ROLE OF ‘WOMEN IMPACTING NIGERIA’ (WIN) X (TWITTER) MESSAGES ON NSUKKA WOMEN'S ATTITUDE AND PARTICIPATION IN ECONOMIC ACTIVITIES

Abstract

This study examined the role of Women Impacting Nigeria's (WIN) Social Media Messages on Nigeria Women's attitude and participation in economic activities, focusing specifically on the awareness, influence, and factors affecting women’s engagement with WIN's social media messages and economic participation in Nsukka town. It was guided by the Agenda Setting Theory and the Uses and Gratifications Theory. Using a survey research design, data were collected through structured Likertscale questionnaire administered to a sample of 384 women selected through the Cochran formula for determining sample sizes for infinite populations. The data were analyzed using descriptive statistical tools, specifically percentages and mean averages. Findings revealed a generally low level of awareness of WIN’s social media messages, with limited exposure to campaigns but recognition of its social media use for empowerment. Additionally, the messages had minimal influence on respondents’ attitudes toward economic participation, with key hindering factors identified as low visibility of content, lack of awareness of WIN’s activities, and insufficient offline publicity. Based on these findings, it was recommended that WIN increase the visibility of its campaigns, enhance offline publicity efforts, and create more engaging content to amplify its impact on women’s economic participation in Nsukka town. This study contributes to understanding how social media platforms can be more effectively utilized for advocacy and empowerment initiatives in similar contexts.