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The Impact of Social Media on The Perception of Risks Associated with Sexually Transmitted Deseases

Student: Radchenko Irina

Supervisor: Nelli Bachurina

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2019

The final qualifying paper is devoted to the influence of social media on how people perceive the risks associated with sexually transmitted diseases (STDs). The aim of the study is to examine the impact of online risk communication on the topic of STDs conducted in social networks on the trust of the audience and its motivation to make the preventive behavior in the context of these diseases a habit. Based on a database obtained as a result of an online survey of 415 respondents, the author conducted an analysis using SPSS Statistics, which helped to establish that bloggers on Instagram who spread messages about the risks associated with STDs can actually influence the behavior of their audience in the context of the topic being studied. The analysis also showed the relationship between the positioning of blog authors and the level of confidence of the audience. Based on the study, the author made recommendations for further research, as well as tips on the practical application of the results.

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