CHAPTER TWO

LITERATURE REVIEW
2.1 CONCEPTUAL FRAMEWORK
2.1.1 Concept of Social Media
Over the years, many scholars have been able to distinctively define and clarify the concept of
social media. In their definition and clarification, the concept of social media has been used
interchangeably with social networking site. Likewise, in this section, the word will be used
interchangeably.
Social media are elements of the new media and according to Danny (2010) have become the
highest activity on the internet today. The concept of “social media” or “social network site” is broadly
used to refer to Web sites that enable users to articulate a network of connections of people with whom
they wish to share access to profile information, news, status updates, comments, photos, or other forms
of content.
In defining social media, Kaplan and Haenlein (2010) gave a general definition of social media in
consideration of Web 2.0 and User-Generated Content. According to them social media is a group of
internet-based applications that build on the ideological and technological foundations of Web 2.0 and
that allows the creation and exchange of User Generated Content. They also went further to describe
social media as a group of internet-based applications that build on the ideological and technological
foundations of Web 2.0 and that allow the creation and exchange of user-generated content.
Nwanton, Odoemalamn, Orji-Egwu, Nwankwo and Nweze (2015) defines social media as those
internet-based tools and services that allow users to engage with each other, generate contents, distribute
and search for information online. Parr (2017) defines social media as the use of electronic and Internet
tools for the purpose of sharing and discussing information and experiences with other human beings in
more efficient ways.
On the other hands, Jantsch (2018) considers social media as the use of technology combined
with social interaction to create or co-create value. According to Merriam-Webster dictionary (2017),
social media is a form of electronic communication (as websites for social networking and
microblogging) through which users create online communities to share information, ideas, personal
messages, and other content (as videos) while Dykeman (2018) acknowledged social media as “the means
for any person to: publish digital, creative content; provide and obtain real-time feedback via online
discussions, commentary and evaluations; and incorporate changes or corrections to the original content”
(Dykeman, 2018).
Bryer and Zavatarro (2015) described social media as technologies that smooth the progress of
social interaction, make possible collaboration, and enable deliberation across stakeholders. These
technologies now include blogs, wikis, media (audio, photo, video, text) sharing tools, networking
platforms, and virtual worlds. Social Media Online is a primarily internet-and mobile-based tools for
sharing and discussing information by users. The term, according to Andreas and Michael (2010), refers
to “a group of Internetbased applications that build on the ideological and technological foundations of
Web 2.0, and that allow the creation and exchange of user-generated content."
Drury (2018) describes social media as online resources that people use to share content: video,
photos, images, text, ideas, insight, humor, opinion, gossip, news. Safko and Brake (2019) further defined
social media as “activities, practices, and behaviors among communities of people who gather online to
share information, knowledge, and opinions using conversational media. Kietzmannn, Silverstre,
McCarthy and Leylan (2012) describes social media as the platform that employs mobile and web based
technology to create highly interactive platforms via which individuals and community share, co-create,
discuss and modifies user generated content.
Davis, Canche, Deil-Amen and Rios-Aguilar (2012) refer to social media technology (SMT) as
web-based and mobile applications that allow individuals and organizations to create, engage, and share
new usergenerated or existing content, in digital environments through multi-way communication.
Through this platform, individuals and organizations create profiles, share and exchange information on
various activities and interests. An interesting aspect of social media is that, it is not limited to desktop or
laptop computers but could be accessed through mobile applications and smart phones making it very
accessible and easy to use. Examples of these social media platforms both on the web and mobile
application include Facebook, Twitter, YouTube, Whatsapp, Instagram, blogs etc.
According to Boyd and Ellison (2007), “social networking sites are web-based service platform
that enable individuals to create a public or semi-public profile within a bounded system, articulate a list
of other users with whom they share a connection, and view and navigate their list of contacts and those
made by others within the system” (p. 21). These sites are used to interact with friends, peers and others
that are found in groups on these sites. The sharing of information ranges from news, debates, gossips,
feelings or statement of mind, opinions, research etc. Curtis (2011) affirms that social media appear in
many forms including blogs and microblogs, forums and message boards, social networks, wikis, virtual
worlds, social bookmarking and video sharing.
According to Junco (2018), social media are collections of internet websites, services, and
practices that support collaboration, community building, participation, and sharing. Nwangwa and
Omotere (2014) simply regards social media as comprising online applications for social networking
sites, social bookmarking and sharing tools, social citation tools, blogging and microblogging tools,
virtual worlds, e-conference presentation sharing tools, audio and video tools, e-project management
tools, and research and writing collaboration tools; primarily developed to foster user-centered social
interaction.
Social media can be seen as either web based or application based media of communication that
allows registered individual to share ideas, thoughts, opinions, interact and collaborate with other
registered users all over the world. The inclusion of application based media of communication is largely
due to the ability to make use of social media on mobile gadgets such as Smartphones, Tablets, i-Phones,
symbian and Java phones.
Elshout (2012) writes that social networks form a good platform for organizing countervailing
power by political activists and consumers. Social media is a form of electronic communication which
facilitates interaction based on certain interests and characteristics. Boyd & Ellison (2007) Social media
are media for social interaction, using highly accessible and scalable publishing techniques. They use
web-based technologies to transform and broadcast media monologues into social dialogues. They
support the democratization of knowledge and information and transform people from content consumers
to content producers.
In the same vein, Olayinka (2013, p. 11) observes that the rapid growth of social media activities in
the last few years is indicative of its entry into mainstream culture and its integration into the daily lives
of many people because it disseminated information at a very high speed, cheaper and enhance immediate
feedback been an interactive media. Social media are web-based and mobile technologies that facilitate
interaction between organizations, communities and individuals. Important characteristics are that the
technologies are ubiquitous, communication instantaneous and that they enable the creation and exchange
of user-generated content. Social media such as Facebook, Twitter, Google+, Instagram, Youtube,
Whatsapp, Wechat are just few of the hundreds of applications that make participatory information,
sharing and social networking possible. These instruments are referred to as media because they are tools
which can also be used for the storage and dissemination of information.
The scope of social networking sites as information sources have been discussed by different scholars
e.g., (Dugan et al., 2018; Skeels&Grudin, 2019; Steinfield, DiMicco, Ellison, & Lampe, 2009; Morris et
al., 2012). They noted that:

i.
 Only humans can provide certain types of information such as opinions, advice and
recommendations.

ii.
iii.

The information sources are personally known to the user to a greater or lesser extent, and are
therefore trusted sources and have cognitive authority.

iv.
v.

Users can provide localized (geographically specific) information, and current or timesensitive
information.

vi.
vii.

Information provided by users are customized for the requestor.

viii.
ix.

Social contacts can perform intermediary functions of researching, synthesis and packaging of
information.

x.
xi.

Users are able to broadcast a question to a known group of people

xii.
xiii.

Users can obtain emotional and social support.

xiv.

However, unlike the traditional media like Television and Radio, most of the social media tools
allow their users to interact as “re–twitting” on Twitter and “comment” options on Facebook illustrate.
Looking at social media from a more practical point of view, Sweetser and Lariscy (2018) define social
media as a “read-write Web, where the online audience moves beyond passive viewing of Web content to
actually contributing to the content”.
One thing that is common in the definitions of social media reviewed in this work is the view that
it is based on user-generated participation. The opportunity to enjoy user-to-user interaction distinguishes
social media from the traditional media which is characterized by top-down news dissemination
arrangement (Clark &Aufderheide, 2019).
 Another attribute of the social media which distinguishes it from the traditional media is the
choice it accords its users. Choice enables people to access the information they like to learn about
through the social media, eliminating the gatekeeper role of traditional media. On one hand, the choice
offered by social media reduces the shared experience that viewers of particular traditional media
channels usually have; on the other hand, it creates a network of individuals with like interests and similar
preferences.
The two primary tools that have enabled people to socialize and connect with each other online
are social networking sites and electronic messaging. More than half of Nigerian teens and young adults
send electronic messages and use social networking sites, and more than one- 20 third of all internet users
engage in these activities (Gabriel & Bamidele, 2019).
In Nigeria, internet users are estimated, as at October 2017, at 70,101,452 with 16% growth rate
when compared with the 2013 figure, and is 2.30% of the country’s share of the world internet users
(Internet Live Stats, 2018). Nigeria is also the third most active African country on twitter (Mejabi &
Fagbule, 2014). Most people who use social media tools access them mainly through computers and
mobile devices such as phones and Tablet PCs.
Analysts suggest that majority of phone purchases in the coming years will be more for using
online networks rather than making phone calls (Baekdal, 2018). Politicians in Nigeria are joining the
online community to communicate with their audiences because they believe they are a key demographic
who shape and influence perception. Thus, phone communication is now tending toward one-to-many
sharing rather than the usual one-to-one conversation.
2.1.2 The Role of Social Media in Society
Social media is a digital platform that allows its users to create and share the content of their
choice with people. Social media has command on wide range of websites and apps. It has made its
importance in our lives in a very short period. It has become necessary daily activity for people. Social
media enables its users to stay in contact by making communication easier. Sharing pictures, videos,
expressing thoughts, ideas, and documents are just one click away. Exchanging messages and data from
one corner of world to other is made easiest with the help of social media. Back to old time, if someone is
even shifted to next colony of the city. People were not able to have a solid connection with them and
unaware of their life happenings. Now people share their life events and occasions with their loved ones.
Social media and internet has changed today’s life. The role of social Media can be observed in diverse
fields such as communication, business, entertainment, food, lifestyle and welfare.
Social media has become a very useful platform for business. Social Media has made
advancements in business through online shopping. Many online businesses are getting a very good
profit. Now trends of shopping are changed, people use to shop online. Lives of people are gone so busy
14 that they don’t get enough time to go to the shopping centers and spend hours to shop things.
Companies and brands have made their online sites and apps for shopping purpose. Shopping is made
easy as it is just one click away, all the sizes and lengths of dresses are mentioned. Not just costumes but
all other kinds of products are available on online stores for shopping. Add the products and dresses in
your cart online, mention the address. Your product will be delivered at the given address in the
mentioned time.
Social media has progressively developed a role in more than personal life. Social media has
made a knowledgeable change in recruitment and hiring of employees. Recently managers have started
utilizing networking sites to analyze the foundation of interviewee’s education and activities in which
they are involved. They use to visit their LinkedIn profile to look out where they stand in their profession
life and their experience. Some companies use to go through their Facebook profile and get an idea about
their likings, disliking’s and their travelling history. This benefit to meet the company the actual person,
this way they can genuinely meet and interview the person. Social media has served in another way as
well it helps to arrange video call, conferences and meetings. Companies can arrange their meet overs
virtually, they don’t need to set up a place and come from different long distant locations. They schedule
the meeting online and take advantage from the component of social media.
Spending leisure time by scrolling newsfeed has become a new activity in modern society. Now
after waking up early in the morning people first of all search for their mobile phones to check out the
newsfeed. How many likes, comments they have got on their posts or status. People now tend to like
sitting on a couch and enjoy the content on the social media site. Social media has become a source of
entertainment, now if it is raining one 15 cannot go outside either one is in a waiting room waiting for
their bus to arrive or a person is getting bored. They just need to open up their social networking site and
start scrolling it and get amused by different videos and posts of their friends and other people. Social
media has gained importance in our daily life as well by becoming a very good source of entertainment.
Social media is helping people to earn through entertaining other people. One can start getting paid by
increasing the number of followers on their social media site. If someone has capability to share a content
which will influence people and they will start to like and share it. It will help to increase the number of
followers and subscribers. This way they can start getting paid by just showing their talents and
entertaining others.
Due to covid-19, education system is disturbed. Classes are conducted virtually. Social media
served the purpose of education as it allows students and teachers to follow them on networking sites.
They can view each other’s content, chat and clear all the misconceptions and doubts. Students can share
their opinions and inquire all sorts of issues which helped to improve their performance and grades. It is
very beneficial for education system in this time.
There was a time when people were not able to go to courts and ask for justice. But social media
has become a very powerful source to share every injustice happening in the society. Social media is a
platform where every type of information and news is shared. Ill treatment cannot stay covered and under
the pressure of other forces and people. Social media helps to express all the oppression, abuse and in
justice happened on the people. It supports every person to speak for their rights and talk against violence
publically. Thus social media also serves the purpose of fighting for human rights in the society.
Social media is a big platform that plays a vital role in a modern world. Society is so influenced
by social media in many ways mentioned above. Social media is removing the gap between higher
authority and public. It is helping to create awareness for many unresolved issues. If people will keep on
using the social media as an effective tool, it is going to benefit them in numerous more ways.
2.1.3 Meaning of Media Campaigns
Shelleby and Shaw define media campaigns as a set of activities that seek to achieve a set of
predetermined goals (Shelleby, E.C. & Shaw, D.S. (2014). Patrycja sees that media campaigns are a
collection of communication activities aimed at events that influence public behavior (Tully, L.A.,
Piotrowska, P.J. 2019). However, Tully, Piotrowska, et al. define media campaigns as it is seen as a set of
communication activities developed during a given time to address a set of predetermined goals that
include increasing the level of knowledge and awareness that can lead to changes in public behavior
related to social issues and problems (Collins, D.A.J., Mairet. 2017).
Jones (2013) defines media campaigns as a collection of newspaper articles, television interviews
and other media templates aimed at achieving a range of objectives.
Campaigns vary in formats depending on the goal one seeks:

i.

News Media Campaigns: It is the kind of campaign that aims to increase the level of
information and raise the public's level of knowledge towards specific issues.

ii.
iii.
 Behavior Modification Campaigns: This type of campaign aims to change the target audience's
behavior by highlighting the positive aspects and benefits that the public has through such
behavior.

iv.
v.

Mental Image Campaigns: Image campaigns aim to reduce the mental image and ideas of a
particular person or organization by relying on logical and emotional methods to improve that
image.

vi.
vii.

Awareness Campaigns: Awareness campaigns are based on providing information on a

particular issue or topic to increase the cognitive and cognitive level of the public, and these
campaigns are often used in the medical field when confronted with new epidemics and diseases.

viii.

Media campaigns are one of the most used means of directing public opinion towards a particular
topic. The following are the characteristics of media campaign according to scholars:

a.

The media campaign identifies strategies and methods to address the issues they are raising
(Dahl, R. 2019);

b.

a.

The government's policy of "encouraging" establishing a national police and police department is
a major step towards establishing a new government (Mahmoud, M. 2018);

b.
c.

The media sentence divides the public into categories to address each category appropriately and
in the appropriate media (El-Desouki, Z.I. 2018);

d.
e.

Media campaigns are also characterized by a timetable in how the media campaign proceeds to
start intensively to address the public or start weakly and gradually increase until the goals are
achieved (Jonick, T., Anderson, E. 2010)
 f.
g.

Media campaigns are also characterized by a variety of aims to address the awareness and
awareness of the target audience by increasing public exposure to information in order to
influence the behavior of that audience (Parker, A. 2012);

h.
i.

Media campaigns are aimed at convincing the public of the content provided by addressing the
mental and emotional aspect of the public to make a change in their behavior (Dann, S. 2010);

j.
k.

Media campaigns are characterized by diversification in the use of different media to achieve
objectives and ensure that the public is exposed to the media intensively and ensures an impact on
the attitudes and behavior of the public (Humphreys, A. 2020).

l.

2.1.4 Media Campaign on Family Planning in Nigeria

Since the approver of the first explicit national policy on population for the country on February
4th, 1988, under the ruling Armed Forces council, Gen. Ibrahim Babangida with the purpose of
"achieving lower population growth rates, through reduction of birth rates by voluntary fertility regulation
methods that are compatible with the attainment of economic and social goals of the nation" (Federal
Ministry of Health, 1988: 13). Akinrinola (1994).
Education on Family Planning through media campaign became very important. Since then
government, NGOs and all stakeholders through the media carried out several campaigns to encourage
people on fertility control on Radio and Television.
The day after the inauguration of the policy, a video documentary, "Our Destiny Is in Our
Hands," was broadcast on national television. The documentary drew from national population statistics
to educate people about the socioeconomic consequences of rapid population growth (JHU/PCS, 1990).
Akinrinola (1994).
A major family planning promotion campaign based on the use of the "enter-educate" approach
was implemented in 1989-90. The campaign used two music videos produced for television in August
1989 by popular Nigerian artists (King Sunny Ade and Onyeka Onwenu) as well as extensive publicity
and public relations activities by the musicians. The objective was to promote family planning, the
Planned Parenthood Federation of Nigeria’s clinics, and government services by using local artists with
whom people are likely to identify (JHU/PCS, 1990; Kincaid et al., 1992). Other media-based projects
were undertaken to promote family planning before the NDHS was conducted, including short dramas on
radio and television at the national and State levels (Jl-IU/PCS, 1990).
Evaluation studies of some of these programs have reported significant changes in people’s
contraceptive attitudes and behavior attributable to the media promotion of family planning. In a report on
the music videos project, an average of 64 percent of the urban residents interviewed claimed to have
heard the songs or seen the videos. Further, about 95 percent of those who have either heard the songs or
saw the videos were able to correctly identify the message of the songs as "Practicing family planning
allows a couple to prepare for having children" or '’Today there are ways of making love without making
children" (J HU/PCS, 1990: 43).
In another evaluation of the music videos campaign, modern contraceptive use among
respondents age 15-35 years in Lagos, Enugu, and Kano was found to increase from 15.7 percent before
the campaign to 26 percent after the campaign (Kincaid et al., 1992).
2.1.5 Determinants of Exposure to Family Planning Messages
The Nigerian DHS data indicate that of the 6,696 married women interviewed in the survey, 505
percent listened to radio and 20 percent watched television at least once a week. About 23 percent of the
women have heard or seen family planning messages on the radio or television. As would be expected,
the experience differs by residence.
About 50 percent of the urban residents were exposed to media advertisements of family planning
compared to only 15.6 percent of those residing in rural areas. The presence of radio or television in the
household predisposes the women to media exposure. About 35 percent of the women who reported
having a radio in the household were exposed to family planning messages compared to 8.6 percent of
those who did not have a radio. Similarly, 54.8 percent of those who had a television were so exposed
compared to 16.8 percent of those who reported having no television set.
As the above examples suggest, there is no reason to believe that exposure to media promotion of
family planning will be independent of other socioeconomic and demographic variables. In this section,
we discuss the correlates of exposure to family planning messages on radio or television in Nigeria. We
used log it regression for the analysis with age, number of living children, education, region, religion,
residence, number of wives, husband’s occupation, and a number of household possessions as predictors.
Age and the number of living children were modelled using natural cubic splines with two
interior knots (see West-off and Rodriguez, 1993). All other explanatory variables were represented by
dummy variables. The dependent variable media exposure is a dichotomous variable and assumes a value
of “l" if a woman reported having heard or seen a family planning message on radio or television or "0"
otherwise.
2.1.6 Impact of Media Campaign on Family Planning in Ilorin
Research shows that both literate and illiterate women of child bearing age are aware of either
traditional or modern contraceptives in Ilorin through the Radio Television and from their Maternity
home but the truth is that very few of them use it due to Religious belief and fear of side effect.
Between 2010 to 2023 there have been drastic increase in Mass media in Kwara state particularly
Radio station and online media this enable information flow in the State. Which in turn help increase
knowledge and shape behavioral attitude of the citizens. This therefore confirm McCombs and Shaw
(1972) says that the media not only tell the audience what to do but also tell them how to do it.
For instance: Nigerian Television Authority Ilorin (NTA) run health programme title Health
Scope. Radio Nigeria Harmony 103.5FM Idofian Kwara State. Have Health programme in indigenous
language (Yoruba). DIAMOND FM also have a Health programme title "christened Dokita wa"
Wednesdays 10.00am-11.00am. AIT have “HEALTH DIGEST”, Gari 'n FM, Royal FM.
This health programmes run on the media at one time or the other particularly on Family planning
have influence on the attitude of the people, widen their knowledge and increase the use of Contraceptive
among women of child bearing from age 18 upward. Today some parent in view of protecting their
female Children from unwanted pregnancy also introduced family planning method at the early age of 14-
15.
2.1.7 Economic Impact of Family Planning
Child spacing help family to manage available resources and income of a family to cater for the
upbringing of their children which in turn will aid standard upbringing of the children academically and
socially leading to peaceful society.
 Also Family Planning help mitigate the effects of rapid population growth and will have a
positive effect on the economy. As demonstrated globally, because the larger the population, the higher
the demand for social amenities, environmental management, infrastructural development and other
provision necessary for the citizenry. So the decline in unplanned births resulting from family planning
promotion fosters macroeconomic growth through the initiation of the Demographic Dividend. ROTARY
(2022). It also reduce the money spend by the government on insecurity in the country because the more
the population the probability of crime and criminal activities in the country.
2.2 THEORETICAL FRAMEWORK
2.2.1 Diffusion of Innovation Theory
The Diffusion of Innovation Theory, formulated by Everett Rogers in 1962, offers a
comprehensive framework for understanding how new ideas, technologies, or practices spread within a
social system. At its core, the theory categorizes individuals into innovators, early adopters, early
majority, late majority, and laggards, based on their readiness to embrace innovation.
Innovators, constituting a small percentage, are the trailblazers who eagerly adopt new ideas.
Early adopters follow, serving as influential opinion leaders within their communities. The early majority
comprises those who adopt innovations as they become more widely accepted, while the late majority
joins when the innovation becomes a social norm. Laggards, resistant to change, are the last to adopt.
The theory highlights the importance of communication channels, social systems, and the
influence of opinion leaders in the diffusion process. It has found applications in diverse fields, including
technology adoption, healthcare practices, and social change initiatives. Understanding the stages and
characteristics of adopters is crucial for tailoring strategies to effectively introduce and promote
innovations within a given society or community.
In Ilorin Metropolis, the amalgamation of social media campaigns and the Diffusion of
Innovation Theory is proving to be a game-changer in reshaping attitudes and practices concerning family
planning. Everett Rogers' pioneering theory offers a valuable lens through which we can comprehend and
strategize the impact of social media campaigns on different segments of the community.
The Diffusion of Innovation Theory categorizes individuals into innovators, early adopters, early
majority, late majority, and laggards based on their willingness to embrace new ideas or practices. This
framework is particularly relevant in the context of family planning in Ilorin Metropolis, where the
adoption of modern family planning methods is an evolving social phenomenon.
At the forefront of change are the innovators and early adopters. These individuals, often
community leaders, healthcare professionals, and influencers, are crucial in kickstarting the diffusion
process. Social media campaigns can strategically target this group, leveraging their influence to
disseminate accurate information and initiate positive discussions about family planning. By creating
engaging content tailored to the preferences of innovators and early adopters, campaigns can ensure that
their messages resonate effectively.
Social media platforms act as dynamic catalysts in accelerating the diffusion process. Platforms
like Facebook, Twitter, and Instagram serve as virtual forums where ideas can rapidly spread. Through
strategically designed campaigns, family planning messages gain visibility, sparking conversations and
fostering a sense of awareness among the community members.
As the diffusion process progresses, the focus shifts to the early majority—the individuals
influenced by the experiences and testimonials of innovators and early adopters. Social media campaigns
can appeal to this demographic by presenting relatable content, success stories, and information about the
benefits of family planning. By addressing concerns and showcasing positive outcomes, campaigns
bridge the gap between the early adopters and the broader community.
The Diffusion of Innovation Theory becomes particularly crucial when dealing with the late
majority and laggards—those who adopt new practices when they become the social norm. Social media
campaigns need to address cultural, religious, and socioeconomic barriers in Ilorin Metropolis. Tailoring
content to assuage concerns and emphasizing the collective benefits of family planning can gradually
encourage acceptance among these segments of the community.
 In conclusion, the Diffusion of Innovation Theory provides a structured approach to
understanding and influencing the adoption of family planning practices in Ilorin Metropolis through
social media campaigns. By strategically targeting different segments of the community and leveraging
the power of influencers, these campaigns contribute to reshaping attitudes and practices related to family
planning, ultimately fostering positive change in the community.
2.2.2 Health Belief Model
The Health Belief Model (HBM) is a psychological framework developed to understand and
predict individuals' health-related behaviors. Proposed by social psychologists Irwin Rosenstock,
Hochbaum, and others in the 1950s, the model is grounded in the idea that people will take health-related
actions if they perceive themselves as susceptible to a health problem, believe in the severity of the
problem, and see the benefits of taking a specific action outweighing the costs or barriers.
Key components of the HBM include perceived susceptibility, perceived severity, perceived
benefits, and perceived barriers. Perceived susceptibility refers to an individual's belief in the likelihood
of developing a health issue, while perceived severity relates to the individual's perception of the
seriousness of the condition. Perceived benefits encompass the individual's assessment of the positive
outcomes associated with a health-related action, and perceived barriers involve the perceived obstacles
or costs.
The Health Belief Model has been widely applied in public health campaigns and interventions to
understand and influence behaviors such as vaccination uptake, disease prevention, and adherence to
medical advice. By addressing these key components, health communicators and practitioners can design
interventions that effectively motivate individuals to make healthier choices based on their perceptions
and beliefs.
In the bustling landscape of Ilorin Metropolis, where family planning practices are undergoing
transformation, the Health Belief Model (HBM) emerges as a guiding light in understanding and
influencing attitudes through social media campaigns. The HBM, developed by Rosenstock and
colleagues, provides valuable insights into how perceptions of health risks and benefits shape individuals'
decisions, making it a pertinent framework for crafting impactful campaigns.
The HBM revolves around several key components, each crucial in shaping health-related
behaviors. Perceived susceptibility, the belief in the likelihood of facing a health problem, is central.
Social media campaigns in Ilorin Metropolis can leverage this aspect by disseminating information about
the potential risks associated with inadequate family planning practices. By highlighting the relevance of
family planning to individuals' health and well-being, campaigns can instill a sense of susceptibility,
urging the audience to consider the consequences of their choices.
Perceived severity, another pillar of the HBM, involves the individual's perception of the
seriousness of the health issue. Social media campaigns can utilize narratives, testimonials, and visual
content to portray the real-life implications of inadequate family planning, emphasizing the severity of
potential health risks and societal consequences. This approach aims to foster a deeper understanding of
the importance of family planning in Ilorin Metropolis.
The perceived benefits component of the HBM comes into play by showcasing the positive
outcomes associated with adopting family planning practices. Through social media campaigns,
information about the advantages such as improved maternal health, economic stability, and enhanced
quality of life can be effectively communicated. By emphasizing these benefits, campaigns aim to create a
positive attitude shift toward family planning among the residents of Ilorin Metropolis.
Addressing perceived barriers is crucial, as individuals' willingness to engage in family planning
can be hindered by obstacles. Social media campaigns can address misconceptions, cultural concerns, and
access issues related to family planning services. By providing accurate information and practical
solutions, campaigns can reduce perceived barriers, making family planning more accessible and
acceptable in the community.
The relevance of the HBM in the context of social media campaigns for family planning in Ilorin
Metropolis lies in its ability to tap into individual perceptions and beliefs. By strategically addressing
perceived susceptibility, severity, benefits, and barriers, campaigns can create a nuanced narrative that
resonates with the diverse population of the metropolis. As social media serves as a powerful
communication channel, campaigns grounded in the principles of the HBM can effectively influence
attitudes and practices related to family planning, fostering a healthier and more informed community in
Ilorin Metropolis.
2.3 EMPIRICAL REVIEW
Sara and Sarah (2020) explored using popular technology that people already have/use as a health
promotion tool, in a campus wide social media health promotion initiative, entitled LancerHealth. During
a two-week period the university com-munity was asked to share photos on Twitter and Instagram of
What does being healthy on campus look like to you?, while tagging the image with #LancerHealth . All
publically tagged media was collected using the Netlytic software and analysed. Text analysis (N=234
records, Twitter; N=141 records, Instagram) revealed that the majority of the conversation was positive
and focused on health and the university. Social network analysis, based on five network properties,
showed a small network with little interaction. Lastly, photo coding analysis (N=71 unique image)
indicated that the majority of the shared images were of physical activity (52%) and on campus (80%).
Further research into this area is warranted.
Adewole and Bolarinwa (2016) investigated on Awareness and Coverage of the National Health
information Scheme among Formal Sector Workers in Ilorin, Nigeria. It is important to assess the level of
coverage of the scheme among the formal sector workers in Nigeria as a proxy to gauge the extent of
coverage of the scheme and derive suitable lessons that could be used in its expansion. This is a cross-
sectional, descriptive survey carried out among formal sector workers in Ilorin Kwara State, Nigeria. A
stratified sampling technique was used to select study participants. A self-administered questionnaire was
used to collect data from respondents. Data was analysed with the SPSS. Ethical approval to conduct the
study was obtained from the Bowen University Teaching Hospital Research Ethics Committee. A total of
370 people participated in the study. Majority, (78.9%) of the respondents were aware of the NHIS,
however only 13.5 % paid for health care services through the NHIS. Logistic regression analysis shows
that respondents with post-secondary education (OR = 9.032, CI = 2.562 – 31.847, p = 0.001) and in
federal civil service (OR = 2.679, CI = 1.036 – 6.929, p = 0.042) were over nine and three times more
likely to be aware of the scheme than others. Coverage of the scheme among the respondents was
unimpressive. A lot still need to be done to fast-track the expansion of the scheme among this sector of
the population.
Samuel and Fadekemi (2015) in their study focused on health information needs and utilisation among
young adults. Correlational research design was adopted for this study using descriptive survey method.
Questionnaires were designed and used as survey instruments. The target population for the study was
young undergraduates within the ages of 16-24 years. Federal University of Agriculture and Crescent
University were selected because they are the two universities within the city of Abeokuta. The study
used 25% of undergraduate students from each of the 35 departments that made up 8 colleges in the two
universities for the study. Hence, the sample size for this study was 1,745 young adults. A total number of
1,745 copies of questionnaire were administered to the respondents. This study finds that nutrition ranked
highest, followed by water treatment, sanitation and diagnosed medical condition among the health
information needs of the young adults. Young adults also need health information to avoid unwanted
pregnancy, unsafe abortion and HIV/AIDS infection. Access to health information was mostly through
textbooks and newspapers/magazines. In addition, the study finds that they also had access to electronic
media like radio, television, Internet and GSM mobile phones.
Rutuja and Balamurugan (2018)The paper focuses on the surveys conducted in the published papers on
social media and health care development in the past and highlights the positive as well as negative
aspects of media on the health of people. This article also discusses the ways to improve the performance
of social media in creating an impact on the health behavior of people. The conclusion of this article is the
vital role played by social media in health issues and health care.
Eteng and Utibe(2013) examined National Health information Scheme and Its Implication for Elderly
Care in Nigeria The significance of this paper is to highlight lacunas in respect of aging programs and
services in the National Health information Scheme in Nigeria, with a view to suggesting areas of lapses
in policy formulation and implementation for the elderly population. Currently, there are no overt
programs and services for the elderly population in Nigeria because there has not yet been a policy for the
care of seniors in Nigeria. This paper will as well make advocacy for the establishment of some facilities
for the care of the elderly population in order to better the lot of this cadre of the Nigerian population.

CHAPTER THREE
RESEARCH METHODOLGY
3.0 Introduction
This section covers the methods used to address the objectives of the study. The section discusses
the research design, research population, sample size and sampling technique, the instrument for data
collection, the method of data analysis and the analytical software used for the study.
3.1 Research Design
This study adopted a survey research design, this was chosen based on the objectives of the study.
Survey method is one of the oldest research methods as averred by Kerlinger& Lee [2000]. It is the
process of collecting data from a population or a sample drawn from a population or with the purpose of
investing relative incidence, occurrence or inter relationship among the variables of natural phenomenal.
3.3 Population of the Study
Wimmer& Dominick (2006) defined population of a research study as a list of collection of
subjects, objects, Variables or concept in a defined environment. This could be a group or class of
variables, concept or phenomenal in a given study.
The population of this study covers residents in Ilorin metropolis. According to world population
review ([Link] -2024), the population of Ilorin is 1,063,713. There are three local
government areas in Ilorin via: Ilorin-East, Ilorin-West and Ilorin-South, the target population of this
study will be limited to residents in Ilorin-East local government. The total population of Ilorin-East local
government is 207,462 ([Link] -2024)
3.4 Sample Size and Sampling Technique
It can be reemphasized that, to study the entire population of a study may be cumbersome, time
consuming and of course very costly, hence a sample takes a fair portion as representative of the entire
population. According to Maduene, (2010), sample size implies a proportion which is taken as a
representative of the whole population and which conclusions are made on them based on the data which
they give and is taken to be peculiar to all members of the whole population.

n=N1+N(e)⌃2
Hence, the sample size of this study will determined by using Taro Yamane formula:

Where:
n= Sample size
N= Target population
1= constant

n=207,462 1+207,462 (0.1)⌃2

e=Margin error (0.1)

Using the above formula, the sample size of this study is 99.9 approximately 100. Therefore, the sample
size of this study is 100.
 Creswell (2012) stated that sampling technique is a method of selecting individual members or a
subset of the population to make statistical inferences from them and estimate the characteristics of the
whole population. This study adopts multi-stage sampling method.
At stage one, convenient sampling technique will be adopted to select two wards from the list of
twelve wards (Agbeyangi/Gbadamu/Osin, Gambari I, Balogun Gambari II, Ibagun, Apado, Iponrin,
Magaji Are I, Magaji Are II, Marafa/Pepele, Maya/Ile‐Apa, Oke Oyi/Oke Ose/Alalubosa, and Zango) in
Ilorin-East Local Government area. Hence, Oke Oyi/Oke Ose/Alalubosa, and Zango wards will be
selected.
At state two, stratified sampling system will be adopted to sample 50 respondents in each of the
two selected wards (Oke Oyi/Oke Ose/Alalubosa, and Zango) in Ilorin-East Local Government area.
Hence, a total of 100 respondents will be sampled in the selected wards.
3.5 Research Instrument
Questionnaire will be used as the research instrument and primary source of data in this study.
Saul Mcleod [2015] defined questionnaire as a research instrument consisting of a series of questions for
the purpose of gathering information from respondents. The questionnaire will be divided into three (3)
parts. Part A will conceptualize on introduction and familiarity of respondents to the topic understudy,
part B will sought the demographic profile of the respondents while part C will contain items designed to
obtain data on the research topic.
3.6 Reliability and Validity of the Instrument
In order to ensure that relevant items are contained in the questionnaires, extensive and relevant
literature will be consulted before instrument for data collection is constructed; this will be done in other
to ensure content validity of the instrument. A constructed questionnaire will be given to the project
supervisor for scrutiny. This is imperative in order to make sure that the data collection instrument has
face validity.
3.7 Method of Administration of the Instrument
The data for this research work will be collected through the administration of questionnaires to
respondents in the study areas. This instrument will be used to elicit demographic data for specific
questions for the study. To ensure accurate data collection, questionnaires will be administered by the
researcher to respondents in their various locations. The above instrument use will help in collecting
relevant data needed for this study.
3.8 Method of Data Analysis
Issa (2004) gives explanation on data analysis that the last segment of chapter three is developed
to explain how the research intends, analyzed and interpret the data that will accrue for the administration
of the respondents, that is, when data has been collected, how he intends to set out and analyzed the
collected data. The data obtain from the distributed questionnaires will be retrieved and analyzed using a
Scientific Package for Social Science (IBM SPSS- 23rdt edition) and will be shown using simple
percentage and cross tabulation table method of data presentation (chi-square -χ ). Furthermore, statistics
2

analysis will be adopted for the simplification of data gathering during field work to ease better
understanding of the study and the statistical relationship of the observed variables.