Social Media Platforms and Students’ Purchase Behaviour Towards Online Goods in Imo and Anambara States
CHAPTER ONE
INTRODUCTION
Background to the Study
Social media platforms have become an integral part of the daily lives of people across the globe (Chen et al., 2021). These platforms have evolved into multifaceted tools that serve various purposes, including communication, entertainment, and networking (Kumar & Kaur, 2018). Moreover, social media has significantly impacted consumer behaviour, influencing how individuals make purchasing decisions (Akram et al., 2018). This study focuses on understanding the relationship between social media platforms and students’ purchase behaviour towards online goods in Imo and Anambra states, Nigeria (Khokhar et al., 2019).
The proliferation of social media platforms such as Instagram, YouTube, Facebook, TikTok, and others has reshaped the way people interact and consume information (Zhang et al., 2020). These platforms offer a wide array of content, from user-generated posts to advertisements and product recommendations (Lee & Jeong, 2022). Consequently, they have become powerful influencers in the consumer decision-making process (Chen & Zhao, 2020).
The influence of social media on consumer behaviour is particularly noteworthy among students. Many students rely on social media platforms not only for social interaction but also for information search related to online goods (Isa et al., 2016). These platforms provide a space where users can share their experiences with products and services, read reviews, and seek recommendations from their peers (Mudambi & Schuff, 2020). As a result, social media platforms play a crucial role in shaping students’ perceptions of online goods and their decision to make purchases (Zou, 2018).
Imo and Anambra states in Nigeria serve as an interesting context for this study due to the diverse demographic composition of their student populations (Ugbomhe et al., 2018). These states offer a unique opportunity to explore how different social media platforms influence students’ purchase behaviour (Hussain, 2018). The cultural, economic, and social factors specific to these regions may contribute to variations in students’ preferences and attitudes towards online goods (Udegbe & Aliu, 2021).
Understanding the impact of social media platforms on students’ purchase behaviour can have significant implications for marketers and e-commerce businesses (Hajli, 2020). By identifying which platforms are most influential and how they affect information search, patronage, and window shopping, businesses can tailor their marketing strategies to effectively target the student demographic (Kim & Kim, 2018).
In recent years, the e-commerce industry has witnessed exponential growth, driven in large part by the convenience and accessibility offered by online shopping (Akram et al., 2022). As the e-commerce landscape has expanded, so too has the role of social media in shaping consumers’ choices (Chen et al., 2020). Instagram, YouTube, Facebook, and TikTok have emerged as dominant platforms that facilitate online shopping by providing users with information about products and enabling direct interactions with sellers (Hajli, 2020).
Instagram, with its visually appealing format, has become a hub for influencer marketing and product discovery (Sudha & Karuppiah, 2018). Users can explore a wide range of products through images and short videos, often accompanied by endorsements from influencers and celebrities (Parboteeah et al., 2019). This visual-centric platform has proven to be a powerful tool for capturing the attention of potential buyers (Amanah & Harahap, 2020).
YouTube, on the other hand, offers a unique space for in-depth product reviews and tutorials (Zhang et al., 2018). Many content creators on YouTube specialize in providing detailed insights into various products, helping consumers make informed decisions (Chen et al., 2020). Additionally, the platform’s live-streaming features enable real-time engagement with sellers, enhancing the shopping experience (Kim & Kim, 2018).
Facebook, being one of the earliest social media giants, has evolved into a comprehensive platform for e-commerce (Aragoncillo & Orus, 2018). Businesses can create dedicated pages, showcase their products, and even integrate e-commerce functionalities (Hussain, 2018). Furthermore, Facebook’s targeted advertising allows for precise product recommendations, making it a valuable channel for personalized shopping experiences (Zhang et al., 2018).
TikTok, with its short-form video content, has rapidly gained popularity among younger audiences (Xiang et al., 2016). It has become a hotspot for viral product endorsements and challenges, where users showcase their purchases and experiences (Quicanaga & Ogbere, 2022). The platform’s algorithm-driven content discovery further contributes to its influence on purchase behaviour (Khokhar et al., 2019).
The impact of these social media platforms on consumers’ choices is not limited to information search alone. They also play a significant role in encouraging impulsive buying behaviour (Qammar & Ali, 2018). The constant exposure to curated content and personalized recommendations can trigger spontaneous purchases (Zhang et al., 2018). Moreover, the social aspect of these platforms, such as likes, shares, and comments, can create a sense of urgency and FOMO (Fear of Missing Out) that drives impulsive buying decisions (Ugbomhe et al., 2018).
Consequently, the e-commerce landscape has been reshaped by the influence of social media platforms like Instagram, YouTube, Facebook, and TikTok. These platforms provide users with a rich array of product information and interactive features, making them powerful tools for online shopping. From visually-driven experiences on Instagram to in-depth reviews on YouTube, and from comprehensive e-commerce options on Facebook to viral trends on TikTok, each platform offers a unique avenue for consumers to explore, engage with, and purchase products. This evolving dynamic between social media and e-commerce continues to shape consumers’ choices and behaviours in the digital age (Quicanaga & Ogbere, 2022).
These platforms have also redefined the concept of window shopping, allowing users to explore a wide range of products and services without leaving the comfort of their homes (Zhang et al., 2018). For students in Imo and Anambra states, social media platforms offer an array of opportunities to explore, engage with, and ultimately make purchases from online retailers (Aronson et al., 2020). Understanding how these platforms influence students’ information search, patronage, and window-shopping behaviours is essential for businesses looking to capitalize on this emerging market (Kumar & Kaur, 2018).
In the digital age, social media platforms serve as virtual storefronts where students can browse and “window shop” to their heart’s content (Mudambi & Schuff, 2020). These platforms feature visually appealing content, product catalogues, and interactive elements that simulate the experience of strolling through a mall or boutique (Zou, 2018). Moreover, the social nature of these platforms means that students can share their virtual window shopping experiences with friends and peers, amplifying the potential reach and impact of these interactions (Chen et al., 2020).
Students in Imo and Anambra states are no exception to this trend. They actively engage with social media platforms to explore new products, read reviews, and discover the latest trends (Ugbomhe et al., 2018). Whether it’s scrolling through Instagram feeds filled with fashion inspiration, watching YouTube haul videos, or participating in Facebook shopping groups, these platforms have become integral to their consumer journey (Sudha & Karuppiah, 2018).
The information search process, traditionally associated with physical visits to stores or libraries, has now migrated to social media platforms (Isa et al., 2016). Students use these platforms to gather information about product specifications, prices, and reviews (Sudha & Karuppiah, 2018). They rely on influencers and peers to provide insights into the quality and desirability of products (Hajli, 2014). This shift in information-seeking behaviour has transformed how students make purchasing decisions, as they can access a wealth of information with a few clicks (Zhang et al., 2018).
Additionally, patronage behaviours among students are influenced by their interactions on social media platforms (Aragoncillo & Orus, 2018). The trust and credibility they attribute to influencers, as well as the recommendations and reviews they encounter, play a significant role in their decision to patronize certain brands or retailers (Kim & Kim, 2018). The seamless integration of e-commerce features on platforms like Facebook further facilitates the transition from exploration to patronage (Chen et al., 2020).
In summary, social media platforms have revolutionized the concept of window shopping, offering students in Imo and Anambra states a virtual playground for exploration and discovery. These platforms have shifted information search behaviours from physical stores to digital spaces, influencing how students gather product information and make purchasing decisions. The impact of social media on patronage behaviours cannot be underestimated, as trust in influencers and peer recommendations continues to shape students’ choices. Businesses seeking to engage with this student demographic must recognize the pivotal role that social media platforms play in influencing their information search, patronage, and window shopping behaviours, and adapt their strategies accordingly (Khokhar et al., 2019).
Statement of Problem
The rapid growth of e-commerce and the increasing influence of social media platforms on consumer behaviour have raised several important questions and concerns (Zhang et al., 2018). Despite the wealth of research on e-commerce and social media, there remains a gap in our understanding of how specific social media platforms influence students’ purchase behaviour towards online goods (Akram et al., 2018). Imo and Anambra states, located in southeastern Nigeria, are home to a significant student population, making them a crucial focus for this study (Ugbomhe et al., 2018).
The problem this research addresses is the lack of comprehensive knowledge regarding the relationships between various social media platforms (Instagram, YouTube, Facebook, and TikTok) and students’ purchase behaviour towards online goods in Imo and Anambra states (Khokhar et al., 2019). By examining the roles of these platforms in information search, patronage, and window shopping, we seek to uncover the specific factors that drive students’ purchasing decisions (Zou, 2018).
In this dynamic digital landscape, where students increasingly rely on social media for information and engagement, understanding the distinct influences of these platforms is paramount (Zhang et al., 2018). Each platform offers unique features and content formats that have the potential to shape students’ preferences and behaviours (Sudha & Karuppiah, 2018).
Our study aims to shed light on whether Instagram’s visual-centric approach drives students to explore and make purchases based on aesthetics and influencers’ endorsements (Amanah & Harahap, 2020). It investigates whether YouTube’s informative videos and reviews influence students’ product choices (Chen et al., 2020). We explore whether Facebook’s integration of e-commerce features facilitates patronage behaviour among students (Hussain, 2018). Lastly, we analyze whether TikTok’s short-form videos and viral trends trigger impulsive purchases among students (Quicanaga & Ogbere, 2022).
This research is crucial for businesses looking to effectively engage with the student demographic in Imo and Anambra states. Understanding the specific mechanisms by which each social media platform influences information search, patronage, and window shopping behaviours provides actionable insights (Kim & Kim, 2018). It enables businesses to tailor their marketing strategies, content creation, and product recommendations to align with the preferences and tendencies shaped by these platforms (Zhang et al., 2018). Ultimately, this study seeks to bridge the existing gap in knowledge by uncovering the nuanced relationships between social media platforms and students’ purchase behaviour in these Nigerian states.
Objectives of the Study
The objectives of this study are as follows:
- To analyze the influence of Instagram on students’ information search, patronage, and window shopping behaviours towards online goods in the Imo and Anambra states.
- To examine the impact of YouTube on students’ information search, patronage, and window shopping behaviours towards online goods in the Imo and Anambra states.
- To assess the role of Facebook in shaping students’ information search, patronage, and window shopping behaviours towards online goods in Imo and Anambra states.
- To investigate the influence of TikTok on students’ information search, patronage, and window shopping behaviours towards online goods in the Imo and Anambra states.
Research Questions
To achieve the objectives mentioned above, this study addressed the following research questions:
- How does Instagram influence students’ information search, patronage, and window shopping behaviours towards online goods in Imo and Anambra states?
- What is the impact of YouTube on students’ information search, patronage, and window shopping behaviours towards online goods in the Imo and Anambra states?
- How does Facebook shape students’ information search, patronage, and window shopping behaviours towards online goods in Imo and Anambra states?
- What is the influence of TikTok on students’ information search, patronage, and window shopping behaviours towards online goods in the Imo and Anambra states?
Research Hypotheses
The study tested the following research hypotheses:
- Instagram significantly influences students’ information search, patronage, and window shopping behaviours towards online goods in Imo and Anambra states.
- YouTube has a significant impact on students’ information search, patronage, and window shopping behaviours towards online goods in Imo and Anambra states.
- Facebook plays a significant role in shaping students’ information search, patronage, and window shopping behaviours towards online goods in Imo and Anambra states.
- TikTok has a significant influence on students’ information search, patronage, and window shopping behaviours towards online goods in Imo and Anambra states.
Significance of the Study
This study carries several significant implications that span academic, business, societal, and educational realms.
Academic Significance: This research will contribute substantially to the academic knowledge base in marketing, e-commerce, and consumer behaviour. Delving into the intricate relationships between various social media platforms (Instagram, YouTube, Facebook, and TikTok) and students’ purchasing behaviour in Imo and Anambra states, will provide valuable insights into the ever-evolving role of digital spaces in shaping consumer choices. The findings will enrich our understanding of how social media influences students’ decision-making processes, offering a nuanced perspective on the impact of each platform.
Business Significance: The implications for businesses and online retailers are substantial. Armed with the insights gained from this study, they can tailor their marketing strategies and campaigns with pinpoint accuracy when targeting students in the Imo and Anambra states. Recognizing which social media platforms exert the most influence on information search, patronage, and window shopping allows for the optimization of marketing resources. This strategic refinement can lead to more effective customer engagement, heightened conversion rates, and improved ROI in the competitive e-commerce landscape.
Societal Significance: This research may illuminate the evolving dynamics of online shopping behaviour, particularly among the student population in Nigeria. Such insights have broader societal implications, as they can inform policymakers and stakeholders about the state of e-commerce in the region. Informed decisions on e-commerce regulation, infrastructure development, and digital literacy programs can foster economic growth and enhance digital inclusion in these Nigerian states, potentially benefiting both local businesses and consumers.
Educational Significance: Educational institutions in the Imo and Anambra states can derive value from this research by gaining a more profound understanding of their students’ online shopping habits. This understanding can serve as a foundation for developing tailored educational programs or resources that address digital literacy and online shopping skills. Equipping students with the ability to navigate e-commerce platforms effectively can empower them as informed consumers and contribute to their overall digital competence, aligning with the educational goals of these institutions.
Scope of the Study
This research focuses specifically on students in Imo and Anambra states, Nigeria. The study will examine the influence of four major social media platforms—Instagram, YouTube, Facebook, and TikTok—on students’ purchase behaviour towards online goods. The scope encompasses three primary dependent variables: information search, patronage, and window shopping.
However, it is important to note that the study does not intend to delve into the broader aspects of social media usage, nor does it encompass all possible variables that may influence online shopping behaviour. Instead, it offers a focused analysis of the relationship between selected social media platforms and specific aspects of students’ purchasing decisions.
Operational Definition of Terms
To ensure clarity and consistency, the following key terms used in this study are defined operationally:
Social Media Platforms: For this study, social media platforms refer to online platforms and applications that allow users to create, share, and interact with content, including but not limited to Instagram, YouTube, Facebook, and TikTok.
Students: Students are individuals currently enrolled in educational institutions in Imo and Anambra states, including universities, colleges, and other higher education institutions.
Purchase Behavior: This term encompasses the actions and decisions made by students when buying or considering buying products or services online.
Online Goods: Online goods refer to products or services that are available for purchase through e-commerce websites or online marketplaces.
Information Search: Information search denotes the process of seeking information about products or services online, including product specifications, reviews, and pricing.
Patronage: Patronage refers to the act of choosing to purchase a product or service from a particular online retailer or seller.
Window Shopping: Window shopping, in the context of this study, involves browsing or exploring online products and services without the immediate
References
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- Akram, U., Hui, P., Khan, M., Yan, C., & Akram, Z. (2018). Factors Affecting Online Impulse Buying: Evidence from Chinese Social Commerce Environment. Sustainability, 10(2), 352. https://doi.org/10.3390/su10020352
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- Zhang, W., Leng, X., & Liu, S. (2020). Research on mobile impulse purchase intention from the perspective of system users during COVID-19. Personal and Ubiquitous Computing. https://doi.org/10.1007/s007lee79-020-01460-w
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