SOCIAL MEDIA

In today’s digital age, social media has become one of the most influential forces shaping the thoughts, behaviors, and identities of young people. This study, titled “The Impact of Social Media on Christian Youth in Benin City: A Case Study of Deeper Life Bible Church,” looks at how social media use affects the faith, moral values, and religious identity of Christian youths. The main goal of this research is to examine both the positive and negative effects of social media on the spiritual lives of young believers. Its objectives include identifying the patterns of social media engagement among Deeper Life youths, examining how social platforms influence their faith and moral discipline, and exploring the church's role in guiding responsible digital behavior. Data for this research were collected through a structured questionnaire given to young members of the Deeper Life Bible Church in Benin City. The study used a descriptive research design to analyze the responses with simple percentages and tables for clarity. This method made it easier to understand the social media habits, challenges, and views of Christian youths within a real- world religious context. The analysis offered valuable insights into how these young people manage their faith amid the rapidly changing media landscape, balancing spiritual beliefs with online exposure. The findings show that while social media serves as a powerful tool for evangelism, communication, and spiritual education, it also brings challenges like moral distraction, exposure to unchristian content, and a decreasing interest in personal devotion. Many respondents recognized social media's dual role as both a blessing and a test of faith. The study recommends that the Deeper Life Bible Church should strengthen digital mentorship programs, promote responsible social media usage, and utilize online platforms more effectively for evangelism and faith-building. Lastly, the research concludes that when guided by strong moral and spiritual principles, social media can serve as a bridge rather than a barrier between Christian youths and their divine purpose.

This research explores the influence of social media in shaping political attitude among first-time voters in Nigeria, focusing on the 2023 National Assembly Elections in Karu Community, FCT Nigeria. Social media has become a crucial factor in modern electoral processes, and understanding its impact is essential for democratic consolidation. The study aims to examine the social media platforms predominantly used during elections, understand social media's influence on voters' perception, and identify the challenges associated with the use of social media in the democratic process. The study surveyed respondents in Karu Community, FCT Abuja, gathering data on their social media usage, political engagement, and perceptions. Facebook, Twitter, and WhatsApp are the predominant platforms used by voters. Social media played a pivotal role in shaping voters' perceptions and influencing electoral outcomes. It is a key source of political information, but also spreads misinformation and hate speech. Respondents overwhelmingly agree that social media influences their views on political candidates. Misinformation is the top challenge, followed by lack of credible sources and perceived bias. The study highlights social media's significant role in modern electoral processes, shaping voter perceptions and influencing outcomes. While it provides a conduit for politicians to reach voters, it also poses challenges like misinformation and hate speech. Electoral stakeholders and policymakers should harness social media's potential while mitigating its challenges. Regulations can ensure social media platforms are used responsibly and ethically during electoral processes, promoting a more informed and engaged citizenry essential for democratic consolidation in Nigeria and other emerging democracies

The paper discusses the evolving relationship between defamation law and social media in Nigeria, with a view to assessing how legal regimes can balance individual reputation against the constitutional guarantee of freedom of expression. As public discourse increasingly shifts onto platforms such as X, Facebook, Instagram, and TikTok, the velocity, spread, anonymity, and perpetuity of online communication have increased both the possibility of defamatory harm and the potential claims to free speech protection. Through the use of statutory provisions, including the 1999 Constitution and the Cybercrimes (Prohibition, Prevention, etc.) Act, as well as judicial decisions, this research examines the adequacy of existing legal frameworks in addressing defamatory content within the digital space. It further explores the responsibilities and potential liabilities of users, content creators, and internet intermediaries. The paper thus concludes with policy and balanced regulatory recommendations aimed at safeguarding reputations while at the same time maintaining an open, virile, and vibrant virtual space for free expression in Nigeria.

This study examined the impact of social media on voting behaviour and youth advocacy in Edo State during the 2024 governorship election. The increasing penetration of digital technologies has transformed political communication, making social media a central platform for political engagement, particularly among youths. The study was guided by four specific objectives: to assess the level of youth engagement on social media during the election, to analyse how social media content influenced voting decisions, to evaluate the role of social media in youth advocacy movements, and to identify the challenges and opportunities associated with its use in political participation. A quantitative research design was adopted using a cross-sectional survey method. Data were collected from 400 respondents, out of which 389 valid responses were analysed. The data were analysed using descriptive statistics and inferential tools such as chi-square and Pearson correlation. Findingsrevealed a high level ofsocial media engagement among youths, with a majority actively following and sharing election-related content. The study further found that social media had a significant influence on voting behaviour, as a substantial proportion of respondents reported that social media content shaped their voting decisions and candidate preferences. In addition, the study established that social media played a meaningful role in youth advocacy, with many respondents participating in online campaigns and voter education activities. However, the study also identified major challenges, including the widespread dissemination of misinformation and difficulty in distinguishing credible information from false content. Hypotheses testing confirmed that social media significantly influenced both youths voting behaviour and advocacy outcomes during the election. The study concludes that social media is a powerful tool for political mobilization and participation among youths in Edo State, though its effectiveness is moderated by issues of misinformation and digital literacy. It recommends that policymakers, electoral bodies, and stakeholders strengthen digital literacy initiatives, regulate misinformation, and leverage social media platforms for effective civic engagement and voter education.

This study focuses on investigating social media addiction and cyberbullying among undergraduate students of the University of Benin. Three research questions were asked to find out the most commonly used social media platforms, investigate the forms of cyberbullying and to find out the impact of cyberbullying on undergraduate students of University of Benin. Qualitative research design was adopted for this study while making use of an in-depth interview guide as an instrument to gather information from twenty (20) undergraduate students selected from various departments within the Faculty of Social Sciences. The data collected was analysed using thematic analysis. The study findings concludes that platforms such as WhatsApp, Instagram, and Snapchat are the most frequently used social media platforms among students. It was also revealed that prolonged engagement on these platforms increases the likelihood of addiction, which in turn heightens exposure to cyberbullying. The study recommended the implementation of digital awareness programs, guidance and counseling services, and strict online conduct policies to promote healthy and responsible use of social media among university students.

This research explores the influence of social media on consumer buying behavior in Benin City, Edo State. In today’s digital age, social media has become an integral part of everyday life, revolutionizing the way consumers interact with brands, access product information, and make purchase decisions. The study investigates how platforms such as Facebook, Instagram, Twitter, and TikTok affect the purchasing attitudes, preferences, and behaviors of consumers in the area. It aims to determine the extent to which social media marketing strategies, online reviews, influencer endorsements, and targeted advertisements impact the decision-making process of The research adopted a quantitative method through the use of structured questionnaires distributed among residents of Benin City. A purposive sampling technique was used to target active social media users. Data collected were analyzed using descriptive statistics to draw meaningful inferences. The findings reveal that social media significantly affects consumer behavior by increasing product awareness, shaping perceptions, and encouraging impulse buying. Additionally, consumers tend to rely heavily on peer recommendations, influencer posts, and social media trends when deciding what to purchase. The study concludes that social media is a powerful marketing tool that businesses must strategically harness to influence consumer behavior positively. It recommends that marketers focus on creating engaging content, collaborating with credible influencers, and maintaining responsive customer service online. This will not only enhance customer trust and loyalty but also drive sales growth in a highly competitive digital marketplace.

This study examined the influence of social media on the income structure of Small Businesses (SMEs) in Ekehuan campus, Benin City, Nigeria. The research focused on which social media platforms are most effective in influencing SMEs income structure, the shift from traditional sales channel to social media driven streams, how it is used to expand businesses, the challenges faced, and the strategies employed to overcome these challenges. A total of 109 respondents participated in the study. The findings revealed that social media has become a critical tool for SMEs in Ekehuan Campus with platforms such as WhatsApp Business, TikTok, Facebook and Instagram being the most preferred for business activities. A great number of respondents use social media daily or weekly to generate sales, customer engagement and create brand awareness all which contribute to expanding the business and making it known. Based on the findings, it is evident that social media plays a vital role in the growth and development of small businesses in Ekehuan campus. It serves as a powerful platform for engaging with customers, expanding market reach, and improving brand visibility. These benefits have enabled businesses to enhance their Marketing efforts, foster customer relationships, and achieve better competitive positioning in the market. However, the study also identifies several challenges, including time constraints, High advertising cost, difficulty in measuring ROI and lack of technical skills in managing social media activities.

This study employs a qualitative content analysis methodology to investigate the analysis of deepfake videos on public perception and electoral outcomes during the Edo 2024 Gubernatorial election. Guided by the agenda Setting Theory, Technology determinism Theory, and Perception Theory; the research explores the characteristics, themes, sentiments, and engagement patterns of social media comments on deepfake videos related to the election. Data were collected from major social media platforms such as: Facebook etc. Focusing on videos circulating within Edo State’s digital space. The analysis revealed a high prevalence of politically motivated deepfakes, predominantly centered on Candidate’s integrity and electoral legitimacy, eliciting negative sentiments and skepticism amongst netizens. The findings underscore the potential of deepfakes to distort electoral realities and influence voters’ loyalty; especially amongst less technological aware populations. The study concludes that deepfakes pose significant threats to electoral integrity and democratic processes, necessitating media literacy campaign to enhance netizens’ ability to detect and critically evaluate manipulated content. It is recommended that stakeholders – including policymakers, media practitioners, and social media platforms should collaborate to develop effective strategies for deepfake detection, regulation, and public education to safeguard electoral integrity and promote informed citizen participation.

This was an empirical study to determine the usage and impact of social media on academic learning and performance of undergraduates of University of Benin students. To achieve this general objective, four research questions was raised and four null hypotheses formulated, which guided the study. A survey research design was used for the research. Questionnaire was used to generate primary data from a representative random sample of 150 students (100 representing 100 percent was correctly filled and returned). The students who participated in the survey were drawn from various faculties in the University. Descriptive statistics of frequency counts and percentages were used in analysing demographic variables and research questions while Chi-Square (X2) were used to test the stated hypotheses at a 0.05 level of significance. The results and contributions to knowledge include that the most common reason for social media usage to keep up with trending issues on news and sports as well as to access an incredible amount of valuable information on a variety of topic, also that there is a significant relationship between social media usage and student academic performance; a significant difference between male and female students usage of social media; and that age has a significant relationship with social media usage. It was recommended that parents and guardians should help to ensure that students utilize the benefits of social media and that scholars and opinion leaders should make effort to educate undergraduates to minimize time wastage on frivolities (chatting, cyber stalking, etc.) and other irrelevant engagements that are not of major importance in their academic lives.

The study examined the topic “SOCIAL MEDIA AND PUBLIC RELATIONS PRACTICES OF SELECTED MULTINATIONAL PRODUCTS IN PORT HARCOURT, RIVERS STATE.” The objectives of the study were to examine the social media and Public relations practices of selected multinational companies in Port Harcourt, Rivers state. It investigates and shows how these companies use and leverage the social media and Public relations to promote brand awareness, manage crisis and clients and also manage stakeholders, and identify the challenges encountered in the use of social media and Public relations. The study was anchored on Excellence Theory and Technological Determinism Theory. A survey research design was employed, using a questionnaire to collect responses from a sample size of 398 participants. Findings revealed that the audience demonstrated a high level of awareness regarding the effectiveness of social media and Public relations in multinational companies . The study further showed that although social media has made a significant positive impact on brand awareness of some of these brand companies, there is a need to improve social media strategies to attract more brand visibility, create more awareness with stakeholders and clients, to make it more engaging, and more interracting.