An Evaluation of Eksu Students’ Perception of Social Media as an Effective Marketing Tool: an Assessment of Instagram

This study evaluates Ekiti State University (EKSU) students' perceptions of social media, particularly Instagram, as a marketing tool. The research investigates four primary areas: the interaction between social media and marketing in Nigeria, the potential for Instagram’s marketing growth, challenges in utilizing social media for marketing, and effective techniques to enhance social media marketing. Using a descriptive research design, data was collected through surveys distributed among 400 EKSU students. Findings reveal that Instagram is highly effective for marketing in Nigeria due to its visually engaging format and potential for high user interaction. However, challenges such as high advertising costs, low consumer trust, algorithm limitations, and intense competition hinder its effectiveness. The study also identifies strategies for improving Instagram marketing, including influencer partnerships, interactive content, and customer engagement techniques, which could enhance consumer trust and engagement. The implications of these findings suggest that while Instagram holds significant potential as a marketing platform, overcoming identified challenges is essential to fully capitalize on its effectiveness within Nigeria's market context. This research contributes to a better understanding of social media marketing dynamics among university students, providing insights for businesses aiming to leverage Instagram as a marketing tool in Nigeria