A Study on How Age Sensitivity Moderates the Learning of New Health Behaviors via Social Media Platforms

The objective of this study was to analyze the moderation effect of Age Sensitivity on the relationship between Cognitive Factors and Self-Regulation of social media users in learning new health behaviors via social media platforms in Sub-Sahara Africa.The study adopted a cross-sectional research design where data were collected and analyzed at one point in time. In line with the requirements of cross-sectional design, quantitative research methods were used to collect, analyze and present the findings. Data were analyzed using descriptive statistics, regressions, modegraphs, and confirmatory analysis in structural equation modelling.Results reveal that the moderation effect of Age Sensitivity is high. Inversely, the moderation effect is low when Age Sensitivity is low. Therefore, high Age Sensitivity will influence Cognitive Factors to create high Self-Regulation of social media users in learning new health behaviors via social media platforms in Sub-Sahara Africa. We learn that individuals with strong beliefs become more self-regulated once they become age-sensitive.Given that Self-Regulation positively influences health behavior, we are confident that the moderation effect of Age Sensitivity in the relationship between Cognitive Factors and Self-Regulation results in positive learning. Therefore, it is important for social media developers to enhance the knowledge of their users. At the same time, they should be mindful of users’ beliefs and ages when packaging health-related content. This will promote information acceptance and consumption, thereby helping to change the Health Behaviors of social media users positively.