Project – The Influence of Social Media Health Information on Health-Seeking Behaviour among Young Adults in Ibeju-Lekki

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Health information is an essential component of individual and community health because people require accurate and understandable information to recognise health problems, assess risks, make decisions, adopt preventive practices and determine when and where to seek professional care. Traditionally, health information was obtained mainly through healthcare professionals, family members, community leaders, radio, television, newspapers and other conventional sources. However, the expansion of the internet and social media has substantially changed how individuals obtain, interpret and share health information. Social media platforms such as WhatsApp, Facebook, Instagram, YouTube, TikTok and X have become important spaces through which health-related information is produced, circulated and discussed.

The growth of digital communication has made health information more accessible, immediate and interactive. Unlike traditional health communication, where information generally flows from health professionals or institutions to the public, social media allows ordinary users, influencers, celebrities, commercial organisations, health professionals and anonymous individuals to create and distribute health-related content. Consequently, young adults can encounter information about diseases, symptoms, medications, nutrition, sexual and reproductive health, mental health, exercise, pregnancy, weight management, herbal remedies and preventive healthcare while using social media for communication or entertainment. A systematic review by Jia, Pang, and Liu (2021) found that online health-information-seeking behaviour has become increasingly common and is influenced by factors including age, education, income, accessibility, health literacy and the credibility of available information. The review also identified online communities, privacy, real-time interaction and the availability of archived information as important facilitators of online health-information seeking, while poor information quality, limited health literacy and misinformation constitute significant barriers.

Young adults constitute an important population for studying the relationship between social media health information and health-seeking behaviour. This stage of life is associated with increasing independence in decision-making, including decisions concerning healthcare. Young adults frequently make decisions about their own health without the level of parental supervision experienced during childhood. They may also experience health concerns relating to sexual and reproductive health, mental health, nutrition, substance use, infectious diseases, chronic disease risk and general wellbeing. At the same time, young adults are among the population groups most comfortable with digital communication technologies. Social media therefore provides an environment in which health information can be accessed quickly and privately, sometimes without the perceived embarrassment or inconvenience associated with visiting a healthcare facility.

Health-seeking behaviour refers broadly to the actions individuals take when they perceive a need for health information, advice, diagnosis, treatment, prevention or other forms of healthcare. Such behaviour may include recognising symptoms, searching for information, consulting family and friends, visiting a health facility, speaking with a healthcare professional, purchasing medicines, using self-medication, seeking alternative or traditional remedies, delaying treatment or taking no action. Health-seeking behaviour is therefore not limited to actual attendance at a hospital. Rather, it represents a process through which individuals respond to perceived health needs. Andersen’s (1995) behavioural model of health services use explains healthcare utilisation in terms of predisposing factors, enabling resources and perceived or evaluated need. These factors interact to influence whether and how individuals use health services.

The emergence of social media has introduced another important dimension to health-seeking behaviour: the influence of information encountered before, during or instead of professional consultation. An individual who experiences a headache, skin condition, fever, anxiety, sexual-health concern or other symptom may first search social media for explanations. The information encountered may influence how the person interprets the symptom, whether the condition is considered serious, which treatment is considered appropriate and whether professional care is eventually sought. Thus, social media health information can potentially serve as a bridge to appropriate healthcare or, conversely, become a substitute for professional advice.

The potential benefits of social media health information are considerable. Social media can improve the speed with which public-health messages reach populations. Health institutions can use social media to disseminate information about disease prevention, vaccination, nutrition, reproductive health, mental health, emergency warnings and available healthcare services. Individuals can also use online communities to obtain social support and share experiences about health conditions. The privacy provided by online platforms may be particularly useful for young adults seeking information about sensitive subjects. WHO has recognised that digital platforms can improve access to health information and has emphasised the importance of promoting credible, science-based health content online.

However, the accessibility of health information through social media does not automatically guarantee its accuracy. The same characteristics that make social media useful—speed, accessibility, user-generated content and easy sharing—can also facilitate the rapid circulation of inaccurate or misleading information. The World Health Organization (WHO) describes an “infodemic” as an excessive amount of information, including false or misleading information, that can produce confusion, risk-taking and harmful health behaviours. WHO further notes that increasing digitisation and social-media use can allow both useful information and harmful messages to spread rapidly.

The problem of misinformation is particularly important in relation to health-seeking behaviour because people may act on information without verifying its source or scientific validity. A person may, for example, rely on social-media testimonials to diagnose an illness, purchase medication without professional consultation, discontinue prescribed medication, use an unproven herbal preparation or delay visiting a healthcare facility. WHO’s review of evidence on health misinformation found that misinformation and infodemics can negatively affect health behaviours, including increasing vaccine hesitancy and delaying healthcare. The organisation recommends stronger health and digital literacy and improved access to reliable health information as part of the response.

The credibility of social media health information is therefore a major consideration. Users may assess credibility based on the number of followers of a content creator, comments, likes, personal testimonies, perceived expertise, attractiveness of presentation or recommendations from friends rather than formal professional qualifications or scientific evidence. This creates the possibility that highly engaging but inaccurate information may be considered more credible than less entertaining but scientifically sound information. WHO’s global principles for identifying credible health information on social media emphasise the need for reliable, science-based sources and greater visibility of credible health organisations online.

The Nigerian context makes the subject particularly significant. Nigeria has experienced rapid growth in internet and social-media use, and social media has become an important communication environment for young people. Nigerian youths and young adults increasingly encounter health information through social networking sites. A study by Onyechi (2023), involving 407 youths in South-West Nigeria, found that respondents were active in searching for health information through social media and reported a significant relationship between perceptions of social-media credibility and health-information-seeking behaviour. The study recommended stronger policy frameworks and greater use of social media by governmental and non-governmental health organisations to improve healthcare communication.

Similarly, Solo-Anaeto, Nwokike and Ojo reported that Nigerian undergraduates use social media as a source of health information. Their study of 200 undergraduates at Lead City University, Ibadan, found that students accessed health information through social media, although they did not necessarily seek such information regularly; in many cases, health information appeared on their social-media pages or was shared or tagged by friends. This finding is important because it suggests that social media health information may influence users even when they are not deliberately searching for health content. Algorithms, peer sharing, influencer content and online discussions can expose individuals to health messages incidentally.

Recent Nigerian research continues to demonstrate the relevance of this issue. Onyechi and Akinwusi (2026), in a study of social media and health-information-seeking behaviour among undergraduates in Ibadan, observed that the proliferation of social media has changed the way young people access health information, partly because students may experience time and access constraints in obtaining orthodox healthcare services. Although university students are not identical to all young adults, the findings demonstrate the growing significance of social media in health-related decision-making among younger Nigerians.

The influence of social media may also be understood through the Health Belief Model (HBM). Rosenstock (1974) proposed that health-related actions are influenced by individuals’ perceptions of susceptibility to a health problem, perceived severity, perceived benefits of action, perceived barriers, cues to action and other modifying factors. Social media health information can potentially operate as a cue to action by drawing attention to symptoms, diseases or preventive practices. For example, a social-media message about the symptoms of hypertension or sexually transmitted infections may encourage a young adult to seek screening. Conversely, inaccurate information may reduce perceived severity or create false reassurance and thereby discourage appropriate healthcare utilisation.

Health literacy is another factor that may determine how social-media health information influences behaviour. Nutbeam (2000) conceptualised health literacy as involving the knowledge and skills necessary for individuals to access, understand, evaluate and use health information. In a social-media environment where information comes from sources with varying levels of expertise, health literacy becomes increasingly important. A young adult who possesses strong health-literacy skills may be more likely to question sensational claims, identify credible sources, compare information and consult qualified professionals. Conversely, limited health literacy may increase susceptibility to misinformation, misleading testimonials and unverified treatment claims.

The relationship between information and behaviour is therefore not necessarily straightforward. Exposure to health information does not always result in positive health-seeking behaviour. The nature, credibility, relevance, comprehensibility and frequency of the information may determine its influence. Personal beliefs, previous experiences, socioeconomic circumstances, accessibility of healthcare services, perceived cost, waiting time, trust in health workers and cultural expectations may also interact with social-media information in shaping decisions.

This consideration is particularly relevant to Ibeju-Lekki Local Government Area of Lagos State. Ibeju-Lekki is a rapidly developing and increasingly urbanising area with a mixture of established communities, peri-urban settlements and expanding economic activities. The official Ibeju-Lekki Local Government website identifies communities including Ibeju-Agbe, Magbon-Alade, Iberikodo, Igando-Oloja, Aiyeteju, Awoyaya, Bogije, Akodo, Elerangbe, Eleko, Elemoro, Lakowe, Orimedu and others. It also lists healthcare facilities including Akodo General Hospital and several primary healthcare centres. Research has described Ibeju-Lekki as a rapidly urbanising peri-urban region, demonstrating that the area is undergoing substantial demographic and spatial change (Ezechinyere & Stanislaus, 2023).

The changing social and economic environment of Ibeju-Lekki creates an important context for investigating health-seeking behaviour. As communities develop and become increasingly connected to wider metropolitan Lagos, young adults are exposed to diverse sources of information, including digital platforms. At the same time, access to healthcare may vary across communities. A recent study of primary healthcare facilities in peri-urban communities of Ibeju-Lekki investigated access, utilisation and satisfaction among 200 respondents, demonstrating the continuing importance of understanding how residents access and use primary healthcare services in the area (Akoteyon & Faturoti, 2025).

The coexistence of healthcare facilities and rapidly expanding digital communication makes Ibeju-Lekki a relevant setting for examining the relationship between social-media health information and health-seeking behaviour. Young adults may use social media to supplement information obtained from health professionals, to decide whether professional care is necessary, to identify health facilities or to obtain reassurance from peers. However, they may also rely on social-media information in place of professional consultation. The consequences of these behaviours can be significant, particularly when inaccurate information leads to self-medication, delayed diagnosis or inappropriate treatment.

It is therefore necessary to move beyond simply asking whether young adults use social media. The more important issue is whether and how health information encountered on these platforms influences what they do when faced with health concerns. This includes examining the frequency with which they obtain health information through social media, the types of health information they encounter, the platforms commonly used, their perception of the credibility of such information and the extent to which social-media information influences their decisions to seek professional healthcare.

Despite increasing research on online health-information seeking, there remains a need for context-specific evidence. Existing Nigerian studies have examined youths and university students in South-West Nigeria, but findings from Ibadan or broader South-West populations cannot automatically be generalised to young adults living in Ibeju-Lekki. The unique peri-urban characteristics of Ibeju-Lekki, its expanding population, changing settlement patterns and variations in access to healthcare make local evidence important. The present study therefore focuses specifically on the influence of social media health information on health-seeking behaviour among young adults in Ibeju-Lekki, Lagos State.

1.2 Statement of the Problem

The rapid expansion of social media has created unprecedented opportunities for young adults to obtain health information. Information about diseases, symptoms, medications, nutrition, reproductive health, mental health, fitness and disease prevention can be obtained within seconds through smartphones and other internet-enabled devices. For young adults, who are often active users of digital communication platforms, social media can be a convenient alternative or complement to conventional sources of health information.

The major problem, however, is that the availability of health information on social media does not necessarily mean that the information is accurate, complete or appropriate for individual decision-making. Social-media platforms contain information produced by healthcare professionals as well as information produced by individuals without medical qualifications. Personal experiences, advertisements, traditional remedies, commercial promotions, rumours, conspiracy theories and scientifically supported information can appear side by side. Consequently, young adults may find it difficult to distinguish evidence-based health advice from misleading or harmful information.

The World Health Organization has identified this problem as part of the broader challenge of health misinformation and infodemics. According to WHO, excessive exposure to inaccurate or misleading health information can create confusion, encourage risk-taking and undermine trust in health authorities. More importantly, WHO’s evidence review indicates that health misinformation can negatively affect health behaviour and may contribute to delays in seeking appropriate healthcare.

The problem becomes more serious when social-media information influences health decisions without professional verification. A young adult who encounters information about a perceived symptom may attempt self-diagnosis rather than consult a healthcare professional. Another may purchase medication based on an online recommendation, use an unverified herbal remedy, discontinue prescribed treatment because of a social-media claim or postpone hospital attendance because an online post suggests that the condition is harmless. Although social media can encourage positive health practices, these alternative behaviours may increase the risk of delayed diagnosis, inappropriate treatment and poor health outcomes.

In Nigeria, available evidence suggests that young people actively use social media for health-information seeking. Onyechi (2023) found a significant relationship between perceptions of social-media credibility and health-information-seeking behaviour among youths in South-West Nigeria. However, the existence of health-information seeking does not establish precisely how the information affects subsequent healthcare decisions. Similarly, research among Nigerian undergraduates shows that social-media health information may reach users incidentally through friends, tags and platform feeds rather than through deliberate searches (Solo-Anaeto et al., 2021). This raises an important concern: young adults may be influenced by health information even when they are not consciously evaluating its credibility.

There is also a potential conflict between social-media information and professional healthcare advice. While healthcare professionals generally rely on clinical assessment, diagnostic procedures and evidence-based guidelines, social-media content may emphasise personal experiences, simplified explanations or immediate solutions. Young adults who perceive social media as more accessible, private, affordable or convenient than healthcare facilities may give greater attention to online information. Such behaviour may be especially consequential when healthcare access, cost, waiting time or perceived stigma constitutes a barrier to formal healthcare.

The problem is particularly relevant in Ibeju-Lekki because of the area’s rapid development and changing social environment. Ibeju-Lekki contains numerous communities and healthcare facilities, but research has continued to examine issues of access and utilisation of primary healthcare services in its peri-urban communities (Akoteyon & Faturoti, 2025). At the same time, young adults in the area are increasingly part of a digitally connected population. The interaction between digital health information and existing patterns of healthcare utilisation therefore requires empirical investigation.

Another problem is the limited availability of location-specific evidence concerning young adults in Ibeju-Lekki. Although studies have investigated social-media health-information seeking among Nigerian youths and university students, much of the available evidence comes from other locations or specific institutional populations. The experiences of young adults living in Ibeju-Lekki may differ because of differences in community characteristics, healthcare accessibility, socioeconomic conditions, educational backgrounds and patterns of social-media use.

If the influence of social-media health information on health-seeking behaviour remains poorly understood, health educators and public-health practitioners may have difficulty designing effective interventions for young adults in the area. There is a need to know whether social-media health information encourages young adults to seek professional care, delays such care, promotes self-medication, influences the choice of healthcare providers or simply supplements information obtained from conventional healthcare sources.

The central problem, therefore, is that while social media has become an important source of health information among young adults, there is insufficient empirical evidence on the extent to which such information influences their actual health-seeking behaviour in Ibeju-Lekki. This study seeks to address this gap by examining the influence of social-media health information on health-seeking behaviour among young adults in Ibeju-Lekki, Lagos State.

1.3 Purpose of the Study

The main purpose of this study is to examine the influence of social media health information on health-seeking behaviour among young adults in Ibeju-Lekki, Lagos State.

Specifically, the study seeks to:

1. determine the extent to which young adults in Ibeju-Lekki obtain health information from social media;
2. identify the major social-media platforms used by young adults for accessing health information;
3. examine the types of health information commonly accessed by young adults through social media;
4. assess young adults’ perception of the credibility and reliability of health information obtained through social media;

1.4 Research Questions

The following research questions will guide the study:

1. To what extent do young adults in Ibeju-Lekki obtain health information from social media?
2. What social-media platforms are commonly used by young adults in Ibeju-Lekki for accessing health information?
3. What types of health information are commonly accessed by young adults through social media?
4. How do young adults in Ibeju-Lekki perceive the credibility and reliability of health information obtained through social media?

1.5 Research Hypothesis

The following null hypothesis will be tested at a 0.05 level of significance:

H₀: There is no significant relationship between exposure to social-media health information and health-seeking behaviour among young adults in Ibeju-Lekki, Lagos State.

1.6 Significance of the Study

The study will be significant to several groups.

Young adults: The study will help young adults understand the potential benefits and risks associated with obtaining health information through social media. It may encourage them to critically evaluate online information, verify health claims and seek professional advice when necessary.

Healthcare professionals: Findings from the study may help healthcare professionals understand how young adults obtain health information and how online information influences their healthcare decisions. This knowledge can assist nurses, doctors, pharmacists and other health professionals in developing appropriate communication strategies for young social-media users.

Public-health practitioners: Public-health professionals may use the findings to design social-media health-promotion programmes targeted at young adults. Understanding the platforms and types of information that young adults engage with can improve the delivery of health education and disease-prevention messages.

Government and health agencies: The findings may provide evidence for policies and programmes aimed at improving digital health literacy and reducing the effects of health misinformation. The WHO has emphasised the importance of credible health information and stronger digital and health literacy in addressing health misinformation.

Healthcare facilities in Ibeju-Lekki: The study may help healthcare facilities understand factors that influence whether young adults choose to utilise professional services. Such knowledge could support more effective patient education, social-media engagement and community-health outreach.

Researchers and academics: The study will add to the body of literature on social media, health-information seeking and healthcare utilisation in Nigeria. It may also provide a basis for further studies on digital health communication, misinformation and health behaviour among different population groups.

Community health educators: Community health educators may benefit from evidence concerning the health-information sources preferred by young adults. This can help them integrate credible social-media communication into community-based health-promotion strategies.

1.7 Scope of the Study

The study focuses on the influence of social-media health information on health-seeking behaviour among young adults in Ibeju-Lekki Local Government Area of Lagos State, Nigeria.

The study will concentrate on young adults within the age range defined by the researcher for the study, with the operational study population expected to comprise young adults resident in selected communities in Ibeju-Lekki. The study will examine social-media use for health-information purposes, types of health information accessed, perceived credibility of online health information and health-seeking behaviours.

The study will consider major social-media platforms such as WhatsApp, Facebook, Instagram, YouTube, TikTok and X, depending on the platforms identified by respondents. Health-seeking behaviour will include actions such as seeking professional medical consultation, visiting health facilities, self-medication, consulting family or friends, using traditional or alternative remedies, searching for additional information and delaying or avoiding professional healthcare.

The geographical scope is restricted to Ibeju-Lekki Local Government Area and does not seek to generalise the findings to all young adults in Lagos State or Nigeria without appropriate caution.

1.8 Operational Definition of Terms

Health Information: Information relating to health conditions, symptoms, diseases, prevention, treatment, medication, nutrition, reproductive health, mental health, lifestyle and healthcare services.

Health-Seeking Behaviour: The actions and decisions taken by an individual in response to a perceived health need, including seeking information, consulting healthcare professionals, visiting health facilities, self-medication, using alternative remedies or delaying healthcare.

Influence: The extent to which exposure to social-media health information affects or contributes to changes in an individual’s health-related decisions or actions.

Social Media: Internet-based platforms that allow users to create, share, discuss and interact with content and other users, including platforms such as WhatsApp, Facebook, Instagram, YouTube, TikTok and X.

Social Media Health Information: Health-related messages, posts, videos, articles, advertisements, testimonials, discussions or other content encountered through social-media platforms.

Young Adults: For the purpose of this study, persons within the researcher-defined young-adult age category who reside in Ibeju-Lekki and are eligible to participate in the study.

Health Misinformation: Health-related information that is false, inaccurate, misleading or unsupported by appropriate scientific evidence, whether intentionally or unintentionally circulated.

Health Literacy: The knowledge, motivation and skills required to access, understand, evaluate and use health information in ways that promote and maintain health (Nutbeam, 2000).

Credibility: The degree to which a young adult considers health information obtained from social media to be trustworthy, accurate, dependable and believable.

1.9 Organisation of the Study

The study will be organised into five chapters. Chapter One presents the introduction, background to the study, statement of the problem, purpose of the study, research questions, hypothesis, significance, scope and operational definitions. Chapter Two will review relevant conceptual, theoretical and empirical literature related to social media, health information and health-seeking behaviour. Chapter Three will present the research methodology, including research design, study population, sample size, sampling procedure, instrument for data collection, validity, reliability, data-collection procedure and method of data analysis. Chapter Four will present and analyse the data collected from respondents and discuss the findings. Chapter Five will provide the summary, conclusion and recommendations based on the findings of the study.

Project – The Influence of Social Media Health Information on Health-Seeking Behaviour among Young Adults in Ibeju-Lekki