Research findings showed that a great number of students in University of Lagos, are addicted to social media. The descriptive statistics of frequency counts and percentage, were used to analyze the demographic data while inferential statistics of Chi-square(x2) was used in testing the research hypotheses. A four point Likert Type Rating Scale Questionnaire type, titled: Social Media and Academic Performance of Students Questionnaire (SMAAPOS) was used to collect data from the participants. The simple random sampling technique was used to select a sample of 378 students. The study focused on University of Lagos hence, population consists of all the 24,661 full-time undergraduate students. To achieve this, the descriptive survey research design was adopted. Five Research questions and five Research hypotheses guided the study. The purpose of this research study is to examine the influence of Social Media and Academic Performance Of students in University of Lagos. A brief literature review on genre theory has been offered to frame the possibility for the emergence of a new genre, the fusion genre, at the base of this encounter. On a second level, the fusion of formats, such as sitcoms with Bollywood nuances, could produce an interesting reflection on genre. Also, this article answers the following question: what are the dynamics that have characterized the artistic encounter between two very different ways of expression? Firstly, the work of Russian Semiologist Yuri Lotman on semiosphere is taken into account in an attempt to highlight how the world of Bollywood and the one of Italian television, considered as two diverse semiospheres, have influenced each other in the endeavor to see a process of exchange and fusion. The television programs analyzed in this article have the scope to unearth how Bollywood cinema has penetrated the small screen of Italy. Interestingly, the plural mediatic nature of these kinds of films have penetrated European countries in different ways some were enthusiastic for the joyfulness of songs, others began reviving connections between hippy culture and Bollywood atmosphere, while Italy, the country under investigation in this article, initiated a series of television programs profoundly inspired by the new and compelling Bollywood wave. Indian subcontinent, proposing a diverse, variegated and multisensorial experience not only for South Asians living abroad, but also for the locals. It was therefore concluded that social media adverts have minimal indirect effects on consumer behaviour with respect to the patronage of cosmetic products among university students. For this reason, most of the participants had the perception that social media adverts were not helpful, and that informed their low patronage thereof. It was further revealed that, although many of participants used social media platforms, the reason for use of these social media platforms was not to see adverts, but rather for other reasons like generating and maintaining friendships. Furthermore, it was revealed in this study that among the 150 participants in the study, most of them use social media platforms like Facebook, Twitter, Snapchat, Instagram and WhatsApp, with again most of them using WhatsApp more than the other platforms as WhatsApp alone had a percentage of 84% of the respondents who use it very often as compared to the 33.3% for Facebook, 23.3% for Twitter, 34% for Instagram and 20.7% for Snapchat. The findings showed that, majority of the students in both universities were between the ages of 18-30 years and that 70.7% of females patronized cosmetic products more than males who were only 29.3%. Furthermore, the study adopted a mixed-method approach of research to arrive at the findings and conclusions. The study was based on the theories of uses and gratification and the black-box model. The sample used was 150 students from the Ghana Institute of Journalism and Accra Technical University. This study sought to ascertain the effects of social media advertising on consumer behaviour of university students, specifically in their patronage of cosmetic products. ABSTRACT Social media advertising is a new version of corporate advertising which has been adopted as new techniques by many companies.
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