Project – The Influence of Social Media Health Information on Preventive Healthcare Behaviour among Young Adults: A Case Study of Selected Communities in Lagos State.

CHAPTER ONE

INTRODUCTION

Title: The Influence of Social Media Health Information on Preventive Healthcare Behaviour among Young Adults: A Case Study of Selected Communities in Lagos State

1.1 Background to the Study

Health information plays an important role in helping individuals understand health risks, make informed decisions and adopt behaviours that protect their well-being. Preventive healthcare refers to actions taken by individuals to prevent diseases, detect health conditions early and reduce the likelihood of complications. Such actions include regular medical check-ups, immunisation, screening for diseases, healthy eating, physical exercise, personal hygiene, safe sexual practices and seeking professional medical advice when necessary. Preventive healthcare is particularly important because many health conditions can be managed more effectively when risk factors are identified early and appropriate preventive measures are adopted. The World Health Organization (2023) emphasises that health promotion and disease prevention are essential to improving population health and reducing avoidable illness. Similarly, Nutbeam (2000) explains that health literacy enables individuals to access, understand and use health information in ways that promote and maintain good health. Therefore, access to accurate and understandable health information is an important factor in encouraging preventive healthcare behaviour among individuals, particularly young adults who are increasingly exposed to digital communication platforms.

The development of information and communication technologies has transformed how people obtain, interpret and share health-related information. Traditionally, individuals depended largely on healthcare professionals, hospitals, radio, television, newspapers and community health programmes for information about disease prevention and healthy living. However, the widespread use of internet-enabled mobile devices has expanded access to health information through social networking platforms such as Facebook, Instagram, TikTok, YouTube, WhatsApp and X. These platforms allow users to encounter health messages through videos, photographs, infographics, online discussions, personal experiences, live broadcasts and posts from health professionals and organisations. Jia, Pang, and Liu (2021), in their systematic review of online health information-seeking behaviour, found that online platforms have become increasingly important sources of health information, while factors such as education, accessibility, information quality and digital literacy influence how individuals search for and use such information. This development has created new opportunities for health education because information about nutrition, exercise, immunisation, disease screening and other preventive practices can reach large audiences quickly and interactively.

Social media is particularly relevant to young adults because this population frequently uses digital platforms for communication, entertainment, education, networking and information gathering. Young adults may encounter health information while browsing their social media accounts, following health organisations, watching medical professionals’ videos, participating in online communities or receiving health-related messages from friends and family. This exposure can influence their awareness of health risks and their attitudes towards preventive healthcare. For example, a social media post explaining the importance of routine medical examinations may encourage an individual to seek screening, while information about physical activity and balanced nutrition may motivate healthier lifestyle choices. Garofalo et al. (2022), in their evaluation of the iCARE Nigeria pilot intervention, demonstrated how social media outreach combined with peer navigation could promote HIV testing and linkage to healthcare among young men in Nigeria. Their findings provide evidence that social media can serve as a useful channel for reaching young populations with health information and connecting them to preventive health services. Nevertheless, exposure to health information does not automatically produce positive behaviour; individuals must understand, trust and consider the information relevant before translating it into action.

The influence of social media health information on preventive healthcare behaviour may operate through several mechanisms, including health awareness, perceived susceptibility to diseases, perceived seriousness of health conditions, perceived benefits of preventive action and confidence in the ability to adopt recommended practices. When young adults encounter credible information about the dangers of untreated infections, hypertension, diabetes or other health conditions, they may become more conscious of their personal health risks and more willing to seek preventive services. Social media can also provide reminders, demonstrations, personal testimonies and peer support that encourage individuals to maintain healthy routines. However, the effect of such information may differ according to the credibility of the source, the accuracy of the message, the educational background of the user and the individual’s ability to evaluate health claims. Jia et al. (2021) identified health literacy, accessibility, information reliability and users’ information-searching skills as important factors affecting online health information-seeking behaviour. These findings suggest that the influence of social media health information should be examined not only in terms of how frequently young adults encounter health messages but also in terms of how they interpret and apply the information to their daily healthcare decisions.

Despite the benefits of social media as a health communication channel, the circulation of misleading, incomplete and unverified health information presents a serious challenge. Social media allows individuals without professional medical qualifications to publish health advice, promote untested remedies, advertise health products and share personal experiences as though they were scientifically established facts. Some users may also circulate exaggerated claims about diseases, vaccines, medications, nutrition and preventive treatments. Such information can create confusion, encourage inappropriate self-medication, delay professional consultation and discourage individuals from adopting evidence-based preventive practices. The World Health Organization (2024) describes an infodemic as an excessive amount of information, including false or misleading information, that can cause confusion, encourage harmful risk-taking behaviour and undermine trust in health authorities. Similarly, Jia et al. (2021) identified misinformation and the low reliability of some online health content as barriers to effective online health information-seeking. Consequently, social media may encourage preventive healthcare behaviour when information is accurate and credible, but it may also produce harmful outcomes when users rely on misleading content or lack the skills required to assess the quality of health information.

In Nigeria, the use of social media for accessing and sharing healthcare information has become increasingly relevant, particularly in urban communities where mobile internet access and digital communication are part of everyday life. Social media platforms provide opportunities for health institutions, medical professionals, non-governmental organisations and public health advocates to disseminate information on immunisation, maternal health, infectious diseases, nutrition, personal hygiene and other preventive healthcare issues. A study by Odiboh, Omokiti, Ekanem, and Oyedepo (2022), which examined patients in three suburban primary healthcare centres in Yaba, Lagos State, found that respondents used social media to seek information on health-related issues, including common cold, tiredness and hypertension. The study also identified misinformation as a major concern associated with obtaining healthcare information through social media. More recently, Aleshinloye and Mogbogu (2026) investigated the determinants of seeking and sharing medical health tips among young people in Lagos State. Their survey of 229 digitally active young people aged 18–33 found that health and well-being, information credibility and convenience were important motivations for seeking medical health tips through new media platforms. These studies demonstrate the growing importance of social media in health communication within Lagos State, while also highlighting the need to examine whether information accessed through these platforms translates into actual preventive healthcare practices among young adults.

Lagos State provides a relevant setting for examining this relationship because of its large and diverse population, extensive urban and suburban communities, active digital environment and varied access to healthcare services. Young adults in different communities may encounter health information from social media influencers, healthcare professionals, government agencies, private hospitals, online health communities and personal contacts. However, their ability to apply such information may be influenced by educational background, income, access to healthcare facilities, cultural beliefs, trust in online sources, internet accessibility and the availability of preventive health services. Although existing research in Lagos has examined social media use for healthcare information and the motivations for seeking and sharing medical tips, there remains a need to focus specifically on the relationship between social media health information and preventive healthcare behaviour among young adults in selected communities. In particular, it is important to establish the types of preventive health information they encounter, the credibility they attach to such information, the extent to which it influences their health decisions and the challenges that prevent them from adopting recommended practices. This study therefore examines the influence of social media health information on preventive healthcare behaviour among young adults, using selected communities in Lagos State as its case study.

1.2 Statement of the Problem

The increasing use of social media has created new opportunities for young adults to access information about disease prevention, healthy lifestyles and available healthcare services. Through platforms such as Facebook, Instagram, TikTok, YouTube, WhatsApp and X, young adults can receive information about immunisation, disease screening, nutrition, physical exercise, personal hygiene, sexual health and routine medical examinations. Ideally, exposure to accurate health information should improve awareness, encourage responsible health decisions and promote preventive healthcare practices. However, the availability of health information on social media does not necessarily mean that users understand or apply it correctly. Some young adults may frequently encounter health-related posts without changing their healthcare habits, while others may depend on online advice instead of seeking appropriate professional guidance. Nutbeam (2000) argues that access to information alone is insufficient unless individuals possess the knowledge and skills required to understand and use it effectively. The problem, therefore, is whether social media health information is genuinely influencing preventive healthcare behaviour among young adults or merely increasing their exposure to health-related content.

Another major problem is the credibility and accuracy of health information circulated through social media. Unlike information provided through regulated healthcare channels, social media content may be published by individuals whose medical qualifications and sources of information are difficult to establish. Misleading claims about vaccines, medications, herbal remedies, disease symptoms and preventive treatments may circulate widely, sometimes attracting more attention than evidence-based health messages. The World Health Organization (2024) warns that misinformation can create confusion, undermine public trust and encourage behaviours that may harm health. Odiboh et al. (2022), in their study of patients attending suburban primary healthcare centres in Lagos, also identified misinformation as a major risk associated with using social media to obtain healthcare information. This creates uncertainty about the quality of health information young adults receive and whether they have the digital and health literacy skills required to distinguish reliable medical guidance from misleading claims. Consequently, the influence of social media health information may be positive or negative depending on the credibility of the content and the ability of users to evaluate it.

Furthermore, the adoption of preventive healthcare practices may be affected by factors beyond exposure to social media information. Even when young adults receive accurate information about the importance of medical screening, immunisation, healthy nutrition, physical exercise and routine check-ups, they may fail to adopt these practices because of financial limitations, inadequate healthcare facilities, fear of diagnosis, cultural beliefs, lack of time, low perceived risk or distrust of healthcare providers. Some may consider themselves too young to develop certain health conditions and therefore pay little attention to preventive care. Others may be influenced by online personalities, friends or unverified health communities rather than qualified health professionals. Although Garofalo et al. (2022) demonstrated that a social media-based intervention could improve HIV testing and linkage to care among young men in Nigeria, the effectiveness of such interventions may depend on the design of the health messages, the availability of services and the support provided to participants. This indicates that the relationship between social media health information and preventive healthcare behaviour is influenced by several individual, social and institutional factors that require investigation.

The central problem addressed by this study is the limited understanding of the extent to which social media health information influences the preventive healthcare behaviour of young adults in selected communities in Lagos State. Although studies have established that residents and young people in Lagos use social media to obtain and share healthcare information, there remains a need to determine whether such exposure leads to improved preventive practices, how the credibility and nature of health messages influence behaviour, and what barriers prevent young adults from acting on the information they receive. The 2022 study by Odiboh et al. focused on patients’ perceptions of healthcare information on social media, while Aleshinloye and Mogbogu (2026) examined the determinants of seeking and sharing medical health tips among young people in Lagos State. These studies provide useful evidence on online health information engagement, but they do not fully address the relationship between social media health information and specific preventive healthcare behaviours among young adults in selected communities. This study therefore seeks to address this gap by examining the types of health information young adults encounter, the influence of such information on their preventive healthcare decisions, the role of information credibility and the challenges affecting the adoption of preventive practices.

1.3 Objectives of the Study

The main objective of this study is to examine the influence of social media health information on preventive healthcare behaviour among young adults in selected communities in Lagos State.

The specific objectives are to:

1. Examine the major sources and types of preventive healthcare information accessed by young adults through social media in the selected communities.

2. Assess the extent to which social media health information influences the adoption of preventive healthcare practices among young adults in the study area.

3. Examine the influence of the credibility and reliability of social media health information on the preventive healthcare decisions of young adults.

4. Identify the challenges limiting the effective use of social media health information for preventive healthcare behaviour among young adults in the study area.

1.4 Research Questions

The following research questions will guide the study:

1. What are the major sources and types of preventive healthcare information accessed by young adults through social media in the selected communities?

2. To what extent does social media health information influence the adoption of preventive healthcare practices among young adults in the study area?

3. How does the credibility and reliability of social media health information influence the preventive healthcare decisions of young adults?

4. What are the challenges limiting the effective use of social media health information for preventive healthcare behaviour among young adults in the study area?

1.5 Research Hypothesis

The following null hypothesis will be tested:

H₀: There is no significant relationship between exposure to social media health information and preventive healthcare behaviour among young adults in selected communities in Lagos State.

1.6 Significance of the Study

The findings of this study will be significant to the following groups:

Young Adults: The study will help young adults understand the importance of accessing accurate health information and applying reliable information to their daily healthcare decisions. It will encourage them to evaluate the credibility of health messages before acting on them and promote preventive practices such as regular medical check-ups, immunisation, disease screening, healthy eating, physical exercise and personal hygiene.

Healthcare Professionals: The study will provide useful information to doctors, nurses, pharmacists, public health practitioners and other healthcare professionals on how young adults obtain and interpret health information through social media. The findings may encourage healthcare professionals to become more active in digital health communication by providing accurate, understandable and evidence-based information through platforms commonly used by young people.

Government and Public Health Agencies: The study will assist government authorities and public health agencies in understanding the opportunities and risks associated with using social media for health promotion. Its findings may guide the development of digital health education campaigns, misinformation-control strategies and preventive healthcare programmes targeted at young adults.

Social Media Organisations and Digital Health Communicators: The study will provide insights into the types of health information that attract young adults and the factors that influence their trust in online health messages. It may encourage social media organisations, health influencers and digital communicators to promote responsible health communication, improve content credibility and discourage the circulation of misleading medical information.

Healthcare Institutions: Hospitals, primary healthcare centres and private medical facilities may benefit from the findings by identifying ways to use social media to improve public awareness of preventive healthcare services. The study may encourage healthcare institutions to communicate information about immunisation, screening, routine check-ups and other preventive services more effectively.

Non-Governmental Organisations and Health Advocacy Groups: Organisations involved in health education, disease prevention and community development may use the findings to design targeted health awareness campaigns for young adults. The study may also help them identify barriers to preventive healthcare behaviour and develop communication strategies that address the specific needs of young people.

Researchers and Students: The study will contribute to academic literature on social media communication, health information, health literacy and preventive healthcare behaviour. It will serve as reference material for students and researchers interested in digital health communication and public health, while providing a foundation for further research on social media and healthcare behaviour in Nigeria.

1.7 Scope of the Study

The study focuses on the influence of social media health information on preventive healthcare behaviour among young adults in selected communities in Lagos State.

Geographical Scope: The study will be conducted in selected communities in Lagos State, Nigeria. The selected communities will serve as the geographical areas from which respondents will be drawn.

Content Scope: The study examines the major sources and types of health information accessed through social media, the influence of such information on preventive healthcare practices, the credibility and reliability of online health messages, and the challenges affecting the use of social media health information for preventive healthcare decisions.

Population Scope: The study focuses on young adults aged 18–35 years who reside in the selected communities and use social media platforms. This age range is adopted as the operational definition for the study to ensure a clear and consistent population boundary.

Preventive Healthcare Scope: Preventive healthcare behaviour in this study includes activities such as routine medical check-ups, immunisation, disease screening, healthy eating, physical exercise, personal hygiene, safe sexual practices and seeking professional healthcare advice when necessary.

1.8 Operational Definition of Terms

Social Media: Internet-based platforms and applications that allow users to create, access, share and interact with information and content. Examples include Facebook, Instagram, TikTok, YouTube, WhatsApp and X.

Health Information: Knowledge, messages, advice and educational content relating to diseases, health conditions, healthy lifestyles, medical services and healthcare practices.

Social Media Health Information: Health-related messages, videos, photographs, articles, infographics, discussions and advice accessed or shared through social media platforms.

Preventive Healthcare: Healthcare activities and practices aimed at preventing diseases, reducing health risks, detecting health conditions early and maintaining general well-being.

Preventive Healthcare Behaviour: The actions and decisions individuals take to protect their health and prevent diseases, including immunisation, screening, routine medical examinations, healthy eating, physical exercise and personal hygiene.

Young Adults: Individuals between the ages of 18 and 35 years who reside in the selected communities in Lagos State and fall within the population covered by this study.

Health Information Credibility: The extent to which health information is perceived to be accurate, trustworthy, reliable and supported by recognised medical knowledge or qualified healthcare professionals.

Health Literacy: The ability of individuals to access, understand, evaluate and apply health information when making decisions concerning their health.

Health Misinformation: False, inaccurate, misleading or unverified health-related information circulated through social media or other communication channels.

Health Awareness: The level of knowledge and understanding individuals possess concerning health conditions, disease prevention, healthcare services and healthy living.

Healthcare Decisions: Choices and actions taken by individuals concerning their health, including seeking medical advice, attending health screenings, receiving immunisation and adopting preventive practices.

Project – The Influence of Social Media Health Information on Preventive Healthcare Behaviour among Young Adults: A Case Study of Selected Communities in Lagos State.