HEALTH COMMUNICATION AND PROMOTION THROUGH DIGITAL MEDIA: A BIBLIOMETRIC APPROACH TO IDENTIFY TRENDS AND CHALLENGES

Health communication has experienced a significant transformation with the rise of digital media, reshaping how health information is disseminated and how public health promotion is conducted. This study uses bibliometric analysis to map trends and challenges in health communication through digital media, aiming to identify gaps and emerging patterns in research across global contexts. By analyzing a dataset of 168 scholarly articles published between 2006 and 2025, this research explores the evolving role of digital media in health promotion, the challenges of adapting health messages to diverse social and cultural contexts, and the disparities in digital access and technology literacy between developed and developing countries. The study highlights the increasing relevance of digital platforms, particularly social media, in health communication and promotion, while also emphasizing the need for tailored communication strategies that consider demographic factors such as age, gender, and socio-cultural background. The findings underscore the importance of crossdisciplinary collaboration and the integration of technology, behavior, and cultural factors in advancing more inclusive and effective health communication strategies. The results provide valuable insights for researchers and policymakers aiming to improve the global reach and impact of health promotion efforts in the digital age.