Understanding Nigerian Students’ Reactions to AI-Driven Health Advertising on Social Media

This qualitative study examined how Nigerian university students make sense of AI-generated health advertising on Instagram and TikTok. Using purposive sampling, twelve students took part in online semi-structured interviews. Thematic analysis showed three consistent patterns. First, most students quickly recognised synthetic cues by stacking signals such as flat vocal timbre, repeated avatars, and micro-expression gaps. Secondly, engagement depended less on polish and more on cultural fit. Local voice, humour, everyday Nigerian settings, and clear naming of institutions held attention, while foreign voice-overs and generic stock scenes triggered doubt. Thirdly, intention to act followed credibility checks. Students shared, clicked, or visited clinics only when posts linked to verifiable sources such as known hospitals, NGOs, or government handles. These findings align with the Elaboration Likelihood Model: in a high-stakes health context, students adopt central processing and test arguments before they move. We conclude that trust, cultural resonance, and traceable provenance are necessary bridges from attention to behaviour. We recommend co-branding with verified health institutions, systematic cultural localisation of creative assets, and campus-level AI literacy to support responsible engagement. The study contributes a Nigeria-specific account of youth verification practices that refine ELM for AI-mediated health persuasion.