Impact of social media health promotion on HIV/AIDS stigma reduction: the role of multi-language campaign and emotional empathy.

Abstract

HIV/AIDS stigma remains a global challenge, restricting healthcare access and reinforcing discrimination. This study examines how social media health promotion reduces HIV/AIDS stigma, focusing on the mediating role of multi-language campaigns and the moderating effect of emotional empathy. Using a cross-sectional survey of 659 social media users analyzed with PLS-SEM, the results show that social media health promotion significantly reduces stigma. Multi-language campaigns partially mediate this effect, highlighting the importance of linguistic inclusivity in health communication. Emotional empathy further moderates the relationship, with highly empathetic individuals more receptive to stigma-reduction messages across languages. Unlike prior studies emphasizing social media's direct role in health awareness, this research reveals how language accessibility and emotional engagement strengthen digital health campaigns. The findings hold implications for health communicators, policymakers, and advocacy groups seeking inclusive and impactful strategies. Additionally, the study supports SDG 4: Quality Education by showing how social media fosters HIV/AIDS awareness, reduces stigma, and promotes inclusive education. Platforms such as Facebook and TikTok are key in enhancing digital literacy, reducing misinformation, and creating equitable, stigma-free learning opportunities.