Perceived Influence of Social Media Content Creation on Unemployment in Lagos Island
Keywords:
Content Creation; Entrepreneurship; Social Media; Uses & Gratification Theory and Youth Unemployment
Abstract
This study x-rays the perceived influence of social media content creation on unemployment in Lagos Island. The study was anchored on the Uses and Gratifications Theory and the Teno Proactive Communication Model for Job Creation in Nigeria. Survey research method was used and 400 respondents were purposively selected in Lagos Island. Data were presented in frequency and percentage counts, however, the hypotheses were tested using One Sample T-Test where the p-value was less than 0.05 level of significance. Findings from the study revealed that 87% of the residents of Lagos Island have access to smartphone which gave them opportunity to use various social media applications like Facebook, WhatsApp, XApp, Instagram and TikTok. Also, it was discovered that social media content creation has helped some youths to be self-independent, through content creation 92%. A well edified contents on social media serve as means of income when monetized 96% and it also helps in promoting one’s talents, giving room to partake in movie production. More so, the use of various social media applications like Facebook, Instagram, TikTok among others help youths to make income through marketing of other peoples’ products or brands 95%. The study however concluded that social media content creation is an employment mechanism among the youths in Lagos Island, making more than average number of the youths to seize the opportunity in self-employment. The study recommended that Content creators should ensure they post relevant and accurate information online to avoid misleading social media users
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References
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Aondover, E.M. & Phillips, D. (2020). Media framing of Covid-19 pandemic: A Study of Daily Trust and Vanguard Newspapers in Nigeria. ASJ: International Journal of Health, Safety and Environment (IJHSE), 6(5) 588 – 596.
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Besley (2008). Cyberbullying: An Emerging threat to the “always on” generation. In Canadian Teacher Magazine, 18-20.
Blum RW (2007) Youth in sub-Saharan Africa. Journal of Adolescent Health 41(3), 230–8.
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Divya, S. & Bulomine, R., (2014). An Empirical Study on Effectiveness of Social Media as a Marketing Tool. International journal of current research and academic review. ISSN: 2347-3215, 2(3). 163-168.
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Hartup, W.W. & Stevens, N. (1999). Friendships and Adaption Across the life span. In Current Direction in Psychological Science 8(3): 76-79.
Hile, M. M., Msughter, A. E., & Aliyu, M. A. (2023). Secularism and Ethical Issues in Media Practice as a Bane for National Development. SIASAT, 8(3), 166-177.
Hillier, L. & Harrison, L. (2007). Building realities less limited than their own: young people practicing same sex attraction on the internet. In sexualities: Studies in culture and society 10(1): 82-100.
Idris, M. K., & Msughter, A. E. (2022). Sources of Information on National Issues among Border Communities in Yobe State, Nigeria. ASEAN Journal of Community Engagement, 6(1), 22-47.
Igyuve, A. & Igbele, J. D. (2017). Entrepreneurship and new media platforms in Nigeria. Elk Asia Pacific Journal of Social Science, 4(1), 1-23.
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Kane, T. (2010). The Importance of Startups in Job Creation and Job Destruction. Kauffman Foundation Research Series: Firm Formation and Economic Growth. Ewing Marion Kauffman Foundation
Kaplan, A. & Haenlein, M. (2010). What is Social Media? Retrieved from http://www.infolawgroup.com/2011/06/articles/social-networking/the-legal-implications-of-socialnetworking-the-basics-part-one/
Kaplan, A. (2010). Users of the World, Unite: The Challenges and Opportunities of social media. Business Horizons.
Kayode A., Arome, S. & Anyio, S. (2016). ‘Rising Unemployment in Nigeria: The Social – Economic and Political Implications. Global Business and Economic Research Journal 3(1), pp. 68 – 89
Kenechukwu, S. F., Eze, C. & Abuah, F. (2017). Promotion of media entrepreneurship for national development. In D. Wilson (Ed.). Communication and Economic Development (pp. 67-76). Uyo: ACCE
Kennedy, G.E., Judd, T.S., Churchward, A. & Bray, K. (2008). First year learners’ experiences with technology: Are they really digital natives. Australasian Journal of Educational Technology, 24(1). 108-122.
Khursheed, A. (2012). Cost Benefit Analysis of Entrepreneurship Development Programs in J & K State. Annual Summit on Business and Entrepreneurial Studies (ASBES 2011) Proceeding 043 – 051
Klantschnig G and Dele-Adedeji I (2021) The moral economy of tramadol in Lagos: Pleasure, pain and livelihoods. Politique Africaine 163(3), 85–105.
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Onyejelem, T. E., & Aondover, E. M. (2024). Digital Generative Multimedia Tool Theory (DGMTT): A Theoretical Postulation. Journalism, 14(3), 189-204.
Onyejelem, T. E., & Ono, G. N. (2025). Mitigating health implications of food scarcity
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Saint, EJ, Aondover, EM, Ebele, UC, & Onyejelem, TE (2024). Influence of Social Media on Newspaper Patronage among Lecturers in University Of Nigeria, Nsukka. LingLit Journal Scientific Journal for Linguistics and Literature, 5 (3), 142-157.
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Agichtein, E. (2008). “Finding High-Quality Content in Social Media". International Conference on Web search and Data Mining. WSDM pp.183-193.
Anyanwu, J. C., & Oaikhenan, H. E. (1995). Modern Macroeconomics, University of Benin, 186-197.
Aondover, E.M. & Phillips, D. (2020). Media framing of Covid-19 pandemic: A Study of Daily Trust and Vanguard Newspapers in Nigeria. ASJ: International Journal of Health, Safety and Environment (IJHSE), 6(5) 588 – 596.
Aondover, P. O., Aondover, E. M., & Babele, A. M. (2022). Two nations, same technology, different outcomes: Analysis of technology application in Africa and America. Journal of Educational Research and Review, 1(1), 001-008.
Apter A (1999). IBB – 419: Nigerian democracy and the politics of illusion. In J. Comaroff and J.Comaroff (Eds.), Civil society and the political imagination in Africa: Critical perspectives (pp. 267–307). Chicago, IL: University of Chicago Press.
Aribaba F., Ashaolu, T. & Olaopa, O. (2011). ‘An Evaluation of the Impact of Technological Innovative Entrepreneurial Development Programmes on the Performance of Small Scale Businesses in Nigeria. Global Journal of Business Management and Accounting, 1(1), pp. 001- 009
Asika, N. (2012). Research Methodology in the behavioural Sciences: Effective writing and Communication. Ikeja. Learn Africa Plc.
Besley (2008). Cyberbullying: An Emerging threat to the “always on” generation. In Canadian Teacher Magazine, 18-20.
Blum RW (2007) Youth in sub-Saharan Africa. Journal of Adolescent Health 41(3), 230–8.
Boyd, D. & Ellison, M. (2007). “Social networking sites: definition, history and scholarship” retrieved December 16, 2011 from http://jcmcindiana;edu/vol13/issue//boyd.ellison.html.
Charmey, A. & Libelap, D. (2000). ‘Impact of Entrepreneurship Education: An Evaluation of Berger Entrepreneurship Programme at the University of Avizona, 1985 – 1999. The Kauffman Centre for Entrepreneurial Leadership, Kanbas City.
Danbatta, U. (2017). Role of social media in economic, political and social development of Nigeria. Retrieved from https://www.thecable.ng/role-of-social-media-in-theeconomic-political-and-social-development-of-nigeria
Dele-Adedeji I, Schmid-Scott A and Klantschnig G (2021) ‘We have nothing left’ – the catastrophic consequences of criminalising livelihoods in West Africa. The Conversation, 9 November 2021.
Dewing, M. (2010). Social Media: An Introduction 1. Library of Parliament.
Divya, S. & Bulomine, R., (2014). An Empirical Study on Effectiveness of Social Media as a Marketing Tool. International journal of current research and academic review. ISSN: 2347-3215, 2(3). 163-168.
Dörnyei, Z. (2007). Research methods in applied linguistics. New York: Oxford University Press.
Dumbili, E. W. & Nelson, E.U. (2022) Sexualized alcohol marketing, precarious work and gendered sexual risks: Explorations of women beer promoters in Benin City, Nigeria. Drugs: Education, Prevention and Policy 30(6), 573–582.
Economist (2011). ‘Too Much Buzz - Social Media Provides Huge Opportunities, But Will Bring Huge Problems’, The Economist.
Egunjobi, T Adenike (2021) ‘Poverty, Unemployment and Insecurity Challenges in Nigeria. Tanzania Economic Review, 11(1), pp. 115-136.
Ekong, U. & Ekong, C. (2016) ‘Skills Acquisition and Unemployment Reduction in Nigeria: A Study of National Directorate of Employment (NDE) in Akwa Ibom State’, International Journal of Economics and Management Sciences, 5(4), pp. 210.
Falola, T. (2021). Understanding modern Nigeria: Ethnicity, democracy and development. Cambridge. UK: Cambridge University Press.
Federal Ministry of Finance, Budget, and National Planning (2021) Revised Draft National Social Protection Policy, Federal Republic of Nigeria, Abuja, June.
Federal Ministry of Youth Development (FMYSD) (2022) Nigerian Youth Employment Action Plan. Federal Ministry of Youth and Sports Development, Nigeria (accessed 15 February 2024).
Global Media Statistics (2022). Global Media Statistics Research Summary’, available at www.smartinsights.com
Gross, E. (2004). Adolescent Internet use: what we expect, what teens report. In Journal of #Applied Developmental Psychology 25(6): 633-649.
Gupta, R. (2021). Hureka Technologies Inc. Available at www.hurekatek.com. Idemobi, E. (2015) Reducing Unemployment Rate in Nigeria: The Role of Entrepreneurship. 1st Faculty of Management Sciences Public Lecture. Igbariam Campus: Chukwuemeka Odumegwu Ojukwu Univeristy.
Hartup, W.W. & Stevens, N. (1999). Friendships and Adaption Across the life span. In Current Direction in Psychological Science 8(3): 76-79.
Hile, M. M., Msughter, A. E., & Aliyu, M. A. (2023). Secularism and Ethical Issues in Media Practice as a Bane for National Development. SIASAT, 8(3), 166-177.
Hillier, L. & Harrison, L. (2007). Building realities less limited than their own: young people practicing same sex attraction on the internet. In sexualities: Studies in culture and society 10(1): 82-100.
Idris, M. K., & Msughter, A. E. (2022). Sources of Information on National Issues among Border Communities in Yobe State, Nigeria. ASEAN Journal of Community Engagement, 6(1), 22-47.
Igyuve, A. & Igbele, J. D. (2017). Entrepreneurship and new media platforms in Nigeria. Elk Asia Pacific Journal of Social Science, 4(1), 1-23.
Imoisi, A., Amba, E. & Okon, I. (2017). Unemployment Rate and Economic Growth in Nigeria: An Empirical Analysis, 1980–2016. International Journal of Development and Sustainability, 6(7), pp. 369-384.
International Labour Organization (2019). Advancing social justice: Shaping the future of work in Africa. https://www.ilo. org/wcmsp5/groups/public/—ed_norm/—relconf/documents/meetingdocument/wcms_728052.pdf (accessed 14 April 2023).
Itiafa, A. L., & Msughter, A. E. (2022). Chapter sixteen utilisation of social media for political participation amongst undergraduates of Ahmadu Bello University, Zaria and Bayero University, Kano. Thoughts on, 180.
Kane, T. (2010). The Importance of Startups in Job Creation and Job Destruction. Kauffman Foundation Research Series: Firm Formation and Economic Growth. Ewing Marion Kauffman Foundation
Kaplan, A. & Haenlein, M. (2010). What is Social Media? Retrieved from http://www.infolawgroup.com/2011/06/articles/social-networking/the-legal-implications-of-socialnetworking-the-basics-part-one/
Kaplan, A. (2010). Users of the World, Unite: The Challenges and Opportunities of social media. Business Horizons.
Kayode A., Arome, S. & Anyio, S. (2016). ‘Rising Unemployment in Nigeria: The Social – Economic and Political Implications. Global Business and Economic Research Journal 3(1), pp. 68 – 89
Kenechukwu, S. F., Eze, C. & Abuah, F. (2017). Promotion of media entrepreneurship for national development. In D. Wilson (Ed.). Communication and Economic Development (pp. 67-76). Uyo: ACCE
Kennedy, G.E., Judd, T.S., Churchward, A. & Bray, K. (2008). First year learners’ experiences with technology: Are they really digital natives. Australasian Journal of Educational Technology, 24(1). 108-122.
Khursheed, A. (2012). Cost Benefit Analysis of Entrepreneurship Development Programs in J & K State. Annual Summit on Business and Entrepreneurial Studies (ASBES 2011) Proceeding 043 – 051
Klantschnig G and Dele-Adedeji I (2021) The moral economy of tramadol in Lagos: Pleasure, pain and livelihoods. Politique Africaine 163(3), 85–105.
Kurfi, M. Y, Aondover, E. M. & Mohammed. I. (2021). Digital Images on Social Media and Proliferation of Fake News on Covid-19 in Kano, Nigeria. Galactica Media: Journal of Media Studies, 1(1), 103-124. Doi: https://doi.org/10.46539/gmd.v3i1.111.
Langcuster, J. (2010). Social media changing Extension work. Southeast Farm Press, 37(22), 17- 23.
Limo, A. (2010). Information ethics and the new media: Challenges and opportunities for the Kenyan education sector. A presentation at the African information ethics conference, University of Botswana, 6-7th September, 2010
Luthje, C. & N. Fran (2002). Fostering Entrepreneurship through University Education and Training. Lessons from Massachusetts Institute of Technology’, Proceeding of the European Academy of Management, Stockholm, Sweden, 9 – 11 May.
Maradun, L. U., Yar’Adua, S. M., & Msughter, A. E. (2021). Perceived value of social media in the# EndSARS’protest in Nigeria. International Journal of English Literature and Culture, 9(3), 69-80.
National Bureau of Statistics, (2009) and (2021). Social Statistics in Nigeria. Abuja: The NBS Publication.
Navetta, D. (2011). The Legal Implications of Social Networking: The Basics (Part One). Retrieved from http://www.infolawgroup.com/2011/06/articles/social-networking/the-legal-implicationsof-social-networking-the-basics-part-one/
Nelson E (2023). The socio-economic context of entry and exit from illegal drug dealing: Exploring the narratives of Nigerian dealers. International Drug Policy 111, 103908.
Nigeria. International Journal of Research in Social Sciences, 10(4), 27-33. https://www.ijmra.us/project%20doc/2020/IJRSS_APRIL2020/IJRSS3April20-16789.pdf
Notley, T.M. &Tacchi, J.A. (2005). “online youth Networks: researching, the experiences of peripheral” young people in using New Media Tools for creative participation and Representation. In 3 media. Journal of community, Citizen’s and Third sector Media and Communication,4 (1). Pp. 73-81.
Nworgu, B. (1991). Education Research: Basic Issues and Methodology. Ibadan. Wisdom Publishers
Oestreicher-Singer, G. & L. Zalmanson (2013) ‘Content or Community? A Digital Business Strategy for Content Providers in the Social Age. Management Information Systems Quarterly, 37(2), pp. 591-616.
Okafor, C. (2019) ‘Reducing Unemployment Rate in Nigeria through Entrepreneurship Development: A Study of Selected Small Businesses in Anambra State. European Journal of Research and Reflection in Management Sciences, 7(1), pp. 21-34.
Okande, J. (2015). ‘The Influence of Media in Creating Awareness of Job Uon Repository’, available at http:// repository.uonbi.ac.ke
on children in the era of youths’ unemployment in Africa through a proactive communication model. International Journal of Advanced Technology and Social Sciences, 3(6), 927–944. https://aprmultitechpublisher.my.id/index.php/ijatss/article/view/58. DOI: https://doi.org/10.59890/ijatss.v3i6.58
Onyejelem, T. E. (2020). Teno proactive communication model for job creation in
Onyejelem, T. E., & Aondover, E. M. (2024). Digital Generative Multimedia Tool Theory (DGMTT): A Theoretical Postulation. Journalism, 14(3), 189-204.
Onyejelem, T. E., & Ono, G. N. (2025). Mitigating health implications of food scarcity
Paquette, H. (2013). Social Media as a Marketing Tool. Retrieved from http://digitalcommons.uri.edu/tmd_major_papers/2
Popoola, M., (2014). New Media Usage for Communication And Self Concept Among Journalism And Mass Communication Students. Oyo state Nigeria: HSTE JOURNAL. 24(8)22-23
Saint, EJ, Aondover, EM, Ebele, UC, & Onyejelem, TE (2024). Influence of Social Media on Newspaper Patronage among Lecturers in University Of Nigeria, Nsukka. LingLit Journal Scientific Journal for Linguistics and Literature, 5 (3), 142-157.
Selwyn, N. (2012). Social media in higher education. The Europa world of learning.
Statista (2022). Youth literacy rate in Africa as of 2021, by region. https://www.statista.com/statistics/1233207/youth-literacyrate-in-africa-by-region/#:~:text=In 2021, 78.6 percent of, percent of young people literate (accessed 21 April 2023).
Taro, Y., (1964), Statistics, an Introduction Analysis. (3rd ed.)., New York, Harper and Row Publishing Limited.
Ugbodaga, M. (2018). Social media's role in economic development Retrieved from https://lompocrecord.com/business/local/social-media-s-role-in-economic- development/article_92ca7291-e01e-58e3-a227-cd763a6627a3.html
Uzochukwu, O., Orogbu, O. & M. Oyigbo (2015) ‘Entrepreneurship Development and Job Creation in Selected Local Government Areas in Enugu State, Nigeria. International Journal of Managerial Studies and Research, 3(7), pp. 41-53
Valentine, G. & Holloway, S. (2002). Cyberkids? Exploring Children. Sidentities and social networks in online and worlds. In Annuals of the Association of American Geographers 92(2): 302-309.
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Published
2025-09-06
How to Cite
Olalekan Olubamike Olufemi, Sunday Ogbonna, Timothy Ekeledirichukwu Onyejelem, & Olayinka Babatunde Adebogun. (2025). Perceived Influence of Social Media Content Creation on Unemployment in Lagos Island. Konfrontasi: Jurnal Kultural, Ekonomi Dan Perubahan Sosial, 12(3), 165-181. https://doi.org/10.33258/konfrontasi2.v12i3.336
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