FACEBOOK MONETISATION POLICY AND ITS INFLUENCE ON USER ENGAGEMENT IN ABAKALIKI METROPOLIS

Abstract

This study explored the behavioural impact of Facebook monetisation in Abakaliki
Metropolis, examining its implications on user behaviours, attitudes, and cultural dynamics. With
the rise of monetisation tools like Facebook ads, marketplace, and sponsored content, the platform
has evolved from a purely social networking site to a commercialized digital ecosystem. A
purposeful sampling approach and a questionnaire were used as the data collection instrument. To
ensure the reliability of the instrument, a test-retest method was employed while Variables were
analysed using percentage and frequency tables. The research gathered data from Facebook users
in Abakaliki, focusing on their awareness, perceptions, and experiences with monetisation
practices. Findings revealed a dual nature of Facebook monetisation; on the positive side, it
provides opportunities for business promotion, income generation, and enhanced visibility for
creators and entrepreneurs. However, it also contributes to negative outcomes, including reduced
content authenticity, over-commercialization, and user dissatisfaction with intrusive ads. The
study recommends that Facebook enhances user education by developing campaigns to educate
users about monetisation programs and their benefits.