Predictors of Digital Content Creation among Undergraduate Social Media Users in Lagos State, Nigeria

Abstract

The growth of social media platforms has changed how information is produced and consumed. Undergraduates are major consumers of information on social media, and they also act as content creators on various digital platforms. Against this backdrop, this paper examines media literacy and motivation as predictors of user-generated content (UGC) among undergraduates in Lagos State. The paper is grounded in the Uses and Gratifications Theory, Technological Determinism Theory, and the Technology Acceptance Model. The paper argues that individuals who are media literate are more likely to produce content that is credible, engaging, and socially valuable. In line with the Nigerian context, the paper examines how extrinsic motivations can contribute to the spread of misinformation. The paper discusses various theoretical, practical, and societal implications and recommends the need for digital literacy education in Nigerian universities. The paper contributes to scholarship on digital media participation in Africa. One of the recommendations was that contents creators should develop personal creative drive and confidence in using media tools as these serve as the strongest psychological catalysts for producing online material.