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ABSTRACT
This study examined the influence of Instagram on Student's online-buying Behaviour in University of Benin, Benin City. In contrast to physical buying, online buying has gained prominence in thus time and day and everyone particularly students are now technologically inclined. This study became necessary due to the fact that internet and particularly instagram has become a part of our everyday life and can be used to influence buying behaviours or decision of students positively and negatively. The study was anchored on the Social Influence Theory and the Information processing Theory. The study employed survey research method with the use of an eight-item questionnaire as research instrument to gather data from 398 respondents through three stages using the random and simple sampling technique. Findings from the Data generated were analysed and presented with the aid of Frequency Tables, simple percentage and mean scores based on the 4-point likert scale. It was discovered that to a large extent, social media has a positive influence on the online buying Behaviour of Students. It was also found that social media platform like instagram helps to shape the online purchasing decisions of UNIBEN students, among others. Thus, the study concludes that Instagram remains a valuable social media tool which plays an important role in shaping, guiding and influencing the purchasing decisions of consumers one way or the other for their benefits. Hence, the study recommended that businesses and marketers can harness the influential power of Instagram to engage effectively with consumers especially students and drive positive outcomes for their brands.
