Multicultural Education Volume 7, Issue 2, 2021 _______________________________________________________________________________________ 58 Use of Social Media in Promoting Breast Cancer Awareness among Malaysian Women of Generation Y: A Conceptual Framework Tha’er Majali, Azizah Omar, Malek Alsoud, Samer Barakat Article Info Abstract Article History Received: December 05, 2020 With the distinctive features of social media, researchers have argued that these emerging tools might be useful in respect of exchanging health-related information through an interactive and collaborative mechanism. For example, social media provides a persuasive, accessible, and broader reach of information for promoting breast cancer awareness among the public. Through a theoretical review of the existing research, this paper develops a conceptual framework to examine the influence of social media interactivity and source credibility on users’ attitude to and awareness of breast cancer among Malaysian women, specifically, Generation Y. The framework also examines the moderating effect of review intensity on attitude towards using social media and breast cancer awareness. The proposed conceptual framework includes essential users’ concerns to enhance the use of social media to increase breast cancer awareness. The paper highlights the proposed relationships for further empirical studies to explore and demonstrate the usefulness of the conceptual framework. Accepted: February 02, 2021 Keywords : Breast Cancer Social media Perceived Interactivity Review Intensity Source Credibility DOI: 10.5281/zenodo.4495161 Introduction Breast cancer is the most occurrence of cancer among women around the world and the second common cancer overall. Recent data indicate that breast cancer is responsible for an estimated 627,000 deaths in 2018, which is approximately 15 % of all cancer deaths among women (WHO, 2018). Malaysia has the worsts survival rates for breast cancer compares to other Asia Pacific countries. The majority of breast cancer patients diagnosed at a quite late stage (Mastura & Azlina, 2018), which makes breast cancer a leading cause of death especially among young Malaysian women. This is due to several reasons such as poor awareness, the absence of screening programmes, and cultural restrictions and limitations. Moreover, the 2018 Globocan reported that most of the diagnosed incident are at ten years or younger than their Western counterparts (Bray et al., 2018). Thus, there is an urgent need to find a key mechanism of promoting Malaysians women awareness, particularly young women. One way to promote Malaysian women awareness is the utilizing of technology such as social media that enable users to disseminate and exchange health-related information effortlessly, and seamlessly, such a mechanism would immensely promote breast cancer awareness. The proliferation of the internet and the two- way interactions have changed the role of users from recipients into a generator for different types of content, which is a new reality in the healthcare setting (Johnston, Worrell, Di Gangi, & Wasko, 2013; Lapointe, Ramaprasad, & Vedel, 2014). The advent of social media contributes to the real life in different aspects such as organization performance (Tajudeen, Jaafar, & Ainin, 2018), marketing and purchase behaviours (Alalwan, 2018; Sheth, 2018) tourists, and political campaigns (Dimitrova & Matthes, 2018; Hausmann et al., 2018). Social media usage was also expanded to social marketing, specifically healthcare context. Clinicians or patients are increasingly engaging and participating in health information through these online platforms (Benetoli, Chen, & Aslani, 2018; Carley et al., 2018). Thus, it is critical for healthcare practitioners, and policymakers to understand women attitude toward using social media to exchange health-related information about diseases detection, prevention, and treatment. Malaysia has one of the lowest survival rates of breast cancer in the Asia Pacific region due to the late