A MIXED-METHODS ANALYSIS OF MEDIA LITERACY AS A MODERATOR OF THE RELATIONSHIP BETWEEN SOCIAL MEDIA USE AND MISINFORMATION BELIEF

Abstract

The increasing use of social media as a primary source of information in Nigeria has raised 
concerns about the rapid spread of misinformation, which can influence public opinion, decision
making, and social behaviour. Despite the prevalence of false content online, there is limited 
understanding of how media literacy shapes the relationship between social media use and 
misinformation belief. This study aimed to examine the moderating role of media literacy in the 
relationship between social media use and misinformation belief among Nigerian social media 
users. A mixed-methods research design was employed, combining quantitative surveys with 
qualitative interviews to provide both statistical and contextual insights. The target population 
consisted of Nigerian social media users, with a sample size of 20 for the quantitative survey and 
10 for the qualitative interviews, selected using purposive sampling to ensure participants were 
active social media users and familiar with online content verification practices. Primary data were 
collected through structured questionnaires measuring social media use, misinformation belief, 
and media literacy, as well as semi-structured interviews exploring participants’ experiences and 
strategies for engaging with online content. Quantitative data were analyzed using descriptive 
statistics, correlation, regression, and moderation analysis, while qualitative data were examined 
through thematic content analysis. Findings indicated that social media use significantly increased 
misinformation belief, media literacy was negatively related to misinformation belief, and media 
literacy significantly moderated the relationship between social media use and misinformation 
belief, reducing its impact among more literate users. Based on these results, the study 
recommends the implementation of targeted media literacy programs in educational institutions, 
the integration of fact-checking and literacy-promoting tools by social media platforms, and the 
encouragement of reflective and critical consumption practices among users. These measures are 
expected to enhance digital resilience and reduce the societal risks associated with misinformation.