TAIWO, AKEEM A and AMUSAN, OLUWASEUN M Assessment on the impact of Digital Marketing on Youth Empowerment in Ogun State. In: SMS 12th annual and 1st virtual conference held at Federal Polytechnic, Ilaro via Zoom between September 15th- 16th 2021, 5-6th September, 2021, The Federal Polytechnic, Ilaro..
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Abstract
Due to a shortage of sufficient jobs to provide for the teeming population of youths, youth unemployment remains one of Nigeria's most pressing challenges. This study investigated the impact of digital marketing on young empowerment in Ogun State, Nigeria. The study was conducted using a descriptive survey research approach. The study's participants are youths from Sango Ota, Ogun State. Because of the enormous size of the population, convenience sampling was used to choose a sample size of 300 youths. The instrument used to collect data was a structured questionnaire. The collected data were analyzed using descriptive statistics while the hypotheses developed were tested using regression analysis. The results found that social media promotion has a significant impact on youth empowerment in the studied area (t=1.887; p0.05) and that social media skits have a substantial impact on youth empowerment in the study area (t=6.129; p0.05). The study indicated that online advertising has a considerable impact on youth empowerment in Sango-Ota, Ogun State, based on the results of the findings. The study recommended that since youths will be compensated for their efforts, government and private firms should partner with youths in the promotion of products and services via the internet in order to reduce the high level of unemployment in the country
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Unnamed user with email [email protected] |
| Date Deposited: | 04 Mar 2023 15:34 |
| Last Modified: | 03 Apr 2023 10:50 |
| URI: | http://eprints.federalpolyilaro.edu.ng/id/eprint/2066 |
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