Abstract
Previous studies on the impact of Internet-powered media on health promotion have often neglected the relationship between message recall and health behaviour. Such neglect makes it look as though exposure to media messages automatically leads to recall. Also, other studies appear to have paid less attention to understanding if the perception of the existence or otherwise of a public health issue actually influences the effectiveness of health intervention. In the current study, the authors suggest a model that takes into consideration these existing gaps. They examined 470 social media users who were exposed to YouTube animated cartoons on COVID-19 using an example from a developing country. The authors found, among others, that perception concerning the realness of COVID-19 was the greatest contributing factor in predicting the effectiveness of YouTube animated cartoons on health behaviour. The scholarly theoretical and practical contributions of the findings are explored.
Highlights
We developed a model that predicts the effectiveness of COVID-19 YouTube animated cartoons on the health behaviour of social media users with particular attention to Nigeria
We proposed a model for assessing the effectiveness of YouTube animated cartoons on health behaviour in relation to COVID-19 among social media users in Nigeria
We hypothesized that the dimension of exposure will predict recall of YouTube animated cartoons on COVID-19
Summary
We developed a model that predicts the effectiveness of COVID-19 YouTube animated cartoons on the health behaviour of social media users with particular attention to Nigeria. This was regarded essential because of the dangers that COVID-19 poses to human beings globally. The year 2020 will be remembered as the time in human history when humanity was humbled, by an invisible enemy It will be remembered as a time when all human beings were terrorized and levelled. That invisible enemy is coronavirus disease which the World Health Organization designates as COVID-19. This invisible enemy has brought the global economy to a standstill. COVID-19 started to capture the world (Ale, 2020; Odii, et al, 2020; Melugbo, et al, 2020)
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