Cross-cultural dynamics: Social media and health information seeking behaviour among young adults in Cameroon

Introduction: The rapid growth of internet and smartphone use in Cameroon has made social media a significant source of health information for young adults, but the cross-cultural impact of this trend is under-researched, necessitating the development of culturally tailored health communication strategies. Methods: The study employed an online survey from October 2023 to June 2024, involving 151 Cameroonian youth aged 18-35. It aimed to identify factors associated with health information-seeking behavior and digital literacy using descriptive statistics and linear regression analyses. Results: This study reveals extensive digital platform usage among Cameroonian youth, with 87.5% actively using WhatsApp and 40.39% spending over five hours daily on social media. Health-related topics frequently sought include infectious diseases (59.4%), sexual and reproductive health (46.1%), and exercise and fitness (39.1%). Additionally, 74.17% of participants shared health-related information on social media. Regression analysis highlights the significant impact of cultural background on health information-seeking behaviour and digital literacy, with cultural factors influencing confidence in evaluating reliable health information (R2=0.2074, P<2.2e-16). Despite 24.5% of participants receiving formal training, 75.5% lacked digital health literacy training, emphasizing the need for targeted interventions. Conclusion: Cultural factors, such as traditional beliefs and religious values, are pivotal in shaping participants’ trust in and interpretation of health information shared on social media. This study emphasizes the need for culturally tailored digital health literacy initiatives to improve the accessibility and reliability of health information.