Social Media Peer-Driven Communication on Cervical Cancer and HPV Vaccine Among Female Youth in Nigeria.

This study examined the relationship between social media peer communication and perception, knowledge, and attitude toward cervical cancer prevention among female youth aged 15 to 29 years in Kwara State, Nigeria. Anchored in the Health Belief Model, the study also investigated how youth engagement with posts on cervical cancer and Human Papillomavirus (HPV) influences their attitude about the vaccine. A quantitative cross-sectional survey was conducted among 379 female youth selected through a multi-stage stratified sampling technique from two public universities. Findings revealed a significant positive association between social media peer communication and cues to action, knowledge and perceived susceptibility, but vaccine uptake remains low (27.2%) due to stigma rooted in social perception that associates cervical cancer and HPV vaccine with sexual activity. These findings reinforce that awareness and knowledge of the HPV vaccine alone are insufficient in driving uptake. Public health campaigns should integrate social media peerdriven communications and peer influencer models that extend awareness and knowledge building to address social perceptions and stigma in their campaign efforts. Also, strategic peer advocacy can significantly complement traditional health education, creating a space where youth can learn directly from immediate peers, connect with like-minded individuals, and influence one another's attitudes towards a positive perception of the disease and vaccine uptake. Also, campaign messages should model HPV vaccination as socially acceptable, responsible and safe.