INFLUENCE OF SOCIAL MEDIA PLAFORMS ON CONSUMER BUYING DECISION PROCESS OF SELECTED MADE IN ABA PRODUCTS IN UMUAHIA METROPOLIS, ABIA STATE, NIGERIA

Abstract

This study examined the influence of social media networks on consumer buying decision process of selected made in Aba products in Umuahia metropolis, Abia Sate, Nigeria. The Specific objectives include: influence of Facebook on consumer buying decision process, influence of Instagram on consumer buying decision process and influence of YouTube on consumer buying decision process. The study used non-probability convenience sampling to survey 362 consumers. Simple linear regression model was employed for data analysis. The findings indicate that social media networks (Facebook, Instagram and YouTube) have significant influence on consumer buying decision process. The study aligns with previous research that highlights the importance of these factors that influence consumer buying decision process. Based on the major findings and conclusion, the study recommends as follows: Businesses should simplify their messages, presentations and contents to arouse more interest in their consumers when reviewing their product for purchase, government and online business owners should ensure that consumers are protected since many of them are concerned with the security and protection of their personal details and their privacy when it comes to online shopping in Nigeria and Social media networks, messages and contents of organisations should have fun features and applications to stimulate purchase from online consumers. Online retail companies’/e-commerce companies should specifically describe the quality and quantity of their products to online consumers for easy decision making.