Social learning theory application and potential in health education conducted by healthcare workers on TikTok - a...

Social media is increasing its role as a key source of health information and a platform for sharing health-related content. Among different platforms, TikTok has emerged as a popular medium used for promoting a healthy lifestyle, particularly among younger demographics. The potential basis for health education activities may involve the Social Learning Theory, which emphasises the role of behaviour modelling and social reinforcement in learning. This study aims to identify elements attributable to Social Learning Theory in health education content posted by healthcare practitioners on TikTok and to consider how the theory might explain how their activities on the platform could effectively influence lifestyle change through social media.

The study used content analysis, a method for systematically examining patterns, themes, and meanings embedded in user-generated communications, including textual, visual, and audiovisual materials. An analysis was performed on 30 purposively sampled profiles of healthcare professionals who conduct educational activities on TikTok. The goal was to identify elements related to the assumptions of Social Learning Theory. The selection of TikTok accounts was carried out using a purposive sampling method, searching for keywords that corresponded to medical professions. This approach aimed to ensure representativeness and diversity among the medical professions in the sample, as well as to select accounts that varied in terms of follower counts and engagement rates.

The authors of the analysed profiles employed various strategies to conduct educational activities, striving to create a unique style. The analysis revealed the presence of Social Learning Theory mechanisms, including attracting attention, supporting content memorization, enhancing motivation to adopt health‑related behaviours, and reinforcing reproduction and self‑efficacy. These mechanisms were identifiable across the examined profiles and reflected in diverse ways in creators' communication strategies.

While Social Learning Theory emphasises the importance of observation and internal processes-such as attention, retention, and reproduction-in the acquisition of behaviour, it is also essential to consider the external context in which creators operate. Many of the observed strategies align with those recommended in social media marketing, including capturing attention, storytelling, and building emotional engagement.