Media Campaigns and Students’ Awareness, Knowledge, and Adoption of the Nigerian Education Loan Fund (NELFUND) Scheme in Benue State

Abstract

This study evaluated the effectiveness of media campaigns in fostering awareness, knowledge, and adoption of the Nigerian Education Loan Fund (NELFUND) scheme among students in Benue State. Anchored on Rogers’ Diffusion of Innovations (DOI) Theory. A cross-sectional survey design was employed, utilizing a structured questionnaire administered to 301 students across public universities, polytechnics, and colleges of education in Benue State. Data were analyzed using frequency, simple percentages, and mean scores. Findings revealed a universally high level of awareness, with 80.4% of respondents reporting frequent exposure to NELFUND information and 78.4% describing themselves as aware of the scheme. Social media emerged as the primary information source (54.5%), followed by television and radio. Despite this high awareness, students possessed a poor level of knowledge regarding the scheme's operational mechanics, yielding a grand mean of 2.64 (below the 3.00 criterion). Specifically, respondents struggled to understand repayment terms and eligibility documentation. Paradoxically, the study found a high adoption rate, with 75.7% having applied for the loan and 81.1% of those applicants already receiving funds. The study concludes that while the campaign successfully triggered behavioral adoption through digital reach, it failed to provide functional education. It recommends that NELFUND shift from promotional messaging to instructional content, utilizing social media influencers and campus help desks to clarify repayment obligations and documentation processes.