X Influencers as Informal Development Actors: Examining Their Role in Mental Health Engagement and Help-Seeking Behaviours Among UNN Students

Social media influencers are increasingly serving as informal development actors, shaping attitudes and behaviours around sensitive issues like mental health. This study examined the role of X influencers in mental health engagement and help-seeking behaviours among students of the University of Nigeria, Nsukka (UNN). Specifically, it sought to identify the X influencers UNN students engage with for mental health-related content, assess the level of their engagement with such content, and determine the influence of these influencers on students’ attitudes toward mental health support and professional help-seeking. Guided by Social Influence Theory, Uses and Gratifications Theory and Health Belief Model, the study adopted a survey research design, with a population of 35,130 UNN students and a sample size of 380 determined using the Australian Calculator. Data were collected using a questionnaire containing both structured Likert-scale items and unstructured questions, and analysed using frequency tables, percentages, mean averages, and standard deviations. Findings revealed that UNN students engage more with locally grounded Nigerian influencers, such as Hauwa Ojeifo and Aproko Doctor, than with foreign voices; that students demonstrate a moderate, mostly passive level of engagement with influencer-driven mental health content; and that while influencers positively shape awareness and openness, they exert limited influence in reducing stigma or strongly motivating professional help-seeking. Recommendations included strengthening partnerships between advocacy groups and Nigerian influencers, encouraging influencers to adopt more interactive strategies, and linking influencer content with university counselling services. The study concludes that influencers can complement but not replace professional support in tackling mental health issues.
Keywords:X influencers, informal development actors, mental health engagement, help-seeking behaviour, UNN students, social influence theory