THE INFLUENCE OF SOCIAL MEDIA PLATFORMS ON CONSUMER PURCHASING DECISION AMONG BUSINESS MANAGEMENT UNDERGRADUATE STUDENTS OF AKENTEN APPIAH MENKAH UNIVERSITY OF SKILLS, TRAINING AND ENTREPRENEURIAL DEVELOPMENT
THE INFLUENCE OF SOCIAL MEDIA PLATFORMS ON CONSUMER PURCHASING DECISION AMONG BUSINESS MANAGEMENT UNDERGRADUATE STUDENTS OF AKENTEN APPIAH MENKAH UNIVERSITY OF SKILLS, TRAINING AND ENTREPRENEURIAL DEVELOPMENT
No Thumbnail Available
Date
2022
Authors
DORIS, TEIKO AMANOR
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The growth of online social networks around the world has created a new place of
interaction and communication among people. Individuals can share their knowledge,
opinions, and experiences with one other due to the online social networks provided
features and may have an impact on people’s behaviour in terms of communication and
purchasing. Studies conducted on social media and its effect on purchasing decisions
showed mixed findings as some agreed that the social media platforms did have an
effect on consumer purchasedecisions while others disagreed and others showed that
there was no relationship between the two constructs. This study focused on students
in Strathmore so as to gain better insight on the extent to which social media platforms
influenced purchasing decisions. It examined the relationship social media platforms
and purchasing decisions by looking at specific factors that drove consumers
particularly university students into purchasing products through social media. The
study found that Instagram was the most widely used by AAMUSTED Business
Management Undergraduate Students in making their purchase decisions related to
their product, brand and dealer choices followedby YouTube and finally Facebook. The
study also found that YouTube and Instagram had a significant influence on product,
brand and dealer choices while Facebook did not significantly influence brand choice.
The study findings also showed that the three social media platforms had a positive and
significant influence on the overall consumer purchase decisions of the students.
Hence, a conclusion was made that businesses and firms that were able to capitalize on
these social media platforms were likely to influence the consumer purchase decisions
of their consumers and that various consumers including students who used the various
social media platforms were likely to be influenced when undertaking their purchase
decisions.