INFLUENCE OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR A CASES STUDY OF MANAGEMENT SCIENCE STUDENTS, UNIVERSITY OF BENIN, BENIN CITY

ABSTRACT

The aim of this study was designed to examine the influence of social media on consumer buying behaviour. To guide the study, three research questions were raised which are outlined thus: what are the challenges of shopping through social media? how have social media channels influenced the buying behaviour of management science students’ university of Benin, Benin City. What are the potential factors that motivate students to shop on social media platforms? The study adopted survey research design because the sampled elements and the variables under investigation were observed without any attempt to control or manipulate them From these three research questions, 15 items were raised in the questionnaire together with the data for this study and the questionnaire was subject to Crobach alpha method of testing and a coefficient of 0.73 was obtained. The descriptive survey research design was used for this study. Population of the study consisted of Students in the Department of Management Science The findings from the study revealed that majority of the respondents strongly agreed that the use of social media stimulates consumer buying behaviour. It was revealed that majority of the respondents strongly agree an increase in security on social medial stimulate the buying behaviour of the consumers. it was shown that there is significant relationship between social media and consumers buying behaviour. It is recommended that companies should focus and use more of social media networks to reach their consumers. There is a great emerging opportunity of selling products not only at the locality market anymore but now to the entire world via social media. All small and medium sized retailers who crave for growth should plunge their businesses into the social media networks like Instagram.