Abstract

This study examines the effects of media exposure on breast cancer knowledge, attitude, and practice (KAP). In addition to exploring the direct relationship between media exposure and breast cancer KAP, the study also investigates the mediating effects of breast cancer awareness and fear between media exposure and breast self-examination. The study is anchored on the Advertising Research Foundation’s (ARF’s) Hierarchy of Effects Model, integrating with the KAP model. Using a cross-sectional web-based survey design, the study collected data from 352 female university students. Results from structural equation modeling analysis illustrate that media exposure is positively associated with breast cancer awareness and breast self-examination. Findings further reveal that awareness significantly mediates between media exposure and breast self-examination. However, breast cancer fear is not found to be a significant mediator and all paths involving fear are insignificant. This research study suggests that utilizing various media channels and strategies, pink communication campaigns can play a pivotal role in raising awareness, promoting breast cancer screening, and supporting those affected by this lethal disease.