Chapter One — 1.1 Background to the Study

Over the past decade, the relationship between social media usage and audience trust in media has become a subject of considerable debate among scholars and industry practitioners alike, particularly within the context of Selected Public Universities in Nigeria where operating conditions differ markedly from more developed markets.

Selected Public Universities in Nigeria presents a useful setting for examining this relationship precisely because the conditions there — structural, regulatory, and behavioural — differ from those typically assumed in the broader literature, most of which draws on evidence from more developed economies.

1.2 Statement of the Problem

Despite a growing body of literature on social media usage, there remains limited consensus on the precise nature of its relationship with audience trust in media, particularly within Selected Public Universities in Nigeria. Many organizations continue to make decisions about social media usage without a clear, evidence-based understanding of how those decisions ultimately affect audience trust in media. This gap between practice and empirical understanding is the central problem this study seeks to address.

1.3 Objectives of the Study

1. To examine the effect of Social Media Usage on audience trust in media in Selected Public Universities in Nigeria.
2. To assess the extent to which social media usage influences audience trust in media within the study area.
3. To identify the challenges associated with social media usage in relation to audience trust in media.
4. To recommend strategies for optimizing social media usage in order to improve audience trust in media.

1.4 Research Questions

1. What is the effect of social media usage on audience trust in media in Selected Public Universities in Nigeria?
2. To what extent does social media usage influence audience trust in media within the study area?
3. What challenges are associated with social media usage in relation to audience trust in media?
4. What strategies can be adopted to optimize social media usage in order to improve audience trust in media?

1.5 Significance of the Study

This study is significant to a range of stakeholders. For policymakers and regulators, the findings offer evidence to guide the design of frameworks that support healthier outcomes around audience trust in media. For managers and practitioners within Selected Public Universities in Nigeria, the study provides practical insight into how social media usage can be better managed. Finally, it contributes to the academic literature on mass communication by extending existing knowledge into a specific empirical context, and offers a reference point for future researchers.

1.6 Scope of the Study

The study is limited to an examination of Social Media Usage and its relationship with audience trust in media within the context of Selected Public Universities in Nigeria. It reflects a PhD-level scope of analysis and relies on data and perspectives available within that scope; generalizing the findings beyond this specific context should therefore be done with appropriate caution.