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Impact of Social Media Health Campaigns on Health-Seeking Behaviour among Young Adults in Nigeria

Abstract

Social media has become an important channel for disseminating health information and promoting health-related behaviours among young adults. Platforms such as Facebook, Instagram, TikTok, X, YouTube, and other digital platforms provide opportunities for health organizations, healthcare professionals, government agencies, and public health programmes to reach large populations with information about disease prevention, healthy lifestyles, sexual and reproductive health, mental health, vaccination, screening, and available healthcare services. Despite the potential benefits of social media health campaigns, the influence of online health information on health-seeking behaviour may vary because of misinformation, limited health literacy, distrust of online sources, exposure to conflicting information, and differences in digital access. Against this background, this study investigates the impact of social media health campaigns on health-seeking behaviour among young adults in Nigeria. The study will be anchored on the Health Belief Model, Social Cognitive Theory, and Uses and Gratifications Theory. The Health Belief Model explains how exposure to health messages may influence perceptions of susceptibility, perceived severity, perceived benefits, perceived barriers, and cues to action, thereby influencing health-seeking behaviour. Social Cognitive Theory emphasizes observational learning, behavioural modelling, social influence, reinforcement, and self-efficacy in the adoption of health behaviours. Uses and Gratifications Theory explains how young adults actively select and engage with social media content based on their information, social interaction, entertainment, and health-related needs. Collectively, these theoretical perspectives provide a suitable framework for explaining how social media health campaigns may influence health-seeking behaviour among young adults in Nigeria. The study will adopt a quantitative analytical cross-sectional or quasi-experimental research design. The study population will comprise young adults aged 18–35 years residing in selected urban and rural communities across Nigeria. A multistage sampling technique will be used to select geopolitical zones, states, local government areas, communities, and eligible participants. Social media health campaigns will be assessed using indicators such as exposure frequency, campaign reach, duration, message clarity, credibility of information sources, engagement with health content, perceived relevance, use of multimedia content, interactive features, calls to action, and exposure to campaign messages on different social media platforms. Health-seeking behaviour will be assessed using indicators such as timely utilization of healthcare facilities, seeking professional medical advice, participation in preventive health services, screening attendance, vaccination uptake, appropriate self-referral, adherence to recommended follow-up, and avoidance of delayed or inappropriate healthcare-seeking. Data will be collected using structured questionnaires, validated health-seeking behaviour scales, social media exposure measures, and relevant campaign engagement records where available. Descriptive statistics will be used to summarize participants' characteristics, social media exposure, and health-seeking patterns. Inferential statistical techniques, including chi-square tests, correlation analysis, and logistic or multiple regression analysis where appropriate, will be used to determine the impact of social media health campaigns on health-seeking behaviour. Where a quasi-experimental design is adopted, health-seeking behaviour before and after exposure to a structured social media health campaign may be compared to determine changes associated with the intervention. Diagnostic tests will also be conducted to assess the reliability, validity, and robustness of the findings. The study is expected to find that exposure to credible and well-designed social media health campaigns has a significant positive impact on health-seeking behaviour among young adults in Nigeria. Young adults who are regularly exposed to relevant and reliable health campaigns are expected to demonstrate greater awareness of available healthcare services and a higher likelihood of seeking professional healthcare when health concerns arise. Social media campaigns may also encourage preventive healthcare practices such as screening, vaccination, health checks, and early consultation by providing accessible information and timely reminders. Interactive content may improve engagement and encourage young adults to discuss health concerns and seek further information from healthcare professionals. However, misinformation, misleading health claims, distrust of online information, information overload, privacy concerns, limited digital health literacy, and socioeconomic differences may reduce the effectiveness of social media health campaigns. The study therefore expects credible, evidence-based, engaging, culturally appropriate, and accessible social media health campaigns to contribute significantly to improved health-seeking behaviour among young adults in Nigeria. The study is expected to contribute to the literature on social media health campaigns, health-seeking behaviour, digital health communication, young adult health, health promotion, social media utilization, health information dissemination, eHealth, and public health in Nigeria. The findings will provide useful information to the Federal Ministry of Health and Social Welfare, Nigeria Centre for Disease Control and Prevention, National Primary Health Care Development Agency, state ministries of health, healthcare institutions, public health organizations, digital health professionals, social media health communicators, development partners, and policymakers regarding strategies for using social media to promote appropriate healthcare utilization. The study will also provide evidence-based recommendations for strengthening social media health campaigns, improving the credibility and clarity of online health messages, increasing young adults' digital health literacy, addressing health misinformation, promoting interaction with qualified healthcare professionals, and integrating social media communication into broader health promotion and public health programmes across Nigeria.

Keywords: Social media health campaigns, health-seeking behaviour, young adults, digital health communication, health promotion, social media, healthcare utilization, health information, digital health, health literacy, Nigeria, public health.