PDF Cognitive Factors and Health Behaviors of Social Media Users In Sub-Saharan Africa

Kituyi G.  Mayoka; Clive K.  Tsuma; Victor  Mbarika

Kituyi G. Mayoka Makerere University Business School
Clive K. Tsuma ICT University
Victor Mbarika East Carolina University

Keywords: Internal Locus of Control;, External Locus of Control, Self-Regulation, Age Sensitivity, Behavioral Intention, Cognitive Factors, Health Behaviors, Social Media

Abstract

This study investigated the mediation effect of Locus of Control, Self-Regulation, Age sensitivity and Behavioral Intention in the relationship between Cognitive Factors and Health Behaviors of social media users in Sub-Sahara Africa.

A positivist epistemology was adopted in trying to create knowledge from empirical and observational evidences across Sub-Saharan Africa. Data were collected from 450 social media users in Uganda, Cameroon and Nigeria. Descriptive statistics, correlation and regression analysis methods were used to analyze the data. Baron and Kenny procedure and Medgraphs by Jose were used to test for mediation.

Findings reveal that Internal Locus of Control and Behavioral Intention mediate the relationship between Cognitive Factors and Health Behavior; Self-Regulation mediates the relationship between Cognitive Factors and External Locus of Control; External Locus of Control mediates the relationship between Self-Regulation and Health Behavior; Self-Regulation mediates the relationship between Cognitive Factors and Health Behavior; Self-Regulation mediates the relationship between Age Sensitivity and Health Behavior. The findings however reveal that External Locus of Control does not mediates the relationship between Cognitive Factors and Health Behavior.

In order to promote the learning of positive health behaviors amongst social media users in Sub-Saharan Africa, Self-Regulation and External Locus of Control should be enhanced.