Knowledge, Attitude and Perception of Social Media in Influencing Malaria Vaccination Uptake in Nigeria

This study is necessitated to investigate role social media plays in influencing malaria vaccination uptake in Nigeria. This study is anchored on two major theoretical frameworks which are: Diffusion of Innovation Theory and Health Belief Model. Using these two theoretical frameworks, the study thoroughly evaluates a body of empirical studies and communication trends on social media with emphasis on how social media influences malaria vaccination uptake in Nigeria. Findings show limited awareness of malaria vaccines with even stakeholders of social media having no prior knowledge of its emergence. Moreover, social media was identified to be a source of misinformation and likewise an enabling agent for relevant health information spread, thereby shaping the attitudes and perceptions of the general public, coupled with their hesitance towards the use of malaria vaccines. Furthermore, findings show that the acceptance of malaria vaccines is largely influenced by the dissemination of credible health information on social media, whereas the spread of misinformation results in negative perception, consequent hesitancy in the use of malaria vaccines and a deepening in the overall trust people have on the vaccine programme. In conclusion, the study suggests that there should be credible and evidence-based information dissemination about malaria vaccines on the social media spaces which would lead to a massive malaria vaccination uptake in Nigeria. The study also recommends an intentional strengthening of digital health-related information dissemination, introduction of massive media literacy on health matters, and enhancing partnerships between social media stakeholders and public health institutions.