A behavioural intention model of stunting information-seeking behaviour on social media

Purpose The purpose of this paper is to develop and test a behavioral intention model of stunting information-seeking behaviour on social media based on the extended health belief model (HBM). Design/methodology/approach The empirical data were collected through a survey using questionnaires. The survey took place in Tangerang and Bogor, Indonesia. Total sample of this survey are 255 respondents. A partial least squares structural equation model was performed to test the conceptual model and the proposed hypotheses. Findings The findings of this study support the HBM even though not all factors of the model influence behavioral intention of stunting information-seeking behaviour on social media. Perceived susceptibility, perceived benefits and social media familiarity have a direct positive influence on the behavioral intentions. Information quality only influences indirectly the behavioral intentions with the mediation of perceived benefits. On the other hand, factors that do not have significant influence on behavioral intentions are perceived barrier, social media self-efficacy and e-health literacy. Research limitations/implications Although this study obtained several significant findings, the authors acknowledge that this study has various limitations. First, data collection was only carried out in Bogor and Tangerang, Indonesia. For this reason, further research can be carried out in other countries as an effort to strengthen these findings. Second, this research finds that not all factors from this model contribute significantly to behavioral intentions. Further research can add other factors based on theories that were not used in this research, such as the health promotion model, theory of planned behaviour, social ecological model, theory of interpersonal behaviour and self-determination theory. Practical implications This paper has practical implications for researchers, health communication managers, government and policymakers. The findings suggest prioritizing familiar social media platforms for stunting communication, enhancing perceived susceptibility through prominent risk information and ensuring content quality – complete, concise, clear, credible and engaging. Additionally, supporting programs should highlight the benefits of seeking, using and disseminating stunting information to maximize program effectiveness. Originality/value To the best of the authors’ knowledge, this study is believed to be the first to develop and test a behavioral intention model of stunting information-seeking behaviour on social media that integrated HBM with information quality, social media familiarity, social media self-efficacy and e-health literacy.