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Submitted
April 23, 2025
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August 26, 2025
Published
December 31, 2025
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Abstract

This study examined the impact of immersive technologies on media engagement and communication in the Nigerian media environment. It aimed to assess the current state of immersive technologies in the Nigerian media industry, barriers, knowledge gap and how it adoption enhance media content creation and operations. Utilising Uses and Gratification Theory, the research illustrates how audience members engage with media contents to satisfy certain needs. Survey research method provides a thorough understanding of the effect of immersive technologies on media engagement and communication in the Nigerian media space. A multiple regression analysis was carried out to assess how effectively UGT-based gratification needs predicted the use of immersive technology. The model produced an R² of 0.485, indicating that the five gratification constructs accounted for 48.5% of the variance in immersive technology utilisation. The model's correlation coefficient (R) was 0.696, implying a robust positive relationship between users' needs and their engagement with immersive media. The study concluded that gratification-driven motivations promote the adoption and use of immersive technologies within media organisations in Nigeria. The results illustrate that the incorporation of immersive media strengthened by innovative strategies and technological frameworks, significantly enhance content delivery, audience engagement, and internal collaboration. Though the future of immersive technology and its adoption in the Nigerian media space looks promising, its potential to thrive is highly dependent on how the industry tackles user experience concerns. Thus, positioning immersive platforms as vital assets for media organisations.

Keywords

Communication Immersive Technologies, Media Engagement Nigeria media

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Copyright (c) 2025 Sharifatu Gago Ja'afaru, EMMANUEL JOHN ANAGU

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Author Biography

EMMANUEL JOHN ANAGU, Information Systems Department, Federal University Wukari, Nigeria.

Emmanuel John Anagu is a Lecturer in the Department of Information Systems at Federal University Wukari, Nigeria. His academic pursuit is driven by his deep interest in studying information systems from behavioral and bio-physiological and managerial dimensions in different contexts. His research spans Management Information Systems, Digital Transformation, Internet of Things (IoT) adoption and policy, Blockchain technology, the Metaverse, and Technology Readiness. With a strong emphasis on Management Information Systems, Digital Transformation, IoT policy, and Technology Readiness, he is dedicated to fostering important discussions at the crossroads of technology, innovation, and social change

How to Cite
Gago Ja’afaru, S., & ANAGU, E. (2025). Assessing the impact of Immersive Technologies on Media Engagement and Communication in Nigeria. Asian Journal of Media and Communication, 9(1). Retrieved from https://journal.uii.ac.id/AJMC/article/view/39928
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