International Journal of Sub-Saharan African Research (IJSSAR)

Background: Despite expanded immunisation efforts in Nigeria, measles, rubella, and polio remain significant public health challenges. Although digital media increasingly shape health communication and civic engagement, there is limited empirical evidence on how digital activism and citizen participation influence actual vaccine uptake during integrated vaccination campaigns.
Objective: This study investigated the influence of digital activism and citizen participation on vaccine uptake during the integrated measles-rubella and polio vaccination campaign in Port Harcourt City, Rivers State, Nigeria.
Method: The study employed a mixed-methods approach, combining a descriptive cross-sectional survey with qualitative interviews involving parents and guardians of vaccine-eligible children, digitally active citizens, and key stakeholders in Port Harcourt. Based on the Krejcie and Morgan sample size table, 384 respondents were proportionately selected using Bowley's allocation formula, while 10 key stakeholders were purposively selected for in-depth interviews. Data were collected using a structured questionnaire and semi-structured interview guide. Instrument validity was established through expert review, while methodological triangulation enhanced the credibility of the findings. Quantitative data were analysed using Weighted Mean Scores (WMS), whereas qualitative data were analysed thematically. Results: The findings revealed that social media platforms and digital influencers constituted the predominant forms of digital activism during the campaign. Citizen participation occurred mainly through online information sharing, with relatively limited offline engagement. Although digital activism increased awareness and enhanced public trust in the vaccination campaign, it had a limited effect on reducing vaccine hesitancy or directly increasing vaccine uptake. Religious beliefs and concerns about vaccine safety emerged as the principal factors influencing vaccination decisions.
Conclusion: The study concludes that digital activism alone is insufficient to improve vaccine uptake, as increased awareness and online engagement do not necessarily translate into behavioural change.
Unique Contribution: This study contributes to the health communication literature by identifying a disconnect between digital participation and actual vaccine uptake. It further reconceptualises digital activism as a pre-behavioural communication mechanism that facilitates awareness and engagement but requires complementary interpersonal interventions to achieve meaningful behavioural outcomes.
Key Recommendation: Public health vaccination campaigns should integrate digital mobilisation with trusted interpersonal communication delivered through religious leaders, community influencers, and healthcare workers to improve vaccine uptake and address vaccine hesitancy more effectively.