ASSESSMENT OF STUDENT_ENTREPRENEURS’ USE OF ONLINE PLATFORMS FOR ADVERTISING: A STUDY OF FINAL YEAR STUDENTS OF HOSPITALITY MANAGEMENT FPTB
Abstract
This study has been undertaken on the “Assessment of Student_Entrepreneurs’ Use of Online Platforms for Advertising: A Study of Final Year Students of Hospitality Management, Federal Polytechnic Bauchi. The study adopted the Uses and Gratifications Theory as its theoretical framework. The primary data, including the questionnaire method, was employed to collect data for presentation and analysis. The simple percentage and mean were used to justify the entire findings. The study revealed that with a mean score calculated value (M = 3.9) greater than the critical mean value (M = 3.9 > 3.0), the statement that “Student entrepreneurs make extensive use of online platforms such as WhatsApp, Instagram, and Facebook for advertising” was accepted. The study recommends that studententrepreneurs should be provided with digital marketing training, improved access to affordable internet, and continuous sensitization on effective use of online platforms for advertising. The findings led the researcher to conclude that online platforms play a significant role in enhancing visibility, customer reach, and the overall performance of student–owned businesses in Federal Polytechnic Bauchi.
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