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ABSTRACT
This study investigated the attitude of University of Benin students towards online marketing with the aim of identifying the factors that significantly influence their attitudes towards online marketing, evaluate the effectiveness of various online marketing strategies from the perspective of students as well as provide necessary recommendations for marketers and business owners on how they can engage with University students through online marketing efforts using UNIBEN students as case study. A survey research design was employed, and a total of 90 copies of questionnaires were administered to randomly selected students. The results show that majority of students have a positive attitude towards online marketing, citing convenience and accessibility as major advantages. However, some students expressed concerns about online transaction security and lack of trust in online marketers as compared to traditional markets. The study concluded that University of Benin students generally have a favorable attitude towards online marketing, but highlights the need for marketers to address concerns around security and trust. The findings have implications for online marketers, educators, and policymakers seeking to promote digital literacy and e-commerce adoption among Nigerian youth.
