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Research Article Open Access

Knowledge and Perception of Social Media Advertising among Students of Kogi State University, Anyigba

Abstract

The development and subsequent acceptance of internetbased social media has brought development to all facets of human endeavor including advertising. This has made advertisers to present their products on social media, where they could meet their prospective target market. This study was based on knowledge and perception of social media advertisements, among undergraduate students of Kogi State University, limited to two departments namely Mass Communication and Theatre Arts. The aim of the study is to assess the purchase habits of students who use social media, as a result of accessing such advertisements on social media. Objectives include ascertaining awareness of social media advertisements, examining the influence of such advertisements and the challenges in such advertisements. The literature reviewed conceptual, empirical and theoretical materials on social media, advertising and marketing, as well as knowledge and perception by the audience. The population of the study derived from the two departments under study was 1575, while sample size was 158. Structured questionnaire was instrument of data collection, while descriptive data analysis technique was used to present, analyze and interpret the data, using SPSS 20 and a reliability test was conducted showing high positive correlation of 0.912**. After data analysis, it was among others, found out that many of the respondents have access to social media, but not many buy products advertised on social media and due to challenges of poor data and epileptic networks, social media advertisements suffer setbacks. It was recommended that manufacturers should ensure that they gain feedback from their audience to enable them plan how to meet their targets.

Israel O and Oguche EN

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