Navigating wellness: exploring the interplay of social media content and healthy lifestyle among Sri Lankan young adults

In the digital age, social media significantly influences daily life, particularly among young adults. This study empirically examines the influence of social media content promoting healthy lifestyles on the well-being of young adults in Sri Lanka, employing a representative sample of 475 consumers. Applying the AIDA model, which classifies users ‘responses to healthy living posts into Attention, Interest, Desire, and Action, we estimated a multinomial logistic regression model for comprehensive evaluation. Key findings reveal that marital status influences both interest and action categories, emphasizing familial collaboration. Educational attainment positively impacts desire, emphasizing the role of knowledge. Familial health experiences, urban residence, and regular physical exercise exhibit distinct impacts on various AIDA categories. Additionally, positive attitudes on social media and perceived behavior contribute significantly to interest and desire. These nuanced findings offer valuable insights for tailoring targeted health communication strategies, and recognizing the role of demographics, psychological factors, and lifestyle choices in shaping user engagement with health-related content on social media. Our study provides practical insights for designing targeted and impactful health communication strategies in the dynamic digital landscape.