Effect of Social Media on Consumer Buying Behaviour | Asian Journal of Economics, Finance and Manage

This research looked into the influence of social media networks on Jumia's consumer buying behaviour in Owerri, Imo State, Nigeria. The survey research design was used in this study. A total of 185 respondents were chosen among Jumia consumers in Owerri, Nigeria, for the study. A questionnaire was used to obtain information from 152 respondents. Tables and basic percentages were used to analyse and illustrate the acquired data. The hypotheses were investigated using SPSS version 21 and the Multiple Regression method. The study discovered that social media (Facebook, Twitter, and YouTube) had a substantial impact on consumer patronage, loyalty, satisfaction, and advocacy at Jumia Nigeria in Owerri. The government, in partnership with internet marketing corporations, was then advised to educate and inform residents and customers about the viability and success of social media marketing.

Please see the link :- https://globalpresshub.com/index.php/AJEFM/article/view/1549