Perceived Credibility of Health Information on Social Media among Users in Selected Cities in Central Nigeria

Abstract

The increasing use of social media for accessing health information has heightened concerns about the credibility of messages and the sources disseminating them. This study examined users’ perceptions of the credibility of health information on social media in Abuja, Lafia and Makurdi. Anchored in Source Credibility Theory, the study adopted a descriptive quantitative survey design. Data were collected through an online questionnaire administered using purposive and snowball sampling, yielding 469 valid responses. The data were analysed using frequencies and percentages. Findings revealed mixed perceptions of message credibility: although 66.1% of respondents considered health information apparently accurate and equally many regarded it as clear, only 31.8% considered it sufficiently complete, while 39.9% perceived it as supported by evidence. Similarly, 44.8% considered the messages trustworthy, while 42.2% regarded them as objective. Regarding source credibility, no attribute received endorsement from a majority of respondents. Goodwill (48.2%) and expertise (48.0%) received relatively favourable assessments, whereas professional qualifications (40.5%) and transparency (42.2%) attracted lower endorsement. The study concludes that clarity and apparent accuracy alone may not be sufficient to establish confidence in health information shared on social media. It recommends that health professionals and organisations provide complete, evidence-based information and clearly disclose their professional credentials to strengthen perceived credibility and public trust.