Project – Influence of Social Media Evangelism on the Spiritual Growth of Christian Youths: A Study of Selected Pentecostal Churches in Lagos State

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Christianity is fundamentally concerned with the transformation of individuals through faith in Jesus Christ, obedience to the Word of God, fellowship with believers and continuous spiritual development. The Great Commission places evangelism at the centre of Christian responsibility by commanding believers to go into the world, make disciples and teach people to observe the teachings of Christ (Matthew 28:19–20). Evangelism, therefore, is not limited to the conversion of unbelievers but also involves communicating Christian truth in ways that encourage faith, discipleship and spiritual maturity. Spiritual growth may be understood through practices such as prayer, Bible study, worship, Christian fellowship, moral transformation, evangelistic commitment and increasing conformity to Christian values. In contemporary society, the means through which these activities are communicated and experienced have expanded significantly because of developments in digital communication. Campbell (2013) argues that digital technologies have become increasingly integrated into religious practices, creating new ways through which religious communities communicate, interact and express faith. Thus, the Christian mandate of evangelism remains constant, but the communication environment within which that mandate is fulfilled continues to change.

The emergence of social media has significantly transformed interpersonal communication and has created new opportunities for religious organisations to communicate with large and geographically dispersed audiences. Platforms such as Facebook, WhatsApp, YouTube, Instagram, TikTok and X enable users to create, distribute, comment on and share information almost instantaneously. Unlike traditional forms of mass communication, social media allows religious messages to become interactive, participatory and potentially continuous rather than being restricted to church services or conventional broadcasting. Hutchings (2017) explains that digital religion provides new environments in which religious communication and practices can occur across online and offline spaces. In the Nigerian Pentecostal context, Afolabi and Oderinde (2024) found that Pentecostal churches have increasingly embraced online media as a means of engaging young people and communicating religious messages. Their study shows that Nigerian Pentecostal churches have integrated online media into their communication and evangelistic activities, demonstrating the growing importance of digital platforms in contemporary Pentecostal ministry.

Social media evangelism therefore represents an important development in the way Christian messages are communicated to contemporary audiences, particularly young people who spend considerable time within digital environments. Through social media, churches and individual Christians can distribute sermons, Bible verses, devotionals, testimonies, worship songs, Christian teachings, prayer sessions, evangelistic videos and personal testimonies. Such content can potentially expose young people to Christian teachings outside conventional church settings and provide opportunities for repeated engagement with religious materials. Cheong, Fischer-Nielsen, Gelfgren and Ess (2012) observe that digital media have created new possibilities for religious communication, authority and community formation. In Nigeria, the growing adoption of digital media by Pentecostal churches has similarly created opportunities for evangelistic outreach and religious instruction beyond the physical church environment. Afolabi and Oderinde (2024) specifically identify the increasing use of online media by Nigerian Pentecostal churches to target youths, suggesting that social media has become an important component of contemporary Pentecostal communication.

The relevance of social media evangelism becomes particularly important when considered in relation to the spiritual growth of Christian youths. Youth is a significant stage of life in which individuals develop personal convictions, establish patterns of behaviour and make decisions concerning faith, relationships and worldview. Within Christianity, youth ministry is expected to assist young people in developing a personal relationship with God, understanding Scripture, developing Christian character and participating actively in the life and mission of the Church. However, young Christians now encounter religious information from numerous online sources in addition to teachings received from pastors, parents and local congregations. Campbell (2013) notes that digital media do not simply transmit religious information; they can also influence the ways people negotiate religious identity and participate in religious practices. Recent Nigerian scholarship likewise indicates that social media and other digital platforms are becoming increasingly important to the religious experiences and practices of young people. Megwas, Ihechu, Benson-Eluwa and Osuagwu (2025), for example, examined exposure, knowledge and use of faith-based social media handles among Christians in Southeast Nigeria, highlighting the growing relevance of social media within contemporary Christian engagement.

For Pentecostal churches, the development of social media evangelism is particularly significant because Pentecostalism has historically demonstrated considerable openness to new communication technologies in preaching, evangelism, worship and religious mobilisation. Pentecostal churches commonly utilise media to disseminate sermons, promote programmes, announce activities, share testimonies and reach people beyond the immediate congregation. Afolabi and Oderinde (2024) document the extensive use of online media by Pentecostal churches in Nigeria and explain that these churches have incorporated social media into their engagement with members and non-members. More recently, Odewale (2026) observes that Nigerian Pentecostal churches have increasingly adopted digital media for evangelism, religious instruction and global religious networking, arguing that new media are contributing to changes in religious communication and the mediation of Pentecostalism. These developments suggest that social media evangelism can no longer be regarded merely as an additional communication activity but as an increasingly relevant dimension of contemporary Pentecostal ministry.

Despite these opportunities, exposure to Christian messages through social media does not automatically translate into spiritual growth. Spiritual growth involves more than receiving religious information or viewing Christian content; it encompasses the development of faith, Christian character, biblical understanding, prayer life, worship, obedience, fellowship and practical Christian living. Digital platforms may provide opportunities for spiritual development, but they may also expose young people to contradictory theological interpretations, religious misinformation, superficial religious content and competing worldviews. Campbell (2013) emphasises the importance of examining how digital environments interact with established religious practices rather than assuming that technology produces a particular religious outcome. Similarly, recent scholarship on digital religion in Nigeria points to both opportunities and challenges associated with the increasing use of social media in religious communication. Odewale (2026) identifies changes in religious authority and communication associated with digital media, while Megwas et al. (2025) demonstrate the growing exposure of Nigerian Christians to faith-based social media content. Therefore, empirical investigation is necessary to determine whether social media evangelism is actually associated with measurable dimensions of spiritual growth among Christian youths.

Lagos State provides an important context for investigating this relationship because of its large and diverse Christian population, strong presence of Pentecostal churches and highly developed communication environment. Pentecostal churches in Lagos operate within an environment where physical church activities coexist with livestreamed services, social media broadcasts, WhatsApp groups, YouTube channels, Instagram pages, TikTok videos and other forms of digital engagement. The increasing use of these platforms creates possibilities for churches to reach youths both within and outside their congregations. However, the presence of large online audiences, views, likes, comments and followers does not by itself establish that youths are experiencing spiritual growth. Afolabi and Oderinde (2024) demonstrate that Nigerian Pentecostal churches actively use online media to reach youths, while Odewale (2026) identifies digital evangelism as part of the continuing transformation of Nigerian Pentecostal communication. Consequently, there is a need to move beyond examining whether churches use social media and instead investigate whether social media evangelism is associated with specific dimensions of Christian spiritual growth among youths in Lagos State.

Against this background, this study focuses on the Influence of Social Media Evangelism on the Spiritual Growth of Christian Youths: A Study of Selected Pentecostal Churches in Lagos State. The study is premised on the understanding that social media has created an additional environment for Christian evangelism, teaching, fellowship and discipleship, but the spiritual implications of this development require empirical examination. The study will specifically examine the extent of social media evangelism among selected Pentecostal churches, the nature of Christian content made available to youths, and the extent to which social media evangelism relates to dimensions of spiritual growth such as prayer, Bible study, worship, Christian fellowship, evangelistic commitment and Christian conduct. This focus is consistent with emerging scholarship showing that Nigerian Pentecostal churches are actively incorporating digital media into religious communication and youth engagement (Afolabi & Oderinde, 2024; Odewale, 2026). The study therefore seeks to provide empirical evidence that can contribute to understanding the opportunities and limitations of social media evangelism in promoting the spiritual development of Christian youths in selected Pentecostal churches in Lagos State.

1.2 Statement of the Problem

The rapid expansion of social media has changed the environment in which Christian youths receive information, communicate with others and engage with religious teachings. Young Christians can now access sermons, Bible teachings, prayer sessions, Christian music, testimonies and evangelistic messages at virtually any time through their mobile devices. Pentecostal churches have responded to this development by establishing social media pages, YouTube channels, WhatsApp groups and other digital platforms through which religious messages are disseminated. Afolabi and Oderinde (2024) confirm that Pentecostal churches in Nigeria increasingly use online media to target and engage young people. However, the increasing availability of Christian content online does not necessarily establish that Christian youths are becoming more spiritually mature. There is therefore a need to determine whether social media evangelism is actually contributing to spiritual growth rather than merely increasing exposure to religious information.

A second problem concerns the quality and nature of spiritual engagement that may result from social media evangelism. Social media encourages rapid consumption and sharing of short-form content, and Christian messages may compete with entertainment, secular values, commercial content and other religious viewpoints. A young person may watch a Christian video, share a Bible verse or follow a Christian preacher without necessarily developing a deeper prayer life, stronger understanding of Scripture or consistent Christian conduct. Campbell (2013) explains that digital religion involves complex interactions between technology, religious identity and established religious practices. In the Nigerian context, the increasing use of digital media by Pentecostal churches also raises questions about how online religious communication affects religious authority, participation and spiritual practices (Afolabi & Oderinde, 2024; Odewale, 2026). The problem, therefore, is not simply whether Christian youths are exposed to social media evangelism, but whether such exposure translates into meaningful spiritual growth.

Another problem is the limited empirical understanding of the relationship between social media evangelism and specific dimensions of spiritual growth among Pentecostal youths in Lagos State. Spiritual growth can be reflected in regular prayer, personal Bible study, worship, Christian fellowship, evangelistic participation, obedience to Christian principles and development of Christ-like character. However, many discussions about digital evangelism tend to focus on the ability of social media to reach large audiences rather than on whether those audiences experience sustained spiritual transformation. Recent Nigerian studies have begun to examine digital Christianity and the use of faith-based social media platforms, but there remains a need for more focused investigation of the relationship between social media evangelism and the spiritual development of Pentecostal youths, particularly within the Lagos context (Megwas et al., 2025; Odewale, 2026). Without such evidence, it may be difficult for church leaders to determine whether their investment in social media evangelism is contributing effectively to the spiritual formation of young Christians.

The problem is further heightened by the possibility that social media evangelism can produce both positive and negative outcomes for Christian youths. On one hand, digital platforms can make Christian teachings more accessible, provide opportunities for prayer and Bible study, connect youths with Christian communities and enable them to participate in evangelistic activities beyond the physical church. On the other hand, unverified teachings, conflicting interpretations of Scripture, sensational religious messages and excessive dependence on online religious personalities may complicate spiritual formation. Odewale (2026) notes that digital media are reshaping religious communication, authority and practice within Nigerian Pentecostalism, while Afolabi and Oderinde (2024) demonstrate the significant use of online media by Pentecostal churches in reaching youths. Therefore, the central problem addressed by this study is the insufficient empirical evidence concerning the extent to which social media evangelism influences the spiritual growth of Christian youths in selected Pentecostal churches in Lagos State.

1.3 Aim of the Study

The main aim of this study is to examine the influence of social media evangelism on the spiritual growth of Christian youths in selected Pentecostal churches in Lagos State.

1.3.1 Specific Objectives

The study specifically seeks to:

1. examine the extent to which selected Pentecostal churches in Lagos State use social media for evangelistic activities;
2. identify the major forms of social media evangelistic content accessed by Christian youths in selected Pentecostal churches in Lagos State;
3. assess the level of spiritual growth among Christian youths in selected Pentecostal churches in Lagos State in terms of prayer, Bible study, worship, fellowship, evangelism and Christian conduct; and
4. determine the influence of social media evangelism on the spiritual growth of Christian youths in selected Pentecostal churches in Lagos State.

1.4 Research Questions

The following research questions will guide the study:

1. To what extent do selected Pentecostal churches in Lagos State use social media for evangelistic activities?
2. What major forms of social media evangelistic content are accessed by Christian youths in selected Pentecostal churches in Lagos State?
3. What is the level of spiritual growth among Christian youths in selected Pentecostal churches in Lagos State in terms of prayer, Bible study, worship, fellowship, evangelism and Christian conduct?
4. To what extent does social media evangelism influence the spiritual growth of Christian youths in selected Pentecostal churches in Lagos State?

1.5 Research Hypothesis

The following null hypothesis will be tested at the 0.05 level of significance:

H₀: There is no significant influence of social media evangelism on the spiritual growth of Christian youths in selected Pentecostal churches in Lagos State.

1.6 Significance of the Study

The study will be significant to Pentecostal church leaders, pastors, youth ministers, Christian youths, church media departments, parents, Christian educators, theological institutions and future researchers.

Pentecostal Church Leaders

The study will provide church leaders with empirical information concerning the relationship between social media evangelism and the spiritual development of young Christians. The findings may assist pastors and church administrators in evaluating their current digital evangelism strategies and determining how social media can complement conventional evangelistic and discipleship programmes.

Youth Ministers

Youth ministers may benefit from the findings because the study will identify ways in which social media evangelism relates to prayer, Bible study, worship, fellowship, evangelism and Christian conduct among youths. This may assist youth leaders in developing digital programmes that complement physical youth meetings, Bible studies, retreats and discipleship activities.

Christian Youths

The study will be useful to Christian youths by increasing awareness of the potential role of social media in their spiritual development. It may encourage young Christians to approach online Christian content purposefully and to integrate useful digital resources with personal prayer, Bible study, fellowship and practical Christian living.

Church Media Departments

Church media and communication departments may find the findings useful in planning and evaluating Christian content for social media platforms. The study may help them understand that effective digital evangelism should not be measured only by views, likes, shares or followers but also by its possible contribution to meaningful Christian engagement and spiritual development.

Parents and Christian Educators

Parents and Christian educators may benefit from the study because it will provide information about the growing role of social media in the spiritual experiences of young people. The findings may encourage parents, teachers and Christian mentors to guide youths in responsible and discerning engagement with online religious content.

Theological Institutions

The study may contribute to discussions within theological institutions concerning digital Christianity, contemporary evangelism, Pentecostal ministry and youth discipleship. It may also provide material for students and scholars investigating the intersection between Christian theology, communication technology and spiritual formation.

Future Researchers

The study will serve as a reference point for future researchers interested in social media evangelism, digital religion, Pentecostalism, youth ministry and spiritual growth. It may also encourage further studies involving other denominations, geographical locations and age groups.

1.7 Scope of the Study

The study focuses on the influence of social media evangelism on the spiritual growth of Christian youths in selected Pentecostal churches in Lagos State.

The geographical scope is limited to selected Pentecostal churches located in Lagos State. The study will focus on Christian youths within the selected churches who actively use or encounter social media platforms.

The content scope covers social media evangelism and spiritual growth. Social media evangelism will be examined in relation to the use of platforms such as WhatsApp, Facebook, YouTube, Instagram, TikTok and other relevant platforms for communicating Christian and evangelistic messages. The study will consider forms of content such as sermons, Bible teachings, devotionals, prayer messages, Christian music, testimonies, evangelistic videos and other Christian materials.

Spiritual growth will be considered in terms of prayer life, Bible study, worship, Christian fellowship, evangelistic commitment and Christian conduct. The study does not attempt to examine every possible factor responsible for spiritual growth, such as family background, theological education, personality, income or general church administration, except where such factors become relevant to interpreting the findings.

1.8 Operational Definition of Terms

Christian Youths: Young people who identify as Christians and are active members or participants in the selected Pentecostal churches covered by the study.

Evangelism: The intentional communication of the Christian gospel with the purpose of making Christ known and encouraging people to respond to the Christian faith.

Influence: The extent to which social media evangelism is associated with or contributes to changes in the spiritual practices and development of Christian youths.

Pentecostal Churches: Christian churches that identify with Pentecostal theology and practices, including emphasis on the work of the Holy Spirit, spiritual gifts, conversion, evangelism and experiential Christian worship.

Social Media: Internet-based digital platforms that allow users and organisations to create, distribute, interact with and share information and multimedia content.

Social Media Evangelism: The use of social networking and digital communication platforms to communicate the Christian gospel, biblical teachings, testimonies, prayers, sermons and other evangelistic messages to individuals or groups.

Spiritual Growth: The progressive development of a Christian’s faith, biblical understanding, prayer life, worship, fellowship, evangelistic commitment and Christian character.

Spiritual Growth of Christian Youths: The development of Christian youths in their relationship with God as reflected through prayer, Bible study, worship, fellowship, evangelism and practical Christian conduct.

1.9 Organisation of the Study

The study is organised into five chapters.

Chapter One presents the introduction to the study. It contains the background to the study, statement of the problem, aim and objectives, research questions, research hypothesis, significance of the study, scope of the study, operational definition of terms and organisation of the study.

Chapter Two will review relevant literature related to social media evangelism and the spiritual growth of Christian youths. The chapter will cover conceptual review, theoretical framework, empirical review, identified gap in the literature and summary of the reviewed literature.

Chapter Three will present the methodology of the study. It will discuss the research design, population of the study, sample size, sampling technique, research instrument, validity of the instrument, reliability of the instrument, procedure for data collection and method of data analysis.

Chapter Four will present the analysis and interpretation of the data collected from respondents. The research questions will be answered and the stated hypothesis will be tested at the 0.05 level of significance.

Chapter Five will present the summary of findings, conclusion and recommendations. It will also provide suggestions for further studies.

Project – Influence of Social Media Evangelism on the Spiritual Growth of Christian Youths: A Study of Selected Pentecostal Churches in Lagos State