THE IMPACT OF SOCIAL MEDIA ADVERTISING ON ORGANISATIONAL AWARENESS (A STUDY OF ADELEKE UNIVERSITY, EDE OSUN STATE, NIGERIA).

This study investigates the impact of social media advertising specifically on platforms such as Facebook, Instagram, X (formerly known as Twitter), and YouTube on organizational awareness, using Adeleke University, Ede, Osun State, as a case study. A qualitative research method was employed, utilizing a survey questionnaire distributed to both staff and students of the university. The total population was 4,225, comprising 225 staff members and 4,000 students. Using the Yaro Yamane sampling formula, a sample size of 365 respondents was determined. Out of the 307 questionnaires distributed, 256 were properly completed and returned, while 51 were either incorrectly filled or incomplete, and 58 questionnaires were not returned. The findings reveal that social media advertising significantly contributes to enhancing the visibility and awareness of the university among its stakeholders. The results shows that active engagement on these platforms can positively influence perceptions and outreach. This study underscores the importance of strategic social media usage in educational institutions for effective communication and branding. The findings will highlight the role of social media advertising in improving organizational awareness of Adeleke University, Ede, Osun State.