Predictors of Public Behaviour towards Social Media-Based Medical Crowdfunding in Nigeria: A Structural Equation Modelling Approach

Abstract

Background: The rising burden of out-of-pocket medical expenditures and the prevalence of unmet healthcare needs have driven the growth of social media-based medical crowdfunding in Nigeria. Despite the popularity of this alternative financing model, many campaigns fail to reach their targets, suggesting that outcomes depend on a complex array of social and psychological determinants.

Objective: This study investigates the significant predictors of public behaviour towards social media-based medical crowdfunding campaigns in Nigeria.

Methodology: Utilising an online survey design, data were collected from 1,035 social media users in Nigeria via snowball sampling. Structural Equation Modelling (SEM) was employed to test the relationships between perceived trust, knowledge, and behavioural intentions.

Results: The findings reveal that public behaviour towards medical crowdfunding is strongly predicted by perceived trust in the campaign, the fund seeker's perceived socio-economic status, and the donor’s specific knowledge of medical crowdfunding. Other significant predictors include the perceived severity of the patient's condition, general perceptions of online crowdfunding, prior unmet financial needs, and existing interpersonal relationships. Notably, the influence of knowledge and perception on behaviour is significantly moderated by perceived social presence.

Conclusion: Public engagement with social media-based medical crowdfunding in Nigeria is governed by specific socio-psychological factors. The efficacy of individual knowledge in driving donation behaviour largely depends on the level of social presence experienced in the digital environment.

Unique Contribution: The study advances a validated model that identifies the primary drivers of public behaviour in the Nigerian crowdfunding landscape, offering a theoretical framework for understanding alternative healthcare financing in developing economies.

Key Recommendation: Social media platforms and crowdfunding intermediaries should implement robust, transparent verification processes to authenticate fund seekers. Enhancing perceived trust and social presence is essential for improving campaign outcomes and ensuring the sustainability of this healthcare financing model.