Digital paradox: How social media communication enables and undermines entrepreneurial intentions among tertiary institution students in Lagos State, Nigeria

Abstract

The development of social media has changed the way people communicate globally, thereby creating new and different opportunities for acquiring, disseminating knowledge and making friends or role models, particularly among young adults. This study examined the role of social media communication in shaping entrepreneurial intentions among students in tertiary institutions in Lagos State, Nigeria. The objectives of the study was to examine how social media platforms enhance students’ access to entrepreneurial knowledge and opportunities in Lagos State, evaluate the impact of social media communication on students’ entrepreneurial self-efficacy and motivation, propose strategies for leveraging social media to foster sustainable entrepreneurial intentions among students. The study focused on three theories: Theory of Planned Behavior (Ajzen, 1991), Social Learning Theory (Bandura, 1977), and Uses and Gratifications Theory. A descriptive research design was adopted and survey method was employed. Data were collected from 392 respondents out of a total of 396 students selected using the purposive sampling technique from University of Lagos and Federal College of Education, Akoka, through the use of a structured questionnaire that was based on a 5-point Likert scale (1 = Strongly Disagree, 5 = Strongly Agree). Frequencies, means, and standard deviations were used to analyse the data. The results revealed that Instagram, TikTok, and WhatsApp, in particular, served as powerful enablers of entrepreneurial knowledge acquisition, self-efficacy, and intention, while at the same time posing risks through misinformation and idealised narratives, with the mean score ranging from 4.06 to 4.59, students strongly agreed that social media enhance exposure to business ideas, success stories, entrepreneurial pages, and training opportunities in particular, the mean score of 4.79 indicated that social media communication markedly strengthened confidence in problem- solving and inspired initiative-taking, Mean scores of 4.05–4.39 also show strong agreement that idealised success stories, exaggerated wealth portrayals, and misleading advice create unrealistic expectations and distort decision- making. In conclusion, it is evident that social media platforms serve as a powerful tool that fasten entrepreneurial intentions while also posing risks of misinformation. The study recommends that, official social media pages that focuses on entrepreneurship and integrated digital literacy/social media tools should be established into the institutions curricula.