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ABSTRACT
This study, which evaluated WhatsApp social network as a marketing tool for student entrepreneurs in Benson Idahosa University, Benin city, was anchored on the tenets of uses and gratification theory and the unified theory of acceptance and use of technology. The survey design was adopted, witha 10-item questionnaire to elicit data from 98 respondents selected from the total population of 4000 students of Benson Idahosa University through purposive sampling technique. Data obtained were presented and analyzed with the aid of frequency tables and simple percentages. Findings revealed that most student entrepreneurs utilize WhatsApp social network as a medium to market their products and services. Also, the study shows that the factors that limit the effectiveness of the medium are low response from customers, ignorance and majorly nonchalance and negligence. However, majority of the students have a positive perception towards the medium as a marketing tool for student entrepreneurs. Therefore, the study concludes that WhatsApp social network is a viable marketing tool for student entrepreneurs, it was however recommended that student entrepreneurs should employ creativity in delivering messages for marketing their products in order to attract the attention of prospective customers.
