THE ROLE OF SOCIAL MEDIA IN HEALTH RISK COMMUNICATION: EVALUATING THE EFFECTIVENESS OF FACEBOOK AND INSTAGRAM
Abstract
Purpose of Study: This study explores the effectiveness of Facebook and Instagram in communicating health risks, with a particular focus on how these platforms influence user engagement, trust, and behavioral responses.
Problem Statement: Social media has become a key tool in health risk communication, allowing real-time dissemination of critical health information.
Methodology: Using a mixed-methods approach, the study surveyed 150 social media users and conducted structured interviews with health communication officers.
Result: The findings indicate that while Facebook and Instagram enhance the accessibility of health information, they also present challenges related to misinformation, credibility, and user skepticism. Participants preferred health content endorsed by experts and reputable organizations, but misinformation remains a significant barrier.
Conclusion: The study underscores the need for fact-checking mechanisms, digital literacy initiatives, and algorithmic adjustments to improve the credibility of health risk communication. The findings contribute to discussions on how social media can be optimized for public health messaging, particularly in the digital misinformation age.
Keywords: Social media, health risk communication, misinformation, Facebook, Instagram, trust in health communication
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