Influence of Social Media Use on Practice of COVID-19 Preventive Measures Among Ethiopian Residents: An Online Cross-Sectional Study

Exploring social media adoption for marketing purpose among healthcare professionals in Gondar town, central Gondar zone: A facility-based cross-sectional survey

Background

Social media has become an integral platform for global information exchange and business interactions, emerging as a crucial tool for promoting products and services in the digital age. Despite its worldwide significance, local businesses, especially in Ethiopia, lag behind in leveraging social media for healthcare marketing. The scarcity of studies on social media adoption among healthcare providers in Ethiopia highlights the imperative for comprehensive research.

Objective

This study, conducted in Gondar Town, focused on private healthcare professionals, aiming to identify the determinants of their behavioral intention and usage behavior in adopting social media marketing.

Method

A facility-based cross-sectional survey involving 238 health professionals from private healthcare facilities in Gondar Town was conducted between March and June 2023. The study analyzed data using SPSS Version 26 and AMOS Structural Equation Modeling Version 23.

Results

All participants reported using social media platforms, with Facebook, Telegram, and YouTube being popular choices. Performance expectancy, social influence, facilitation condition, and behavioral intention significantly influenced healthcare professionals' adoption of social media marketing. Performance expectancy and social influence exhibited the strongest impact on behavioral intention, acting as mediators influencing usage behavior. However, effort expectancy did not significantly influence behavioral intention. Age, gender, experience, and voluntariness showed no significant moderating effects.

Conclusion

This study contributes valuable insights into social media marketing adoption in the healthcare sector, emphasizing the critical role of various factors in shaping behavioral intention and usage behavior. The findings offer practical implications for private healthcare providers, policymakers, and marketers, guiding strategies to enhance patient communication and engagement through social media in Gondar Town.

Analysis of factors influencing public attention to masks during the COVID-19 epidemic-Data from Sina Weibo

As we all know, vaccination still does not protect people from novel coronavirus infections, and wearing masks remains essential. Research on mask attention is helpful to understand the public's cognition and willingness to wear masks, but there are few studies on mask attention in the existing literature. The health belief model used to study disease prevention behaviors is rarely applied to the research on mask attention, and the research on health belief models basically entails the use of a questionnaire survey. This study was purposed to establish a health belief model affecting mask attention to explore the relationship between perceived susceptibility, perceived severity, self-efficacy, perceived impairment, action cues and mask attention. On the basis of the establishment of the hypothesis model, the Baidu index of epidemic and mask attention, the number of likes and comments on Weibo, and the historical weather temperature data were retrieved by using software. Keyword extraction and manual screening were carried out for Weibo comments, and then the independent variables and dependent variables were coded. Finally, through binomial logistic regression analysis, it was concluded that perceived susceptibility, perceived severity and action cues have significant influences on mask attention, and that the accuracy rate for predicting low attention is 93.4%, and the global accuracy is 84.3%. These conclusions can also help suppliers make production decisions.

Use of social media for COVID-19-related information and associated factors among health professionals in Northwest Ethiopia: A cross-sectional study

Background

Social media has become an alternative platform for communication during medical crises like the COVID-19 pandemic. This study aimed to assess social media usage for COVID-19-related information among health professionals.

Method

A quantitative cross-sectional study design was conducted among 370 health professionals. The data were analyzed using SPSS version 25 software. Data were collected using a semi-structured, self-administered, and pre-tested questionnaire. Descriptive and binary logistic regression analysis techniques were used to describe respondents’ social media usage for COVID-19 information and identify its associated factors.

Results

About 54% (95% CI: 48–58%) of the participants had good social media usage for COVID-19-related information. Age≤30 (AOR = 2.02, 95% CI: 1.14–3.58), Wi-Fi/broadband Internet access (AOR = 2.45, 95% CI: 1.38–4.33), taking computer training (AOR = 2.58, 95% CI: 1.37–4.85), basic computer skill (AOR = 3.28, 95% CI: 1.71–6.29), and usefulness of social media (AOR = 3.56, 95% CI: 1.57–8.04) were found to be the significant factors associated with usage of social media for COVID-19-related information.

Conclusion

The present study confirms that more than half of health professionals had good social media usage for COVID-19-related information. This shows that social media platforms can be used as a source of COVID-19-related information for health professionals if basic computer training is offered, internet connection is available in the workplace, and the usefulness of social media is emphasized.