Influence of Informal Communication Channels on Youth Awareness and Engagement with E-Governance Opportunities in South-East Nigeria: A Focus on Word of Mouth and WhatsApp Networks

Kobimdi Cordelia Umeh, Rev.Fr. Prof. Walter Ihejirika and Dr. Innocent Paschal Ihechu
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Kobimdi Cordelia Umeh: Department of Mass Communication, Nnamdi Azikiwe University, Awka, Anambra State, Nigeria
Rev.Fr. Prof. Walter Ihejirika: Faculty of Communication and Media Studies, University of Port Harcourt, Nigeria.
Dr. Innocent Paschal Ihechu: Department of Mass Communication, Abia State University, PMB 2000, Uturu, Nigeria.

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 5, 2188-2199

Abstract: Purpose: This study investigates how informal communication channels—specifically word of mouth and WhatsApp—shape youth awareness and engagement with e-governance opportunities in South-East Nigeria. Design/Methodology/Approach: Using a qualitative approach, data were collected through five focus group discussions (FGDs) and ten in-depth interviews (IDIs) with 40 purposively selected youths aged 18–35 years across the five South-East state capitals namely Awka, Enugu, Owerri, Umuahia, and Abakiliki states. Thematic analysis, supported by NVivo 12 software, guided data interpretation. Findings: Three major themes emerged: (1) Trust in personal networks significantly enhances youth willingness to explore e-governance platforms; (2) WhatsApp groups serve as critical information hubs for disseminating opportunities related to scholarships, trainings, and grants; and (3) peer mobilization and collective validation foster higher levels of trust and platform engagement. Informal sources were often perceived as more credible than formal government communications. Theoretical Implications: Anchored in the Diffusion of Innovations and Uses and Gratifications theories, the study highlights the centrality of interpersonal trust and gratification of informational needs in youth digital engagement patterns. Practical Implications: The findings underscore the need for policymakers and development practitioners to integrate informal communication strategies into formal e-governance outreach, leveraging trusted peer networks and WhatsApp platforms to enhance youth participation. Originality/Value: This study offers fresh insights into the social dynamics of youth digital engagement in a developing country context, emphasizing the nuanced interplay between trust, informal communication, and technology adoption.

Date: 2025
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