THE EVALUATION OF THE EFFECTIVENESS OF SOCIAL MEDIA PLATFORMS USED FOR ADVERTISING PURPOSES.

The study investigated the Evaluation of the Effectiveness of Social media platforms used for Advertising Purposes. Focusing on the Effectiveness of various Social media platforms used for advertising. This study explored how the world has been increasingly driven by digital communication, understanding the efficacy of social media in advertising paramount for businesses , seeking to optimize their marketing strategies. The study was Anchored on social presence theory (1976) and Elaborate likelihood model (1980). The survey design was adopted with the aid of 15 item Questionnaire and Two hundred and two (202) Respondents of the university of the university of Benin Ekehuan campus. Data obtained were analyzed and presented with the aid of frequency tables and simple percen age. The result from the study showed that social media has effectively influenced their purchasing decisions and has successfully shown interest in
brands and products through social media platforms. This study recommends that advertisers should understand their target audience, choose or select the right social media platform, constantly staying abreast with latest trends , monitor competitors, and clarify their objectives.