CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Preamble

In this chapter, we will thoroughly explore the connection between Instagram influencers,

cultural values, and the youth demographic in FCT Abuja. By carefully examining existing

literature, we will uncover the complex dynamics at play in these areas. We will start by looking

at how Instagram influencers operate and the impact they have, then move on to discuss the role

of cultural values in shaping identity and behavior.

2.2 Review of Concepts

2.2.1 Instagram Influencers

An Instagram influencer can be defined as a user on Instagram with a large following and

credibility in a niche. As Duh and Thabethe (2021) found, influencers often have over 10,000

followers and can drive engagement and impact purchasing decisions due to their authority and

relationship with audiences. Instagram influencers focus lifestyle content on fashion, beauty,

fitness, food, and more to connect with followers, frequently using Instagram stories, posts, reels,

and live videos as part of their influencer marketing value for brands through sponsored content

and affiliate links, as explained in Rebelo's (2017) dissertation. The main characteristics of

Instagram influencers are their ability to shape opinions and collaborate with companies to

promote products, services, causes, or ideas, monetizing their extensive reach on Instagram.

Rebelo (2017) also examined how influencers' credibility impacts consumers' purchase

intentions, finding authority and authenticity to be key factors. There are various types of

Instagram influencers who focus their content and personal branding around specific lifestyle

niches. As Almeida (2019) explained in her dissertation on influencer marketing in the beauty

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industry, some of the main Instagram influencer categories are based on topics like fashion,

beauty, fitness, food, travel, and more. Morteo's (2018) literature review also examined the

typification of influencers, noting that mega- and macro-influencers have achieved celebrity

status with exceptionally large followings, while micro- and mid-tier influencers may still wield

significant influence in their niche with follower counts over 10,000. Specifically within beauty,

Almeida found that collaborators, critics, and curators make an impact through product reviews,

recommendations to followers, and creative content. Overall, "Influencers produce content

related to their area, and seek to impact the decisions of their followers'' (Morteo, 2018, p. 89).

So while their topics may differ, Instagram influencers aim to leverage their expertise,

authenticity, and connection with niche audiences to shape opinions. As these authors have

categorized, specialization around subjects like lifestyle or beauty is key in the influencer

landscape.

Instagram influencers leverage various tactics to engage their audiences and drive opinions. As

Almeida (2019) found, common approaches include social proof with testimonials and reviews,

emotional appeals through inspirational or lifestyle content, and storytelling to build narratives

around products. Influencers may also use exclusivity claims with limited offers or "swipe up"

links to provoke FOMO. Morteo (2018) added that influencers portray aspirational perfection in

line with their niche to influence attitudes. Additionally, Duh and Thabethe (2021) explained

influencers highlight brand benefits, while Rebelo's (2017) dissertation showed authenticity

around recommendations enhanced credibility to sway purchase intentions. By strategically

combining factors like authority, trust, inspiration, and urgency with affiliate links or discount

codes, Instagram influencers prompt engagement and action from their followers. As these

studies have illustrated, well-crafted influence approaches are vital for turning influencer reach

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into concrete impact. Whether through perfection, passion, or honesty, the most effective

Instagram influencers shape attitudes by selling not just products but identities their audiences

admire or aspire to.

2.1.2 Cultural Values

Values refer to the fundamental beliefs and principles that guide individuals' behavior and

decision-making processes. According to Idang (2015), values are deeply rooted in cultural

contexts, shaping the attitudes and behaviors of individuals within a society. These values are

often passed down through generations and play a significant role in shaping societal norms and

customs. For instance, Onyima (2016) emphasized the importance of Nigerian cultural heritage

in preserving traditional values amidst modernization and globalization. Such values encompass

various aspects of life, including ethics, morality, and social interactions. They serve as a

compass for individuals, influencing their perceptions of right and wrong and guiding their

actions accordingly. Furthermore, values are dynamic and subject to change over time due to

evolving societal norms and external influences. However, they remain integral to individuals'

identities and contribute to the cohesion and stability of communities. In essence, values serve as

the foundation upon which societies are built, reflecting their unique cultural identities and

providing a framework for understanding human behavior.

Cultural values are the fundamental beliefs and principles that guide a particular society,

according to Idang (2015). These values act as a compass, shaping how people within the culture

interact with each other and the world around them. As Onyima (2016) argues, cultural values

are often deeply rooted in traditions, religions, and historical experiences. One key characteristic

of cultural values is that they are shared to some degree by a majority of the group (Agaba &

Orngu, 2016). This creates a sense of common identity and understanding within the culture.

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However, it's important to acknowledge that values can also vary within a culture, influenced by

factors like ethnicity, social class, or age. Nwaoboli and Arijeniwa (2022) highlight the evolving

nature of cultural values, particularly in the face of modern influences like social media.

Cultural values encompass traditional and contemporary ideals, notably individualism versus

collectivism, extensively studied across cultures (Agaba & Orngu, 2016). Individualistic

societies, such as the United States and Australia, prioritize personal achievement and

independence, defining individuals through their accomplishments. In contrast, collectivistic

cultures, like many in Asia and Africa, emphasize social harmony and loyalty to the group,

deriving identity from family or community (Onyima, 2016). However, cultures often blend both

aspects, as seen in individuals who prioritize personal achievement but value family loyalty.

Another key dimension is the tension between tradition and modernity, with traditional cultures

emphasizing established practices for social order and continuity, while modern cultures embrace

change and innovation, influenced by technology and globalization (Idang, 2015; Nwaoboli &

Arijeniwa, 2022). Yet, cultures can integrate both, valuing technological progress alongside

traditional beliefs and customs, illustrating the nuanced interplay between tradition and

modernity in cultural values.

As Omenugha, Uzuegbunam, and Ndolo (2016) found, cultural values significantly influence

behaviors, mindsets, and the construction of identity amongst youth. Values shape the standards

for judging right versus wrong and good versus bad that guide conduct. According to Onyima

(2016), values promote social order and harmony by outlining societal expectations, norms and

models for behavior passed down intergenerationally. Idang (2015) explained values foster a

sense of belonging, continuity, and roots in cultural heritage. However, Agaba and Orngu (2016)

noted the influx of foreign values challenges preservation of traditional mindsets. Similarly,

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Nwaoboli and Arijeniwa (2022) critiqued how social media accelerates cultural

commodification, potentially replacing communal notions of status and success with

competitive, individualistic ones. Ultimately, the erosion of indigenous values through

modernization and Westernization impacts youth orientations, attitudes and lifestyles by shifting

aspirational standards. Careful safeguarding of heritage values ensures positive clung influence

and identity continuity between generations.

2.3 General Literature

2.3.1 The influence of social media on youths

Akram & Kumar (2017) acknowledge the double-edged sword that social media presents for

youths. While it empowers young professionals by facilitating networking and showcasing

skills, it also harbors risks like cyberbullying. Their study emphasizes a comprehensive

understanding of social media's impact across various aspects of youth life, including health,

education, and social interactions.

Siddiqui & Singh (2016) echo similar observations. Their study explores the multifaceted

influence of social media on youths, encompassing both positive and negative aspects. They

highlight the potential for social networking to connect and inform young people. However, the

authors acknowledge the need for awareness regarding potential drawbacks without explicitly

mentioning them in their study. Vall-Roqué et al. (2021) take a more specific approach,

investigating the impact of social media use on young women during the COVID-19 lockdowns.

Their findings reveal a significant increase in social media engagement, particularly on platforms

like Instagram. This heightened usage, especially when focused on appearance-driven content,

correlated with increased body dissatisfaction and lower self-esteem among young women. This

study underscores the potential negative influence of social media on youths' mental well-being

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and body image. Franchina & Lo Coco (2018) delve into the specific concern of body image

among adolescents. Their study highlights the significant influence of "idealized social media

models" on how young people perceive their own bodies. They point out the prevalence of

unrealistic beauty standards, particularly for girls encountering "thin-ideal" models and boys

exposed to "muscular-ideal" models. The study emphasizes the need for further investigation

into the pressure social media creates for boys regarding body image.

Singh & Guruprasad (2019) take a broader approach, examining the overall impact of social

media on youth. Their study acknowledges the positive aspects of social media platforms as

discussion forums and sources of entertainment and communication for young people. However,

they raise concerns about the lack of awareness among parents and teachers regarding potential

risks. The study emphasizes the need for a deeper understanding of how social media use can

negatively affect connections and mental health, while also exploring the positive aspects for

youth development. Singh et al. (2017) focus on the case of Indian youth and their social media

usage. The study acknowledges the integration of social media into the lives of young Indians.

While recognizing the potential benefits, the authors highlight the risk of addiction and the

negative influence excessive use can have on youth lifestyles. Their study underscores the

importance of finding a balance and using social media effectively for positive growth.

Kusuma (2020) highlights social media's double-edged sword. While it fosters connection and

knowledge sharing, it can also cultivate negative emotions like greed and fanaticism through

constant exposure to others' curated online personas. This social comparison aspect is further

explored by Jan et al. (2017). Their study finds a strong correlation between social media usage

and decreased self-esteem, particularly due to the prevalence of upward comparisons on

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platforms like Facebook. Individuals constantly bombarded with seemingly perfect online lives

experience a decline in their own self-worth.

However, access to social media isn't uniform. While Kusuma (2020) focuses on a general

impact, it also emphasizes the disparity in social media use based on location. Their findings

suggest that rural teenagers primarily access social media for social connection, not academic

purposes. This indicates that social media's influence can vary depending on factors like

socioeconomic background and geographical location.

2.3.2 The role of influencers in shaping attitudes and behaviors

Nafees et al. (2021) delve into the concept of SMI power, which they define as an influencer's

reach and popularity. Their study suggests that high SMI power positively impacts consumer

brand attitudes. However, this influence isn't direct. The study reveals that perceived SMI

credibility, a combination of expertise and trustworthiness, partially mediates the relationship. In

simpler terms, for influencers to truly sway brand perception, consumers need to believe they

are not just popular, but also knowledgeable and trustworthy sources.

Kwiatek et al. (2021) focus on a similar concept - credibility. Their study emphasizes how

influencer credibility directly impacts consumer behavior. They highlight the rise of

micro-influencers, individuals with smaller, more niche followings. The study argues that for

these micro-influencers, building trust with their audience is crucial. Consumers are more likely

to be swayed by recommendations from someone they perceive as genuine and relatable.

Yang Feng et al. (2024) introduce a new twist: AI influencers. Their study explores how

consumers perceive these computer-generated personalities. The study identifies various

attributes that influence consumer acceptance of AI influencers, such as anthropomorphism

(human-like qualities) and attractiveness. These factors contribute to how consumers trust and

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connect with the AI persona, ultimately influencing their attitudes towards the product or brand

being endorsed.

Alexander (2024) takes a broader look at the impact of influencers in a specific region. Their

study on Greece reveals the power of influencers in shaping public opinion and consumer

behavior across various sectors, particularly in beauty, fashion, and travel. This highlights that

influencer marketing can be highly effective when tailored to specific demographics and

interests.

Antunes (2022) provides a more general perspective. Their study explores how influencers fit

into the modern consumer decision-making process. The study argues that with the decline of

traditional advertising, brands increasingly rely on influencers to connect with consumers in a

more natural and authentic way. Influencers act as a bridge between brands and consumers,

shaping consumer journeys and ultimately influencing purchasing decisions.

Lajnef (2023) investigated this phenomenon in Tunisia, proposing a new approach using

"cognitive map technique" to understand how teenagers' mental models are influenced by the

characteristics of the influencers they follow. Their findings revealed that teenagers perceive

these influencer characteristics as interconnected, with the overall perception shaping their

behavior. This highlights the importance of understanding how influencer actions and messaging

are processed by young audiences.

Beyond teenagers, social media influencers can also influence brand perception for a broader

audience. Nafees et al. (2021) examined the role of influencer power and credibility in shaping

consumer brand attitudes. Their study found that perceived influencer expertise and

trustworthiness mediate the relationship between influencer power and consumer brand attitudes.

In essence, consumers are more likely to develop positive brand attitudes when influencers they

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perceive as credible and knowledgeable endorse a product. This study suggests that brands must

carefully consider the credibility and expertise of the influencers they partner with to maximize

the effectiveness of their marketing campaigns

Olaojo (2020) focused on Nigerian influencers on Twitter, examining how their personality and

communication styles influence their audience within online communities. The study found that

followers are more receptive to influencers who exhibit strong personality traits and utilize

informative communication strategies. Interestingly, the study did not reveal a significant

difference in the influence wielded by political and marketing influencers, suggesting that

personality and communication style may be more impactful than the influencer's specific niche.

This highlights the importance of influencer authenticity and effective communication in

building trust and shaping follower behavior.

While Olaojo (2020) explored the "how" of influencer influence, Kanaveedu & Kalapurackal

(2022) took a broader view, conducting a systematic literature review on influencer marketing

and consumer behavior. Their analysis of study published between 2016 and 2021 aimed to

identify key themes and frameworks that explain how influencers activate consumer behavior.

This review identified a gap in knowledge regarding the theoretical underpinnings of influencer

marketing. The authors proposed an integrative framework that can be used for future study to

explore the various factors that contribute to the effectiveness of influencer marketing

campaigns. By understanding the "why" behind consumer behavior influenced by social media

personalities, brands and marketers can develop more targeted and impactful strategies for their

influencer partnerships.

2.3.3 The impact of social media on cultural values

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Tang et al. (2020) present a view of Instagram as a potential tool for cultural homogenization.

Their study on social media's influence suggests a risk of cultural "invasion," where

dominant cultures can overshadow and weaken local traditions through online content. On

Instagram, this could manifest through the widespread adoption of trends and aesthetics

associated with specific cultures.

However, another study highlights Instagram's potential to celebrate diversity. Sheldon et al.

(2020) find that cultural values themselves shape how people use social media platforms.

This implies that Instagram can provide a platform for different cultures to express

themselves authentically through hashtags and content specific to their traditions.

Pookulangara & Koesler (2011) explore social media as a space for cultural exchange.

Instagram, with its emphasis on visual content, could facilitate the sharing of cultural

practices and traditions between different communities. This could lead to a greater

understanding and appreciation of cultural diversity.

The impact of culture on Instagram use can also be seen on a regional level. Safdar et al. (2020)

highlight the potential for cultural conflict in their study on Pakistani students. They suggest

that exposure to Western cultures on Instagram may clash with traditional values.

However, this can also be seen as an opportunity for dialogue and cultural adaptation.

Al Omoush et al. (2012) find that cultural norms can coexist with social media use in the Arab

world. Their study on Facebook suggests that users find ways to maintain their cultural

identity while engaging with the platform. This could be replicated on Instagram, where

users can curate their profiles to reflect both their cultural background and their desire to

connect with a global audience.

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While Pandia (2016) doesn't directly address Instagram, his work on social media and

cultural education in India implies a potential for promoting cultural identity on the

platform. Instagram could be used to showcase traditional art, music, and lifestyles,

fostering cultural awareness among users.

Al-Kandari et al. (2016) investigate gender differences in Instagram use in Kuwait,

demonstrating the influence of cultural norms on online behavior. This highlights the

importance of considering cultural context when examining how Instagram shapes cultural

expression.

Tang et al. (2020) argue that social media can pose a threat to cultural identity. Their study

suggests a risk of cultural "invasion," where dominant cultures spread through social media

content, potentially stifling local traditions. This challenge to traditional values is a

concern identified in several cultures.

However, other studies offer a more nuanced perspective. Safdar et al. (2020) find evidence of

cultural conflict in their study on Pakistani students. They suggest that exposure to Western

cultures on social media can clash with traditional values held by the students. However,

this conflict can also lead to negotiation and adaptation of cultural norms, potentially

leading to a more evolved cultural identity.

Al Omoush et al. (2012) investigate the Arab world, where cultural values remain influential

despite the popularity of social media. Their study on Facebook suggests that users find

ways to maintain their cultural identity while still engaging with the platform. This

highlights the possibility of social media accommodating cultural values rather than

replacing them.

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Pandia (2016) explores the potential of social media to be a tool for cultural education and

preservation. While his work focuses on India, the concept can be applied more broadly.

Social media platforms can be used to showcase traditional art, music, and lifestyles,

potentially strengthening cultural identity among users.

2.4 Empirical Studies

Khalid et al. (2018) investigates the influence of social media influencers (SMIs) on

consumption culture among Malaysian youth on social networking sites (SNS) like Instagram.

The study aims to understand how SMIs, through their curated content and follower engagement,

shape consumption habits and cultural identity. The independent variable is the content curation

by SMIs, focusing on reviews and trendsetting posts, while the dependent variable is the

consumption behavior and cultural identity of the youth following these SMIs. Using content

analysis, the researchers examined both the content posted by SMIs and feedback from their

followers. The findings suggest that SMIs influence consumption choices, particularly related

to dining and social experiences, and reinforce cultural identity through shared voices on the

platform. The study concludes that SNS engagement with SMIs contributes to how young

Malaysians develop their social and cultural awareness online. The authors recommend further

study to explore the long-term effects of SMI influence on consumption behavior and cultural

identity formation.

In comparison to this study, while both studies examine the influence of social media influencers,

Khalid et al. (2018) focused specifically on consumption culture and cultural identity among

Malaysian youth, whereas this study aims to evaluate the role of Instagram influencers in

shaping cultural values among youth in the Abuja Municipal Area Council (AMAC), Nigeria.

The independent variables differ, with Khalid et al. looking at influencer content curation and

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this study considering influencers more broadly. The methodology also varies, with Khalid et al.

employing content analysis and this study utilizing a survey approach. A key difference is that

Khalid et al.'s study was conducted in the Malaysian context, while this study is localized to the

AMAC region of Nigeria, which has a diverse population reflecting the country's cultural

landscape. This highlights a research gap, as there is a need to understand the specific ways in

which Instagram influencers shape cultural values among youth in Nigeria, particularly in a

culturally diverse region like AMAC. this study aims to fill this gap by evaluating the role of

influencers, identifying the cultural values impacted, and determining the extent of their

influence in this unique context.

Bussy-Socrate and Sokolova (2024) aimed to investigate the sociomaterial influences driving the

sexualized practices of influencers on Instagram, drawing upon social influence and

sociomateriality theories. Employing a netnographic approach, the researchers collected

observational data from the Instagram accounts of 20 influencers in the beauty and fashion niche,

alongside conducting 15 in-depth interviews with women engaging in sexualization practices

online. Data analysis was performed using an abductive strategy, with materials coded according

to thematic analysis principles. The study uncovered that sexualization arises from a multifaceted

system of social interactions bolstered by various factors and actors, notably highlighting the

significant influence of technology as a non-human authority shaping implicit norms and

influencing the behaviors of women influencers. This study stands out for its departure from

existing literature's predominant focus on the negative outcomes of sexualization, instead

offering insights into the social constructs within social media. It adds value to the burgeoning

literature on social media influencers by elucidating the social settings, motivations, and

pressures embedded within both social and technological contexts. The findings underscore the

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intricate interplay between human agency and technological affordances in shaping online

behavior. As a recommendation, further research could explore the long-term effects of these

sociomaterial influences on individuals' identities and societal norms in the digital age.

In comparison to this study, Both studies explore the influence of Instagram influencers, but

differ in their specific focus. Bussy-Socrate and Sokolova (2024) investigated the sociomaterial

drivers behind the sexualized practices of influencers through a netnographic approach and

in-depth interviews. In contrast, this study aims to evaluate the role of Instagram influencers in

shaping cultural values among youth in the Abuja Municipal Area Council (AMAC), Nigeria,

utilizing a survey methodology with questionnaires. While their study drew upon social

influence and sociomateriality theories to understand sexualization, this study examines

influencers' impact on a broader range of cultural values. A key difference lies in the context, as

Bussy-Socrate and Sokolova did not specifically target a geographical region, whereas this study

is localized to the culturally diverse AMAC region. This highlights a research gap, as there is a

need to understand how Instagram influencers shape cultural values specifically among youth in

Nigeria's AMAC, an area reflecting the country's cultural landscape.

2.5 Theoretical Framework

2.5.1 Introduction

This study employs two complementary theories, Social Learning Theory and Acculturation

Theory, to examine the influence of Instagram influencers on youth culture. Social Learning

Theory explores observational learning, while Acculturation Theory analyzes cultural exchange

and adaptation. Together, these frameworks provide a comprehensive lens to understand the

complex interplay between social media, influencers, and cultural values among youth.

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2.5.2 Social Learning Theory (SLT)

Social Learning Theory (SLT), developed by psychologist Albert Bandura in the mid-20th

century, proposes that learning occurs through observing, imitating, and modeling the behaviors,

attitudes, and emotions of others. It represents a significant shift from traditional behavioral

theories, which emphasized the role of reinforcement in shaping behavior. SLT highlights the

importance of cognitive processes, proposing that individuals actively process information from

their environment and make choices about which behaviors to adopt. The core tenets of SLT

revolve around four key concepts: attention, retention, reproduction, and motivation. Attention

focuses on the factors that influence an individual's focus on observed behaviors. These include

the characteristics of the model (e.g., expertise, attractiveness) and the salience of the behavior

itself. Retention refers to the ability of the individual to remember the observed behavior.

Factors like clarity and repetition play a crucial role in this stage. Reproduction involves the

individual's capacity to translate the observed behavior into action. This is influenced by the

complexity of the behavior and the individual's existing skillset. Finally, motivation addresses the

factors that drive the individual to actually perform the observed behavior. These include

anticipated rewards, punishments, and personal beliefs.

SLT's applicability is vast, extending to various social contexts. It is particularly relevant in

understanding youth behavior, as young people are naturally prone to social learning. Platforms

like Instagram, with their abundance of influencers showcasing specific lifestyles, hobbies, and

values, create a potent environment for social learning. Youths observe influencers' behaviors,

attitudes, and fashion choices, and may be motivated to imitate them in an effort to gain social

acceptance, achieve perceived success, or simply fulfill a desire to belong. This influence can

extend beyond superficial aspects and potentially shape cultural values by normalizing certain

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behaviors or viewpoints. However, SLT is not without limitations. Critics argue that the theory

underestimates the role of individual agency. It suggests a somewhat passive learner, neglecting

the possibility of active interpretation and resistance to observed behaviors. Additionally, the

theory primarily focuses on direct observation and imitation, overlooking the influence of

broader social and cultural contexts that may shape both the influencer and the observer.

Despite these limitations, SLT provides a valuable framework for understanding the impact of

social media influencers on youth culture in the context of this study. By focusing on

observational learning and the factors that influence it, we can explore how young people on

Instagram are exposed to and potentially adopt the values and behaviors presented by

influencers. The theory allows us to examine the types of behaviors modeled by influencers, the

characteristics that make them influential role models, and the motivations behind youths'

decisions to emulate these figures. Furthermore, by acknowledging the limitations of SLT, we

can consider the broader social and cultural contexts that shape both the influencers and their

young audiences. This holistic approach allows for a more nuanced understanding of the

complex interplay between social media, influencers, and cultural values in today's digital

landscape.

2.5.3 Acculturation Theory

Acculturation Theory, developed by anthropologists like Robert Redfield, Milton Linton, and

Melville Herskovits in the 1930s, explores the cultural changes that occur when individuals or

groups from different cultures come into sustained contact. It delves into the complex processes

of adaptation, negotiation, and transformation that arise as these groups interact.

The core tenets of Acculturation Theory revolve around the concept of cultural change. It posits

that when individuals from different backgrounds come into prolonged contact, a blend or

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modification of their original cultures occurs. This process is often described through four main

strategies: assimilation, separation, integration, and marginalization. Assimilation involves the

dominant culture exerting a strong influence, leading the minority group to adopt its values and

practices. Separation signifies the minority group's desire to maintain its distinct cultural identity,

often by minimizing contact with the dominant culture. Integration reflects a more balanced

approach where individuals adopt aspects of both cultures, creating a hybrid identity.

Marginalization occurs when individuals feel disconnected from both their original and the

dominant culture.

The applicability of Acculturation Theory extends beyond the initial contact between distinct

cultures. It remains relevant in today's globalized world, where digital platforms like Instagram

connect individuals across geographical and cultural boundaries. In the context of this study,

Acculturation Theory can be used to understand how young people in the FCT navigate the

cultural influences they encounter on Instagram. Exposure to diverse content from influencers

can trigger a process of acculturation, potentially leading them to adopt new values, fashion

trends, or behaviors associated with the influencers' cultures. The theory allows us to explore

which acculturation strategy (assimilation, separation, integration, or marginalization) is most

prevalent among FCT youth in response to influencer culture.

However, Acculturation Theory has also faced criticism. Some scholars argue that it

oversimplifies the complexity of cultural encounters. The model primarily focuses on a dominant

and a minority culture, neglecting the possibility of mutual influence and the emergence of

hybrid identities. Additionally, the theory has been criticized for not fully considering the power

dynamics inherent in cultural interactions. Dominant cultures often exert a stronger influence,

potentially leading to a loss of cultural diversity.

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Despite these limitations, Acculturation Theory provides a valuable framework for analyzing the

impact of Instagram influencers on cultural values of FCT youth. By examining the different

acculturation strategies, we can explore how young people in the FCT are responding to the

cultural influences they encounter on the platform. The theory allows us to investigate whether

youth are primarily assimilating to influencer cultures, maintaining a sense of separation, or

integrating elements from different cultures to form their own unique identities. Furthermore, by

acknowledging the criticisms of the theory, we can consider the power dynamics at play between

influencers and their young audiences, ensuring a more nuanced understanding of cultural

exchange in the digital age.

2.6 Summary

Instagram influencers wield extensive power through their large, engaged followings and niche

expertise. They employ tactics like social proof and aspirational storytelling to shape attitudes,

promote brands, and drive purchase decisions (Rebelo, 2017). Influencer marketing effectiveness

depends on perceived credibility and authenticity (Nafees et al., 2021). However, influencers

also raise concerns regarding the promotion of unrealistic beauty standards and materialism

(Franchina & Lo Coco 2018), especially among youth. Cultural values form the backbone of

societies, outlining shared norms, beliefs, and aspirational models (Idang, 2015). While social

media facilitates cultural exchange (Pookulangara & Koesler, 2011), it risks eroding local values

by propagating foreign trends (Tang et al., 2020). Evidence suggests negotiated adaptation may

emerge through integrating heritage and modern identities (Safdar et al., 2020). Among youth,

values guide mindsets and behavior, fostering belonging (Onyima, 2016); yet influx of outside

influences via social media shifts perspectives (Nwaoboli & Arijeniwa, 2022).

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Studies reveal social media’s double-edged impact on youth - enabling connectivity but also

cyberbullying, depression and body image issues stemming from constant social comparison (Jan

et al., 2017). Influencers amplify this effect, as youth view them as aspirational role models and

feel pressure to emulate lavish lifestyles (Morteo, 2018). Regional investigations demonstrate

localized influencer sway over purchase decisions and public opinions (Alexander, 2024).

However, there remain gaps in understanding influencers’ specific impact on cultural values and

youth in the Federal Capital Territory. The existing studies have focused predominantly on

consumption behaviors or broad attitudes, without drilling down into the nuances of cultural

values. Many examine Western or Asian contexts, overlooking the unique dynamics in the

Nigerian setting. Furthermore, the youth population in the FCT itself remains understudied

regarding social media’s cultural effects.

Therefore, this study aims to address these gaps by evaluating Instagram influencers’ roles in

shaping the cultural values of FCT youth, specifically in the Abuja Municipal Area Council. It

will identify the values influenced, analyze the mechanisms of influence, and determine the

extent of this impact - generating targeted insights to enrich academic understanding and inform

local education efforts. This study’s theoretical framework includes Social Learning Theory

(Bandura, 1977) which spotlights how youth observe and imitate influencers considered

attractive, successful role models. Acculturation Theory (Redfield et al. 1936) on the other hand,

explores responses when youths on Instagram encounter diverse cultures - whether they

assimilate trends or maintain cultural separation. Together these frameworks enable multifaceted

investigation of how influencers psychologically compel youth to mirror values and lifestyles,

while propagating cultural adaptation. The study evaluates Instagram’s impact on FCT youths’

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cultural values - addressing research gaps through targeted local insights to guide education

initiatives seeking to balance heritage and modernity.

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CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Preamble

This chapter outlines the methodological approach employed in this study, which aims to

evaluate the roles of Instagram influencers in shaping the cultural values of youth in the Federal

Capital Territory (FCT). It covers the research design, population, sampling techniques, data

collection instruments, validity and reliability measures, and methods of data analysis.

3.2 Research Design

A survey research design will be adopted for this study. This approach allows for the collection

of quantitative data through structured questionnaires, enabling the systematic examination of the

research objectives (Mohajan, 2018). The survey design is suitable for gathering insights from a

representative sample of the target population, in this case, youth in the Abuja Municipal Area

Council (AMAC).

3.3 Population of the Study

Nigeria's Revised National Youth Policy (2019) defines youth as individuals between the ages of

18 and 35 years. The population of this study comprises youth within this age range residing in

the Abuja Municipal Area Council (AMAC) of Nigeria. AMAC consists of twelve (12) wards,

encompassing various districts and towns: City Center, Garki, Kabusa, Wuse, Gwarinpa, Jiwa,

Gui, Karshi, Orozo, Karu, Nyanya, and Gwagwa (Fakunle, 2022). According to the National

Population Commission, from the 2006 Population Census, the total population of AMAC was

776,298. Projecting this figure to 2022 with an annual population growth rate of 5.0%, the

estimated population of AMAC is 1,693,400 (National Bureau of Statistics, 2023). Considering

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that 29% of the population falls within the youth age range (18-35 years) as reported by

Citypopulation.De (2024), the estimated youth population in AMAC is 491,086.

3.4 Sampling Size

To determine the appropriate sample size, the Taro Yamane formula will be employed:

n = N / (1 + N(e)^2)

Where:

n = Sample size

N = Population size

e = Precision level (0.05 for a 95% confidence level)

Substituting the values:

N = 491,086 (youth population in AMAC)

e = 0.05

n = 491,086 / (1 + 491,086(0.05)^2)

n = 491,086 / (1 + 491,086(0.0025))

n = 491,086 / (1 + 1,227.715)

n = 491,086 / 1,228.715

n = 399.67 ≈ 408

Therefore, the required sample size for this study is 408 respondents.

3.5 Sampling Techniques

A multi-stage sampling technique will be employed in this study. First, stratified sampling will

be used to divide the population into twelve strata based on the twelve towns in AMAC. This

approach ensures adequate representation from each ward, considering the potential variations in

cultural values and influencer exposure across different geographical areas.

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Subsequently, simple random sampling will be conducted within each stratum to select an equal

number of respondents from each ward. This technique minimizes bias and provides an equal

opportunity for every youth in each town to be included in the sample. The total sample size of

408 respondents will be distributed equally across the twelve wards, with approximately 34

respondents selected from each ward.

3.6 Instruments for Data Collection

The primary instrument for data collection in this study will be a structured questionnaire. The

questionnaire will be designed to gather quantitative data related to the research objectives,

including the role of Instagram influencers in shaping cultural values, specific cultural values

influenced, and the extent of this influence among youth in AMAC.

3.7 Administration of Instruments

The questionnaires will be administered through personal administration, with the assistance of a

research assistant. This approach ensured direct interaction with the respondents, allowing for

clarification of any ambiguities and minimizing potential misunderstandings or errors in data

collection.

3.8 Validity and Reliability

To ensure the validity and reliability of the research instrument, the questionnaire will be

reviewed by experts in the field of mass communication from the Bingham University Karu

Nasarawa State. Their feedback and suggestions will be incorporated to enhance the clarity,

relevance, and comprehensiveness of the questions. Furthermore, a pilot study will be conducted

with a small sample of respondents from fellow students to assess the reliability of the

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questionnaire. Necessary adjustments will be made based on the pilot study results to improve

the internal consistency and accuracy of the instrument.

3.9 Methods of Data Analysis

The collected data will be analyzed using descriptive statistics, including frequencies and

measures of central tendency (mean). Frequencies will be used to summarize the distribution of

responses for categorical variables, while the mean will be employed to determine the central

tendencies of continuous variables. These statistical techniques provided insights into the role of

Instagram influencers in shaping cultural values, the specific cultural values influenced, and the

extent of this influence among youth in AMAC. The analysis facilitated the interpretation and

presentation of the findings in a clear and concise manner, enabling the achievement of the

research objectives.

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References

Citypopulation. (2024). Abuja Municipal Area Council. Citypopulation.De.

https://www.citypopulation.de/en/nigeria/admin/federal_capital_territory/NGA015002__

abuja_municipal_area_coun/

National Bureau of Statistics. (2023). Demographic_bulletin_2022_final. Nigerianstat.Gov.Ng.

https://nigerianstat.gov.ng/pdfuploads/Demographic_bulletin_2022_final.pdf

Fakunle, K. (2022). Full List Of Local Government Areas In Abuja FCT. Explore Abuja.

https://www.exploreabuja.ng/blog/local-government-areas-in-abuja/

Mohajan, H. K. (2018). Qualitative research methodology in social sciences and related subjects.

Journal of economic development, environment and people, 7(1), 23-48.

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