SOCIAL MEDIA

The study investigated the influence of social media on the academic performance of students in tertiary institutions, using a sample of two hundred undergraduate students from the University of Benin. The aim was to explore how social media platforms affect students’ achievement, attitude, study habits, and access to learning materials, with attention to differences based on age, sex, and academic level. A descriptive survey design was used, and data were gathered through a structured questionnaire. The selected faculties represented humanities, life sciences, and technical fields, ensuring a fair representation. The research tool was validated by experts, and its reliability was confirmed using the Cronbach Alpha method, yielding a score of 0.832. Data analysis
was conducted using mean, standard deviation, and t-test at a 0.05 level of significance. Findings showed that students across academic levels believed that social media platforms such as WhatsApp, Instagram, TikTok, and Facebook helped improve their learning experiences. Male and female students alike reported that social media tools supported their learning activities and helped them stay connected academically. The use of these platforms was also found to influence how students build study habits and gain access to educational materials. The results showed that while students generally viewed social media as helpful, their experiences varied based on age, gender, and level of study. This shows that social media plays a strong role in shaping the way students interact with academic content and carry out their studies

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.

The study was designed to elicit the Impact of Social Media influence on Sexually Transmitted Infection Preventive Practices Among Undergraduates. To achieve this, research questions were formulated during the course of the study. To explore these research questions, descriptive statistics and frequency count was used for the study and sectioned designed questions were used as the instrument for data collection. The sample size for the study consists of 247 students from the six faculties out of the fourteen
faculties. The instrument was validated by three experts from the Department of Health, Safety and Environmental Education, University of Benin. Based on the findings, recommendations were made. There is need to examine gender and other health related factors that predict interactive media preferences.

This study evaluated the use of social media for critical democratic citizenship among residents of Edo State, Nigeria. The study addressed the following research Objectives: Ascertain social media users’ engagement with government policies in Edo state, determine the level of social media users’ criticism of the democratic process, examine citizens Critical reflection on the political and economic systems in place on social media, evaluate how citizens have used the social media to call for social justice, ascertain the relationship between government performance and critical democratic citizenship. Survey method was adopted, with a cross sectional design, using purposive sampling technique. A sample of 400 respondents was drawn from the estimated 960,000 Social media users in Edo State (Datareportal's Digital 2023 Report). Data were collected using a structured questionnaire and analyzed using descriptive statistics, correlation analysis, and multiple regression analysis. The findings revealed that social media is widely used for political awareness, active engagement in discussions but activism remains limited. Respondents reported using social media daily to stay informed about political issues (Mean = 3.68, SD = 1.40), but active participation in discussions was less common (Mean = 3.02, SD = 1.23). WhatsApp emerged as the most preferred platform for political discussions (Mean = 3.46, SD = 1.28), while Instagram was the least preferred (Mean = 2.14, SD = 1.28). Users trust social media for government-related information (Mean = 3.97, SD = 1.44) but exercise caution in verifying content before sharing (Mean = 4.14, SD = 0.87).Demographic factors influenced social media engagement, with men and older individuals showing higher participation rates, while women and highly educated individuals exhibited lower levels of engagement. For instance, 68.8% of respondents were female, and 49.9% held postgraduate degrees, yet engagement among these groups was lower compared to their counterparts. A moderate positive correlation was found between social media engagement and critical democratic citizenship (r = 0.461, p < 0.01), indicating that active users are more likely to participate in democratic processes. However, despite recognizing the impact of government performance on civic engagement (Mean = 4.67, SD = 0.68), this awareness does not always translate into active participation. The study concluded that social media is a vital tool for political awareness in Edo State, but active engagement, criticism, and critical reflection remain limited. To address these gaps, the study recommends the implementation of educational programmes to promote responsible and critical engagement with political content and developing targeted initiatives to increase the participation of women and highly educated individuals in online political discourse.

This study investigated UNIBEN students’ perception of the use of social media for advertising by Bolt Transportation Company in Benin City. The study was anchored on the Technological Acceptance Model and Perception Theory as its theoretical framework. It also adopted the survey research design and the questionnaire was used as instrument for generating data from respondents. A total of 300 students from the Department of Mass Communication, University of Benin were selected as sample size and studied. From the analysis of the data gathered, it was discovered that a students have a very high level of awareness of Bolt social media advertising. Findings also discovered that students have a favorable and positive perception towards Bolt adverts on social media. This is due to the fact that they find it informative and useful in choosing transportation services. Consequently, it influences their behavior by making them use Bolt often. Therefore, the study recommended that social media advertisers should come up with better strategies in crafting and developing their advertising messages in order to engage students for improved results and patronage. It also recommended that advertisers and marketers should craft simple, clear and credible messages in order to build trust, brand awareness and patronage.

The competitive nature of the market place in recent times has called for diversified and intensive marketing strategy by each and every organisation.Different forms of promotional activities are embraced by business owners to boost sales. Technological advancements and discoveries have made the act of marketing more easier, less resource consuming and time bound. The growth and advancement of the Internet has fostered the concept of social media marketing as well as use of social media influencers by business owners. The use of influencers who most times are celebrities is a form of marketing trend that seeks to explore, support, identify and engage people involved in impactful conversations. In this millennial age, people spend their time on the interactive media than the traditional media and with our frequent presence on social media the thought on how to use the influence, status and the following acquired on this platform and to increase income has led to brand influencing on social media. So brands, whom their target audience can be found among these influencers' audience will also maximize the opportunity to reach and sell to them

This study examines the influence of social media on the academic performance of students in the Faculty of Social Sciences, University of Benin, Benin City. It seeks to identify both the positive and negative effects of social media usage, determine the most commonly used platforms among students, and propose strategies for responsible and effective use. The research adopted a descriptive survey design, and data were collected from 100 respondents across six departments through the use of structured questionnaires. Findings revealed that social media plays a dual role in students’ academic lives. On the positive side, it enhances learning through easy access to study materials, improved communication, and better collaboration among students. However, excessive use for entertainment and social interaction often leads to distraction, poor
study habits, and reduced concentration. WhatsApp was identified as the most frequently used platform among the respondents. The study concludes that social media can either support or hinder students’ academic performance, depending on how it is utilised. It therefore recommends effective time management, self-discipline, and a more purposeful use of social media for academic advancement.

Social media plays a crucial role in the management of small and medium enterprises (SMEs), significantly contributing to their growth, survival, and ability to achieve business objectives (Adeniran & Johnston, 2021; Wang & Kim, 2023). Traditionally, SMEs relied on conventional tools such as pricing strategies, distribution channels, and promotional techniques to attract customers and enhance sales performance. However, the emergence of social media has transformed business strategies by providing
an affordable and efficient platform to engage with a broader audience and improve marketing outcomes