AN ASSESSMENT OF SOCIAL MEDIA ADVERTISING PERCEPTION AMONGST YOUTHS IN IKOT EKPENE
TABLE OF CONTENTS
Cover Page
Title Page
Certification – – – – – – – – i
Dedication – – – – – – – – ii
Acknowledgment – – – – – – – iii
Abstract – – – – – – – – iv
Table of Contents – – – – – – – v
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study – – – – – 1
1.2 Statement of the Problem – – – – – 3
1.3 Objectives of the Study – – – – – 3
1.4 Research Questions – – – – – 4
1.5 Significance of the Study – – – – – 4
1.6 Scope of the Study – – – – – 4
1.7 Limitation of the Study – – – – – 5
1.8 Definition of Terms – – – – – – 5
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Introduction – – – – – – – 7
2.2 Concept of Social Media – – – – – 8
2.3 Concept of Social Network – – – – – 9
2.4 Potentials and uses of Social Media – – – 11
2.5 Social Media Sites and Ethics – – – – 14
CHAPTER THREE: RESEARCH METHODS
3.1 Introduction – – – – – – – 16
3.2 Research Design – – – – – – – 16
3.3 Area of Study – – – – – – – 16
3.4 Population of the Study – – – – – 17
3.5 Sampling and Sample Technique – – – – 17
3.6 Instrument for Data Collection – – – – 18
3.7 Method of Data Collection – – – – – 18
3.8 Method of Data Analysis – – – – – 19
CHAPTER FOUR: PRESENTATION, ANALYSIS AND DISCUSSION FINDINGS
4.1 Introduction – – – – – – – 20
4.2 Data Presentation and Interpretation – – – – 20
4.3 Discussion of Findings – – – – – – 34
CHAPTER FIVE: SUMMARY, CONCLUSION RECOMMENDATIONS
5.1 Introduction – – – – – – – 38
5.2 Summary – – – – – – – – 38
5.3 Conclusion – – – – – – – – 39
5.4 Recommendations – – – – – – 39
REFERENCES
APPENDICES
CHAPTER ONE
INTRODUCTION
The popularity of the internet and online communication amongst youths and the world at large has grown exponentially. Social networking venues such as facebook, twitter, badoo, Wikipedia, yahoo, Whatsapp, 2go, eBuddy, etc. has completely change the way interactions take shape amongst individuals. The website allows people to post photographs, video and other information online to share with others usually at little or no cost.
The extreme ease with which anyone can obtain an online profile begs question as to what type of materials are being laid out for the world to see.
The internet however does not contain information but computers linked to the internet with the help of these computers, internet users have access to a wide variety of services including vast information sources, electronic mail, file transfer, internet group membership, social media, etc.
Initially, the internet which began as ARPANET in 1962 was a U.S. department of defense project created to protect natural security. Two decades, the network was primarily used by academic institutions, scientist and the government for research and communication. Ekpenyong (2005) Compu-serve was the first major commercial computer service provided for the public in the United States using a technology known as dial-up back then. It dominated the field through the 1980s and remained a major player until the mid 1990s. In 1992, the nature of the internet changed automatically when the U.S. government withdraws from network management hence paving way for commercial entity to offer internet access to the general public.
Today, the internet has experienced great revolutions which coincide with the increasingly powerful graphical operating systems. The outcome has been many people struggling to get connected to the internet, even though funds and epileptic electricity supply has restricted many Nigerians access to available materials on the network, others who have the opportunity to gain access to network, now divert from using it for academic purpose to using it for leisure.
In view of the above, this study intends to analyze how the youths perception to social media advertising, with view to bringing out what optimal use of the internet social media site by the youths.
The arrival of social media in the internet such as Wikipedia, facebook, twitter, yahoo, Whatsapp, 2go, etc has made information and communication easier. Youths do not only pay less for information and communication but also have the liberty to access a variety of information posted on the net and also to interact and meet other fellow youths. Thus, to address the issues of youth’s exposure to social media sites, the first question raised in this study is for what purpose is the youth in Ikot Ekpene utilizing social media networking?
The objectives of the study were to:
- Find out the perception of social media advertising amongst youths in Ikot Ekpene;
- Explore the advantages and disadvantages of youths’ use of social networking;
- Explore the relationship between the effects of social networking and youths’ efficiency.
- Determine if social media is interfering with youths live in Ikot Ekpene;
The research questions which this study seeks to provide answers to were as follows:
- How do the youths in Ikot Ekpene perceive social media advertising?
- How could the study explore the advantage and disadvantage of youths’ use of social networking?
- Is it possible for this study to explore the relationship between the effects of social networking and youths’ efficiency?
- Is social media networking interfering with youths lives in Ikot Ekpene?
The study boundary is Ikot Ekpene Local Government Area. Youths of the locality shall be interviewed of social media advertising perception.
- Significance of the Study
The focus of this study is to examine the perception of social media advertising amongst youths in Ikot Ekpene. Therefore, this study will be useful to analyze the benefits and effects of social media to youths. Consequently, the challenges of using those networking site shall be exposed and efforts shall be made through the study’s findings to address such challenges. Also the study shall add more to the body of knowledge in the sense that it will act as reference material to researchers and it will attract further studies from researchers.
In addition, youths in Ikot Ekpene and other Local Governments would benefit from the outcome of the study which would make them to realize the countless contributions to social media sites as well as advertising experts and students of Mass Communication.
The researcher was constrained by lack of funds which in one way or the other could not facilitate the survey and easy consultation of materials. Secondly, the researcher was faced by scholarly activities such as assignments, tests and attendance to classes. Retrieval of questionnaires was difficult because most of the respondents were reluctant in answering the questions
Key terms have been defined. These are:
Perception: This refers to ideas, belief you have as a result of how you see or understand a thing.
