This study examines how social
media platforms are shaping climate change communication, adaptation, and mitigation in Taraba State,
Nigeria, a state where ecological vulnerability intersects
with emerging digital engagement. Drawing on a cross-sectional survey of
385 respondents and integrating cross-tabulations, multiple regression, and
correlation analysis, the study investigates the influence of demographic factors on digital
climate engagement and the behavioural outcomes of social media campaigns. Findings reveal high levels
of social media use for climate-related information, particularly among younger
and more educated respondents, with WhatsApp and Facebook emerging as the
dominant platforms. While respondents generally perceived social media as effective in raising climate
awareness, a significant awareness–action gap remains, with behavioural change lagging behind
information access. A strong positive
correlation (r = .879, p <.001) was found between the type of
climate content accessed and self-reported adoption of mitigation practices.
The study advances theoretical insight by applying and extending the Technology
Acceptance Model (TAM), Communication Infrastructure Theory (CIT), and
Participatory Communication Theory
to a digitally marginalised African
context. It concludes
that while social media holds transformative potential, its impact is
constrained by infrastructural deficits, limited participatory mechanisms, and socio-political exclusions. Strategic, inclusive, and co-created communication efforts are essential for
translating digital climate discourse into tangible community resilience.
