Enhancing cancer prevention behaviors through social media: the role of source credibility and message characteristics in Ghana

This research offers valuable insights for both scholars and practitioners involved in health communication and intervention strategies. It underscores the significance of selecting credible, attractive, and knowledgeable sources in the domain of cancer prevention for effective health campaigns. By tailoring messages to align with these source characteristics, practitioners can enhance the reach and effectiveness of their health communication efforts. Additionally, media organizations and content creators can leverage source credibility to amplify their social media presence, thereby attracting a broader audience and maximizing the impact of health-related content dissemination in an era dominated by social media.