TITLE:
Comparative Study to Evaluate the Impact of Different Social Media Platforms on Knowledge and Attitudes about the Risk Factors of Breast Cancer
AUTHORS:
Muhammad Usman Ali, Muhammad Owais Fazal, Ghulam Abbas Tahir, Ali Siftain, Sultan Ayaz, Muhammad Abid Rasheed
KEYWORDS:
Breast Cancer, Social Media, Awareness
JOURNAL NAME:
Open Journal of Epidemiology,
Vol.15 No.3,
August
12,
2025
ABSTRACT: Introduction: Breast cancer remains a significant global health concern, with rising incidence and mortality rates, particularly in low- and middle-income countries. In Pakistan, limited awareness and late-stage diagnosis exacerbate disease outcomes. With the increasing penetration of digital technologies, social media has emerged as a key tool for health communication. This study aimed to evaluate the impact of different social media platforms on awareness, knowledge, and attitudes toward breast cancer risk factors among female patients attending Allied Hospital, Faisalabad. Methodology: A cross-sectional study was conducted at Allied Hospital Faisalabad between March and June 2024, involving 150 female participants selected through convenience sampling. Data were collected using a structured questionnaire that assessed participants’ knowledge of breast cancer risk factors, awareness of screening methods, attitudes toward early detection, and trust in various information sources including healthcare professionals and social media. Statistical analyses, including descriptive, bivariate, and multivariate regression, were performed using Minitab Version 18. Results: The findings revealed that social media significantly enhanced awareness of specific breast cancer risk factors, particularly age, genetics, and lifestyle. Facebook (68%) and YouTube (53%) were the most commonly used platforms for obtaining breast cancer-related information. However, only 36.5% of respondents considered social media a reliable source, with the majority expressing greater trust in healthcare professionals. While social media exposure was positively associated with general knowledge (p Conclusion: Although social media platforms contribute to raising awareness of breast cancer risk factors, their effectiveness in promoting behavioral change remains limited. The study highlights the need for credible, expert-verified health content and recommends integrating healthcare professionals into digital awareness campaigns. This approach may strengthen the impact of social media as a tool for health promotion and early detection of breast cancer in Pakistani communities.