“Rural women’s reliance on official medical pages on Facebook and its relationship to their health behavior - a field study in light of the theory of protection motivation.”

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Department of Public Relations and Advertising, Faculty of Information for Girls, Al-Azhar University in Cairo

Abstract

The study aimed to evaluate the relationship between rural women’s reliance on information contained on official medical pages on Facebook (the official page of the Egyptian Ministry of Health and Population - the page of the official spokesman for the Egyptian Ministry of Health - the official page of the World Health Organization in Egypt), and the study sample’s awareness of protection motives. Consequently, their commitment to healthy behavior, based on the media survey approach, which was conducted on a sample of 400 individuals from Egyptian women residing in the countryside, using the theory of dependence on the media and the theory of protection motivation.
The study found an average degree of rural women’s commitment to healthy behaviors, with the average level reaching 56.25%. It also found a direct, statistically significant correlation between the intensity of rural women’s follow-up to official medical pages and their awareness of protection motives (perception of risk, self-efficacy, response costs), while no It appears in the rest of the factors. A positive correlation was also found between the intensity of reliance on official medical pages and rural women’s commitment to healthy behavior. Likewise, a positive correlation was found between awareness of protection motives on the part of rural women and their level of commitment to healthy behaviour.

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