SOCIAL MEDIA AND SOLID WASTE MANAGEMENT IN PLATEAU STATE, NIGERIA: PERCEIVED EFFECTIVENESS, ATTITUDINAL INFLUENCE, AND THE ROLE OF INFLUENCERS

Abstract

Municipal solid waste management remains a major environmental and public health challenge in sub-Saharan Africa, where urbanisation has outpaced institutional capacity. Despite widespread social media use in Nigeria, its role in waste management communication and behaviour change remains underexamined. Against this background, the present study assessed the perceived effectiveness of social media campaigns in raising awareness of solid waste management, influencing waste disposal attitudes and behaviours, and promoting sustainable waste management practices through social media influencers in Langtang North and Langtang South Local Government Areas of Plateau State, Nigeria. A quantitative cross-sectional survey involved 330 respondents, comprising 289 residents and 41 municipal waste management staff, selected through multistage stratified and convenience sampling. Data were collected using a structured four-point Likert questionnaire and analysed using descriptive statistics and the Chi-square test of independence at = 0.05. Mean scores ranged from 2.50 to 2.80 for campaign effectiveness, 2.59 to 2.84 for attitudinal and behavioural influence, and 2.52 to 2.80 for influencer impact. Attitudinal influence (M = 2.84) exceeded behavioural engagement (M = 2.59), indicating an attitude-behaviour gap. The Chi-square test showed a significant association between respondent category and perceptions of social media's role ( = 12.079, df = 2, p = 0.046). The findings indicate that social media can strengthen awareness and attitudes, but sustained behavioural change requires complementary improvements in waste management infrastructure and institutional capacity.