The Effect of Social Media Campaigns on Taxpayer Attitudes in Nigeria: A Case Study of FIRS Public Awareness Initiatives
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Background of the Study
Social media has emerged as a powerful tool for public communication, enabling governments to engage directly with citizens. In Nigeria, the Federal Inland Revenue Service (FIRS) has leveraged platforms like Twitter, Facebook, and Instagram to run awareness campaigns aimed at improving taxpayer attitudes and compliance rates. These campaigns focus on educating taxpayers about their obligations, emphasizing the benefits of tax compliance, and addressing misconceptions about taxation.
Despite these efforts, taxpayer attitudes in Nigeria remain mixed, with many perceiving taxes as a burden rather than a civic duty. The effectiveness of social media campaigns in shaping attitudes and behaviors warrants a closer examination, particularly in a digital age where online communication influences public opinion (Nwankwo & Adeyemi, 2024).
Statement of the Problem
Taxpayer attitudes in Nigeria are often shaped by mistrust in government and skepticism about the equitable use of tax revenues. While FIRS has intensified its social media campaigns, the extent to which these initiatives influence attitudes and compliance behaviors remains unclear. Poor engagement metrics, limited internet access, and negative perceptions of government accountability undermine the impact of these campaigns (Okafor & Akinwale, 2023).
This study evaluates the effectiveness of FIRS social media campaigns in improving taxpayer attitudes, identifying areas for improvement to enhance public engagement and compliance.
Objectives of the Study
- To assess the impact of social media campaigns on taxpayer attitudes in Nigeria.
- To evaluate the effectiveness of FIRS public awareness initiatives on social media.
- To propose strategies for optimizing the use of social media in tax awareness campaigns.
Research Questions
- How do social media campaigns influence taxpayer attitudes in Nigeria?
- How effective are FIRS public awareness initiatives in shaping tax compliance behaviors?
- What strategies can enhance the impact of social media campaigns on taxpayer attitudes?
Research Hypotheses
- H₀: Social media campaigns do not significantly influence taxpayer attitudes in Nigeria.
- H₀: FIRS public awareness initiatives are not effective in improving tax compliance behaviors.
- H₀: Proposed strategies do not significantly enhance the impact of social media campaigns on taxpayer attitudes.
Scope and Limitations of the Study
The study focuses on FIRS social media campaigns from 2020 to 2025, analyzing their impact on taxpayer attitudes across Nigeria. Limitations include varying internet access among regions and challenges in measuring attitudinal changes quantitatively.
Definitions of Terms
- Social Media Campaigns: Strategic use of social media platforms to disseminate information and engage audiences.
- Taxpayer Attitudes: Perceptions, beliefs, and behaviors of individuals regarding tax obligations.
- FIRS: Federal Inland Revenue Service, Nigeria’s primary tax authority.
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