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Using Social Media Well: Perceptions and Predictions of Social Media Self-Regulation
Nottoli, Lisa Helen
Nottoli, Lisa Helen
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2020
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Social media are often part of everyday life; while they can elicit positive experiences, there are also negative effects to consider. Communicators have attempted to combat these negative effects through health campaigns. This study examined college students’ perceptions of social media self-regulation campaigns and intentions to self-regulate time on social media. The health belief model (Rosenstock, 1960) and the theory of planned behavior (Fishbein & Ajzen, 2010) were used to predict social media self-regulation intentions. Participants (N = 214) were divided into two groups. The treatment group viewed social media self-regulation campaigns and wrote about their reactions to the campaigns before responding to a questionnaire based on HBM and TPB constructs which measured intention to engage in social media self-regulation (completed by both groups). Results showed that college students prefer campaign messages that explain how to “use social media well”—as a tool to make face-to-face connections offline. Five of the seven constructs from HBM and TPB significantly predicted social media self-regulation. Implications for future health campaigns and social media self-regulation are discussed. Keywords: social media, self-regulation, health belief model, theory of planned behavior, uses and gratifications, anxiety, depression, stress, addiction, health campaigns, behavior theory
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Strategic Communication