Journal of Public Administration, Policy and Governance Research

Frequency of Social Media Use and Health-Seeking Behaviour of Pregnant Women in Calabar Metropolis, Cross River State, Nigeria

Maternal HealthPregnant WomenHealth-Seeking BehaviourAntenatal Care UtilizationDigital Health CommunicationCalabar MetropolisOnline Pregnancy-Related Interactions
Nelly Matthew Egong,Ntongha Eni Ikpi,Matthew Mike Egong,Joseph Anthony Odama

Abstract

This study investigated the influence of participation in online pregnancy-related interactions on the health-seeking behaviour of pregnant women in Calabar Metropolis, Cross River State, Nigeria. Specifically, the study examined how engagement in online pregnancy forums, social media platforms, maternal health discussion groups, and other digital support networks influences antenatal care utilization, healthcare decision-making, maternal health awareness, and overall health-seeking behaviour among pregnant women. Extant literature were reviewed in line with online pregnancy-related interactions. The study was anchored on the Health Belief Model, which explains health-related actions based on individuals' perceptions of susceptibility, severity, benefits, barriers, and cues to action. A descriptive survey research design was adopted for the study. The target population comprised pregnant women attending antenatal clinics in selected healthcare facilities within Calabar Metropolis. Data were collected using a structured questionnaire administered to respondents selected through an appropriate sampling procedure. Descriptive statistics, including frequencies, percentages, mean scores, and standard deviation, were used to analyze the data, while inferential statistical techniques were employed to test the study hypothesis at the 0.05 level of significance. The findings revealed that participation in online pregnancy-related interactions significantly enhances maternal health awareness, promotes timely utilization of antenatal care services, improves knowledge of pregnancy danger signs, and positively influences healthcare-seeking decisions among pregnant women.  The study concludes that online pregnancy-related interactions constitute an important source of maternal health information and support, contributing significantly to improved health-seeking behaviour among pregnant women in Calabar Metropolis. The study recommended amongst others that: Healthcare institutions, maternal health professionals, and public health agencies should intensify the dissemination of accurate maternal health information through social media platforms in order to positively influence pregnant women who frequently use social media for health-related purposes. 

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Published Date

08/20/2026

Section

Articles

Pages

167-178

How to Cite

Egong, N.M., Ikpi, N.E., Egong, M.M., Odama, J.A. (2026). Frequency of Social Media Use and Health-Seeking Behaviour of Pregnant Women in Calabar Metropolis, Cross River State, Nigeria. Journal of Public Administration, Policy and Governance Research, 4(4), 167-178.