Project – Effect of Social Media-Based Health Information on Health-Seeking Behaviour among Undergraduate Students in Selected Nigerian Universities

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Health is a fundamental component of human development and quality of life. The ability of individuals to maintain good health, recognise symptoms of illness, obtain appropriate health information and seek timely professional care is essential to reducing preventable morbidity and mortality. Health-seeking behaviour encompasses the actions individuals undertake when they perceive a health problem or require information about maintaining or improving their health. These actions may include searching for information, consulting family members or friends, visiting health facilities, speaking with health professionals, using pharmacies, practising self-care or self-medication, and increasingly, searching for health information through digital platforms. For university students, health-seeking behaviour is particularly important because the transition into higher education is often accompanied by increased independence and personal responsibility for health-related decisions.

University students constitute an important population for health research because they experience a range of physical, psychological and social challenges associated with young adulthood. A review by James et al. (2022) observed that college students experience health risks associated with stress, poor sleep, sexual activity, unhealthy dietary practices, inadequate physical activity and substance use. The authors further noted that health-information resource utilisation can influence healthcare-seeking behaviour among college students and young adults. Consequently, the ways in which undergraduate students obtain health information may have important implications for the decisions they make concerning prevention, diagnosis, treatment and utilisation of healthcare services.

Traditionally, health information has been obtained through healthcare professionals, textbooks, newspapers, radio, television, family members, friends and community-based health programmes. The development of the internet has substantially changed this pattern. Individuals can now search for information concerning diseases, symptoms, medications, nutrition, sexual health, mental health, physical fitness and other health issues without necessarily visiting a healthcare facility. Lambert and Loiselle (2007) conceptualised health information-seeking behaviour as an important component of health behaviour because individuals actively seek information to understand health conditions and make decisions about their health. The increasing availability of digital information has therefore transformed health information-seeking from an activity largely dependent on professional encounters into one that can occur continuously through personal digital devices.

Social media has further transformed the health-information environment. Social media platforms such as WhatsApp, Facebook, Instagram, YouTube, TikTok and X enable users not only to consume information but also to create, share, comment on and discuss health-related content. Moorhead et al. (2013), in a systematic review of the use of social media for health communication, identified several important functions of social media, including increasing interaction, facilitating the sharing and obtaining of health messages, improving access to information, providing social and emotional support, and facilitating communication between health professionals and members of the public. At the same time, the authors identified concerns relating to information quality, reliability, confidentiality and privacy.

Social media-based health information can be understood as health-related information accessed, received, shared or discussed through social networking and social-media platforms. Such information may concern disease symptoms, disease prevention, nutrition, physical activity, reproductive and sexual health, mental health, medication, fitness, substance use and general wellness. Unlike traditional health communication, social media allows users to receive information through a combination of text, images, short videos, livestreams, comments, personal experiences and peer discussions. This makes health communication more interactive and potentially more influential in shaping individual attitudes and behaviours.

The importance of social media as a health-information source is particularly relevant to young adults. Young adults are among the most active users of digital technologies, and they frequently use platforms originally designed for social interaction for other purposes, including information seeking. A scoping review of online health-information-seeking behaviour among young adults found that young people use platforms such as Instagram, TikTok, YouTube and other social-media environments to obtain health information. The review further showed that young adults value credible content from health professionals, user-friendly platforms, tailored language, interaction, privacy and inclusivity when seeking health information online.

Similarly, Goodyear et al. (2022) found that young adults use different social media platforms in different ways when searching for health information. Facebook was often associated with incidental exposure through friends, advertisements, groups and pages; YouTube was more frequently used for deliberate searches for advice and instructions; while Instagram was strongly associated with fitness and wellness content. The study also found that young adults sometimes judged the quality of health information according to the perceived trustworthiness of the person presenting it. This is significant because the perceived credibility of a social-media personality may influence whether users accept and act upon health information.

The increasing use of social media for health information is also evident among Nigerian university students. A recent Nigerian study by Oni et al. (2025) examined social-media use for health information among undergraduate students at the University of Abuja. The study found that 96.3% of respondents reported using social media for health-education information. TikTok was the most frequently used platform for health information in the study, followed by YouTube and WhatsApp. Nutrition, symptoms of health problems, and fitness or workout routines were among the most frequently accessed categories of health information. Importantly, although nearly half of the students regarded social media as a trusted health-information source, many also strongly agreed that misleading information was common.

These findings demonstrate the dual character of social media as a health-information environment. On one hand, social media can improve access to health information by making health messages available quickly and conveniently. Students can search for information at any time without travelling to a health facility. On the other hand, social media permits information to be produced and distributed by individuals without professional health qualifications. Consequently, accurate health information may appear alongside misinformation, advertisements, personal opinions and potentially harmful health claims.

The quality and trustworthiness of online health information are therefore important determinants of health-information-seeking behaviour. Li et al. (2020), in a meta-analysis involving 44 articles and 54 empirical samples, found that the quality, trustworthiness and usefulness of online health information were among the dominant predictors of people’s decisions to seek health information online. The authors also found that technological development, the type of information being sought and other contextual factors moderated relationships between information-seeking determinants and behaviour. This suggests that individuals do not simply seek information because it is available; their decisions are influenced by how useful, credible and relevant they perceive that information to be.

Social media has also changed the nature of interpersonal health communication. Students may seek information from friends, online communities, influencers, health organisations, healthcare professionals and other social-media users. Such interactions can provide emotional support and reduce the sense of isolation associated with certain health concerns. Sadasivam et al. and other researchers have recognised that social networks can provide individuals with opportunities to share experiences and obtain support concerning health conditions. Moorhead et al. (2013) similarly identified peer and social support as one of the major benefits associated with social media in health communication.

However, the social character of these platforms can also create risks. Information may become influential because it is popular rather than because it is scientifically accurate. Social-media algorithms may repeatedly expose users to similar content, while influencers may promote products, diets, supplements or treatment approaches for commercial or personal reasons. A recent systematic review by Li and Ye (2025), examining 39 studies published between 2019 and 2024, found that wellness misinformation can spread through social media through observational learning, self-efficacy mechanisms and algorithm-driven exposure. The review particularly highlighted the role of influencers and unverified health claims and recommended media literacy and transparent disclosure as strategies for strengthening digital health resilience.

The presence of misinformation becomes especially concerning when social-media health information influences actual health-seeking decisions. Health information is not merely consumed for entertainment; individuals may use it to decide whether to visit a hospital, consult a doctor, purchase medication, use home remedies, delay professional care or attempt self-treatment. Therefore, the relationship between social-media-based health information and health-seeking behaviour represents an important public-health issue.

A study examining health information-seeking through social networking sites found that the boundaries between obtaining health information and deciding whether to seek professional care or self-treat can become blurred. The study reported that trust in health-related information obtained from social networking sites was associated with self-treatment behaviour. The authors argued that healthcare providers should help patients identify credible social-media health information and understand the importance of professional medical advice. This finding is particularly relevant to undergraduate students who may possess considerable digital independence while still developing experience in making health decisions.

The relationship between social media and health-seeking behaviour can be understood through the Health Belief Model. Rosenstock (1974) proposed that health behaviour is influenced by individuals’ perceptions of susceptibility to a health condition, the severity of the condition, the benefits and barriers associated with taking action, and cues that stimulate health-related action. Social media may function as a contemporary source of such cues. For example, a student who encounters information describing symptoms of a disease may become more aware of perceived susceptibility and decide to seek medical attention. Similarly, information about the benefits of screening or early treatment may encourage a student to visit a healthcare facility.

Social media may also influence perceived barriers to healthcare utilisation. Students who encounter information about healthcare services, locations, costs, opening hours or experiences of other patients may become more informed about available services. Conversely, negative stories concerning healthcare providers, treatment costs or perceived stigma may discourage students from seeking professional care. Thus, social-media health information can potentially operate in both positive and negative directions.

The relevance of this issue to Nigerian universities is substantial. Nigeria has a large and growing population of young people who increasingly interact through digital platforms. University students have access to smartphones and social-media applications and frequently use these platforms for communication, entertainment, education and information. The 2025 study by Oni et al. demonstrated that Nigerian undergraduates already use social media extensively for health information, with 96.3% of respondents reporting such use. This suggests that social media has become an important component of the health-information environment for Nigerian university students.

The content accessed by students may cover a broad range of health issues. Oni et al. (2025) reported that nutrition tips, symptoms of health conditions and fitness or workout routines were among the most frequently accessed health-information categories among Nigerian undergraduates. Other possible areas include sexual and reproductive health, mental health, infectious diseases, substance use, medication, chronic diseases and preventive health practices. Different categories of information may have different implications for health-seeking behaviour.

For example, a student who sees social-media content about symptoms of malaria or another infectious disease may decide to visit a healthcare facility, consult a pharmacist or engage in self-medication. Similarly, a student who encounters information concerning mental health may seek counselling or psychological support, or may instead attempt to manage the problem independently. Information concerning sexual and reproductive health may influence decisions about testing, contraception or professional consultation. Therefore, the consequences of social-media health information depend partly on the nature of the information and the student’s interpretation of it.

The credibility of the source is another major consideration. Health information provided by a qualified doctor, nurse, pharmacist, public-health organisation or recognised health institution may be more likely to meet professional standards than information provided by an anonymous user or unqualified influencer. Nevertheless, students may not always distinguish between these sources. Goodyear et al. (2022) found that young adults sometimes evaluated health content based on their perceptions of the credibility of the personality presenting it rather than solely on the scientific evidence supporting the information. This suggests that perceived credibility can become a powerful determinant of whether social-media health information influences behaviour.

Health literacy is therefore an important factor in this relationship. Health literacy refers broadly to people’s ability to access, understand, evaluate and use health information and services in ways that promote and maintain health. In a social-media environment, health literacy increasingly includes the ability to distinguish credible health information from misinformation. Students with stronger health literacy may be more likely to verify information through credible sources and consult healthcare professionals before acting, whereas students with weaker health literacy may be more susceptible to misleading claims.

Digital health literacy is particularly important because the social-media environment differs from traditional health communication. Conventional health information is often delivered through professionally regulated channels, whereas social media allows almost anyone to produce and distribute health-related content. Consequently, users must exercise greater judgement in determining whether information is accurate and applicable to their circumstances.

The COVID-19 pandemic further demonstrated the importance of digital health information. During the pandemic, social media became a major channel for disseminating information concerning symptoms, prevention, vaccines, treatment and public-health measures. However, the rapid circulation of misinformation also created significant challenges. The World Health Organization’s concept of an “infodemic” captures the problem of excessive information, including false or misleading information, that can make it difficult for people to identify trustworthy guidance. This experience demonstrated that digital health communication can influence public-health decision-making on a large scale.

The effects of digital health communication are not necessarily limited to information or knowledge. Digital health interventions can potentially influence attitudes and behaviours. A systematic scoping review of digital health interventions for non-communicable disease prevention found that messaging platforms, mobile applications and other digital features were associated with improvements in knowledge, attitudes and behavioural outcomes, although effectiveness varied according to intervention design and target population. This provides evidence that digital communication can influence health behaviour when appropriately designed.

Nevertheless, social-media-based health information differs from structured digital health interventions. In formal interventions, content is usually developed according to specific health objectives and may be reviewed by professionals. On open social-media platforms, information can be created by diverse individuals and organisations with varying levels of expertise. Therefore, the behavioural effects of social-media health information cannot be assumed to be equivalent to those of professionally designed digital health interventions.

Another important issue is privacy. Health issues can be sensitive, particularly among young adults. Students may prefer searching for information online because they perceive social media as more private or less embarrassing than discussing certain concerns directly with healthcare providers. Online platforms may therefore reduce psychological barriers associated with asking questions about sexual health, reproductive health, mental health, substance use and other sensitive issues. However, online privacy is not guaranteed, and students may unknowingly disclose personal health information through comments, posts, searches or interactions.

The healthcare-seeking behaviour of undergraduate students is also influenced by practical barriers. Students may have limited financial resources, demanding academic schedules, concerns about waiting times, uncertainty about where to seek care, or perceptions that their symptoms are not serious enough to justify professional consultation. Social media may provide an alternative source of information that appears quicker and less costly. However, reliance on social-media advice instead of professional consultation may delay appropriate diagnosis and treatment when symptoms require medical attention.

This issue is especially relevant in the Nigerian university context, where healthcare-seeking behaviour may be influenced by accessibility, affordability, perceived quality of care, cultural beliefs and previous experiences with healthcare services. The use of social media adds another dimension to these factors because students can obtain health information before deciding whether professional healthcare is necessary.

The existing literature provides strong evidence that health information-seeking and health-seeking behaviour are related, but important gaps remain. James et al. (2022) identified the influence of health-information resource utilisation on healthcare-seeking behaviour among college students and young adults but also highlighted the need for further research into interventions addressing the health needs of this population. Li et al. (2020) demonstrated that the quality, trustworthiness and usefulness of online health information are important determinants of online information-seeking behaviour. However, the specific extent to which health information obtained through social media influences the subsequent health-seeking behaviour of undergraduate students in Nigerian universities requires further investigation.

The recent study by Oni et al. (2025) is particularly important because it provides Nigerian evidence that undergraduates extensively use social media for health information. However, the study primarily examined patterns of social-media use, perceptions and factors influencing use rather than establishing the broader effect of social-media-based health information on actual health-seeking behaviour. This creates a need for further investigation into what students actually do after encountering health information on social-media platforms.

Against this background, the present study examines the Effect of Social Media-Based Health Information on Health-Seeking Behaviour among Undergraduate Students in Selected Nigerian Universities. The study is concerned not merely with whether students access health information through social media but with whether such information influences their decisions to seek professional healthcare, delay care, engage in self-treatment, seek additional information or adopt preventive health practices.

1.2 Statement of the Problem

Health-seeking behaviour is an important determinant of individual and public health because the timing and nature of a person’s response to symptoms or perceived health needs can influence the outcome of illness. Appropriate health-seeking behaviour can facilitate early diagnosis, timely treatment and disease prevention, whereas delayed professional care, inappropriate self-treatment or reliance on unreliable health information may contribute to complications. Undergraduate students are particularly important in this regard because they are increasingly independent in making decisions about their health while simultaneously being highly connected to digital information environments.

The major problem is that social media has become an increasingly important source of health information for undergraduate students, yet not all information disseminated through these platforms is reliable. Students may encounter evidence-based information from healthcare professionals and recognised health organisations alongside misinformation, personal opinions, commercial advertisements, unverified remedies and misleading claims. Moorhead et al. (2013) identified concerns about the quality, reliability, confidentiality and privacy of social-media health information, despite recognising its substantial potential for improving access and communication.

This problem is particularly concerning because social-media information may influence actual health decisions. A student who encounters information about symptoms may decide to seek medical attention, but may also decide that professional care is unnecessary. Similarly, information about medications, herbal remedies or home treatments may encourage self-treatment. Research on social-network-based health-information seeking has demonstrated that the boundary between seeking information and making decisions about self-treatment can become blurred, with trust in social-media health information emerging as an important factor.

The problem is further complicated by the credibility of online sources. Students may not always possess sufficient knowledge to determine whether a social-media account is operated by a qualified health professional or whether a health claim is supported by scientific evidence. Goodyear et al. (2022) found that young adults sometimes judged the trustworthiness of health information according to the perceived credibility of the person presenting it. Consequently, a popular influencer may exert considerable influence even when the information being presented is not adequately supported by evidence.

Another dimension of the problem is the prevalence of health misinformation. Social-media algorithms can amplify content that attracts attention, and health-related misinformation may spread rapidly because it is emotionally engaging or controversial. Li and Ye (2025), in a systematic review of 39 studies, found that influencers and algorithm-driven content can amplify unverified wellness claims and recommended media literacy and other interventions to strengthen users’ resilience to misinformation. For undergraduate students who frequently use social media, repeated exposure to such information could influence their understanding of disease, treatment and health risks.

The problem is not limited to misinformation alone. Even accurate health information may be misinterpreted or applied inappropriately. A health message designed for the general population may not necessarily be appropriate for an individual with a specific medical condition. Students may therefore use general social-media information to make personal health decisions without considering the need for professional diagnosis or individualised advice.

There is also concern that social media may encourage students to substitute online information for professional healthcare. The convenience of social media means that students can obtain answers without leaving their residence or campus. This may be attractive when students are busy, financially constrained or concerned about the perceived inconvenience of healthcare facilities. However, when online information replaces rather than complements professional care, there is a risk of delayed diagnosis and inappropriate treatment.

At the same time, it would be inappropriate to assume that social-media health information is entirely harmful. Evidence suggests that social media can improve access to health information, provide peer support and facilitate communication with health professionals and health organisations. Moorhead et al. (2013) identified increased accessibility, greater interaction and social support among the benefits of social media for health communication. A recent Nigerian study by Oni et al. (2025) also found that undergraduate students generally had positive perceptions of social media as a source of health information despite concerns about misleading content.

The central problem is therefore the uncertainty regarding the direction and magnitude of the effect of social-media-based health information on students’ health-seeking behaviour. It is unclear whether exposure to health information through social media encourages undergraduate students to seek appropriate professional care or whether it encourages self-treatment, delayed healthcare utilisation or reliance on informal sources.

This problem is especially significant in Nigeria because undergraduate students constitute a large and increasingly digitally connected population. The recent study by Oni et al. (2025) found that 96.3% of surveyed Nigerian undergraduates used social media for health-education information. The study also found that nutrition, symptoms of health problems and fitness were among the most commonly accessed health topics, while a considerable proportion of students acknowledged the presence of misleading information. These findings demonstrate that social media has already become part of the health-information environment of Nigerian undergraduates.

However, evidence of social-media use for health information does not automatically establish its effect on health-seeking behaviour. Students may use social media extensively without necessarily acting on the information they encounter. Some may verify information with healthcare professionals, while others may rely on friends, pharmacists, traditional remedies or self-treatment. There is therefore a need to move beyond measuring social-media usage and examine its relationship with actual health-seeking decisions.

A further problem is the limited Nigerian literature directly connecting social-media-based health information to health-seeking behaviour among undergraduates across university settings. Existing research has addressed online health information-seeking, social-media use and health communication, while reviews have examined healthcare-seeking behaviour among college students. However, the specific pathway from social-media health information → interpretation/trust → health decision → healthcare-seeking behaviour requires greater empirical attention in Nigerian universities.

The lack of such evidence creates challenges for university health services and public-health practitioners. If students are using social media to make health decisions, university health centres need to understand the nature of information students are receiving and the extent to which it affects their decisions to seek care. Without such knowledge, health-promotion programmes may fail to address the information channels through which students increasingly encounter health messages.

The problem also has implications for health education. Traditional health-education approaches that depend mainly on lectures, posters, brochures and face-to-face communication may not adequately reach students who increasingly obtain information through digital platforms. If social media significantly influences students’ health-seeking behaviour, universities and public-health agencies may need to develop credible social-media-based health communication strategies that meet students where they already obtain information.

Conversely, if social media is found to encourage inappropriate self-treatment or delayed professional care, interventions will need to emphasise digital health literacy, source verification, misinformation detection and the importance of consulting qualified healthcare professionals. Li et al. (2020) demonstrated that trustworthiness and usefulness are major determinants of online health-information seeking, suggesting that improving the credibility and quality of available information could influence information-seeking behaviour.

The problem is therefore both behavioural and informational. It concerns what students encounter on social media, how they interpret the information, whether they trust it, and what they subsequently do when faced with a health concern. Understanding this relationship is important because health information can influence decisions that have direct consequences for individual wellbeing.

Therefore, the present study seeks to address the empirical gap by examining the effect of social media-based health information on health-seeking behaviour among undergraduate students in selected Nigerian universities. Specifically, the study will examine the extent to which students obtain health information through social media, the types of health information they access, the level of trust they place in such information, and how exposure to social-media health information influences their decisions concerning professional healthcare utilisation, self-treatment and other health-seeking practices.

1.3 Aim of the Study

The main aim of this study is to examine the effect of social media-based health information on health-seeking behaviour among undergraduate students in selected Nigerian universities.

The specific objectives are to:

1. determine the extent to which undergraduate students access health information through social media in selected Nigerian universities;
2. identify the major types of health information accessed by undergraduate students through social media;
3. examine the level of trust undergraduate students place in health information obtained through social media;
4. determine the health-seeking behaviours commonly adopted by undergraduate students after obtaining health information through social media.

1.4 Research Questions

The following research questions will guide the study:

1. To what extent do undergraduate students access health information through social media in selected Nigerian universities?
2. What types of health information do undergraduate students commonly access through social media?
3. To what extent do undergraduate students trust health information obtained through social media?
4. What health-seeking behaviours are commonly adopted by undergraduate students after obtaining health information through social media?

1.5 Research Hypothesis

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

H₀: There is no significant relationship between exposure to social media-based health information and health-seeking behaviour among undergraduate students in selected Nigerian universities.

1.6 Significance of the Study

The study will be significant to undergraduate students because it will increase awareness of the benefits and risks associated with obtaining health information from social-media platforms. The findings may encourage students to critically assess online health information and verify questionable information with qualified healthcare professionals before making health-related decisions.

The study will be useful to university health centres and healthcare professionals because it will provide information on the extent to which social media influences students’ healthcare decisions. Health professionals may use the findings to design targeted digital health communication programmes addressing common misconceptions and promoting timely healthcare utilisation.

The study will benefit public-health practitioners by providing evidence concerning the role of social media in health promotion and health-seeking behaviour. The findings may help public-health professionals develop social-media interventions that provide credible information on disease prevention, nutrition, mental health, sexual and reproductive health, and other issues relevant to young adults.

The study will also be useful to university administrators. University authorities may use the findings to strengthen campus health-promotion activities, digital health-literacy programmes and communication strategies. Universities may also use social-media platforms to disseminate verified health information to students.

The study will be relevant to government agencies and policymakers, particularly institutions responsible for health promotion, disease prevention and youth health. Evidence from the study may support the development of policies and interventions that recognise social media as an important component of the contemporary health-information environment.

The study will benefit health educators and communication specialists by demonstrating the types of information and social-media channels through which undergraduate students obtain health information. This may assist in designing health messages that are accessible, credible and relevant to young people.

Finally, the study will contribute to academic literature and future research on digital health, social media, health-information seeking and healthcare utilisation in Nigeria. It may provide a foundation for future studies examining specific health areas such as mental health, sexual health, nutrition, infectious diseases, substance use and non-communicable diseases.

1.7 Scope of the Study

The study focuses on the effect of social media-based health information on health-seeking behaviour among undergraduate students in selected Nigerian universities.

The independent variable is social media-based health information, which will be examined in terms of students’ exposure to health information, frequency of access, types of information accessed, preferred platforms, perceived credibility and trust in the information.

The dependent variable is health-seeking behaviour, which will be considered in terms of seeking professional medical care, visiting healthcare facilities, consulting healthcare professionals, seeking additional health information, self-treatment/self-medication and delaying or avoiding professional healthcare.

The study is geographically limited to selected universities in Nigeria and focuses specifically on undergraduate students. It does not cover postgraduate students or the general Nigerian population.

1.8 Operational Definition of Terms

Health Information: Information concerning health promotion, disease prevention, symptoms, diagnosis, treatment, nutrition, physical activity, mental health, sexual health, medication and general wellbeing.

Social Media: Internet-based platforms that enable users to create, share, receive and interact with information and other users, including WhatsApp, Facebook, Instagram, YouTube, TikTok and X.

Social Media-Based Health Information: Health-related information accessed, received, shared or discussed through social-media platforms.

Health-Seeking Behaviour: The actions undertaken by an individual in response to perceived health needs or illness, including seeking professional healthcare, consulting health workers, obtaining medication, self-treatment, searching for additional information and delaying or avoiding healthcare.

Undergraduate Students: Students enrolled in first-degree or equivalent undergraduate programmes in the selected Nigerian universities.

Professional Healthcare: Healthcare services provided by qualified and recognised healthcare professionals, including doctors, nurses, pharmacists, medical laboratory scientists and other licensed health practitioners.

Self-Treatment: The use of medicines, home remedies or other health practices by an individual to manage a perceived health problem without obtaining appropriate professional medical assessment.

Health Information-Seeking Behaviour: The process through which individuals actively search for, obtain, evaluate and use information to understand or make decisions about health.

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

Digital Health Literacy: The ability to locate, understand, evaluate and appropriately use health information obtained through digital technologies.

Perceived Credibility: The extent to which an undergraduate student considers health information obtained from social media to be accurate, trustworthy, reliable and authoritative.

Project – Effect of Social Media-Based Health Information on Health-Seeking Behaviour among Undergraduate Students in Selected Nigerian Universities