AUDIENCE PERCEPTION OF SOCIAL MEDIA LIVE STREAMING ON SELECT PRIVATE RADIO STATIONS IN MAKURDI

This study investigated audience perception of social media live streaming on select private radio stations in Makurdi, Benue State. The study was anchored on three theories namely; Media convergence theory, Uses anc Gratifications theory, and Perception theory. The survey research method was adopted; the purposive sampling and accidental sampling were used tc reach available respondents. A sample of 384 respondents was selectect using the Krejcie and Morgan table of sample size determination Questionnaires were administered to respondents as an instrument of data collection. Major findings of the study reveals that audiences use social media very frequent most especially Facebook in streaming or listening to radio programmes or contents, that using social media in streaming or listening to radio programmes is flexible and convenient;and better than listening to radio via a radio set, and that using social media to stream or listen to radio programmes gives audiences the opportunity to give the stations feedback by commenting below the stations posts. The study among others recommended that, radio stations should increase their level of live streaming of programmes on social media platforms like YouTube, Faccbook, Instagram, and X (Twitter)to reach audiences who are always glued to social media; hence expansion of reach.