Analyzing the Impact of News on Social Media Among Millennials: A Case Study of Twitter
Chapter One
Objective of the Study
The objectives of this study are:
- To examine the extent to which Millennials rely on Twitter for news consumption.
- To assess the impact of news on Twitter on the attitudes and views of Millennials.
- To explore the relationship between Twitter news consumption and the credibility of information among Millennials.
CHAPTER TWO
LITERATURE REVIEW
Conceptual Framework
Social Media
Social media generally refers to online platforms that allow users to create, share, and exchange content within a virtual community or network. These platforms facilitate interaction through the sharing of ideas, information, interests, and other forms of expression via virtual communities. Users are able to post text, upload multimedia content, and connect with others globally, fostering real-time communication and collaboration. Social media has become an integral part of everyday life, influencing not only personal relationships but also the dissemination of information, marketing strategies, political campaigns, and public opinion.
According to Apuke and Omar (2020), social media serves as a powerful tool for news dissemination, providing users with platforms where information can spread rapidly. While it enables the swift sharing of important news updates and fosters participatory communication, it also carries the potential for harm through the spread of fake news. The speed and reach of social media mean that misinformation can gain traction quickly, sometimes even before corrective measures can be applied. Consequently, while social media platforms have become indispensable channels for accessing and sharing information, their dual-edged nature cannot be ignored.
A critical examination of social media’s role highlights a significant concern: its contribution to the widespread dissemination of misinformation. Gil de Zúñiga et al. (2023) contend that although social media has democratized information sharing, it has also inadvertently opened avenues for the spread of false and misleading content. The architecture of these platforms, which often rewards sensationalism over factual accuracy, exacerbates the problem. Thus, while the barrier to accessing and sharing information has been lowered, the quality and veracity of the shared information remain pressing issues, raising questions about the reliability of social media as a news source.
CHAPTER THREE
METHODOLOGY
Research Design
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The research design for this study was cross-sectional quantitative, employing a survey research design. Quantitative research is often employed in studies where numerical data can be analyzed statistically to establish relationships or patterns (Creswell & Creswell, 2018). A survey research design was chosen because it allows for the collection of structured data from a large number of respondents, enabling the researcher to generalize the findings to a broader population (Saunders, Lewis, & Thornhill, 2019). In this study, a survey was used to understand the news consumption patterns of Nigerian youth, particularly Millennials, and their perception of news credibility on social media platforms, such as Twitter. The quantitative approach is particularly suited for this research because it allows for the systematic gathering of data and statistical analysis to identify trends, correlations, and patterns in the  of the youth population concerning their news consumption habits.
Study Settings
The study was conducted in Nigeria, focusing specifically on youths, defined as individuals between the ages of 15 and 29, based on the National Youth Policy of Nigeria (PRB, 2020). Geographically, the study covered the entire country, considering the significant role social media plays across various regions, especially urban areas. Nigeria is a large and diverse country, and its youth represent a vital demographic in understanding trends related to digital media and news consumption. The study aimed to capture a broad view of how social media platforms influence news consumption habits across Nigeria, providing insights into regional and demographic variations. Although urban areas such as Lagos, Abuja, and Kano are more likely to have higher internet penetration, the study intended to incorporate responses from various regions to ensure that the data would reflect the youth’s overall habits across the nation.
Population of the Study
The target population for this study was Nigerian youths, specifically Millennials, defined as individuals aged 15 to 29. According to estimates, the youth demographic in Nigeria accounts for about 70% of the country’s total population, amounting to approximately 159 million individuals (Worldometers, 2023). This large population of digital natives is crucial because they are major consumers of digital media and social media platforms. Understanding how they engage with news on social media, particularly the credibility of such news, is significant, as they play a central role in spreading and consuming information. Given the rapid digital adoption among Nigerian youths, focusing on this group provides valuable insights into how news consumption on platforms like Twitter shapes their political and social views. This demographic is also highly susceptible to misinformation, making their s crucial to study.
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND DISCUSSION
Data Presentation
Demographic Distribution of Respondents
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
Summary of Findings
The study aimed to explore the influence of Twitter news on the political, social, and consumer behaviour of Millennials. Data was collected from 400 respondents, and several analyses were conducted to assess how Twitter news shapes their attitudes and behaviours. The results of the study revealed several key insights into how Millennials interact with news on Twitter and how it influences their opinions and actions. Below is a summary of the findings from the study.
The study found that news on Twitter has a significant influence on the political views of Millennials. Over half of the respondents agreed that Twitter significantly impacts their opinions on political matters. In particular, 32.5% of respondents strongly agreed that Twitter shapes their political views, while 35% agreed. These findings suggest that Millennials turn to Twitter for political information and are actively influenced by the content they encounter on the platform. A smaller proportion of respondents, 15% in total, disagreed with this statement, indicating that while Twitter plays a prominent role for many, there are still some Millennials who may not view Twitter as an important source of political information.
Further analysis showed that the consumption of political content on Twitter aligns with political beliefs. Many respondents noted that they often align their views on social issues with those they see on Twitter. This is indicative of the platform’s role in reinforcing existing beliefs, suggesting that Twitter not only informs political opinions but also has a reinforcing effect on users’ pre-existing views.
The influence of Twitter on consumer behaviour was another important finding of the study. A significant number of Millennials reported that their purchasing behaviour was influenced by product reviews or advertisements on Twitter. Around 30% of respondents agreed that they had changed their purchasing decisions based on what they saw on Twitter, while 22.5% strongly agreed with this statement. This suggests that Twitter is not just a platform for news consumption but also plays a crucial role in shaping consumer decisions, particularly in relation to advertisements and product reviews.
Furthermore, Millennials often turn to Twitter for product recommendations and updates on new brands. The results revealed that many respondents rely on Twitter as a primary source of information when making purchasing decisions. This trend is consistent with the broader influence of social media platforms on consumer behaviour, where Millennials are increasingly making purchasing decisions based on content they encounter on digital platforms.
A critical aspect of the study was to assess the credibility of news on Twitter and how this affects Millennials’ trust in the information they encounter. The study found that while a significant number of respondents consume news on Twitter, there is considerable uncertainty about the credibility of the content. Only 25% of respondents strongly agreed that news on Twitter is credible, while 32.5% agreed with this statement. However, a considerable proportion, 20%, were uncertain, and 22.5% disagreed with the statement. This highlights a key issue in social media consumption: the credibility of the news. While many Millennials use Twitter for news, there is a clear skepticism regarding the authenticity of the information. This uncertainty about the reliability of news on Twitter could have implications for the platform’s effectiveness in shaping opinions and behaviours, especially in the political and social domains.
In terms of political and social behaviour, the study found that Millennials who consume news on Twitter are not passive recipients of information. A large percentage of respondents indicated that the social interactions and discussions they observe on Twitter influence their views on social issues. A total of 57.5% of respondents agreed or strongly agreed with the statement that the social interactions and discussions on Twitter shape their views on social matters. This finding highlights the power of Twitter as a forum for public discourse and its role in influencing the attitudes and behaviours of Millennials toward social issues.
The content encountered on Twitter also plays a role in shaping respondents’ daily decisions. Many Millennials reported that the news they consume on Twitter influences their daily choices, such as where to go or what to purchase. This finding further underscores the significant role of Twitter in shaping the decisions and behaviours of Millennials, not just in political or consumer contexts but in everyday life. Twitter’s ability to affect such a wide range of decisions demonstrates its power as a tool of influence.
The One-Sample t-Test was used to test the hypotheses related to the credibility of Twitter news, its influence on political views, and its impact on consumer behaviour. The results revealed that there is a significant relationship between the credibility of news on Twitter and the level of trust Millennials place in the information. With a t-value of 10.23 and a significance level of 0.000, the null hypothesis stating that there is no significant relationship between news credibility and trust was rejected. This suggests that trust in Twitter news is crucial for Millennials, and the credibility of the content they encounter significantly influences their opinions and behaviours.
Additionally, the study found that news on Twitter does significantly influence the political views of Millennials, as evidenced by a t-value of 8.35 and a significance level of 0.000. This result supports the idea that Twitter is an important source of political information and has a notable impact on the political opinions of Millennials.
The third hypothesis, which posited that the consumption of news on Twitter has no significant impact on consumer behaviour, was also rejected. With a t-value of 7.70 and a significance level of 0.000, the results indicated that Twitter plays a significant role in shaping the purchasing decisions of Millennials. This reinforces the findings from earlier in the study, where respondents reported being influenced by product reviews, advertisements, and other content encountered on Twitter.
Conclusion
Based on the results from the hypotheses tested, the study concludes that Twitter plays a significant role in shaping the political, social, and consumer behaviour of Millennials. The rejection of the null hypotheses confirms that news on Twitter influences political views, consumer decisions, and the level of trust Millennials place in the information they encounter. The significant relationship between the credibility of news on Twitter and trust highlights the importance of users’ perceptions of authenticity in determining the impact of the content they engage with.
The findings further reveal that the political opinions and consumer behaviours of Millennials are shaped by the content they consume on Twitter, emphasizing the platform’s role as a major source of information in both domains. However, the study also acknowledges a degree of uncertainty among Millennials regarding the credibility of news on Twitter, suggesting that trust in social media as a news source remains a critical factor influencing its overall impact.
In conclusion, while Twitter is a powerful tool for influencing Millennials, both in terms of political and consumer behaviours, the platform’s credibility remains a key consideration. These insights contribute to the understanding of social media’s influence on Millennials and offer valuable perspectives for policymakers, marketers, and social media platforms in shaping effective strategies.
Recommendations
The following recommendations were proposed based on the findings of this study:
- Enhance News Credibility on Twitter: Given the significant influence of Twitter on Millennials’ political and consumer decisions, it is crucial for both Twitter and content creators to implement stronger measures for verifying the credibility of news shared on the platform. This could involve the introduction of more robust fact-checking systems or the promotion of trusted news sources to help users make informed decisions.
- Promote Media Literacy: To address the uncertainty among Millennials regarding the credibility of news on Twitter, there is a need for targeted media literacy campaigns. Educating users on how to critically evaluate news content and recognize fake news can empower them to make more informed judgments, reducing the spread of misinformation.
- Strengthen Political Content Regulations: Considering the impact of Twitter news on political views, it is essential for Twitter to work alongside regulators to ensure that political content, especially during election periods, adheres to ethical guidelines. Transparent political advertisements and content labeling could help mitigate the influence of biased or misleading political messaging.
- Leverage Social Media for Marketing: Since Twitter significantly influences consumer behaviour, businesses should enhance their presence on the platform by engaging directly with consumers. Marketers should focus on creating authentic content, responding to customer queries, and promoting products in ways that resonate with Millennials’ values, thereby leveraging Twitter’s potential for brand growth.
- Foster Collaboration Between Media Organizations and Social Platforms: Collaboration between traditional media outlets and social media platforms like Twitter could improve the quality and dissemination of news. Traditional media outlets could partner with Twitter to promote high-quality, factual news content, thereby balancing the rapidly changing and often unverified nature of news on social media.Top of Form
Limitations of the Study
One limitation of this study is the reliance on self-reported data, which may be subject to biases such as social desirability or memory recall errors, potentially affecting the accuracy of the responses. Additionally, the study focused only on Millennials, which limits the generalizability of the findings to other age groups or demographic segments. The research was also confined to the use of Twitter, without considering other social media platforms that may have a similar or more significant impact on the target group’s behaviour. Furthermore, the study’s cross-sectional design means that it captures a snapshot of opinions at one point in time, making it difficult to assess long-term changes in perceptions or behaviours. Lastly, while the sample size was substantial, the study was limited to a specific geographic region, and thus the results may not be fully representative of global trends or diverse cultural contexts. These limitations should be considered when interpreting the findings, and future research could address these gaps by using longitudinal methods, expanding the demographic scope, and exploring other social media platforms.
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