ASSESSING THE INFLUENCE OF FACEBOOK

This study explores how Facebook advertisements affect the attitudes, behaviors, and purchasing decisions of University of Benin undergraduates at Ekehuan Campus. With social media increasingly influencing consumer behavior, this research investigates the impact of Facebook ads on undergraduates.Using a structured questionnaire, the study examines how often undergraduates see Facebook ads, how effective these ads are, and how they influence brand awareness, customer engagement, and purchasing decisions. The study also identifies the benefits and challenges of Facebook advertising and provides practical tips for effective use. The findings of this study will help us understand how social media shapes consumer behavior, particularly among undergraduates. This research aims to provide valuable insights for individuals and organizations looking to use Facebook advertising to reach and engage with their target audience