INFLUENCE OF THE MEDIA IN NIGERIANS RESPONSIVENESS TO THE CASHLESS POLICY: A STUDY OF ENUGU URBAN RESIDENTS

Abstract The focus of this research work was on influence of the media in Nigerians responsiveness to the cashless policy: a study of Enugu urban residents. The ultimate aim of the study was to understand Enugu urban residents level of exposure to media portrayal of cashless policy and to ascertain whether the media enhanced Enugu urban residents’ responsiveness to cashless policy. The researcher adopted the agenda setting theory as the theoretical framework of the study. The research method that adopted was the survey research method. This method is concerned with the structuring and administering of questionnaire. A total of 400 questionnaires were administered to the sample of the study. A total of 375 copies of the questionnaire were returned and used for data analyses. The analysis of data was done using tables, frequencies and percentages for the demography of respondents and research questions. The hypotheses were tested using the Chi-square formula. Findings of the study revealed that level of Enugu urban residents exposure to media portrayal of cashless policy is high. It was also discovered that media enhanced Enugu urban residents’ responsiveness to cashless policy. Part of the recommendations of the study was that the Central Bank of Nigeria must ensure that hitches encountered in digital banking such as ATM issues, challenges in interbank transfer, etc. in Nigeria are cut down to the barest minimum. Also, messages should be designed to change the orientation and mindset of people concerning the cashless policy in Nigeria.