Acta Univ. Bohem. Merid. 2023, 26(2):80-94 | DOI: 10.32725/acta.2023.0101322

Social Communication Influencing Behavior Modulations for the Management of Lifestyle Diseases – A Cross-sectional Study amongst the College Goers

Soumi Ray1, Ankita Pareek1
1 Department of Management, Banasthali Vidyapith, P.O. Banasthali Vidyapith 304022, Rajasthan, India


Youth is a critical phase that epitomizes cognitive, physiological, and psychological growth leading to an individual's and community's well-being. Unfortunately, various lifestyle or non-communicable diseases(NCDs) have percolated, resulting in significant adverse effects; on the present health outcomes, which are transited into adulthood. Recent social communication tools provide a colossal prospect for educating audiences of diverse social strata to adopt lifestyle modifications for better health. This study sought to evaluate the social communication modes influencing health-behaviour modulations for managing NCDs amongst Durgapur, West Bengal, India college students. The study included youth; a primary survey was conducted amongst 87 undergraduate and postgraduate students from May to June 2022. The results revealed that 14% were overweight and obese. They spend significant time on social media, using channels like television, radio, and social networking sites, exposing them to multiple health promotion campaigns. 78% were intrigued and influenced by these initiatives. 70% of them pursue the recommended propaganda demonstrated, which guides modulated living to prevent NCDs. Almost all students opting for change experienced a positive result. However, only half of the population had continued the reform lifestyle. There is no ambiguity about social communication's importance in achieving better health for our youth. The standards policies integrated with the action can create a paradigm shift. It is suggested to have automated sourced content, recommended audio-visuals, peer-reviewed, acknowledged, and from the reputed antecedent. The various cost-competent interventions, preventive tools, and social media propagation promote delayed onset, reducing mortality and morbidity in young adults.

Keywords: Chronic disease, Social networking, Social media, Communication, Non-communicable diseases, Health information systems, Primary prevention.
JEL classification: I12, I23

Accepted: November 8, 2023; Published: November 10, 2023  Show citation

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Ray, S., & Pareek, A. (2023). Social Communication Influencing Behavior Modulations for the Management of Lifestyle Diseases – A Cross-sectional Study amongst the College Goers. Acta Universitatis Bohemiae Meridionalis, 26(2), 80-94. doi: 10.32725/acta.2023.010
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