EXPOSURE TO SOCIAL MEDIA CAMPAIGNS ON IN VITRO FERTILIZATION (IVF) AMONG FEMALE’S IN UYO METROPOLIS

ABSTRACT This study investigates the Exposure to Social Media Campaigns on In Vitro Fertilization (IVF) among women in Uyo Metropolis, Akwa Ibom State, Nigeria. The objectives of this study were to assess the extent to which women in Uyo metropolis are exposed to campaigns on IVF on Facebook, Instagram and Twitter, the level of influence on their perceptions and decision-making regarding fertility treatments as well as key challenges that women in Uyo metropolis face in adopting IVF regarding fertility treatments. Health belief model, theory of planned actions and the diffusion of innovations theory formed the theoretical framework for this study. The population consisted of 265,278 women in Uyo Metropolis. The sample size was calculated using Taro Yamane's formula, resulting in approximately 400 women. The study adopted multistage sampling technique. Findings reveals that women in Uyo Metropolis are significantly exposed to IVF campaigns on social media. Facebook and Instagram were the most common platforms of exposure to these campaigns while Instagram was the least. The study shows that women in Uyo were frequently exposed to IVF campaigns. The primary challenge women in Uyo face in adopting IVF is financial constraints, with the cost of IVF as the most significant barrier. The study recommends that health organisations and fertility clinics should intensify their use of social media to disseminate accurate, accessible information on IVF, particularly emphasizing its benefits and success rates. It advocates for the development of financial support programs to make IVF more affordable and the launching of educational campaigns to correct myths and misconceptions surrounding the treatment. These efforts are crucial in enhancing awareness, improving accessibility, and empowering women to make informed decisions about their reproductive health.