Inflation, Food Affordability and Consumer Adaptation in Nigeria: Evidence from the Akara and Kuli Kuli Social Media Debate

Authors

• Godwin Okatahi Oniwon Dr, Federal University LokojaFollow

Keywords

inflation, household consumption, food substitution, consumer behaviour, social media discourse

Abstract

Nigeria's persistent inflation has made food affordability and purchasing power prominent concerns in public discourse. This study examines social media discourse surrounding the Akara and Kuli Kuli debate in Nigeria, focusing on how users framed food affordability, purchasing power, household coping and wider economic hardship. using quantitative content analysis complemented by qualitative interpretation, the study analysed 1,200 publicly accessible posts from X, Facebook, Instagram, TikTok and Threads. Findings show that rising food prices and food affordability dominated the discourse, alongside purchasing pov,'er decline, perceived household coping and consumer adaptation. The study shows how social media provides insight into public interpretations of inflation without directly measuring household behaviour.

Author Bio

Godwin Okatahi Oniwon PhD is a Lecturer in the Faculty of Communication and Media Studies at Federal University Lokoja, Nigeria. He holds a PhD and an MA in Mass Communication from the University of Nigeria, Nsukka, and a BA from Babcock University. He previously taught at Federal Polytechnic, Nasarawa, and at Elizade University. His teaching and research focus on economic reporting, journalism, development communication, health communication, and digital media. His scholarship examines the media's influence on accountability, access to information, migration, health awareness, youth behaviour, and popular culture. He also studies viral content, online celebrity, and public attention

Publication Title

Bullion

Issue

3

Volume

50

First Page

47

Last Page

56

Recommended Citation

Oniwon, Godwin Okatahi Dr (2026) "Inflation, Food Affordability and Consumer Adaptation in Nigeria: Evidence from the Akara and Kuli Kuli Social Media Debate," Bullion: Vol. 50: No. 3, Article 4.
DOI: https://doi.org/10.33429/0331-7919.1652
Available at: https://dc.cbn.gov.ng/bullion/vol50/iss3/4