SOCIAL MEDIA: A CRITICAL EXAMINATION OF ITS EFFECT ON STUDENTS’ SHOPPING HABITS

Cosmas Anayochukwu Nwankwo, Adaobi Patricia Ifejiofor

Abstract


The adoption of social media by students in Nigeria has remained a fast and welcome development and has been used in the transfer of title in many ways. The reason for this study is to examine the effect of social media advertisement on students’ shopping habit in Nigeria, as well as examine the effect of social media credibility on students’ shopping habits in Nigeria. The research focused on internet users (students) from five selected Local Government Councils (Oyi, Idemili North and South, Onitsha North and South) particularly those who use social media sites. Data was collected using questionnaires and interviews from the population of internet users of the selected five selected Local Government Councils. A sample of 150 internet users was drawn from the population. Regression statistics was used to analyse the established variables. The test conducted show that social media advertisement and credibility has significant effect on students’ shopping habit. Based on the outcome of the findings, the authors recommend that advertisers should give all the details that are needed for easy patronage of the products. In addition, users of social media in promotion of products, especially manufacturers and middlemen, should know that the credibility of any social platform creates an added advantage to the profit of that organization.

 

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social media, students’ shopping habit, advertisement, credibility

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