Risk Factors Associated With Covid-19 Transmission: The Influence of Print and Electronic Social Media on Prevention Behavior of People in Punjab, Pakistan

Abstract Objective The current study sought to explore SARS-CoV-02 infection risk factors as well as the impact of media communications on adherence to preventative strategies in Pakistan's Punjab Province. Methods A prospective, cross-sectional study was undertaken in the province of Punjab, Pakistan, from November 2020 to February 2021 for primary data collection of 1100 people, with a case to control ratio of 1 to 1. Multivariate logistic regression was applied to find potential predictors of COVID 19 by analyzing the socio-demographic and preventive attitudinal factors. Participants' attitudes towards the media in terms of infection prevention were also evaluated. Results The majority of participants were aware of COVID 19, and the majority obtained information via print and social media. Participants were less likely to become infected with COVID-19 if they had heard of it before (AOR, 0.099) or had read any health-related literature about it (AOR, 0.132). Persons those with comorbidity (AOR, 15.32) and having medical history (AOR 2.815) having high risk of getting infected. Conclusion The study concluded that people's perceptions of COVID-19 prevention measures in Pakistan were influenced by the media. To control the spread of COVID-19, government public health officials can use media (print, electronic, social) as an influential tool across communities in Pakistan to raise awareness about basic preventive behaviours and encourage the public to adopt precautionary measures.