Effectiveness Of Social Networking Sites In Influencing Behavior Change During Covid-19: A Case Of Inspire
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Date
2023-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
School of Communication, Daystar University
Abstract
ABSTRACT
Social networking sites continue to be increasingly commonly used platforms for delivering health promotion interventions, especially during public health emergencies that warrant swift and factual information to influence behavior. During COVID-19, social media became a go-to platform for access to vital health information and for social support. However, unlike general SNSs such as Twitter and Facebook, health specific SNSs are emerging with limited insight into their effectiveness in influencing behavior change during health crisis. This research aimed to: [1] assess the impact of Inspire SNS on individuals’ behavior during COVID-19; [2] investigate the impact of Inspire SNS’ community messages in adoption of recommended behavior during COVID-19; and [3] find out the effectiveness of Inspire SNSs in influencing people’s behavior change. This study employed descriptive research design with qualitative approach and utilized purposive sampling to arrive at a sample size of user data shared on Inspire SNS for a six-month period of March 2020 - August 2020, which was then analyzed using thematic analysis. Study findings illustrated trust in the SNS as a source of credible information during COVID-19; encouraging adoption and maintenance of recommended health practices; thus, resulting in positive health behavior among individuals. This research puts forward that the efficient structure and composition of the Inspire SNS, greatly influenced the effectiveness of the platform in influencing behavior change during COVID-19. Health communicators, health professionals and crisis communicators need to take full advantage of SNSs as indispensable tools of promoting recommended health behavior, appreciating their role in fast and timely dissemination of reliable information to affected populations, in times of threat.
Description
Masters Thesis
Keywords
Social Networking, Covid-19, Behavior Change
Citation
Kinyae, G. K,. (2023, Thesis). Effectiveness Of Social Networking Sites In Influencing Behavior Change During Covid-19: A Case Of Inspire. School of Communication, Daystar University