EFFECTIVENESS OF HEALTH PROMOTION THROUGH SOCIAL MEDIA IN IMPROVING CLEAN AND HEALTHY LIVING BEHAVIOR (PHBS) AMONG TEENAGERS

Abstract

The digital era has transformed the communication landscape, making social media a dominant platform for social interaction and information dissemination among adolescents, a demographic group vulnerable to various health risks and in the habit-forming phase. Despite the enormous potential of social media for health promotion, research comprehensively evaluating its effectiveness in improving Clean and Healthy Living Behaviors (PHBS) in this age group remains limited. Recent trends indicate an increasing prevalence of non-communicable diseases and lifestyle-related mental health problems among adolescents, underscoring the urgency of adaptive technology-based interventions. A significant research gap lies in the lack of empirical studies measuring the specific impact of health promotion strategies through social media, both in terms of reach and concrete behavior change, potentially hampering the development of effective and evidence-based public health programs for the younger generation. Therefore, this study aims to quantitatively evaluate the effectiveness of health promotion strategies through social media in improving knowledge, attitudes, and practices of Clean and Healthy Living Behaviors (PHBS) among adolescents, drawing on the Health Belief Model and Social Cognitive Theory, with the primary hypothesis that exposure to relevant and engaging health promotion content on social media will be significantly positively correlated with improvements in PHBS. This study used a quasi-experimental design with a pre-test and post-test approach without a randomized control group, involving 300 high school students selected by purposive sampling. Measurements were conducted using a validated and reliable structured questionnaire, covering aspects of knowledge, attitudes, and practices of PHBS, with health promotion interventions carried out through educational content distributed periodically for four weeks. Data analysis used paired t-test and regression analysis. The results of the analysis showed that health promotion interventions through social media significantly increased knowledge (25% increase, p < 0.001) and positive attitudes towards PHBS (18% increase, p < 0.001), as well as PHBS practices such as handwashing frequency (30% increase in compliance, p < 0.001) and consumption of fruits and vegetables (20% increase in frequency, p < 0.01). Engagement with social media content was identified as the strongest predictor of positive changes in PHBS practices (β = 0.45, p < 0.001), with an unexpected finding that increased mental health awareness was positively correlated with adherence to physical PHBS. This study concludes that health promotion through social media is an effective strategy, providing theoretical contributions to the application of health models and practical implications for public health campaigns. It also recommends exploring content formats and long-term impacts.