DETERMINANTS OF STUDENTS ATTITUDES TOWARDS SOCIAL MEDIA ADVERTISING: IN CASE OF ST. MARY’S UNIVERSITY

Abstract

We live in an era where technology has come to play a very important role in our society. The beginning of the Internet has taken over people‟s lives, enabled by the enormous growth of technologies that can be accessed very easily. Social media followed shortly after and the number of people specially students‟ using these platforms has been growing very rapidly in the past few years and is changing the way people interact and communicate with each other. This leads the marketing to go through an important development, as most organizations saw the opportunity to advertise on social media. In such, this study deals on the student‟s attitude towards social media advertising of SMU at St. Mary‟s University. A sample of 315 students was selected from the total population of the SMU University Students through survey questionnaire. SPSS software was used for analysis and descriptive statistics, correlation and regression analysis were conducted. The study results showed that all variables selected are positively correlated and all are influence for the respondent‟s attitude toward social media advertising. In addition to that the study showed that credibility has more influence than the others. In such managers of the university should focus to improve the entertainment part of the advertising massage keep the students up to date, be credible and ensure that the media used to be interactive among the student.