PERCEPTION OF UNIVERSITY STUDENTS ON THE USE OF SOCIAL MEDIA IN THE PROMOTION OF BEAUTY PRODUCTS

ABSTRACT

The aim of this study was to ascertain the perception of university students on the use of social media in the promotion of beauty products using University of Benin as a case study. In this research study, we found out that students are exposed to various advertisements of beauty products on social media and that the social media is one of the major places where students shop for beauty products. To achieve the aim of the study, literature was reviewed. Survey research method was utilized in which the questionnaire, the major instrument, was distributed to various respondents in the execution of the study. Samples were selected using the multi stage sampling techniques. Simple percentage and table presentation was used in analyzing data. The social media is an active medium for information dissemination and beauty products advertisement was the finding drawn. Finally, Arising from the finding, the study recommends that more advertisers and advertising agencies should continue to advertise their products and services through the social media regularly, especially on products that has the youth as its target audience because the youth visibly are more inclined to social media usage.