IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR

ABSTRACT

The study investigated the effect of social media on consumer buying behaviour. The social media variables explored are: Facebook, Instagram, Twitter and YouTube; while consumer buying behaviour was the study’s dependent variable. As a restatement of the objectives, the study attempted to determine the effect of Facebook, Instagram, Twitter and YouTube on consumer buying behaviour in Benin City, Edo State. Data were primarily sourced through the administration of three hundred and ninety-six (396) questionnaire out of which three hundred and sixty (360) were found usable for the empirical analysis. The descriptive (frequency, mean and percentage) and inferential statistics (regression) were adopted for the study’s analysis. Specifically, the regression analysis revealed the following: there is a positive and significant relationship between Facebook and consumer buying behaviour amongst University students, it showed a positive and insignificant relationship between Instagram and consumer buying behaviour amongst University students, a positive and significant relationship between Twitter and consumer buying behaviour amongst University students and a positive and significant relationship between YouTube and consumer buying behaviour amongst University students.based on these findings, the following recommendations were made: marketers and businesses targeting this demographic should consider increasing their presence and engagement strategies on Facebook. Marketers should focus on long-term brand building and engagement strategies on Instagram, which may include influencer partnerships, Instagram Stories, and interactive features like polls and quizzes to enhance user engagement. Marketers should consider utilizing Twitter's real-time communication capabilities to engage with consumers through timely content, customer service interactions, and leveraging trending topics to maintain relevance and visibility among the target demographic. Marketers should invest in creating informative, entertaining, and engaging video content that resonates with the interests of university students.