Browsing by Author "Olugbenga Itunu OGUNDERU"

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    Social Media Marketing Platforms and Online Buying Behaviour of University Students in Ibadan Metropolis, Oyo State
    (Lead City University, Ibadan, 2024-12) Olugbenga Itunu OGUNDERU
    This study examines how university students particularly Lead City University and The University of Ibadan undergraduates use social media marketing platforms like Facebook, WhatsApp, Instagram, TikTok, Twitter (X), and Telegram to make online purchases. The study explored the online buying behaviour of undergraduates from the two universities. The population of the study was 53420 while the sample size was 786 based on Slovin Equation. The University of Ibadan was stratified into 5 faculties while Lead City University was stratified into 4 faculties based on their relative sizes and prominence within the universities while simple random sampling technique was used to select the sample within each faculty. Social Media Questionnaire (SMMPOBBQ) was used for data collection while descriptive and inferential statistics were used to analyse the data. Three hypotheses were tested at 0.05 level of significance. The result showed a significant combined influence of social media marketing platforms (Twitter (X), TikTok, Instagram, Facebook, WhatsApp and Telegram) on online buying behavior among university students in Ibadan metropolis (F (17676.829)) = (14168.991); (Adj. R 2 = 0.994, p < 0.05). There was a significant relative influence of social media marketing platforms (Twitter (X), TikTok, Instagram, Facebook, WhatsApp and Telegram) on online buying behaviour among university students in Ibadan metropolis. There was also a significant gender difference (Male and Female) in buying behavior among university students in Ibadan metropolis. Keywords: Social Media Platforms, Marketing Platforms, Online Buying Behavior, Ibadan Metropolis, Internet Purchasing Patterns Word Count: 237
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    Social Media Platforms and Online Buying Behaviour Among University Students in Ibadan, Nigeria
    (Lead City University Ibadan, 2023) Olugbenga Itunu OGUNDERU
    This study is still in progress. It is investigating influence of social media platforms on consumer online buying behaviour among university students in Ibadan. It will fill research gap by examining the impact of social media on purchasing habits of students at the University of Ibadan and Lead City University, Ibadan. The study will highlight the transformative roles of social media platforms in communication and business practices, emphasizing the need for evidence on university students' online buying behaviours. Factors shaping online buying behaviour, especially social media engagement, trust, perceived risk, product information, and peer influence, with extensive literature will be reviewed to provide support for the study. The study will hinge on Technology Acceptance Model (TAM), Theory of Planned Behaviour and Theory of Reasoned Action (TRA). Findings and discussions will present results on the impact of social media platforms on online buying behaviour. Findings will also critically discuss their implications within the context of the literature reviewed and theoretical framework. The summary of the study will provide a concise overview of the main research findings, implications, and potential limitations. The conclusion will be expected to emphasize the significance of social media platforms in shaping consumer online buying behaviour and offer practical implications for marketers and businesses. Suggestions for future research will include exploring different demographic groups, conducting cross-cultural studies, and examining roles of specific social media platforms to further enhance our understanding of consumer behaviour in this digital age.