Empirical analysis shows positive relationship between social media use and consumer buying behavior in tertiary institutions, suggesting marketing strategies need adaptation.
Key Points
Consumer buying behavior significantly improves with increased engagement on social media platforms, highlighting its importance in marketing.
Data from 334 respondents indicated that all social media sites positively influence consumer purchasing decisions uniformly.
This study utilized a structured questionnaire and multiple regression analysis to explore the relationship between social media and buying behavior.
Findings emphasize the need for companies to create engaging online communities to boost product information sharing among consumers.
Cite This Study
Mustapha Yusuf Ismaila (2020) studied this question.