The mediating role of social media engagement on the impact of perceived visual informativeness to health literacy

Health is crucial to human well-being and reliable information is essential for disease understanding and health management. Traditionally, healthcare organizations and providers were the most trusted sources of health information. However, many people now rely on social media for health information and support particularly during crises such as COVID-19. The vast amount of health-related content available on social media makes it more challenging for users to discern accurate information. This study examines the relationships between Perceived Visual Informativeness (PVI), Health Literacy (HL), and Social Media Engagement (SME) within the context of the COVID-19 endemic. It also determines whether SME mediates the relationship between PVI and HL. This study adopts a quantitative approach whereby data were collected using a survey from a sample of 410 active social media users in Jordan. The results show a significant positive relationship among the three key variables: Perceived Visual Informativeness (PVI), Health Literacy (HL) and Social Media Engagement (SME). Additionally, SME was found as mediator in the relationship between PVI and HL. Based on these results, the study recommends that health institutions of all types should utilize diverse social media platforms to effectively engage with individuals and disseminate reliable health information. It is also imperative for thorough investigation on the determinants influencing health literacy, as well as the underlying causes that push people to depend on social media platforms in acquiring health information