Influence of Perceived Risks on COVID-19 Preventive Message Adoption on Social Media

Abstract: Studies have established links between social media and the prevalence of COVID-19 in Nigeria, but there is little evidence of factors influencing social media users to adopt preventive measures during the pandemic in Nigeria. Thus, this study analysed factors that influence the adoption of COVID-19 preventive messages using the Health Belief Model (HBM). In the context of this study, perceived risks and cues to action are two constructs of the model used to predict preventive health behaviours of social media users. It adopted a survey method, with one hundred and twenty-two respondents recruited through snowball sampling. The participants were drawn across social media (WhatsApp) platforms that allow health-related posts and comments among members. Data, which was collected through a questionnaire, was analysed using descriptive and inferential statistics such as percentage and multiple regression, which was tested at a 0.05 level of significance. The results showed that perceived risks including emotionality (β=.111, R2=.012, p=.001), mental intangibility (β=.081, R2=.117, p=.000), privacy risk (β=.143, R2=.223, p=.002) and social risk (β=.183, R2=.413, p=.000) had significant and direct influence on the adoption of COVID-19 preventive messages on social media. The study, therefore, concluded that motivations for adopting COVID-19 preventive information on social media depend on respondents' perceptions of the nature and degree of risks involved. The study recommended that further studies consider the influence of other factors, such as social trust, source credibility and punitive measures on adopting COVID-19 preventive messages.

Keywords: Health Belief Model (HBM), COVID-19, Health Message Adoption, Social Media

Published: June 2024

Issue: Vol 1 (3) 2024: PLASU JOURNAL OF COMMUNICATION STUDIES