Abstract

The study examined the determinants of Facebook usage among polytechnic students in south east of Nigeria. Specifically, the effects of perceived usefulness, perceived ease of use, perceived privacy, and peer group influence on Facebook usage were examined using a sample of 3,872 regular students obtained using the Gorg and Ball 1973 formula population of 39.490 of regular programmes including the ordinary national diploma OND and higher national diploma HND in government owned polytechnics in the south east Nigeria. The Facebook Usage Questionnaire FUQ , a 5 point Likert type instrument designed for data collection, was tested reliable at 0.82 correlation coefficient. The tables and frequencies were used to analyses the characteristics of the variables while the Spearman's correlation coefficient. Was used to examine the relationship between Facebook Usage and the selected determinants. The results showed that Facebook usage and perceived usefulness has a very strong positive and significant 0.884, p. 0.001 correlation Perceived ease of use has a strong and positive significant effect Facebook usage 0.964, p. 0.000 among Polytechnic students in south east Nigeria Perceived privacy has a very strong positive and significant effect Facebook usage 0.909, p. 0.000 among Polytechnic students in south east Nigeria and that Peer group influence has a strong and positive significant effect Facebook usage 0.994, p 0.000 among Polytechnic students in south east Nigeria. The study thus concluded that Facebook is capable is controlling a high wave of consumers and can be a veritable avenue for product marketing and image making. It is therefore recommended that marketers should consider the use of Facebook as advertising channel for their products, as products that appeal from the young and student audience can be successfully marketed using the Facebook. Nwankwo Nwukamaka | Prof. I. C. Nwaizugbo "Determinants of Facebook usage among Polytechnic Students in South-East, Nigeria" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5 , August 2019, URL: https://www.ijtsrd.com/papers/ijtsrd26758.pdfPaper URL: https://www.ijtsrd.com/management/marketing-management/26758/determinants-of-facebook-usage-among-polytechnic-students-in-south-east-nigeria/nwankwo-nwukamaka

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