SOCIAL MEDIA MARKETING AND CONSUMERS DECISION MAKING AMONG UNIVERSITY UNDERGRADUATES

Abstract

 The researchers investigated the relationship between social media marketing and consumers purchase decision making among undergraduates in University of Uyo and Akwa Ibom State University. The study was carried out to investigate consumers fear and doubt in social media marketing. The specific objectives of this study were to examine the relationship between social media marketing, need recognition and information search. The researchers adopted survey research design. The population of the study comprised of all undergraduate students of University of Uyo and Akwa Ibom State University who are users of social media. Data were collected through the use of questionnaire. The sample size consisted of 400 undergraduate’s selected using simple random sampling. Two hypotheses were formulated, tested and analyzed using simple regression. The researchers found that social media marketing had significant positive relationship on the two dimensions of consumers purchase decision making. In line with the findings the researchers concluded that social media marketing influences consumer decision making among undergraduates in University of Uyo and Akwa Ibom State University. The researchers recommended among others that social media marketers should not engage in misleading and fraudulent online promotions in order to trigger consumers need as this will affect consumers trust and purchase decisions.