SOCIAL MEDIA IMPACTS ON UNDERGRADUATES’ INVOLVEMENT IN DIGITAL MARKETING IN UNIVERSITY OF ILORIN
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Date
2022-03
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Journal ISSN
Volume Title
Publisher
Association for Innovative Technology Integration in Education
Abstract
The rate at which undergraduates involve in digital marketing through social media called for rapid attention as many
of them do not see the opportunities as economic advantages over personal contact market. The study investigated
social media impacts on undergraduates' involvement in digital marketing in University of Ilorin. The objectives of
the study were to investigate prevalent social media, extent of using, undergraduates’ attitudes towards digital
marketing and impacts of social media on undergraduates’ involvement in digital marketing. The study adopted a
descriptive survey design, 200 undergraduates were selected using simple random sampling technique. A researcher designed questionnaire titled “Social Media Impact on Undergraduates' Involvement in Digital Marketing
Questionnaire” was used for data collected. The reliability value of 0.82 was obtained for the instrument using
Pearson Product Moment Correlation statistical technique. The findings of the study identified the prevalence of social
media among undergraduates and the extent of social media usage as tools in digital marketing. The finding of the
study also revealed that undergraduates had positive attitudes towards digital marketing, there were impacts of social
media on undergraduates' involvement in digital marketing. It was therefore, recommended among others that
dynamics of social media marketing for conversion should be unraveled to undergraduates to help them make the best
out of digital marketing transaction and there should be more awareness and education for undergraduates on the
best use of social media for digital marketing to enhance more engagements and transaction.
Description
The study is an empirical.
Keywords
Impacts, social media, Digital marketing, Prevalence, Attitudes
Citation
Olokooba, I. N. (2022): Social media impacts on undergraduates' involvement in digital marketing in University of Ilorin. International Journal of Innovative Technology Integration in Education, 6, (1); 8-14