A cross-sectional study of perceptions of COVID-19 and adherence to preventive measures among Saudi college students using the health belief model

Saud A. Alsulaiman 1 *
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1 Department of Mass Communication, College of Humanities & Social Sciences, King Saud University, Riyadh, SAUDI ARABIA
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 13, Issue 4, Article No: e202357. https://doi.org/10.30935/ojcmt/13783
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ABSTRACT

This study utilized the health belief model (HBM) to investigate the association between the perceptions of COVID-19, adherence to healthy behaviors, and the credibility of COVID-19 information. This cross-sectional study utilized an online survey distributed to a random sample of graduate and undergraduate college students (N = 408) at a large public university in Riyadh, Saudi Arabia, during the COVID-19 pandemic. The study utilized two validated and reliable 5-point Likert scales to assess individuals’ perceptions of COVID-19 and the credibility of health messages promoted via various communication channels. Various statistical analyses, including Kruskal-Wallis H and Pearson correlation coefficient (r) tests, suggested a positive association between the credibility of COVID-19 information and the HBM and a positive association between the HBM and adopting COVID-19 preventive measures. Individuals perceived public health authorities as more credible sources of COVID-19 information than traditional and social media platforms. The study recommends that public health authorities convey tailored, effective, consistent, and transparent health messages via proper communication channels to persuade and motivate individuals to adopt healthy behaviors during future pandemics.
Keywords: COVID-19, health belief model, information-seeking behavior, credibility, Saudi Arabia

CITATION

Alsulaiman, S. A. (2023). A cross-sectional study of perceptions of COVID-19 and adherence to preventive measures among Saudi college students using the health belief model. Online Journal of Communication and Media Technologies, 13(4), e202357. https://doi.org/10.30935/ojcmt/13783

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