Medical students and doctors’ perceptions toward COVID-19 health communication on social media

BACKGROUND: Ineffective health communication could cause the increase of COVID-19 cases in Indonesia. Medical students can involve in efforts in health communication on social media to positively impact prevention behaviors during a pandemic. This study aims to identify and analyze medical students’ and internship doctors’ perceptions toward health communication related to COVID-19 through social media. MATERIALS AND METHODS: A mixed method with exploratory sequential used. A qualitative study was done using phenomenology approach through deep and semi-structured interviewing. After data analysis, the draft of the instrument prepared. Items in the draft selected based on the respondents’ answer. Then, a quantitative cross-sectional study was used. The data obtained from 399 medical students and doctors at a University in Indonesia using Google Form on October 14 to October 20, 2020 through media social. Data were analyzed using Pearson Correlation and Chi-square (alternative: Fisher's exact test) and logistic regression analysis with P < 0.05 and 95% confidence interval, respectively. RESULTS: Based on interview, respondents communicate health on social media because the condition of COVID-19 in Indonesia is dangerous, feel vulnerable to COVID-19, understand the benefits, obligations, or responsibilities as a candidate and/or medical personnel and believe they can create content/find valid sources. Meanwhile, the perception of limited knowledge is their biggest obstacle in conducting health communication. There were a relationship between gender (P = 0.028, PR = 0.657), perceived severity (P = 0.044, PR (Prevalence Ratio) =4.844 [0.725–32,354]), perceived susceptibility (P = 0.005, PR = 1.803 [1.182–2.750]), perceived barrier (P < 0.001, PR = 2.543 [1.908–3.388]), and self-efficacy (P = 0.012, PR = 1.810 [1.120–2.926]) with health communication behavior. The perceived barrier (P < 0.001, RR = 4.278 [2.709–6.754]) and perceived susceptibility (P = 0.004, PR = 2.304 [1.302–4.077]) were the most influenced behavior. CONCLUSIONS: This study showed that perceived severity, perceived susceptibility, perceived barrier, and self-efficacy are predictor factors of health communication behavior related to COVID-19 on social media with perceptions of susceptibility and perceived barriers as the most influential variables. It is necessary to provide communication learning on social media as effectively and applied directly to reduce perceived barriers and increase self-efficacy.