EVALUATION OF THE USE OF NEW MEDIA AS BUSINESS TOOLS AMONG UNILAG STUDENTS DURING THE ASUU STRIKE (A STUDY OF YOUTUBE AND INSTAGRAM)

This research evaluates the use of Instagram and YouTube as business tools among UNILAG students during the ASUU strike, focusing on how students leverage these platforms for income and skill development. Terms such as influencer marketing (where individuals promote brands to earn income) and algorithm (a system determining the visibility of posts) are explained to clarify their impact on students' business activities. The study is grounded in Social Media Theory, which explores how online platforms facilitate interaction and personal branding. A field survey design was adopted, with a sample size of 375 respondents determined using Taro Yamane’s formula, ensuring accurate representation of the student population. Data from Chapter Four revealed that UNILAG students primarily create fashion, lifestyle, and educational content, yet face challenges such as follower engagement and algorithm changes, which limit their ability to monetize their work. Despite these obstacles, many students report developing digital skills and earning supplementary income, reflecting Instagram and YouTube’s role in fostering self-reliance and entrepreneurship. Recommendation by the researcher based on the research findings, is for Institutions to provide digital marketing workshops, helping students optimize their content for better engagement and income potential. This support could improve students' financial independence and readiness for the digital economy. Overall, the research demonstrates how social media can empower students as entrepreneurs, even during academic disruptions, and suggests institutional support could enhance these opportunities further.