ArticleDigital health
Social media use for health, cultural characteristics, and demographics: A survey of Pakistani millennials.
Article in Digital health. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 15 papers.
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Who cites it
15 citing papers in PubMed.
- Effectiveness of a Multifaceted Mobile Health Intervention (Multi-Aid-Package) in Medication Adherence and Treatment Outcomes Among Patients With Hypertension in a Low- to Middle-Income Country: Randomized Controlled Trial.JMIR mHealth and uHealth · 2024Trial
- Student Perceptions of the School eHealth Education Program Pakistan (eSHEPP): A Qualitative Study of Acceptability, Feasibility, and Awareness of Non-Communicable Diseases.Research square · 2026Article
- Social media data and its potential for pharmacovigilance: a comparative analysis of reported prevalences regarding drug-induced gingival overgrowth (DIGO).Naunyn-Schmiedeberg's archives of pharmacology · 2026Article
- Comment on "Evaluating the reliability of YouTube videos as an educational source on heart failure".Revista da Associacao Medica Brasileira (1992) · 2026Article
- Article
- School eHealth education program Pakistan (eSHEPP): an exploratory qualitative study of stakeholder perspectives on design, barriers, and facilitators.Journal of health, population, and nutrition · 2025Article
- School eHealth Education Program Pakistan (eSHEPP): An Exploratory Qualitative Study of Stakeholder Perspectives on Design, Barriers, and Facilitators.Research square · 2025Article
- Regional variations in the trend of iron supplementation during pregnancy and its multi-level predictors in Pakistan.Scientific reports · 2025Article
- Using Social Media Platforms to Raise Health Awareness and Increase Health Education in Pakistan: Structural Equation Modeling Analysis and Questionnaire Study.JMIR human factors · 2025Article
- Social media's contribution to increasing consumer awareness: An applied study on Instagram's use among pharmacists.Journal of education and health promotion · 2025Article
- Review
- A study to assess the efficacy of print and digital health communication media tools (HCMT) in rural and urban communities.F1000Research · 2023Article
- Motivational Influences Affecting Middle-Aged and Elderly Users' Participation Intention in Health-Related Social Media.International journal of environmental research and public health · 2022Article
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Authors and funding
4 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Objective: Over the last 10 years, an extensive body of literature has been produced to investigate the role of social media in health. However, little is known about the impact of cultural characteristics (e.g. masculinity, collectivism, and uncertainty avoidance) on social media use regarding health-related information, especially in developing countries like Pakistan. The present study employed Hofstede's cultural characteristics framework and uses and gratification theory to examine how Pakistani millennials' demographic attributes and cultural characteristics are associated with their social media use for health-related information. Method: An online survey of 722 people aged 18-35 living in Pakistan was conducted in spring 2020 to examine the intensity and frequency of social media use, health-related use of social media, cultural characteristics, and demographic attributes. Results: Results showed that cultural characteristics-masculinity, collectivism, and uncertainty avoidance-are strongly related with their perceptions of social media importance, usefulness, and perceived ease of access for health-related information even when controlling for demographic characteristics. Age and gender are also significantly associated with their perspectives on social media for health. Conclusions: We found that communicating and sharing information is the most important motivation for Pakistani millennials to use social media in the area of health with WhatsApp and YouTube being most preferred social media sites for health-related issues.
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