Social Media Marketing Among Students of University of Uyo:trends,challenges and Prospects

ABSTRACTThis study investigates the influence of social media marketing on university students,with a focus on the University of Uyo. The research aims to understand how socialmedia marketing affects students' perceptions, engagements, and purchasingbehaviours. Using a quantitative methodology, data was collected throughQuestionnaire administered to a sample of 377 students aged 16-31 and above, with abalanced representation of genders and religious affiliations. The findings indicatethat social media is a pervasive and influential marketing channel among universitystudents. Platforms such as Instagram, Facebook, and YouTube emerged as the mostpopular, driven by the visual and interactive nature of the content. Privacy concernswere prevalent, with many students wary of data misuse. However, targeted andrelevant advertisements, as well as user-generated content, were found to enhanceengagement and trust. Based on these insights, several recommendations wereproposed for marketers, university administrators, policymakers, and researchers.Marketers are advised to create demographic-specific and platform-specific content,prioritize ethical marketing practices, and integrate online and offline strategies.University administrations should enhance digital literacy through workshops andsupport student-led initiatives. Policymakers are encouraged to develop regulatoryframeworks for privacy protection and ethical advertising, while researchers shouldexpand their studies to include diverse populations and interdisciplinary approaches.This comprehensive approach aims to optimize social media marketing strategies,ensuring they are effective, ethical, and aligned with the needs and preferences ofuniversity students