ABSTRACT

 The study examined the effect ofsocial media on hedonic consumption among students of Michael Okpara University ofAgriculture, 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 ofMOUAU 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 ofMOUAU. Taro Yamane formula were adopted to determine a sample size of386 studentfrom the population. In effect, 386 questionnaire distributed but, 365 were recoupedform the respondents which form the sample size of the study. A test-re-test were conducted to ensure validity and reliability ofthe 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 ofMOUAU. 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 studentsfeel a sense of belonging and affiliation with others, they will stick online longer andpay more attention to pleasures and catchingfun. Key Words: Social media, hedonic consumption, MOUAU Students.