SOCIAL MEDIAL AND CONSUMER BUYING BEHAVIOR AMONG UNIVERSITY OF BENIN STUDENT

Abstract

The study examined social media advertising and buying behavior among University of Benin undergraduate students. The study employed the survey design and the purposive sampling technique to select 397 students across different faculties. A well-constructed questionnaire was used for collection of data from the respondents. The data obtained through the administration of the questionnaires were analyzed using the Pearson correlation analysis. The results showed that there is positive and significant relationship between social media channels and consumption pattern. The study concluded that social media advertising has a significant effect on the buying behavior of the University of Benin undergraduate students. The study concludes that; Companies should perform a comprehensive online market research to study the market for effective social media decision and strategy to later improve manufacturing sales by satisfying their consumers;