SOCIAL MEDIA AND ENGAGEMENT IN THE N-POWER SCHEME AMONG NIGERIAN YOUTHS, A STUDY OF BENEFICIARIES IN ENUGU STATE

Abstract

Social media has become a catalyst for initiating discussions, disseminating information, and enhancing engagement among various demographics worldwide, particularly amongst the youth. This study examines the dynamics of social media in facilitating engagement among beneficiaries of the N-Power scheme, a federal government initiative aimed at tackling unemployment among Nigerian youths. The objective of the study was to analyse the role of social media in the dissemination of programme information, its influence on participants’ engagement, as well as the challenges associated with social media usage. The study was anchored on Uses and Gratifications Theory which explains how individuals use media to satisfy specific needs, such as information, interaction, and engagement. The study used a survey research design, with a population of 16,546 and a sample size of 376. Questionnaires were employed for data collection, and descriptive statistical research tool such as frequency, table and percentage were used to analyze the data. The findings showed that social media is a crucial channel for information sharing, networking, and community building among N-Power beneficiaries. However, limited or poor internet access, cost of data, and delayed/lack of feedback from the N-Power officials posed significant challenges to effective social media engagement.