Mixed-methods analysis shows social media advertising has a weak effect on customer behavior in Kabale Municipality, implying a supportive role in awareness and engagement.
This study investigated the effect of social media advertising on consumer behavior among commercial radio stations in Kabale Municipality, Uganda. A cross-sectional mixed-methods design was adopted, targeting a sample of 196 respondents from a total population of 400, comprising radio administrators, presenters and listeners. Data was collected using questionnaires and an interview guide and analyzed through descriptive statistics, inferential statistics and thematic analysis. The findings revealed that social media advertising had a weak and non-significant effect on consumer behavior (R² = .018, p = .095), though qualitative responses emphasized the growing influence of peer recommendations, visual appeal and interactive engagement. The study concluded that social media plays a more supportive role in creating awareness and engagement rather than fostering consumer behaviour. Article visualizations:
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Kanyesigye et al. (2025) studied this question.
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