IMPACT OF SOCIAL MEDIA USE ON HEALTH AWARENESS AND PREVENTIVE PRACTICES AMONG YOUNG ADULTS: A CROSS-SECTIONAL STUDY

Abstract

Background: The increasing integration of social media into everyday life has transformed the way individuals acquire health information and adopt preventive health practices. Among young adults, digital platforms have emerged as significant channels for health communication, though the extent to which social media engagement translates into improved health awareness and behaviors remains underexplored in developing countries such as Pakistan.

Objective: To examine the relationship between social media engagement, health knowledge, and the adoption of preventive healthcare behaviors among young adults residing in Lahore.

Methods: A cross-sectional study was conducted over four months among 422 young adults aged 18–30 years in Lahore. Participants were selected using stratified random sampling. Data were collected through a structured and validated questionnaire assessing social media engagement, health knowledge, and preventive health practices. Descriptive statistics were calculated, and inferential analyses were performed using Pearson’s correlation and multiple linear regression. Data were normally distributed and analyzed using SPSS version 26. Ethical approval was obtained from the institutional review board, and informed consent was secured from all participants.

Results: The mean age of participants was 23.8 ± 3.6 years, with a nearly equal gender distribution. Higher social media engagement was significantly correlated with improved health knowledge (r = 0.62, p < 0.001) and preventive practices (r = 0.58, p < 0.001). Regression analysis indicated that social media engagement (β = 0.42, p < 0.001) and health knowledge (β = 0.37, p < 0.001) were independent predictors of preventive behavior, explaining 56% of the model variance.

Conclusion: Social media engagement positively influenced health awareness and preventive practices among young adults. The findings highlight the potential of digital platforms as effective tools for public health promotion and preventive education when guided by credible, evidence-based content.