Abstract
The study assessed the effectiveness of public service messages on hepatitis in Punjab, Pakistan, focusing on knowledge, preventive measures, and health beliefs using the Health Belief Model. The study utilized a multistage sampling technique and systematic random sampling to survey 760 respondents, including 384 general population members and 376 hepatitis patients, from the top five districts with the most common hepatitis, finding that public service messages’ effectiveness was insignificant among Hepatitis negative and hepatitis patients. The study found significant differences in knowledge about hepatitis among demographic variables such as age, background, educational qualification, respondent type, family history, and participation in health awareness activities, as tested through ANOVA and Pearson Chi-square tests. Moreover, the perceived susceptibility and perceived severity of hepatitis had a significant impact (R 2 =.635, F = 605.71, β1 =.36, β2 =.58, p-value =0.000 < 0.05.) on preventive measures to avoid hepatitis. The perceived barriers and perceived benefits of hepatitis had a significant impact (R 2 =.407, F = 238.96, β1 =.56, β2 = −.42, p-value =0.000) on the self-efficacy to execute positive behavior toward avoiding hepatitis. Perceived barriers negatively impact self-efficacy, while media exposure and health-related awareness about hepatitis do not significantly influence its knowledge.
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