Social Media’s Influence on Vaccine Hesitancy among Students of Higher Education Institutions in Cameroon: The Case of COVID-19 Vaccines

Individuals are increasingly using social media sites to disseminate messages about vaccines. The messages can stir either vaccine confidence or hesitancy. This research examines the role of social media messages on COVID-19 vaccine hesitancy in Fako Division, Southwest Region of Cameroon. The Agenda Setting Theory was used to support the body of literature. The study adopted a quantitative approach and the survey method. Data were collected from students at Biaka University, Tiko University, Higher Institute of Professional Studies, and final-year students in the Department of Journalism and Mass Communication, University of Buea. Findings revealed that social media messages have significantly enhanced students’ knowledge of COVID-19 vaccines. The result, t (df = 258) = -9.9, p p = 0.001), was statistically significant at a 0.05 level with a 95% confidence interval. Descriptively, 77.2% of the students affirmed that social media has enhanced their knowledge of COVID-19 vaccines. Equally, the results disclosed that social media messages have significantly influenced students’ attitudes toward COVID-19 vaccines, t (df = 258) = 9.6, p p = 0.001) and promoted vaccine-hesitant behaviour among students, t (df = 258) = 10.4, p p = 0.001). Furthermore, the students significantly (p = 0.001) affirmed that COVID-19 preventive measures like regular hand washing, use of hand sanitizers, wearing of face masks, and social distancing effectively mitigate the spread of the pandemic. To boost vaccine confidence and acceptance, the researchers recommend that the government of Cameroon should organise intensive COVID-19 health campaigns in Higher Learning Institutions to educate students on the importance of vaccines.