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Exploring the characteristics of healthy lifestyle campaign on social media: a case study on FIT Malaysia

Through the establishment of FIT Malaysia, the Malaysian Ministry of Youth and Sports (MOYS) aimed to ensure the adoption of healthy lifestyles by all Malaysians particularly youth, with initiatives to provide a variety of sports and fitness activities. This paper discusses the characteristics of th...

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Main Authors: Suffian Hadi Ayub,, Nurzihan Hassim,, Azizul Halim Yahya,, Massila Hamzah,, Mohd. Zamri Abu Bakar,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2019
Online Access:http://journalarticle.ukm.my/13923/1/31046-116761-1-PB.pdf
http://journalarticle.ukm.my/13923/
http://ejournal.ukm.my/mjc/issue/view/1235
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spelling my-ukm.journal.139232020-01-13T00:15:08Z http://journalarticle.ukm.my/13923/ Exploring the characteristics of healthy lifestyle campaign on social media: a case study on FIT Malaysia Suffian Hadi Ayub, Nurzihan Hassim, Azizul Halim Yahya, Massila Hamzah, Mohd. Zamri Abu Bakar, Through the establishment of FIT Malaysia, the Malaysian Ministry of Youth and Sports (MOYS) aimed to ensure the adoption of healthy lifestyles by all Malaysians particularly youth, with initiatives to provide a variety of sports and fitness activities. This paper discusses the characteristics of the healthy lifestyle campaign by MOYS in spearheading the promotion of healthy living among youth after joining the social media bandwagon, with consideration of the time spent online by this targeted community. The study is significant to ensure that MOYS not only organises, but most importantly, utilises the most appropriate means in reaching the intended youth audiences. Through in-depth interviews with policy makers and implementers at MOYS, it was discovered that the characteristics of campaign management were not in line with social media characteristics and this has resulted in the superficial understandings of the success rate of promoting FIT Malaysia in Facebook and Twitter. This further highlighted the needs for the stakeholders to possess holistic knowledge on the social media realm as well as appropriate tools and sufficient budget to implement healthy lifestyle campaigns on social media. From this perspective, the paper provides in-depth discussions of health promotion from two aspects; the characteristics of campaign and how it can be synthesised with social media characteristics to reach out to youth and their healthy lifestyle in Malaysia through social media. Penerbit Universiti Kebangsaan Malaysia 2019 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/13923/1/31046-116761-1-PB.pdf Suffian Hadi Ayub, and Nurzihan Hassim, and Azizul Halim Yahya, and Massila Hamzah, and Mohd. Zamri Abu Bakar, (2019) Exploring the characteristics of healthy lifestyle campaign on social media: a case study on FIT Malaysia. Jurnal Komunikasi ; Malaysian Journal of Communication, 35 (4). pp. 322-336. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/1235
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Through the establishment of FIT Malaysia, the Malaysian Ministry of Youth and Sports (MOYS) aimed to ensure the adoption of healthy lifestyles by all Malaysians particularly youth, with initiatives to provide a variety of sports and fitness activities. This paper discusses the characteristics of the healthy lifestyle campaign by MOYS in spearheading the promotion of healthy living among youth after joining the social media bandwagon, with consideration of the time spent online by this targeted community. The study is significant to ensure that MOYS not only organises, but most importantly, utilises the most appropriate means in reaching the intended youth audiences. Through in-depth interviews with policy makers and implementers at MOYS, it was discovered that the characteristics of campaign management were not in line with social media characteristics and this has resulted in the superficial understandings of the success rate of promoting FIT Malaysia in Facebook and Twitter. This further highlighted the needs for the stakeholders to possess holistic knowledge on the social media realm as well as appropriate tools and sufficient budget to implement healthy lifestyle campaigns on social media. From this perspective, the paper provides in-depth discussions of health promotion from two aspects; the characteristics of campaign and how it can be synthesised with social media characteristics to reach out to youth and their healthy lifestyle in Malaysia through social media.
format Article
author Suffian Hadi Ayub,
Nurzihan Hassim,
Azizul Halim Yahya,
Massila Hamzah,
Mohd. Zamri Abu Bakar,
spellingShingle Suffian Hadi Ayub,
Nurzihan Hassim,
Azizul Halim Yahya,
Massila Hamzah,
Mohd. Zamri Abu Bakar,
Exploring the characteristics of healthy lifestyle campaign on social media: a case study on FIT Malaysia
author_facet Suffian Hadi Ayub,
Nurzihan Hassim,
Azizul Halim Yahya,
Massila Hamzah,
Mohd. Zamri Abu Bakar,
author_sort Suffian Hadi Ayub,
title Exploring the characteristics of healthy lifestyle campaign on social media: a case study on FIT Malaysia
title_short Exploring the characteristics of healthy lifestyle campaign on social media: a case study on FIT Malaysia
title_full Exploring the characteristics of healthy lifestyle campaign on social media: a case study on FIT Malaysia
title_fullStr Exploring the characteristics of healthy lifestyle campaign on social media: a case study on FIT Malaysia
title_full_unstemmed Exploring the characteristics of healthy lifestyle campaign on social media: a case study on FIT Malaysia
title_sort exploring the characteristics of healthy lifestyle campaign on social media: a case study on fit malaysia
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2019
url http://journalarticle.ukm.my/13923/1/31046-116761-1-PB.pdf
http://journalarticle.ukm.my/13923/
http://ejournal.ukm.my/mjc/issue/view/1235
_version_ 1657565440219545600
score 13.211869

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