DIGITAL MARKETING

Social media has emerged as one of the most transformative forces shaping the landscape of entrepreneurship in the contemporary digital economy. Between 1997 and 2024, the rapid evolution of internet-based platforms such as Facebook, Instagram, X (formerly Twitter), LinkedIn, YouTube, and TikTok has redefined how businesses are created, managed, marketed, and scaled globally. This study examines the relationship between social media and digital entrepreneurship over this period, with emphasis on how digital platforms have influenced entrepreneurial development, business innovation, customer engagement, and market expansion. The study adopts a qualitative research approach, relying on secondary sources such as scholarly journals, textbooks, policy reports, and credible online publications. It traces the historical development of social media from early online networking systems to modern algorithm-driven platforms that support real-time communication, targeted advertising, and data-driven decision-making. The research explores how entrepreneurs leverage social media tools for branding, digital marketing, product promotion, customer relationship management, and e-commerce transactions. Findings from the study indicate that social media has significantly lowered the barriers to entry for entrepreneurship by reducing startup and marketing costs while increasing access to global audiences. It has also enhanced innovation by enabling entrepreneurs to test ideas quickly, gather feedback, and adapt to market demands in real time. However, the study also identifies key challenges such as cyber insecurity, online fraud, misinformation, algorithm dependency, and intense market competition, which may hinder sustainable business growth. The study concludes that social media is a critical driver of digital entrepreneurship in the 21st century, reshaping traditional business models and creating new economic opportunities. It recommends that entrepreneurs develop digital literacy skills, adopt strategic online engagement practices, and implement cybersecurity measures to maximize the benefits of social media while minimizing its risks.

This study investigates the impact of digital marketing strategies on brand retention in the telecommunications industry in Benin City, Nigeria. Amidst intense competition and high churn rates (averaging 4.8-7.2% monthly), the research focuses on four key dimensions: content marketing, social media marketing, email marketing, and affiliate marketing. Utilizing a descriptive survey design, primary data was collected from 400 active telecom subscribers via structured questionnaires, employing multiple linear regression analysis to test relationships. Findings reveal that content marketing (β = 0.290, p = 0.000), social media marketing (β = 0.245, p = 0.001), and affiliate marketing (β = 0.243, p = 0.000) significantly enhance brand retention, while email marketing shows no significant effect (β = −0.058, p = 0.329). The model explains 40.6% of variance in retention (R² = 0.406), highlighting the role of interactive and value-driven digital engagements in fostering loyalty among a predominantly young, entrepreneurial demographic (62% male, 61.3% aged 21-30). The study concludes that telecom firms should prioritize culturally resonant digital strategies to sustain customer loyalty in Benin City’s evolving market. Recommendations include intensifying content creation, boosting social interactions, redesigning personalized emails, and expanding affiliate programs. Suggestions for future research encompass broader geographic scopes and mixed-methods approaches to explore emerging trends like AI in retention.

This study examines the impact of digital marketing on consumer buying behavior of food delivery services among University of Benin students. The study adopted quantitative research design as its methodology. A sample size of 300 students was surveyed using a structured questionnaire, and the collected data were analyzed using descriptive statistics and regression analysis. The findings reveal that social media advertisements (B = 0.242, p = 0.001) and email marketing campaigns (B = 0.295, p = 0.000) significantly influence students’ awareness and adoption of food delivery services. However, mobile marketing strategies (B = 0.023, p = 0.730) and search engine optimization (B = 0.016, p = 0.823) did not have a significant impact on purchase decisions. These results suggest that social media and email marketing are the most effective digital marketing tools for engaging university students in the food delivery sector. Based on these findings, it is recommended that businesses prioritize social media and email marketing strategies by leveraging personalized promotions, influencer collaborations, and visually engaging content to drive consumer engagement. Additionally, food delivery services should refine their mobile marketing approach by offering tailored in-app rewards and optimizing notification relevance to improve responsiveness.

This study investigates the influence of social media algorithms on brand visibility amongst students of the University of Benin. In today’s digital age, algorithms determine the content users are exposed to, significantly affecting how brands are seen, interacted with, and perceived online. The research focused on key algorithm-related factors such as user preference, content relevance, engagement metrics, and viral content to understand their roles in enhancing or limiting brand visibility. A quantitative research design was adopted, and data was collected through structured questionnaires administered to 398 students.
Statistical tools, including regression analysis, were used to analyze the data. The findings revealed that all four variables significantly influence brand visibility, with user preference and engagement metrics showing the strongest impact. The study concludes that social media algorithms play a critical role in shaping brand exposure and recommends that brands tailor their digital strategies to align with algorithmic trends. This research contributes to the growing body of knowledge on digital marketing and offers insights for brands aiming to improve their online presence among young, tech-savvy audiences.

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 digitalmarketing 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.