ABSTRACT

The broad objective of the study was to examine the relationship between social media and consumer buying behaviour of selected university students in the South East Region of Nigeria. The specific objectives were to; examine the influence of Facebook on purchase decision of selected university students in the South East Region of Nigeria; examine the level of influence of Whatsapp on purchase decision of selected university students in the South East Region of Nigeria; determine the nature of influence of Twitter on purchase decision of selected university students in the South East Region of Nigeria; and to determine the level of influence of instagram on purchase decision of selected university students in the South East Region of Nigeria. The researcher adopted a survey technique for data collection. The population of the study consisted of 3560 students of the selected universities in the South East Region of Nigeria which are Abia State, Anambra State, Imo State, Enugu State and Ebonyi State. Each of the states has various categories of universities either state or federal. The nature of the population made it uncertain, and thus, infinite. In the study the sampling was non-probable and purposive. With purpose sampling, copies of the questionnaire were given to 250 students across the study area. The data obtained for the purpose of the study were analyzed with descriptive statistics and correlation model. All data presentation and analyses were done through the SPSS software version 20.0. Findings showed that the correlation coefficient (r) between Facebook and purchase decision was 0.897, and also significant at the 1% probability level. This implies that there is a strong positive and direct relationship between Facebook and purchase decision of selected university students in the South East Region of Nigeria. Also, the correlation coefficient (r) between Whatsapp and purchase decision was 0.881, and also significant at the 1% probability level. This implies that there is a strong positive and direct relationship between Whatsapp and purchase decision of selected university students in the South East Region of Nigeria. Similarly, the correlation coefficient (r) between Twitter and purchase decision was 0.798, and also significant at the 1% probability level with p-value = .000.  This implies that there is a strong positive and direct relationship between Twitter and purchase decision of selected university students in the South East Region of Nigeria. It was also found that the correlation coefficient (r) between Instagram and purchase decision was 0.608, and also significant at the 1% probability level. This implies that there is a moderate, positive and direct relationship between Instagram and purchase decision of selected university students in the South East Region of Nigeria. It was recommended that firms using social media platforms should segment their consumers based on the type of social media they use. There should be constant public enlightenment by online firms on the use of the Social Networking Site to know and understand its efficiencies and importance in customer acquisition strategy. Also, a more effective online loyalty community should be built around the social network site of firms’ wall page. The firms should identify and manage the opinion leaders of the digital groups, stimulating them to positively talk about their products.