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.
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