Browsing by Author "Arikewuyo, A. O."

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    Social Media Exposure and Perception of Product Advertisements among University of Ilorin Students
    (Faculty of Communication and Information Sciences, University of Ilorin, 2020) Mustapha, M. L.; Arikewuyo, A. O.; Abubakar, I. Y.
    Social media have become important marketing tools in creating product awareness and promotion towards the success of contemporary businesses. The deployment of social media in advertising, has led to an alteration of the media landscape in communicating with the audience and contributing towards the economy worldwide. Given the popularity of social media use among digital natives, companies have sought to utilize its numerous benefits for corporate growth and survival in a continuously changing competitive advertising milieu. Premised on the uses and gratifications approach, this study seeks to investigate the perceived influence of social media adverts on product awareness among students (N= 370) via survey research method. Findings revealed that social media advertising provide information about product use, categories and efficacy, thus confirming an interactive relationship between the customers and the brands. It recommends that attention should not be solely concentrated on social media advertising in product awareness as other elements maybe contributory factors. Future studies should explore other causal effects and introduce more intervening variables. This study nevertheless, offer important contributions on the role of social media in advertising among the digital compliant generation.