The Role of Social Media in Enhancing Healthcare Access: a Study of Twitter Campaigns for Crowdfunding Medical Bills

Student: Emmanuella Amakonze (Project, 2025)
Department of Mass Communication
Federal Polytechnic, Nasarawa, Nasarawa State

Abstract

ABSTRACT
This study examines the role of social media in enhancing healthcare access, with a focus on Twitter campaigns for crowdfunding medical bills. In recent years, social media has emerged as a powerful toolforfundraising, allowing individuals to solicit financial supportfor medical expenses from a global audience. The study explores the effectiveness of Twitter-based crowdfunding, the factors influencing donor engagement, and the challenges associated with thisform ofhealthcare financing. Using a survey research design, data was collectedfrom 187 respondents to assess awareness, participation, and the impact of social media in medical crowdfunding. Findings indicate that trust, transparency, emotional appeal, and influencer endorsements significantly impact the success ofcrowdfunding campaigns. The study concludes that while Twitter plays a crucial role in facilitating medical crowdfunding, challenges such as fraud, donor fatigue, and limited reach still exist. Based on these findings, recommendations are provided to enhance the effectiveness of social media crowdfunding, including improved verification mechanisms and greater institutional involvement.

Keywords
social media enhancing healthcare access twitter campaigns crowdfunding medical bills
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