Analysis of the Use of Social Media Advertising among Selected Online Businesses in Nigeria (Published)
This study sought to analyse the use of social media advertising among selected online businesses in Nigeria. It studies the frequency of use of SMA/SMM (social media advertising/marketing) among businesses in Nigeria, the most preferred social media platform as well as the benefits and challenges inherent in the adoption of SMA by online businesses in Nigeria. This was done using the Survey method, surveying a total of hundred (100) businesses and the study was hinged on Technological determinism and diffusion of innovation theories. Findings revealed that online businesses in Nigeria have embraced social media advertising. It was also revealed that a number of challenges militate against the adoption of SMA by online businesses in Nigeria, salient among them is Lack of technical know how. Based on the findings, it was recommended that businesses embrace Social media advertising as it has come to stay, furthermore a model “the RIAER” was proposed to serve as a guide in implementing social media ad campaigns.
Keywords: Advertising, Online Businesses, Social Media Advertising, Social media
Investigating the Influence of Social Media on Sociability: A Study of University Students in Nigeria (Published)
This article investigates the influence of social media on the university students’ sociability in Nigeria. Structured questionnaires were used to collect data from 250 students at BIU and 350 students at DELSU through heterogeneous samples in different faculties and departments of respective institution. The data derived were subjected to descriptive statistics with simple percentage, chi-square test and one-way ANOVA. Findings revealed that age, year of study, family income plays decisive role in respondents’ ability to exploit the benefit of social media utilization for sociability. Further, majority of the respondents were observed to use Facebook as major platform for friendship sociability, with mobile media (feature phone with internet connection and smartphone) as a medium of constructive sociability behaviour and respondents’ friendship size of above 200 demonstrate the strength of respondents’ sociability practice. The study also found that the respondents’ frequency of interaction with friendship groups cut across different time frame with communication relations and socio-pleasure as a means of strategic sociability fulfilment. Future research should focus on why university students use social media for romantic sociability since evidences are emerging on the relations of social media sociability and romantic behaviour of young people.
Keywords: Abraka (DELSU), Benin City (BIU) and Delta State University, Benson Idahosa University, Nigeria, Social media, sociability