Journal of International Research in Medical and Pharmaceutical Sciences

Introduction: Antibiotic resistance (AR) is a major public health issue, with direct deaths totaling 1.27 million in 2019. Self-medication and lack of knowledge about AR are prevalent problems amongst university students in Nigeria, where social media serves as their primary means of getting health-related information. Limited evidence exists regarding the efficacy of social media interventions in improving awareness and attitudes towards AR in this population.

Objective: To assess the effect of exposure to social media campaigns on antibiotic resistance awareness and antibiotic use behaviors among undergraduate students of Kwara State University, Malete.

Methods: An online descriptive, cross-sectional study was conducted among 400 undergraduates from six selected faculties sampled using a multistage sampling technique. Data were collected using a validated, self-administered online questionnaire distributed via Google Forms, and analysis was conducted using SPSS version 26.0. Primary outcomes were perceived influence of social media on antibiotic use behavior and perceived effect of campaigns on AR awareness. Summary statistics was used to describe the results, and the association between sociodemographic factors and campaign effectiveness was determined using Pearson’s chi-square test. Multivariable logistic regression was used to identify independent predictors of perceived negative influence of social media on antibiotic use behavior and perceived positive effect of AMR campaigns. Tables were employed in presenting data and significance level was set at p-value <.05

Results: Majority (76.8%) of respondents knew of antibiotic resistance, but only 30.3% knew that bacteria develop resistance and not the human body. The majority (76.0%) engaged in self-treatment with antibiotics following exposure to information from social media, but 66.0% revealed that the information altered their attitudes towards the use of antibiotics. There was a high level of engagement in AR campaigns (67.5%), with short videos having the strongest influence on respondents (54.3%). The campaigns improved knowledge in 72.8% of students. Age, type of residence, and previous formal education were significantly associated with perceived behavioral influence of social media (p < .05). Age, faculty, and previous formal education were significantly associated with perceived beneficial effects of campaigns (p < .05). Students aged ≥24 years had 1.8 times higher odds of reporting both negative behavioral influence (AOR 1.82, 95% CI 1.15-2.89, p=0.011) and positive campaign effect (AOR = 1.61, p = .025) compared to younger students. Residing in on-campus hostels was associated with negative influence (AOR = 2.94, 95% CI 1.18–7.32, p = .020). Prior formal education on antibiotic use predicted both negative influence (AOR = 1.73, 95% CI 1.05–2.86, p = .032) and positive campaign effect (AOR = 1.57, 95% CI 1.01–2.45, p = .044). Students in Humanities and Social Sciences, Education, and Allied Health Sciences were more likely to perceive a positive campaign effect than those in Pure and Applied Sciences.

Conclusion: Social media has a dual role in influencing antibiotic use, including self-medication and the formation of positive behavioral intentions among undergraduates. Exposure to short video campaigns was independently associated with positive perceived effect, while prior formal education reduced the risk of negative behavioral influence. Engaging and focused campaigns involving short videos can be used to dispel misconceptions and create awareness. Universities need to include digital campaigns in antimicrobial stewardship to turn awareness into practice.