Social Media Platforms and Students’ Purchase Behaviour Towards Online Goods in Imo and Anambra States
Chapter One
Objectives of the Study
The objectives of this study are as follows:
- To analyze the influence of Instagram on students’ information search, patronage, and window shopping behaviors towards online goods in the Imo and Anambra states.
- To examine the impact of YouTube on students’ information search, patronage, and window shopping behaviours towards online goods in the states of Imo and Anambra.
- To assess the role of Facebook in shaping students’ information search, patronage, and window shopping behaviors towards online goods in Imo and Anambra states.
- To investigate the influence of TikTok on students’ information search, patronage, and window shopping behaviours towards online goods in the states of Imo and Anambra.
Chapter Two
Review of Related Literature
Social media platforms have become an integral part of the daily lives of people across the globe (Chen et al., 2021). These platforms have evolved into multifaceted tools that serve various purposes, including communication, entertainment, and networking (Kumar & Kaur, 2018). Moreover, social media has significantly impacted consumer behaviour, influencing how individuals make purchasing decisions (Akram et al., 2018). This study focuses on understanding the relationship between social media platforms and students’ purchase behaviour towards online goods in Imo and Anambra states, Nigeria (Khokhar et al., 2019).
The proliferation of social media platforms such as Instagram, YouTube, Facebook, TikTok, and others has reshaped the way people interact and consume information (Zhang et al., 2020). These platforms offer a wide array of content, from user-generated posts to advertisements and product recommendations (Lee & Jeong, 2022). Consequently, they have become powerful influencers in the consumer decision-making process (Chen & Zhao, 2020).
The influence of social media on consumer behaviour is particularly noteworthy among students. Many students rely on social media platforms not only for social interaction but also for information search related to online goods (Isa et al., 2016). These platforms provide a space where users can share their experiences with products and services, read reviews, and seek recommendations from their peers (Mudambi & Schuff, 2020). As a result, social media platforms play a crucial role in shaping students’ perceptions of online goods and their decision to make purchases (Zou, 2018).
Imo and Anambra states in Nigeria serve as an interesting context for this study due to the diverse demographic composition of their student populations (Ugbomhe et al., 2018). These states offer a unique opportunity to explore how different social media platforms influence students’ purchase behaviour (Hussain, 2018). The cultural, economic, and social factors specific to these regions may contribute to variations in students’ preferences and attitudes towards online goods (Udegbe & Aliu, 2021).
Understanding the impact of social media platforms on students’ purchase behaviour can have significant implications for marketers and e-commerce businesses (Hajli, 2020). By identifying which platforms are most influential and how they affect information search, patronage, and window shopping, businesses can tailor their marketing strategies to effectively target the student demographic (Kim & Kim, 2018).
In recent years, the e-commerce industry has witnessed exponential growth, driven in large part by the convenience and accessibility offered by online shopping (Akram et al., 2022). As the e-commerce landscape has expanded, so too has the role of social media in shaping consumers’ choices (Chen et al., 2020). Instagram, YouTube, Facebook, and TikTok have emerged as dominant platforms that facilitate online shopping by providing users with information about products and enabling direct interactions with sellers (Hajli, 2020).
Instagram, with its visually appealing format, has become a hub for influencer marketing and product discovery (Sudha & Karuppiah, 2018). Users can explore a wide range of products through images and short videos, often accompanied by endorsements from influencers and celebrities (Parboteeah et al., 2019). This visual-centric platform has proven to be a powerful tool for capturing the attention of potential buyers (Amanah & Harahap, 2020).
YouTube, on the other hand, offers a unique space for in-depth product reviews and tutorials (Zhang et al., 2018). Many content creators on YouTube specialize in providing detailed insights into various products, helping consumers make informed decisions (Chen et al., 2020). Additionally, the platform’s live-streaming features enable real-time engagement with sellers, enhancing the shopping experience (Kim & Kim, 2018).
Facebook, being one of the earliest social media giants, has evolved into a comprehensive platform for e-commerce (Aragoncillo & Orus, 2018). Businesses can create dedicated pages, showcase their products, and even integrate e-commerce functionalities (Hussain, 2018). Furthermore, Facebook’s targeted advertising allows for precise product recommendations, making it a valuable channel for personalized shopping experiences (Zhang et al., 2018).
TikTok, with its short-form video content, has rapidly gained popularity among younger audiences (Xiang et al., 2016). It has become a hotspot for viral product endorsements and challenges, where users showcase their purchases and experiences (Quicanaga & Ogbere, 2022). The platform’s algorithm-driven content discovery further contributes to its influence on purchase behaviour (Khokhar et al., 2019).
The impact of these social media platforms on consumers’ choices is not limited to information search alone. They also play a significant role in encouraging impulsive buying behaviour (Qammar & Ali, 2018). The constant exposure to curated content and personalized recommendations can trigger spontaneous purchases (Zhang et al., 2018). Moreover, the social aspect of these platforms, such as likes, shares, and comments, can create a sense of urgency and FOMO (Fear of Missing Out) that drives impulsive buying decisions (Ugbomhe et al., 2018).
Consequently, the e-commerce landscape has been reshaped by the influence of social media platforms like Instagram, YouTube, Facebook, and TikTok. These platforms provide users with a rich array of product information and interactive features, making them powerful tools for online shopping. From visually-driven experiences on Instagram to in-depth reviews on YouTube, and from comprehensive e-commerce options on Facebook to viral trends on TikTok, each platform offers a unique avenue for consumers to explore, engage with, and purchase products. This evolving dynamic between social media and e-commerce continues to shape consumers’ choices and behaviours in the digital age (Quicanaga & Ogbere, 2022).
These platforms have also redefined the concept of window shopping, allowing users to explore a wide range of products and services without leaving the comfort of their homes (Zhang et al., 2018). For students in Imo and Anambra states, social media platforms offer an array of opportunities to explore, engage with, and ultimately make purchases from online retailers (Aronson et al., 2020). Understanding how these platforms influence students’ information search, patronage, and window-shopping behaviours is essential for businesses looking to capitalize on this emerging market (Kumar & Kaur, 2018).
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