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The Influence of Social Media on Buying Behaviour of Consumers in Lagos State, Nigeria

Uzodinma, Chukwuma Daniel (2021) The Influence of Social Media on Buying Behaviour of Consumers in Lagos State, Nigeria. Masters thesis, Dublin, National College of Ireland.

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This research work examined the influence of social media on buying behaviour of consumers with particular focus on wakanow, Jumia, Kaymu and Konga in Lagos State, Nigeria. The study from its main objective had the following specific objectives, which were to: determine the influence of social media networks on customer patronage; investigate the influence of social media on consumer buying decision making process; determine the factors that influence consumer purchase intentions as a result of social media and to study the role of mediating influence of social media marketing platforms on the customer buying behaviour. In order to achieve these objective data was collected through the distribution of questionnaire developed on the Google form, these respondents of the questionnaire were online buyers that uses either Wakanow, Jumia, Kaymu and Konga e-commers sites for their purchases. The study adopted the quantitative research design, positivism theory and descriptive research design to achieve the objective of the study. The data gathered were presented in tables and charts as well as an interpretation given to them as well while the hypotheses was tested using the statistical tool (SPSS). The study found out that Social media networks have a significant impact on consumer patronage; social media influences consumer buying decision making process; social media influences consumer purchasing intentions; and that the social media marketing channel has a mediating effect on the buying behavior of consumers in Wakanow, Jumia, Kaymu, and Kongo, Lagos State Nigeria. Based on these findings the study recommended that online retailers/e-commerce companies have to ensure that information about customers is confidential, because online purchases are less likely to be made by consumers who feel that their online transaction is vulnerable to fraud, as many consumers are concerned with the security and protection of their personal details and their privacy when it comes to online shopping in Nigeria.

Item Type: Thesis (Masters)
Subjects: D History General and Old World > DT Africa
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Master of Arts in Human Resource Management
Depositing User: Clara Chan
Date Deposited: 06 Jan 2022 15:25
Last Modified: 06 Jan 2022 15:25

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