Using the Health Belief Model to Analyze Instagram Posts about Zika for Public Health Communications

Abstract

We analyzed Instagram posts about Zika by using the Health Belief Model. We found a high presence of threat messages, yet little engagement with these posts. Public health professionals should focus on posting messages to increase self-efficacy and benefits of protective behavior, especially when a vaccine becomes available.

Keywords

• infectious diseases
• behavior
• internet
• Instagram
• Zika
• Zika virus