The Impact of Social Media Advertisement on Goods Sales Level in Nigeria: University of Nigeria Business Education Students` Perspective

Abstract

This research was carried out in order to determine the impact of social media advertisement on goods sales level in Nigeria: University of Nigeria business education students` perspective. The study adopted descriptive survey research design. The population of the study was 542 undergraduate and postgraduate students of Business Education at the University of Nigeria. The sample size was 225 and was obtained using Cochran`s statistic sample formula of n = ⁄ and the sampling technique used were stratified and simple random sampling techniques. The instrument for the study was a structured questionnaire of 15 question items with three clusters. Using cronbach alpha the reliability coefficient of 0.81 was obtained on the questionnaire instrument. The three research questions were answered using mean and standard deviation while the three hypotheses were tested at 0.05 significant level using T-test. From the results of the findings, it was discovered that, both the undergraduate and postgraduate students agreed that Facebook, YouTube video and Whatsapp advertisements have impact on sales of goods level. The study also found no significant difference in the response rating of undergraduate and postgraduate students of Business Education on the impact of Facebook, YouTube video and Whatsapp on sales of goods level. Finally, conclusion was drawn and some recommendations were made.