Browsing by Author "Omowale Adelabu,"

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    SMARTSPHONES AND COMMUNICATION PATTERN AMONG STUDENTS IN HIGHER INSTITUTIONS
    (SINGAPOREAN JOuRNAl Of buSINESS EcONOmIcS, ANd mANAGEmENt StudIES, 2015-12-03) Omowale Adelabu,
    Communication is at the heart of human existence and technology has always determined the nature of and nurture how man communicates. The introduction of mobile telephone and most importantly smartphones has altered the way youths communicate, yet there is little or no empirical research on the influence of this technology on the communication pattern of youth especially students in higher institutions. The survey research design was adopted with questionnaire as the instrument of gathering data from 500 respondents chosen from the Redeemer’s University, Osun State and the University of Lagos, Lagos State. Study revealed that smartphone usage among students in higher institutions has positive influence on their communication pattern. The study further showed that majority of the respondents used their smartphone for social activities and related functions. On the strength of these findings, the researchers recommended that more researches should be conducted to know more about this growing technology. Also, it was recommended that marketing communication professionals should be interested in the opportunities provided by this technology to reach out to their target audience.
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    Social Media, Advertising Messages and the Youth: Any Influence?
    (New Media and Mass Communication, 2015-03-02) Omowale Adelabu,
    Social media sites such as Facebook, YouTube, twitter, and many others are popular internet sites where people especially youth interact freely, sharing and discussing information about each other and their lives, products or services, using multimedia mix of personal words, pictures, videos and audio. Advertisers have always been fascinated by media and the youth because of their primacy to business. Social media are the latest platform that advertisers are spending huge part of their advertising budget on, yet there is little or no research on the influence these media have on the youth. The population of study is students of university of Lagos and Caleb University. The survey design was adopted with the use of questionnaire as data collection instrument. A sample of 300 respondents was randomly selected and test instrument administered on them. The findings showed that 93.5% of the respondents said they were exposed to advertisements on social media. 47% said social media advertisements had positive influence on them, 45.2% said they ignore advertisements on social media, while only 20% purchase products advertised on social media. The researchers concluded that social media may contribute to brand awareness, create interest in the prospect and may in conjunctions with other factors move prospect to take desired decision. However, social media should not be seen as the ultimate media to reach the elusive youth market.