CONTENT ANALYSIS OF SOCIAL MEDIA HEALTH PROMOTION IN SINGAPORE

Abstract

The use of social media in health promotion in Singapore is fairly novel. With the increasing use of social networking sites such Facebook by organizations in Singapore, recent health promotion has utilized social media. This thesis draws on health behaviour theory, dialogic theory in public relations, and persuasive communications theory and performed a quantitative content analysis of nearly 1500 social media postings by Health Promotion Board in Singapore from 2016 to 2018 was performed. Results showed the higher prevalence of perceived susceptibility from the health belief model, as well as the provision of useful information from dialogic theory. These two constructs were also shown to be positive predictors of online audience engagement through the measurement of Facebook shares and emotional responses. However, generation of return visit was shown to be a negative predictor of the above. Theoretical and practical implications are included as well.