Original Article

Cross-cultural dynamics: Social media and health information seeking behaviour among young adults in Cameroon

Introduction

The internet has become a crucial source for knowledge acquisition and sharing, particularly in health information.¹ It offers anonymity, reduces inequality, and eliminates distance barriers.² In China, 68.8% of smartphone and 76.3% of computer users search for health information online.³ Social media has also opened new opportunities for matching individuals with health issues or patient support groups.^2,4

The rise in internet access and smartphone penetration has significantly increased social media usage among Cameroonians, particularly youths. By early 2023, Cameroon had 12.89 million internet users (45.6% penetration), 3.90 million active social media users (13.8% of the population), and 23.92 million active mobile phone connections (84.6% of the population).⁵ Popular platforms include Facebook, TikTok, Instagram, and WhatsApp. Social media serves diverse purposes, including communication, information exchange, entertainment, and business. However, challenges such as misinformation, privacy concerns, and sporadic internet outages highlight the complexities of social media use in the country.⁵

Social media use is linked to social engagement, professional growth, self-expression, social standing, and fulfilling informational or emotional needs.⁶ Increasing public health awareness has led to a rise in using social media for finding and sharing health information.² Audiovisual tools on these platforms help individuals with low health literacy better understand content.⁷ To make informed health decisions, people require the skills to access, comprehend, evaluate, and apply health information effectively.⁸ Social media has democratized access to health-related knowledge, previously exclusive to healthcare professionals.⁹ User-generated content enables individuals to share experiences, empowering patients in healthcare decisions and promoting active participation in their care.¹⁰

Approximately 40% of social media users seeking health information also share their health experiences online.³ Social media positively influences health-related behaviors, as shown in earlier research.^11,12 According to the health literacy skills framework, factors like age and demographics moderate health literacy development, while mediators such as knowledge and patient-provider communication influence its effects on health outcomes.^13-15

Self-efficacy, defined as the ability to positively influence one’s health, plays a crucial role in shaping health-related behavioral intentions. Studies show that self-efficacy mediates the relationship between health literacy and health behaviors. Higher self-efficacy correlates with increased engagement in health-related topics, as supported by the social-cognitive hypothesis.^16-19 Prior research, including studies in China, confirms a link between social media usage and the adoption of healthy behaviors, highlighting the interplay between media consumption, self-efficacy, and behavioral intentions. Past experiences with seeking health information online further shape these dynamics.^20-23

Cameroon’s diverse cultural landscape often described as “Africa in miniature, including over 250 ethnic groups and linguistic communities, influences health information interactions on social media. Traditional beliefs, digital literacy, internet connectivity, and misinformation contribute to cross-cultural differences in health information perception and utilization, necessitating effective, culturally tailored health communication strategies.

The present study

The impact of social media on health in Cameroon is underexplored, but its influence on young adults’ information consumption and behavior is crucial. Understanding cultural nuances can inform the development of culturally tailored health interventions and communication strategies.

Methods

Participants and recruitment

The study targeted Cameroonian youth aged 18–35, recognising this demographic as the most active on social media and likely to seek health information online. A total of 151 participants, representing diverse cultural and educational backgrounds, took part in the survey.

Survey design and distribution

A Google Forms-created online survey was conducted between October 2023 and June 2024, distributed via WhatsApp and LinkedIn, and in both English and French to ensure inclusivity and maximize participation among the target population in Cameroon.

Participation and inclusion criteria

The survey was voluntary, involving Cameroonian nationals aged 18-35 with proficiency in English or French, with no financial or material incentives, and excluded non-Cameroonian youth or non-fluent speakers.

Measures (Questionnaire)

The study used an online questionnaire to assess social media usage, health information-seeking behavior, cross-cultural perspectives, and digital literacy among Cameroonian youth aged 18-35, distributed via WhatsApp and LinkedIn.

Key constructs and measurement items

Social media usage

Participants reported their most frequently used social media platforms (e.g., WhatsApp, Facebook, Instagram) and the average duration of daily usage (e.g., less than 1 hour, 1–2 hours, or more than 5 hours).

Health information-seeking behavior

Frequency of online health information searches was assessed (daily, weekly, rarely, or never). Participants specified sought topics such as infectious diseases, reproductive health, fitness, and nutrition. Self-reported confidence in discerning reliable health information on social media was also recorded.

Cross-cultural perspectives

The questionnaire explored cultural influences on health information-seeking, focusing on traditional beliefs, religious values, cultural stigma, and trust factors, including the role of cultural values, religious alignment, and community endorsements in shaping the perceived reliability of health information.

Digital literacy

Participants rated their confidence in evaluating online health information reliability and noted whether they had received formal digital health literacy training.

Demographic variables: Collected demographic data included age, gender, education level, region of origin, and cultural background (Table 1).

Reliability and validity:The questionnaire’s reliability and validity were established through expert reviews. Experts evaluated the content’s relevance, clarity, and appropriateness to ensure it accurately reflected Cameroon’s cultural context and effectively captured the measured constructs.

Statistical analysis

The study used R software and Microsoft Power BI to analyze health information-seeking behavior and digital literacy among Cameroonian young adults. It analyzed demographic data, social media usage, and habits, and used linear regression to examine cultural background’s influence.

Results

Patterns of social media usage

At the time of the study, 105 participants (87.5%) used WhatsApp, making it the most popular social media platform among respondents, followed by Facebook (n = 84, 70%), TikTok (n = 54, 45%), LinkedIn (n = 49, 40.83%), Instagram (n = 30.83%), Snapchat (n = 35, 29.16%), and Twitter (n = 18, 15%) (Figure 1). Regarding daily social media usage, the majority of participants (61 individuals, 40.39%) reported spending more than five hours per day, while 20 participants (13.24%) spent precisely five hours, 19 participants (12.58%) spent four hours, and 26 participants (17.21%) spent three hours daily. A smaller proportion used social media for two hours (n = 18, 11.92%), one hour (n = 4, 2.64%), or less than one hour per day (n = 3, 1.98%) (Table 2). Additionally, 112 participants (74.17%) reported sharing health-related information on social media, while 39 participants (25.82%) indicated they had not shared any health-related content (Table 2).

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Figure 1.

Frequency of regular use across social media platforms

Figure 1.

Frequency of regular use across social media platforms

Impact of social media on health information-seeking behavior

The most frequently searched health topics on social media were infectious diseases (n = 76, 59.4%), sexual and reproductive health (n = 59, 46.1%), and exercise and fitness (n = 50, 39.1%), followed by infectious disease prevention (n = 46, 35.9%), chronic diseases (n = 44, 34.4%), first aid and emergency care (n = 43, 33.6%), and nutrition and diet (n = 43, 33.6%) (Figure 2). In terms of search frequency, the largest group of participants (n = 59, 39.07%) searched daily for health-related information, while 43 participants (28.47%) searched weekly, and 15 participants (9.93%) searched monthly. Additionally, 32 participants (21.19%) reported rarely searching for health-related information, and only 2 participants (1.32%) indicated never searching for such information (Table 3).

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Figure 2.

Most frequently searched health-related topics on social media

Figure 2.

Most frequently searched health-related topics on social media

Cross-cultural variations in health information perception

The most cited influence on health information-seeking behavior was an emphasis on traditional remedies (n = 59, 58.4%), followed by respect for elders (n = 32, 31.7%), cultural stigma (n = 29, 28.7%), and religious beliefs (n = 26, 25.7%) (Figure 3). Trust in social media health information was primarily influenced by cultural values (n = 61, 51.3%), religious alignment (n = 34, 28.6%), and cultural sensitivity (n = 22, 18.5%). Smaller groups highlighted community endorsements (n = 21, 17.6%), while 11 participants (9.2%) noted no cultural impact (Figure 4).

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Figure 3.

Cultural factors influencing health information-seeking behavior on social media

Figure 3.

Cultural factors influencing health information-seeking behavior on social media

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Figure 4.

Cultural factors influencing trust in health information on social media

Figure 4.

Cultural factors influencing trust in health information on social media

Digital literacy

Confidence in evaluating the reliability of health information on social media varied among participants: 41 (27.2%) were very confident, 50 (33.1%) somewhat confident, and 45 (29.8%) neutral, while smaller groups reported low confidence (8, 5.3%, somewhat not confident; 7, 4.6%, not confident). Only 24.5% had received formal training in digital health literacy, with 75.5% lacking such training (Table 4). The most endorsed strategies to enhance cultural inclusivity in health campaigns were community involvement in planning (54.0%), respectful representation of cultural practices (44.5%), and cultural tailoring of content (43.1%), followed by collaboration with local influencers (38.7%) and use of traditional communication channels (37.2%) (Figure 5).

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Figure 5.

Cultural factors influencing trust in health information on social media

Figure 5.

Cultural factors influencing trust in health information on social media

Cultural background had statistically significant impact on health information-seeking behavior, influencing participants’ tendency to share health information, search frequency, and confidence in evaluating reliability, though it did not affect the specific topics searched. It also significantly influenced digital literacy, particularly confidence in assessing information reliability and formal education in digital health literacy (Table 5). These findings underscore the role of cultural factors in shaping how Cameroonian youth seek, assess, and trust health information on social media, highlighting the importance of culturally tailored approaches in health communication and digital literacy initiatives.

Discussion

This study examines how cross-cultural factors, particularly involving social media, influence health information-seeking behavior among young adults in Cameroon. Social media platforms like Facebook and WhatsApp emerged as primary sources for health-related information, with cultural and religious values significantly shaping how individuals interpret and trust this information. These findings align with global research, such as studies in China, highlighting the critical role of digital literacy and cultural identity as moderators of health behaviors.²⁰ The results underscore the importance of culturally sensitive health communication strategies tailored to local values and beliefs to enhance health literacy and information-seeking behaviors.⁸

Digital literacy significantly impacts health information behavior, necessitating tailored educational initiatives to improve young adults’ online health content assessment, a challenge faced in low- and middle-income countries.¹⁷ Studies from both high- and low-resource contexts have repeated the need for better digital health literacy, which these gaps imply may enable people to make educated health decisions.^9,14

Furthermore, research has shown that social media can raise self-efficacy in health management by increasing online engagement with health content, which can boost confidence in making health-related decisions.¹⁶

The study reveals that social and cultural factors significantly influence self-efficacy in health management, with social media increasing confidence but also balancing traditional medicine values and community influence.²⁴ Additionally, participants in this study were hesitant to trust social media sources, contrasting with Western cultures where digital platforms are often seen as trustworthy sources of health information, and similar sociocultural areas where misinformation concerns lead to high distrust.¹⁰ Resolving these issues through culturally relevant and locally relevant health initiatives that use traditional knowledge systems or community influencers (Figure 6) may boost confidence in online health information and promote its use in decision-making.²²

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Figure 6.

Strategies for enhancing cultural inclusivity in health campaigns in Cameroon

Figure 6.

Strategies for enhancing cultural inclusivity in health campaigns in Cameroon

Strengths and limitations

The study explores the cross-cultural dynamics influencing health information-seeking behavior on social media among young adults in Cameroon. Its diverse sample adds to the limited research on social media usage and health literacy in Sub-Saharan Africa. The study’s culturally focused analysis allows for a nuanced understanding of local values and beliefs shaping digital health behaviors, enabling culturally tailored health communication strategies. However, the cross-sectional design and self-reported data may introduce biases.

Conclusion, Implications, and Future Directions

The study highlights that cultural factors significantly impact young adults’ digital literacy and health information-seeking activities in Cameroon. It suggests that incorporating culturally relevant strategies into social media health promotion efforts can improve their effectiveness and address informational bias, mistrust, and gaps in digital health literacy. Health initiatives can increase trust and engagement with online health information by involving local community leaders and promoting health messages consistent with traditional values. The implications are significant for policymakers, healthcare providers, and educators in culturally diverse regions. Future research should explore the effects of digital health literacy training, linguistic and cultural backgrounds, and longitudinal designs to create more inclusive health communication strategies.

Competing Interests

The authors declare that they have no competing interests.

Ethical Approval

The research adhered to ethical protocols, providing participants with clear information about the study’s purpose, confidentiality measures, and withdrawal rights. Consent was implied upon survey completion, ensuring anonymity, data protection, and privacy. All participants engaged in the research voluntarily and anonymously. Their data are stored in coded materials and databases without personal data.

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