THE EFFECT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR OF ELECTRONIC PRODUCTS

ABSTRACT

This study focused on examining the effect of social media on consumer buying behaviour of electronic products in Nigeria. Specifically, a total of three hundred and eighty-five (385) questionnaires were distributed to resident in Benin City, Edo state. All the questionnaires were retrieved, cleaned and used for this analysis indicating a response rate of 100%. The responses from the questionnaire administered were analysed using descriptive statistic, Pearson moment correlation matrix and Ordinary least square regression. Based on the analyses, the following findings were made:Social media significantly influence the patronage of various categories of electronic products by consumers in Benin City, there is a significant relationship between social media and consumer buying behavior of electronic products in Benin City, source of information significantly affects consumer buying behaviour of electronic products in Benin City, there are significant factors (such as social media promotions and discounts, number of likes and positive comments on social media posts, comparing social media presence and online reviews, and the frequency of electronic products based on their social media presence) that influence consumer buying behavior of electronic products as a result of social media and Social media networks significantly influence consumer buying behaviour of electronic products in Benin City. Based on these findings, it was recommended that: businesses should focus on creating targeted advertising campaigns, businesses to actively engage with their audience by responding to comments, encouraging customer reviews, and hosting live sessions to showcase products, businesses should consider offering exclusive social media discounts or limited-time offers to stimulate interest and prompt quicker buying decisions, companies must monitor feedback and adapt their strategies accordingly and lastly businesses to maintain a strong, consistent presence across multiple platforms, this could involve adapting content to suit the unique format and audience of each platform while maintaining a coherent brand message. Understanding which platforms are most frequented by their target consumers can help businesses prioritize their marketing efforts and allocate resources more effectively.