Evaluating Public Health Campaigns on Social Media using the Health Belief Model: Evidence from Khyber Pakhtunkhwa, Pakistan

Abstract

This study aims to evaluate the impact of four health campaigns—Coronavirus (COVID-19) in Khyber Pakhtunkhwa, the Sehat Sahulat Programme, the Integrated Vector Control Programme, and the Insulin for Life Programme—on social media users' perceptions of vulnerability, perceived benefits, perceived barriers, and the severity of health issues. Additionally, it explores how social media users in Khyber Pakhtunkhwa process campaign content. The study employs the health belief model to provide a theoretical framework for understanding these issues. A quantitative approach was adopted, and a survey of 400 respondents from 12 districts in Khyber Pakhtunkhwa was conducted using multistage sampling to collect data. Independent samples t- tests and one-way ANOVA were used to analyze the data. The study found both significant and insignificant differences across demographics and social media exposure regarding vulnerability, the severity of health issues, perceived benefits, perceived barriers, attitudes toward health information, and the influence of indirect communication channels. The results indicate no significant correlation between social media exposure and vulnerability, the severity of health issues, perceived benefits, perceived barriers, attitudes toward health information, or the influence of indirect communication channels.