Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Effectiveness of social media for communicating health messages in Ghana

Effectiveness of social media for communicating health messages in Ghana PurposeThe purpose of this paper is to develop an in-depth understanding of the effectiveness, evolution and dynamism of the current health communication media used in Ghana.Design/methodology/approachThis paper uses a multi-method approach which utilizes a combination of qualitative and quantitative approaches. In-depth interviews are conducted with health promotion professionals in Ghana and 150 members of the general public were surveyed.FindingsThe paper finds that the general public sees social media as an effective place for health professionals to share health-related messages. They also view health-related messages on social media seriously. Health professionals see social media as an effective tool for sending health-related messages to the public and are concerned about the fact that traditional media are losing their effectiveness as means to share health-related messages.Research limitations/implicationsThis study was conducted in Ghana. Future studies should be conducted across multiple countries to examine the conclusions developed in this paper and the possibility of multiple perspectives regarding the use of social media for sending health messages.Practical implicationsThe results inform public health officials on developments in health communication and suggest prescriptions on how to adjust to the new media.Originality/valueHealth messaging is an area that has been relatively ignored in the literature and almost no research focusses on the effectiveness of social media and other health messaging technologies, particularly in developing countries. Although the study was conducted in Ghana, health professionals worldwide can use the findings to help improve their health messaging strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Health Education Emerald Publishing

Effectiveness of social media for communicating health messages in Ghana

Download PDF
30 pages

Loading next page...
 
/lp/emerald-publishing/effectiveness-of-social-media-for-communicating-health-messages-in-FwAG2i5DEk
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0965-4283
DOI
10.1108/HE-06-2016-0024
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to develop an in-depth understanding of the effectiveness, evolution and dynamism of the current health communication media used in Ghana.Design/methodology/approachThis paper uses a multi-method approach which utilizes a combination of qualitative and quantitative approaches. In-depth interviews are conducted with health promotion professionals in Ghana and 150 members of the general public were surveyed.FindingsThe paper finds that the general public sees social media as an effective place for health professionals to share health-related messages. They also view health-related messages on social media seriously. Health professionals see social media as an effective tool for sending health-related messages to the public and are concerned about the fact that traditional media are losing their effectiveness as means to share health-related messages.Research limitations/implicationsThis study was conducted in Ghana. Future studies should be conducted across multiple countries to examine the conclusions developed in this paper and the possibility of multiple perspectives regarding the use of social media for sending health messages.Practical implicationsThe results inform public health officials on developments in health communication and suggest prescriptions on how to adjust to the new media.Originality/valueHealth messaging is an area that has been relatively ignored in the literature and almost no research focusses on the effectiveness of social media and other health messaging technologies, particularly in developing countries. Although the study was conducted in Ghana, health professionals worldwide can use the findings to help improve their health messaging strategies.

Journal

Health Education – Emerald Publishing

Published: Jun 5, 2017

References

  • Health policy, health systems research and analysis capacity assessment of the school of public health, University of Ghana
  • Stakeholders perception of current health education situation under Ghana’s health service
  • The role of channel orientation in B2B technology adoption
  • Exploring antismoking ads: appeals, themes, and consequences
  • Management innovation