1. Social Media Health Promotion and Audience Engagement: The Roles of Information Dissemination, Organization-Audience Interaction, and Action Confidence Building.
- Author
-
Jiang, Shaohai, Tay, Janice, Ngien, Annabel, and Basnyat, Iccha
- Subjects
- *
CUSTOMER relations , *ONLINE education , *PATIENT participation , *CONFIDENCE , *TEAM building , *SOCIAL media , *INTERNET , *MEDICAL care , *SELECTIVE dissemination of information , *CONCEPTUAL structures , *HEALTH behavior , *HEALTH , *INFORMATION resources , *DESCRIPTIVE statistics , *CONTENT analysis , *DATA analysis software , *HEALTH promotion , *EMOTICONS & emojis - Abstract
Social media have become an important platform for health promotion. Based on the Information-Community-Action Framework, we conducted a content analysis of 1,481 Facebook postings by Singapore's Health Promotion Board. Results showed that organizational information and health benefit information dissemination were positively associated with online audience engagement. Also, organization-audience interaction had a positive relationship with online audience engagement. In addition, messages that help build confidence for health behavior change increased online audience engagement. In addition to these main effects, organization-audience interaction also played a moderating role that strengthened the effects of information dissemination and action confidence building on online audience engagement. This study offers important theoretical contributions to the Information-Community-Action Framework and has practical implications for enhancing the effectiveness of health promotion in this digital era. [ABSTRACT FROM AUTHOR]
- Published
- 2024
- Full Text
- View/download PDF