INFLUENCE OF SOCIAL MEDIA IN CURBING UNETHICAL PRACTICES AMONG SELECTED NON-GOVERNMENTAL ORGANISATIONS IN MAKURDI METROPOLIS

This study investigates social media’s role in curbing unethical practices among NGOs in Makurdi metropolis, Nigeria, through a four-chapter structure. It establishes social media’s dual capacity to enhance NGO transparency (via real-time updates, whistleblowing, and public scrutiny) and expose misconduct like financial mismanagement and exploitation. The study adopted Uses and Gratification Theory. The research employed a survey design with multistage sampling of 400 respondents, analyzed via descriptive statistics. Findings reveal social media’s potential as a watchdog tool, yet its efficacy is hampered by misinformation, low digital literacy, institutional resistance, and public skepticism. While social media fosters accountability by highlighting unethical practices, structural barriers and inconsistent NGO engagement limit its impact. The study concludes that proactive digital strategies by NGOs, coupled with collaborative stakeholder efforts including public education on misinformation, legal protections for whistleblowers, and joint oversight mechanisms—are critical to maximizing social media’s accountability function. Recommendations emphasize integrating social media into NGO accountability frameworks, policy reforms, and multi-stakeholder initiatives to address challenges.