JMIR Publications

ABSTRACT

Background:

The rise of social media in health domain render it a viable alternative channel for the promotion health behaviour. Among the social media platforms, Facebook is perceived as an influential factor that contribute to positive health behaviour. Literatures outlined that social interaction on Facebook seems relevant towards the promotion of positive health behaviour. However, details pertaining to the interaction and its subsequent impact on health behaviour remains unexplored, particularly healthy eating.

Objective:

This research aimed to determine the influence of Facebook social interaction on healthy eating behaviour. Specifically, this research examined the effect of social interaction on healthy eating knowledge which then lead to healthy eating behaviour. In addition, this research also investigated the effect of determinant of social interaction namely social tie.

Methods:

Adopting the quantitative research approach, data was collected using self-administered questionnaires. The questionnaires were distributed online to those who used Facebook, while its paper counterparts were distributed via snowball, purposive, and convenient sampling. In total, 755 responses were received; 459 responses from online survey while 296 responses from paper survey. The structural equation model (SEM) technique was used to assess the proposed research framework.

Results:

The proposed research model showed a reasonable model fit with CMIN/DF = 2.94, GFI = 0.934, AGFI = 0.917, NFI = 0.937, TLI = 0.951, CFI = 0.957, RMSEA = 0.051. All three hypotheses proposed were accepted. Social tie (beta=.446; P<.001) has a significant positive influence on social interaction. Social interaction (beta=.781; P<.001) was found to have significant and positive effect on healthy eating knowledge. Healthy eating knowledge (beta=.709; P<.001) influence healthy eating behaviour significantly. The model indicated that 50% of the healthy eating behaviour could be estimated by healthy eating knowledge, social interaction, and social tie.

Conclusions:

This research pioneered the understanding of the role of Facebook for healthy eating behaviour. Social interaction on Facebook plays a significant role in improving healthy eating knowledge and which in turn affect healthy eating behaviour. This research supports the notion that Facebook has indeed a great potential as a mean for the cultivation of healthy eating behaviour. This research is noteworthy in its contribution to advancing the discipline of health behaviour with application of social media.