Effects of Social Media on Health Promotion for Millennials

Nur Fadilah Dewi

Vocational Education Program, Universitas Indonesia, Depok, Indonesia

Keywords: Health promotion, social media, Instagram

Abstract: Research Objectives: To determine the effect and benefits of social media as a means of health promotion in

the millennial generation towards awareness of healthy living behaviour in accordance with the healthy

paradigm proclaimed by WHO namely promoting preventive promotion in health efforts and empowering

people to behave healthily and consistently. Design / Methodology / Approach: Quantitative research using a

questionnaire and will be explained descriptively by involving Vocational students from the University of

Indonesia Hospital Administration Study. All students 100% used social media, IG social media selection

being the health promotion media was chosen by 97.6%, around 32.9% wanted content updates every day.

The most popular promotional material is info about a healthy lifestyle of around 69.5%. The superiority of

IG lies in the quality of images and videos 61.2% with the criteria for success in health promotion on the

understanding of each content 34.1%, but 72.9% of respondents stated that health promotion through IG is

not optimal. Technological progress has developed very rapidly, as developing countries must be talented in

utilising technology. Appropriate use in the health sector can help improve the health status of the community,

especially in providing health promotion through social media. This effect shows how valid health promotion

through social media can improve awareness of healthy behaviour in the millennial generation.

1 INTRODUCTION

Today, many organisations and professionals have

adopted social media tools (e.g. Facebook, Twitter,

and YouTube) for different personal or professional

purposes such as broadcasting, education, knowledge

sharing, communicating with customers, or

encouraging collaboration among team members.

Physicians have also been attracted to the mainstream

popularity of social media in society (Panahi et al.,

2016).

The development of the internet has begun the

industrial revolution 4.0, with the internet all able to

connect with the cloud system and internet of things

(IoT). The era of the industrial revolution 4.0 can be

a challenge in every sector, one of which is the health

sector. This sector is most likely to benefit from

joining physical, digital and biological systems, even

though this sector is not ready to accept changes.

Social media through the internet has great

potential for health promotion and other health

interventions, and it is more comfortable to touch

targets at each level. (The Role of Social Media in

Health Promotion Efforts. (Leonita,2018).

Health information obtained through the web

quickly and easily can cause information imbalances.

The term social media refers to activities among

people gathered online who share information using

conversational media that make it easy to create and

share content in the form of words, pictures, videos,

and audios (Safko and Brake, 2009). Categories of

social media defined by Sterne (2010) include the

following: forums and message boards, review and

opinion sites, social networks, blogging and

microblogging, bookmarking, and media sharing

(Neiger et al., 2012).

The term social media refers to activities among

people collected online that share information using

conversation media that makes it easy to create and

share content in the form of words, images, videos

and audio (Safko and Brake, 2009). The social media

categories defined by Sterne (2010) include the

following: forums and message boards, site reviews

and opinions, social networking, blogging and

microblogging, bookmarks, and sharing media

(Neiger et al., 2012).

Technologies are an essential element of the

knowledge and information society. The information

society is bringing us significant new technological

developments and advances in different occupational

572

Fadilah Dewi, N.

Effects of Social Media on Health Promotion for Millennials.

DOI: 10.5220/0010705100002967

In Proceedings of the 4th International Conference of Vocational Higher Education (ICVHE 2019) - Empowering Human Capital Towards Sustainable 4.0 Industry, pages 572-577

ISBN: 978-989-758-530-2; ISSN: 2184-9870

realms, and in health promotion, it is having an

impact by improving people’s quality of life

(Sciences, 2017). Healthcare decision making should

be based on an up-to-date synthesis of high-quality

research data (Puljak, 2016).

This situation presents a unique health promotion

opportunity for broader audiences to be reached for

both primary and tertiary prevention. To capitalise on

this opportunity, an understanding of the

characteristics of those seeking health information

online is necessary. This condition will allow for the

development and delivery of more targeted online

services (Nikoloudakis et al., 2018).

Information technology (IT) is an integral part of

the healthcare systems in Western countries. In the

USA, the Affordable Care Act passed in 2009, and

rapid advances in technology for daily living have

pushed the medical field to embrace IT. (Nimkar,

2016).

Social media include a broad spectrum of online

communications tools and work through several

mechanisms. Social media can provide a channel for

social support and facilitate a sense of connectedness

among individuals. These online tools let users share

information that is consumer-centric and consumer-

controlled, enabling anonymity or personal

connection as preferred, and can be an inexpensive

way to reach large audiences over great distances.

Perhaps most importantly, social media have become

firmly established across sociodemographic groups

(Korda and Itani, 2013).

Health promotion apps designed to support and

reinforce health behaviours or to reduce risk

behaviours are the most commonly downloaded apps.

Such technologies have the potential to reach and

deliver health care to new populations (Fitzgerald and

McClelland, 2017).

Public health is also expanding its use of social

media, as evidenced by the finding that 60% of state

health departments now use at least one application.

In addition, one-third of adults use social media to

access health information, and nearly 80% of

physicians who consult with patients online use social

media channels to create or share medical content.

(Neiger et al., 2012)

Innovation has been applied in different contexts,

and the healthcare sector is no exception. Recent

trends in healthcare innovation explore user

participation in the healthcare delivery process.

Digital health is an example of healthcare innovation,

as it provides a platform in which digital technologies

facilitate patients’ participation in the healthcare

delivery process (Iyawa et al., 2016).

Collectively, social media are a powerful

communication channel that can be used to

disseminate information to large audiences (Ho,

2014). In general, social media can be defined as an

environment that facilitates the creation and exchange

of user-generated content (Rains, Brunner, & Oman,

2014). A growing body of research shows that

communication through social media is a welcome

trend among health consumers (Strekalova, 2017).

Social media use by health practitioners helps

articulate a subculture-centred approach to public

health communication (Ems and Gonzales, 2016).

Information becomes an essential entitlement of

social media. Because unlike other media on the

internet, social media users create representations of

their identities, produce content, and interact based on

information (Nasrullah, 2015).

Health promotion through social media search

results reveals that social media contributes positively

to health promotion efforts. However, some

disadvantages include lack of outreach to passive

audiences, false and inaccurate information, lack of

interaction with audiences, the limited ability of

health professionals to use social media so as not to

guarantee program sustainability. Health

professionals need to design a social media-based

health promotion model by integrating social media

with health promotion strategies and health

communication strategies (Leonita, 2018).

This study discusses the Effects of Social Media

on Health Promotion for Millennials. This study is

part of the research on the Use of Social Media by

Vocational UI students, Hospital Administration

Study Program. Exposure is focused on Managers

who use Instagram, the presence or absence of

specialised personnel, respondents’ opinions about

the importance of updates and frequency of

information updates on Instagram, health promotion

material, promoted excellence, criteria and success

rate of promotions through Instagram.

2 ITERATURE REVIEW

2.1 Social Media

Social media is online media, with its users being able

to easily participate, share and create content: blogs,

social networks, forums and virtual worlds or sites

where people communicate with friends they know in

the real world and the world virtual (Aditya, 2015).

Currently, social media is a means or activity of

digital health promotion, for example, a campaign of

clean and healthy lifestyles as well as ways to obtain

Effects of Social Media on Health Promotion for Millennials

573

health information needed because all people in need

can access it.

Social media is the development of new internet-

based web technologies that make it easy for

everyone to communicate, participate, share and form

an online network so that they can disseminate their

own content (Zarella, 2010). Social media is a

medium on the internet that allows users to present

themselves and interact, cooperate, share,

communicate with other users, and form social bonds

virtually (Nasrullah, 2016).

The definition of social media (Nasrulah, 2015) in

his book Social Media: Perspective, Culture and

Sociotechnology cited from various research

literature:

a. Media accommodates collaboration

between users who produce user-generated

content, according to Mandiberg (2012).

b. Flatform media that focuses on the existence

of users who facilitate them in their activities

and collaboration. Van Dijk (2012).

c. Social media as a connection between

personal communication in the sense of

sharing between individuals (to be shared

one-to-one) and public media to share with

anyone without individual specificity

(Meike and Young, 2012)

2.1.1 Social Media Function

Social media has the following functions:

a. Designed to expand human social

interaction using the internet and web

technology

b. Transforming the practice of

communication in the same direction as the

broadcast media and one media institution to

many audiences becomes dialogic

communication between many audiences.

c. Support the democratisation of knowledge

and information.

2.2 Health Promotion

International Conference on Health Promotion in

Ottawa, Canada, states that Health Promotion is an

effort made to the community so that they are willing

and able to maintain and improve their own health.

This limitation of health promotion includes two

dimensions, namely willingness and ability. So the

purpose of Health Promotion itself is to enable people

to maintain and improve their health and create a

situation, namely behaviour and environment

conducive to health.

Today more and more people understand and

accept that health is strongly influenced by social and

environmental determinants, in addition to physical

and biological determinants. Physical determinants

such as the cleanliness of the environment, weather,

and climate, during biological determinants such as

microorganisms (viruses, bacteria), parasites and

others. Meanwhile, social determinants that

significantly affect health include poverty,

unemployment, environmental sustainability,

discrimination and powerlessness.

With the increasing development of science and

technology, the development of civilisation, and the

impact of globalisation, health determinants are

always changing, and there will always be new ones

for example arms trade, free sex, child exploitation,

digital and others.

Health promotion is an effort to improve the

ability of the community through learning from, by,

for and with the community, so that they can help

themselves and develop activities that are

community-based, in accordance with the local social

culture and supported by public health-oriented

policies (the Republic of Indonesia’s Ministry of

Health, 2011)

3 METHODOLOGY

This research is a quantitative study using survey and

descriptive data analysis using a questionnaire as the

main instrument of data collection. The aim is to get

information about several respondents who are

considered to represent the millennial population. The

population of this study was the vocation students of

the Universitas Indonesia, Hospital Administration

Study Program with a sample of 85 people.

4 RESEARCH RESULT AND

DISCUSSION

4.1 The Use of Social Media by Student

All respondents (100%) stated that they had social

media. Social media is a medium that can reach many

audiences and low costs. Social media can reach

many audiences and even more specifically, in

accordance with the desired target and at a cost that is

not too expensive.

ICVHE 2019 - The International Conference of Vocational Higher Education (ICVHE) “Empowering Human Capital Towards Sustainable

4.0 Industry”

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4.2 Selection of Social Media for

Health Promotion

Table 1: Media social used for health promotion.

Social Media

F %

Faceboo

47 56%

WhatsApp 79 94%

Twitte

49 58,3%

Instagram 82 97,6%

Google+ 33 39,3%

Pinterest 25 29,8%

Line 73 86,9%

Source: research, 2019

Based on table 1, it can be seen that the percentage of

Instagram usage is most desirable for 97.6%. As is the

case now, with the presence of social media, many

people exchange information with fellow users. In the

development of social media, which used only to

contain photographs and personal documentation,

now its use is broader for other aspects such as health

promotion that can be packaged to be interesting

because there are pictures and videos about health

promotion that are easy for the user to understand.

4.3 Specialised Personnel Who Manage

Instagram

Table 2: SPECIAL Personnel.

F %

Yes 67 78,8%

No 18 21,2%

Total 100%

Source: research, 2019

Based on Table 2, 67 respondents answered that there

was a need for specialised personnel to manage IG.

The results of previous research conducted by

Gumilar (2015) are social media managers see the

importance of specialised personnel to manage

Instagram. This aspect is related to information

management, information updates and also

professionalism in conducting promotions.

4.4 Frequency of Updating Instagram

Table 3: Frequency of Updating Instagram.

F %

Every da

28 32,9%

1-2 times a week 11 13,1%

3-4 times a wee

10 11,8%

5-6 times a wee

12 14,1%

Others 24 28,6%

Total 100%

Source: research, 2019

Some of the advantages of social media are updating

information that can be done quickly. Information

updates are essential given the importance of

conveying information to many people about health

information. Based on table 3, around 32.9% of

respondents want Instagram updates and are done

every day. Daily Instagram updates can show the

renewal of information, and this matter is essential,

according to the purpose of health promotion, which

is to enable people to live healthy lives.

4.5 Promotional Material Delivered by

Instagram

Table 4: Health Promotion Material.

F %

Adolescent health 20 23,5%

Nutrition info 33,5%

Fitness info 33,5%

Info on a healthy

lifest

59 69,5%

Source: research, 2019

Based on table 4, it can be seen that most IG users are

interested in healthy lifestyle info material (69.5%),

23.5% interest in adolescent health material. For

nutrition info and fitness info 3.5% each.

Technology in the form of social media facilitates

better public knowledge about the disease and its

prevention, use of health services. Increasing social

support and sharing support with others so that the

community is able to disseminate their positive

experiences about healthier behavior changes

independently (Sarah, 2015).

4.6 Excellence in Health Promotion on

Instagram

Table 5: The advantages of health promotion through

Instagram.

F %

Quality of material

content

15 17,6%

Service qualit

18 21,2%

Ima

e and video

ualit

52 61,2%

Source: research, 2019

Based on table 5, it can be seen that what is the

superiority of IG in health promotion is the quality of

uploaded images and videos around 61.2%.

Instagram can be used to take photos, manage

photos, edit photos, give a filter effect to photos and

share them with everyone. Seeing content from social

media that highlights photos or videos and is

Effects of Social Media on Health Promotion for Millennials

575

supported by easy access will undoubtedly be more

comfortable to attract attention to see and read health

content as a means of promotion. This aspect shows

that what needs to be considered is the content that is

interesting and easy to understand. Now Instagram

can not only share photos, but it can also be used to

upload videos for 15 seconds.

Image sharing provides value for health

communication activities by providing health images.

Organisations can capitalise on this trend by giving

fans and followers visual images that show public

health “actions”, reinforce health messages, or just

present information in a visually attractive new

format (CDC, 2011).

4.7 Criteria for the Success of Health

Promotion Program through

Instagram

Table 6: Success criteria for health promotion.

F %

Total/f

iends/like/members 29 34,1%

Understanding of each

content

38 44,7%

Comment about promotions 17 20%

Other 1 1,2%

Total 85 100%

Source: research, 2019

The criteria for successful health promotion in IG can

be seen in table 6. According to the survey,

understanding of each content is 44.7%. Seeing

content from social media that highlights photos or

videos and is supported by easy access will

undoubtedly be more comfortable to attract attention

to see and read health content as a means of

promotion. This aspect shows that what needs to be

considered is the content that is interesting and easy

to understand.

4.8 The Success of Health Promotion

through Instagram (IG)

Table 7: Promotion Success.

F %

Alread

successful 10 11,8%

Not o

timal 62 72,9%

Average 13 15,3%

Unsuccessful 0 0

Total 85 100%

Source: research, 2019

Based on Table 7, it can be seen that the success rate

of health promotion is still not optimal 72.9%, and

11.8% stated that they have succeeded in conducting

health promotion through IG and 15.3% stated that

they were still on average.

Some aspects that can cause not optimal use of

social media by health professionals because of the

limited ability to manage health media-based health

information. The lack of intrigue between

information seekers and health professionals so that

people are not interested in visiting the site, which

results in the ineffectiveness of health promotion on

social media.

5 CONCLUSION

Based on the results of research and discussion on the

influence of social media as a means of health

promotion for millennial generations in UI

Vocational Education, notably the Hospital

Administration Study Program, the following

conclusions can be drawn:

a. All respondents use social media (100%)

b. Instagram (IG) is the most popular social

media today, namely 97.6% of the total

respondents using IG

c. There is a need for personnel to update

information every day (78.8%)

d. The most desirable material is how healthy

life patterns (69.5%) respondents

e. The advantage of Instagram is that it can

load images and videos that contain health

information and are easily understood by

respondents (61.2%)

f. Based on the assessment criteria of health

promotion is the content of material that is

easily understood by respondents (44.7%)

g. The success of health promotion as much as

72.9% of respondents stated that it was not

optimal to use Instagram

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