Likes, shares and health care: social media’s influence on public health development in rural India
Article information
Abstract
This research study explores the transformative role of social media in rural development and public health, focusing on villages or towns in three districts in Karnataka: Kolar, Tumkur, and Ramanagara. Social media platforms are now essential for connecting communities, spreading information, and raising public health awareness in rural areas where traditional communication channels are scarce. The research examines how these platforms facilitate access to health services, spread awareness and reduce the digital divide between rural and urban regions. Social media has become a powerful instrument for encouraging rural participation in public health initiatives, as these channels educate communities about health care. Social media’s capacity for real-time communication facilitates public health surveillance and allows for quicker reactions to disease outbreaks and medical emergencies. Rural communities are able to have a voice in development and health processes because of increased community involvement and decision-making participation brought about by this connectivity. The study also identifies issues that threaten public health initiatives, such as the spread of false information and digital illiteracy. The complete integration of social media into development strategies is hindered in rural areas by issues like poor infrastructure and restricted internet access. In order to overcome these obstacles and optimize social media’s potential as a tool for rural advancement, the research suggests better collaborative efforts. The study aims to add to our knowledge of how social media can be used to promote inclusive development and enhance public health development in rural areas. Research on digital platforms’ potential to enhance healthcare development in rural India is still essential, despite the fact that they have transformed communication and information sharing worldwide. The study closes a major gap in understanding through the integration of perspectives from rural development, communication studies, and public health to better understand how contemporary digital tools interact with conventional healthcare issues.
Introduction
About twenty years ago, a mobile screen was a luxury. The digital world did not exist in all its glory. Twenty years later, we have a completely new world where the real and digital worlds do not simply exist individually; they are deeply interconnected. Social media has played a major role in the creation of this new reality. Having the world at your fingertips creates endless opportunities, and hence social media has inevitably led to development.
According to the Digital 2024: Global Overview Report, the world population is 8.08 billion people, out of which 5.04 billion have social media user identities. India has a population of 1.44 billion people. And 462 million social media identities, i.e. 32.2% of the population have access to social media in India. The average time spent using social media is 2 hours, 26 minutes per day. (Kemp, 2024)
Development of any kind must also prioritize sustainability. The United Nations Sustainable Development Goals include Good Health and Well-Being (SDG 3) (Sustainable Development, n.d., 2015). By improving communication, encouraging inclusivity, and promoting community involvement, social media development is vital to achieving the Sustainable Development Goals of the UN. In particular, it facilitates greater awareness and participation by bridging the information gap between development initiatives and marginalized communities. Social media platforms can support the advancement of public health by offering a forum for exchanging best practices, sharing information, and elevating local voices on pressing problems.
The advent of social media has revolutionized numerous sectors globally, including public health and rural development. Social media has become an effective instrument for communication, information sharing, and community involvement in the quickly changing field of information and communication technology (Kietzmann et al., 2011). Platforms such as Facebook, WhatsApp, YouTube, and Instagram have transcended geographical barriers, enabling real-time communication, data dissemination, and community engagement, even in remote areas. In public health, particularly in rural regions, these platforms offer a unique opportunity to enhance health communication, promote health education, and improve access to critical health services. Life in rural areas is different from that of its urban counterpart. Hence, the role of social media in addressing public health issues in rural areas is especially vital due to the existing healthcare access challenges, limited resources, and the need for timely and relevant health information.
This research focuses on analysing the role of social media in rural development with a specific emphasis on its impact on public health. It aims to explore how social media has been leveraged to improve public health development, increase awareness, and facilitate better communication between healthcare providers and rural communities. Even though social media is rapidly growing in India and has the potential to transform many industries, not much has been learned about how it can improve public health in rural areas. Previous research has mostly concentrated on social media use in urban environments, highlighting its impact on consumer behaviour, mental health, and awareness of urban healthcare. However, a unique set of difficulties, including low levels of digital literacy, unstable internet connectivity, and sociocultural barriers, exist in rural areas, which are home to almost 65% of India’s population. There is a lack of thorough research on how social media platforms are being used in rural contexts for public health objectives, despite the fact that these specific variables have an impact on the adoption and usefulness of social media in spreading health information. Furthermore, little research has been done on how rural communities view the legitimacy, usability, and effects of social media-based health interventions. In order to offer evidence-based insights that can guide both local and national public health strategies, the current study explores the specific challenges, opportunities, and results of social media engagement in these contexts. The study occupies this research gap and advances our knowledge of how digital platforms can revolutionize the development of rural health.
The Role of Social Media in Rural Development
Rural development, which traditionally faced several challenges due to physical and infrastructural limitations, has witnessed significant transformation with the advent of digital technology. Social media plays a crucial role in driving this transformation by providing rural communities with a platform to connect, share information, and access resources. In rural areas, where access to healthcare services is often limited, social media platforms offer an accessible means of disseminating vital health information. By using social media, health organizations and governments can bypass the traditional barriers of distance and limited infrastructure, reaching out to remote populations with timely and relevant health messages as seen with the pandemic. During the COVID-19 pandemic, social media became a vital channel for disseminating health information, promoting vaccination campaigns, and countering misinformation in rural areas (Chou, Oh, & Klein, 2020). The two-way communication model of social media enhances community engagement and empowers individuals to take proactive steps in managing their health. It also provides a platform for healthcare providers to interact with rural communities, offering advice, addressing concerns, and promoting healthier behaviours (Ventola, 2014).
Public health in rural areas often faces unique challenges, including a shortage of healthcare professionals, poor infrastructure, and cultural barriers to health-seeking behaviour (Shee et al., 2022). Social media has emerged as a powerful tool to mitigate some of these challenges by enhancing communication between healthcare providers and rural residents and spreading awareness. Through platforms like WhatsApp and Facebook, healthcare professionals can provide consultations, share educational content, and address health concerns without the need for physical travel. Campaigns promoting immunization, hygiene practices, and disease prevention can be effectively communicated through social media, helping to bridge the knowledge gap between rural and urban populations. Additionally, social media platforms enable rural healthcare workers to stay updated on the latest public health guidelines, ensuring that they can provide accurate and timely information to their communities (Lau, Gabarron, & Wynn, 2012).
This research seeks to explore that the role of social media in rural public health is multifaceted, with the potential to improve health development and promote sustainable rural development. The study analyses the impact of social media on development in public health by analysing three villages in Karnataka, India, namely Kolar, Tumkur and Ramanagara. In these rural villages, social media platforms are utilized to share health information, spread awareness and bridge the information gap between rural and urban areas.
Literature Review
Public health in rural areas
There has always existed a stark difference in the healthcare systems of urban and rural areas. Public health in rural India specifically faces significant challenges. India has made great strides in improving public health development, but there are still issues that persist, especially in rural areas where insufficient infrastructure, a lack of medical professionals, and unequal access to basic healthcare services hinder overall improvements in public health (Cox et al., 2023). A large portion of the rural population lacks access to basic healthcare services, with a majority of healthcare infrastructure concentrated in urban areas despite the majority of the population residing in rural regions. This disparity leads to poor health development in rural communities, where diseases and infections remain widespread. The distribution of health within a population is influenced differently by a wide range of social, economic, and political circumstances or factors, which contribute to many health inequities (Basu, 2022). The health gap between rural and urban India is mainly due to unequal resource distribution and healthcare policies that prioritize cities. Rural areas experience a shortage of qualified healthcare providers, a situation exacerbated by low education levels, poverty, and poor health literacy (Weinhold & Gurtner, 2014). The recent growth of social media is also not uniformly distributed across age groups (Chou et al., 2009). These challenges hinder efforts to promote preventive health measures and timely medical care. While government schemes aim to address these disparities by providing financial assistance and improving healthcare access, the implementation often falls short in rural areas due to bureaucratic inefficiencies and lack of awareness among the local population (Pandey & Agarwal, 2022). Additionally, limited access to transportation can make it difficult for individuals to reach healthcare facilities, intensifying health disparities. Efforts to improve healthcare delivery must focus on community engagement and education to build trust and promote the benefits of modern medical practices.
Social Media and Development
Social media has emerged as a powerful tool for development in rural areas of India due to its ability to bridge communication gaps, enhance access to information, and promote social inclusion. Social media is essential for rural development as it increases community involvement, transparency, and the dissemination of knowledge (Meera et al., 2022). From health and job opportunities to education and agriculture, platforms like WhatsApp, Facebook, and YouTube have emerged as essential means of sharing information on a range of topics related to rural development (Mamgain et al., 2020). Social media’s accessibility gives rural populations access to resources, information, and real-time updates that were previously restricted or unavailable because of conventional communication barriers like inadequate infrastructure and remote location (Tiwari et al., 2019).
Social media’s capacity to deliver real-time information is a major factor in its efficiency in rural development. For example, farmers can now get timely information on market prices, crop management strategies, and weather conditions and have been able to make better decisions, increasing agricultural incomes and productivity (Joshi & Tripathi, 2023). Additionally, social media platforms facilitate community engagement by allowing rural residents to interact, exchange information, and work together on projects. As a result, there is a stronger sense of community and people are more equipped to lead local development initiatives (Tan et al., 2022). Social media’s success in rural development can also be attributed to its capacity to overcome conventional obstacles like illiteracy. Rural users who cannot read or write can now access and comprehend critical information because of the growth of audio-visual content. Voice messages, infographics, and videos have all gained popularity as means of disseminating information and education in regional tongues.
Social Media for Public Health Development
In India’s rural areas, social media has emerged as a powerful instrument for public health development, bridging the gap between underprivileged communities and healthcare providers. Social media has the potential to improve rural healthcare in India (Kumaran et al., 2015). Platforms such as Twitter, Facebook, and Instagram have the potential to reach a vast audience and engage individuals in health promotion and disease prevention (Dash et al., 2024). Social media’s capacity to efficiently and rapidly spread health information has proven to be effective. Social media helps communities stay informed about health issues that directly affect their lives by offering timely and easily accessible information (Moorhead et al., 2023).
Social media’s ability to increase public awareness of government health initiatives and campaigns is a major advantage for rural health development. Using social media to spread public health campaigns allows us to take advantage of technology to send customized messaging precisely to communities who require it most, far more precisely than traditional mass media can (De Vere Hunt & Linos, 2022). Quite often, the rural population is unaware of the healthcare services that are accessible to them, such as immunization drives, maternal health programs, and sanitation initiatives. Governmental and medical organizations can successfully reach these populations through social media. For example, even in the most isolated regions of the nation, social media was essential in spreading knowledge about vaccinations, safety precautions, and available treatments during the COVID-19 pandemic (Piltch-Loeb et al., 2021). It made sure that people who might have otherwise been unaware of important health information received it.
Social media platforms additionally aid in the dissemination of health literacy and education. Healthcare professionals and non-governmental organizations can overcome illiteracy and linguistic diversity by using voice messages, infographics, and videos to convey critical health concepts in local languages (Arcia et al. 2015). This has been especially helpful in educating rural populations about issues like disease prevention, nutrition, hygiene, and child health. In contexts where conventional approaches to health education might not be as successful, social media provides an interesting and dynamic substitute. Social media facilitates the development of trust between healthcare providers and rural communities. Public health initiatives have been hampered in many rural areas by a lack of trust in formal healthcare systems (Peters & Youssef, 2014). With the two-way communication model of social media and interacting with local influencers, community leaders, and reliable voices on social media, more confidence can be fostered in modern healthcare (Jin et al., 2021). Community-driven health initiatives are also promoted on social media. These platforms allow rural communities to support one another, talk about health issues, and exchange experiences. This promotes healthier lifestyles and more proactive approaches to healthcare by fostering a sense of communal accountability for public health. Technology can therefore be utilized to its fullest extent if problems are addressed, acknowledged, and tried to be eliminated (Kanchan & Gaidhane, 2023).
Theoretical Framework
The integration of the Diffusion of Innovations Theory, the Health Belief Model (HBM), and the Uses and Gratifications Theory provides a robust theoretical foundation for understanding the potential of social media in public health development in rural areas. These three frameworks were chosen because they offer complementary perspectives on audience engagement, communication dynamics, and behaviour change—all of which are crucial to comprehending the effects of social media in rural healthcare and public health development.
Diffusion of Innovations Theory
Everett Rogers’ Diffusion of Innovations Theory (Rogers, 1962) describes how new ideas, innovations, or practices develop within a community. This theory states that the diffusion process has distinct phases and functions. This model emphasizes how some people, frequently referred to as “opinion leaders,” are crucial in persuading others to embrace an innovation, particularly in tight-knit groups where interpersonal influence is effective (Rogers, 1962).
Social media can be viewed as an innovation that helps spread health-related information to rural communities. How health information spreads in rural areas are explained by the theory’s concepts. Social media serves as a catalyst in spreading health-related innovations by rapidly disseminating information about health practices, preventive measures, and government health programs. It also makes it easier for local opinion leaders, like respected community members, healthcare professionals, and community influencers, to have an impact on health behaviours. When individuals in rural communities see others successfully using new health practices through social media, they are more likely to adopt similar behaviours, accelerating the diffusion process.
The Health Belief Model
The Health Belief Model (HBM), developed by Irwin M. Rosenstock in 1974, is a psychological framework that aims to understand people’s health behaviours based on their beliefs about health issues, perceived benefits of action, and obstacles to taking action. According to this model, people who believe they are at risk for a particular health issue, view the condition as serious, understand the advantages of taking preventive action, and feel that the obstacles to taking action are manageable are more likely to adopt preventive health behaviours (Rosenstock, 1974).
Social media serves as a medium where people are made aware of health risks by sharing information on common diseases and health issues in rural communities. Through stories, videos, and personal testimonies, social media can illustrate the seriousness of certain health issues and can inform rural communities of the benefits of health interventions. Social media testimonials, educational articles, and videos can boost rural users’ confidence in the ability to execute out initiatives that promote health, thereby reducing barriers to health care.
Uses and Gratifications Theory
Uses and Gratifications Theory (Blumler & Katz, 1974) examines why people actively seek out particular media to fulfil a range of individual needs and desires. By moving the emphasis from “what media does to people” to “what people do with media,” this theory highlights the agency and choice that people have when it comes to media consumption. People are driven to select media by the rewards they hope to receive from using it (Blumler & Katz, 1974).
The theory offers a useful framework for comprehending how and why rural populations use social media to obtain health-related information in the context of public health development in rural India. Rural communities now depend heavily on social media sites like Facebook, YouTube, and WhatsApp to provide them with timely and easily accessible health information. Social media is a handy source of health advice and preventive health tips for rural residents, who are often limited by a lack of formal health education and easily accessible healthcare services. They can meet particular educational and social needs that local health facilities and traditional media might not adequately address by watching health-related videos, joining community groups, or following public health pages.
The Diffusion of Innovations theory, the Health Belief model, and the Uses and Gratifications theory create a dynamic and interdependent framework for understanding how health information is shared, received, and acted upon through social media in rural areas. The main foundation for comprehending how social media as an innovation spread and is embraced by a community is the Diffusion of Innovations Theory. This theory emphasizes the phases that people and groups go through when they come into contact with innovations like social media in rural areas: knowledge, persuasion, decision, implementation, and confirmation. Opinion leaders and reliable sources who can successfully convey and promote these advances throughout the community are crucial to this diffusion process. The Health Belief model complements this diffusion by focusing on the psychological and cognitive factors influencing individuals’ health decisions. When exposed to health-related content on social media, Rural users assess the perceived severity of a health problem, how susceptible they are to it, the possible advantages of taking preventive action, and the obstacles they may encounter. These assessments are crucial for determining whether the information shared through the diffusion process leads to meaningful behaviour change. The Uses and Gratifications theory adds yet another dimension to this process by highlighting how users actively seek out and interact with health content that suits their own needs. People in rural areas may use social media to satisfy a variety of needs, including learning about illnesses, seeking aid from others in the community, or finding entertainment while consuming health-related content. In addition to influencing the kinds of information people are exposed to, the reasons for social media use also affect the rate and scope of the diffusion process. The process of the rural population consuming health related information on social media is thereby a progression of the three theoretical frameworks. People are exposed to health-related information online on social media (Diffusion of Innovations theory) which directly affects their perception of health and health risks (Health Belief model). They then choose to share and consume relevant health information (Uses and Gratification theory) which thereby contributes to public health development. This integrated approach fosters a more thorough understanding of how to employ digital tools for health education and development by highlighting the interconnectedness of social, psychological, and technological factors that determine the impact of social media on public health in rural areas.
Research Gap
While a lot of research has been done on public health in rural India and the increasing impact of social media, little is known about how social media specifically affects the development of public health in rural areas. Few studies have looked at how social media specifically affects public health development in rural India, particularly with regard to behavioural change and health literacy. The majority of existing research focuses on digital health interventions or the role of media in raising health awareness. Furthermore, the rural context offers distinct use of social media opportunities and challenges that are very different from those in urban settings.
The majority of studies on digital health tools have either focused on urban populations or projected results to the whole nation, frequently ignoring the unique cultural, economic, and infrastructure elements that affect social media use in rural areas. Social media platforms’ use for health-related purposes is impacted by the disparities in digital literacy, linguistic diversity, and internet connectivity among India’s rural communities. This research gap highlights the need for a nuanced study on social media’s role in public health development tailored specifically to rural India. The present research study can contribute to understanding how social media can be leveraged for sustainable health improvements in rural areas, offering valuable insights for policymakers and healthcare practitioners.
Methodology
The present study used quantitative research methods. The study employs a quantitative survey approach with a structured questionnaire to collect data on the role of social media in public health development in villages and towns in three districts in Karnataka: Kolar, Tumkur, and Ramanagara.
The questionnaire method is a research tool that involves asking respondents a series of structured or semi-structured questions regarding a particular subject in order to gather data from them. In quantitative research, questionnaires are frequently used to gather and examine data from large populations. This method is effective for gathering information on attitudes, behaviours, or experiences (Creswell, 2014). The questions in the questionnaire were answered using a five-point Likert scale (1=Never to 5=Always). To guarantee that participants with different literacy levels could complete the questionnaire, a field survey was conducted through in-person interviews by the researcher and trained enumerators.
The target population consists of adult residents of villages and towns in Kolar, Tumkur and Ramanagara (aged 18–60 years) who are active or potential users of social media. Kolar, Tumkur and Ramanagara are districts in Karnataka, India, that comprise of villages and towns, which serve as a representative sample of the region’s rural communities. The researcher used purposive sampling method so that only respondents who were familiar with social media participated in the present study. Purposive sampling was employed to select participants who are most relevant to the study’s objectives. This method was chosen to ensure that the sample included individuals with direct experience or engagement with social media. Since social media is not widespread in rural areas as opposed to its urban counterpart, purposive sampling was required as the respondents’ use of social media is crucial to the findings of the study. By deliberately selecting participants based on their knowledge, involvement, or influence in the context of rural healthcare and social media, purposive sampling allowed the study to gather rich, in-depth insights into the phenomena being investigated.
While purposive sampling is effective for focusing on specific research questions, it has potential drawbacks. The findings derived from a purposively selected sample may not be representative of the broader rural population. Since participants are chosen for their relevance rather than through random selection, the results may not fully capture the diversity of experiences and perspectives across all rural communities in India. The selection process for purposive sampling involves researcher discretion, which can introduce bias. Some groups may also be overrepresented in the sample because they are more accessible or vocal on the topic. Despite these limitations, purposive sampling was a suitable choice for this study because of its ability to target participants with the most relevant experiences. To mitigate its drawbacks, efforts were made to include a diverse range of voices within the purposive sample, ensuring a more comprehensive understanding of social media’s role in rural public health.
Research Objectives
1. To examine how Indian rural communities use social media platforms to obtain and disseminate public health information.
2. To investigate how social media affects public health.
Research Questions
1. Do Indian rural communities use social media platforms to obtain and disseminate public health information?
2. Does social media affect public health in Indian rural communities?
3. Does time spent on social media affect health literacy in Indian rural communities?
4. Does easy access to health information on social media impact preventive health behaviour intentions in Indian rural communities?
5. Does exposure to health campaigns on social media increase health knowledge in Indian rural communities?
6. Does exposure to health blogs on social media increase health knowledge in Indian rural communities?
7. Do online discussions on health-related issues in social media affect health literacy in Indian rural communities?
8. Do HIV/AIDS and cancer awareness messages on social media increase health knowledge in Indian rural communities?
Hypothesis
Based on the objectives and review of literature, few hypotheses were framed for the present research study which focuses on the impact of social media in public health:
H1: There is a significant relationship between social media and public health.
H01: There is no significant relationship between social media and public health.
H2: There is an association between the duration of time spent on social media and health literacy.
H02: There is no association between the duration of time spent on social media and health literacy.
H3: There is a significant relationship between easy access to health information on social media and preventive health behaviour intentions.
H03: There is no significant relationship between easy access to health information on social media and preventive health behaviour intentions.
H4: There is a significant relationship between exposure to health campaigns on social media and health knowledge.
H04: There is no significant relationship between exposure to health campaigns on social media and health knowledge.
H5: There is a significant relationship between exposure to health blogs on social media and health knowledge.
H05: There is no significant relationship between exposure to health blogs on social media and health knowledge.
H6: There is a significant relationship between online discussions on health-related issues in social media and health literacy.
H06: There is no significant relationship between online discussions on health-related issues in social media and health literacy.
H7: There is a significant relationship between HIV/AIDS and cancer awareness messages on social media and health knowledge.
H07: There is no significant relationship between HIV/AIDS and cancer awareness messages on social media and health knowledge.
Data Analysis and Discussion
The researcher collected data from 381 respondents through a structured questionnaire. The respondents in the present study consisted of adult residents aged between 18–60 years who are active or potential users of social media. Majority of the respondents were males (63.78%). Also, many respondents were PUC (35.91%) or graduates (26.25%). Most of the respondents were married (68.24%). Majority of the respondents were employed in the private sector (30.45%) or self-employed (30.45%). The data was collected from 3 famous districts in Karnataka, namely, Kolar 31.5% (n=120), Tumkur 36.75% (n=140) and Ramanagara 31.76% (n=121) (See Table 1).
Demographic Profile of the respondents
Media Habits
Regularly Used Media – All the respondents, i.e. 100% (n=381) watched films. Majority of the respondents i.e. 99.74% (n=380) used the Internet, another 99.74% (n=380) used social media and television was used by 98.69% (n=376). Another 55.12% (n=210) accessed newspaper and the least used media was radio with 50.66% (n=193) (See table 2).
Regularly used media
Regularly used social media – Almost all the respondents, i.e. 99.48% (n=379), used YouTube and 99.21% (n=378) used WhatsApp regularly. Also, many respondents, i.e. 96.59% (n=368) used Facebook, another 93.44% (n=356) used Instagram regularly and X (formerly Twitter) was used by 36.75% (n=140) (See table 3).
Regularly used social media
Time spent on social media – Table 4 shows the average time spent by the respondents per day on each of the social media platforms, namely, Facebook, Instagram, WhatsApp, YouTube, X (formerly Twitter), LinkedIn and Pinterest.
Time spent on social media
Facebook – About 44.36% (n=169) of the respondents spent 1–2 hours per day accessing Facebook, followed by 30.97% (n=118) who spent less than 30 minutes, 20.21% (n=77) spent 3 to 4 hours per day, 3.94% (n=15) spent 30 minutes to 1 hour, and 0.52% (n=2) spent 5–6 hours per day, respectively.
Instagram – About 44.36% (n=169) of the respondents spent 1–2 hours per day accessing Instagram, followed by 38.32% (n=146) who spent 30 minutes to 1 hour, 16.27% (n=62) spent 3 to 4 hours per day, and 1.05% (n=4) spent less than 30 minutes per day, respectively.
WhatsApp – About 44.09% (n=168) of the respondents spent 30 minutes to 1 hour per day accessing WhatsApp, followed by 32.28% (n=123) who spent 1 to 2 hours, 22.05% (n=84) spent 3 to 4 hours per day and 0.79% (n=3) spent less than 30 minutes and another 0.79% (n=3) spent 5–6 hours per day, respectively.
YouTube – About 50.39% (n=192) of the respondents spent 1–2 hours per day accessing YouTube, followed by 38.06 % (n=145) who spent 3 to 4 hours per day, 6.82 % (n=26) spent 5–6 hours, 4.20% (n=16) spent 30 minutes to 1 hour and only 0.52 % (n=2) spent less than 30 minutes per day, respectively.
X (formerly Twitter) – About 22.83% (n=87) of the respondents spent less than 30 minutes per day on X (formerly Twitter), followed by 12.34% (n=47) who spent 30 minutes to 1 hour and 1.57% (n=6) spent 1 to 2 hours per day, respectively. Since, majority of the users spent significant time on various social media platforms, they had exposure to higher levels of health literacy. Hence, the hypothesis H2: There is an association between the duration of time spent on social media and health literacy was accepted.
Health Campaigns
Rural populations in India increasingly turn to social media to learn about health campaigns, as platforms like WhatsApp, Facebook, and YouTube make information readily and easily accessible. About 71.39% (n=272) of the respondents have been aware of health campaigns through social media. Health campaigns promoting vaccination, hygiene practices, and nutrition are often disseminated through social media, allowing people to receive updates directly on their mobile devices. A respondent from Tumkur also highlighted the recurrence of government schemes and awareness campaigns being advertised on social media. Many users find social media reliable for real-time information on government health initiatives, making it easier to stay informed about local and national campaigns. Another respondent from Ramanagara recalled the social media campaigns on promotion of vaccination during the COVID-19 period. About 28.61% (n=109) of the respondents were not aware of health campaigns through social media. Therefore, social media can be seen as a significant platform through which majority of the people in rural India obtained information on health campaigns. (See Fig. 1) Hence, the hypothesis H4: There is a significant relationship between exposure to health campaigns on social media and health knowledge is accepted.
Social media’s usage for health campaigns
Health Blogs
Majority of the rural social media users, i.e. 72.71% (n=277), have not engaged with health blogs. Health blogs are often text-heavy and may be less accessible for individuals with limited literacy. Language barriers also play a role, as many blogs are written in English or major regional languages, which may not cater to all the dialects and language preferences in rural areas. Most respondents had not come across health blogs stating that they are not easily accessible. An important insight provided by a respondent from Kolar highlighted that reading health blogs was a luxury they could not afford to waste time on in their tight schedules. Additionally, blogs are typically less interactive and engaging than short videos or audio messages, which are more popular for their ease of understanding and quick access to information. Only 27.30% (n=104) of the rural social media users claimed to access health blogs. (See Fig. 2). Hence, the null hypothesis H05: There is no significant relationship between exposure to health blogs on social media and health knowledge is accepted.
Social media to read health blogs
Online Discussion of Health-related Issues
More than half, i.e. 59.84% (n=228), of the respondents agreed to using social media to discuss health-related issues online. Social media has immense potential to increase conversations about health issues since it allows for open communication and makes important information more accessible. Respondents agreed that having these conversations significantly impacted their personal decisions regarding their health. By allowing users to exchange personal health stories, this setting could foster a community of support that improves health literacy and promotes proactive health behaviours. Another 40.16% (n=153) respondents did not use social media for online discussions on health-related issues. In summary, social media can be seen as a significant platform through which the majority of the people in rural India obtained and disseminated information on health-related issues (See Fig. 3). Hence, the hypothesis H6: There is a significant relationship between online discussions on health-related issues in social media and health literacy is accepted.
Social media for discussing health-related issues
HIV/AIDS, Cancer awareness
The lower digital literacy and limited access to reliable health resources can be credited for only 19.16% (n=73) of the respondents using social media for HIV/AIDS and cancer awareness. Stigma and misinformation surrounding these diseases often discourage individuals from discussing or seeking information about them publicly, as they may fear judgment or social repercussions. A respondent provided insights on the information that was available to them, which highlighted the negative connotations associated with these diseases rather than information on how to proceed with treatment. Additionally, rural health awareness on social media tends to focus on more common, community-impacting issues, leaving less emphasis on chronic or stigmatized diseases like HIV/AIDS and cancer. This gap between awareness and engagement needs to be eliminated. The majority of the respondents, i.e. 80.84% (n=308), said that social media didn’t help them in HIV/AIDS and cancer awareness. Further, a respondent from Kolar claimed to have watched HIV/AIDS and cancer awareness messages on television (See Fig. 4). Hence, the null hypothesis H07: There is no significant relationship between HIV/AIDS and cancer awareness messages on social media and health knowledge is accepted.
Social media for HIV/AIDS, Cancer awareness
Information on Preventive Healthcare Measures
About 89.24% (n=340) respondents have used social media for obtaining information on preventive healthcare measures. This widespread use of social media in rural areas signals a positive shift in public health development. Respondents agreed that they were able to connect symptoms to their causes with the help of social media. It indicates that people are more proactive in managing their health, seeking knowledge about disease prevention, hygiene, vaccination, and lifestyle choices to avoid illness. This phenomenon clearly highlights social media’s potential as a versatile tool for public health outreach, enabling organizations and governments to effectively disseminate vital health information to large, diverse populations. Still 10.76% (n=41) of the respondents were not influenced by social media’s information on preventive healthcare measures. (See Fig. 5) In summary, social media can be seen as a significant platform through which the people in rural India obtained information on preventive healthcare measures. Hence, the hypothesis H3: There is a significant relationship between easy access to health information on social media and preventive health behaviour intentions is accepted.
Social media’s information on preventive healthcare measures
Based on the data collected and analysed to test for the predictions of hypothesis, i.e., relationship between social media and public health. We identified that there is a significant relationship between social media usage of Facebook, WhatsApp, Instagram, and YouTube based on the time spent on public health and the results of the hypothesis showed that the model is significant (n=381) (r=.202) [F (1,381) = 16.061, p<0.001].
But the R square value of 0.041 is weak, showing that social media accounts for only a small portion of the variance in public health outcomes. The integration of social media into public health practice is still limited. Social media can be a useful tool for only certain health behaviours, its influence is still not robust across all types of health behaviours (Charles-Smith et al, 2015; Petkovic et al, 2021).
We further checked the main effect of social media on public health and the results showed that information on social media significantly predicted public health (β=1.753, t=7.432, p<0.001) (see table 5) The statistical analysis showed that respondents were experiencing a significant relationship between social media and public health i.e. social media played a significant role in obtaining and dissemination of information for public health, hence the hypothesis H1: There is a significant relationship between social media and public health is accepted.
Results of significance testing
Major Findings
• Almost all the rural social media users, i.e. 99.48%, used YouTube and 99.21% used WhatsApp regularly.
• Many rural social media users, i.e. 96.59%, used Facebook and 93.44% used Instagram regularly.
• About 50.39% of the rural social media users spent 1–2 hours per day accessing YouTube.
• Around 44.36% of the rural social media users spent 1–2 hours per day accessing Instagram.
• About 44.36% of the rural social media users spent 1–2 hours per day accessing Facebook.
• Around 44.09% of the rural social media users spent 30 minutes to 1 hour per day accessing WhatsApp.
• The statistical analysis showed that respondents were experiencing a significant relationship between social media and public health. The hypothesis H1 was accepted.
• Majority of the users spent significant time on various social media platforms, so they had exposure to higher levels of health literacy. The hypothesis H2 was accepted.
• Almost 89.24% of the rural social media users use social media for obtaining information on preventive healthcare measures. The hypothesis H3 was accepted.
• More than 71.39% of the rural social media users have been aware of health campaigns through social media platforms. The hypothesis H4 was accepted.
• Nearly 59.84% of the rural social media users use social media to discuss health-related issues online.
• Only 27.30% of the rural social media users have read health blogs. The hypothesis H5 was rejected.
• Around 59.84% of the respondents use social media to discuss health-related issues online. The hypothesis H6 was accepted.
• Only 19.16% of the rural social media users use social media for HIV-AIDS and -cancer awareness messages. The hypothesis H7 was rejected.
Limitations
The present research study also has few limitations. The study was limited to only 3 villages in Karnataka due to time and financial constraints. Some of the respondents were highly active users of social media, while others were occasional users.
The rural Indian population still experiences discrepancies in internet connectivity despite advancements in digital infrastructure, with certain areas lacking dependable access to mobile networks and reasonably priced data. This disparity is particularly noticeable in isolated places where locals might not have access to the internet at all. Furthermore, digital literacy is still a problem even in areas with connectivity; many rural residents might not know how to use social media platforms or navigate them to find health information. Social media’s potential as a public health tool is limited by this lack of access and digital literacy.
The study uses data from three districts in rural Karnataka as a representative sample. The concentration of the geographical location thereby concentrates the data. Numerous linguistic communities, each with its own dialects and regional languages, can be found in rural India. Rural people who only speak their local dialects find it extremely difficult to understand others because of this language barrier. The use of purposive sampling inherently involves researcher discretion in participant selection, which may lead to selection bias. The study may unintentionally overlook the perspectives of rural communities who do not have access to digital platforms or do not utilize them by concentrating on people who use social media. Understanding the obstacles to social media adoption in rural healthcare settings is hindered by this isolation. Compared to probability-based sampling techniques, purposeful sampling frequently uses lower sample sizes. Because the results might not fully capture the range of experiences or appropriately reflect the greater rural population, a smaller sample raises the possibility of sampling errors.
With respect to the credibility of information shared, social media platforms are frequently unregulated, and false information regarding health-related subjects may circulate rapidly. In rural areas, where users might not have the resources to independently check information and instead rely largely on what is shared within their networks, this is especially problematic. Confusion, fear, and dangerous health behaviours can result from false health information. The study’s goal of evaluating social media’s beneficial contribution to public health development is complicated by this susceptibility to false information since it could be challenging to distinguish between the influence of potentially harmful content and accurate information.
Another limitation is the response bias, i.e. the respondents may be biased while answering the questionnaire.
Conclusion
The study emphasizes the expanding role of social media in enhancing public health development in rural India, where access to health information and services has traditionally been limited. Social media platforms have revolutionized the way rural populations learn about health by educating people and communities and promoting healthy habits. Rural residents can take better control of their health thanks to these platforms, which facilitate the more efficient way of information dissemination. Rural residents can make better health decisions and improve the general health of the community when they are better informed about diseases, how to prevent them, and information on the government’s health services. As a result, social media has developed into an effective tool for encouraging people to adopt healthier habits and for making health education easily accessible.
When it comes to accessibility, social media’s ability to share visual content can be seen as an important factor that aids public health development. One of the main challenges with health literacy in rural areas is the language barrier. With visually engaging content, individuals are more likely to understand and connect with the content, expanding their health literacy and learning to be proactive in matters of public health. People in rural areas may communicate with each other through online networks and organizations to ask questions, share health experiences, and support each other in taking measures to improve their health. These virtual ties strengthen ties within the community and establish a network of support that can be particularly helpful during medical emergencies. Social media has made it possible for people to obtain peer support and information, even from remote areas.
However, there are certain challenges to public health development through social media. Certain individuals in rural areas are unable to fully utilize social media due to limited digital access and differing levels of digital literacy. The dissemination of false information is another issue since social media can magnify unreliable or inaccurate health information. If people follow false advice, this could cause confusion or even severe repercussions. In order to overcome these obstacles, the government and community organizations must keep working to increase digital access and advance media literacy in rural areas.
The development of a country does not simply comprise of the advancements in urban areas. With the goal being sustainable development, the entire population, despite its variations, must progress as a single unit. Since the premises are different for rural areas, it is our collective responsibility to ensure that the method of public health development is specifically catered to the need of the hour. In rural India, social media holds tremendous potential for enhancing public health by empowering communities and filling in knowledge and resource gaps. By tackling current challenges, social media can develop into an even more effective and inclusive instrument for creating healthier communities and guaranteeing that rural residents have access to the resources they require to lead healthier and better lives.
The process of the rural population consuming health related information on social media is when people are exposed to health-related information online on social media (Diffusion of Innovations theory) which directly affects their perception of health and health risks (Health Belief model). They then choose to share and consume relevant health information (Uses and Gratification theory) which thereby contributes to public health development. Social media has the power to increase public awareness by disseminating precise public health information to more rural people than ever before, leading to positive public health. Social media plays a significant role in enhancing public health. The government can also exploit the power of social media, as an emergency message can be spread through social media much faster than any virus.
The present study was restricted to a few districts in Karnataka; hence, future research can be conducted across India for a better representative sample. A larger sample size can be used to avoid sampling errors. Future studies can investigate the long-term effects of social media on public health development in rural locations using a longitudinal approach. A more thorough knowledge of how prolonged exposure to social media affects individual and community health trajectories would be possible by monitoring changes in health habits, disease preventive techniques, and healthcare awareness over an extended period of time. A comparative study between urban and rural areas could also provide a detailed understanding of where the problem lies and how to work towards a sustainable solution.
Data Availability Statment
The datasets used and/or analyzed during the current study are available from the corresponding author on reasonable request.
Notes
Funding Information
This work was supported by Jain (Deemed-to-be) University, under Grant for minor research projects (Ref. No.: JU/MRP/CMS/1/2022).