SOCIAL MEDIA AND CONSUMER BUYING BEHVIOUR OF SELECTED MANUFACTURING COMPANY

Adefemi, Adekunle ()
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Adefemi, Adekunle: Scholar at Lead, Postal: City University Ibadan, Nigeria,, https://www.afarng.org/mjms/

Multidisciplinary Journal of Management Sciences, 2020, vol. 2, issue 1, 154-166

Abstract: The rationale of this research study was to examine the relationship between social media and consumer buying behaviour of selected manufacturing companies. The study employed a descriptive research design which involves the collection of data to test hypotheses and provide answers to the research question. The research population comprised of the Staff and customers of Nigeria Bottling company maker of Coca-cola located at Iddo, Ebute-Metta Lagos state. The sample size of eighty (80) staff and the customer was selected from the population of 100 using the Taro Yamane (1967) formula. Primary data were analyzed using Pearson's co-relation run on Statistical Packages for Social Science (SPSS) version 24.0 to check the relationship between social media and consumer behaviour. The convenience sampling technique was adopted for this study to meet certain practical criteria, such as easy accessibility, geographical proximity, availability at a given time. The result of a bivariate Pearson correlation shows that there is a significant relationship between email marketing and consumer pattern in a selected manufacturing company. (r = 0.564; P-value = 0.000

Keywords: Consumer patronage; E-mail marketing; Facebook; Purchase decision and Social media management. (search for similar items in EconPapers)
Date: 2020
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