The Role of Social Media in Advocating for Increased Minimum Wage for Workers in Nigeria: A Case Study of Etsako West Local Government Area, Nigeria

The ongoing issue of insufficient minimum wage in Nigeria intensified by inflation, pervasive poverty, and escalating living costs, has prompted workers and labor unions to advocate for wage reform. Traditionally, these efforts manifested through physical protests and media outreach. However, the rise of social media has revolutionized labor advocacy, offering innovative platforms for mobilization, awareness, and interaction with policymakers and the public. Despite this shift, empirical research evaluating the impact of social media on wage-related policy decisions in Nigeria remains limited. This study explores the role of social media in advocating for an increased minimum wage among workers in Etsako West Local Government Area, Auchi, Edo State, Nigeria. It investigates how labor unions and workers leverage digital platforms to amplify their demands amid economic challenges. The research focuses on several key areas: the extent of social media usage in advocacy, its effect on public opinion, its influence on policymaking, and the obstacles faced by activists. Utilizing a quantitative research design, data were gathered from 400 respondents and analyzed through chi-square goodness-of-fit tests across four hypotheses. Findings reveal that while social media is significantly utilized for advocacy via content sharing and online discussions, participation in structured digital campaigns remains limited. Social media dialogue significantly impacts public opinion, acting as an essential source of information and fostering broad engagement on wage-related matters. Respondents also perceived social media as enhancing policymakers' awareness and responsiveness to public sentiments regarding wage reform. Nonetheless, the study identifies considerable challenges, including online harassment, misinformation, censorship, and low engagement rates that may impede effective digital advocacy. These findings underscore the dual nature of social media as both a powerful mobilization tool and a space rife with challenges. In conclusion, while social media possesses transformative potential for labor advocacy in Nigeria, its effectiveness depends on strategic engagement, digital literacy, platform accountability, and supportive policy frameworks. The study advocates for initiatives focused on capacity building, collaborative campaigns, and protective digital policies to fully harness the advantages of social media in the quest for an enhanced minimum wage.