Browsing by Author "Ayodeji Kayode AYODELE"

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    Influence of Social Media Influencers on Youth Culture and Identity
    (LCU, 2025-04) Ayodeji Kayode AYODELE; Uthman Olakorede ISAMEEL
    The emergence of social media influencers has transformed the way youths engage with culture, identity, and self-expression in the digital age. In Nigeria, platforms such as TikTok, Instagram, YouTube, and X (formerly Twitter) have become dominant spaces where influencers actively shape youth fashion, values, aspirations, and behaviour. Despite the increasing visibility and authority of influencers in everyday youth life, scholarly attention to their impact on identity development within the Nigerian context remains limited. This study investigates the influence of social media influencers on youth culture and identity among students of Lead City University, Ibadan. Grounded in theories of social comparison and identity construction, the research explores the positive and negative psychological, cultural, and behavioural outcomes associated with influencer engagement. Using a descriptive survey design, data were collected from 300 students selected through stratified random sampling across all faculties and academic levels. A structured questionnaire was used to capture students’ experiences, preferences, and perceptions regarding influencer content. Data analysis was conducted using descriptive statistics and Chi-square tests at a 0.05 significance level. Findings reveal that fashion, lifestyle, and comedy influencers are the most followed among Nigerian youths, and that influencers significantlyshape self-perception, lifestyle preferences, cultural orientation, and self-esteem. While many students report being inspired and informed by influencers, others noted feelings of pressure, self-comparison, and exposure to unrealistic standards. Hypothesis testing confirmed a statistically significant relationship between influencer engagement and youth identity, leading to the rejection of the null hypothesis. The study concludes that social media influencers play a dual role as cultural educators and behavioural models, with the capacity to both enrich and distort youth identity. It recommends enhanced media literacy, responsible content creation, and further interdisciplinary research to guide healthier digital interactions among Nigerian youths.