F.P Olise

This research explores the influence of social media on consumer buying behavior in Benin City, Edo State. In today’s digital age, social media has become an integral part of everyday life, revolutionizing the way consumers interact with brands, access product information, and make purchase decisions. The study investigates how platforms such as Facebook, Instagram, Twitter, and TikTok affect the purchasing attitudes, preferences, and behaviors of consumers in the area. It aims to determine the extent to which social media marketing strategies, online reviews, influencer endorsements, and targeted advertisements impact the decision-making process of The research adopted a quantitative method through the use of structured questionnaires distributed among residents of Benin City. A purposive sampling technique was used to target active social media users. Data collected were analyzed using descriptive statistics to draw meaningful inferences. The findings reveal that social media significantly affects consumer behavior by increasing product awareness, shaping perceptions, and encouraging impulse buying. Additionally, consumers tend to rely heavily on peer recommendations, influencer posts, and social media trends when deciding what to purchase. The study concludes that social media is a powerful marketing tool that businesses must strategically harness to influence consumer behavior positively. It recommends that marketers focus on creating engaging content, collaborating with credible influencers, and maintaining responsive customer service online. This will not only enhance customer trust and loyalty but also drive sales growth in a highly competitive digital marketplace.

This study explored the Influence of Social Media on the Mental Health of Mass Communication Undergraduates in Select Universities in Edo State, Nigeria. The objectives were Examine the extent of the use of social media by Mass Communication undergraduates in select universities in Edo State, identify specific platforms and their impact, find out the influence of the use of social media on the mental health, highlight contributing mental health factors, and determine the challenges students face as a result of social media engagement. The research adopted a descriptive survey design and in-depth interviews. A structured questionnaire administered to a sample of 490 students drawn from the University of Benin (UNIBEN), Benin City, Edo University Iyamho, and Glorious Vision University, Ogwa, was used to generate data. The data were analysed using descriptive statistics percentages, frequency tables, means, and standard deviations and inferential tools. Findings revealed a high level of social media usage among respondents. While a significant number of respondents acknowledged that social media positively influenced their well-being through positive interactions others reported adverse effects such as low self-esteem, distraction from academic work and increased anxiety.
Key challenges faced by students included academic distraction, online bullying, and sleep disruption. These findings support the social comparison and the uses and gratifications tenets adopted for this study. This suggests that the motivations behind social media use, and how individuals interpret content, significantly influence its psychological impact. The study concludes that although social media can foster emotional connection and engagement, it simultaneously exposes students to psychological vulnerabilities. It recommends that universities implement digital literacy programmes, provide mental health support services, and promote balanced digital habits among students.