SOCIAL MEDIA USE AND ITS INFLUENCE ON THE PROMOTION AND ADOPTION OF ORAIMO TELECOMMUNICATION PRODUCTS

ABSTRACT In the telecommunications sector, social media plays a vital role in product promotion and customer engagement. Social media is immensely popular among Nigerian youth, who use it for communication,entertainment, and information-sharing (Akanbi & Adewoye, 2021). The telecommunications industry continues to evolve as brands adopt new digital marketing strategies, with a heavy focus on social media.This shift aligns with the consumer trend of seeking information and making purchase decisions online. Research indicates that consumers are more likely to explore and adopt telecommunication products after seeing them promoted on social media (Patrutiu Baltes, 2015). Amidst this mixed reactions, this study examines the influence of social media on the promotion and adoption of Oraimo telecommunication products among undergraduate students. Based on seven research objectives, this study was anchored on the underpinnings of Technology Acceptance Model and Social Influence Theory, This study uses Survey Research Method with Purposive and Available Sampling Techniques to obtain responses (using e-questionnaire) from 335 respondents drawn out for the study based on the recommendation of Krejcie and Morgan (1970). Findings of the study revealed that Findings revealed that the majority of respondents use social media frequently to access information about telecommunication products, with many identifying it as their primary source of information. It was also revealed that social media advertising positively influenced perceptions of Oraimo's brand image. Most respondents associated Oraimo with reliability,innovation, and quality due to its active social media presence.Furthermore,recommendations from influencers and promotional activities such as discounts and giveaways were key factors driving purchasing decisions among students. The study, however, recommended that further studies should be carried out to provide more empirical proofs on strengthen social media engagement with influencers and develop targeted advertising campaigns also enhance content creativity and interactivity