Emmanuel Olamijuwon , University of St Andrews
Clifford O. Odimegwu, University of the Witwatersrand
Despite the rapid usage of social media platforms such as Facebook, Twitter and others, it’s potential for communicating sexual health information remains understudied on the African continent. Till today, it remains unclear whether young adults would use social media to access sexual health information and the factors that predict their use. This study is situated within the unified theory of acceptance and use of technology to contribute to what is known in the body of knowledge. In line with the theory, we argue that young African adults will use social media to access sexual health information if they believe that it will enhance their sexual and reproductive health and rights; free effort; and if important people believe that they should use it. Data for the study is obtained from 1,972 young African adults who participated in an online survey from August to October. A structural equation model with one endogenous variable and multiple exogenous variables adapted from the UTAUT model will be fitted to answer the main research question of the study. The fitness of the final model was also assessed based on standard fit statistics. The findings of this study could inform the design and implementation of social media and health policy in achieving improvements in the sexual and reproductive health of young adults in Africa.
Presented in Session 107. Flash Session Fertility, Family and the Life Course