The Contribution of Social Media to Public Health Education and Awareness

Abstract

Background: Social media has become a major source of information influencing public awareness, education, and health-related decision-making. Understanding user engagement patterns and perceptions of content credibility is essential for improving the effectiveness of digital health communication. Objectives: This study aimed to assess social media usage patterns, engagement behaviors, content preferences, and perceived credibility among a heterogeneous population, and to examine associations between demographic factors and engagement motivations. Methodology: A cross-sectional quantitative study was conducted using a structured questionnaire. Data were collected from a diverse sample of participants to evaluate demographic characteristics, frequency of social media use, interaction behaviors, preferred content formats, motivations for engagement, and perceived credibility of online content. Statistical analyses were performed to determine associations between demographic variables, engagement behaviors, and motivational factors. Results: The results indicated that young adults aged 26–35 years, predominantly urban residents, demonstrated the highest levels of social media usage. Video and livestream content formats were most frequently preferred, with engagement primarily driven by appealing presentation and personal relevance. Perceptions of credibility varied across participants; however, the majority rated social media content as highly credible. Statistically significant associations were observed between demographic characteristics, engagement behaviors, and motivations for interaction. The study’s strengths included a diverse and substantial sample size, while limitations involved reliance on self-reported data and lack of platform-specific analysis. Conclusion: Social media engagement and credibility perceptions are strongly influenced by content design, digital literacy, and accessibility. Public health initiatives should prioritize the development of credible, engaging digital content and promote critical evaluation skills to enhance effective communication and reduce the risk of misinformation.