Abstract

The purpose of this research was to investigate how social media influencer marketing tools influence the consumer purchase behaviour of students at the University of Benin. Specifically, the study aimed to examine the influence of Facebook, Instagram, Twitter, and YouTube on the consumer behaviour of students at the University of Benin.

To achieve the research objectives, a cross-sectional survey research design was used. Both undergraduate and postgraduate students at the University of Benin were included in the population. The sample size was determined using Yamane's formula, resulting in a sample size of 395. Data was collected using a questionnaire, both descriptive and inferential statistics were employed to analyse the collected data.

The descriptive analysis utilized percentage, mean, and standard deviation, while Pearson Correlation and Multiple Regression methods were used to test the hypotheses formulated. The study's results showed that there is a significant positive correlation between Facebook, Instagram, Twitter, YouTube, and purchase intention. However, the descriptive analysis found that YouTube is the most popular social media platform used by students to follow their influencers.