SOCIAL MEDIA IMPACTS ON UNDERGRADUATES’ INVOLVEMENT IN DIGITAL MARKETING IN UNIVERSITY OF ILORIN

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dc.contributor.authorOlokooba, Issa Nasiru
dc.date.accessioned2023-02-14T09:38:31Z
dc.date.available2023-02-14T09:38:31Z
dc.date.issued2022-03
dc.descriptionThe study is an empirical.en_US
dc.description.abstractThe 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.en_US
dc.description.sponsorshipSelfen_US
dc.identifier.citationOlokooba, 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); 8-14en_US
dc.identifier.issn2636-5626
dc.identifier.urihttps://uilspace.unilorin.edu.ng/handle/20.500.12484/8628
dc.language.isoenen_US
dc.publisherAssociation for Innovative Technology Integration in Educationen_US
dc.relation.ispartofseries6;1
dc.subjectImpacts, social mediaen_US
dc.subjectDigital marketingen_US
dc.subjectPrevalenceen_US
dc.subjectAttitudesen_US
dc.titleSOCIAL MEDIA IMPACTS ON UNDERGRADUATES’ INVOLVEMENT IN DIGITAL MARKETING IN UNIVERSITY OF ILORINen_US
dc.typeArticleen_US

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