INFLUENCE OF SOCIAL MEDIA ON THE EFFECTIVENESS OF PUBLIC HEALTH CAMPAIGNS AGAINST THE SPREAD OF COVID-19

The increasing spread of the Covid-19 pandemic is paralleled by increasing use of social media for general, positive or negative influences. A systematic review was attempted to evaluate the extent to which research has been done on the three categories of influence of social media and the nature of influence. A search of Google Scholar using the topic of the review itself as the search term, including abstracts also, yielded 32 papers, of which 30 were reviewed under the three categories. More than half of the selected papers were published on the negative influence of social media. Mis (dis) information dominated among the types of negative influences discussed. Many of the papers in all the three categories discussed a few factors related to the observed results. In the case of negative influence, suggestions were given to mitigate the negative influence. This research has implications policymaker and people/organisations responsible for running public health campaigns on social media.