Use of Social Media Campaigns against Substance Abuse among Chemistry Undergraduate Students of the University of Lagos A Practical Playbook for Blue Teams in Resource-Constrained Environments
Main Article Content
Abstract
This study examines the effectiveness of social media campaigns against substance abuse among Chemistry undergraduate students at the University of Lagos (UNILAG). Substance abuse remains a significant threat to the academic performance, mental health, and long-term social outcomes of Nigerian undergraduates, and social media has emerged simultaneously as a risk chasnnel and a prevention tool. Guided by four objectives, the study adopted a descriptive survey design with a quantitative approach. The population comprised undergraduate students of the Department of Chemistry, UNILAG (2024/2025 session, estimated at 600 students). The Taro Yamane (1967) formula was used to determine a sample size of 240, and a stratified proportionate random sampling technique was applied across the four academic levels. A structured questionnaire measuring exposure, awareness, attitudes, perceived campaign effectiveness, and limiting factors was administered; 200 of 242 distributed copies were retrieved and analysed (response rate = 82.6%) using SPSS descriptive statistics. The theoretical framework integrated the Health Belief Model (HBM), Social Learning Theory (SLT), and the Uses and Gratifications Theory (UGT). Findings revealed high exposure to anti-drug campaigns (̄x = 3.74) and strong awareness of substance abuse risks (̄x = 3.96) among respondents. Campaign exposure positively shaped attitudes toward drug-free living (̄x = 3.83) and was perceived as generally effective (̄x = 3.77), yet active engagement with campaign content remained comparatively lower than passive exposure. Peer influence, exposure to pro-drug content, and insufficiently engaging campaign formats emerged as the leading barriers to effectiveness. The study concludes that social media is a high-visibility, high-awareness channel for anti-drug communication among science undergraduates, but translating exposure into sustained behavioural change requires more interactive, peer-led, and platform-optimised strategies. Recommendations include integrating digital literacy into curricula, empowering peer leaders, and deploying targeted, gender-responsive content on Instagram, TikTok, and WhatsApp, alongside longitudinal and experimental research to evaluate long-term impact.
Downloads
Download data is not yet available.
Article Details
How to Cite
Atinuke Olubukade Akintayo, Mobolaji Grace Akintaro, Sunday Ogbonna, & Isiotan Oluwaseun Fadilat. (2026). Use of Social Media Campaigns against Substance Abuse among Chemistry Undergraduate Students of the University of Lagos: A Practical Playbook for Blue Teams in Resource-Constrained Environments. SIASAT, 12(1), 18-29. Retrieved from https://siasatjournal.id/index.php/siasat/article/view/283
Section
Articles
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright Notice
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.Penulis.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
References
Adekeye, O. A., Adeusi, S. O., & Adebayo, S. O. (2018). Substance abuse and academic performance among Nigerian undergraduates. African Journal of Drug & Alcohol Studies, 17(1), 41–54.
Adesanya, T. O., & Oluwole, D. A. (2024). Entertainment-education on social media and substance abuse prevention among Lagos university students. Lagos Journal of Health Communication, 6(1), 22–38.
Adeyemi, R. K., & Olawale, B. S. (2023). Social media habits and substance abuse among undergraduates in Lagos-based universities. Journal of Nigerian Communication Studies, 11(2), 88–104.
Agberotimi, S. F., & Olumuji, E. O. (2025). Substance-reference content, social media and substance use among university students in Abeokuta, Nigeria. Cogent Social Sciences, 11(1). https://doi.org/10.1080/23311886.2025.2525996
Agency, N. D. L. E. (2022). 2022 drug report: Trends and patterns in drug use in Nigeria. NDLEA.
Airaoje, O. K., Akintayo, A. O., Adewale, O. C., & Obada, A. A. (2025). Community Awareness and Government Response to Cholera Outbreaks in Borno State. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 8(2), 184-201.
Airaoje, O. K., Akintayo, A. O., Obada, A. A., & Uchendu, C. E. (2025). Maternal Health Status in Dikwa Local Government Area of Borno State, Nigeria. Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial, 12(1), 62-79.
Akintaro, M. G., Joy, J. I., & Success, O. (2026). Social Media Misinformation and the Transformation of Journalism in Lagos State. SIASAT, 11(4), 259-271.
Akintaro, M. G., Success, O., & Joy, J. I. (2026). Artificial Intelligence and Academic Achievement in Higher Education: A Conceptual Review. Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial, 13(3), 278-291.
Akintayo, A. O., & Ajayi, P. T. (2024). Impact of radio agricultural programmes on food insecurity in nigeria: a study of selected radio stations in Ondo State. International Journal of Law, Politics and Humanities Research.
Akintayo, A. O., & Aondover, E. M. (2025). Addressing the Haemolytic Disease of the Fetus-Arun To Ba Eje Omo Ninu Oyun Je amongst Female Residents in Imota. Budapest International Research in Exact Sciences (BirEx) Journal, 7(2), 119-130.
Akintayo, A. O., Adewale, O. C., Tsenongo, M., & Akintaro, M. G. (2026). Integration of Artificial Intelligence and Performance of Broadcasting Companies in Nigeria. Britain International of Humanities and Social Sciences (BIoHS) Journal, 8(1), 1-9.
Akintayo, A. O., Ezeoye, C. S., Akintaro, M. G., & Adewale, O. C. (2026). The Use of Sign Language in News Presentations for Hearing Impaired Viewers to Promote Sustainable and Inclusive Media. SIASAT, 11(1), 51-63.
AlKhudari, M. N., Mohsen, K., Almanaseer, A., & Abu-Rahme, M. O. (2023). University students' use of social networking sites to spread health awareness. International Journal of Education in Mathematics Science and Technology, 11(4), 981–998. https://doi.org/10.46328/ijemst.3492
American Psychiatric Association. (2013). Diagnostic and statistical manual of mental disorders (5th ed.). American Psychiatric Publishing. https://doi.org/10.1176/appi.books.9780890425596
Aondover, E. M., Tosin, Y. A. N., Akin-Odukoya, O. O., Onyejelem, T. E., & Ridwan, M. (2025). Exploring the application of social media in governance in Nigeria. SIASAT, 10(1), 30-43.
Aribamikan, O. S. (2022). Dual effects of social media on drug abuse perceptions among UNILAG undergraduates. Caleb Journal of Social Sciences, 4(2), 14–30.
Arnett, J. J. (2000). Emerging adulthood: A theory of development from the late teens through the twenties. American Psychologist, 55(5), 469–480. https://doi.org/10.1037/0003-066X.55.5.469
Awofadeju, P. O., & Akintayo, A. O. (2023). Sustaining the educational sector through radio as a learning tool amongst secondary school students during COVID-19 lockdown. International Journal of Intellectual Discourse, 6(1), 135-143.
Azeke, O. D., & Azeke, A. T. (2026). Determinants of alcohol and other psychoactive substance use among undergraduates in a Nigerian university: A cross-sectional study. Zenodo. https://doi.org/10.5281/zenodo.18867049
Babbie, E. (2020). The practice of social research (15th ed.). Cengage Learning.
Bandura, A. (1977). Social learning theory. Prentice Hall.
Bello, S. O., & Areola, A. O. (2024). Between pleasure and punishment: The moral vocabulary of drug use in Nigerian digital spaces. International Journal of Humanities and Information Technology, 6(2), 1–12. https://doi.org/10.21590/ijhit.06.02.05
Bryman, A. (2016). Social research methods (5th ed.). Oxford University Press.
Chen, H., Liu, S. P., Wang, W., Shi, H., Gao, S., Yan, Y., Fang, J., Zhan, Y., Chen, H., & Liu, Z. (2025). Global burden of substance use disorders in adolescents and young adults aged 10–24 years from 1990 to 2021. Scientific Reports, 15(1), 25971. https://doi.org/10.1038/s41598-025-11266-6
Chukwuemeka, O., & Nwosu, P. (2024). Peer influence and substance abuse among UNILAG undergraduates. Nigerian Journal of Public Health Communication, 7(2), 101–116.
CLN, O., & Habibat, O. (2023). Perception on the use & impact of Facebook & WhatsApp for academic information by undergraduate students. Library Philosophy and Practice. https://digitalcommons.unl.edu/libphilprac/7514
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Crime, U. N. O. on D. and. (2016). Terminology and information on drugs. International Islamic University Malaysia. https://doi.org/10.18356/0f5bdc21-en
Crime, U. N. O. on D. and. (2020). World drug report 2020. United Nations. https://doi.org/10.18356/c8bbbf82-en
Cruchinho, P., López-Franco, M. D., Capelas, M. L., Almeida, S., Bennett, P. M., Silva, M. M. da, Teixeira, G., Nunes, E., Lucas, P., & Gaspar, F. (2024). Translation, cross-cultural adaptation, and validation of measurement instruments: A practical guideline for novice researchers. Journal of Multidisciplinary Healthcare, 2701–2728. https://doi.org/10.2147/jmdh.s419714
Cummings, S., Savitz, L. A., & Konrad, T. (2020). Reported response rates to mailed physician questionnaires. Health Services Research, 35(6), 1347–1355.
Evans, W. D., Andrade, E., Pratt, M., Mottern, A., Chavez, S., Calzetta-Raymond, A., & Gu, J. (2020). Peer-to-peer social media as an effective prevention strategy: Quasi-experimental evaluation. JMIR mHealth and uHealth, 8(5). https://doi.org/10.2196/16207
Eze, J. E., Uzuegbu, C. F., & Chukwuorji, J. C. (2020). Roles of gender, social anxiety and extraversion in drinking patterns among Nigerian students. Drugs: Education, Prevention and Policy, 28(2), 200–209. https://doi.org/10.1080/09687637.2020.1810207
Hile, M. M., Msughter, A. E., & Babale, A. M. (2022). A public health communication: towards effective use of social marketing for public health campaigns in Nigeria. Ann Community Med Prim Health Care, 5(1), 1002.
Jatau, A. I., Sha'aban, A., Gulma, K. A., Shitu, Z., Khalid, G. M., Isa, A., Wada, A. S., & Mohammed, M. (2021). The burden of drug abuse in Nigeria: A scoping review of epidemiological studies and drug laws. Public Health Reviews, 42, 1603960. https://doi.org/10.3389/phrs.2021.1603960
Johnson, O. E., Akpanekpo, E. I., Okonna, E. M., Adeboye, S., & Udoh, A. (2017). The prevalence and factors affecting psychoactive substance use among undergraduate students in University of Uyo, Nigeria. Journal of Community Medicine and Primary Health Care, 29(2), 11–22.
Kasirye, F. (2022). The importance of needs in uses and gratification theory. https://doi.org/10.31124/advance.14681667.v2
Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. G. Blumler & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratifications research (pp. 19–32). SAGE Publications.
Kite, J., Chan, L., MacKay, K., Corbett, L., Reyes-Marcelino, G., Nguyen, B., Bellew, W., & Freeman, B. (2023). A model of social media effects in public health communication campaigns: Systematic review. Journal of Medical Internet Research, 25. https://doi.org/10.2196/46345
Kontinen, T., & Ndidde, A. N. (2022). Southern civil society organizations as practical hybrids (pp. 99–113). Routledge. https://doi.org/10.4324/9781003241003-9
Kostygina, G., Tran, H., Binns, S., Szczypka, G., Emery, S., Vallone, D., & Hair, E. C. (2020). Boosting health campaign reach and engagement through use of social media influencers and memes. Social Media + Society, 6(2). https://doi.org/10.1177/2056305120912475
Kusmaryono, I., Wijayanti, D., & Maharani, H. R. (2022). Number of response options, reliability, validity, and potential bias in the use of the Likert scale in education and social science research: A literature review. International Journal of Educational Methodology, 8(4), 625–637. https://doi.org/10.12973/ijem.8.4.625
Lasebikan, V. O., & Ola, B. A. (2021). Prevalence and correlates of codeine misuse among Nigerian youth: A systematic review. Drug and Alcohol Review, 40(4), 588–596. https://doi.org/10.1111/dar.13215
Maiwada, A. A., Success, O., & Ishola, K. O. (2026). Digital Crisis Communication and Organisational Resilience in Nigeria: Analysis of Stakeholder Engagement and Reputation Recovery. Britain International of Humanities and Social Sciences (BIoHS) Journal, 8(3), 222-234.
Maradun, L. U., & Aondover, E. M. (2025). Knowledge, Attitudes, and Practice Towards COVID-19 Prevention Messages on Media in North-West, Nigeria. African Journalism Studies, 46(2), 150-168.
Msughter, A. E., & Iman, M. L. (2020). Internet meme as a campaign tool to the fight against Covid-19 in Nigeria. Global Journal of Human-Social Science: A Arts & Humanities–Psychology, 20(6), 27-39.
O'Connor, K., Golder, S., Weissenbacher, D., Klein, A. Z., Magge, A., & Gonzalez‑Hernandez, G. (2024). Methods and annotated data sets used to predict the gender and age of Twitter users: Scoping review. Journal of Medical Internet Research, 26. https://doi.org/10.2196/47923
Oji, M., & Erubami, J. A. (2020). Discourse on social media use and reading culture of Nigerian youths. Academic Journal of Interdisciplinary Studies, 9(6), 105. https://doi.org/10.36941/ajis-2020-0115
Okafor, C., & Nwachukwu, P. (2020). Socioeconomic determinants of substance abuse among UNILAG undergraduates. Journal of Health and Social Behavior Nigeria, 6(2), 78–93.
Okonkwo, J., & Eze, R. (2023). Health Belief Model and NDLEA social media campaigns: A diagnostic analysis. Nigerian Journal of Communication, 21(1), 110–127.
Okuchemiya, S., & Majority, O. (2025). Influence of New Media on Modern Day Journalism: A Study of Selected Media Houses in Delta State. Digital Marketing, Consumer Behavior, and Economic Trends Journal, 1(2), 65-72.
Olubiyi, O. A. (2022). Social media as a dual-edged sword in substance abuse prevention on Nigerian campuses. West African Communication Studies, 7(1), 29–45.
Omokhabi, A. A., Omokhabi, U. S., Quadri, G. O., & Ukpere, W. I. (2025). Social media usage behavioural pattern and addiction among undergraduates: Implications for good health and well-being and quality education.
Owan, V. J., Ekpe, M. B., & Eneje, S. (2020). Undergraduates' utilization of social networking media and sexual behaviours in higher education: A case study. Pedagogical Research, 5(2). https://doi.org/10.29333/pr/7940
Owens-Ibie, N., & Aondover, E. M. (2024). Hate postings on social media and peace imperatives in Nigeria. Legal challenges and political strategies in the post-truth era, 229-261.
Success, O., & Maiwada, A. A. (2026). Digital Journalism and Revenue Sustainability of Print Media Organisations in Nigeria. Britain International of Humanities and Social Sciences (BIoHS) Journal, 8(3), 235-251.
Success, O., Akintaro, M. G., & Babale, A. M. (2026). Online Product Reviews and Traditional Advertisements on Purchase Decisions of Consumers in Nigeria. Economit Journal: Scientific Journal of Accountancy, Management and Finance, 6(4), 370-379.
Success, O., Odoyi, C. D., & Maiwada, A. A. (2026). Media Framing of Socio-Political Discourse in Nigeria. Polit Journal Scientific Journal of Politics, 6(3), 224-232.
Toyosi, O. (2020). Urban geography of substance distribution networks around Nigerian university campuses. Journal of Urban and Regional Studies, 12(1), 33–49.
Wakefield, M. A., Loken, B., & Hornik, R. C. (2010). Use of mass media campaigns to change health behaviour. The Lancet, 376(9748), 1261–1271. https://doi.org/10.1016/S0140-6736(10)60809-4
Yamane, T. (1967). Statistics: An introductory analysis (2nd ed.). Harper and Row.
Adesanya, T. O., & Oluwole, D. A. (2024). Entertainment-education on social media and substance abuse prevention among Lagos university students. Lagos Journal of Health Communication, 6(1), 22–38.
Adeyemi, R. K., & Olawale, B. S. (2023). Social media habits and substance abuse among undergraduates in Lagos-based universities. Journal of Nigerian Communication Studies, 11(2), 88–104.
Agberotimi, S. F., & Olumuji, E. O. (2025). Substance-reference content, social media and substance use among university students in Abeokuta, Nigeria. Cogent Social Sciences, 11(1). https://doi.org/10.1080/23311886.2025.2525996
Agency, N. D. L. E. (2022). 2022 drug report: Trends and patterns in drug use in Nigeria. NDLEA.
Airaoje, O. K., Akintayo, A. O., Adewale, O. C., & Obada, A. A. (2025). Community Awareness and Government Response to Cholera Outbreaks in Borno State. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 8(2), 184-201.
Airaoje, O. K., Akintayo, A. O., Obada, A. A., & Uchendu, C. E. (2025). Maternal Health Status in Dikwa Local Government Area of Borno State, Nigeria. Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial, 12(1), 62-79.
Akintaro, M. G., Joy, J. I., & Success, O. (2026). Social Media Misinformation and the Transformation of Journalism in Lagos State. SIASAT, 11(4), 259-271.
Akintaro, M. G., Success, O., & Joy, J. I. (2026). Artificial Intelligence and Academic Achievement in Higher Education: A Conceptual Review. Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial, 13(3), 278-291.
Akintayo, A. O., & Ajayi, P. T. (2024). Impact of radio agricultural programmes on food insecurity in nigeria: a study of selected radio stations in Ondo State. International Journal of Law, Politics and Humanities Research.
Akintayo, A. O., & Aondover, E. M. (2025). Addressing the Haemolytic Disease of the Fetus-Arun To Ba Eje Omo Ninu Oyun Je amongst Female Residents in Imota. Budapest International Research in Exact Sciences (BirEx) Journal, 7(2), 119-130.
Akintayo, A. O., Adewale, O. C., Tsenongo, M., & Akintaro, M. G. (2026). Integration of Artificial Intelligence and Performance of Broadcasting Companies in Nigeria. Britain International of Humanities and Social Sciences (BIoHS) Journal, 8(1), 1-9.
Akintayo, A. O., Ezeoye, C. S., Akintaro, M. G., & Adewale, O. C. (2026). The Use of Sign Language in News Presentations for Hearing Impaired Viewers to Promote Sustainable and Inclusive Media. SIASAT, 11(1), 51-63.
AlKhudari, M. N., Mohsen, K., Almanaseer, A., & Abu-Rahme, M. O. (2023). University students' use of social networking sites to spread health awareness. International Journal of Education in Mathematics Science and Technology, 11(4), 981–998. https://doi.org/10.46328/ijemst.3492
American Psychiatric Association. (2013). Diagnostic and statistical manual of mental disorders (5th ed.). American Psychiatric Publishing. https://doi.org/10.1176/appi.books.9780890425596
Aondover, E. M., Tosin, Y. A. N., Akin-Odukoya, O. O., Onyejelem, T. E., & Ridwan, M. (2025). Exploring the application of social media in governance in Nigeria. SIASAT, 10(1), 30-43.
Aribamikan, O. S. (2022). Dual effects of social media on drug abuse perceptions among UNILAG undergraduates. Caleb Journal of Social Sciences, 4(2), 14–30.
Arnett, J. J. (2000). Emerging adulthood: A theory of development from the late teens through the twenties. American Psychologist, 55(5), 469–480. https://doi.org/10.1037/0003-066X.55.5.469
Awofadeju, P. O., & Akintayo, A. O. (2023). Sustaining the educational sector through radio as a learning tool amongst secondary school students during COVID-19 lockdown. International Journal of Intellectual Discourse, 6(1), 135-143.
Azeke, O. D., & Azeke, A. T. (2026). Determinants of alcohol and other psychoactive substance use among undergraduates in a Nigerian university: A cross-sectional study. Zenodo. https://doi.org/10.5281/zenodo.18867049
Babbie, E. (2020). The practice of social research (15th ed.). Cengage Learning.
Bandura, A. (1977). Social learning theory. Prentice Hall.
Bello, S. O., & Areola, A. O. (2024). Between pleasure and punishment: The moral vocabulary of drug use in Nigerian digital spaces. International Journal of Humanities and Information Technology, 6(2), 1–12. https://doi.org/10.21590/ijhit.06.02.05
Bryman, A. (2016). Social research methods (5th ed.). Oxford University Press.
Chen, H., Liu, S. P., Wang, W., Shi, H., Gao, S., Yan, Y., Fang, J., Zhan, Y., Chen, H., & Liu, Z. (2025). Global burden of substance use disorders in adolescents and young adults aged 10–24 years from 1990 to 2021. Scientific Reports, 15(1), 25971. https://doi.org/10.1038/s41598-025-11266-6
Chukwuemeka, O., & Nwosu, P. (2024). Peer influence and substance abuse among UNILAG undergraduates. Nigerian Journal of Public Health Communication, 7(2), 101–116.
CLN, O., & Habibat, O. (2023). Perception on the use & impact of Facebook & WhatsApp for academic information by undergraduate students. Library Philosophy and Practice. https://digitalcommons.unl.edu/libphilprac/7514
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Crime, U. N. O. on D. and. (2016). Terminology and information on drugs. International Islamic University Malaysia. https://doi.org/10.18356/0f5bdc21-en
Crime, U. N. O. on D. and. (2020). World drug report 2020. United Nations. https://doi.org/10.18356/c8bbbf82-en
Cruchinho, P., López-Franco, M. D., Capelas, M. L., Almeida, S., Bennett, P. M., Silva, M. M. da, Teixeira, G., Nunes, E., Lucas, P., & Gaspar, F. (2024). Translation, cross-cultural adaptation, and validation of measurement instruments: A practical guideline for novice researchers. Journal of Multidisciplinary Healthcare, 2701–2728. https://doi.org/10.2147/jmdh.s419714
Cummings, S., Savitz, L. A., & Konrad, T. (2020). Reported response rates to mailed physician questionnaires. Health Services Research, 35(6), 1347–1355.
Evans, W. D., Andrade, E., Pratt, M., Mottern, A., Chavez, S., Calzetta-Raymond, A., & Gu, J. (2020). Peer-to-peer social media as an effective prevention strategy: Quasi-experimental evaluation. JMIR mHealth and uHealth, 8(5). https://doi.org/10.2196/16207
Eze, J. E., Uzuegbu, C. F., & Chukwuorji, J. C. (2020). Roles of gender, social anxiety and extraversion in drinking patterns among Nigerian students. Drugs: Education, Prevention and Policy, 28(2), 200–209. https://doi.org/10.1080/09687637.2020.1810207
Hile, M. M., Msughter, A. E., & Babale, A. M. (2022). A public health communication: towards effective use of social marketing for public health campaigns in Nigeria. Ann Community Med Prim Health Care, 5(1), 1002.
Jatau, A. I., Sha'aban, A., Gulma, K. A., Shitu, Z., Khalid, G. M., Isa, A., Wada, A. S., & Mohammed, M. (2021). The burden of drug abuse in Nigeria: A scoping review of epidemiological studies and drug laws. Public Health Reviews, 42, 1603960. https://doi.org/10.3389/phrs.2021.1603960
Johnson, O. E., Akpanekpo, E. I., Okonna, E. M., Adeboye, S., & Udoh, A. (2017). The prevalence and factors affecting psychoactive substance use among undergraduate students in University of Uyo, Nigeria. Journal of Community Medicine and Primary Health Care, 29(2), 11–22.
Kasirye, F. (2022). The importance of needs in uses and gratification theory. https://doi.org/10.31124/advance.14681667.v2
Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. G. Blumler & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratifications research (pp. 19–32). SAGE Publications.
Kite, J., Chan, L., MacKay, K., Corbett, L., Reyes-Marcelino, G., Nguyen, B., Bellew, W., & Freeman, B. (2023). A model of social media effects in public health communication campaigns: Systematic review. Journal of Medical Internet Research, 25. https://doi.org/10.2196/46345
Kontinen, T., & Ndidde, A. N. (2022). Southern civil society organizations as practical hybrids (pp. 99–113). Routledge. https://doi.org/10.4324/9781003241003-9
Kostygina, G., Tran, H., Binns, S., Szczypka, G., Emery, S., Vallone, D., & Hair, E. C. (2020). Boosting health campaign reach and engagement through use of social media influencers and memes. Social Media + Society, 6(2). https://doi.org/10.1177/2056305120912475
Kusmaryono, I., Wijayanti, D., & Maharani, H. R. (2022). Number of response options, reliability, validity, and potential bias in the use of the Likert scale in education and social science research: A literature review. International Journal of Educational Methodology, 8(4), 625–637. https://doi.org/10.12973/ijem.8.4.625
Lasebikan, V. O., & Ola, B. A. (2021). Prevalence and correlates of codeine misuse among Nigerian youth: A systematic review. Drug and Alcohol Review, 40(4), 588–596. https://doi.org/10.1111/dar.13215
Maiwada, A. A., Success, O., & Ishola, K. O. (2026). Digital Crisis Communication and Organisational Resilience in Nigeria: Analysis of Stakeholder Engagement and Reputation Recovery. Britain International of Humanities and Social Sciences (BIoHS) Journal, 8(3), 222-234.
Maradun, L. U., & Aondover, E. M. (2025). Knowledge, Attitudes, and Practice Towards COVID-19 Prevention Messages on Media in North-West, Nigeria. African Journalism Studies, 46(2), 150-168.
Msughter, A. E., & Iman, M. L. (2020). Internet meme as a campaign tool to the fight against Covid-19 in Nigeria. Global Journal of Human-Social Science: A Arts & Humanities–Psychology, 20(6), 27-39.
O'Connor, K., Golder, S., Weissenbacher, D., Klein, A. Z., Magge, A., & Gonzalez‑Hernandez, G. (2024). Methods and annotated data sets used to predict the gender and age of Twitter users: Scoping review. Journal of Medical Internet Research, 26. https://doi.org/10.2196/47923
Oji, M., & Erubami, J. A. (2020). Discourse on social media use and reading culture of Nigerian youths. Academic Journal of Interdisciplinary Studies, 9(6), 105. https://doi.org/10.36941/ajis-2020-0115
Okafor, C., & Nwachukwu, P. (2020). Socioeconomic determinants of substance abuse among UNILAG undergraduates. Journal of Health and Social Behavior Nigeria, 6(2), 78–93.
Okonkwo, J., & Eze, R. (2023). Health Belief Model and NDLEA social media campaigns: A diagnostic analysis. Nigerian Journal of Communication, 21(1), 110–127.
Okuchemiya, S., & Majority, O. (2025). Influence of New Media on Modern Day Journalism: A Study of Selected Media Houses in Delta State. Digital Marketing, Consumer Behavior, and Economic Trends Journal, 1(2), 65-72.
Olubiyi, O. A. (2022). Social media as a dual-edged sword in substance abuse prevention on Nigerian campuses. West African Communication Studies, 7(1), 29–45.
Omokhabi, A. A., Omokhabi, U. S., Quadri, G. O., & Ukpere, W. I. (2025). Social media usage behavioural pattern and addiction among undergraduates: Implications for good health and well-being and quality education.
Owan, V. J., Ekpe, M. B., & Eneje, S. (2020). Undergraduates' utilization of social networking media and sexual behaviours in higher education: A case study. Pedagogical Research, 5(2). https://doi.org/10.29333/pr/7940
Owens-Ibie, N., & Aondover, E. M. (2024). Hate postings on social media and peace imperatives in Nigeria. Legal challenges and political strategies in the post-truth era, 229-261.
Success, O., & Maiwada, A. A. (2026). Digital Journalism and Revenue Sustainability of Print Media Organisations in Nigeria. Britain International of Humanities and Social Sciences (BIoHS) Journal, 8(3), 235-251.
Success, O., Akintaro, M. G., & Babale, A. M. (2026). Online Product Reviews and Traditional Advertisements on Purchase Decisions of Consumers in Nigeria. Economit Journal: Scientific Journal of Accountancy, Management and Finance, 6(4), 370-379.
Success, O., Odoyi, C. D., & Maiwada, A. A. (2026). Media Framing of Socio-Political Discourse in Nigeria. Polit Journal Scientific Journal of Politics, 6(3), 224-232.
Toyosi, O. (2020). Urban geography of substance distribution networks around Nigerian university campuses. Journal of Urban and Regional Studies, 12(1), 33–49.
Wakefield, M. A., Loken, B., & Hornik, R. C. (2010). Use of mass media campaigns to change health behaviour. The Lancet, 376(9748), 1261–1271. https://doi.org/10.1016/S0140-6736(10)60809-4
Yamane, T. (1967). Statistics: An introductory analysis (2nd ed.). Harper and Row.