Abstract

This study investigated the longitudinal impact of social media-mediated normalization of psychoactive substance use on adolescent psychological distress in Akwa Ibom State, Nigeria. Grounded in normalization and social learning theories, the research examined how repeated exposure to substance-related content on social media platforms influences substance use behaviours and subsequent mental health outcomes among adolescents. A longitudinal panel research design was adopted, involving two waves of data collection over a six-month interval. The sample comprised 412 in-school adolescents aged 13–18 years, selected through a multistage sampling technique across the three senatorial districts of the state. Data were collected using validated instruments, including the Social Media Substance Exposure Scale (SMSES), Adolescent Substance Use Index (ASUI), and Kessler Psychological Distress Scale (K10). Descriptive statistics revealed high levels of exposure to substance-related content (M = 3.60), moderate substance use (M = 2.90), and moderate psychological distress (M = 3.32) among respondents. Paired sample t-tests indicated significant increases in both social media exposure and psychological distress over time (p <.05). Regression analyses demonstrated that social media exposure significantly predicted substance use (β = 0.41) and psychological distress (β = 0.36), accounting for 16.8% and 13.0% of the variance respectively. Mediation analysis further revealed that substance use partially mediated the relationship between social media exposure and psychological distress, confirming both direct and indirect effects. The findings underscore the critical role of social media as a behavioural and psychological risk environment for adolescents. Continuous exposure to positively framed substance-related content contributes to normalization, increased substance use, and heightened psychological distress. The study highlights the need for integrated interventions focusing on digital literacy, substance abuse prevention, and adolescent mental health support systems to mitigate these risks.