Association of Social Media Exposure and Information Credibility with Thalassemia Awareness and Community Participation among Urban Adults in Pakistan: A Cross-Sectional Study: Social Media Exposure and Thalassemia Awareness and Community Participation

Ayesha Maqsood; Haleema Sadia; Talha Ahmad Khan; Humaira Yousaf

doi:10.54393/pbmj.v9i5.1373

Authors

Ayesha Maqsood Department of Media and Communication and Research, University of the Punjab, Lahore, Pakistan
Haleema Sadia Department of Media and Communication and Research, University of the Punjab, Lahore, Pakistan
Talha Ahmad Khan Department of Media and Communication and Research, University of the Punjab, Lahore, Pakistan
Humaira Yousaf Department of Medicine, Maryam Nawaz Health Clinic, Pakpattan, Pakistan

DOI:

https://doi.org/10.54393/pbmj.v9i5.1373

Keywords:

Thalassemia, Social Media, Health Awareness, Community Participation, Blood Donation, Pakistan, Digital Health Communication

Abstract

Pakistan has a 5–7% beta-thalassemia carrier rate, with thousands born annually requiring lifelong care. Awareness and community participation in screening and donation remain low. Social media offers a potential health communication channel, but its impact on thalassemia awareness and action in Pakistan is unclear. Objectives: To explore the association between social media exposure, thalassemia awareness, and community participation among Pakistani adults, and identify predictors of higher participation. Methods: This analytical cross-sectional study used simple random sampling to recruit adults (≥18 years) with at least one social media account via online links (December 2025–March 2026), yielding 105 responses. A structured questionnaire assessed sociodemographic, usage, knowledge (0–7), and participation (0–7). Analyses included Mann-Whitney U, Kruskal-Wallis, Spearman's correlation, and multivariable logistic regression. Results: Most participants were aged 18–24 (66.7%), urban (100%), and held Bachelor's degrees (88.9%). Only 9.5% regularly saw thalassemia content, while 45.7% trusted it. Regular exposure was not associated with higher knowledge (*p*=0.445), but trust was (*p*=0.012). High participation (≥3 activities) occurred in 17.1%; none donated blood. Higher education predicted participation (aOR=9.48, *p*=0.020), while female gender predicted lower odds (aOR=0.20, *p*=0.013). Trust in social media was borderline (aOR=3.29, *p*=0.053). Conclusions: In this urban, educated cohort, passive exposure does not translate to greater knowledge or action; content credibility and trust are more critical. The zero-donation rate highlights a knowledge-action gap requiring structural and cultural interventions. Campaigns should prioritize trust-building and women's engagement. Future research needs representative, longitudinal designs.

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