Digital Public Relations in School-Based Health Campaigns: A Systematic Literature Review toward a Hybrid Engagement Model in the Indonesian Context
DOI:
https://doi.org/10.18326/inject.v11i2.6976Keywords:
Communication, Digital Public Relations, Health Communication, School-Based CampaignAbstract
This study explores the role of digital public relations in school-based health campaigns and addresses the lack of an integrative framework to link communication, engagement, and digital interaction. The study employed a qualitative Systematic Literature Review (SLR) using the PRISMA framework. A total of 45 peer-reviewed articles published between 2015 and 2024 were analyzed. The study combined bibliometric analysis using VOSviewer and thematic synthesis through open, axial, and selective coding. The findings revealed three key gaps: (1) conceptual fragmentation between communication and engagement theories, (2) limited contextual exploration in developing countries like Indonesia, and (3) the methodological dominance of empirical studies without conceptual integration. The results also indicated that communication practices were largely one-way, engagement was reduced to measurable metrics, and digital media was used primarily as a delivery tool rather than an interactive platform. This study proposed a Hybrid Engagement Model comprising institutional communication, participatory engagement, and digital interaction that could contribute to education and communication research by positioning schools as active communication hubs and promoting digitally integrated participatory health campaigns.
References
Abuhashesh, M. Y., Al-Dmour, H., Masa’deh, R., Salman, A., Al-Dmour, R., Boguszewicz-Kreft, M., & Alamaireh, Q. N. (2021). The Role of Social Media in Raising Public Health Awareness during the Pandemic COVID-19: An International Comparative Study. Informatics 2021, Vol. 8, Page 80, 8(4), 80. https://doi.org/10.3390/INFORMATICS8040080
Alif, I. S., Karnay, S., & Amir, A. S. (2023). STRATEGI KOMUNIKASI KESEHATAN PENANGANAN STUNTING (Studi pada Kelurahan Watang Bacukiki Kota Parepare). Interaksi: Jurnal Ilmu Komunikasi, 12(1), 66–89. https://doi.org/10.14710/INTERAKSI.12.1.66-89
Amir, A. S., & Pangkam, M. (2025). Political public relations in digital health communication: Engagement and trust building. PRofesi Humas, 10(1), 1–23. https://doi.org/10.24198/PRH.V10I1.62600
Aparicio-Martínez, P., Perea-Moreno, A. J., Martínez-Jiménez, M. P., Redel-Macías, M. D., Vaquero-Abellán, M., & Pagliari, C. (2019). A Bibliometric Analysis of the Health Field Regarding Social Networks and Young People. International Journal of Environmental Research and Public Health, 16(20), 4024. https://doi.org/10.3390/IJERPH16204024
Bower, J. M., van Kraayenoord, C., & Carroll, A. (2023). Community Building and Parent Communication. International Journal of Educational Research, 70, 101–109. https://doi.org/10.1016/J.IJER.2015.02.004
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches, fifth edition. SAGE Publications Inc.
Fischer-Preßler, D., Marx, J., Bunker, D., Stieglitz, S., & Fischbach, K. (2023). Social media information governance in multi-level organizations: How humanitarian organizations accrue social capital. Information & Management, 60(7), 103838. https://doi.org/10.1016/J.IM.2023.103838
Gao, F., Wang, C., Xie, H., & Hong, J. (2024). Social Interaction and Online Learning Efficiency for Middle School Students: The Mediating Role of Social Presence and Learning Engagement. Behavioral Sciences, 14(10), 896. https://doi.org/10.3390/BS14100896
Gazi, M. A. I., Rahaman, M. A., Rabbi, M. F., Masum, M., Nabi, M. N., & Senathirajah, A. R. B. S. (2024). The Role of Social Media in Enhancing Communication among Individuals: Prospects and Problems. Environment and Social Psychology, 9(11). https://doi.org/10.59429/ESP.V9I11.2979
Jafar, Z., Quick, J. D., Larson, H. J., Venegas-Vera, V., Napoli, P., Musuka, G., Dzinamarira, T., Meena, K. S., Kanmani, T. R., & Rimányi, E. (2023). Social media for public health: Reaping the benefits, mitigating the harms. Health Promotion Perspectives, 13(2), 105. https://doi.org/10.34172/HPP.2023.13
Johnston, K. A., & Taylor, M. (2018). Engagement as communication pathways, possibilities, and future directions. The Handbook of Communication Engagement, 1–15. https://doi.org/10.1002/9781119167600.CH1
Juliansyah, F. G., & Anwar, R. K. (2025). A bibliometric study of digital health campaign strategies, effectiveness, and trends (2015-2023). Jurnal Studi Komunikasi, 9(2), 521–536. https://doi.org/10.25139/JSK.V9I2.9702
Kite, J., Chan, L., MacKay, K., Corbett, L., Reyes-Marcelino, G., Nguyen, B., Bellew, W., & Freeman, B. (2023). A Model of Social Media Effects in Public Health Communication Campaigns: Systematic Review. Journal of Medical Internet Research, 25, e46345. https://doi.org/10.2196/46345
Kostygina, G., Tran, H., Binns, S., Szczypka, G., Emery, S., Vallone, D., & Hair, E. (2020). Boosting Health Campaign Reach and Engagement Through Use of Social Media Influencers and Memes. Social Media and Society, 6(2). https://doi.org/10.1177/2056305120912475/SUPPL_FILE/APPENDIX_SMS.PDF
Kraus, S., Jones, P., Kailer, N., Weinmann, A., Chaparro-Banegas, N., & Roig-Tierno, N. (2021). Digital Transformation: An Overview of the Current State of the Art of Research. SAGE Open, 11(3). https://doi.org/10.1177/21582440211047576
Kunisch, S., Denyer, D., Bartunek, J. M., Menz, M., & Cardinal, L. B. (2023). Review Research as Scientific Inquiry. Organizational Research Methods, 26(1), 3–45. https://doi.org/10.1177/10944281221127292/ASSET/F2A54A88-DD07-4E6B-9639-CE4D2DA14A1C/ASSETS/IMAGES/LARGE/10.1177_10944281221127292-FIG1.JPG
Lupton, D. (2013). Digital Sociology: An Introduction. SSRN Electronic Journal. https://doi.org/10.2139/SSRN.2273418
Maher, C., Ryan, J., Kernot, J., Podsiadly, J., & Keenihan, S. (2016). Social media and applications to health behavior. Current Opinion in Psychology, 9, 50–55. https://doi.org/10.1016/J.COPSYC.2015.10.021
Merino, I., Membrive, A., Largo, M., & Engel, A. (2025). School projects with the community: Educational practices that promote connection between learning contexts and experiences. Acta Psychologica, 255, 104893. https://doi.org/10.1016/J.ACTPSY.2025.104893
Moeller, N. C., Oestergaard, L., Rasmussen, M. G. B., Schmidt-Persson, J., Larsen, K. T., & Juhl, C. B. (2024). How to get children moving? The effectiveness of school-based interventions promoting physical activity in children and adolescents – A systematic review and meta-analysis of randomized controlled and controlled studies. Health & Place, 89, 103333. https://doi.org/10.1016/J.HEALTHPLACE.2024.103333
Mukamana, O., & Johri, M. (2016). What is known about school-based interventions for health promotion and their impact in developing countries? A scoping review of the literature. Health Education Research, 31(5), 587–602. https://doi.org/10.1093/HER/CYW040
Nagy-Pénzes, G., Vincze, F., & Bíró, É. (2022). A School Intervention’s Impact on Adolescents’ Health-Related Knowledge and Behavior. Frontiers in Public Health, 10, 822155. https://doi.org/10.3389/FPUBH.2022.822155/TEXT
Odongo, M. (2024). Health Communication Campaigns and Their Impact on Public Health Behaviors. Journal of Communication, 5(2), 55–69. https://doi.org/10.47941/JCOMM.1980
Okeke, E. B., Forman, D., Taylor, E., Hyde, E., Parente, F., Kanmodi, K. K., & Wordsworth, S. (2025). Barriers and facilitators to digital health adoption: a thematic analysis of healthcare professionals’ perspectives in rural Oyo State, Nigeria. BMC Digital Health 2025 3:1, 3(1), 85-. https://doi.org/10.1186/S44247-025-00227-8
Oludapo, S., Carroll, N., & Helfert, M. (2024). Why do so many digital transformations fail? A bibliometric analysis and future research agenda. Journal of Business Research, 174, 114528. https://doi.org/10.1016/J.JBUSRES.2024.114528
Owens, J. K. (2021). Systematic reviews: Brief overview of methods, limitations, and resources. Nurse Author & Editor, 31(3–4), 69–72. https://doi.org/10.1111/NAE2.28
Paul, B., & Headley-Johnson, S. A. (2025). The Impact of Social Media on Health Behaviors, a Systematic Review. Healthcare (Switzerland), 13(21), 2763. https://doi.org/10.3390/HEALTHCARE13212763/S1
Peiró-Signes, Á., Biondo, A., Sakka, G., Borsellino, V., & Galati, A. (2025). Exposure to social media pro-environmental campaigns and their impact on Generation Z’s commitment to environmental sustainability actions. Sustainable Futures, 10, 101320. https://doi.org/10.1016/J.SFTR.2025.101320
Phogat, P., Rab, S., & Wan, M. (2025). Science communication in the digital age: Trends, gaps, and interdisciplinary opportunities. Information Services and Use, 45(1-2 Special Issue: NISOPlus2024), 148–163. https://doi.org/10.1177/18758789251342896/ASSET/7F02D9C6-85E9-43BA-93BC-E934CE301233/ASSETS/IMAGES/LARGE/10.1177_18758789251342896-FIG6.JPG
Puigvert-Santoro, A., Arimany-Serrat, N., & Tarrats-Pons, E. (2025). A Bibliometric Analysis on the Impact of Internal Communication in Post-Pandemic Corporate Environments: A Transversal Survey of Trends and Developments in the Scientific Literature. Administrative Sciences, 15(1). https://doi.org/10.3390/ADMSCI15010009
Putri, N. R., Rusmana, A., & Rizal, E. (2025). A bibliometric analysis of research trends in health communication on social media during the COVID-19 pandemic. Informatio: Journal of Library and Information Science, 5(3), 299–320. https://doi.org/10.24198/INF.V5I3.63500
Rakuasa, H., Hidayatullah, M., & Ardin Suwandi, M. (2024). Community-Based Education in the Digital Age: Challenges and Opportunities. Journal of Asian Primary Education (JoAPE), 1(1), 16–23. https://doi.org/10.59966/JOAPE.V1I1.851
Raptou, E., Stamatis, P. J., & Raptis, N. (2017). Communication as an Educational Skill in School Units of the 21st Century: A Survey Research. Asian Education Studies, 2(2), 1. https://doi.org/10.20849/AES.V2I2.153
Rena Pudyastuti, R., Tomasoa, J., Horhoruw, A., & Atik Martsiningsih, M. (2024). The Role Of Digital Health Technology In Enhancing Health Promotion Campaigns : A Case Study From A Resource Imites Region. Oshada, 1(4), 14–28. https://doi.org/10.62872/1TNG5802
Irum, S., Khan, S. A., Abbas, S., Tabasum, T., & Jabeen, M. (2025). Exploring the Relationship between Social Media Usage and Civic Engagement in the Digital Era: A Mediation Moderation Analysis. The Critical Review of Social Sciences Studies, 3(1), 1272–1286. https://doi.org/10.59075/TK68KT45
Setianti, Y., Dida, S., Damayanti, T., & Priyatna, C. C. (2025). Public perception of health information, treatment beliefs, and disease in Indonesia: Effective health promotion strategies. Social Sciences & Humanities Open, 11, 101639. https://doi.org/10.1016/J.SSAHO.2025.101639
Smela, B., Toumi, M., Świerk, K., Francois, C., Biernikiewicz, M., Clay, E., & Boyer, L. (2023). Rapid literature review: definition and methodology. Journal of Market Access & Health Policy, 11(1), 2241234. https://doi.org/10.1080/20016689.2023.2241234
So, B., & Kwon, K. H. (2025). Combined benefits of active and passive social media during the COVID-19 pandemic: a health perspective. Global Knowledge, Memory and Communication, 74(9–10), 3292–3317. https://doi.org/10.1108/GKMC-05-2023-0158
Sonni, A. F., Hafied, H., Irwanto, I., & Latuheru, R. (2024). Digital Newsroom Transformation: A Systematic Review of the Impact of Artificial Intelligence on Journalistic Practices, News Narratives, and Ethical Challenges. Journalism and Media, 5(4), 1554–1570. https://doi.org/10.3390/JOURNALMEDIA5040097/S1
Stellefson, M., Paige, S. R., Chaney, B. H., & Chaney, J. D. (2020). Evolving role of social media in health promotion: Updated responsibilities for health education specialists. International Journal of Environmental Research and Public Health, 17(4). https://doi.org/10.3390/IJERPH17041153
Stoumpos, A. I., Kitsios, F., & Talias, M. A. (2023). Digital Transformation in Healthcare: Technology Acceptance and Its Applications. International Journal of Environmental Research and Public Health, 20(4), 3407. https://doi.org/10.3390/IJERPH20043407
Teo, A. R., Rice, S. P. M., Meyer, E., Karras-Pilato, E., Strickland, S., & Dobscha, S. K. (2024). An approach to evaluation of digital data in public health campaigns. Digital Health, 10. https://doi.org/10.1177/20552076241291682
Wakefield, M. A., Loken, B., & Hornik, R. C. (2010). Use of mass media campaigns to change health behaviour. Lancet (London, England), 376(9748), 1261–1271. https://doi.org/10.1016/S0140-6736(10)60809-4
Weinstein, E., & James, C. (2022). School-Based Initiatives Promoting Digital Citizenship and Healthy Digital Media Use. Handbook of Adolescent Digital Media Use and Mental Health, 365–388. https://doi.org/10.1017/9781108976237.020
Xu, T., Tomokawa, Gregorio, R., Mannava, P., Nagai, M., & Sobel, H. (2020). School-based interventions to promote adolescent health: A systematic review in low- And middle-income countries of WHO Western Pacific Region. PLoS ONE, 15(3). https://doi.org/10.1371/JOURNAL.PONE.0230046
Yaqub, M. Z., & Al-Sabban, A. S. (2023). Knowledge Sharing through Social Media Platforms in the Silicon Age. Sustainability 2023, Vol. 15, Page 6765, 15(8), 6765. https://doi.org/10.3390/SU15086765
Yeager, D. S., Dahl, R. E., & Dweck, C. S. (2017). Why Interventions to Influence Adolescent Behavior Often Fail but Could Succeed. Perspectives on Psychological Science : A Journal of the Association for Psychological Science, 13(1), 101. https://doi.org/10.1177/1745691617722620
Yustisia, I. R., Priyanti, D. D., Mulachelah, N. A., Kasim, A., Bidin, A., Illahi, A. K., Priyanti, D. D., Tamitiadini, D., Rakhmawati, F. Y., Oktaviani, F. H., Avicenna, F., Yustisia, I. R., Adila, I., Adhrianti, L., Wulandari, M. P., Ahmad, M., Destrity, N. A., Wardasari, N., Zaki, N. M., … Laturrakhmi, Y. F. (2023). The Transformation of Digital Technology: Its Impact on Human Communication. In The Transformation of Digital Technology: Its Impact on Human Communication. FSH-PH Publications. https://doi.org/10.11594/FUTSCIPRESS39M
Zhao, X. (2020). Health communication campaigns: A brief introduction and call for dialogue. International Journal of Nursing Sciences, 7, S11–S15. https://doi.org/10.1016/J.IJNSS.2020.04.009
Zhao, Y., & Wang, M. (2023). Digital sociology: origin, development, and prospects from a global perspective. Journal of Chinese Sociology, 10(1), 19-. https://doi.org/10.1186/S40711-023-00198-1/TABLES/1
Zurc, J., & Laaksonen, C. (2023). Effectiveness of Health Promotion Interventions in Primary Schools—A Mixed Methods Literature Review. Healthcare, 11(13), 1817. https://doi.org/10.3390/HEALTHCARE11131817
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 INJECT (Interdisciplinary Journal of Communication)
This work is licensed under a Creative Commons Attribution 4.0 International License.
