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/ http://journalarticle.ukm.my/13923/ http://journalarticle.ukm.my/13923/1/31046-116761-1-PB.pdf

id	ukm-13923
recordtype	eprints
spelling	ukm-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
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
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/ http://journalarticle.ukm.my/13923/ http://journalarticle.ukm.my/13923/1/31046-116761-1-PB.pdf
first_indexed	2023-09-18T20:05:56Z
last_indexed	2023-09-18T20:05:56Z
_version_	1777407158244081664

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

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