
The synergistic effect of internet-based health communication on health promotion: the chain-mediating effect of health literacy and health education - Frontiers
AbstractNext-generation internet technologies, represented by artificial intelligence, are reshaping the nationwide health information distribution system; this study examines the synergistic benefit effect of online health communication on health promotion. The analysis utilizes 5,333 data points from the 2023 China General Social Survey (CGSS), which employed a nationally stratified, multi-stage sampling design. Using the Hayes PROCESS Model 6 serial chain mediation model, 2,000 bias-correction Bootstrap samples were generated to conduct baseline OLS regression, mediation effect decomposition, multidimensional heterogeneity analysis, and an IPW inverse probability weighting robustness test. The baseline OLS regression reveals a significant positive overall association between online health communication and health promotion. The chain mediation model identified three indirect pathways: a single health literacy mediation pathway, a single digital health education mediation pathway, and a core serial synergistic pathway (“Online Health Communication → Health Literacy → Digital Health Education → Health Promotion”); the confidence intervals for all three pathways do not include zero







