FACEBOOK MONETISATION POLICY AND ITS INFLUENCE ON USER ENGAGEMENT IN ABAKALIKI METROPOLIS

Abstract

This study explored the behavioural impact of Facebook monetisation in AbakalikiMetropolis, examining its implications on user behaviours, attitudes, and cultural dynamics. Withthe rise of monetisation tools like Facebook ads, marketplace, and sponsored content, the platformhas evolved from a purely social networking site to a commercialized digital ecosystem. Apurposeful sampling approach and a questionnaire were used as the data collection instrument. Toensure the reliability of the instrument, a test-retest method was employed while Variables wereanalysed using percentage and frequency tables. The research gathered data from Facebook usersin Abakaliki, focusing on their awareness, perceptions, and experiences with monetisationpractices. Findings revealed a dual nature of Facebook monetisation; on the positive side, itprovides opportunities for business promotion, income generation, and enhanced visibility forcreators and entrepreneurs. However, it also contributes to negative outcomes, including reducedcontent authenticity, over-commercialization, and user dissatisfaction with intrusive ads. Thestudy recommends that Facebook enhances user education by developing campaigns to educateusers about monetisation programs and their benefits.