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Impact of Social Media Mental Health Influencers on Mental Health Help-Seeking Knowledge among Young Adults in Nigeria

Abstract

Mental health challenges are an important public health concern among young adults in Nigeria, while social media has increasingly become a source of health information and a platform for discussing psychological wellbeing. Social media mental health influencers may provide accessible information about mental health conditions, symptoms, coping strategies, available services, and the importance of seeking professional assistance. Their content may increase awareness and reduce stigma, particularly among young adults who frequently use digital platforms. However, the accuracy, credibility, and quality of information provided by influencers may vary, and exposure to misleading, stigmatizing, or oversimplified information may create misconceptions about mental health and appropriate help-seeking. Against this background, this study investigates the impact of social media mental health influencers on mental health help-seeking knowledge among young adults in Nigeria. The study will be anchored on Social Cognitive Theory, the Health Belief Model, and the Uses and Gratifications Theory. Social Cognitive Theory emphasizes observational learning, social modelling, self-efficacy, and repeated exposure to information as mechanisms through which social media influencers may shape knowledge and attitudes. The Health Belief Model explains how exposure to mental health information may influence perceptions of mental health problems, perceived benefits of seeking professional assistance, perceived barriers, and cues to action. The Uses and Gratifications Theory explains how young adults actively use social media to obtain information, interact with others, seek support, and satisfy personal health-information needs. Collectively, these theoretical perspectives provide a suitable framework for explaining how social media mental health influencers may influence mental health help-seeking knowledge among young adults in Nigeria. The study will adopt a quantitative analytical cross-sectional or quasi-experimental research design. The study population will comprise young adults aged 18–35 years who use social media platforms and reside in selected locations across Nigeria. A multistage sampling technique will be used to select states, local government areas, communities, institutions, workplaces, and eligible participants. Exposure to social media mental health influencers will be measured using indicators such as frequency of exposure to influencer content, duration of exposure, social media platforms used, frequency of following mental health influencers, types of mental health content viewed, engagement with influencer content, perceived credibility of influencers, professional qualifications of content creators, and exposure to mental health awareness and help-seeking messages. Mental health help-seeking knowledge will be assessed using indicators such as knowledge of available mental health services, awareness of appropriate sources of professional assistance, knowledge of when professional help is required, awareness of counselling and psychological services, knowledge of referral pathways, recognition of mental health warning signs requiring assistance, understanding of confidentiality, knowledge of emergency mental health resources, and awareness of appropriate responses to psychological distress. Data will be collected using structured questionnaires, validated mental health help-seeking knowledge instruments, and relevant social media exposure measures. Descriptive statistics will be used to summarize participants' demographic characteristics, social media usage patterns, exposure to mental health influencers, and levels of help-seeking knowledge. Inferential statistical techniques, including chi-square tests, correlation analysis, and logistic or multiple regression analysis where appropriate, will be used to determine the impact of social media mental health influencers on mental health help-seeking knowledge. Diagnostic tests will also be conducted to assess the reliability, validity, and robustness of the findings. The study is expected to find that exposure to credible and evidence-based social media mental health influencers has a significant positive impact on mental health help-seeking knowledge among young adults in Nigeria. Young adults who regularly encounter accurate mental health information from credible influencers are expected to demonstrate greater knowledge of available mental health services, appropriate sources of professional assistance, referral pathways, and circumstances requiring professional support compared with individuals with limited exposure. Influencer-led educational videos, personal experiences, awareness campaigns, discussions about stigma, and information about available mental health services may make help-seeking information more accessible and relatable to young adults. However, misinformation, self-diagnosis content, unqualified influencers, sensationalized discussions, commercial interests, and oversimplification of mental health conditions may reduce the quality of knowledge acquired from social media. The study therefore expects exposure to accurate, professionally informed, and responsible mental health influencer content to contribute significantly to improved mental health help-seeking knowledge among young adults in Nigeria. The study is expected to contribute to the literature on social media mental health influencers, mental health help-seeking knowledge, young adults, digital health education, social media health communication, mental health literacy, stigma reduction, and public health in Nigeria. The findings will provide useful information to the Federal Ministry of Health and Social Welfare, Federal Ministry of Education, public health practitioners, mental health professionals, psychologists, psychiatrists, counsellors, digital health educators, social media platforms, content creators, youth organizations, development partners, and policymakers regarding the responsible use of social media for mental health promotion. The study will also provide evidence-based recommendations for promoting accurate mental health information online, strengthening digital mental health literacy among young adults, encouraging collaboration between qualified mental health professionals and social media influencers, addressing misinformation, and developing responsible social-media-based mental health education and help-seeking initiatives across Nigeria.

Keywords: Social media mental health influencers, mental health help-seeking knowledge, young adults, social media, digital health education, mental health literacy, health communication, mental health promotion, help-seeking, Nigeria, public health.