EFFECT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR OF JUMIA NIGERIA

EFFECT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR OF JUMIA NIGERIA

Abstract

This study, from Jumia Nigeria, Greater Calabar, examined the impact of social media on consumer purchasing behavior. This research was conducted to provide empirical evidence on the impact of social media on consumer purchasing behavior and to assist Jumia Nigeria in positively influencing customer behavior through the use of social media. . The specific objectives of the exam are to:
Impact of Facebook, Twitter and YouTube on consumer purchasing behavior for Jumia Nigeri, Calabar. The study design chosen for this study was a cross-sectional survey study design. The research instrument used for this study was a structured questionnaire. Analytical techniques such as simple tables, percentages, and simple regression from the Social Science Statistics Package (SPSS V.20.0) were used to analyze and process the collected data. The results of the study showed that:

FaceBook, Twitter and YouTube have significantly influenced consumer buying behavior for Calabar’s Jumia Nigeria. Considering the results of this study, the following recommendations were made:
Jumia Nigeria needs to increase its marketing campaigns on the Facebook platform to positively influence consumer purchasing behavior for its products. Jumia Nigeria needs to increase its marketing campaigns on the Twitter platform to positively influence consumer purchasing behavior for its products. and Jumia Nigeria need to step up their marketing campaigns on the YouTube platform to positively influence consumer product buying behavior.