UNIBEN STUDENTS ASSESSMENT OF THE USE OF SOCIAL MEDIA FOR ADVERTISEMENT BY BOLT TRANSPORT COMPANY IN BENIN CITY.

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.