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Social media exposure, interpersonal network, and tampon use intention: A multigroup comparison based on network
Yin Yang1, Xin Ma2, Jessica Gall Myrick1
1Donald P. Bellisario College of Communications, The Pennsylvania State University, University Park, PA, USA.
Journal of Health Psychology
|September 1, 2022
Summary
Social media exposure positively influences Chinese women's intention to use tampons, mediated by attitudes and self-efficacy. This research explores promoting non-conventional feminine hygiene products for improved well-being and gender equity.
Area of Science:
- Social Sciences
- Health Behavior
- Gender Studies
Background:
- Tampon use is not widespread in China, despite availability.
- Understanding factors influencing adoption of non-conventional feminine hygiene products is crucial.
Purpose of the Study:
- To investigate the relationship between social media exposure and tampon use intentions among Chinese women.
- To examine the mediating roles of attitudes, descriptive norms, and self-efficacy.
- To explore how social network structure moderates this relationship.
Main Methods:
- Cross-sectional online survey with 763 participants.
- Utilized an extended Theory of Planned Behavior model.
- Analyzed the influence of social media information and network structure.
Main Results:
- Exposure to tampon information on social media positively correlated with tampon use intentions.
- Attitudes, descriptive norms, and self-efficacy mediated this association.
- The impact of social media varied based on individuals' social network structures.
Conclusions:
- Social media can be a powerful tool for promoting tampon use in China.
- Addressing psychological and social factors is key to increasing adoption.
- Findings have implications for enhancing women's well-being and gender equity globally.
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