Social Media Advocacy on Anti-Bullying Campaign: A Study of the Students of Caleb University, Imota, Lagos State

Atinuke Olubukade Akintayo (Department of Mass Communication, Caleb University, Imota, Lagos, Nigeria)
Okuchemiya Success (Department of Mass Communication School of Communications and Applied Arts, Federal Polytechnic Orogun, Delta State.)
Mobolaji Grace Akintaro (Department of Mass Communication, Caleb University, Imota, Lagos, Nigeria)
Sunday Ogbonna (Department of Mass Communication, Caleb University, Imota, Lagos, Nigeria)

Britain International of Humanities and Social Sciences (BIoHS) Journal
Vol 9 No 1 (2027): Britain International of Humanities and Social Sciences, February

This study examined the influence of social media advocacy on anti-bullying campaigns among undergraduate students in the College of Computing and Information Sciences (COCIS), Caleb University. The study was motivated by the increasing prevalence of bullying and cyberbullying among students and the growing use of social media as a platform for creating awareness, encouraging positive behavioural change, and promoting anti-bullying initiatives. A descriptive survey research design was adopted for the study. The target population comprised 2,300 undergraduate students in the College of Computing and Information Sciences, Caleb University. Using the Taro Yamane sample size determination formula at a 95% confidence level and a 5% margin of error, a sample size of 340 respondents was obtained. A simple random sampling technique was employed to ensure that every student had an equal opportunity of participating in the study. Data were collected using structured questionnaires administered electronically through Google Forms and supported with in-depth telephone interviews to obtain qualitative insights. The validity of the research instrument was established through expert review, while data were analysed using the Statistical Package for the Social Sciences (SPSS) version 20. Descriptive statistics and appropriate inferential statistical techniques were used to analyse the quantitative data, while thematic analysis was employed for the interview responses. The study reveal that social media advocacy plays a significant role in increasing awareness of bullying issues, promoting positive attitudes towards anti-bullying initiatives, encouraging students to report bullying incidents, and supporting behavioural change among students. The study concludes that effective and well-coordinated social media advocacy has the potential to complement conventional anti-bullying interventions and recommends greater collaboration among schools, government agencies, social media organisations, and other stakeholders to maximise the effectiveness of anti-bullying campaigns.