A strategic analysis of leveraging Facebook for effective behavior change communication in responding to COVID-19 emergencies in Yangon, Myanmar

Abstract

This study examines the strategic use of Facebook for behavior change communication (BCC) in response to COVID-19 third wave emergencies from July 2021 to December 2021 in Yangon, Myanmar. Utilizing a quantitative research approach with simple random sampling, the study surveyed 150 Facebook users in Yangon, equally distributed across three age groups: 18-33 years (50 respondents), 34-49 years (50 respondents), and 50-65 years (50 respondents). The sample comprised 57% female, 40% male, and 3% non-binary respondents, with varying educational backgrounds from high school to postgraduate levels. Through structured questionnaires, study analyzed the influence of six key factors—self-efficacy, media literacy, behavioral observation, normative beliefs, digital literacy, and engagement metrics—on effective Facebook usage for BCC. The study employs a quantitative research methodology with the following analysis models. Descriptive Statistical Analysis was used to analyze demographic profiles and basic characteristics of respondents include frequency distributions, means, and standard deviations, and analyses Facebook usage patterns and COVID-19 information engagement. Correlation Analysis was used with Pearson correlation coefficients to measure relationships between variables and examined relationships between six independent variables and behavior change communication with correlation significance tested at p < 0.01 level. And reliability analysis was applied to all measurement scales to test for internal consistency with reliability coefficient threshold set at 0.70. And finally, multiple regression analysis was applied to test the influence of independent variables on behavior change communication. The Pearson correlation coefficients indicate significant positive correlations between all factors and Facebook usage, with digital literacy ((r = 0.73, p < 0.001) and engagement metrics (r = 0.55, p < 0.001) showing the strongest relationships. The results underscore the importance of enhancing digital literacy and engagement metrics to improve the effectiveness of Facebook for BCC. Recommendations include developing comprehensive digital literacy programs, fostering interactive user engagement, and promoting media literacy education. These strategies are essential for leveraging Facebook's potential in disseminating critical information and promoting behavior change during health emergencies in Yangon, Myanmar. Further research should explore the long-term impacts, wider demographic, comparative effectiveness of different platforms, and the integration of online and offline communication efforts.