Modeling predictors of COVID-19 health behaviour adoption, sustenance and discontinuation among social media users in Nigeria

Verlumun Celestine Gever; Felix Olajide Talabi; Omowale Adelabu; Bernice O Sanusi; Joseph Moyinoluwa Talabi

doi:10.1016/j.tele.2021.101584

Modeling predictors of COVID-19 health behaviour adoption, sustenance and discontinuation among social media users in Nigeria

Telemat Inform. 2021 Jul:60:101584. doi: 10.1016/j.tele.2021.101584. Epub 2021 Feb 22.

Authors

Verlumun Celestine Gever¹, Felix Olajide Talabi², Omowale Adelabu², Bernice O Sanusi², Joseph Moyinoluwa Talabi³

Affiliations

¹ Department of Mass Communication, University of Nigeria, Nsukka, Nigeria.
² Department of Mass Communication, Redeemers' University, Ede, Osun State, Nigeria.
³ Department of Religions and Peace Studies, Lagos State University, Ojo, Nigeria.

Abstract

The aim of this study was to suggest a model that explains the predictors of COVID-19 health behaviour adoption, sustenance and discontinuation among social media users in Nigeria. Survey research design was used for the study. The sample size was made of 600 social media users with questionnaire as the instrument for data collection. The structural equation modeling (SEM) was utilized to analyse the result for the study. It was found that six variables-risk vulnerability, risk severity, barriers to action, benefits of action, self-efficacy, and cue to behaviour-predict COVID-19 health behaviour adoption. Also, two variables-risk vulnerability and risk severity-predict COVID-19 health behaviour sustenance. Finally, two variables-behaviour fatigue and behaviour discomfort-predict COVID-19 health behaviour discontinuation. The result of the current study has provided information that could guide health experts in dealing with the issue of behaviour fatigue and behaviour discomfort, which have been identified as responsible for health behaviour discontinuation. In addition, a model for predicting health behaviour adoption, sustenance and discontinuation has been suggested.

Keywords: Adoption; COVID-19; Discontinuation; Health behaviour; Social media; Sustenance.