EVALUATING THE IMPACT OF SOCIAL MEDIA ADVERTS ON STUDENTS PATRONGE OF PRODUCTS IN UNIVERSITY OF BENIN

ABSTRACT

With the proliferation of social media platforms and their increasing use for advert of product. This research seeks to evaluate the effectiveness of social media adverts in influencing students’ purchasing decisions within the University of Benin. The study will employ the survey research method to gather quantitative data on student’ exposure to social media adverts and their subsequent purchasing behaviour, with qualitative interviews to delve into the underlying factors influencing their responses. This research also seek to delve into the nuanced dynamics of how social media adverts impacts students’ purchasing behaviour within the University of Benin, a vibrant and diverse academic environment. By analyzing the correlation between exposure to social media adverts, brand awareness, perceived credibility of adverts, and actual purchasing behaviours, this study provides valuable insights into the impact of digital marketing strategies on consumer behaviour. Findings form this research will not only contribute to academic literature on digital marketing and consumer behaviour but also offer practical recommendations for marketers aiming to target the student demographic effectively through social media advertising campaigns. Keywords: Advertisement, Impact, patronage, Social media, students.