Modelling the Effectiveness of a Social Media-based Counseling Intervention on Interest, Entrepreneurial Skills, and Behavioural Intention Towards Painting Among Youth Without Paid Jobs in Nigeria

Abstract

In this study, we made use of the human capital theory (HCT) and the theory of planned behaviour (TPB) to develop a model that explains the effectiveness of a social media–based intervention on interest, entrepreneurial skills and behavioural intention towards painting among young graduates without paid employment in Nigeria. The study included an experiment involving 470 (235 control-group and 235 treatment-group) participants who were not on the payroll of any organization at the time of the study. The questionnaire served as the instrument for data collection, while the results were analysed using descriptive and inferential statistics. The result of the study was effective, because respondents who were exposed to the intervention reported greater interest in painting than those who were not. Also, participants in the treatment group reported greater entrepreneurial skills and behavioural intention towards painting than their counterparts in the control group. We explored the implications of these results on theory and practice and made recommendations for further studies.