JMIR Publications

ABSTRACT

Background:

Nipah virus (NiV) infection is considered one of the most deadly infectious diseases with a case fatality rate of approximately 71%. In Bangladesh, the primary risk factor for Nipah Virus (NiV) infection is the consumption of raw date palm sap (DPS) contaminated with excreta from fruit bats (i.e., Pteropodidae family). Recently, the increasing use of social media among Bangladeshi youth has enabled business groups to advertise and sell raw DPS widely. This increased access, mixed with young people perceiving consumption of raw DPS as an ‘adventurous event’, may facilitate an increased incidence of NiV infection.

Objective:

We aimed to explore and document data from social media regarding raw DPS advertisements and consumption. Furthermore, we aimed to explore the commercial distribution of raw DPS across the country.

Methods:

The data were retrieved from common social media platforms used in Bangladesh, including Facebook and YouTube, between 10 November 2023 and 31 January 2024. We considered the dates to capture public opinions, discussions, and reported incidents during the peak harvesting and consumption season of date palm sap (DPS). Although DPS harvesting may continue until March, early monitoring is essential for identifying emerging concerns related to Nipah virus transmission. Variables extracted included post dates, times, source locations, types of sources and posts, provider details, post descriptions, user reactions, views, comments, and shares. Particular emphasis was placed on identifying the districts of both DPS suppliers and recipients. We used QGIS and Stata v15 for analyzing geographical and statistical data, respectively.

Results:

A large number (64.93%) of 556 social media posts were advertisements promoting raw DPS. Few (1.80%) DPS-related posts were associated with raising awareness of DPS consumption and NiV infection. In total, 473,724 people interacted with the social media posts. The identification of supplier and recipient districts revealed the 14 source districts of raw DPS. Most raw DPS was distributed from Rajshahi, Naogaon, Rajbari, and Faridpur, which are among the most NiV-prone districts. During the data collection period, we observed an average of 996 liters [Standard Deviation (SD) = 377] of raw DPS sold per day from a specific vendor in Rajshahi.

Conclusions:

The marketing of raw DPS through digital media platforms has increased customer interest, as indicated by the considerable interactions observed with raw DPS-related social media material. Distributing raw DPS using digital platforms is a marketing tool that significantly increases the availability of raw DPS to a previously hard-to-reach market and potentially increases individuals' exposure to NiV infection. The study recommends the need for a multidisciplinary strategy that integrates public health investigations, policy-making, and digital media surveillance to address emerging public health concerns. Clinical Trial: N/A