The Influence of Social Media on Consumer Behavior in Sub-Saharan Africa: An Empirical Evidence from Ghana

AGYEI Bright Antwi, Joana Ankobea Boadi, Linda Ofeibea Nunoo, Cornelius Nii Odoi Mensah, Raphael Ampedu, Frank Peter Mang'ati and Gifty Boakye-Boateng
Additional contact information
AGYEI Bright Antwi: School of Business Administration, Zhongnan University of Economics and Law, China.
Joana Ankobea Boadi: School of Business Administration, Zhongnan University of Economics and Law, China.
Linda Ofeibea Nunoo: School of Business Administration, Zhongnan University of Economics and Law, China.
Cornelius Nii Odoi Mensah: School of Business Administration, Zhongnan University of Economics and Law, China.
Raphael Ampedu: School of Accounting, Zhongnan University of Economics and Law, China.
Frank Peter Mang'ati: School of Finance, Zhongnan University of Economics and Law, China.
Gifty Boakye-Boateng: Central University of Finance and Economics, China.

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 8, 3102-3121

Abstract: 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.

Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... ssue-8/3102-3121.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... evidence-from-ghana/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:8:y:2024:i:8:p:3102-3121

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().