The effect of digital literacy on health service utilization through social media engagement: evidence from Malawi, Southern Africa

The reach of social media has helped patients and healthcare providers engage in a more trusted way. The study undertaken on a sample of 385 social media users seeking health-related information, encompassing 115 students, 173 professionals, 38 retired individuals, and 59 others. Data were collected through a structured questionnaire administered to local residents in community, university campuses, and outpatient waiting areas to assess digital literacy (proficiency in online health information, evaluation of digital skills, and frequency of internet use for health-related purposes), social media engagement (frequency of health-related posts, involvement in health groups/forums, and interaction metrics), and Health Services outcomes. Sample adequacy was validated with a coefficient above 0.80 alongside Bartlett’s test of sphericity ( p < 0.001), demonstrating its appropriateness for factor analysis. These results are consistent with the Technology Acceptance Model and Social Cognitive Theory, indicating that increased digital literacy boosts self-efficacy and perceived ease of use, resulting in improved online health-related engagement, which in turn enhances access to and satisfaction with health services. This research emphasizes that promoting digital literacy initiatives through online platforms can strengthen public health outcomes by enhancing social media engagement and improving access to healthcare services. The findings provide useful information for governments and healthcare organizations on how to use social media as a way to promote health and deliver services.