A Study on How Social Media Users in Sub-Saharan Africa are Learning New Health Behaviors
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Date
2020
Journal Title
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Abstract
This study sought to investigate the influence of cognition and
locus of control on the health behaviors of social media users
so as to mitigate the learning of negative health behaviors by
social media users. Four hypotheses were formulated including
H1: Cognitive Factors have a positive effect on the Health
Behavior of social media users; H2: Cognitive Factors have a
positive impact on Internal Locus of Control of social media
users; H3: Internal Locus of Control positively affects the
Behavioral Intention of social media users; H4: Behavioral
Intention positively affects Health Behavior of social media
users.
Quantitative research methods were used in this study. A
sample of 450 social media users was taken from three
countries namely; Uganda, Nigeria and Cameroon for data
collection using questionnaires. Data were analyzed using
descriptive statistics, hierarchical regressions and structural
equation modeling techniques.
Findings reveal that all the four hypotheses were supported.
Given the findings, we recommend that communities
implement knowledge enhancement programs such as
trainings, education, and sensitization among others. Social
media users should be taught on the benefits of using social
media for positive health gain. Further, it is recommended that
cultural institutions, religious institutions join social media
platforms and moderate the learning process. This will enable
users to learn new health behaviors that positively affect their
health.
Description
Keywords
Cognitive factors, Internal Locus of Control, Social Media, Health Behaviors, Social learning, Cognitive learning
Citation
Kituyi, G. M., Engotoit, B., & Abima, B. (2020). A Study on How Social Media Users in Sub-Saharan Africa are Learning New Health Behaviors. DOI: 10.37532/jhmm.2020.4(2).116