PERCEIVED INFLUENCE OF SOCIAL MEDIA ON HEALTH PROMOTION OUTCOMES AMONG UNDERGRADUATE STUDENTS IN NNAMDI AZIKWE UNIVERSITY, AWKA

Abstract

The research work examined the perceived influence of social media on health promotion 
outcomes among undergraduate students in Nnamdi Azikiwe University Awka. Social media 
platforms have become essential tools for disseminating health information, raising awareness, 
and promoting healthy behaviors among youth. However, there is limited research on how 
undergraduate students engage with these platforms for health purposes. The study assessed the 
level of social media usage, the health topics explored, and the factors influencing students’ 
adoption and usage of social media for health promotion outcomes. Guided by four research 
questions, the study employed a descriptive survey research design. A sample of 200 
undergraduate students was randomly selected from a population of 25,000. Data were collected 
using a structured questionnaire titled “Undergraduates’ Social Media Habits and Health 
Promotion Outcomes,” rated on a four-point scale. The instrument yielded a reliability score of 
0.77, indicating strong internal consistency. The findings revealed low usage of social media for 
accessing health information but high levels of engagement with health-related topics and 
behaviours. Significant factors influencing social media adoption for health promotion were 
identified, though actual utilization for achieving tangible health promotion outcomes remained 
low. Based on these findings, the study recommends targeted social media campaigns that 
promote credible health information. It suggests leveraging social environments by establishing 
peer-led health groups on platforms such as Facebook, WhatsApp, Instagram, YouTube, and 
Twitter to encourage healthier lifestyles. Additionally, workshops and online courses on 
effectively using social media for health promotion are advised. This research underscores the 
critical need to enhance health communication strategies and ensure access to credible health 
sources through social media.