Peer knowledge sharing on social media: investigating antibiotic overuse by poultry farmers in Zambia
Samuel Munalula Munjita, Chisoni Mumba · PAMJ - One Health · 2025
Small-scale farmers often rely on online social media platforms for information and support, where the quality and accuracy of shared knowledge can vary widely. This study investigated peer-to-peer knowledge-sharing practices about antibiotics and potential overuse among small-scale poultry farmers on a Zambian Facebook group, focusing on how farmers communicate, diagnose, and address poultry health issues. The research involved qualitative analysis of posts and comments posted in the Poultry Farming in Zambia Facebook group. Themes were identified through content analysis of the discussions, highlighting communication patterns, diagnostic approaches, management practices, and antibiotic usage. A total of 200 posts and several comments were analyzed. Five themes emerged from the analysis highlighting non-engaging communication among farmers, with significant knowledge gaps and little correction or enhancement of responses. Farmers frequently used visual symptoms for diagnosis, though this method was often insufficient for accurate treatment while health management practices were largely reactive, with farmers seeking immediate solutions during crises rather than employing preventive measures. There was a heavy reliance on self-prescribed antibiotics, with multiple antibiotics often used without proper diagnosis - even antibiotics which are highly critical for human health. The findings underscore the need for better education on poultry health management and the risks of indiscriminate antibiotic use, which can contribute to antibiotic resistance. Improved access to veterinary services and resources is essential for enhancing poultry health practices.