VISUAL STORYTELLING FOR REPRODUCTIVE HEALTH: INSTAGRAM'S INFLUENCE ON CONTRACEPTIVE BEHAVIOUR AMONG FEMALE UNDERGRADUATES IN FUOYE, EKITI STATE, NIGERIA

This study investigated how Instagram influences contraceptive awareness, perception, and acceptance among thefemale undergraduates of Federal University Oye-Ekiti. The objectives were to determine the extent of contraceptiveawareness gained through Instagram, examine the influence of Instagram on perceptions of contraceptives, ascertainwhether Instagram affects acceptance of contraceptive use, and identify which Instagram features most significantlycontribute to awareness and acceptance. The study adopted the survey research design, with a population of femaleundergraduates across five faculties.A sample of 392 respondents was drawn using purposive sampling and astructured questionnaire as the instrument. The hypotheses were tested using descriptive and inferential statistics asone-sample t-test, linear regression, Pearson correlation, and multiple regression. The study employed Framing Theoryand the Health Belief Model. The results showed that Instagram has a positive effect on contraceptive awareness (p <0.05) and a strong effect on perceptions (R = 0.914; R2 = 0.835). However, there was no notable effect in the use ofInstagram on acceptance, which indicates that awareness and positive perception do not necessarily mean adoptionbecause of socio-cultural forces. The study concluded that Instagram is a promising tool of health communication,especially in the development of awareness. The study recommended the need for strategic framing of thecontraceptive message with the engaging features and the complementary use of online and offline sensitization.