Effectiveness of the Health Education Intervention using Facebook and LINE on Intention to Reduce Alcohol Consumption among Entertainment Girls in Bangkok, Thailand: A Randomized Controlled Trial

Abstract

Introduction The global concern of alcohol consumption among entertainment girls (En' Girls) requires targeted interventions to address this pressing issue. This study aimed to study the effectiveness of the health education program using Facebook and Line (instant messaging application) on intention to reduce alcohol consumption among En’ Girls in Bangkok, Thailand. Methods This study, conducted in Bangkok, Thailand from 2020 to 2021, employed a randomized controlled trial. Forty-four En’ Girls were randomly assigned to either the Facebook intervention or LINE control group. The 12-week health education intervention on Facebook included various media formats covering alcohol-related themes. LINE served as the control group with the same content as Facebook, excluding live broadcasts. Assessments at baseline, the 4th week, and the 12th week measured outcomes which were health knowledge, intention to reduce alcohol consumption, expected number of drinks per night, and the Alcohol Use Disorders Identification Test score. Baseline homogeneity was assessed with independent t-tests and chi-square tests, while changes were analyzed using Cochran's Q test and chi-squared test. Mean changes were compared with independent t-tests and repeated measures ANOVA. Statistical significance was determined at a significance level of P < 0.05. Results Over the 12-week period, the intervention group significantly improved health knowledge, intentions to reduce alcohol consumption, and the expected number of drinks per night compared to the baseline and control groups. Conclusion The findings of this study suggest lasting behavioral effects, underscoring the value of culturally tailored health interventions via social media for addressing global alcohol-related health issues.