Abstract
The main objective of the study is to examine the role of social media
marketing on consumer purchase of infinix smartphone amongst students of marketing
department in University of Jos. Quantitative research method is the most appropriate
approach to address the objectives of the study which is in line with expert advice,
hence this study therefore adapts to survey research design which involves the
collection of data from a sample population, while the population of the study
comprises entire population of students in Marketing Department which is 546
students, while a structured questionnaire was used to obtained data from 482. The
study employed multiple regressions analysis which was used in the testing the
relationship between consumers purchase (dependent variable), social media platform,
Facebook, Youtube and Instagram (independent variables) which was used on
Statistical Packages for social sciences IBM (SPSS) 26. The results indicate that there
is a positive and significant relationship between facebook, youtube and instagram on
consumer purchase. The study concludes that facebook, youtube and instagram have
a significant effect on consumers purchase of infinix smartphone amongst students of
marketing department in University of Jos and recommend that business owners
should regularly make use of facebook, youtube and instagram to reach their
customers because it increases purchase of infinix smartphone amongst students of
Marketing Department in University of Jos.
marketing on consumer purchase of infinix smartphone amongst students of marketing
department in University of Jos. Quantitative research method is the most appropriate
approach to address the objectives of the study which is in line with expert advice,
hence this study therefore adapts to survey research design which involves the
collection of data from a sample population, while the population of the study
comprises entire population of students in Marketing Department which is 546
students, while a structured questionnaire was used to obtained data from 482. The
study employed multiple regressions analysis which was used in the testing the
relationship between consumers purchase (dependent variable), social media platform,
Facebook, Youtube and Instagram (independent variables) which was used on
Statistical Packages for social sciences IBM (SPSS) 26. The results indicate that there
is a positive and significant relationship between facebook, youtube and instagram on
consumer purchase. The study concludes that facebook, youtube and instagram have
a significant effect on consumers purchase of infinix smartphone amongst students of
marketing department in University of Jos and recommend that business owners
should regularly make use of facebook, youtube and instagram to reach their
customers because it increases purchase of infinix smartphone amongst students of
Marketing Department in University of Jos.
Keywords:
Facebook
Youtube Instagram
consumer purchase
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