SOCIAL MEDIA AND STUDENT BUYING BEHAVIOUR

ABSTRACT

This study examines social media and student buying behaviour in study of University of Benin. The study adopted the descriptive survey research design, data were collected through the aid of a questionnaire. The questionnaire was structured according to the research questions and distributed to sample population of 144 respondents. The findings of the study revealed that convenience does not significantly influence students buying behaviour. Easy payment methods does significantly influence students buying behaviour. Special promotion and discounts does influence students buying behaviour. It was however, recommended that firms who desire to attract the attention of the young generation must endeavour to get into social media platforms; businesses who are not doing well in terms of patronage should venture into online platforms to attract young persons; and that students should ensure that products to be purchased online are adequately verified before they purchase it online.