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Effect of a Social Media-Based Intervention on Perception, Knowledge, and Intention toward Painting, Fashion and Design among Unemployed Young Graduates in Nigeria

Abstract Available evidence on the demographic characteristics of social media users in Nigeria point to the fact that youth utilize social media platforms the most; available statistics also point to the fact that youth unemployment is a global problem. Despite these facts, limited studies have examined how social media platforms can be used to address the problem of youth unemployment through skill acquisition. In this study, we used variables from e-learning theory, theory of cognitive dissonance, and theory of planned behavior to explore the effectiveness of a social-media based intervention on youth knowledge of painting, fashion and design skills as well as perception about them as sources of income. We also examined predictors of youth intention toward painting, fashion and design as sources of income. We tested the effectiveness of our intervention on 470 (control group, n = 235; treatment group, n = 245). Our results showed that the experiment was effective because members of the treatment group reported better knowledge of painting, fashion and design skill, following the intervention, more positive perception of painting and fashion and design as sources of income, and positive intention toward painting, fashion and design. We made recommendations based on the results of the study.