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All Journal Edunity: Kajian Ilmu Sosial dan Pendidikan Journal of Social Science International Journal of Economics, Business and Innovation Research
Brown, George Nathan
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Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Physics Social Sciences

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Evaluation of Social Media Strategies in PR Practice by Tertiary Institutions in Nigeria Brown, George Nathan; Nwokeocha, Ifeanyi Martins; Ntegwung, Esther George
Journal of Social Science Vol. 6 No. 3 (2025): Journal of Social Science
Publisher : Syntax Corporation Indonesia

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Abstract

Social media has altered the fabric of public relations practice, redefining how institutions communicate, build trust, and sustain reputation. Nigerian tertiary institutions, though historically reliant on conventional channels, are increasingly compelled to adopt digital platforms to engage stakeholders who now demand immediacy, accessibility, and participation. This study examined the social media strategies employed by selected tertiary institutions in Akwa Ibom State, with particular focus on their effectiveness in public relations practice. The study was hinged on the Uses and Gratifications Theory and the Situational Theory of Publics. The research employed a mixed-methods design, combining survey data from 165 public relations professionals, social media managers, and communication officers with semi-structured interviews conducted with purposively selected practitioners. Findings revealed that while institutions actively use platforms such as Facebook, WhatsApp, Instagram, and Twitter for information dissemination, branding, and interaction, strategic evaluation and measurement of effectiveness remain weak. Respondents highlighted challenges such as inadequate digital infrastructure, poor analytic skills, and limited institutional investment in new communication tools. Nevertheless, evidence pointed to the capacity of social media to advance institutional visibility, strengthen identity, and foster deeper relationships with students, alumni, and the wider community when strategies are deliberately crafted and consistently evaluated. The study concludes that social media is not merely a supplement to traditional public relations but a vital arena for dialogue and institutional storytelling. It recommends structured policies, enhanced training for communication staff, and stronger commitment to evaluation frameworks in order to maximise the transformative potential of digital engagement in Nigerian tertiary institutions.
Fake News and Public Perception of Social Media News Esiobu, Collins Onyema; Nwokeocha, Ifeanyi Martins; Brown, George Nathan; Okoye, Ifechukwu Nchedo
Edunity Kajian Ilmu Sosial dan Pendidikan Vol. 4 No. 9 (2025): Edunity: Social and Educational Studies
Publisher : PT Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/edunity.v4i9.435

Abstract

This study explored the impact of misinformation on public opinion regarding stories and information on social media, focusing on factors that influence users' perception and engagement. The primary emphasis is on explaining the impact of deception in shaping media outlets' credibility and how deception constructs narratives within society. The study employed the Theory of Rumor Transmission and the Technological Determinism Theory, which explain news diffusion patterns in the online environment and the influence of technology on communication practices. A qualitative research design was adopted. Findings revealed that the consumption of fake news is strongly linked to increased mistrust of traditional media, leading individuals to seek alternative, largely unverified sources. Additionally, the propagation of misinformation is autocatalytic in echo chambers, contributing to heightened polarization of individuals' views. The study concludes that preventing issues arising from fake news is crucial to fostering an educated citizenry. In light of these findings, it is recommended that social media platforms implement strict fact-checking mechanisms, integrate media literacy into school curricula, and establish governance frameworks that hold platforms accountable for the dissemination of disinformation while safeguarding freedom of speech.
Youtube And Film Viewing Among Students At Heritage Polytechnic, Eket: An Analysis Brown, George Nathan; Ifeanyi Martins Nwokeocha
International Journal of Economics, Business and Innovation Research Vol. 5 No. 01 (2026): December - January, International Journal of Economics, Business and Innovatio
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v5i01.2534

Abstract

This study investigates the patterns, motivations, and implications of YouTube-facilitated Nollywood film viewing among students at Heritage Polytechnic, Eket. Employing a survey research design, data were collected from a representative sample of 357 students drawn from six purposively selected departments across three faculties. The study examined the extent of student engagement with YouTube, the factors influencing their preference for the platform over traditional film-viewing channels, and the implications of these viewing habits for the Nigerian film industry. Findings revealed that approximately 60% of students accessed YouTube daily or multiple times weekly, predominantly to watch full films and trailers, while interactive activities such as commenting and sharing were less common. Practical considerations, including affordability, ease of access, and content variety, emerged as the primary drivers of platform preference, whereas peer influence and educational motivations were less significant. The study also found that YouTube promotes cultural engagement, increases awareness of film quality issues, and provides opportunities for independent filmmakers, but simultaneously exposes students to unregulated and pirated content. Grounded in the Technological Acceptance Model and the Uses and Gratifications Theory, the research highlights the dual role of YouTube as both an enabler of accessible film consumption and a platform with potential challenges for content regulation. The findings underscore the need for filmmakers, regulators, and educational institutions to harness YouTube’s advantages while implementing strategies for content verification, media literacy, and industry sustainability.
Co-Authors Esiobu, Collins Onyema Ifeanyi Martins NWOKEOCHA Ntegwung, Esther George Nwokeocha, Ifeanyi Martins Okoye, Ifechukwu Nchedo