Perceived Credibility of Public Health Campaigns and Its Impact on Infection Control Behaviors: Mediating Roles of Health Literacy and Motivation

Khalid Abdullah Alotaibi College of Education, Department of Psychology, Prince Sattam bin Abdulaziz University, Al-Kharj, 11942, Saudi ArabiaCorrespondence: Khalid Abdullah Alotaibi, College of Education, Department of Psychology, Prince Sattam bin Abdulaziz University, Al-Kharj, 11942, Saudi Arabia, Email [email protected]: Public health campaigns are vital in promoting infection control behaviors, particularly during health crises. The effectiveness of such campaigns can be influenced by various factors, including the perceived credibility of the messages, health literacy, and motivation to adopt health behaviors. Understanding the relationships between these factors is crucial for enhancing the impact of health campaigns. This study aimed to examine the effect of the perceived credibility of public health campaigns on infection control behaviors, with health literacy and motivation serving as mediators in Riyadh, Saudi Arabia.Methods: A cross-sectional survey was conducted between November and December 2024 with 393 participants in Riyadh. Structural equation modeling (SEM) and path analysis were used to assess perceived credibility’s direct and indirect effects on infection control behaviors through health literacy and motivation while controlling for age, gender, and education.Results: The results showed that perceived credibility had a significant direct effect on adherence to preventive behaviors (β = 0.44, p < 0.001) and motivation significantly mediated this relationship (indirect effect: β = 0.08, p < 0.01). However, no significant indirect effect was found through health literacy (indirect effect: β = 0.006, p > 0.05).Conclusion: This study emphasizes the critical roles of perceived credibility and motivation in driving infection control behaviors. The findings suggested that public health campaigns should focus on enhancing the credibility of health messages and fostering motivation to improve adherence to preventive measures. These insights have practical implications for designing more effective public health strategies in regions like Riyadh, Saudi Arabia.Keywords: perceived credibility, health literacy, motivations, adherence to preventive behaviors, public health campaigns, Riyadh