This study delves into the intricate relationship between social media, celebrity culture, and the everyday lives of Nigerian university students at Edo State University, Uzairue. Utilizing a quantitative approach, the research investigates how students engage with and respond to celebrity content on social media platforms. The core objective is to understand how these interactions influence students' behaviours and perceptions of themselves, others, and the world around them. Employing an online survey questionnaire distributed through Google Forms to 378 students, the research ensures anonymity and facilitates reaching a wider audience. The findings reveal a high engagement rate with social media, with Facebook emerging as the preferred platform for following celebrities. The analysis delves deeper, exploring how social media use shapes student perceptions and behaviours concerning celebrity culture. The research aims to contribute to a nuanced understanding of the complex interplay between these elements within the Nigerian university context. This knowledge can be valuable in understanding the evolving youth culture and its potential implications for educational and social development.
Vol. 3, No 1, pp. 71-81.