SOCIAL MEDIA MONETISATION AND SOCIO-ECONOMIC DEVELOPMENT AMONG YOUTHS IN BAYELSA

This study assessed the level of awareness, factors that influence the engagement and perception regarding theinfluence of social media monetisation on socio-economic development among youths in Bayelsa. TechnologicalDeterminism Theoryserved as the theoretical framework for this study. The survey was used as theresearch designfor this study. The projected population of this study was approximately 1,533,586 youths between 15 and 35 yearsin Bayelsa for 2023 using the Geometric Population Projection Formula at a 2.6% growth rate. A sample size of 385respondents was determined using the Survey Monkeyonlinesample size calculator at a 95% confidence level and5% error level. Purposive sampling was employed for this study to select youths active on social media, most likelyto engage in socio-economic activities through these platforms. Data was collected using a structured questionnaire.The study found that majority (67.34%) of the respondents are aware of social media monetisation. Economicmotives, especially the desire for additional income and entrepreneurial opportunities, are primary motivators toengage in social media monetisation. Social media monetisation is a contributor to economic opportunities foryouths in Bayelsa state. The mostrecognised contribution is the creation of money-making opportunities (40.40%).The researchers recommend that the Ministry of Youth and Sports Development, Ministry of Communications andDigital Economy as well as the Bayelsa State Government should enhance awareness and knowledge of socialmedia monetisation through training and education programmes, facilitate access to technical resources and skillsdevelopment.