Effectiveness of social media campaigns in Nigeria – a study of Endsars movement campaign

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Abstract

Effectiveness of social media campaigns in Nigeria – a study of Endsars movement campaign. This study critically examines the“effectiveness of social media campaign in Nigeria,” using the #ENDSARS movement as a measure of assessment“. With the specific objective of identifying the cause of police brutality and prescribing possible ways of solving them. The study was anchored on the survey research methods and adopted the perception theory of the press to drive the process as it best suits the topic. The instrument for data collection was the questionnaire, which was distributed to a sampled preparation of 270 respondents. The collected data were analyzed, using table and sample percentage. The finding showed that the majority of Nigerians agree that social media was very effective in creating social awareness and ensuring their interest to participate in or support the #ENDSARS protest as displayed on different social media. Consequently, the research recommended that government, at all levels in Nigeria, must take the right action to move beyond platitude and mere window dressing to commence genuine re-thinking re-orientation, and repositioning of the Nigerian police, and indeed, the entire Nigerian security.