Social media engagement and pedestrian bridge utilisation: investigating impacts of anticipated regret and community enforcement visibility

Purpose This study investigates the influence of social media engagement (SME) on pedestrian bridge utilisation (PBU), with anticipated regret (AR) as a mediating mechanism and community enforcement visibility (CEV) as a moderating factor. Design/methodology/approach A cross-sectional survey was conducted among 915 pedestrians in an urban setting. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to test the hypothesised relationships between SME, AR, CEV and PBU. Findings SME significantly predicts both AR and PBU, with SME emerging as the strongest driver of bridge use. AR also positively influences PBU but does not significantly mediate the SME–PBU relationship. More so, CEV strengthens the effects of both SME and AR on PBU, underscoring the importance of visible enforcement mechanisms. Practical implications The findings highlight the effectiveness of combining interactive social media campaigns with emotionally engaging content (ARs) and visible enforcement to enhance pedestrian safety. Social implications By promoting safer crossing behaviour, the study contributes to reducing traffic-related injuries and fatalities, supporting progress toward United Nations Sustainable Development Goal 3.6. Originality/value This study advances Protection Motivation Theory by empirically demonstrating the interplay of SME, AR and enforcement visibility in shaping pedestrian safety behaviour. It provides actionable strategies for policymakers, road safety authorities and community leaders to foster sustainable behavioural change.