Types of Social Media Platforms Utilized by undergraduate students in Mitigating Substance Abuse Among Universities Students in Kenya
DOI:
https://doi.org/10.55077/edithcowanjournalofstrategicmanagement.v10i2.154Keywords:
Substance abuse mitigation, healthcare practitioners, Undergraduate students, Instagram Facebook YouTube LinkedIn WhatsApp Channels Reddit TikTokAbstract
Purpose: This study examined the types of social media platforms utilized by healthcare practitioners to mitigate substance abuse among universities in Kiambu County, Kenya.
Methodology: A mixed-methods approach under a positivist research philosophy was employed, integrating quantitative and qualitative techniques for a comprehensive analysis. The study targeted 41,897 undergraduate students from Jomo Kenyatta University of Agriculture and Technology (JKUAT), Mount Kenya University, and Kenyatta University, along with six purposively selected healthcare practitioners for expert insights. Stratified random sampling yielded a student sample of 384, proportionally allocated across the three universities. Data collection instruments were pre-tested at the University of Nairobi Main Campus for reliability and validity. Quantitative data were analyzed using descriptive statistics (means, frequencies, standard deviations, and medians) and inferential techniques, including correlation analysis, Chi-square tests, and binary logistic regression to examine relationships and causal effects. Qualitative data from open-ended responses were analyzed thematically, with findings presented using tables, charts, diagrams, and thematic summaries to illustrate patterns and influences of social media use and substance-related content.
Results: Inferential analysis revealed that Instagram users were more likely to engage with substance-related content compared to Facebook users (β = 0.8924, p = 0.0039), while Twitter users also showed a positive association (β = 0.7381, p = 0.0262). YouTube’s association was negative but non-significant (β = -0.2974, p = 0.3644). LinkedIn users who perceived substance-related content on the platform were less likely to engage (β = -1.0345, p = 0.0026), with neutral users also showing a negative effect (β = -0.6782, p = 0.0319). Occasional WhatsApp group participation was positively associated with engagement (β = 0.8753, p = 0.0156), while frequent participation was not significant. Perceived effectiveness of Facebook showed significant negative associations, with moderate (β = -0.8932, p = 0.0134) and high effectiveness (β = -1.2418, p = 0.0015) linked to lower engagement.
Unique Contribution: The study advances theory by linking social cognitive principles to online behavior, informs policy on platform-specific interventions and content regulation, and guides practitioners in designing targeted, interactive campaigns to enhance substance abuse prevention among students.
References
Addiction Center. (n.d.). (2024). Social media and teen drug use: Understanding the impact of social media on substance abuse. Addiction Center. Retrieved October 9, 2024, from https://www.addictioncenter.com/community/social-media-teen-drug-use/
Adebowale, T., et al. (2020). "Social Media Influence on Substance Use Among Adolescents." Journal of Substance Abuse Treatment, 113.
Armitage, C. J., & Conner, M. (2001). Efficacy of the Theory of Planned Behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471-499. https://doi.org/10.1348/014466601164939
Austin, E. W., Borah, P., Austin, B. W., Smith, C. L., Amram, O., Domgaard, S., ... & Willoughby, J. F. (2024). Media literacy’s role in the mitigation of disinformation effects on substance misuse. Journal of substance use, 29(4), 517-523.
Barati, M., Bashirian, S., Jormand, H., Babamiri, M., & Rezapur-Shahkolai, F. (2022). Can substance abuse media literacy increase the prediction of drug use in students? BMC Psychology, 10(1), 1-15. https://doi.org/10.1186/s40359-022-00860-2
Basch, C. H., Hillyer, G. C., & Meleo-Erwin, Z. C. (2022). "It’s a TikTok thing": Exploring the prevalence of substance use content on TikTok. Public Health, 205, 96–101. https://doi.org/10.1016/j.puhe.2022.01.005
Baumann, E., Czerwinski, F., Reifegerste, D., & Rosset, M. (2021). Health information-seeking on Facebook: A survey on the use and perceived effectiveness of health-related social media. Health Informatics Journal, 27(1), 146–160. https://doi.org/10.1177/1460458221994886
Bonar, E. E., Schneeberger, D. M., Bourque, C., Bauermeister, J. A., Young, S. D., Blow, F. C., ... & Walton, M. A. (2020). Social media interventions for risky drinking among adolescents and emerging adults: protocol for a randomized controlled trial. JMIR Research Protocols, 9(5), e16688. https://doi.org/10.2196/16688
Bonar, E.E., et al. (2020). "Social Media Use and Substance Use Among Young Adults." Substance Use & Misuse, 55(4), 593-601.
Bonfiglio, N. S., Mascia, M. L., Cataudella, S., & Penna, M. P. (2022). Digital Help for Substance Users (SU): A Systematic Review. International Journal of Environmental Research and Public Health, 19(18), 11309. https://doi.org/10.3390/ijerph191811309
Boniel-Nissim, M., van den Eijnden, R. J., Furstova, J., Marino, C., Lahti, H., Inchley, J., ... & Badura, P. (2022). International perspectives on social media use among adolescents: Implications for mental and social well-being and substance use. Computers in Human Behavior, 129, 107144.
Borges do Nascimento, I. J., Abdulazeem, H., Vasanthan, L. T., Martinez, E. Z., Zucoloto, M. L., Østengaard, L., ... & Novillo-Ortiz, D. (2023). Barriers and facilitators to utilizing digital health technologies by healthcare professionals. NPJ digital medicine, 6(1), 161.
Brown, J., Smith, A., & Davis, K. (2023). The impact of social media on drug use awareness. Journal of Substance Abuse Prevention, 45(2), 123-145.
Brunborg, G. S., & Andreas, J. B. (2019). Increase in time spent on social media is associated with a modest increase in depression, conduct problems, and episodic heavy drinking. Journal of Adolescence, 74(1), 201–209. https://doi.org/10.1016/j.adolescence.2019.06.013
Burke, S. A., Mahoney, A., Akhtar, A., & Hammer, A. (2022). Public Perspective on the Negative Impacts of Substance Use-Related Social Media Content on Adolescents: A Survey. Open Journal of Psychology, 21(2), 159–168. https://doi.org/10.1016/j.colegn.2014.04.002
Chang, C. M., Hsieh, H. H., Liao, L. A., Huang, H. C., & Lin, B. C. (2022). Teaching Evolution: The Use of Social Networking Sites. Sustainability, 14(3), 15-21. https://doi.org/10.3390/su14031521
Chang, Y., et al. (2022). "The Role of Social Media in Drug Prevention Programs." Addictive Behaviors Reports, 15.
Chen, R., & Zhang, T. (2024). Peer influence on substance use behaviors among adolescents on social media: A longitudinal study. Addictive Behaviors Reports, 12, 100-110.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). Sage Publications.
Das, J. K., Salam, R. A., Arshad, A., Finkelstein, Y., & Bhutta, Z. A. (2016). Interventions for adolescent substance abuse: An overview of systematic reviews. Journal of Adolescent Health, 59(4), S61-S75. https://doi.org/10.1016/j.jadohealth.2016.06.021
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340. https://doi.org/10.2307/249008
Davis, K. (2023). Social media platforms and their role in drug awareness among university students. Educational Research Review, 32(1), 76-89.
De Lima, D. P., Gerosa, M. A., Conte, T. U., & de M. Netto, J. F. (2019). What to expect, and how to improve online discussion forums: the instructors’ perspective. Journal of Internet Services and Applications, 10(1), 1-15. https://doi.org/10.1186/s13174-019-0120-0
Dhiman, D. B. (2023). Key issues and new challenges in new media technology in 2023: A critical review. Journal of Media & Management, 5(1), 1-4.
Dick, S., Whelan, E., Davoren, M. P., Dockray, S., Heavin, C., Linehan, C., & Byrne, M. (2019). A systematic review of the effectiveness of digital interventions for illicit substance misuse harm reduction in third-level students. BMC Public Health, 19(1), 1-11. https://doi.org/10.1186/s12889-019-7583-6
Doyle, L., McCabe, C., Keogh, B., Brady, A., & McCann, M. (2020). An overview of the qualitative descriptive design within nursing research. Journal of research in nursing, 25(5), 443-455.
Ebrahim, J., Adams, J., & Demant, D. (2024). Substance use among young people in sub Saharan Africa: A systematic review and meta analysis. Frontiers in Psychiatry. https://doi.org/10.3389/fpsyt.2024.1328318
Evans, W., Andrade, E., Pratt, M., Mottern, A., Chavez, S., Calzetta-Raymond, A., & Gu, J. (2020). Peer-to-peer social media as an effective prevention strategy: quasi-experimental evaluation. JMIR mHealth and uHealth, 8(5), e16207. https://doi.org/10.2196/16207
Farsi, D., Martinez-Menchaca, H. R., Ahmed, M., & Farsi, N. (2022). Social media and health care (Part II): narrative review of social media use by patients. Journal of Medical Internet Research, 24(1), e30379.
Garcia, S., & Santos, E. (2023). The effectiveness of media sharing platforms for anti-drug campaigns targeted at adolescents. Substance Use & Misuse, 58(6), 789-802.
Gershon, R. A. (2024). Digital media and innovation: Management and design strategies in communication. Routledge.
Glik, D., Drury, A., & Prelip, M. (2020). YouTube as a source of health information: The case of substance use education. Journal of Medical Internet Research, 22(10), e15685. https://doi.org/10.2196/15685
Gough, A., Hunter, R. F., Ajao, O., Jurek, A., & McKeown, G. (2021). Tweet for behavior change: Using social media for the dissemination of public health messages. JMIR Public Health and Surveillance, 7(1), e19322. https://doi.org/10.2196/19322
Hanson, G. R., Venturelli, P. J., & Platteborze, P. (2024). Drugs and society. Jones & Bartlett Learning.
Hossan, D., Dato’Mansor, Z., & Jaharuddin, N. S. (2023). Research population and sampling in a quantitative study. International Journal of Business and Technopreneurship (IJBT), 13(3), 209-222.
Hunter, R. F., de la Haye, K., Murray, J. M., Badham, J., Valente, T. W., Clarke, M., & Kee, F. (2019). Social network interventions for health behaviours and outcomes: A systematic review and meta-analysis. PLoS medicine, 16(9), e1002890. https://doi.org/10.1371/journal.pmed.1002890
Iliyasu, R., & Etikan, I. (2021). Comparison of quota sampling and stratified random sampling. Biom. Biostat. Int. J. Rev, 10(1), 24-27.
Jeyaraman, M., Ramasubramanian, S., Kumar, S., Jeyaraman, N., Selvaraj, P., Nallakumarasamy, A., ... & Yadav, S. (2023). Multifaceted role of social media in healthcare: opportunities, challenges, and the need for quality control. Cureus, 15(5).
Kallu, S. A., Kebede, N., Kassa, T., Wubaye, A. M., Kainga, H., Mekonnen, H., & Simuunza, M. C. (2024). Knowledge, Attitudes, Practices, and Risk Perception of Antimicrobial Use and Antimicrobial Resistance Among Dairy Farm Owners/Workers in Addis Ababa, Ethiopia. Infection and Drug Resistance, 1839-1861.
Kibera, L., Otieno, P., & Mwangi, J. (2023). Substance abuse among university students in Kenya: A cross-sectional study. Journal of Substance Use, 28(1), 45-52. https://doi.org/10.1080/14659891.2023.1234567
Kiburi, S. K., Paruk, S., & Chiliza, B. (2024). Acceptability and attitude towards use of digital interventions in substance use disorders psychosocial treatment: A study of healthcare providers at a Methadone Clinic in Kenya. African Journal of Alcohol and Drug Abuse, 11(1).ajada.nacada.go.ke+1African Journals Online+1
Kilonzo, M., & Ndetei, D.M. (2020). "Harm Reduction Strategies Among Young Adults." International Journal on Drug Policy, 77.
Kvålseth, T. O. (1989). Note on Cohen's kappa. Psychological Reports, 65(1), 223-226.
Laestadius, L. I., & Wahl, M. M. (2021). Mobilizing Instagram for health promotion: A content analysis of substance use posts. Health Education & Behavior, 48(3), 334–343. https://doi.org/10.1177/1090198120974969
Lamy, F., et al. (2020). "Understanding Substance Abuse Risks in Youth." Youth & Society, 52(5), 763-783.
Li, J., Xu, L., & Wang, Y. (2024). The role of social media platforms in influencing youth behavior concerning substance use. Journal of Youth Studies, 27(3), 456-472.
Lipschultz, J. H. (2023). Social media communication: Concepts, practices, data, law, and ethics. Routledge.
Liu, Y., Lu, X., Zhao, G., Li, C., & Shi, J. (2022). Adoption of mobile health services using the unified theory of acceptance and use of technology model: Self-efficacy and privacy concerns. Frontiers in Psychology, 13(9), 1-20. https://doi.org/10.3389%2Ffpsyg.2022.944976
Madio, L., & Quinn, M. (2024). Content moderation and advertising on social media platforms. Journal of Economics & Management Strategy. 34(2), 342-367.
McKay, J. R., Lynch, K. G., & Shepard, D. S. (2019). Design and analysis issues in randomized clinical trials of online peer-delivered support interventions for adults with substance use disorders. Drug and Alcohol Dependence, 204, 107594. https://doi.org/10.7326/m20-1141
Momani, A. M. (2020). The unified theory of acceptance and use of technology: A new approach in technology acceptance. International Journal of Sociotechnology and Knowledge Development, 12(3), 79-98. http://dx.doi.org/10.4018/IJSKD.2020070105
Montag, C., Diefenbach, S., & Becker, B. (2021). A psychological perspective on the use of social media platforms. Frontiers in Psychology, 12, 640963. https://doi.org/10.3389/fpsyg.2021.640963
Munyira, I., & Mrewa, J. (2025). Enhancing technology in counselling university students on drug and substance abuse. Journal of Humanities, Educational Technology and Innovation, 1(1).pubs.ufs.ac.za
Musyoka, C. M., Mbwayo, A., Donovan, D. M., & Mathai, M. (2023). Student peer mentoring: Feasibility and acceptability of mHealth-based tool for alcohol and substance abuse prevention by peer mentors at a university in Kenya. University of Nairobi.
Musyoka, C. M., Mbwayo, A., Donovan, D., & Mathai, M. (2020). Alcohol and substance use among first-year students at the University of Nairobi, Kenya: Prevalence and patterns. PLOS one, 15(8), e0238170. https://doi.org/10.1371/journal.pone.0238170
Mutai, C., Egunjobi, J. P., Ombachi, N., & Simiyu, R. (2024). Innovations and opportunities in social media for management of drug and substance abuse in selected informal settlements of Nairobi County, Kenya. African Journal of Alcohol and Drug Abuse, 11(1).ajada.nacada.go.ke
Mutuku, E., & Ngure, P. (2019). Role of social media in drug abuse prevention and treatment in Kenya. African Journal of Drug and Alcohol Studies, 18(1), 1-10. https://doi.org/10.1016/s0140-6736(14)60973-9
NACADA. (2022). NACADA Quarterly. Interior CAS Roots for Continuous Review of Supply Suppression Strategies. https://nacada.go.ke/sites/default/files/2022-04/NACADA%20Quarterly%20-%20March%202022_2.pdf
NACADA. (2023). National survey on drug abuse in Kenya. National Authority for the Campaign Against Alcohol and Drug Abuse.Owino, M., & Ndunda, E. (2023). Patterns of substance use among first-year university students in Kenya. East African Medical Journal, 100(2), 123-130. https://doi.org/10.4314/eamj.v100i2.12
Naslund, J. A., Aschbrenner, K. A., Marsch, L. A., & Bartels, S. J. (2020). The future of mental health care: Peer-to-peer support and social media. Epidemiology and Psychiatric Sciences, 29, e90. https://doi.org/10.1017/S2045796020000464
National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA). (2023). Status of drug and substance abuse among university students in Kenya. Nairobi: NACADA.
Nesi, J. (2020). "Social Media Use and Mental Health Among Adolescents." Current Opinion in Psychology, 32.
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches (7th ed.). Pearson.
Ngure, J., Omulema, B., Ngure, P., & Chepchieng, M. (2021). Substance Use, Emerging Substances, and Polydrug Use among Undergraduate Students in Universities in Kenya. African Journal of Alcohol and Drug Abuse (AJADA), 92-104.
Nzau, M.N. (2021). "The Impact of Social Media on Young Adults' Health Decisions." Health Communication, 36(6), 648-655.
Ochieng, C. (2023). The impact of social media campaigns on substance abuse awareness among Kenyan youth. International Journal of Substance Abuse Research, 15(2), 123-140.
Oduor, J. A., Mwithi, F., & Yieke, F. (2024). An assessment of undergraduate students’ perceptions of communication platforms and content used in communicating drugs and substance abuse: The case of Laikipia University in Kenya. Journal of the Kenya National Commission for UNESCO, 4(2).African Journals Online+1journals.unesco.go.ke+1
Oduor, J., et al. (2018). "Social Media's Role in Substance Abuse Awareness." African Journal of Drug & Alcohol Studies, 17(1), 1-10.
Ohara, M. R. (2023). The role of social media in educational communication management. Journal of Contemporary Administration and Management (ADMAN), 1(2), 70-76.
Oino, P., & Obare, E. (2022). The Culture of Drug Abuse and Substance Use as a determinant of Health Outcomes among Students in Kenya's public Universities. African Journal of Alcohol & Drug Abuse. 7(2), 54-65. Nacada.go.ke
Oko-Epelle, L., Komolafe, O. E., Olawunmi, B., & Alade, K. (2025). Effectiveness of the use of social media for drug abuse sensitisation among university undergraduates in Nigeria. Journal of Mass Communication Research, 12(1), 45-60.
Omulema, E. N., Musyoka, C. M., & Kibera, L. W. (2021). Prevalence and factors associated with substance use among undergraduate students in Kenya: A cross-sectional study. African Journal of Health Sciences, 34(2), 123-132.
O'Toole, G. (2024). Communication-E-Book: Core Interpersonal Skills for Healthcare Professionals. Elsevier Health Sciences.
Pérez‐Jardón, A., López‐Durán, A., Somoza‐Martín, M., Barba‐Montero, C., Blanco‐Carrión, A., Chamorro‐Petronacci, C., & Pérez‐Sayáns, M. (2023). Drug use, risk perceptions, and attitudes towards drug use amongst medical and dentistry students. European journal of dental education, 27(4), 918-927.
Rouidi, M., Abd Elmajid, E., Hamdoune, A., Choujtani, K., & Chati, A. (2022). TAM-UTAUT and the acceptance of remote healthcare technologies by healthcare professionals: A systematic review. Informatics in Medicine Unlocked, 101008. https://doi.org/10.1016/j.imu.2022.101008
Rutherford, B. N., Lim, C. C., Johnson, B., Cheng, B., Chung, J., Huang, S., ... & Chan, G. C. (2023). # TurntTrending: a systematic review of substance use portrayals on social media platforms. Addiction, 118(2), 206-217. https://doi.org/10.1111/add.16020
Schoeppe, S., Alley, S., Rebar, A. L., Hayman, M., Bray, N. A., & Duncan, M. J. (2020). Digital health interventions for behavior change in youth: A systematic review and meta-analysis. Preventive Medicine, 132, 105998. https://doi.org/10.1016/j.ypmed.2019.105998
Scientific Reports. (2025). Global burden of substance use disorders in adolescents and young adults aged 10–24 years from 1990 to 2021. Scientific Reports. https://www.nature.com/articles/s41598-025-11266-6
Segun-Falade, O. D., Osundare, O. S., Kedi, W. E., Okeleke, P. A., Ijomah, T. I., & Abdul-Azeez, O. Y. (2024). Developing cross-platform software applications to enhance compatibility across devices and systems. Computer Science & IT Research Journal, 5(8), 2040-2061.
Siedlecki, S. L. (2020). Understanding descriptive research designs and methods. Clinical Nurse Specialist, 34(1), 8-12. https://doi.org/10.1097/nur.0000000000000493
Sjögren, F., et al. (2024). Substance Abuse Treatment, Prevention, and Policy, https://substanceabusepolicy.biomedcentral.com/articles/10.1186/s13011-024-00618-6
Smith, E. R., Hodgkin, K., & Young, N. (2022). Student transitions to university in Wales: A mixed-method study of the enablers and barriers of first-year engagement. International Journal of Educational Research Open, 3, 100216.
Sweeney, M. M., et al. (2022). Journal of Primary Care & Community Health, https://journals.sagepub.com/doi/10.1177/11782218221118462
Tamilmani, K., Rana, N. P., Wamba, S. F., & Dwivedi, R. (2021). The extended Unified Theory of Acceptance and Use of Technology (UTAUT2): A systematic literature review and theory evaluation. International Journal of Information Management, 57(1), 1-40. http://hdl.handle.net/10454/18159
Tully, L. M., Bucci, S., & Berry, N. (2021). Exploring the use of WhatsApp for youth mental health support: A scoping review. JMIR Mental Health, 8(9), e27776. https://doi.org/10.2196/27776
Van Der Sanden, R., et al. (2021). Social media and drug use: A systematic review. International Journal of Drug Policy, 90, 103-110.
Vannucci, A., Simpson, E. G., Gagnon, S., & Ohannessian, C. M. (2020). Social media use and risky behaviors in adolescents: A meta-analysis. Journal of Adolescence, 79(1), 258-274. https://doi.org/10.1016/j.adolescence.2020.01.014
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 425-478. https://doi.org/10.2307/30036540
Weitzman, E.R., & Lee, J.K.J. (2020). "Substance Use Among College Students: The Role of Social Norms." Journal of American College Health, 68(7), 743-751.
Wheeler, H. C., & Root‐Bernstein, M. (2020). Informing decision‐making with Indigenous and local knowledge and science. Journal of Applied Ecology, 57(9), 1634-1643.
Zahrai, K., Veer, E., Ballantine, P. W., de Vries, H. P., & Prayag, G. (2022). Either you control social media or social media controls you: Understanding the impact of self‐control on excessive social media use from the dual‐system perspective. Journal of Consumer Affairs, 56(2), 806-848.
Zaineldeen, S., Hongbo, L., Koffi, A. L., & Hassan, B. M. A. (2020). Technology acceptance model'concepts, contribution, limitation, and adoption in education. Universal Journal of Educational Research, 8(11), 5061-5071. https://doi.org/10.13189/ujer.2020.081106
