International Journal of Sub-Saharan African Research (IJSSAR)

Background: Misinformation has become a pervasive challenge in today's information environment, driven by factors such as limited media literacy, social media algorithms, and economic incentives. Although previous studies have examined the prevalence and consequences of misinformation, limited empirical evidence exists on the underlying factors that drive its spread among Nigerian undergraduates.
Objective: This study investigated the factors responsible for the spread of misinformation among undergraduates at the Federal University of Technology, Akure.
Method: A survey research design was adopted. Using Taro Yamane's formula, a minimum sample size of 311 was determined from an undergraduate population of 19,100. Following data collection, 256 completed questionnaires were found valid for analysis. Data were collected using a 15-item Likert-scale questionnaire validated by experts in communication and media studies. Exploratory factor analysis, reliability analysis, and multiple regression were used for data analysis. Results: Exploratory factor analysis identified four underlying factors—cognitive and analytical limitations, social and peer influence, content and platform architecture, and trust and access barriers—which jointly explained 62.4% of the total variance. The instrument demonstrated good internal consistency (Cronbach's ? = .861). Multiple regression analysis showed that these factors collectively explained 52.6% of the variance in misinformation spread, with cognitive and analytical limitations emerging as the strongest predictor (? = .452).
Conclusion: The findings demonstrate that the spread of misinformation among undergraduates is shaped by a combination of cognitive, social, technological, and trust-related factors, with cognitive and analytical limitations exerting the greatest influence.
Unique Contribution: The study provides empirical evidence on the multidimensional drivers of misinformation dissemination among Nigerian undergraduates and offers a validated framework for understanding students' vulnerability to misinformation.
Key Recommendation: The study recommends strengthening critical thinking skills, expanding peer-based media literacy programmes, and improving platform design and governance to reduce the spread of misinformation among university students.