3.1 Introduction

This chapter explains the methodological approach adopted for this study, which examines the relevance and impact of social media indulgence on the mental health of Nigerian youths. The chapter outlines the research design, philosophical orientation, study area, population, sampling procedures, data collection instruments, methods of data analysis, ethical considerations, and methodological limitations.

Given the complexity of social media engagement and mental health, and the study’s emphasis on lived experience, context, and meaning, a mixed-methods approach was adopted. This approach combines quantitative analysis of questionnaire data with qualitative analysis of in-depth interview responses. The mixed-method design enables the study to capture both measurable patterns and subjective experiences, thereby strengthening validity, depth, and interpretive richness.

The methodological choices made in this chapter are intentionally pragmatic. First, recognising the researcher’s aim to avoid overly technical statistical procedures, the study relies on simple descriptive statistics (such as frequencies, percentages, mean, median, and standard deviation) alongside thematic qualitative analysis using participants’ own words. This approach ensures clarity, accessibility, and analytical coherence while remaining academically rigorous and appropriate for a Master’s-level study.

3.2 Research Philosophy and Approach

This study is guided by a pragmatic and critical realist philosophical orientation. Pragmatism supports the use of multiple methods to address complex social problems. On the other hand, critical realism recognises that social phenomena (such as social media indulgence) are shaped by both observable behaviours and underlying structural conditions.

From a pragmatic perspective, no single method is sufficient to fully explain the relationship between social media engagement and mental health. Therefore, quantitative data provides patterns and tendencies whereas qualitative data offers insight into meaning, motivation, and emotional experience. Critical realism further acknowledges that participants’ experiences are real and consequential even though they are mediated by social, cultural, and economic structures such as unemployment, family obligation, and platform algorithms.

Accordingly, the study adopts a mixed-method approach that prioritises contextual understanding over prediction or generalisation. The focus is not on testing causal hypotheses but on explaining how and why social media indulgence is psychologically meaningful within the Nigerian youth context.

3.3 Research Design: Mixed-Methods Strategy

The research employs a convergent mixed-methods design where quantitative and qualitative data are collected during the same phase of the study and analysed separately before being integrated during interpretation.

Two complementary data sources were used:

1. Questionnaire survey administered to Nigerian youths aged 18–35 in Owerri, Imo State.
2. Semi-structured interviews conducted with a sub-sample of survey participants.

The questionnaire provides structured, measurable indicators of social media indulgence, emotional experience, and perceived mental health effects. The interviews allow participants to narrate their experiences in their own words, thereby revealing meanings that cannot be captured through fixed-response items alone.

The rationale for this design is threefold:

1. To enhance depth, by capturing subjective experiences.
2. To improve validity, by triangulating numerical trends with lived narratives.
3. To ensure accessibility, by using simple statistical tools alongside thematic interpretation.

3.4 Study Area

The study was conducted in Owerri, the capital city of Imo State, Nigeria. Owerri was selected due to its semi-urban character, high youth population, and widespread access to mobile internet and smartphones. The city hosts several higher education institutions, small businesses, informal digital entrepreneurs, and unemployed graduates. These features make it a suitable location for examining diverse patterns of social media engagement.

Furthermore, the socio-economic context in Owerri reflects broader Nigerian realities (such as youth unemployment, reliance on informal economic activities, and increasing dependence on digital platforms for communication, income generation, and social connection). These characteristics make the city an appropriate site for exploring social media indulgence as a context-driven phenomenon rather than a purely individual behaviour.

3.5 Population of the Study

The target population for this study comprises Nigerian youths aged 18–35 years residing in Owerri. This age range aligns with Nigeria’s national youth definition and reflects the demographic group most actively engaged with social media platforms.

The population includes:

1. Undergraduate and postgraduate students
2. Employed young professionals
3. Self-employed individuals and digital entrepreneurs
4. Unemployed graduates

This diversity ensures that the study captures variations in social media engagement shaped by education, employment status, and economic pressure.

3.6 Sampling Technique and Sample Size

Sampling Technique

A purposive sampling technique was used for both the questionnaire and interview phases. Participants were selected based on the following criteria:

1. Aged between 18 and 35
2. Active user of at least one social media platform
3. Resident in Owerri

Purposive sampling was considered appropriate because the study seeks participants with direct and sustained experience of social media engagement rather than a statistically representative sample of the general population.

For the interview phase, criterion-based sub-sampling was applied. Interview participants were selected from survey respondents who indicated high levels of social media engagement or strong emotional responses to social media use.

Sample Size

1. Questionnaire respondents: 115
2. Interview participants: 20

The sample size was considered adequate for identifying patterns through descriptive statistics and achieving data saturation in qualitative interviews. A questionnaire sample of 115 respondents allows for stable percentage distributions, meaningful mean and median comparisons across key constructs (e.g., indulgence intensity, performative hustle, emotional outcomes), and acceptable variability estimates using standard deviation. The interview sample of 20 participants is consistent with qualitative research standards for thematic saturation, particularly within a focused population and a clearly bounded research question.

3.7 Data Collection Instrument

Questionnaire Instrument

The questionnaire was designed specifically for this study to reflect the concept of social media indulgence rather than generic social media use. It consists of both closed-ended and open-ended questions and is divided into ten sections:

Section A: Demographic information

Section B: Social media access and platform use

Section C: Habitual and intensive engagement

Section D: Emotional and psychological investment

Section E: Performative hustle and economic pressure

Section F: Relational and social tethering

Section G: Content exposure and algorithmic influence

Section H: Mental health and wellbeing outcomes

Section I: Coping, regulation, and agency

Section J: Open-ended reflections

Most closed-ended items are measured using a five-point Likert scale ranging from “Strongly Disagree” to “Strongly Agree.” The questionnaire is designed to be simple, clear, and accessible to participants with varying educational backgrounds.

Semi-Structured Interview Guide

The interview guide was developed to complement the questionnaire by exploring participants’ experiences in depth. Interviews focused on:

1. Daily patterns of social media engagement
2. Emotional responses to online interactions
3. Economic and social pressures shaping engagement
4. Perceived effects on mental wellbeing

Interviews were conversational and flexible, allowing participants to introduce issues they considered important. This approach ensured that participants’ voices remained central to the analysis.

3.8 Procedure for Data Collection

Data collection took place in two stages.

First, the questionnaire was administered either in printed form or electronically using online survey tools. Participants were briefed on the purpose of the study and assured of confidentiality before completing the questionnaire.

Second, semi-structured interviews were conducted with selected participants. Interviews were held in quiet locations or via phone calls, depending on participant preference. With consent, interviews were audio-recorded and later transcribed verbatim.

The use of both instruments within the same timeframe ensured consistency and allowed the researcher to link numerical patterns with narrative explanations.

3.9 Method of Data Analysis

Quantitative Data Analysis (Simple Statistics)

Quantitative data from the questionnaire were analysed using simple descriptive statistical tools. These tools were selected to ensure clarity, transparency, and ease of interpretation.

The following techniques were used:

1. Frequencies and percentages to describe demographic characteristics, platform usage, and response distribution.
2. Mean scores to identify average levels of agreement with statements related to social media indulgence and mental health.
3. Median values to indicate central tendencies where responses were unevenly distributed.
4. Standard deviation to show the degree of variation in participants’ responses.

Results are presented using tables and brief numerical summaries. These statistics are not used to test causal relationships but to identify dominant trends that can be interpreted alongside qualitative data.

Qualitative Data Analysis (Thematic Analysis)

Qualitative data from interviews and open-ended questionnaire responses were analysed using thematic analysis.

The analysis followed these steps:

1. Familiarisation with the data through repeated reading of transcripts.
2. Initial coding of meaningful statements related to engagement, emotion, pressure, and wellbeing.
3. Grouping codes into broader themes aligned with the study’s conceptual framework (e.g., performative hustle, emotional exhaustion, rational tethering).
4. Interpretation of themes using direct quotations from participants.

Participants’ own words are presented in Chapter Four to illustrate themes and give voice to lived experiences. This approach strengthens credibility and ensures that findings remain grounded in participants’ realities.

3.10 Integration of Quantitative and Qualitative Findings

Integration occurs at the interpretation stage. Quantitative results identify patterns (for example, high agreement with statements about pressure or emotional impact), while qualitative data explains why such patterns exist.

For instance, a high mean score on items related to pressure to remain visible online is interpreted alongside interview excerpts where participants describe fear of losing opportunities or relevance. This integration enhances depth and reduces the risk of misinterpretation.

3.11 Validity, Reliability, and Trustworthiness

Quantitative Validity and Reliability

Content validity was ensured by aligning questionnaire items closely with the study’s objectives and conceptual framework. Simple descriptive statistics reduce the risk of misinterpretation associated with complex modelling.

Internal consistency is discussed descriptively rather than statistically, with focus on logical coherence among related items.

Qualitative Trustworthiness

Trustworthiness was enhanced through:

1. Use of participants’ direct words
2. Triangulation between survey and interview data
3. Clear documentation of analytical steps

3.12 Ethical Considerations

Ethical principles guided all stages of the study. Participants provided informed consent and were assured of anonymity and confidentiality. Participation was voluntary, and respondents could withdraw at any time.

Sensitive topics related to mental wellbeing were handled respectfully, and no participant was pressured to disclose personal distress.

3.13 Methodological Limitations

The study relies on self-reported data, which may be influenced by recall bias or social desirability. The use of purposive sampling also limits generalisability. However, the study prioritises depth and contextual understanding over broad generalisation.