CHAPTER ONE
INTRODUCTION
1.1. Background of the Study
Social media use is an increasingly popular activity for Internet users (Filo et al., 2015). The advancement in technology and internet has exposed majority of the global population to a number of various interactive platforms (such as Facebook, Twitter, YouTube, etc.) through which the various types of information can be exchanged (Armstrong, Delia, & Giardina, 2014). Facebook is described as the biggest social network platform on the internet today with over 2.7billion total user according to Clement (2020). In this present age, Facebook is used by all types of internet users; however, youths especially students from the universities and colleges are the biggest percentage of active Facebook users, which is about 60percent of all users 2.7billion total user (insidefacebook.com, 2019).
Since Facebook has gained more popularity among internet users, its effect on youths and adults cannot be underestimated as Facebook practically affects the way an internet user interact, communicate and make decisions that concerns social, cultural, and political issues (Falade, 2014). According to the study of Curran et al. (2011), it was revealed that, social media sites such as Facebook are better than other platforms in influencing an individual decision mainly because it stores information on all its users thus ensuring that the right contents are disseminated. Furthermore, owing to the popularity of Facebook usage among the global populace, sport brands are beginning to recognize the importance of Facebook in enhancing sports participation among users, and as a result, sport organizations are investing significant time and resources that will drive engagement and relationships online (Arai, Ko, & Ross, 2014). For instance, professional football clubs such as Chelsea who used the image of Pullusic across all social media platforms to enhance their image, promotion and increase sales. For this reasons, many sport organizations are now expending significant resources to incorporate social media practices into their marketing strategy.
In studies conducted by Clavio (2008, 2011) and Ozsoy (2011), findings reveal that younger fans used Facebook and YouTube, but reduced participation on Twitter. In another study by Mahan (2011) revealed that, the pleasure derived from using social media platforms had a positive response to sport organizations who as well use social media, whilst Clavio and Walsh (2013) and Ozsoy (2011) showed that, Facebook and Twitter are used by sport fans for interactivity and information-gathering. Through content analysis of Facebook pages for professional teams, the impact of social media is as a result of the fact that internet users are influenced and motivated to engage in sports through passion, hope, fandom/esteem and camaraderie (Filo et al., 2015).
Inspite of the significance of facebook based on the number of studies examined above, this study is important in sense that, it will enable us find out how facebook as a social media platform actually influence the participation of young adults’ in sport in Lagos State, Nigeria and to find out the effectiveness of facebook in the decision making of young adults sport participation. Based on the above background, it is crucial to carry out this study in order to find out how Facebook as a social media platform influence Young Adults’ Sport Participation
1.2. Statement of the Problem
Since the dawn of Facebook as a social media platform, it has continued to remain the most popular and influential social media tool among internet users, (Clement, 2020). The reason is that, Facebook has turned out to be a powerful platform that has influenced and motivated the decision making of a lot of internet users owing to its potential to get across information to a large audience and at a relatively cheap cost at any part of the world, (Sunstein, 2011).
Adanri (2005) noted that when football is discussed, it gathers a lot of interest on Facebook most particularly among the youths, who have found and developed interest in a club or the other. However, the level of social media discussion for domestic sports in Nigeria is nothing close to that of the foreign counterparts where the use of social media platforms in disseminating sports content and analysis is extremely high, (Adanri, 2005).
The motives for engaging via Facebook have been examined by Mahan (2011) who demonstrated that, the enjoyment factor of using the platform have contributed to a positive response to sport individuals who use social media. Similarly, Clavio et al. (2013) and Ozsoy (2011) found that, Facebook and Twitter are used by sport fans for interactivity and information-gathering. Through content analysis of Facebook pages for NBA teams, the influence of social media is due to the fact consumers are motivated to engage through passion, hope, fandom/esteem and camaraderie, (Filo et al., 2015).
Despite the importance of Facebook as a social media platform in influencing young adults’ sport participation, however, no study of this nature has been carried out. Based on the above, this study therefore seeks to fill this apparent research gap by investigating the influence of Facebook on young adults’ sport participation in Lagos State, Nigeria.
1.3. Research Objectives
The primary objective of this study is to examine the influence of Facebook on young adults’ sports participation in Lagos state, Nigeria. However, the following specific objectives are to;
i. examine the pattern of Facebook use among young adults for sports
ii. assess the influence of Facebook on young adults’ participation in sports
iii. determine the effectiveness of Facebook in influencing young adults’ participation in sport
iv. find out the motivating attributes of Facebook usage by young adult usage in sport participation
1.4. Research Questions
Based on the above research objectives, the following research questions will be poised.
- What is the pattern of Facebook use among young adults for sports?
- What is the influence of Facebook on young adults’ participation in sports?
- To what extent is the effectiveness of Facebook in influencing young adults’ participation in sport?
- What are the motivating attributes of Facebook usage by young adults’ in sport participation?
1.6. Significance of the Study
The findings of this study would be significant as it would enable internet users identify how Facebook intensify their participation in sports.
It is believed that, the findings of this study will help government, policy makers on sports, and the general public identifies the significance of Facebook as a tool to enhance the public’s participation in sports in the country.
This research will contribute to the body of literature in the area of social media and its influence on sporting activities in Nigeria, thereby enlarging the body of the empirical literature for future research in the subject area.
Furthermore, the study will highlight the importance of Facebook and other social media platforms as a vehicle for promoting sporting activities, encouraging actively participation in sports, and as well as encouraging sponsors for better sporting facilities.
1.7. Scope of the Study
This study will examine the influence of Facebook on young adults’ sport participation. This study will focus on youths in Lagos State, Nigeria. The reason for the choice of young adults in Lagos is because Lagos State is known as the Center of Excellence and as well as the most commercialized and populated state in Nigeria, and as a result, choosing Lagos State will enable the researcher gather first hand information from the various ethnic group in Lagos with accuracy on the subject matter regarding if Facebook influences their participation in sports.
1.8. Operational Definition of Terms
Sports participation: involves the participation of young adults in sports through Facebook
Young Adult: refers to an individual who is able to make some decisions on his or her own regarding sport participation.
Influence: refers to the power of Facebook to influence or persuade a young adult’s decision in sport participation.
Sports: is an organized physical activity like football where young adults are motivated to view on Facebook and are motivated to participate in it.
Facebook: Facebook is a social media platform which allows young adults to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues, and how these features influence their participation in sports.
