Social Media Advocacy, Green Awareness and Sustainability Initiatives in Nigeria

Abstract

This study examines the effect of social media advocacy on green awareness sustainable practices in Ijebu North Local Government Area, Ogun State. The objectives of the study are to identify the most impactful social media platforms and content types, assess the effectiveness of social media campaigns, examine the influence on public behaviour, and evaluate the role of social media in shaping environmental policies and advocacy efforts. The study adopted survey research design with a population of 284,336 and a sample size of 380, determined using Cochran's formula at 95% confidence level. Stratified random sampling technique was employed with a structured questionnaire as the research instrument. The study found out that WhatsApp and Facebook are the most effective platforms, with videos and documentaries being the most influential content types. Social media campaigns were found to be highly effective in raising environmental awareness across various demographic groups, particularly among younger respondents. The study
concludes that social media significantly impacts public behavior and the adoption of sustainable practices. The study recommends leveraging popular social media platforms for targeted campaigns, focusing on high-quality, relevant and frequent content, and enhancing research and investments in social media’s role in environmental advocacy.