Influence of music video on youth social behavior in federal university Gashua, Yobe state, Nigeria

The present study investigated the impact of music video content on social behavior among undergraduate students at Federal University Gashua, Yobe State, utilizing a single factor experimental design. A non-probability sampling technique was employed, with 390 questionnaires administered, resulting in 357 valid responses. Four standardized instruments were used for data collection: the Content-based Media Exposure Scale, Caprara’s Prosocial Scale for Adults, and the Media Influence on Behavior Scale, compiled into a 34-item questionnaire. Descriptive statistics provided a summary of the data, while inferential analyses using regression techniques assessed the hypotheses. The results indicated that music video exposure significantly influenced social behavior, accounting for 44.6% of the variance (t = 9.350, p < 0.001). Conversely, gender and age were found to have negligible effects on social behavior, with no significant findings (p > 0.05). These findings show the substantial role of music video content in shaping youth social behaviors, suggesting that further exploration of media influence is essential for understanding its broader implications on societal norms. Implications for media consumption and recommendations for future research are discussed.