Impact Of Health Communication Via Social Networking Sites On Preventive Behavior Intentions: The Mediating Effect Of Risk Perception, Protective Measures And Self-Efficacy

ABSTRACT

COVID 19 coronavirus is one of the most contagious diseases in the history of the world. Therefore, this study was conducted to tackle the concern of creating preventive behavior among the public. The current study attempted to propose a hypothetical structural equation model to examine the connection among social networking sites, risk perception, protective measures, self-efficacy, and preventive behavior. The current empirical research was held in Azad Kashmir, Pakistan. The researcher used internet source to collect questionnaires. The study results specified that social networking sites and control variables have no positive significant and direct association with preventive behavior. The study found that social networking sites effect indirectly on preventive behavior through risk perception, protective measures, and self-efficacy. Risk perception, protective measures, and self-efficacy have an optimistic significant and direct relation with preventive behavior. The conceptual framework provides valuable data for practitioners and policymakers to boost preventive behavior by implementing suitable, recommended precautions by using social networking sites.