Olayiwola, J. O and Jegede, O.W (2020) THE ROLE OF SOCIAL MEDIA IN ADVERTISING PRODUCT AMONG ARTISANS IN IBADAN METROPOLIS. In: 2nd International Conference, Virtual, 10th – 11th Nov., 2020, The Federal Polytechnic, Ilaro.
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The Role of Social Media in Advertising Product among Artisans in Ibadan Metropolis.pdf Download (272kB) |
Abstract
Social Media has become the way of advertisement. Social media networks have grown rapidly to be the leading means of marketing and advertising products and services. People have moved from traditional means of advertisement to modern means which social media is one of the modern means. This paper examines the value that artisans derived through the use of Social Media advertisement. The study adopted the Unified Theory of Acceptance and Use of Technology, (UTAUT), model to determine the acceptance level of social media applications as a platform for advertisement and analysis was carried out to establish how each factor affects value derived from social media advertisement. The study adopts six factors, i.e., performance expectancy, effort expectancy, social influence, perception of risk, influence of trust factor and intention to use. Data were collected through survey questionnaire administered to 170 respondents in Ibadan metropolis. It was concluded that the artisan use social media for advertisement and they derived a lot of benefits from advertising through social media.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Social media, advertisement, artisans, ICT |
| Subjects: | Q Science > Q Science (General) T Technology > T Technology (General) Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science |
| Divisions: | Faculty of Engineering, Science and Mathematics > School of Engineering Sciences |
| Depositing User: | Joy Oluwabukola Olayiwola |
| Date Deposited: | 10 Feb 2022 08:55 |
| Last Modified: | 10 Feb 2022 08:55 |
| URI: | http://eprints.federalpolyilaro.edu.ng/id/eprint/1848 |
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