Abstract

The research aimed to evaluate the impact of social media health communication campaigns of Khyber Pakhtunkhuwa Government on the social media users. The research was both quantitative and qualitative in nature, for which a survey and interview method was used. A questionnaire was designed to acquire responses from the respondents. The reliability and validity of the tool was measured and its alpha value was recorded above 60 percent for all the variables. Moreover, the factor analysis yielded valid results for the variables considered in this study. The respondents were approached through a multi stage sampling in twelve different districts of Khyber Pakhtunkhuwa. Using the Yamane, (1967) formula an adequate sample size (400) was extracted. The findings revealed that social media health campaigns have enhanced the health information of the respondents. Moreover, these campaigns have sensitized them that they are vulnerable to diseases and the health issues are severe in not addressed. Furthermore, they responded that, these health campaigns benefits them in their lives and they know about the various barriers that hinder their attitude towards the campaign messages. The demographic variable age was found negative and significant with vulnerability. Also, it is positively correlated with indirect channels of communication. Similarly, educational level has a negative and significant correlation with vulnerability. However, income has no correlation with any constructs. However, exposure to social media had no correlation with the variables considered in this study.