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ISSN: 2353-6942
Health Problems of Civilization Physical activity: diseases and issues recognized by the WHO
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abstract:
Original paper

SHAPING THE FUTURE: EXPLORING THE IMPACT OF DIGITAL HEALTH MESSAGES AND COMMUNICATION ON PROTECTION ACTION MOTIVATION TO ADOPT PREMARITAL GENETIC TESTING

Faryal Sohail
1
,
Syed Hassan Raza
2
,
Moneeba Iftikhar
3
,
Umer Zaman
4
,
Andrea Ševčovičová
5
,
Tatiana Hrindová
5

  1. Institute of Media and Communication Studies, Bahauddin Zakariya University, Multan, Pakistan
  2. School of Media and Communication, Taylor’s University, Subang Jaya, Selangor, Malaysia
  3. Department of Mass Communication, Lahore College for Women University, Lahore, Pakistan
  4. Endicott College of International Studies, Woosong University, Dong-gu Daejeon, South Korea
  5. Nursing Department, St. Elizabeth University of Health and Social Work, Bratislava, Slovakia
Health Prob Civil.
DOI: https://doi.org/10.5114/hpc.2025.146603
Online publish date: 2025/01/14
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Background
The research area of health communication is expanding, and digital media is being widely studied. Although digital media and digital health information are pervasive, there is a huge gap in research on how they affect people's behavior. The research explores the efficacy of digital health messages and communication strategies in enhancing health literacy and health behavior interventions. The research integrated the protection action decision model and the theory of normative social behavior.

Material and methods
The study employs a cross-sectional online survey to collect data from 520 unmarried, separated and divorced adults with potential future marriages.

Results
The results verified that digital health messages from health authorities could ingrain the risk perception about genetic diseases and protective action perception of premarital screening, resulting in protection motivation. Likewise, the normative factor of the injunctive norm was surprisingly not significant. Digital health messages promote outcome expectations and perceptions about genetic diseases, intensifying protection motivation and the relationship between descriptive norms.

Conclusions
The research clarified that regardless of prevailing normative beliefs about premarital testing, health messages disseminated from health authorities’ digital platforms can ingrain a greater extent of perceived risk, protective action, and outcome expectations, enhancing motivation to adopt premarital genetic testing.

keywords:

premarital screening, digital media, genetic disorders, health communication, World Health Organization

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