Celebrity Cyberactivism On Social Advocacy Participation Among University Of Lagos Undergraduates During The #Endsars Protest In Nigeria

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Oguchi Onyeizu Ajaegbu (PhD) , Odunola Helen Adekoya (PhD) , Eyitayo Folasade Adewumi (PhD) , Temilade Ololade Ologbenla


The purpose of this study was to look into the impact of celebrity cyberactivism on social advocacy participation among Lagos youths during the #EndSARS protest in Nigeria. A quantitative research design was used for the study. Three hundred and eighty-one respondents took part in this study using the multistage sampling technique. The study discovered that celebrity cyberactivists had no influence on UNILAG undergraduates' participation in social advocacy because it did not lead UNILAG undergraduates to participate in social media movements against bad governance or protests against police brutality. In order to achieve greater success, the study recommends that Non-Governmental Organizations (NGOs) and other social advocacy groups in Nigeria develop a social media strategy to drive their campaigns rather than relying solely on celebrities.

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