ROLE OF SOCIAL MEDIA IN ENHANCING PUBLIC HEALTH AWARENESS: EXPLORING ENGAGEMENT, MISINFORMATION AND BEHAVIORAL CHANGE
Abstract
ABSTRACT
This research project investigates the role of social media in enhancing public health awareness among undergraduates of Joseph Ayo Babalola University (JABU), with particular attention to user engagement, the spread of misinformation, and the impact on health-related behavioral change. In today’s digital age, platforms such as Instagram, WhatsApp, Facebook, and X (formerly Twitter) have become prominent sources of health information for young adults. Understanding their influence on students’ health perceptions and decision-making is therefore essential. This study adopts a survey-based quantitative approach, collecting data from JABU undergraduates to assess their exposure to health-related content, the perceived credibility of such information, and its effects on their attitudes and behaviors. Findings reveal that while social media significantly enhances public health awareness and promotes positive behavioral change, it also serves as a conduit for misinformation, potentially leading to harmful health choices. The study emphasizes the need for improved digital health literacy and greater involvement of credible health institutions in online health communication. These insights are valuable for health educators, policymakers, and social media stakeholders aiming to optimize digital platforms for accurate and impactful public health messaging.
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