STUDENTS PERCEPTION OF THE ROLE OF SOCIAL MEDIA IN THE PROPAGATION OF GENDER EQUALITY

ABSTRACT

This study investigates the influence of social media advertising on the purchasing behaviour of Generation Z, focusing on mass communication students at the University of Benin. Generation Z, born into a digital era, is known for their heavy reliance on social media platforms for information and communication. The study employs a mixed-methods approach, combining qualitative interviews and quantitative surveys to gather insights into the attitudes, perceptions, and behaviours of these students towards social media advertising and its effect on their purchasing decisions. Through thematic analysis and statistical analysis techniques, the research explores the various factors that contribute to the effectiveness of social media advertising in shaping the consumption patterns of Generation Z. Findings reveal the significant role of social media platforms in influencing purchasing decisions, highlighting the importance of factors such as content relevance, engagement, authenticity, and peer influence. The study provides valuable insights for marketers, educators, and policymakers on effectively leveraging social media advertising to engage with Generation Z consumers and drive their purchasing behaviour