Self-Efficacy, Consumer Innovativeness, and Health Protective Behaviors via Social Media in Private Healthcare

The WHO declared COVID-19 a pandemic in February 2020, changing social interactions and increasing social media use for preventive measures. However, the impact of social media on public health awareness remains unclear. This study develops a framework based on Health Protective Behaviors to explore how Self-Efficacy, mediated by Consumer Innovativeness, affects social media engagement in private healthcare. A survey of 400 respondents from Klang Valley found a significant positive relationship between social media engagement, Self-Efficacy, Consumer Innovativeness, and Health Protective Behaviors. Consumer Innovativeness partially mediates the link between Self-Efficacy and Health Protective Behaviors.