Users and Uses of Social Media in The North-West Region of Cameroon

Abstract: This study provides an in-depth investigation into how young people in the university town of Bambili, located in the North West Region of Cameroon, use social media and the various motivations, challenges, and consequences associated with their engagement with digital platforms. In a rapidly evolving digital landscape, platforms such as Facebook, WhatsApp, TikTok, Instagram, have become central to how youths communicate, access information, learn, socialize, and participate in entrepreneurial activities. The main purpose of this study was to examine not only the different purposes for which youths in Bambili use social media, but also the broader social, economic, and personal factors that shape their usage patterns and influence the outcomes of their online interactions both beneficial and detrimental. A qualitative research design was employed to capture the complex experiences, perceptions, and behaviours of young social media users. Twenty participants were purposively selected from diverse youth categories. Data were collected through semi-structured interviews that elicited detailed accounts of participants’ motivations, usage habits, challenges encountered, and the perceived positive and negative impacts of social media on their daily lives. The study reveals that social media plays multiple essential roles in the lives of youths in Bambili: enhancing communication, facilitating academic collaboration, supporting access to timely information, providing entertainment, enabling self-expression, fostering business promotion, and creating new opportunities for income generation. However, the findings also expose the darker dimensions of digital engagement. These include exposure to online scams, emotional manipulation, pornography, cyberbullying, misinformation, addictive usage patterns, academic distraction, and financial exploitation. Usage patterns were further shaped by demographic factors such as age, gender, educational level, economic background, and the affordability and stability of internet access. The study concludes that while social media is indispensable for youths in Bambili, it also presents significant risks when used without guidance, regulation, or adequate digital literacy skills. It recommends the development of structured digital literacy programs, online safety awareness campaigns, institutional social media policies, and mechanisms that encourage responsible and productive use of digital platforms. Overall, the study underscores the need for a balanced approach to ensure that youths maximize the benefits of social media while minimizing its harmful effects.