1.1 Introduction
Social media refers to internet-based platforms that enable users to create, share, exchange, and interact with information, ideas, messages, images, and videos within virtual communities and networks (Kaplan & Haenlein, 2010). The emergence of social media has revolutionized communication by providing individuals with instant access to information and facilitating interactions across geographical boundaries. Popular social media platforms such as Facebook, Instagram, WhatsApp, TikTok, YouTube, and X have become essential tools for communication, education, entertainment, business, and social networking.
The rapid advancement of information and communication technology according to Boyd & Ellison (2007) has contributed significantly to the growth of social media usage worldwide. In Nigeria, the increasing availability of smartphones, internet services, and digital technologies has encouraged greater participation of youths in social media activities. Young people constitute one of the most active groups of social media users because these platforms provide opportunities for social interaction, self-expression, information exchange, and relationship building.
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the aim and objectives of the study. Others are significance of the study, scope of work, research hypothesis and questions, limitation of the study and definition of terms.
1.2 Background of Study
Social media has become one of the most influential communication technologies of the twenty-first century, transforming the way individuals interact, share information, and participate in social activities. Social media refers to internet-based applications that enable users to create and exchange content through virtual communities and networks. The emergence of platforms such as Facebook, Instagram, WhatsApp, TikTok, YouTube, and X has significantly altered patterns of communication among people across the world, particularly among youths who constitute the largest group of users. The increasing accessibility of smartphones, mobile internet services, and digital technologies has further accelerated the adoption of social media in both developed and developing countries, including Nigeria.
According to Kaplan and Haenlein (2010), social media is a group of internet-based applications built on the ideological and technological foundations of Web 2.0 that allow the creation and exchange of user-generated content. The authors stated that social media has created new opportunities for communication, collaboration, and information sharing among individuals and organizations. The growing popularity of these platforms has made them an integral part of daily life, particularly among students and young adults who rely on them for communication, entertainment, education, and social networking (Kaplan and Haenlein, 2010).
The importance of social media in contemporary society cannot be overemphasized. According to Boyd and Ellison (2007), social networking sites provide users with the opportunity to construct public or semi-public profiles, establish connections with other users, and interact within virtual communities. In Nigeria, the increasing penetration of internet services and mobile technology has contributed significantly to the widespread use of social media among youths. Young people are actively engaged in online activities ranging from chatting and content sharing to educational discussions and business promotion. According to the National Bureau of Statistics (2023), internet usage among Nigerian youths has continued to increase due to the availability of affordable mobile devices and improved access to digital communication platforms.
Social behaviour refers to the actions, attitudes, and interactions exhibited by individuals within a social environment. According to Baron and Byrne (2003), social behaviour is influenced by environmental, cultural, and psychological factors that shape how individuals relate with one another. The authors asserted that human interactions are continuously affected by changing social conditions and communication channels. In the context of modern society, social media has emerged as one of the most significant factors influencing social behaviour among youths.
The influence of social media on social behaviour has attracted considerable attention from researchers and scholars. According to Kuss and Griffiths (2017), social networking platforms have become embedded in everyday life and play a vital role in shaping behavioural patterns, communication habits, and social relationships. The authors affirmed that social media provides opportunities for maintaining relationships, exchanging information, and participating in online communities. However, they also noted that excessive engagement with these platforms may result in behavioural challenges such as addiction, reduced face-to-face interaction, and social isolation. This study is set against the backdrop of the growing use of social media among Nigerian youths and its perceived influence on the social behaviour of students of Osun State Polytechnic, Iree.
1.3 Statement of Problems
Investigation revealed that social media has become an integral part of the daily lives of Nigerian youths, particularly students in tertiary institutions. The widespread use of platforms such as Facebook, Instagram, WhatsApp, TikTok, and X has transformed the way young people communicate, interact, share information, and build relationships. Social media is increasingly serving as a major channel for social engagement, entertainment, learning, and self-expression among youths (Kaplan & Haenlein, 2010). On the other hand, social media provides opportunities for information sharing, educational collaboration, networking, and social participation. It enables students to maintain relationships, access academic resources, and engage in discussions on issues affecting society.
Furthermore, the increasing exposure of youths to online trends, cyberbullying, misinformation, and peer pressure through social media is raising questions about its impact on their values, lifestyle choices, and interpersonal relationships. Among students of Osun State Polytechnic, Iree, there is limited empirical evidence on how social media usage influences their social behaviour and interactions within the academic environment. It is against this backdrop that this study seeks to examine the impact of social media on the social behaviour of Nigerian youths using students of Osun State Polytechnic, Iree, as a case study.
1.4 Aim and Objectives of Study
The aim of this study is to examine the impact of social media on the social behaviour of Nigerian youths with particular reference to students of Osun State Polytechnic, Iree. The specific objectives of this research are to:
- Examine the extent of social media usage among students of Osun State Polytechnic, Iree.
- Determine the influence of social media on students' interpersonal relationships.
- Assess the effect of social media on students' communication behaviour.
- Examine the impact of social media on students' academic-related social behaviour.
- Identify the challenges associated with social media usage among students.
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- What is the extent of social media usage among students of Osun State Polytechnic, Iree?
- How does social media influence students' interpersonal relationships?
- What effect does social media have on students' communication behaviour?
- How does social media affect students' academic-related social behaviour?
- What challenges are associated with social media usage among students?
1.6 Research Hypotheses
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
Hypothesis One
- H0: There is no significant relationship between social media usage and the interpersonal relationships of students of Osun State Polytechnic, Iree.
- H1: There is a significant relationship between social media usage and the interpersonal relationships of students of Osun State Polytechnic, Iree.
Hypothesis Two
- H0: Social media usage has no significant effect on students' communication behaviour.
- H1: Social media usage has a significant effect on students' communication behaviour.
Hypothesis Three
- H0: Social media usage has no significant influence on students' academic-related social behaviour.
- H1: Social media usage has a significant influence on students' academic-related social behaviour.
Hypothesis Four
- H0: There is no significant relationship between social media usage and the challenges experienced by students.
- H1: There is a significant relationship between social media usage and the challenges experienced by students.
Hypothesis Five
- H0: Social media usage has no significant impact on the social behaviour of students of Osun State Polytechnic, Iree.
- H1: Social media usage has a significant impact on the social behaviour of students of Osun State Polytechnic, Iree.
1.7 Significance of Study
It is believed that at the completion of the study, the findings will provide empirical information on how social media influences the social behaviour of Nigerian youths, particularly students of Osun State Polytechnic, Iree. The study will also increase awareness of the behavioural implications associated with social media usage.
Furthermore, the outcome of this research will assist educational institutions in understanding the behavioural effects associated with social media usage among students. In addition, the study will support policy makers in developing strategies for responsible social media engagement among youths.
Lastly, the findings will contribute to existing academic literature on social media and youth behaviour in Nigeria. The study will also serve as a useful reference material for future researchers undertaking related studies.
1.8 Scope and Limitations of the Study
The study examines the impact of social media on the social behaviour of Nigerian youths using students of Osun State Polytechnic, Iree, Osun State, Nigeria, as the study population. The study covers social media usage patterns and their influence on students' interpersonal relationships, communication habits, academic-related social behaviour, and associated challenges.
The study was limited to students of Osun State Polytechnic, Iree. Constraints relating to time, finance, respondents' cooperation, and accessibility of relevant data restricted the coverage of the study. Therefore, the findings are applicable mainly to the selected institution and similar educational environments.
1.9 Definition of Terms
Social Media:
Social media refers to internet-based platforms that enable users to create, share, and exchange information, ideas, messages, images, and videos through virtual networks and communities (Kaplan & Haenlein, 2010).
Social Behaviour:
Social behaviour refers to the actions, attitudes, interactions, and responses of individuals within a social environment, particularly in relation to other members of society (Baron & Byrne, 2003).
Youths:
Youths are individuals within the age range recognized by society as transitioning from adolescence to adulthood. In Nigeria, youths are commonly regarded as persons between the ages of 18 and 35 years (Federal Republic of Nigeria, 2019).
Social Networking Sites:
Social networking sites are online platforms that allow users to build personal profiles, connect with others, communicate, and share content. Examples include Facebook, Instagram, X (formerly Twitter), TikTok, and WhatsApp (Boyd & Ellison, 2007).
Interpersonal Relationship:
Interpersonal relationship refers to the social connection and interaction existing between two or more individuals through communication, cooperation, and mutual understanding (DeVito, 2016).
Communication Behaviour:
Communication behaviour refers to the manner in which individuals exchange information, ideas, and feelings through verbal, non-verbal, written, or digital means.
Academic-Related Social Behaviour:
Academic-related social behaviour refers to behavioural patterns that influence students' learning activities, participation in educational discussions, and interaction within academic environments.
Social Media Addiction:
Social media addiction refers to excessive and compulsive use of social networking platforms that interferes with normal daily activities, responsibilities, and social functioning (Andreassen, 2015).
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