Social Media Marketing Platforms and Online Buying Behaviour of University Students in Ibadan Metropolis, Oyo State
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Date
2024-12
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Lead City University, Ibadan
Abstract
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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Keywords
Social Media Platforms, Marketing Platforms, Online Buying Behavior, Ibadan Metropolis, Internet Purchasing Patterns
Citation
Kate Turabia