Social Media Exposure and Perceived Peer Influence on Substance Use Attitudes among Youth

Abstract

This study investigated the perceived influence of social media on substance usage among youths in Ilorin Emirate, Nigeria. Employing a quantitative survey design, data were collected from 400 respondents across five local government areas using stratified random sampling. The findings revealed that social media platforms such as TikTok, Snapchat, YouTube, WhatsApp, and Telegram significantly influence youths’ attitudes and behaviours toward substance use. A large proportion of respondents reported frequent exposure to content that glorifies or normalizes substance use, while influencers and online groups further reinforced these portrayals. Descriptive and inferential analyses indicated that peer influence mediated through social media remains a powerful driver of substance experimentation and consumption. The study concludes that while social media serves as a tool for connection and engagement, it also contributes to shaping harmful behavioural patterns among youths. It recommends strategic interventions including policy regulation, digital literacy programs, and health communication campaigns that leverage social media platforms to counteract pro-substance content and promote healthier lifestyles.