SOCIAL MEDIA MARKETING STRATEGY AND WASTE DISCARDING BEHAVIOUR IN STUDENTS HOSTELS OF FEDERAL POLYTECHNICS IN NORTH EASTERN NIGERIA

Abstract

This study is an investigation of the impact of social media marketing campaign on students waste disposal behaviour in Federal Polytechnics in the North-Eastern Nigeria. The study sampled three out of a population of six Federal Polytechnics located in the six states of the region. The study adopted an experimental design on the dataset which has a panel structure. The Polytechnic hostels were grouped into male and female categories for the purpose of the experiment; and the experiment continued for a period of 10 days in the three Polytechnics Students Waste disposal behaviour data were collected and measured before and after social media marketing campaign using Camry digital electronic weighing scale. The study deployed the panel data regression framework for the analysis to quantity the effectiveness of the marketing campaign strategy as it affect waste disposal behaviour within the students’ hostels.  The study found that social media campaign does not considerably impact waste disposal actions around students’ hostels, and then concluded that the campaign has tendency to aggravate waste littering but do not specifically impact students waste disposal behaviour without effective hostel management and supervision.