<![CDATA[Seasonal haze caused by forest and land fires is an environmental crisis that can reduce air quality and increase health risks among university students. Social media promotion can serve as a communication instrument to disseminate health information and encourage protective behavior, particularly mask use. This study aims to analyze the relationship between social media promotion and mask-use behavior among students at Universitas Sriwijaya during the haze period. A quantitative study with a causal associative approach was conducted involving 100 active Universitas Sriwijaya students from the Indralaya and Palembang campuses. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using validity and reliability tests, simple linear regression, t-test, and coefficient of determination. The results indicate that social media promotion has a positive and significant relationship with students’ mask-use behavior, with a significance value of 0.000 and an R² value of 0.531. This indicates that social media promotion explains 53.1% of the variation in mask-use behavior, while the remaining 46.9% is explained by other factors. Therefore, social media can be utilized as a supporting communication medium to encourage consistent protective behavior among students during haze conditions.]]>
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