OBRIKOGHO ELOHO

This study investigated the influence of social media on hookup culture among students of the University of Benin, focusing on how social media platforms promote hookups, the platforms commonly used, reasons for engagement, peer and societal influences, and consequences. A descriptive survey design was employed, with 397 students sampled across faculties using stratified and random sampling techniques. Data were collected via a structured questionnaire with a five-point Likert scale and analyzed using frequency distributions. Findings revealed that social media promotes hookup culture primarily through anonymity and direct messaging features, with Tinder and WhatsApp identified as the most used platforms. Financial incentives and loneliness were the primary motivators for hookups, driven by Nigeria’s economic challenges, while curiosity played a significant role among younger students. Economic hardship and societal pressures, including media portrayals and peer influence, strongly shaped hookup behaviors. However, the consequences were predominantly negative, with mental health challenges, academic declines, and social stigma being the most significant, outweighing perceived benefits like confidence or financial gain. The study was grounded in Cultivation Theory, Theory of Planned Behavior, Uses and Gratifications Theory, Technological Determinism, and Diffusion of Innovation, which explained the normalization of hookups, motivations, and societal influences. The study concludes that social media significantly drives hookup culture, necessitating interventions to address its adverse effects on UNIBEN students’ well-being.