Abstract
Prior studies examined the general role of social media in political communication and social interaction, little attention has been paid to the specific impact of gender-focused digital campaigns on female university students in developing societies. This study addresses this gap by investigating the influence of social media campaigns on egalitarian gender role perceptions among female undergraduates in two Nigerian universities. The study is anchored on cultivation theory and feminist theory. Using a qualitative research design, data were collected through in-depth interviews with twenty purposively selected participants (ten from the University of Abuja and ten from the University of Benin). The data were analysed using thematic analysis. Findings reveal that female undergraduates engage with gender-related campaigns at global, national and campus levels, and that exposure to such campaigns challenges traditional gender norms, enhances self-confidence, and encourages gender-related advocacy. However, the depth of impact is mediated by institutional climate and socio-cultural context, with students in more supportive university environments demonstrating stronger internalisation of egalitarian ideals. The study concludes that while social media campaigns have significant potential to transform gender role perceptions, their effectiveness ultimately depends on contextual support within the offline environment.