Social Media Advertising and the Buying Behaviour of Electronics Products’ Consumers in South-East Nigeria

International Journal of Humanities and Social Science

© 2022 by SSRG - IJHSS Journal

Volume 9 Issue 2

Year of Publication : 2022

Authors : Innocent Paschal Ihechu, Onyedikachi Peace Madu, Dominic Ugochukwu Onwuzuruigbo

10.14445/23942703/IJHSS-V9I2P102

How to Cite?

Innocent Paschal Ihechu, Onyedikachi Peace Madu, Dominic Ugochukwu Onwuzuruigbo, "Social Media Advertising and the Buying Behaviour of Electronics Products’ Consumers in South-East Nigeria," SSRG International Journal of Humanities and Social Science, vol. 9,  no. 2, pp. 5-14, 2022. Crossref, https://doi.org/10.14445/23942703/IJHSS-V9I2P102

Abstract:

The study set out to determine the extent to which social media advertising influenced the buying behaviour of users of electronics products in South-East Nigeria. The major objective was to determine the level of consumers' exposure to electronic product advertisements on social media and the nature of their influenced buying behaviour. Thus, the survey design was adopted to study a sample of 384 electronics product users in state capitals out of a total population of 16,396,555 in the region under study. The questionnaire was used as an instrument, while descriptive and correlation statistics were used to analyse the data. The findings show that users of electronics products in South-East Nigeria were high to advertisements of electronics products on social media. It was also found that the consumers were influenced to patronise durable, portable, and utility electronics products trials, purchases and referrals. Based on the findings, it was concluded that social media advertising influenced users' buying behaviour of electronics products in South-East Nigeria through believable and persuasive message content. Therefore, the researchers recommend that consumer electronics firms sustain social media communities' interest in advertising.

Keywords:

Social media advertising, Influence, Electronics products, Consumers, Buying behaviour.

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