Impacts of Using Social Media in Promoting Public Health Initiatives: Systematic Literature Review

Abstract

The global adoption of social media has transformed how public health initiatives are communicated and implemented, hence offering new channels that reach diverse populations thereby driving engagement. Social media platforms like X, Instagram, Facebook, and TikTok have been largely utilized to promote public health campaigns on various issues ranging from awareness to mental health, vaccination, disease outbreak and advocacy.  Previous research has focused on short term campaigns on metrics like shares, likes that do not capture fully the impact on actual health outcomes. This study aims to evaluate the effectiveness of utilizing social media in promoting public health initiatives and to assess how digital platforms can influence health behaviors, particularly during times of health crisis like pandemics. The study also examines the challenges in maintaining the credibility of public health information and mitigating the spread of misinformation. The study contributes to the growing theoretical field by expanding an understanding of the role of digital communication in the public health interventions. Policy makers can utilize the insights in the creation of regulations which maximize on the positive impacts of digital health communication while minimizing on its risks that include privacy concerns and misinformation. Social media can be effective in increasing public awareness and knowledge of health issues, especially, when the campaigns are tailored to particular target audiences and use interactive and engaging content. Public health campaigns that have been successful on social media leverage on user generated content, influencer partnerships and real time communication so as to foster community engagement. However, disparities like digital access disparities and misinformation limit the effectiveness of the campaigns.