The social media influencers and its implication on college students’ perceptions, attitudes, value and lifestyle. A case of Tanzania public service college (TPSC)-Tanga campus
DOI:
https://doi.org/10.51867/ajernet.7.4.102Keywords:
Attitude Formation, Digital Identity, Lifestyle Values, Media Influencers, Social MediaAbstract
This study assesses how young people interact independently with others, the role of social media influencers, and the implications for college students, highlighting both positive and negative effects; it observes the dual impact of social media influencers on students' behavioural changes, perceptions, attitudes, values, and lifestyles. This study focuses on college-level students, highlighting both positive and negative aspects; it observes the dual impact of social media influencers on students' behavioural changes and lifestyles and examines how these influencers shape their perceptions, values, lifestyles, and future decisions. The current study, Social Learning Theory (SLT) and the Theory of Planned Behaviour (TPB), guides the study. The study used a mixed approach to collect information regarding perceptions, opinions, characteristics, attitudes, and behaviours towards the use of social media and its implications. This study targeted the students from National Technical Award (NTA) level 4 to NTA level 6 at the TPSC-Tanga campus. Both probability and non-probability sampling techniques were used to select students from various classes. Sampling techniques are used in the research in order to obtain correct information from the respondents. Data were collected in both secondary and primary forms, which were collected using interviews, focus group discussions, and questionnaires. Data were analysed thematically, and recurring patterns were identified through coding. The findings show that the majority of the respondents were exposed to different social media, and the types of content engaged with include entertainment, educational or academic content, beauty and fashion, playing games, motivational and self-improvement, and political & social issues. The study further established that social media influencers exert both positive and negative influence on students, as it contributes to academic motivation, healthy styles, career development, and creativity. The revealed negative impacts include the promotion of unrealistic lifestyles, time wastage, mental health challenges, and poor spending habits. The study recommends that policymakers and educational institutions strengthen existing laws and policies to effectively regulate influencer activities and online content. The institution as well as the family should be actively involved in shaping how students use and interact on social media. Media literacy programmes should be integrated into educational curricula to equip students with critical thinking skills for evaluating influencers' content.
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