Modelling the Influence of Tiktok and Instagram on Social Behaviour and Value Orientation of Nigerian Adolescents: Evidence from Kaduna State, Nigeria

Abstract

The rapid proliferation of short-form video platforms and image-based social media has 
fundamentally reconfigured the socialisation landscape for adolescents globally, yet the 
Nigerian context, particularly in Northern Nigeria, remains underexplored. This study 
modelled the influence of TikTok and Instagram on the social behaviour and value orientation 
of Nigerian adolescents in Kaduna State, drawing on a quantitative survey design. Using 
purposive and stratified random sampling, data were gathered from 387 secondary school 
students aged 13–19 years across Kaduna North, Kaduna South, and Chikun Local 
Government Areas. A structured, self-administered questionnaire was validated through pilot 
testing (Cronbach's α = 0.83; CR = 0.87) and administered to participants. Partial Least 
Squares Structural Equation Modelling (PLS-SEM) via SmartPLS 4.0 was employed for 
analysis. Findings revealed that 78.3% of respondents actively used TikTok or Instagram 
daily, with an average daily exposure duration of 3.4 hours. TikTok content consumption 
significantly influenced adolescents' social behaviour (β = 0.512; p < 0.001), while 
Instagram use significantly influenced value orientation (β = 0.467; p < 0.001). A significant 
positive relationship was established between duration of exposure to both platforms and 
peer relationship behaviours (β = 0.389; p < 0.01). The study concludes that algorithmic 
content delivery, social comparison dynamics, and peer conformity pressures are the primary 
pathways through which these platforms shape adolescent behaviour and values. 
Recommendations are provided for parents, educators, policymakers, and platform 
regulators in the Nigerian context.