PERCEPTION OF MAPOLY/CUAB MEDIA SCHOLARS’ ON IMPACT OF SOCIAL MEDIA PLATFORMS FOR BOOK MARKETING

ABSTRACT This study explores the perception of media scholars at Moshood Abiola Polytechnic (MAPOLY) and Crescent University, Abeokuta (CUAB), on the impact of social media platforms in book marketing. In the digital age, social media has emerged as a transformative tool, enabling authors, publishers, and marketers to reach a global audience with minimal resources. This study examines how media scholars perceive the effectiveness, challenges, and opportunities provided by platforms such as Facebook, Instagram, Twitter, and TikTok in promoting books. The research adopts a mixed-methods approach, combining qualitative interviews and quantitative surveys to gather insights from media students across the two institutions. Key variables explored include awareness, accessibility, engagement strategies, and trust in social media as a viable marketing channel for books. Findings reveal a strong inclination among scholars towards the efficacy of social media in driving visibility and sales. However, concerns about credibility, content saturation, and technological gaps are also highlighted. This study contributes to the growing body of knowledge on digital marketing by providing academic perspectives from the Nigerian context. It emphasizes the need for tailored strategies to leverage social media platforms effectively and proposes recommendations for authors and publishers to optimize their online book marketing efforts. The implications of this study are significant, highlighting the need for authors and publishers to develop effective social media marketing strategies in order to reach their target audiences.