Description
Non-communicable diseases continues to be one of the leading global cause of death in the 21st century. The increasingly widespread use of social media presents an ideal opportunity for health promotion, but there is limited social media promotion research that sheds light on the attitude and health behavior intention among Indonesian cultures. The main objective this study is to investigate the factors affecting Facebook User’s attitude and health behavioral intention based on the theory of reasoned action and how Indonesian culture moderates each of relationships. A survey was conducted with the followers of Facebook social commerce account of social marketing in health food company that is HDI Family International where have 22,568 followers. To achieve the objective, online questionnaires were distributed to 500 respondents with snowball method. It returns 215 questionnaires with 43% responds rate. The results show that informativeness and entertainment has a positive influence towards attitude while credibility was not. İt is also revealed that indonesian cultures (i.e., power distance, individualism, masculinity and uncertainly avoidance) have not significant moderated each of relationships. Our findings also revealed that attitude have positive relationship to health behavioral intention. Based on these findings, we discussed research implications and suggest further research directions.
