Perception of Social Media Credibility and Health Information seeking Behaviour: A Cross-Sectional Online Survey of Youths in South West Nigeria

Abstract

There is a growing need to understand the credibility of social media especially in relation to users’ health information seeking behaviour. The social media provide unprecedented level of information on diverse matters, including health, to the youths since they have difficulties accessing traditional health services. This study, therefore, investigated the relationship between perception of social media credibility and health information seeking behaviour among youths in South West Nigeria. The study was anchored on source credibility theory, while adopting a cross-sectional survey and focus group discussion (FGD) as research designs. Non-probability convenient, purposive and snow ball sampling procedures were used in selecting(n=407) respondents who participated in the survey and (n=48) discussants who took part in the FGD. Results revealed that respondents are very active in their search for health information on social media. Results also showed that there is a significant relationship between perception of social media and health information seeking behaviour among youths in South West Nigeria. It is also recommended that relevant government regulatory agencies should develop clear policy frameworks and guidelines that will ensure that both governmental and non-governmental health organizations/institutions leverage on the potentials of social media in their provision of medicare. These are expected to enhance robust medical coverage with better health outcomes for all patients, especially the youths.

Keywords: Social media, credibility of social media, youths, health information seeking behaviour, South West Nigeria, perception