Social Media: A Critical Examination of Its Effect on Students’ Shopping Habits (original) (raw)
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European Journal of Business and Management, 2020
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Journal of Communication and Media Research, 2017
Advertising has been greatly impacted by the social media targeted particularly at younger users on the various platforms. However, little is known specifically about how social media advertisements influence purchasing decisions among these young people in Nigeria. Hence, this study examined the exposure, viewership and influence of social media advertisements on the purchasing decision of young people using undergraduates in three Nigerian universities. The three universities were purposively selected. Adopting a survey design and using a multistage sampling technique, a 13 item questionnaire was administered to 385 students which formed the sample. Findings showed that social media advertisements are very visible in terms of high exposure (66.9%) but limited in influencing purchase decision (14.3%) among the respondents.
New Media and Mass Communication, 2019
Advancements in information and communication, especially Web 2.0 have provided consumers and businesses with tremendous opportunities to utilize social media platforms effectively. Although both consumers and online retail stores have a wide variety of online platforms to do shopping and run modern, seamless businesses and reach consumers instantly around the world respectively, social media platforms have proven to be one of the most preferred online environments by many consumers. Despite the potential of online shopping via social media, limited attention is focused on this booming research area in Nigeria. Hence, the present study aimed to close the literature gap by to investigating consumer acceptance of social media shopping. Employing the UTAUT model perspective, a survey questionnaire was designed and administered face-to-face to 380 undergraduate students selected using purposive sampling method from two Nigerian universities: University of Maiduguri and Yobe State University. Consumers’ intention to do social media shopping was moderately high, with WhatsApp being the most preferred social media application for doing online shopping followed by Facebook.
Academia Research, 2018
This study was carried out on the role of social media in marketing of consumer products in Kano state, a case study of fast food industry. It was premised on the proliferating notion of online retail businesses in Nigeria particularly through the use of many social media like Facebook, Twitter, YouTube, Google Stores, LinkedIn, etc. despite the nefarious atrocities of internet fraudsters. Two objectives were sought; to determine the perception of the consumers toward online fast food shopping and to determine the extent to which the consumers patronize the online fast food retailers. To achieve these objectives, a cross sectional survey research design was adopted with questionnaire being the data collection instrument. The data collected were analyzed and presented in tables. The hypotheses were tested using ANOVA and Chi-square statistical tools at 5% level of significance and specified degrees of freedom. Among others, the findings revealed that there is a significant difference in the perceptions of the entire consumers and that consumers patronize online fast food retailers very significantly. The study concluded that consumers would continue patronizing online retailers at a crescendo despite their varying perception of internet usage.
Digital Marketing and Consumer Buying Behaviour in Nile University of Nigeria, Abuja
This research examines the impact of digital marketing on consumer buying behavior in Nile University. A survey design was adopted. Population of this study comprise of students and staff of Nile University. This study used online instrument for collecting data so as to achieve the intended goals. Questionnaires were sent out using Convenience sampling Technique via Online Google form through e-mails, WhatsApp and Facebook. A total of 120 responses were collected. The Data collected for this study was analyzed quantitatively using descriptive statistical (SPSS Version 23). The findings show that students and staff in Nile University are in the know of digital marketing and have bought products through various digital channels. The overall results indicate that social media has a more significant impact on consumer buying behavior than other digital channels in Nile University of Nigeria. It is recommended that businesses in Abuja should enhance their social media, websites and e-mail marketing strategies, as it will help expand their customer base and increase the patronage of their products and services, customer relationship management, and profitability.
European Journal of Business and Management, 2014
This study was carried out on the impact of social media networks on consumers' patronage of products. It was premised on the proliferating notion of online retail businesses in Nigeria particularly through the use of many social media like Facebook, Twitter, YouTube, Google Stores, Likedlin, etc despite the nefarious atrocities of internet fraudsters. Among the most notable retail companies that engage in such online businesses in Nigeria are Jumia and Konga Nigeria Ltd, upon which this study was carried out as well as on the consumers who patronize the companies both in Enugu and in Lagos state. Two objectives were sought; to determine the perception of the consumers toward online shopping and to determine the extent to which the consumers patronize the online retailers.To achieve these objectives, a cross sectional survey research design was adopted with questionnaire being the data collection instrument. The data collected were analysed and presented in tables. The hypotheses were tested using ANOVA and Chi-square statistical tools at 5% level of significance and specified degrees of freedom. Among others, the findings revealed that there is a significant difference in the perceptions of the entire consumers and that consumers patronize online retailers very significantly. The study concluded that consumers would continue patronizing online retailers at a crescendo despite their varying perception of internet usage.
This study investigates the impact of online advertisements on the purchasing habits of students at Adekunle Ajasin University Akungba Akoko (AAUA) in Ondo State, Nigeria. In the digital age, online advertising has become a pivotal tool for marketers, significantly influencing consumer behavior, especially among university students who are avid internet users. This research aims to understand the extent to which online advertisements affect students' purchasing decisions, preferences, and overall consumer behavior. A mixed-methods approach was employed, combining quantitative surveys and qualitative interviews to gather comprehensive data from AAUA students. The findings reveal that a substantial proportion of students frequently encounter online advertisements, with social media platforms and search engines being the most common channels. The study highlights that online advertisements significantly influence students' awareness, interest, and desire for products and services, ultimately affecting their purchasing decisions. Factors such as the credibility, relevance, and creativity of advertisements play crucial roles in shaping students' perceptions and behaviors. Moreover, the study identifies the prevalence of impulse buying triggered by attractive online ads among the student population. The research underscores the importance for marketers to craft targeted and engaging online advertising strategies to effectively capture the attention and influence the purchasing habits of this demographic. The implications of these findings suggest that online advertising is a powerful tool for shaping consumer behavior among university students, providing valuable insights for businesses aiming to tap into this market segment. This study contributes to the growing body of literature on digital marketing and consumer behavior in the context of Nigerian universities.
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Social media network platforms have been widely accepted in Africa. Many policymakers argue that social media is a retarding factor of development dynamics of countries. Countries have developed ambiguous security reasons to ban and suppress social media accessibility. This paper seeks to examine how social media gears and steers the transactional behavior of consumers. Social media has a unique influence on the various stages of commodity transactions and the decision-making process. The prompt aim of the study is to explore the influence of social media on the purchase and interactive decisions of Ghanaian consumers. The study uses quantitative data analysis method to analyze survey data to achieve the objectives of this study. Overall, social media has a significant influence on consumer behavior in Ghana, particularly higher in the areas of information and commodity search as well as post-purchase decisions than in real-time purchase decisions.
AKSU Journal of Management Sciences
This study examined the effectiveness of e-marketing Platforms and buying behaviour of students at Akwa Ibom State University (AKSU) towards selected online products. It was carried out based on a paradigm shift in product positioning from conventional ways to online platforms. The study objectives were to determine the relationships between independent variables (Facebook usage, Instagram usage, and Twitter usage) and the buying behaviour of AKSU students. It employed a survey research technique to collect data from a sample of 384 to draw inferences on the total population of 9254 students. The data were collected through an online Microsoft link, and descriptive data were analyzed using frequency tables and simple percentages. The regression analysis in (SPSS Version 21) was used to test the hypotheses. Findings from the results revealed that all three null hypotheses were rejected. This implies that there is a significant relationship between Facebook, Instagram, and Twitter usa...
Online Journal of Communication and Media Technologies, 2015
The growing popularity of the social media has without question brought about a paradigmatic shift in the way advertisers and marketers seek to promote their goods and services and affect the purchasing decisions of their customers and targets. However, research on advertisements positioned on these social networks and the level of awareness, attitude and responsiveness of its users are relatively still developing, especially within the Nigerian context. Because Facebook has, among the various social media, grown exponentially to become the biggest and most popular today, this study thus investigates the level of awareness, attitude and responsiveness to Facebook advertising on the part of Nigerian youths who are believed to be active social media users. Drawing a sample size of 400 from some select universities in South East Nigeria, the survey finds high awareness of Facebook advertising among the youths. However, it was found that in their vicarious experiences with Facebook, these youths experience some "attention challenges" in noticing and observing the ads. Their attitude to the Ads also indicate a cause for worry: even though they fancy and see Facebook Ads as useful, majority of them would not buy the product or visit the website for more or even "Like" products or services liked by their friends. Debunking the Uses-andgratification theory to some extent, the study supports the social cognitive theory of communication and recommends that social media advertisers make their Ads more assertive, eye-catchy, detailed, brief and concise, more visible and more properly positioned, among others.