SOCIAL MEDIA ADVERTISING AND ITS INFLUENCE ON THE BUYING BEHAVIOR OF NIGERIAN UNIVERSITY STUDENTS

The study was aimed at analysing the impact of social media advertisement on consumer buying behaviour. The survey research was used in this study to sample the opinion of respondents. This method involved random selection of respondent who were administered with questionnaires. The target population of the study comprised of students of selected departments in Chukwuemeka Odumegwu Ojukwu University. The questionnaire administered was one hundred and ten (110) copies and one hundred copies retrieved which constitute the sample size. The descriptive and analytical approach was adopted using Chi-square to test and analyze the hypotheses earlier stated. The findings revealed that there is a significant influence of social media advertising on consumers buying behaviour of Oral B and MyMy toothpaste products and that there is a significant relationship between social media advertising and consumers buying behaviour of Oral B and MyMy toothpaste products. It was therefore concluded from the findings that social media reach allows consumers to create content in line with the firm’s products and services. This study concludes that social media mix allows the firm to use a combination of various communication channels in targeting different market segments and its main objective is to help the businesses in meeting up with the various marketing objectives. It was recommended that Oral B and MyMy toothpaste industries should embrace the use of social media reach in targeting different market segments to effectively influence consumer buying behaviour.