Social Media and Emerging Behaviour of Young Adults in Nigeria: Implications for Moral Development

Abstract

This quantitative study examined the relationship between social media utilization and moral attitudes and behaviours among Nigerian youth aged 18-35 years (N=300). Purposive quota sampling methods were used to obtain a diverse, nationally representative sample across region, religion, ethnicity, education, and location. Participants completed an online survey including measures of social media use adapted from the Social Media Use Integration Scale with subscales of Integration, Self-Expression, Entertainment, Cool & New Trend, Companionship, and Escapism. Moral outcomes were assessed via an adapted Youth Social Responsibility Scale with subscales of Collectivism/Caring, Cheating/Cutting Corners, Disengagement, and Responsibility. Findings revealed significant positive correlations between certain patterns of social media use and declines in moral attitudes and increases in morally questionable behaviours. Higher levels of using social media for entertainment, escapism, companionship and adopting new trends corresponded to lower levels of collectivism, caring and responsibility along with higher rates of cheating, cutting corners, and disengagement. Conversely, greater integration and self-expression on social media related to more positive moral outcomes of collectivism, caring and responsibility.  Results suggest potentially detrimental impacts of entertainment-based social media use on moral attitudes and behaviours among Nigerian youth. This points to implications for moral development and the need for guidance around social media use to mitigate possible declines in social responsibility. Limitations include the cross-sectional design and reliance on self-reports. Further longitudinal and experimental research is warranted to establish causality between social media use typologies and trajectories of moral outcomes.