DEPARTMENT OF MASSCOMMUNICATION

The main focus of this project are to evaluate the popularity of X usage after the ban-ifting in Nigerian: a study of UNIBEN students. Furthermore, the study reviewed the major causes of the X ban in Nigeria, established the negative effect of the X ban on Nigeria's citizens, especially students, determined if twitter still remained popular in Universities after the ban-lifting and examined the extent to which UNIBEN students made use of X after the ban lifting in Nigeria. The researcher adopted the survey design .The survey design was adopted with the aid of 14 item Questionnaire and 100 Respondents of the university of Benin. Data obtained were analyzed and presented with the aid of frequency tables and simple percentage. The result from the study showed that X has gained more popularity among uniben student after the ban was lifted. This study recommended that students should be motivated to share educational resources and engage with peers on X, There should be X policy development among Uniben students and there should be feedback mechanism to understand the student’s opinions and challenges concerning the access to the app.

This study examined the Influence of Email Marketing on Brand Engagement: A Study of Ekehuan Campus, University of Benin Students. The objective was to evaluate the extent at
which Uniben students are exposed to email marketing, to find out the perception of Uniben students toward email marketing, to ascertain the impact of email marketing on Brand Engagement amongst students of Uniben. To provide a theoretical framework, the study was anchored on the Technology Acceptance Model (TAM). It’s is a theoretical framework developed to understand and predict users' acceptance and adoption of new information technologies. Survey research design was adopted with a sample size of 343, and questionnaire as the primary instrument of data collection. Findings from the analysis of the data gathered showed that email marketing plays a crucial role in capturing students' attention and fostering brand engagement. Factors such as personalized content, frequency of emails, and relevance of the messages were found to be key determinants of brand engagement through email marketing efforts. Additionally, the study highlighted the importance of leveraging email marketingasastrategic tool to build and strengthen relationships with the student demographic. Overall, the conclusions drawn from the research underscore the significance of incorporating effective email
marketing strategies to enhance brand engagement among university students. Hence, this study recommends that Companies should ensure that emails are mobile-friendly to accommodate the increasing use of smartphones among students for accessing emails. Also, there is need to strike a balance between maintaining regular communication and avoiding email fatigue by carefully scheduling and managing email frequency.

In this discourse, the relevane of building Development Communication intervention on establish models of communication ot achieve maximum benefits from such intervention is highlighted. It borrowed from posiont of communication models such as the objective or transmission model. Subjective or receiver-oriented model and the social network or negotiation model. Important considerations to make the most of Development Communication interventions are also x-rayed. This include among others sing development communication as participatory tool for agriculture nad rural development, seeing it as worthwhile venture and not mere megaphone of development interventions, its usefulness for varied development intervention an seeking the service of trained development communication specialists

This study examines the factors motivating the choice of study of Mass Communication among undergraduates in the University of Benin. Evolving media technologies and innovations have significantly expanded career opportunities in mass communication. However, issues of professionalism and dwindling ethical standards have been constant threats to the prestige of the profession. Maslow’s hierarchy of needs and the social responsibility theories provided theoretical justification for the study. Using the simple random sampling technique, 366 students of Mass Communication from 100- 400 level participated in a field survey. Findings revealed that personal ambition, career opportunities and prestige are some of the factors motivating the choice of mass communication as a career. The study thus concludes that there is the need for mass communication students to be taught under better conditions and promote practical of the Mass Communication discipline in order to improve the motivation of the study of Mass communication.

This study was aimed at investigating the Influence of Social Media Video Advertisement of Always Sanitary Pad on The Buying Culture of UNIBEN Students. The objectives of the study were to determine the extent to which UNIBEN students are exposed to Always sanitary pad video advertisements on social media, examine the influence of Always sanitary pad video advertisements on the buying culture of UNIBEN students and to identify the factors that contribute to the effectiveness of Always sanitary pad video advertisements in influencing the purchasing decisions of UNIBEN students. The study was hinged on the Technology Acceptance Model and the Attitude change Theory. The survey design was used and questionnaire was adopted as the method of data collection with the sample size totaling 138. The findings of the study revealed that UNIBEN students are not frequently exposed to social media video advertisement of Always sanitary pads. Also, it is observed that brand loyalty plays a major role in influencing UNIBEN female students buying culture of sanitary products. Additionally, the majority of female students at UNIBEN believe that the Always sanitary pad social media videos are of high quality and will have a significant impact on their decision to buy. This study recommends that the brand should concentrate on boosting the frequency of video advertisement on platforms that are regularly utilized by students, concentrate on producing interesting and captivating video content which would motivate students to promote the product among their friends, explore the use of strong call to actions in video contents and make the product easily accessible to the students think about providing instructional content on feminine hygiene, health, and empowerment in order to increase the effectiveness of social media video commercials and also use feedback modules as a means of improving the brand.

The study was an assessment of the influence of social media on the sexual behavior of undergraduates in the University of Benin(UNIBEN). The study became necessary following the claim that social media is capable of influencing sexual behavior positively and negatively. Social learning theory (SLT), Diffusion of Innovation, Uses and Gratification Theories servedas the framework for this study. Survey design was employed with a 10 item questionnaire of a population of 385 UNIBEN Undergraduate, 378 or 98.2% of them actively participated in the study. Data generated from this study were analyzed with the aid of frequency tables and simple percentage. The study found that social media influences sexual behavior negatively by perpetuating harmful and unrealistic sexual stereotypes, it was also revealed that social media exerts high sexual expectations leading to pressure and conformity to certain sexual norms, etc. Hence, it was recommended among other things that the University of Benin should develop and implement comprehensive sexual education programmes aimed at promoting safe and responsible use of social media exploration by its undergraduates. The study concluded that social media may be harmful but are still useful in influencing sexual behavior of the undergraduates.

The focus of this study was on advertising messages on mobile phones by surveying users’ response and attitude in Lagos. Thus, a 10-tem questionnaire was distributed to 500 mobile phone users’ systematically selected from 10 Local Government Areas. The 10 L.G.As were selected randomly by balloting from the 20 L.G.As in Lagos State. The study was anchored on the tenets of attitude change and technology acceptance model (TAM) theories. Data collected and collated were analyzed and presented, using Pearson correlation co-efficient formula, simple percentages, frequency Tables and mean scores for testing of the hypothesis and answering the research questions. Findings revealed that users level of response to advertising messages on their mobile phones is very low. However, a few types of advertising messages that had high level of response from mobile phone users, like advertising messages or Internet data plan subscription, callers tuned messages, etc , were indicated. It was also found that users respond to
advertising messages as well as deleting them after reading them. Also found was that users had a negative attitude towards advertising messages seat to their mobile phones which include SMS, calls, caller tune advertising messages, hit musical, Internet data plan subscription etc. The factors responsible for the low level response and negative attitude towards advertising messages among users according to this study, were the frequency of receiving advertising messages, irrelevant advertising, etc. With no significant relationship found between users’ level of response as well a their attitude; and advertising messages on mobile phones, the study concluded that users do not respond to advertising messages in line with the expectations of the senders. Therefore, the study recommended that permission based advertising must be employed in Nigeria to boost and enhance mobile phone users and service providers relationships in the areas of sending and receiving of advertising messages, among other things.

The study was on the Influence of Television on Consumer Buying Habits of Guinness Stout in Oredo Community of Edo State. It started with general introduction to the research, statement of the problem and purpose of the study. This was followed by comprehensive literature review of television advertising on consumer buying habits of Guinness Stout in Oredo community of Benin city-Edo State. The researcher made use of the survey design to gather necessary information. Simple random sampling was used to select a sample of the population. Through the research methodology involving collection of data from a sample of residents of Oredo in Benin city-Edo State, the researcher applied self-administered questionnaire to obtain primary data which was later analyzed by simple percentage and the hypotheses were tested using the chi- square analysis method. The result showed that television was viewed as the most preferred medium of advertisement of Guinness Stout. The researcher made the recommendation based on the findings that more attention should be focused on using television medium for advertisement of Guinness Stout

This study investigated UNIBEN students’ perception of the use of social media for advertising by Bolt Transportation Company in Benin City. The study was anchored on the Technological Acceptance Model and Perception Theory as its theoretical framework. It also adopted the survey research design and the questionnaire was used as instrument for generating data from respondents. A total of 300 students from the Department of Mass Communication, University of Benin were selected as sample size and studied. From the analysis of the data gathered, it was discovered that a students have a very high level of awareness of Bolt social media advertising. Findings also discovered that students have a favorable and positive perception towards Bolt adverts on social media. This is due to the fact that they find it informative and useful in choosing transportation services. Consequently, it influences their behavior by making them use Bolt often. Therefore, the study recommended that social media advertisers should come up with better strategies in crafting and developing their advertising messages in order to engage students for improved results and patronage. It also recommended that advertisers and marketers should craft simple, clear and credible messages in order to build trust, brand awareness and patronage.

This research specifically examines the use of the Twitter hashtag in the mobilization of Lagos youth for the #EndSARS protests of 2020. This study became necessary and was carried out due to the fact that there has been no extensive research done to the extent and influence of the Twitter hashtag in the mobilization of Lagos youth for the #EndSARS protests of 2020. The objectives of this study were to determine the extent of the access to information on the #EndSARS protest through the Twitter hashtag, to ascertain the perception of Lagos youth to the information available to them on the #EndSARS protest and to investigate the extent to which Lagos youth were able to influence the Twittersphere using the Twitter hashtag. The survey design was adopted for this study with the aid of a 15-item questionnaire which was administered to 400 respondents purposively selected from the three senatorial districts in Lagos state. Data obtained were analyzed and presented with the aid of frequency tables, simple percentages and mean score. The key findings of this study showed that the Twitter hashtag was instrumental for spreading information about the #EndSARS protests, Lagos youth had a positive outlook towards this information and they were able to influence the Twittersphere to a very large extent using the Twitter hashtag. Therefore, this study concludes that the Twitter hashtag was indeed effective and influential in spreading information about the 2020 #EndSARS protests and in the mobilization of Lagos youth for the protests. To this end, it is recommended that the Twitter hashtag should be used more as a tool for the exchange of information as well as online activism. Also, this study proved that the Twitter hashtag was effective for mass physical mobilization therefore; it is recommended that it should be sustained.