Prof. Marcel A. Okhakhu

In recent years, social media platforms have become an integral part of our daily lives, significantly influencing various aspects of society, including education. This work focuses on the relationship between social media and the University of Benin (UNIBEN) students, specifically examining their use of and dependence on digital marketing. The objective of this study is to explore how social media platforms have transformed the marketing landscape for UNIBEN students and to assess their dependence on digital marketing strategies. The study employed the use of a survey research method to gather data. Structured administered questionnaire was distributed among a representative of UNIBEN students to collect data. The study showed that UNIBEN students heavily rely on social media platform forms for communication, information sharing, and engagement with brands, leading to a high dependence on digital marketing strategy. The findings contribute to the existing body of knowledge on the impact of social media on university students, shedding light on the effectiveness of digital marketing strategies in reaching and influencing a targeted audience. The implications of this research are substantial, as, they help companies and sellers to plan effective strategies to engage specific target audiences. It also assists university students in leveraging social media platforms to enhance their marketing efforts, improve student engagement, and foster a sense of connectivity with sellers. Overall, this study aims to provide valuable insights into the relationship between social media and UNIBEN students, highlighting the extent to which they depend on digital marketing strategies, this research will also help shape future researchers on social media marketing as an effective tool for digital marketing practice.