Impact Of Facebook Advertisement On The Undergradute Admission Of Private Universities In South East Nigeria (a Study 0f Caritas University Students)

Abstract

This study was aimed at ascertaining whether undergraduates private universities access advertisements on Facebook and whether such advertisements impacted on their choice of  getting admission. The survey method was adopted while four research questions guided this study. Questionnaire and personal interview  were the instruments for data collection while stratified random sampling technique was used to draw 380 respondents from the population using the percentage sampling method. For clarity purposes, data obtained was analysed using simple percentages and frequencies. Results of the analysis indicated that  majority of the respondents access advertisements on Facebook and saw them as being targeted at them. The findings also revealed that there was no significant margin between those who patronize the university advertised on Facebook and those who do not, with 87% patronizing and 13% not patronizing. The study recommended that more concerted efforts should be paid on the part of advert  agencies and advertisers to make the advertisements on Facebook more attractive and catchy as well as put all details needed to facilitate more patronage of the advertised product, such as University and admission.