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ABSTRACT
This study was carried out ot investigate the influence of social media on sports fans in university of Benin, Ugbowo campus. Student who uses social media to actively participate in sporting activities as case study. The five research questions were raised and a stratified sampling technique was used to select hundred and fifty (150) students which was drawn from the University of Benin. The data were collected with questionnaire instrument and analyzed using simple percentage. It was revealed that socal media influences the physical, social, academic and emotional intelligence of students who use these social media platforms; Facebook, Twitter, YouTube, Instagram, Snapchat to actively participate in sporting activities. Further findings of the study revealed that using these social media platforms to participate in sporting activities enhances how they share options, engage in current discussions and access an endless supply of facts regarding their favored team. More findings made it known that athletes can satisfy fans' demand for person connection with them by actively communicating with them on social media platforms such as Instagram and Twitter. This can create a sense of affection and accessibility. The study concluded that social media plays a crucial role in shaping the experiences and behaviour of sports fans. It enhances fan engagement. However, social media also introduces challenges such as the spread of misinformation and potential negative impacts on real-time sports event experiences and fan loyalty. The findings underscore the dual nature of social media, acting both as a powerful tool for fan engagement and a source of potential disruption. vii The students in University of Benin, should be mindful of the potential negative impacts of excessive social media use on physical and mental health. They should seek to balance their online engagement with real-time experiences and be critical of unverified information to avoid misinformation
