The effect of health-related messages on the behavior of social network audiences according to attention, interest, desire, action model

Nowadays the audience’s behaviors and reactions to health-related messages are of great importance. The present research aimed at studying the effect of health-related messages on the behaviors of social networks audiences according to attention, interest, desire, action model. The study used structural equation modeling to analyze the gathered data. The data were collected from the audiences of Telegram social network in Iran by using a questionnaire whose reliability and validity had been confirmed. The participants were selected by adopting a simple random sampling approach. The data of 384 questionnaires were analyzed. The findings of the present study indicated that health-related messages have positive significant effects on the behaviors of social networks audiences. Moreover, the findings of the present study confirmed the effects of physical, social, spiritual, and mental health on attracting attention, building interest, arousing desire, and persuading to take action among social networks audiences. Therefore, according to the research findings, it can be said that health-related messages sent to the audiences of Telegram social network can change the behavior of audiences. In other words, it can be concluded that health-related messages can affect the behaviors of social networks audiences.