ABSTRACT

There has been some controversy about the effectiveness of Social media on students’ hedonic consumption. Since the evolution of Social Networking sites, parents and educators have shown great interests on its effects on student’s hedonic consumption. Hence, the study examined the effect of social media on hedonic consumption among students of Michael Okpara University of Agriculture, Umudike (MOUAU). The specific objectives were to: examine the effect of Facebook on hedonic consumption among students of MOUAU; evaluate the effect of Whatsapp on hedonic consumption among students of MOUAU; determine the influence of Twitter on hedonic consumption among students of MOUAU and to examine the influence of Youtube on hedonic consumption among students of MOUAU. The study adopted survey research design and simple random sampling technique. Primary data were used through the distribution of questionnaire. The total population of the study were 11232 students of MOUAU. Taro Yamane formula were adopted to determine a sample size of 386 student from the population. In effect, 386 questionnaire distributed but, 365 were recouped form the respondents which form the sample size of the study. A test-re-test were conducted to ensure validity and reliability of the data. The data were presented using 5point Likert scale, simple percentage and frequency. The hypotheses were tested using multiple regression technique. The empirical result revealed that Facebook, Whatsapp and Youtube application has positive and significant effect on hedonic consumption among students in MOUAU, Abia State.  However, Twitter social media application has no significant effect hedonic consumption among students of MOUAU. The study recommended that there is need for student of MOUAU to create Twitter accounts since it helps expression of identity and showing belonging and affiliation with others. This is because, when students feel a sense of belonging and affiliation with others, they will stick online longer and pay more attention to pleasures and catching fun.

Key Words: Social media, hedonic consumption, MOUAU Students.

TABLE OF CONTENT

Title page i

Dedication ii

Acknowledgement iii

Declaration iv

Certification v

Table of Content vi

List of Tables viii

List of Figures x

Abstract xi

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study 1

1.2 Statement of the Problem 4

1.3 Objectives of the Study 4

1.4 Research Questions 5

1.5 Research Hypothesis 5

1.6 Significance of the study 5

1.7 Scope of the study 5

1.8 Definition of Terms 6

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework 7

2.1.1 Concept of Hedonic Consumption 7

2.1.2 Hedonic Consumption Vs Utilitarian Consumption 11

2.1.3 Concept of Social Media 11

2.1.3.1 Features of Social Media 13

2.1.3.2 Examples of social media 13

2.1.4 Sources and Determinants of Pleasure 15

2.1.5 Pleasure in the Product 16

2.1.6 Pleasure from Person–Product Interactions 17

2.1.7 Pleasure from expectations 18

2.1.8 Pleasure from engagement 18

2.1.9 Pricing Pleasure 18

2.1.10 Hedonic Attitudes and Consumption 19

2.1.11 Social Media and Hedonic Consumption 21

2.1.12 The Direct Impact of Social Media Intensity on Hedonic Consumption 21

2.2 Theoretical Background 21

2.2.1 Operant Conditioning Theory 21

2.2.2 The Aesthetics of Cool by Vito Campanelli (2001) 22

2.3 Empirical Review 23

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research Design 24

3.2 Area of Study 24

3.3 Population of the Study 25

3.4 Sample Size Determination 25

3.5 Sampling Technique 26

3.6 Method of Data Collection 26  

3.7 Validity of Instrument 26

3.8 Reliability of Test Instrument 27

3.9 Method of Data Presentation and Analysis 27

3.10 Model Specification 28

CHAPTER FOUR: DATA PRESENTATION/RESULTS AND DISCUSSION

4.1. Rate of Return Questionnaire 29

4.2 Socio-economic characteristics of students of Michael Okpara University

of Agriculture, Umudike 30

4.2.1 Frequency Distribution of buying/selling goods/services via social media 32

4.2.2 Deriving pleasure through buying goods/services via social media 33

4.2.3 The level of pleasure derived from using social media 34

4.2.4: Effect of Facebook on Hedonic Consumption among Students of MOUAU35

4.2.5 Effect of Whatsapp on Hedonic Consumption among Students of MOUAU36

4.2.6: Effect of Twitter on Hedonic Consumption among Students of MOUAU37

4.2.7: Effect of Youtube on Hedonic Consumption among Students of MOUAU38

4.3 Test of Hypotheses 39

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings 43

5.2 Conclusion 43

5.3 Recommendations 44 

References

Appendix