The First Social Media Engagement Analysis of Health in Malaysia

Authors

  • Afiq Izzudin A Rahim Department of Community Medicine, School of Medical Science, Universiti Sains Malaysia, Kelantan, Malaysia
  • Mohd Ismail Ibrahim Department of Community Medicine, School of Medical Science, Universiti Sains Malaysia, Kelantan, Malaysia
  • Faizul Nizam A Salim Director General’s Office, Ministry of Health, Putrajaya
  • Mohd Ariff Ikram Ariffin Corporate Communication Unit, Ministry of Health, Putrajaya, Malaysia

DOI:

https://doi.org/10.31344/ijhhs.v0i0.150

Keywords:

social media, health information, health communication, health promotion

Abstract

Objectives: This study aimed to determine Facebook post characteristics and factors associated with good engagement rates among netizens on the Facebook (FB) page of Ministry of Health Malaysia.

Methods: 2123 FB posts were randomly selected in this cross-sectional study. The logist ic regression model was applied to identify factors associated with good engagement rates.

Results: Majority of the FB post characteristics were organizational promotion content, photo type and posted between midnight and early morning. An FB post with a good engagement rate was significantly associated with a health education post (Adjusted Odd Ratio (AOR): 3.80, 95% Confidence Interval CI: 3.02–4.78, p < 0.001), a risk communication post (AOR: 1.77, 95% CI: 1.39–2.26, p < 0.001), a post in the afternoon (AOR: 1.76, 95% CI: 1.34–2.31, p < 0.001) or in the evening (AOR: 1.48, 95% CI: 1.20–1.82, p < 0.001), and a video format (AOR: 3.74, 95% CI: 1.44–9.71, p = 0.007).

Conclusion: We present the first comprehensive analysis of social media engagement and health communication analysis in Malaysia. The dynamic of health communication and rapid changes of health technology recently require health organizations to constantly upgrading their health promotion capacity and facilities. Therefore, they can effectively disseminate qualit y health information, achieving better audience engagement and subsequently improving health literacy among netizens on social media.

International Journal of Human and Health Sciences Supplementary Issue: 2019 Page: 32

Downloads

Published

2019-12-07

How to Cite

Rahim, A. I. A., Ibrahim, M. I., Salim, F. N. A., & Ariffin, M. A. I. (2019). The First Social Media Engagement Analysis of Health in Malaysia. International Journal of Human and Health Sciences (IJHHS), 32. https://doi.org/10.31344/ijhhs.v0i0.150

Issue

2019: Supplementary Issue: 2019

Section

Free Paper Presentation (Oral)

License

Authors who publish in the International Journal of Human and Health Sciences agree to the following terms that:

  1. Authors retain copyright and grant International Journal of Human and Health Sciences the right of first publication of the work.

  2. Creative Commons Licence
    Articles in International Journal of Human and Health Sciences are licensed under a Creative Commons Attribution 4.0 International License CC BY-4.0.This license permits use, distribution and reproduction in any medium, provided the original work is properly cited.
  3. Authors are able to enter into separate, additional contractual arrangements for the distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  4. Authors are permitted to post their work online (e.g., in institutional repositories or on their website) as it can lead to productive exchanges, as well as greater citation of published work.