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Abstract
The study was carried out to analyse the extent in which university of Benin students use WhatsApp as a marketing platform, their perceptions of its effectiveness, and how it shapes their purchasing decisions. The motivation for embarking on this study lies in the increasing reliance of students on digital platforms for commerce, particularly WhatsApp, which has become an integral part of their social and academic lives. As ore young people adopt entrepreneurial practices through social media, it is important to understand how this trend affects their consumption patterns and purchasing decisions. The research adopted the survey research method, with questionnaires administered to a sample of students of the University of Benin. The study was anchored on the Technology Acceptance Model (TAM) and the Uses and Gratifications Theory, which provided a framework for understanding students’ acceptance of WhatsApp marketing and their motivations for engaging with it. Findings revealed that WhatsApp has become a widely used tool for marketing among students due to its affordability, accessibility, and interactive nature. The results also showed that peer influence, trust in online sellers, and the convenience of mobile transactions significantly affect students’ buying behaviour. However, issues such as online scams, lack of product authenticity, and delivery challenges were identified as major drawbacks to WhatsApp marketing. The study concludes that WhatsApp marketing plays an important role in shaping students’ consumer behaviour, particularly in terms of product discovery, brand awareness, and purchasing decisions. It recommends that student entrepreneurs and businesses adopt ethical practices, enhance credibility, and leverage WhatsApp’s interactive features to improve consumer trust and satisfaction.
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