SOCIAL MEDIA ALGORITHMS AND YOUTH ENGAGEMENT WITH NAIRA ABUSE CONTENT AMONG STUDENTS OF ALEX EKWUEME FEDERAL UNIVERSITY, NDUFU ALIKE

Abstract

The rise of algorithm-driven social media platforms has intensified the visibility and
normalization of Naira abuse content in Nigeria. This study investigates how social media
algorithms shape youth engagement with Naira abuse content among 400 undergraduate students
of Alex Ekwueme Federal University, Ndufu Alike. Anchored on Algorithmic Media Theory and
Social Learning Theory, the study examines how algorithmic recommendation systems amplify
sensational currency-related content and how repeated exposure fosters imitation and behavioural
normalization among youths. Using a quantitative survey design, the study measured algorithmic
exposure, celebrity influence, and youth engagement. Reliability analysis showed strong internal
consistency (Cronbach’s α = .89), while Exploratory Factor Analysis identified three latent
constructs: Algorithmic Exposure, Celebrity Influence, and Youth Engagement. All items met the
retention criteria (factor loadings ≥ .50) and were included in the final analysis; only the
highest-loading items are displayed in the results table for brevity. Correlation analysis revealed a
strong positive association between algorithmic exposure and youth engagement (r = .62, p < .001).
Hierarchical regression further showed that algorithmic exposure significantly predicted youth
engagement (β = .54, p < .001), even after controlling for demographics and celebrity influence.
Findings demonstrate that algorithms not only amplify visually stimulating Naira abuse content but
also reinforce behavioural modelling processes described in Social Learning Theory, whereby
youths imitate repeated, high-status behaviours displayed by celebrities. The study concludes that
algorithmic amplification and observational learning jointly normalize harmful currency-related
practices. It recommends enhanced algorithmic transparency, stronger regulatory collaboration, and
youth-focused digital literacy interventions to mitigate the spread and influence of Naira abuse
content.