extended · article · 2025

Psychometric Analysis of Items Evaluating Health Belief Model Constructs in Social Media Posts: Application of Rasch Measurement Model

Xiaofeng Jia; Soyeon Ahn; George Engelhard Jr.

Social media is a crucial tool for health communication as it provides an immediate, wide-reaching platform to share information, correct misinformation, and promote health behaviors. The Health Belief Model (HBM) offers a structured approach for designing more effective social media messages by employing unique constructs predicting health behaviors, such as severity, susceptibility, benefits, barriers, and self-efficacy. While prior research has explored HBM constructs in health messages, most studies have collected the survey data with items lacking robust psychometric evidence, particularly in evaluating social media posts. This study addresses this gap by using Rasch Measurement Theory (RMT) to analyze the psychometric properties of HBM items evaluating social media posts promoting COVID-19 vaccination. The findings indicate that severity, benefits, and barriers are the most reliabl...