Effects of Health Information Communication Based on Social Media Usage in Promoting HPV Vaccination Intention in China

With the gradual promotion of the human papillomavirus (HPV) vaccine in mainland China, social media has been suggested as an important channel for disseminating HPV-related information and promoting vaccination behaviors. This study explored the mechanism that health information communication based on social media usage affects HPV vaccination intention, i.e., examining the mediating effects of external factors (information credibility and information satisfaction) and internal factors (personal health beliefs) between social media use and HPV vaccination intention, and examining the potential moderating effect of subjective norms and health literacy on the key independent variables and the outcome variables. A total of 2552 cross-sectional sample data (through random sampling and based on the 95% confidence level with population size > 100,000) were collected through an online questionnaire in April 2022. The results based on mediating analyses indicated that information credibility, information satisfaction, and health belief all positively mediated the relationship between social media use and HPV vaccination intentions (p < 0.001). In addition, subjective norms and health literacy separately moderated the relationship between social media use and information credibility and between social media use and information satisfaction. This study provides insights for the community to promote HPV vaccination intention by utilizing social media information communication. Specifically, we identify that information satisfaction, information credibility, and health beliefs are positively associated with social media use, thereby contributing to healthy behaviors.