Even though there is a wide range of social media networking tools and platforms, according to Lipsman, Mudd, Rich and Bruich (2012), the most dominant is Facebook, with over 2.17 billion daily active users on average as at January, 2018 (Global Digital Report, 2018). In Ghana, about 4,900,000 of the population actively use Facebook (Internet World Stats, 2018). These social media sites are increasingly becoming popular with the average Ghanaian spending not less than three hours 30 minutes on the internet (Kemp, 2017).
Social Media for Health Purposes
Several organisations are adopting social media in their communication mainly because of the high growing rate of uptake among the public. These sites are also being adopted because of their interactive features such as feedback mechanisms and news feeds which enhance their promotional and branding activities by encouraging the repeat use of the site by visitors (Zarrella, 2009).
Kaplan and Haenlein (2010) remarked that even though organisations have adopted social media tools in their communication, particularly in the area of health, there are still gaps in how these communication tools could be deployed and used effectively to ensure both users and professionals benefit from them. Heldman, Schindelar and Weaver (2013) postulated that the potential for behaviour change with social media engagement exists, but there is the need for more inquiry to ascertain this possibility. This study is, in part, a response to that invitation.
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