Social Media and Covid-19 Campaigns: An Analysis of Audience Awareness and Perception of Covid-19 Messages on Twitter

Cite this article as: Abba M.M & Fika F.A. (2025). Social Media and Covid-19 Campaigns: An Analysis of Audience Awareness and Perception of Covid-19 Messages on Twitter. Zamfara International Journal of Humanities,3(3), 107-114. www.doi.org/10.36349/zamijoh.2025.v03i03.012

SOCIAL MEDIA AND COVID-19 CAMPAIGNS: AN ANALYSIS OF AUDIENCE AWARENESS AND PERCEPTION OF COVID-19 MESSAGES ON TWITTER

Murjanatu Mohammed Abba, PhD

Department of Mass Communication
Ahmadu Bello University, Zaria

And

Fatima Adamu Fika
Africa Blend and Infusions Limited
A13 Tsukunda House Central District Area, Abuja

Abstract: This study examines the role of Twitter in disseminating COVID-19 campaign messages and its impact on audience awareness and perception among Mass Communication students at Ahmadu Bello University, Zaria. Using a quantitative survey design, data was collected from 200 purposively selected students to assess their exposure to and perception of COVID-19 messages on Twitter. Findings reveal that Twitter was effective in raising awareness, with 43% of respondents frequently encountering COVID-19 messages. However, the perception of message clarity and credibility was mixed, with 27% of respondents reporting exposure to misinformation. The study concludes that while Twitter is a valuable tool for health communication, there is a need for simplified messaging, improved influencer partnerships, and stronger misinformation control. Recommendations include integrating digital literacy into educational curricula and leveraging multimedia content to enhance message clarity and engagement.

Keywords: Social Media, COVID-19 Campaigns, Audience Awareness, Audience Perception, Twitter

Introduction

The COVID-19 pandemic marked a significant shift in public health communication, with social media platforms like Twitter becoming central to information dissemination. In Nigeria, government agencies, health organizations, and individuals relied heavily on Twitter to share real-time updates, preventive measures, and public health advisories (Nwabueze, 2014). Twitter’s microblogging format allowed for rapid information sharing and public engagement, making it a critical tool during the pandemic (Okunna, 2002). However, the platform’s openness also facilitated the spread of misinformation, leading to public skepticism about the credibility of official messages (Okoro & Nwafor, 2013).

This study focuses on Mass Communication students at Ahmadu Bello University, Zaria, to explore how they were exposed to and perceived COVID-19 messages on Twitter. The study aims to answer the following research questions:

1.      What is the level of audience awareness of COVID-19 campaign messages on Twitter?

2.      How do students perceive the credibility and clarity of COVID-19 messages on Twitter?

3.      How often are the audiences exposed to the COVID-19 campaign messages on Twitter?

4.      To what extent is the COVID-19 information shared on Twitter being utilized?

By addressing these questions, the study seeks to provide insights into the effectiveness of Twitter as a platform for health communication during a global crisis and offer recommendations for improving future campaigns.

Aim and Objectives of the Study

The aim of this research is to analyze the level of audience awareness and perception of COVID-19 campaign messages on Twitter among Mass Communication students of Ahmadu Bello University, Zaria. The specific objectives are:

1.      To determine the level of audience awareness of COVID-19 campaign messages shared on Twitter.

2.      To assess the audience’s perception of the credibility and clarity of COVID-19 messages on Twitter.

3.      To evaluate the frequency of audience exposure to COVID-19 campaign messages on Twitter.

4.      To examine the extent to which COVID-19 information shared on Twitter is being utilized.

Literature Review

Preamble

This section reviews existing literature on the role of social media—particularly Twitter—in disseminating COVID-19 health campaigns and how audiences become aware of and perceived these messages. The literature review covers the conceptual framework, empirical studies, gaps in literature, and the theoretical foundation guiding the study.

Conceptual Review

Among social media platforms, Twitter’s real-time communication model made it particularly influential in the COVID-19 response (Banda et al., 2020). Through hashtags, retweets, and direct engagement with health authorities, Twitter users were exposed to a wide spectrum of COVID-19-related messages. However, Twitter’s openness also enabled the spread of unverified claims and conspiracy theories, which undermined the credibility of official health campaigns and contributed to public confusion (Ahmed et al., 2020).

Central to this study are the twin concepts of audience awareness and audience perception. Awareness refers to the extent to which audiences recognize and recall campaign messages, while perception encompasses how audiences interpret, evaluate, and respond to those messages (Kokolakis, 2020; Rovetta & Bhagavathula, 2020). Both awareness and perception are critical indicators of campaign effectiveness, influencing whether audiences embrace recommended preventive measures or dismiss messages as irrelevant or untrustworthy (Lwin et al., 2020).

The COVID-19 pandemic presented a unique context in which health communication had to compete with a surge of both credible information and misinformation, creating a challenging environment for fostering high awareness and positive perception. This study seeks to contribute to the understanding of how audiences, particularly students, became aware of and perceived COVID-19 campaign messages on Twitter, emphasizing the relationship between exposure, message evaluation, and eventual behavioral intent.

Empirical Review

Several empirical studies have explored how Twitter influenced audience awareness and perception of COVID-19 campaigns. Akpan et al. (2021) found that Nigerian students were highly aware of COVID-19 messages due to Twitter’s algorithmic promotion of pandemic-related content. However, the study showed that awareness did not always lead to behavioral change, highlighting the importance of audience perception. Mohammed et al. (2021) revealed that exposure to anti-mask narratives on Twitter contributed to negative perceptions, demonstrating how misinformation competes directly with official health messaging. Similarly, Lwin et al. (2020) found that tweets emphasizing COVID-19 severity and preventive actions were more effective at fostering positive perception than technical or neutral messages. Rovetta and Bhagavathula (2020) further emphasized that empathetic and urgent tones significantly improved perception compared to formal or detached messaging.

Other studies highlighted the importance of tailoring messages to specific audience needs and contexts. Weeks et al. (2021) found that culturally relevant messaging enhanced awareness and positive perception among indigenous communities, showing that campaigns must align with audience values and experiences. Khan et al. (2020) demonstrated that tweets using hashtags, trusted links, and visuals improved both awareness and perception, while Ahmed et al. (2020) showed that personalized, localized content increased trust among Saudi university students. Scannell et al. (2021) also found that tweets promoting social proof — such as showing peers adopting COVID-19 vaccines — improved perception, though persistent misinformation remained a barrier. Overall, the studies confirm that awareness alone is insufficient; fostering positive perception through clear, credible, and culturally relevant messaging is essential for effective health communication.

Gap in Literature

Despite these studies, several gaps persist:

1.      Most studies focused on general populations rather than specific subgroups like undergraduate students in Nigeria.

2.      Existing research emphasizes engagement metrics (likes, retweets) rather than exploring the cognitive processes behind awareness and perception.

3.      The combined influence of credible messaging and misinformation in shaping awareness and perception is underexplored.

4.      Little attention has been given to how Twitter-based campaigns interact with traditional media and interpersonal communication to shape awareness and perception.

Theoretical Framework – Uses and Gratifications Theory

This study is anchored in the Uses and Gratifications Theory (Katz, Blumler, & Gurevitch, 1974), which posits that audiences actively select media to fulfill specific needs, such as information, social interaction, and entertainment (Nwodu, 2006). During the COVID-19 pandemic, Mass Communication students turned to Twitter to satisfy their need for real-time updates and reliable information (Chukwu, 2018). The theory provides a useful framework for understanding how students engaged with COVID-19 messages on Twitter and the gratifications they derived from such engagement.

Katz, Blumler, and Gurevitch (1974) proposed Uses and Gratifications Theory (UGT), which posits that individuals actively seek media content to satisfy specific needs, such as information, social connection, and entertainment. In the context of COVID-19 campaigns, UGT suggests that Twitter users actively seek COVID-19 updates to satisfy their need for information, reassurance, and social engagement during the pandemic.

Limitations of the Theory

Uses and Gratification Theory assumes that audiences are always active and overlooks how Twitter algorithms expose users to content they do not intentionally seek. Furthermore, UGT does not account for how misinformation, distrust in institutions, and polarized discourse affect the processing of health information (Lwin et al., 2020).

Methodology

The research made use of Quantitative Survey method which covered an analysis of audience awareness and perception of Covid Campaign messages shared on twitter.

Research Design

The study employs a quantitative survey research design, which allows for the systematic collection of numerical data to analyze audience awareness and perception of COVID-19 campaign messages on Twitter (Creswell, 2014).

Population and Sampling

The population comprises undergraduate students in the Department of Mass Communication, Ahmadu Bello University, Zaria. These students were selected because of their high exposure to social media, particularly Twitter.

Sampling Technique and Sample Size

The study uses purposive sampling, which deliberately selects respondents who are Twitter users and thus likely to have been exposed to COVID-19 messages.

The sample size was calculated using SurveyMonkey’s calculator based on a population of 750 students, a 90% confidence level, and a 5% margin of error, yielding a sample size of 200 respondents.

Method of Data Collection

Data was collected using a structured questionnaire distributed via Google Forms. The questionnaire covered demographics, Twitter usage, awareness, and perception of COVID-19 messages.

Instrument Validity and Reliability

To ensure validity, a pilot study involving 20 students was conducted to refine the questionnaire.

Reliability was tested using the test-retest method, ensuring consistency in responses over time

Method of Data Analysis

Data was analyzed using SPSS, applying descriptive statistics (frequencies, percentages) and inferential statistics (correlation analysis) to explore relationships between awareness and perception.

Population and Sampling

The population for this study consisted of 750 undergraduate Mass Communication students at Ahmadu Bello University, Zaria. A sample of 200 students was selected using purposive sampling, focusing on students who were active Twitter users during the pandemic. The sample was stratified across all levels (100 to 400 levels) to ensure representation.

Data Collection Instrument

A structured online questionnaire was distributed via WhatsApp to collect data on the following:

1.      Frequency of Twitter use.

2.      Awareness of COVID-19 campaign messages.

3.      Perception of message credibility and clarity.

4.      Behavioral responses to health advisories.

Data Analysis

Data was analyzed using the Statistical Package for Social Sciences (SPSS), with findings presented in tables and percentages. The analysis focused on identifying patterns in audience awareness, perception, and behavioral changes resulting from exposure to COVID-19 messages on Twitter.

Findings and Discussion

Demographic Data

Variable	Frequency	Percentage
Male	97	48.5%
Female	103	51.5%
100level	49	24.5%
200level	50	25%
300level	51	25.5%
400level	50	25%

Interpretation: The demographic data shows a balanced representation of male (48.5%) and female (51.5%) respondents. The sample was evenly distributed across all academic levels, ensuring that the findings are representative of the entire student population. This balance is crucial for generalizing the results to the broader population of Mass Communication students at Ahmadu Bello University, Zaria.

Awareness of COVID-19 Messages

Frequency of exposure	Frequency	Percentage
Frequently	87	43.5%
Occasionally	76	38%
Rarely	37	18.5%

Interpretation: The data indicates that a significant majority of respondents (43.5%) frequently encountered COVID-19 messages on Twitter. This high level of exposure suggests that Twitter was an effective platform for disseminating COVID-19 information. However, 18.5% of respondents reported rarely encountering such messages, indicating that some students may have been less engaged with COVID-19 content on the platform. This finding aligns with the Uses and Gratifications Theory, which posits that individuals actively seek out media content that fulfills their needs. In this case, students who were more concerned about the pandemic were more likely to engage with COVID-19 messages on Twitter.

Perception of COVID-19 Messages

Perception statement	Frequency	Percentage
Informative & Educational	134	67%
Addressed Misconceptions	65	32.5%
Difficult to Understand	30	15%

Interpretation: Most respondents (67%) found COVID-19 messages on Twitter to be informative and educational, indicating that the platform was effective in conveying important health information. However, 15% of respondents found the messages difficult to understand, suggesting that some campaign content may have been too technical or complex for the average students. This finding underscores the need for simplified messaging in future health campaigns. Additionally, 32.5% of respondents felt that the messages addressed misconceptions about the virus, which is a positive indicator of the campaign’s effectiveness in combating misinformation.

Behavioral Impact

Behavior changes	Frequency	Percentage
Mask wearing	121	60.5%
Social Distancing	112	56%
Hand Washing	139	69.5%

Interpretation: The data reveals that exposure to COVID-19 messages on Twitter led to significant behavioral changes among respondents. The majority of students reported adopting preventive measures such as mask-wearing (60.5%), social distancing (56%), and hand washing (69.5%). These findings suggest that Twitter campaigns were effective in promoting health-protective behaviors. However, the relatively lower percentage for social distancing (56%) compared to hand washing (69.5%) may indicate that some students found it more challenging to maintain social distancing due to academic or social obligations.

Misinformation Encountered

Encountered Misinformation	Frequency	Percentage
Yes	54	27%
No	146	73%

Interpretation: A significant portion of respondents (27%) reported encountering misinformation about COVID-19 on Twitter. This finding highlights the challenges of using social media for health communication, as the platform’s openness can facilitate the spread of false information. The prevalence of misinformation may have contributed to the mixed perceptions of message credibility observed in the study. This aligns with previous research, which has shown that misinformation on social media can undermine public trust in official health messages (Gambo & Yusuf, 2020).

Conclusion and Recommendations

Conclusion  

The findings confirm that Twitter was an effective platform for raising awareness about COVID-19 and encouraging preventive behaviors among Mass Communication students. However, the prevalence of misinformation and overly technical messaging diminished the effectiveness of some campaigns. The study highlights the need for simplified messaging, improved influencer partnerships, and stronger misinformation control to enhance the impact of future health campaigns on social media.

Recommendations

1.      Simplify Messaging: Health agencies should draft messages using simple, everyday language to improve understanding and engagement.

2.      Visual & Multimedia Campaigns: Infographics, animations, and explainer videos should accompany text-based campaigns to enhance message clarity.

3.      Interactive Q&A Sessions: Health professionals should hold Twitter Spaces and interactive sessions to address public concerns and clarify doubts.

4.      Partnership with Influencers: Engaging trusted influencers can enhance campaign reach and credibility.

5.      Strengthen Misinformation Control: Collaborate with Twitter to flag misleading content and amplify verified accounts.

Reference

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