IMPACTS OF SOCIAL MEDIA AMONG THE YOUTH ON BEHAVIOR CHANGE: A CASE STUDY OF UNIVERSITY STUDENTS

CHAPTER ONE INTRODUCTION 1.1 Background of the Study In today's world of digital technology, social media is everywhere and has become a big part of everyday life, especially for young people. Social media has become a major way for people to get information. According to Adegboyega (2020), there are two main types of media: print and non-print. Print media includes things like mail, newspapers, magazines, and journals, while non-print media includes radio, television, and social media platforms like Twitter, Facebook, Instagram among others. In addition, media is a tool that helps people all over the world shape their opinions, attitudes, and knowledge. Angus, Thelwall, and Stuart (2018), asserts that social media provides individuals with information on various aspects of life. It has contributed to a lot of development and growth by giving people platforms to connect with the world and contribute to global progress. As more and more people, including youths, use media, they use it to learn about the history of society, different concepts, religions, and more. Beyond that, social media platforms have evolved into powerful communication tools, enabling individuals to connect, share, and engage on a global scale. The dynamic nature of these platforms has significantly transformed interpersonal relationships, influencing the way individuals interact, communicate, and form connections. Similarly, the platforms provides a virtual space where they can share their thoughts, ideas, photos, and videos with their friends and followers, fostering a sense of belonging and self-expression.Additionally, social media is an attempt by people, particularly students, establish relationships through persons and become closer on the internet or in social situations.makes it easier for people to communicate and share information in the form of audio, video, and image, independent of their geographical location.Furthermore, they serve as a conduit for online communication and social interaction, enabling users to share information, express viewpoints, and establish connections with diverse individuals and organizations across the internet (Bradley, 2019). Nevertheless, these advancements, along with the increasing availability of mobile phones, established Nigeria as a hub for technical innovation. Therefore, it should come as no surprise that, in a matter of years, youths in Nigeria rose from being the least active Facebook users in Africa to the fourth most active Twitter users on the continent.Further more, with the use of social media, youths can grow and participate in various groups/ communities by sharing, interacting, cooperating, publishing, and managing (Mao, 2018). Beyond that, it makes content sharing possible and offers powerful tools that lets youths connect with one another through news feeds. Similarly, a research conducted by Bedford, (2019) showed that social media could be constructed as an effective tool to promote PLC (Professional Learning Community) entry academics. Besides its positive impact on a different view of human lives, it also has an intensive negative impact on different age categories, especially targeting youths social behaviour (Sangwaan, 2019). Social behavior is a key aspect of human psychology that deals with how individuals interact with others. It involves attitudes, perceptions, reactions, and dispositions towards those around them. According to Kaplan & Haenlein (2020), there are both positive and negative social behaviors. Positive social behavior involves favorable attitudes and actions, while negative social behavior stems from unfavorable attitudes and actions. Since the majority of social media users are young people, these behaviors have a significant impact on them.Currently, several research shows that young people are exposed to negative influences such as bullying, blackmail, fraud, and impersonation through platforms like WhatsApp, Facebook, and Google Classroom (Abdullah, Ellias & Jegak, 2019). Similarly, Al-Sharqi, Hashim, and Kutbi (2018) highlighted that while social media has positive aspects and is integrated into society, it also has a negative side. This includes involvement in fraud, cybercrime, cyberbullying, and a lack of meaningful physical human relationships.Additionally, many students nowadays have diverse social media accounts, and it's often suggested that their poor academic performance might be linked to this. While some might blame lecturers for this, they should also consider the impact of the widespread use of Facebook and other social media platforms. According to Oche & Aminu (2020), students are spending so much time on social media that they're practically online 24/7. Even during classes, some students are busy using their preferred platform chatting, messaging, or engaging in other online activities instead of focusing on learning. Instead of using their time for studying, doing research, or being creative, they're more interested in making new friends online and discussing trivial matters. This distraction from social media often leads to setbacks in students' academic performance. Furthermore, according to Obi, Bulus, Adamu & Sala’at (2022), the use of social media also negatively affects students' proficiency in English and grammar. Therefore, a survey will be conducted in order to investigate the impact of social media among youths on behaviour change. 1.2 Statement of the Problem The rise of social media platforms presents both challenges and opportunities for young people's. While these platforms provide unparalleled connectivity and accessibility, there's a worry about how they might negatively impact face-to-face interactions and the depth of behavior change. According to Kim et al. (2018), social media differs from previous forms of media in that it leverages social connections to source shared information directly from its original source. Additionally, social media provides avenues for acquiring knowledge through networks of individuals who share similar interests. Establishing social connections is essential for the dissemination of information. This mirrors the functions of face-to-face social networks (Ellison & Fudenberg, 2020), where credible sources of information hold more significance. However, youths often engage in peer bullying, which may be considered acceptable to some extent. However, when it escalates to cyberbullying, it significantly impacts the targeted individual as it can be widely circulated on anyone's newsfeed and easily go viral (Ali, 2018). Such incidents can lead to depression and even thoughts of suicide. Similarly, some young people are highly susceptible to influence. They may feel compelled to alter their physical appearance and constantly compare themselves to others they encounter on social media platforms. Furthermore, experts claim that social media is to blame for a number of mental health issues. It is thought that excessive usage of social media and overestimation of other social networks throw people's nervous systems into fight-or-flight mode, particularly in younger people, leading to a variety of mental problems. These conditions include hostility, depression, anxiety, oppositional defiant disorder, and attention deficit hyperactivity disorder (ADHD). Previous research has examined the relationship between social media usage and various aspects of youth behavior. Muritala & Theophilus (2018) investigated how social media affects self-image, group behavior, and academic performance among senior secondary school students in Ilorin-West Local Government, Kwara State. Similarly, Muinde (2018) explored the impact of social media on the behavior of secondary school students in Kitui Central Sub-County, Kitui County. Additionally, Adegboyega (2019) focused on the influence of social media on the sexual behavior of youth in Kwara State. However, there appears to be a gap in research specifically addressing the impact of social media among youths of behavior change in Federal University of Oye Ekiti. Previous studies did not concentrate on this aspect, leaving researchers unable to find any research that specifically examines how social media impacts the social behavior of primary school students. Hence, it is in the light of these that the study seeks to investigate the impact of social media among youths on behaviour change. 1.3 Objectives of the Study This study aims to address the impact of social media among youths on behaviour change. Specifically, the study has the following objectives: 1. To ascertain how the youth in Nigerian use social media in their daily lives. 2. To discover the impacts social media has on behavior changes among the Nigerian youths. 3. To determine the risks that comes with use of social media on the Nigerian youth. 1.4 Research Questions The study will be guided by the following questions inline with the research objectives; 1. How do Nigerian youths utilize social media in their daily routines? 2. What are the effects of social media on behavioral patterns among Nigerian youths? 3. What are the risks associated with social media usage for Nigerian youths?   1.5 Research Hypotheses Ho1:The use of social media has no significant effect on youths behavior in Nigeria. Ho2:There are no risks associated with social media usage for Nigerian youths. 1.6 Significance of the Study The study's findings will help parents and guardians guide and educate their children about appropriate and healthy online conduct. For policy maker and stakeholders, understanding how social media influences the lives of youth can inform targeted interventions and programs aimed at promoting their empowerment, digital literacy, and socioeconomic development. By identifying the factors that shape youths' online behaviors and experiences, stakeholders can design initiatives to enhance their digital skills, critical thinking abilities, and access to opportunities. In addition, social media platform management firms can find the research useful in improving their services, establishing safer virtual spaces, and introducing functionalities that foster beneficial user connections.Additionally, subsequent researchers will use it as a literature review. This means that other students who may decide to conduct studies in this area will have the opportunity to use this study as available literature that can be subjected to critical review. Invariably, the result of the study contributes immensely to the body of academic knowledge with regard the impact of social media among youths on behaviour change. 1.7 Scope of the study The scope of this study is boarded on the impact of social media among youths on behaviour change. Empirically, this study will explore the use of social media among the youth, the impacts social media has on behavior changes among the Nigerian youths and determine the risks that comes with use of social media on the Nigerian youth. Geographically, the study will be delimited to undergraduate students of Fuoye, Oye Ekiti, Ekiti state. 1.8 Limitation of the study In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. In addition, there was the element of researcher bias. Here, the researcher possessed some biases that may have been reflected in the way the data was collected, the type of people interviewed or sampled, and how the data gathered was interpreted thereafter. The potential for all this to influence the findings and conclusions could not be downplayed. More so, the findings of this study are limited to the sample population in the study area, hence they may not be suitable for use in comparison to other schools, local governments, states, and other countries in the world. 1.9 Definition of Terms Social Media: can be defined as web based services where users can create a public profile, create a list of users they are connected to, and access their own and other users’ list of contacts. Youth: Youth generally refers to individuals in the transitional stage between childhood and adulthood, typically ranging from adolescence to young adulthood. While definitions may vary across contexts, youth are commonly characterized by their age, developmental stage, and social roles within society.