Enhancing cancer prevention behaviors through social media: the role of source credibility and message characteristics in Ghana.

Abstract

Background: This study examines the influence of source and message characteristics on cancer prevention behavior in Ghana within the context of a social media platform. Drawing from the Information Processing Theory (IPT) and Health Belief Model (HBM), the research investigates the relationships between source credibility, message characteristics, social media usage, and key indices related to cancer prevention behavior.

Methods: In this cross-sectional study, we surveyed 401 respondents across two social media platforms, namely Facebook and WhatsApp, which are the primary platforms utilized by the Zurak Cancer Foundation. We also chose to focus on these platforms because they reflect the dominant patterns of social media use in Ghana. Utilizing variables from the HBM and IPT, we conducted correlation and multiple regression analyses to examine how message, source, and channel characteristics influence cancer prevention behaviors. Additionally, we determined how IPT constructs, including perceived susceptibility, perceived severity, and self-efficacy, shape individual perceptions. Furthermore, we investigated the impact of both theories on cancer prevention behavior.

Results: The results demonstrate associations between constructs from the Health Belief Model and Information Processing Theory and outcomes related to cancer prevention behavior. Notable associations were observed between social media usage and perceptions of source credibility, highlighting the role of digital engagement in shaping source evaluations. Additionally, message characteristics were linked to perceived message influence and behavioral outcomes, underscoring the importance of how health messages are framed and presented. The study also identified associations between the perceived usefulness of social media as a health information source and indicators of message influence and behavioral change.

Conclusions: This research offers valuable insights for both scholars and practitioners involved in health communication and intervention strategies. It underscores the significance of selecting credible, attractive, and knowledgeable sources in the domain of cancer prevention for effective health campaigns. By tailoring messages to align with these source characteristics, practitioners can enhance the reach and effectiveness of their health communication efforts. Additionally, media organizations and content creators can leverage source credibility to amplify their social media presence, thereby attracting a broader audience and maximizing the impact of health-related content dissemination in an era dominated by social media.