IMPACT OF SOCIAL MEDIA ON MARKETING PRACTICES: PERCEPTIONS OF GRADUATE STUDENTS IN NORTH WESTERN NIGERIA

Abstract

Social media has fundamentally transformed contemporary marketing practices globally, yet empirical research examining its perceived impact from the perspective of emerging marketing professionals in emerging economies remains limited. This study critically examined the perceived impact of social media platforms on marketing practices as evaluated by graduate students in universities across the North Western geo-political zone of Nigeria. Using a descriptive survey design, data were collected from 1,276 graduate students selected through stratified random sampling across seven institutions. Data were analyzed using descriptive statistics, Pearson correlation, ANOVA, and multiple regression. Key findings indicate that graduate students perceived social media as most impactful for brand communication (M = 4.00, SD = 0.82), followed by market research (M = 3.81, SD = 0.87), consumer targeting (M = 3.64, SD = 0.94), and performance measurement (M = 3.43, SD = 0.96). Comparative analysis revealed social media was perceived as significantly more effective than traditional channels for reach (p < 0.001), engagement (p < 0.001), and cost-effectiveness (p < 0.001). Infrastructure constraints emerged as the most significant barrier (M = 4.21). Regression analysis identified platform familiarity (β = 0.34, p < 0.001) and prior industry experience (β = 0.28, p < 0.001) as the strongest predictors of positive perceptions. Based on empirical findings, the study proposed and validated the Social Media Marketing Evaluation Framework (SMEF) through expert review (overall rating: 4.50/5.00) and usability testing (93.3% perceived usefulness). The study contributes to theoretical understanding by extending Uses and Gratifications Theory and Diffusion of Innovation frameworks to marketing technology evaluation in emerging markets. Practical contributions include actionable insights for curriculum development, practitioner strategy, and policy formulation to optimize social media's contribution to marketing effectiveness in Nigeria and similar emerging economies.