ABSTRACT

This study examined the link between social media marketing and consumer buying behavior of University of Lagos Students. The population of this study was made up of University of Lagos (UNILAG). The study adopted descriptive research design. A total number of 150 copies of questionnaire were administered to the respondents during the study, while 143 were properly filled and returned for the data analysis. Data analysis was undertaken at five percent (5%) level of significance. Among other things the findings revealed that social media marketing has a significant impact on consumers’ buying behavior of University of Lagos Students, social media marketing has a significant impact on consumers’ purchase intention, and that there are perceived reservations and challenges with social media marketing among University of Lagos Students. The study recommended that since social media marketing has become a great part of marketing strategy for building of a strong brand loyalty, organizations in Nigeria should use more of this new marketing trend. This is important because the result of this study has shown that social media marketing has a significant impact on consumers’ buying behavior of University of Lagos Students.

1.1       Background of the Study

The use of social media in marketing practices has clearly come with the challenge of managing marketing communications in the anal of consumer buying behavior and consumers’ purchase intention on the platform taking into consideration that it is a relatively new area of social marketing. Antaya (2010) said social media is like a snowball rolling down the hill. It’s picking up speed. Five years from now, it’s going to be the standard for marketing goods and services. It is therefore an area of interest that greatly influence consumer buying behavior and cannot be ignored. Thus, this has caused unprecedented competitions among companies in their quest to reach their consumers.  

Apart from the rising competitions among the currently existing rivals, there seems to be a daunting tendency that Nigerians would never dare transact business via the internet with any unseen person who displays many attractive pictures of product items, tagged with prices and might not physically exist anywhere but prompting prospective buyers to pay upfront so that the items would be delivered at their doorsteps anywhere in the country. Thus, many firms, marketers and consumers alike are found to be skeptical about the prospect and authenticity of social media marketing in Nigeria.

There has always been a questionable issue as a result of the pervasive menaces of internet scam (fondly called Yahoo-Yahoo) that has shaped the perception of many Nigerians towards the internet especially when it comes to the supply of certain personal information. Meanwhile, many of Nigerian online marketers have provided sufficient rooms for any likely doubt about the authenticity of their transaction via the social media marketing. But still, other numerous problems proliferate thus, impeding against the consumer buying behavior and purchase intention.

It is against this background that this research study seeks to assess the link between social media marketing and consumer buying behavior of University of Lagos Students.

1.3       Objectives of the Study

The study was conducted with the following objectives:

        I.            To examine the impact of social media marketing on consumer buying behavior of University of Lagos Students.

     II.            To investigate the relationship between social media marketing and consumers’ purchase intention.

   III.            To identify consumers’ perceived reservations and challenges with social media marketing among University of Lagos Students.

1.4       Research Questions

The study was guided by the following research questions:

1)     What is the impact of social media marketing on consumer buying behavior of University of Lagos Students?

2)     What is the relationship between social media marketing and consumers’ purchase intention?

3)     What are the perceived reservations and challenges with social media marketing among University of Lagos Students?

1.5       Research Hypotheses

The following research hypotheses were tested:

1)     H_o:      There is no significant relationship between social media marketing             and      consumer buying behavior of University of Lagos Students.

3)     H_o:      There are no perceived reservations and challenges with social media         marketing among University of Lagos Students.

1.6       Significance of the Study