This research investigates the perceptions of students at the University of Lagos (UNILAG) regarding the use of social media as a tool for marketing, with a specific focus on Nike products. The study employs a quantitative research design to systematically analyze the perceptions of a population of UNILAG students. Social media has become an integral part of contemporary marketing strategies, offering a unique platform for brands to engage with their target audience. This study aims to provide insights into how UNILAG students perceive the effectiveness and impact of social media marketing, particularly in the context of Nike products. By utilizing a quantitative research approach, data was collected through structured surveys administered sample of 397 students.
The findings of this study shed light on various aspects of students' perceptions, including their attitudes towards social media marketing, the influence of social media on their purchasing decisions, and their interactions with Nike's marketing campaigns
on social media platforms. Through descriptive statistical analysis, the study examines correlations and patterns that help unravel the factors driving students' perceptions.The research contributes to the existing body of knowledge by offering a nuanced
understanding of how UNILAG students perceive social media as a tool for marketing, specifically focusing on a renowned brand like Nike. The results provide valuable insights for marketers, allowing them to tailor their strategies to align with the preferences and behaviors of this particular demographic.This study recommends that businesses, including Nike, should invest in influencer
marketing strategies to capitalize on the influence of online personalities. To alleviate concerns about payment security, businesses must prioritize and communicate robust security measures in their online shopping platforms. Maintaining reliable and
consistent product quality is essential to gain the trust and loyalty of students.Segmenting the student audience based on their preferences and interests can yield more effective marketing strategies. Further research and analysis on social media
usage patterns and their influence on different faculties and academic levels can provide deeper insights.Keywords: perception, advertisement, student, marketing, social media.
TextPublisher: Mountain Top University Mass Communication August,2023Edition: PROF BABATUNDE ONIDescription: 80pSubject(s): Mass CommunicationSummary: This research investigates the perceptions of students at the University of Lagos (UNILAG) regarding the use of social media as a tool for marketing, with a specific focus on Nike products. The study employs a quantitative research design to systematically analyze the perceptions of a population of UNILAG students. Social media has become an integral part of contemporary marketing strategies, offering a unique platform for brands to engage with their target audience. This study aims to provide insights into how UNILAG students perceive the effectiveness and impact of social media marketing, particularly in the context of Nike products. By utilizing a quantitative research approach, data was collected through structured surveys administered sample of 397 students.
The findings of this study shed light on various aspects of students' perceptions, including their attitudes towards social media marketing, the influence of social media on their purchasing decisions, and their interactions with Nike's marketing campaigns
on social media platforms. Through descriptive statistical analysis, the study examines correlations and patterns that help unravel the factors driving students' perceptions.The research contributes to the existing body of knowledge by offering a nuanced
understanding of how UNILAG students perceive social media as a tool for marketing, specifically focusing on a renowned brand like Nike. The results provide valuable insights for marketers, allowing them to tailor their strategies to align with the preferences and behaviors of this particular demographic.This study recommends that businesses, including Nike, should invest in influencer
marketing strategies to capitalize on the influence of online personalities. To alleviate concerns about payment security, businesses must prioritize and communicate robust security measures in their online shopping platforms. Maintaining reliable and
consistent product quality is essential to gain the trust and loyalty of students.Segmenting the student audience based on their preferences and interests can yield more effective marketing strategies. Further research and analysis on social media
usage patterns and their influence on different faculties and academic levels can provide deeper insights.Keywords: perception, advertisement, student, marketing, social media.
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