Digital Monetization Narratives Vs. Conventional Employment: How Social Media Platforms Shape Career Choices Among Nigerian Gen Z
Abstract
This study investigated how digital monetization narratives on social media shape career choices among Nigerian Generation Z compared to conventional employment. Anchored on Cultivation Theory (Gerbner & Gross, 1976), Occupational Socialization Theory (Jablin, 2001), and Human Capital Theory (Becker, 1964), the study examined the sequential pathway from media exposure to occupational identity formation and economic investment decisions. A descriptive survey design was adopted. The population comprised Nigerian Gen Z aged 18–27 who use social media, estimated at 37.8 million. Using multistage sampling, 440 respondents were selected across six geopolitical zones, with 425 valid responses analyzed. Data were collected with a 50-item structured questionnaire, the Digital Monetization Narratives and Career Choices Questionnaire , which had a Cronbach’s α of 0.89. Analysis was conducted using SPSS v27 and AMOS v24. Findings revealed high exposure to digital monetization narratives (M = 4.11), characterized by frequent “quit my 9-5” videos and proof displays. Exposure had a significant positive relationship with career intention toward online work, r = 0.57, p < 0.001, supporting Cultivation Theory and Social Cognitive Career Theory (Lent et al., 1994). Although 9-5 employment was perceived as significantly more stable than online work, t(424) = -19.42, p < 0.001, 30.6% of respondents still earned online exclusively or with side jobs, indicating cognitive dissonance (Festinger, 1957). Exposure significantly predicted preference for investing in online tools over degrees, β = 0.44, p < 0.001, reflecting temporal discounting (Frederick et al., 2002) and potential DE professionalization (Haug, 1975). Higher perceived volatility was associated with weaker financial planning, r = -0.39, p < 0.001, contradicting the Buffer-Stock Model E-ISSN 2545-529x (Carroll, 1997) but supporting Behavioral Life-Cycle Theory (Shefrin & Thaler, 1988). Structural equation modeling confirmed the conceptual framework: Exposure → Occupational Socialization, β = 0.61 → Career Intention, β = 0.54 → Risk Perception, β = -0.18 → Human Capital Investment, β = -0.33 → Financial Behavior, β = 0.29, with good model fit, CFI = 0.93, RMSEA = 0.058. The study concludes that social media functions as a primary agent of anticipatory socialization, cultivating occupational values that prioritize autonomy and income over stability. However, behavioral biases lead to human capital misallocation and increased lifecycle risk, consistent with the Social Risk Management Framework (Holzmann & Jorgensen, 2001). It recommends that the Federal Ministry of Labour extend social protection to digital workers, that FIRS simplify digital tax compliance, and that the National Universities Commission integrate platform literacy into curricula. The DMNCCQ provides a validated instrument for future research. The study contributes to theory by integrating three frameworks to explain digital career choice and offers empirical evidence for policymakers addressing youth employment in Nigeria’s platform economy.
Keywords
Digital monetizationGen ZCultivation TheoryOccupational SocializationHuman Capital TheoryPlatform workCareer choiceNigeria
References
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