STUDENTS PERCEPTION OF THE IMPACT OF YOUTUBE ON ENTREPRENEURIAL AWARENESS

ABSTRACT

This study examines the students’ perception of the impact of YouTube on entrepreneurial awareness and development, in the department of mass communication, university of Benin, Ekehuan campus. It was majorly to determine and unravel how entrepreneurs perceive and use YouTube; as a source of information and to aid in the development and promotion of their businesses. It also examines how entrepreneurs use YouTube to create awareness to the public and also helps intending entrepreneurs to learn new skills and develop their business ideas. Five objectives and research questions was drawn and tested. Anchored on the Technological Acceptance Model as its theoretical framework, the study adopted the survey research design which allowed the use of questionnaire in gathering data from respondents. 277 questionnaires was distributed to respondents and the results revealed that there is a high level of entrepreneurial awareness among the population of study. Results also shows that entrepreneurs consider YouTube as a very useful tool in creating awareness and developing their business. Results also showed that despite its usefulness, entrepreneurs also face challenges such as poor network access, unstable power and lack of materials in using YouTube for their business activities. Helping to raise funds for intending entrepreneurs and the provision of facilities can help in reducing the effect of these challenges.