Effect of Social Media on Consumer Buying Behaviour

Chosen Chinwe Ukonu and Paul Chinedu Agu
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Chosen Chinwe Ukonu: Department of Marketing, Abia State University Uturu, Nigeria.
Paul Chinedu Agu: Department of Business Administration and Management, Federal Polytechnic, Owerri, Imo State, Nigeria.

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Abstract: This study was conducted to investigate the effects of social media networks on consumer buying behaviour of Jumia in Owerri, Imo State, Nigeria. This study adopted the survey research design. The sample size was made up of 185 respondents selected from customers of Jumia in Owerri, Nigeria. Data were collected from 152 respondents using questionnaire as the instrument. The collected data were analyzed and presented using tables and simple percentages. The hypotheses were tested using the Multiple Regression with SPSS version 21 applied. The study revealed among others that social media (Facebook, Twitter and YouTube) had significant effect on customer patronage, customer loyalty, customer satisfaction and customer advocacy of Jumia Nigeria, Owerri. It was then recommended among others, that the government in collaboration with online marketing firms should educate and inform the citizens and customers on the workability and effectiveness of social media marketing.

Date: 2022-04-04
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Published in Asian Journal of Economics, Finance and Management , 2022, 4 (1), pp.298-309

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05149808

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