Investigating the Effects of Digital Media Exposure, Parental Communication and Peer Influence on Sexual Health Behavioural Patterns among Young Adults

Abstract

Sexual health behaviours among young adults are influenced by multiple factors, including digital media exposure, parental communication, and peer influence. The increasing reliance on digital platforms for sexual health information, the role of parental guidance, and the impact of social circles raise important questions about how these factors may shape sexual responsibility, condom use, and risk perception. Despite increased access to sexual health information, many young adults continue to engage in risky sexual behaviours. This study aims to examine the effects of digital media exposure, parental communication, and peer influence on the sexual health behavioural patterns of young adults. A survey-based cross-sectional study was conducted among young adults, utilizing structured questionnaires. A total of 542 participants submitted their responses. Data was analysed using descriptive statistics and regression analysis to determine the impact of these variables on sexual health knowledge and condom use frequency. When it comes to the source of exposure to sexual health information, Digital Media was the most frequent source, with over 90% of respondents reporting at least an occasional exposure.  Parental/Guardian Communication showed lower exposure levels, with 31.4% indicating they were never had sexual health discussion with a parent/guardian. Peer Influence was a significant factor, with 54.9% of respondents reporting that they were often exposed to sexual health discussions from peers. Regression analysis revealed that peer influence had the most substantial effect on sexual health behaviours (β = 0.40, p < 0.001), followed by digital media exposure (β = 0.30, p = 0.001) and parental communication (β = 0.25, p = 0.028). Notably, 40.2% of respondents considered themselves quite aware of sexual health risks, yet a significant 17% reported never using condoms. Further analysis of exposure levels showed that digital media and peer discussions were more influential than parental communication in shaping sexual health decisions. Parental communication strategies should be strengthened to create an open dialogue about sexual health. Public health efforts should focus on leveraging peer influence, promoting digital health literacy, and encouraging family-based discussions to improve responsible sexual health behaviours among young adults.