Determinants of Seeking and Altruistic Sharing of Medical Health Tips on New Media Platforms Among Young People in Lagos State

Oluwaseun Aleshinloye; Joy-Rita Mogbogu

doi:doi:10.11648/j.ajhr.20261402.16

Research Article |

| Peer-Reviewed

Determinants of Seeking and Altruistic Sharing of Medical Health Tips on New Media Platforms Among Young People in Lagos State

Oluwaseun Aleshinloye^*

, Joy-Rita Mogbogu

Published in American Journal of Health Research (Volume 14, Issue 2)

Received: 28 December 2025 Accepted: 2 February 2026 Published: 25 April 2026

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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.

Published in	American Journal of Health Research (Volume 14, Issue 2)
DOI	10.11648/j.ajhr.20261402.16
Page(s)	111-123
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2026. Published by Science Publishing Group

Keywords

Digital Health Engagement, Altruistic Sharing, E-health Literacy, Social Media, Young Adults

1. Introduction

1.1. Background

The rapid transformation of the media landscape has redefined the way health information is accessed, shared, and utilised, particularly among young people. In the early 2000s, traditional media such as newspapers, magazines, radio, and television served as the primary channels for health education in Nigeria. These platforms provided verified and expert-driven health information through interviews, articles, and programs featuring medical professionals. The gatekeeping role of traditional media ensured that only credible and accurate information reached the public, thereby enhancing public trust and promoting informed health decisions

[17, 92]

. However, the emergence of new media platforms has fundamentally altered this paradigm. Social media channels such as Facebook, Instagram, TikTok, and Twitter now serve as major sources of health information, especially for young people who are active digital users. These platforms allow both qualified professionals and unverified individuals to disseminate health-related content, creating opportunities for widespread health education but also raising concerns about misinformation and credibility.

The growing reliance on new media for health information among young Nigerians is driven by several factors, including convenience, immediacy, interactivity, and access to diverse perspectives. According to the Uses and Gratifications Theory

[50]

, individuals actively seek media that fulfil specific needs, and in this case, young people turn to digital platforms for self-care tips, symptom reassurance, and peer validation

[16]

. Furthermore, the altruistic sharing of medical health tips, where individuals share health advice without expecting personal gain, has become increasingly common. Motivated by a desire to help others and gain social validation, young people frequently share health tips through posts, comments, and messages, reinforcing community engagement and peer learning

[12, 24]

Nonetheless, this digital transformation raises important questions about the credibility, motivations, and behavioural patterns underlying young people’s engagement with online health information. Unlike traditional media, new media lack formal editorial oversight, making it easier for inaccurate or misleading health content to proliferate. Therefore, understanding the determinants that influence young people to seek and altruistically share medical health tips on these platforms is crucial for designing effective health communication strategies.

1.2. Statement of the Problem

While new media platforms have democratized access to health information, they have also introduced significant challenges related to information accuracy, credibility, and motivation for information sharing. The increasing tendency of young people to seek and share medical health tips online highlights the need to understand the factors influencing these behaviours. Although convenience and interactivity drive engagement, there is limited understanding of how individual factors such as health literacy, self-efficacy, personal health beliefs, and perceived social norms shape these behaviours

[11, 28, 73].

Moreover, the role of social validation, manifested through likes, comments, and shares, remains underexplored in influencing altruistic sharing behaviours among young people on new media platforms

[12]

Furthermore, socio-demographic factors such as sexual orientation, gender, and socio-economic status may also affect how young people access, interpret, and disseminate health-related content online

[33]

. Despite the growing relevance of digital health communication, there is a paucity of empirical research examining these determinants within the Nigerian context. Therefore, this study seeks to investigate the extent to which young people in Lagos State seek and altruistically share medical health tips on new media platforms, as well as the key motivational and demographic factors influencing these behaviours.

1) Research Questions To what extent do young people residing in Lagos State seek and share medical health tips on new media platforms?

2) What factors motivate young people residing in Lagos State to seek and share medical health tips on new media platforms?

2. Literature Review

2.1. Concept of New Media Platforms

The term new media refers to digital communication technologies that enable the creation, storage, and dissemination of information through electronic and networked means. Unlike traditional media such as newspapers, radio, and television, new media platforms are characterised by interactivity, user participation, immediacy, and global connectivity

[59, 62, 69]

. These platforms include social networking sites, online forums, mobile applications, blogs, and websites that facilitate real-time communication and information sharing. In Africa, the rise of new media has transformed communication patterns, allowing users to interact, share opinions, and access information in unprecedented ways. The widespread availability of smartphones and internet connectivity has made these platforms integral to daily life, fostering new forms of self-expression, learning, and engagement across social, political, and cultural spheres.

The emergence of new media in Africa can be traced to advancements in digital technology and the increasing penetration of mobile networks. Initially viewed as tools that could help the continent “leapfrog” developmental stages

[10]

, these platforms have indeed expanded access to information but have also introduced challenges such as misinformation, digital inequality, and privacy concerns. Despite these challenges, new media have become instrumental in facilitating social participation, civic engagement, and digital entrepreneurship.

Among the most influential forms of new media are social networking sites (SNS), digital platforms that allow users to create profiles, share content, and build online communities. According to Astake, Weng and Chen SNSs such as Facebook, Instagram, Twitter (X), and TikTok have revolutionised interpersonal and mass communication by providing spaces for connection, interaction, and collective discourse

[7]

Facebook, founded in 2004, remains a dominant platform for social networking and altruistic sharing. Instagram emphasises visual storytelling and advocacy through images and short videos, while Twitter promotes real-time public dialogue and information exchange through concise, user-generated posts. TikTok, with its algorithm-driven short video format, has become particularly influential among young people, fostering creativity, social activism, and awareness campaigns

[67, 68]

Collectively, these platforms represent the transformative power of new media in shaping communication behaviours and public discourse. They have blurred the boundaries between producers and consumers of information, enabling users not only to access but also to create and disseminate content. Consequently, new media platforms have emerged as vital spaces for health communication, civic participation, and cultural exchange in contemporary African society.

2.2. Information Seeking and Altruistic Sharing on New Media

Information seeking and altruistic sharing have become defining behaviours on new and social media platforms, shaping how users interact with digital content and one another. Information seeking refers to individuals’ active efforts to acquire knowledge that satisfies specific informational needs

[53]

. Social networking sites such as Facebook, Twitter, Instagram, and TikTok have become vital channels through which users access news, academic resources, health information, and social updates

[59, 76]

. These platforms’ immediacy, interactivity, and accessibility have redefined how individuals gather and evaluate information, particularly among young people and students who use them as alternative knowledge hubs

[53, 80]

Conversely, altruistic sharing entails voluntarily disseminating information or resources without expecting direct or immediate personal benefits

[64]

. Through posts, reposts, retweets, and comments, users contribute to the collective exchange of knowledge and experiences, enhancing social connectivity and community support. However, scholars note that only a fraction of shared content translates into meaningful knowledge exchange or sustained benefit, as much sharing is motivated by social visibility or emotional expression rather than informational value

[64]

Motivations driving information seeking and altruistic sharing on social media are multifaceted. Intrinsic motivations such as altruism, enjoyment, self-efficacy, belongingness, and learning play significant roles

[75, 85]

. Moreover, interpersonal factors like trust, reciprocity, and tie strength influence users’ willingness to seek and share information, often reinforcing social cohesion within online networks. Beyond individual motivations, these practices have profound implications for news dissemination and misinformation. The ease of sharing on social media accelerates the spread of both credible and false information

[35, 59]

. Studies link anxiety, entertainment motives, and risk perception to the spread of misinformation

[65]

. Consequently, understanding these motivations is essential for designing interventions that encourage responsible information sharing and mitigate the negative effects of misinformation in digital communication environments.

2.3. Concept of Young People in Nigeria

Young people in Nigeria constitute a dynamic demographic group central to the nation’s socio-economic and cultural development. According to the Nigerian National Youth Policy, youth are defined as individuals aged between 18 and 35 years, while the African Youth Charter extends this definition to include those aged 15 to 35 years

[96]

. Nigeria’s youth population is one of the largest in Africa, and their energy, creativity, and engagement significantly influence the country’s political, social, and digital landscapes. Over the past decade, young Nigerians have become increasingly vocal and visible through new media platforms, using them as tools for advocacy, innovation, and civic participation

[1, 2, 71]

New media platforms, particularly social networking sites such as WhatsApp, Facebook, Twitter (now X), Instagram, and TikTok, have transformed how young Nigerians communicate, learn, and mobilise. The accessibility of mobile internet and smartphones has enabled youth to connect with global audiences, share ideas, and participate in real-time discussions on governance, social justice, and culture

[86, 74]

. These platforms have become alternative public spheres where young people engage in agenda setting, demand accountability, and organise collective action—as seen in movements like #EndSARS, which highlighted the power of digital mobilisation

[14, 90]

Beyond activism, young Nigerians increasingly use new media for personal development and health-related purposes. Social platforms provide convenient access to health information on nutrition, fitness, mental health, and sexual and reproductive well-being. Online communities offer spaces for peer support, where users exchange experiences, advice, and encouragement, helping to reduce stigma and promote openness about sensitive health issues

[15].

The interactive features of new media, videos, infographics, and chat forums, facilitate health literacy by simplifying complex information and making learning engaging and participatory. Moreover, health organisations leverage these platforms for awareness campaigns that promote preventive health behaviours and empower youth with credible information.

However, alongside these benefits lie challenges such as misinformation, cyberbullying, and low digital literacy

[25, 82, 94]

. Addressing these concerns is essential to ensuring that young Nigerians continue to use new media responsibly, critically, and constructively as agents of change and development.

2.4. Factors Influencing Health Information Seeking and Sharing Behaviour Among People

Health information seeking and sharing behaviours are shaped by a complex interaction of cognitive, affective, sociocultural, and technological factors that determine how individuals access, evaluate, and disseminate health-related knowledge. Cognitive factors play a foundational role, as they determine individuals’ perceived need for information, self-efficacy, and health literacy. The perceived need for information reflects a person’s awareness of knowledge gaps and motivation to acquire relevant health insights

[79, 21, 55]

. Self-efficacy, confidence in one’s ability to find, understand, and appraise health information, strongly predicts the likelihood of engaging in active information seeking

[79, 19, 49]

. Health literacy, which encompasses the skills required to access, comprehend, and apply health information effectively, is also pivotal in supporting informed health decisions

[46]

In addition to cognition, affective factors, emotions, attitudes, and beliefs, exert considerable influence on health information behaviour. Emotions such as anxiety, fear, or curiosity can motivate individuals to seek reassurance or solutions through information searching. Similarly, attitudes toward health information seeking, including perceived usefulness or potential barriers, affect engagement levels

[79, 22]

. Individuals’ health beliefs, particularly their perceptions of the severity of illnesses and the effectiveness of treatments, also influence their motivation to search for health information

[64, 100]

Sociocultural factors provide an important contextual dimension. Social norms, social support, and demographic characteristics shape patterns of health information seeking and sharing. Perceived social pressure and the expectations of significant others may encourage or discourage individuals from seeking information

[79, 57]

. Support from family, friends, and healthcare professionals can either facilitate or hinder information behaviours

[35, 29].

Likewise, demographic factors such as age, gender, education, and socioeconomic status affect individuals’ access to information and preferred channels

[4, 65].

Technological factors have become increasingly influential in the digital era. The internet, mobile applications, and social media platforms provide convenient and immediate access to health information. The ease of use, perceived credibility, and trustworthiness of digital platforms affect individuals’ reliance on them

[13]

. E-health literacy, the ability to navigate and evaluate online health resources, enhances individuals’ capacity to locate credible information and reduces susceptibility to misinformation

[64, 65]

When it comes to health information sharing, similar factors apply. According to the Health Belief Model, perceived susceptibility, severity, benefits, and barriers determine sharing intentions

[5, 64].

Trust in the information source, perceived credibility of the platform, and social influence further shape individuals’ willingness to share health-related content. Social norms within digital communities often define what information is valuable, while social support reinforces or discourages sharing behaviours. Together, these multidimensional factors underscore the complex interplay between cognition, emotion, culture, and technology in shaping modern health communication practices.

2.5. Factors Influencing Seeking and Sharing Behaviours on New Media Platforms

New media platforms, particularly social media and online applications, have transformed the ways individuals seek and share information, creating a complex digital landscape shaped by multiple factors. Platform characteristics are central to user engagement. Features such as interface design, usability, functionality, and navigational ease directly influence how users access, interpret, and disseminate information

[91, 18]

. Intuitive platforms encourage exploration, enhance information-seeking experiences, and facilitate sharing behaviours. Technological affordances such as search functions, hashtags, tagging, bookmarking, and sharing options further shape how users discover and circulate content

[81, 26]

Individual characteristics also play a significant role. Factors such as age, gender, education, and digital literacy determine how effectively users navigate platforms and engage with information. Users with higher digital literacy are more likely to seek information actively, evaluate content critically, and share reliably

[84, 23]

. Personal preferences for specific platforms can further influence the types and frequency of information seeking and sharing.

Motivations and goals are additional determinants. Users may seek information for personal knowledge, social interaction, entertainment, self-expression, or professional purposes. Intrinsic motivations, such as curiosity or personal interest, and extrinsic motivations, such as social validation or peer recognition, shape engagement patterns and the nature of content shared

[37, 30]

. Also, social influence is equally impactful. Peer networks, social norms, likes, shares, and comments guide users’ decisions to seek and share information. Individuals are motivated by social approval, reciprocity, and participation in community discussions

[59, 31]

2.6. Theoretical Framework

This study is anchored on the Health Belief Model (HBM) and the Uses and Gratification Theory (UGT), both of which offer complementary insights into the cognitive, motivational, and social factors influencing young people’s engagement with medical health tips on digital platforms in Lagos State

[77, 20]

. The HBM, developed in the 1950s by Hochbaum, Rosenstock, and Kegels, seeks to explain preventive health behaviours by examining individuals’ perceptions of health threats and their responses

[47, 78, 79]

. The model comprises six core constructs: perceived susceptibility, perceived severity, perceived benefits, perceived barriers, cues to action, and self-efficacy. Empirical research indicates that perceived susceptibility and severity significantly motivate young adults to seek and share health information, while perceived benefits enhance engagement by clarifying the positive outcomes of action. Conversely, perceived barriers, such as a lack of knowledge or digital skills, reduce participation in health-related activities

[98, 99].

For instance, young people who recognise their vulnerability to illness and understand the benefits of sharing health information are more likely to engage in altruistic sharing online, especially when supported by high e-health literacy

[66, 29]

. Nonetheless, HBM has been critiqued for focusing primarily on cognitive factors, often underestimating social and environmental influences, which are critical in the dynamic and interactive context of new media platforms

[66, 69]

The UGT, introduced by Katz, Blumler, and Gurevitch in 1974, complements HBM by emphasising the active role of users in selecting and using media to satisfy specific needs and gratifications

[47, 78].

Key propositions include the goal-directed nature of media use, the selective engagement of individuals based on preferences, and the recognition that users pursue diverse gratifications such as information seeking, social interaction, self-expression, and entertainment. In digital health contexts, UGT highlights how young people actively choose social networking sites, online forums, and health-related apps to meet their cognitive, emotional, and social needs. For example, social media affordances, likes, shares, and comments, serve as mechanisms for social reinforcement and motivation, facilitating both information-seeking and altruistic sharing behaviours

[56, 77]

Integrating HBM and UGT provides a holistic framework for examining the determinants of health information-seeking and altruistic sharing among young Nigerians. HBM explains how personal health beliefs, perceived risks, and self-efficacy influence engagement, directly informing hypotheses regarding the impact of personal beliefs and the need for health literacy on new media use. UGT, on the other hand, illuminates the role of motivations, gratifications, and media selection in shaping both the frequency and nature of information-seeking and sharing behaviours. Together, these frameworks capture both the cognitive-motivational and socio-technical dimensions of digital health engagement

[56, 77]

. Despite substantial research, gaps remain in applying these frameworks to the Nigerian context. Most studies have concentrated on Western populations, overlooking the socio-cultural, infrastructural, and technological realities of Lagos State. Moreover, the intersection of altruistic motives, health literacy, and social media affordances in influencing health information-sharing behaviours among African youth is underexplored, justifying the need for empirical investigation grounded in robust theoretical integration

[66]

2.7. Empirical Review

A growing body of research has explored the factors influencing young adults’ health information-seeking and sharing behaviours on social media platforms. Several studies have applied the Health Belief Model (HBM) to understand these behaviours. For instance, Studies (

[67]

and

[70]

) found that perceived susceptibility, severity, benefits, and barriers significantly shape young adults’ intentions to seek and share health information. In addition, e-Health literacy emerged as a critical determinant, positively influencing both health information-seeking and sharing behaviours. These findings suggest that cognitive perceptions about health risks, coupled with confidence in using digital tools, play a central role in motivating young adults’ engagement with health content online.

Research has also examined platform-specific behaviours. Also, Lim et al. reported that Facebook, YouTube, and Instagram are the most frequently used platforms for health-related purposes

[61]

. Facebook was primarily used for browsing newsfeeds and joining topic-specific groups, YouTube served as a valuable source of instructional health content, and Instagram inspired wellness practices. In contrast, platforms such as Twitter, Tumblr, and Snapchat were less commonly used for health information. Similarly, Harris et al. highlighted that young people engage with health content from YouTubers based on perceived authenticity, relatability, and the creators’ motivations

[38]

. This study emphasised the potential for collaboration between public health organisations and content creators to effectively disseminate health messages.

Other studies highlight broader digital health engagement. Lupton reviewed the use of digital technologies among children and young people in the Global North, noting that websites and search engines remain key sources of health information

[63]

. Young people valued the ability to access information, learn about health topics, and connect with peers for emotional support, although risks such as body image concerns and social comparison with influencers were identified. Awofeso et al. found that WhatsApp, Instagram, and YouTube were predominant platforms for health information in the UAE, with trust being placed in doctors’ blogs and international health organisations’ accounts

[8]

. The study also emphasised the importance of digital literacy in accessing reliable health content.

Engagement with user-generated content further influences online health behaviours. Fergie et al. identified different user types based on levels of participation, noting that offline experiences, concerns about identity, and perceived appropriateness shaped online engagement

[27]

. Goodyear et al. similarly emphasised that social media content, peer contributions, algorithmically suggested material, and reputable sources, affects young people’s health perceptions and behaviours

[24]

. Yu et al. identified four patterns of Facebook use for health information, motivated by knowledge acquisition, entertainment, sociability, and instrumental purposes, highlighting the interplay between personal goals and platform affordances

[97]

These studies collectively indicate that young adults’ health information-seeking and sharing behaviours are shaped by a combination of cognitive factors, platform characteristics, content engagement, social influence, and digital literacy. Perceptions of susceptibility, severity, benefits, and barriers, alongside confidence in navigating digital environments, are key determinants. Moreover, the diversity of social media platforms, interaction with user-generated content, reliance on trusted sources, and offline experiences all influence how young people engage with health information online. However, there gap in what determines the altruistic sharing of medical health tips on social media, which this study what to find out.

3. Methodology

This study employed a descriptive research design using the survey research method to examine the determinants of seeking and altruistic sharing of medical health tips on new media platforms among young people in Lagos State. Descriptive research is useful for understanding the “why” and “how” of social phenomena

[3, 9]

, while survey research involves collecting and analysing social data through structured questionnaires to obtain information from a large, representative population

[89, 93]

. Survey research enables the collection of both demographic information and psychographic data, such as beliefs and opinions, providing a comprehensive understanding of the population under study.

The population of this study comprised young digital-savvy individuals in Lagos State, specifically those aged 18-35, who actively use social media platforms and have previously sought or shared health information online. Based on the 2006 census data, the population of this age group in Lagos State was 4,412,011

[72]

. These individuals, often referred to as digital natives, are highly engaged with online platforms, making them ideal participants for this study.

The sample size was determined using the Taro Yamane formula

[95]

yielding a sample of 229 respondents at a 5% margin of error. A purposive sampling technique was employed, targeting young people who are active on social networking sites such as Twitter, Facebook, Instagram, TikTok, or Snapchat and are willing to participate in the study. This approach ensured that respondents were relevant to the research objectives.

A structured questionnaire developed on Google Forms served as the research instrument. The questionnaire consisted of two sections: Section A collected demographic data, including age, gender, education, and occupation, while Section B focused on the determinants of seeking and altruistic sharing behaviours, using multiple-choice and Likert scale questions informed by the theoretical framework and research objectives.

Data collection was conducted online, with the questionnaire distributed through social media and online communities to reach a wide and diverse group of respondents. This approach facilitated convenience, anonymity, and honesty in responses while ensuring broad accessibility.

The validity of the instrument was established through face and content validity, ensuring that the questionnaire accurately measured the intended constructs. Reliability was tested using Cronbach’s Alpha to confirm internal consistency of the items.

For data analysis, completed questionnaires were screened for completeness, coded, and analysed using SPSS version 25. Descriptive statistics, including frequencies, percentages, and means, were employed to summarise responses. The results were presented in tables with detailed interpretations, providing clear insights into patterns of health information-seeking and sharing behaviours among young people in Lagos State.

4. Data Presentation and Analysis

The demographic characteristics of the respondents in this study. In terms of sex, 46.7% (n = 107) identified as female, while 53.3% (n = 122) identified as male. The age distribution showed that 21.0% (n = 48) were between 18-21 years, 28.8% (n = 66) were aged 22-25 years, 31.9% (n = 73) were between 26-29 years, and 18.3% (n = 42) were aged 30-33 years old.

4.1. How Young People Residing in Lagos State Seek and Share Medical Health Tips on New Media Platforms

Regarding the frequency of sharing medical health tips on new media platforms, the data reveals the following distribution: 6.6% (n=15) share tips daily, 11.8% (n=27) share tips monthly, 6.6% (n=15) never share tips, 52.8% (n=121) share tips rarely, and 22.3% (n=51) share tips weekly.

These findings suggest that 99% of young people residing in Lagos State utilise new media platforms to seek and share medical tips. However, the level of engagement varies among individuals. Approximately 18.3% seek tips daily, while 31.0% seek tips rarely. Similarly, 6.6% share tips daily, while 52.8% share tips rarely.

Table 1. The Extent Young People in Lagos State utilise new media platforms to seek and share medical tips.

Variables	Variables	Frequency	Percentage
How often do you seek medical health tips on new media platforms?	Daily	42	18.3
	Monthly	27	11.8
	Never	30	13.1
	Rarely	71	31.0
	Weekly	59	25.8
	Total	229	100.0
How often do you share medical health tips on new media platforms?	Daily	15	6.6
	Monthly	27	11.8
	Never	15	6.6
	Rarely	121	52.8
	Weekly	51	22.3
	Total	229	100.0

The data presented in Table 1 examines the extent to which young people residing in Lagos State utilise new media platforms to seek and share medical tips. When asked how often they seek medical health tips on new media platforms, the responses indicate the following distribution: 18.3% (n=42) seek tips daily, 11.8% (n=27) seek tips monthly, 13.1% (n=30) never seek tips, 31.0% (n=71) seek tips rarely, and 25.8% (n=59) seek tips weekly.

4.2. Factors That Motivate Young People Residing in Lagos State to Seek and Share Medical Health Tips on New Media Platforms

Table 2. Factors Motivating Young People to Seek Medical Health Tips on New Media Platforms.

Motivating Factor to Seek	1 Less Important	2 Slightly Important	3 Moderately Important	4 Important	5 Very Important	Mean	SD
Convenience	16.6% (n=38)	12.2% (n=28)	24.5% (n=56)	28.8% (n=66)	17.9% (n=41)	3.24	1.25
Credibility of Information	10.5% (n=24)	9.2% (n=21)	18.8% (n=43)	32.8% (n=75)	28.7% (n=66)	3.69	1.18
Interest in Health and Well-being	8.3% (n=19)	6.1% (n=14)	19.2% (n=44)	33.6% (n=77)	32.8% (n=75)	3.84	1.16
Recommendations from Friends or Family	19.2% (n=44)	14.2% (n=33)	26.6% (n=61)	24.0% (n=55)	16.0% (n=37)	3.03	1.28
Cost-effective Alternative to Traditional Healthcare	22.7% (n=52)	18.3% (n=42)	23.1% (n=53)	19.6% (n=45)	16.3% (n=37)	2.88	1.32

Decision Rule: 1 = Less important, 2 = Slightly important, 3 = Moderately important, 4 = Important, 5 = Very important

Table 2 presents data on the factors motivating young people to seek medical health tips. The findings reveal that interest in health and well-being ranked highest (mean = 3.84, SD = 1.16), followed by credibility of information (mean = 3.69, SD = 1.18), and convenience (mean = 3.24, SD = 1.25). Recommendations from friends or family (mean = 3.03, SD = 1.28) and cost-effectiveness compared to traditional healthcare (mean = 2.88, SD = 1.32) were of lesser importance.

Table 3. Factors Motivating Young People to Share Medical Health Tips on New Media Platforms.

Motivating Factor to Share	1 Less Important	2 Slightly Important	3 Moderately Important	4 Important	5 Very Important	Mean	SD
Desire to help others	5.2% (n=12)	12.2% (n=28)	17.9% (n=41)	24.9% (n=57)	39.8% (n=91)	4.05	1.12
Contribution to community well-being	6.1% (n=14)	15.3% (n=35)	23.1% (n=53)	18.3% (n=42)	37.2% (n=86)	3.97	1.15
Personal satisfaction	12.2% (n=28)	14.4% (n=33)	28.8% (n=66)	7.0% (n=16)	37.6% (n=86)	3.81	1.21
Influence and impact on others	14.0% (n=32)	16.6% (n=38)	20.5% (n=47)	7.0% (n=16)	41.9% (n=96)	3.77	1.25
Recognition and social validation	18.3% (n=42)	21.0% (n=48)	30.1% (n=69)	5.2% (n=12)	25.4% (n=58)	3.42	1.27

Decision Rule: 1 = Less important, 2 = Slightly important, 3 = Moderately important, 4 = Important, 5 = Very important

Table 3 examines the factors influencing young people to share health tips. The most important motivators were the desire to help others (mean = 4.05, SD = 1.12) and contribution to community well-being (mean = 3.97, SD = 1.15). Personal satisfaction (mean = 3.81, SD = 1.21) and influence on others (mean = 3.77, SD = 1.25) also ranked high, while recognition and social validation (mean = 3.42, SD = 1.27) were moderately important.

These analyses indicate that while young people seek information primarily for self-interest (Mean = 3.84, SD = 1.16) and reliability (Mean = 3.69, SD = 1.18), they share information out of altruism (Mean = 4.05, SD = 1.12), community orientation (Mean = 3.97, SD = 1.15), Personal satisfaction (Mean = 3.81, SD = 1.21) and influence and impact on others (Mean = 3.77, SD = 1.25).

4.3. Discussion of Findings

The study findings show that interest in health and well-being (mean = 3.84, SD = 1.16) was the most significant factor motivating health information seeking among young people, followed closely by credibility of information (mean = 3.69, SD = 1.18). These findings align with

[65]

and

[70]

who observed that perceived benefits and credibility significantly influence young adults’ online health information behaviour. This underscores the centrality of self-improvement and trust in motivating digital health engagement. From the HBM perspective, perceived benefits and self-efficacy appear to drive these behaviours, as young people believe that credible and accessible information enhances their ability to make informed health decisions

[44, 47, 52]

Convenience (mean = 3.24, SD = 1.25) also emerged as an important factor, reflecting the role of new media’s immediacy and accessibility in fulfilling users’ informational needs. This finding echoes

[13, 16, 32, 48]

, who emphasised that the ease of accessing digital health content motivates users to rely on online platforms rather than traditional healthcare channels. However, recommendations from friends or family (mean = 3.03) and cost-effectiveness (mean = 2.88) ranked lower, suggesting that social endorsement and financial considerations play secondary roles. This is consistent with

[41, 43, 44, 79]

who noted that while social norms influence health behaviour, personal interest and credibility remain stronger determinants in digital contexts.

In contrast, the results from Table 3 reveal that desire to help others (mean = 4.05, SD = 1.12) and contribution to community well-being (mean = 3.97, SD = 1.15) were the strongest motivators for sharing health tips online. These findings affirm prior research by

[64, 75]

, which identified altruism and social contribution as major drivers of information-sharing behaviour. Within the UGT framework, these motivations align with the gratification of personal integrity and social connectedness, where users derive satisfaction from contributing to collective welfare and fostering community engagement

[31, 42, 54, 93]

. This prosocial orientation may reflect Nigeria’s collectivist culture, where communal well-being often supersedes individual benefit

[1]

Personal satisfaction (mean = 3.81, SD = 1.21) and influence and impact on others (mean = 3.77, SD = 1.25) also ranked high, illustrating that young people experience emotional gratification and a sense of empowerment through health information sharing. As studies

[6, 58]

argue, sharing serves not only an altruistic but also a self-expressive function, allowing individuals to project knowledge, competence, and social relevance. In this study, these findings demonstrate the dual nature of digital health engagement, simultaneously self-directed and community-oriented, an observation also supported by

[34-36]

, who found that young people balance self-presentation with genuine prosocial intentions when engaging with health content online.

The relatively moderate influence of recognition and social validation (mean = 3.42, SD = 1.27) suggests that ego-enhancement and popularity are not the primary drivers of sharing health tips among Lagos youth. This finding diverges from some Western studies (e.g.,

[60, 83, 88]

), where social approval often strongly predicts online sharing. The lower importance attributed to social validation here may reflect a growing maturity among Nigerian youth in digital spaces, where authenticity and meaningful contribution are increasingly valued over superficial engagement.

Furthermore, these findings substantiate the theoretical assumptions of both the HBM and UGT. The HBM explains how perceived benefits (e.g., credibility and well-being) and self-efficacy inform seeking behaviour, while the UGT elucidates the gratifications of altruism, community service, and satisfaction underlying sharing behaviour

[30, 40, 51]

. The integration of both theories reveals that young people’s digital health engagement is not merely reactive but purpose-driven, shaped by both internal beliefs and social gratifications

[87, 77]

Empirically, the findings resonate with

[63]

and

[8]

observations that young users favour platforms like Instagram, WhatsApp, and YouTube for health-related content due to their interactivity and perceived trustworthiness. Similarly, the emphasis on credibility in this study supports

[38]

, who highlighted authenticity and reliability as key determinants of engagement with health influencers. The predominance of altruistic motivations further corroborates

[24, 39, 45]

, who identified empathy and moral obligation as essential drivers of prosocial digital behaviour.

This study, therefore, confirms that young people in Lagos State are active and intentional participants in digital health communication. They seek medical information primarily to enhance their well-being and rely on perceived credibility to guide their choices, while their sharing behaviour is motivated by altruism, community contribution, and self-fulfilment rather than mere recognition.

4.4. Conclusion and Recommendations

This study concludes that young people in Lagos State actively engage with new media platforms to seek and share medical health tips, motivated largely by intrinsic and prosocial factors. The findings revealed that interest in health and well-being, credibility of information, and convenience are the key determinants influencing health information-seeking behaviour. Young people rely on digital media not merely because it is accessible but because they perceive it as a credible and empowering source of health knowledge. This reflects a shift from passive consumption to active health management, as users increasingly employ social media to make informed decisions about their well-being.

The study also established that altruistic motives, particularly the desire to help others and contribute to community well-being, play a central role in motivating young people to share medical health tips online. This highlights a strong sense of community consciousness among youths, where sharing health content is viewed as a means of promoting collective welfare rather than self-promotion. While personal satisfaction and influence on others also contribute to sharing behaviour, recognition and social validation were found to be of moderate importance, suggesting that the sharing of health information is guided more by empathy and social responsibility than by ego-driven intentions.

Theoretically, these findings validate the Health Belief Model (HBM) and the Uses and Gratifications Theory (UGT). From the HBM perspective, perceived benefits (such as credibility and self-efficacy) strongly influence health-seeking behaviour, while UGT explains how users derive satisfaction and social fulfilment from sharing health information. Together, they underscore the dual nature of digital health engagement-self-oriented yet community-driven.

Based on these findings, the study makes the following recommendations:

1) Health communication practitioners should design digital campaigns that leverage young people’s altruistic tendencies by framing messages around community well-being and collective health improvement.

2) Public health institutions and non-governmental organisations should collaborate with credible social media influencers and health advocates to enhance trust and ensure the dissemination of accurate medical information.

3) Policy makers and educators should integrate digital health literacy programmes into youth development initiatives to equip young people with the skills to discern credible information and counter misinformation.

4) Content creators should prioritise authenticity, interactivity, and cultural relevance in health communication to sustain engagement and foster behavioural change.

Conflicts of Interest

The authors declare no conflicts of interest.

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Aleshinloye, O., Mogbogu, J. (2026). Determinants of Seeking and Altruistic Sharing of Medical Health Tips on New Media Platforms Among Young People in Lagos State. American Journal of Health Research, 14(2), 111-123. https://doi.org/10.11648/j.ajhr.20261402.16

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Aleshinloye, O.; Mogbogu, J. Determinants of Seeking and Altruistic Sharing of Medical Health Tips on New Media Platforms Among Young People in Lagos State. Am. J. Health Res. 2026, 14(2), 111-123. doi: 10.11648/j.ajhr.20261402.16

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AMA Style

Aleshinloye O, Mogbogu J. Determinants of Seeking and Altruistic Sharing of Medical Health Tips on New Media Platforms Among Young People in Lagos State. Am J Health Res. 2026;14(2):111-123. doi: 10.11648/j.ajhr.20261402.16

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@article{10.11648/j.ajhr.20261402.16,
  author = {Oluwaseun Aleshinloye and Joy-Rita Mogbogu},
  title = {Determinants of Seeking and Altruistic Sharing of Medical Health Tips on New Media Platforms Among Young People in Lagos State},
  journal = {American Journal of Health Research},
  volume = {14},
  number = {2},
  pages = {111-123},
  doi = {10.11648/j.ajhr.20261402.16},
  url = {https://doi.org/10.11648/j.ajhr.20261402.16},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajhr.20261402.16},
  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.},
 year = {2026}
}

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TY  - JOUR
T1  - Determinants of Seeking and Altruistic Sharing of Medical Health Tips on New Media Platforms Among Young People in Lagos State
AU  - Oluwaseun Aleshinloye
AU  - Joy-Rita Mogbogu
Y1  - 2026/04/25
PY  - 2026
N1  - https://doi.org/10.11648/j.ajhr.20261402.16
DO  - 10.11648/j.ajhr.20261402.16
T2  - American Journal of Health Research
JF  - American Journal of Health Research
JO  - American Journal of Health Research
SP  - 111
EP  - 123
PB  - Science Publishing Group
SN  - 2330-8796
UR  - https://doi.org/10.11648/j.ajhr.20261402.16
AB  - 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.
VL  - 14
IS  - 2
ER  -

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Author Information

Oluwaseun Aleshinloye

Faculty of Communication and Media Studies, University of Lagos, Lagos, Nigeria

Contact Email

http://orcid.org/0000-0001-6160-2214
Joy-Rita Mogbogu

Faculty of Communication and Media Studies, University of Lagos, Lagos, Nigeria

Contact Email

http://orcid.org/0000-0002-0461-5171

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APA Style

Aleshinloye, O., Mogbogu, J. (2026). Determinants of Seeking and Altruistic Sharing of Medical Health Tips on New Media Platforms Among Young People in Lagos State. American Journal of Health Research, 14(2), 111-123. https://doi.org/10.11648/j.ajhr.20261402.16

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ACS Style

Aleshinloye, O.; Mogbogu, J. Determinants of Seeking and Altruistic Sharing of Medical Health Tips on New Media Platforms Among Young People in Lagos State. Am. J. Health Res. 2026, 14(2), 111-123. doi: 10.11648/j.ajhr.20261402.16

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AMA Style

Aleshinloye O, Mogbogu J. Determinants of Seeking and Altruistic Sharing of Medical Health Tips on New Media Platforms Among Young People in Lagos State. Am J Health Res. 2026;14(2):111-123. doi: 10.11648/j.ajhr.20261402.16

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@article{10.11648/j.ajhr.20261402.16,
  author = {Oluwaseun Aleshinloye and Joy-Rita Mogbogu},
  title = {Determinants of Seeking and Altruistic Sharing of Medical Health Tips on New Media Platforms Among Young People in Lagos State},
  journal = {American Journal of Health Research},
  volume = {14},
  number = {2},
  pages = {111-123},
  doi = {10.11648/j.ajhr.20261402.16},
  url = {https://doi.org/10.11648/j.ajhr.20261402.16},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajhr.20261402.16},
  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.},
 year = {2026}
}

Copy | Download

TY  - JOUR
T1  - Determinants of Seeking and Altruistic Sharing of Medical Health Tips on New Media Platforms Among Young People in Lagos State
AU  - Oluwaseun Aleshinloye
AU  - Joy-Rita Mogbogu
Y1  - 2026/04/25
PY  - 2026
N1  - https://doi.org/10.11648/j.ajhr.20261402.16
DO  - 10.11648/j.ajhr.20261402.16
T2  - American Journal of Health Research
JF  - American Journal of Health Research
JO  - American Journal of Health Research
SP  - 111
EP  - 123
PB  - Science Publishing Group
SN  - 2330-8796
UR  - https://doi.org/10.11648/j.ajhr.20261402.16
AB  - 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.
VL  - 14
IS  - 2
ER  -

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