Moderating Role of Peers and Social Media in Ghanaian Students’ Career Choices and Aspirations

Rita Holm Adzovie, Susanna Mwinyele Namale, Felix Baadu, Theophilus Ntaah, Henrietta Akua Gbedenyo, Abigail Efua Anaman, Emmanuel Asiedu Dwamena and Dorothy Boamah
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Rita Holm Adzovie: University of Cape Coast, Ghana
Susanna Mwinyele Namale: University of Cape Coast, Ghana
Felix Baadu: University of Cape Coast, Ghana
Theophilus Ntaah: University of Cape Coast, Ghana
Henrietta Akua Gbedenyo: University of Cape Coast, Ghana
Abigail Efua Anaman: University of Cape Coast, Ghana
Emmanuel Asiedu Dwamena: University of Cape Coast, Ghana
Dorothy Boamah: University of Cape Coast, Ghana

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 1, 4589-4596

Abstract: Ghanaian students usually face a dilemma in selecting the right course to study due to their inability to identify their strengths, and thus, follow the views of their colleagues, parents and social media on the career path to choose. This sometimes leads to course and programme changes along the way, which may ultimately affect their career choices and aspirations. Therefore, this study was conducted to explore the extent to which peers and social media influence the career choice and aspirations of students in senior high schools in Ghana. The study adopted a survey design and a simple random sampling technique was used to select the sample from the population. The sample consisted of Form 3 students from the selected senior high schools in the Kumasi Metropolis of the Ashanti Region of Ghana. The instrument for data collection was a 24-item questionnaire, which was divided into 3 sections. The questionnaire was developed by the researchers. The data was analysed using moderation analysis. The results of the study revealed that both peers and social media had a significant influence on the career choices and aspirations of senior high school students. The study recommended that senior high school students be engaged with highly relevant career choice content which would help them make better career related decisions. It was also recommended that heads of senior high schools should help work to intensify access to Guidance and Counselling services in their various schools to help make readily available, accurate, current and relevant information on career choices to students. Some implications of this study for Career Counsellors include incorporating group counselling sessions or peer mentoring programmes, guiding students towards reputable social media platforms for career development and networking and helping students identify professionals in their desired career fields who are willing to offer advice and support.

Date: 2025
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