Influence of Media Campaigns on Cyberbullying Among Undergraduate Students in Elizade University

ABSTRACT This study examined the influence of media campaigns on cyberbullying among undergraduate students of Elizade University, Nigeria, addressing the gap in the literature on how awareness efforts shape student behaviour in a university context where cyberbullying persists despite sensitisation and legal frameworks. Guided by the Agenda-Setting and Framing theories, which explain how repeated exposure and message construction shape public perception and attitudes, the study specifically sought to determine the frequency of students’ exposure to cyberbullying campaign messages, assess the influence of such campaigns on their attitudes and behaviour, and investigate the extent of compliance with the campaign messages. A descriptive survey design was adopted, with structured questionnaires distributed online to 100 students, out of which 78 valid responses were analysed using descriptive statistics and thematic analysis of open-ended responses. The findings revealed that students were frequently exposed to cyberbullying campaign messages, primarily through social media and university sensitisation, which increased awareness, encouraged respectful online behaviour, and enhanced digital responsibility. High levels of compliance were reported, although barriers such as peer pressure, provocation, anonymity, and fear of retaliation limited full adherence. The study concludes that media campaigns are effective in raising awareness and promoting behavioural change, but recommends continuous sensitisation, peer-led initiatives, anonymous reporting systems, integration of cyber-safety into curricula, and stronger institutional policies to achieve sustainable impact. Keywords: Agenda-Setting Theory, Behavioural Change, Campaign Effectiveness, Compliance, Cyberbullying, Framing Theory, Media Campaigns