Social Media and Consumer Behaviour in Service Industry: A Study of Jumia Technology Company Nigeria

This study assessed the impact of social media on consumer behaviour in service industry. It adopted a survey research design, by collecting and analysing cross-sectional data from respondents. The data was coded and analysed using descriptive and inferential statistic. The findings showed that customers made use of social media platforms as a tool in the process of verifying their purchasing choices. The vast majority of respondents saw social media platforms as the equivalent of electronic word of mouth. It also revealed that consumers were frequently using social media for online purchase and the major factor of social media that influences them is innovativeness. The study therefore concluded that there was significant positive relationship between social media and consumer behaviour. Likewise, there was statistically significant influence of social media on consumer purchase decision. It therefore recommended that organizations should utilize social platforms to setup their communication platforms for interacting with their customers and clients.