Determinants of Seeking and Altruistic Sharing of Medical Health Tips on New Media Platforms Among Young People in Lagos State
Year: 2026
Type: article
Study design: Observational Study
Abstract: The rapid diffusion of new media platforms transformed how young people accessed and circulated health information, particularly in urban contexts such as Lagos State, Nigeria. While digital platforms provided convenient and interactive channels for health communication, they also raised concerns regarding credibility, motivation, and the unregulated sharing of medical tips. Despite the growing relevance of digital health engagement, limited empirical research has examined the factors that shape both health information-seeking and altruistic-sharing behaviours among Nigerian youth. This study addressed this gap by investigating the determinants of seeking and sharing medical health tips on new media platforms among young people in Lagos State. Guided by the Health Belief Model (HBM) and the Uses and Gratifications Theory (UGT), the study explained how cognitive perceptions, motivations, and social gratifications influenced digital health engagement. A descriptive survey design was adopted, using a structured online questionnaire to collect data from 229 digitally active youths aged 18–33 years. Respondents were selected through purposive sampling, targeting individuals who used social media platforms actively and had previously sought or shared health information online. Data were analysed using descriptive statistics, including frequencies, percentages, means, and standard deviations. Findings indicated that young people in Lagos State had sought medical health tips on new media platforms frequently, and they were motivated primarily by interest in health and well-being, information credibility, and convenience. In contrast, the study found that sharing behaviour was driven predominantly by altruistic motivations, particularly the desire to help others, contribute to community well-being, and derive personal satisfaction. Also, the study revealed that social validation and recognition were less influential, suggesting that health-related sharing was largely community-oriented rather than ego-driven. The study concluded that young Lagosians were intentional and responsible digital health participants who used new media not only for personal benefit but also for collective well-being. It is recommended that health communication campaigns leverage altruistic motivations, collaborate with credible digital influencers, and strengthen digital health literacy to enhance effective, trustworthy health communication in Nigeria.
Authors: Oluwaseun Aleshinloye, Joy-Rita Mogbogu
Institution: University of Lagos
Language: English
Subfield: Health
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7160036300