Digital Health Communication Campaigns and Health Beliefs among Students of Tertiary Institutions in Akwa Ibom State, Nigeria
DOI:
https://doi.org/10.64229/6kwycg94Keywords:
Cyberspace, Health Promotion, Youth Perception/Behaviour, Survey Research, South Eastern NigeriaAbstract
This study sought to findout how digital health campaigns influence the health beliefs of students in tertiary institutions in Akwa Ibom State. The study examined the extent to which students were exposed to digital health campaigns and whether they observe the health advisory provided. The two theories used were the Social Cognitive Theory and the Health Belief Model. A cross-sectional survey design was employed. The population of the study consisted of 55, 849 male and female undergraduates from three tertiary institutions in Akwa Ibom State. The sample size for this study was determined using Krejcie and Morgan's formula, with a final sample size of 381. Also, six students from biomedical and digital health communication disciplines participated in the in-depth interview. Data were collected through the questionnaire and interviews. The findings showed that while students actively discussed digital health content and became more aware of health risks, their actual adoption of recommended health behaviours was low (WMS = 2.91). The actual behaviour change was also low (WMS = 2.24). Some students trusted health messages from reliable sources, but others were unsure due to personal beliefs, culture, or distractions from games and entertainment (WMS = 2.48). The study concluded that digital health campaigns increased awareness and promoted better choices, but their full impact was limited by certain challenges. It recommended that campaign creators should work with trusted health professionals and use clear, easy-to-understand messages. This would help build trust and make the health advice more useful and acceptable to students.
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