Social TV and Nigerian Youth Culture Online: Literature, Religiosity, and Preliminary Findings

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Author(s): Adamkolo Mohammed Ibrahim (University of Maiduguri, Nigeria)
Copyright: 2026
Pages: 56
Source title: Digital Space in the Wake of Shrinking Traditional Media
Source Author(s)/Editor(s): Alfred Okoth Akwala (Technical University of Kenya, Kenya), Denish Ouko Otieno (Kenya Institute of Mass Communication, Kenya)and Amos Moraro Marube (Technical University of Kenya, Kenya)
DOI: 10.4018/978-1-6684-9356-4.ch003

Keywords: Digital Media / Information Science Reference / Media & Communications / Social Networking

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Abstract

Social TV is the use of social media and digital technologies to enhance the TV viewing experience. However, there is a lack of research on social TV in Nigeria. This chapter aims to fill this gap by providing a critical analysis of social TV and audience interaction in Nigeria with some preliminary findings. A modified UTAUT2 was used as the theoretical framework, integrating technology awareness and religiosity as additional predicting and moderating variables respectively. A survey among Nigerian university students reveals that performance expectancy, social influence, hedonic motivation, price value, habit and technology awareness significantly predict use intentions, with extrinsic religiosity strengthening the relationship between behavioural intention and actual usage. The chapter also explores the potential and implications of social TV for content production, civic engagement, and cultural diversity in Nigeria. The chapter concludes by summarising the findings and contributions, and highlighting the limitations and directions for future research.

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Social TV and Nigerian Youth Culture Online: Literature, Religiosity, and Preliminary Findings

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