Social Media Platforms and Students’ Purchase Behaviour Towards Online Goods in Imo and Anambra States
Chapter One
Social media platforms have become integral components of modern life, significantly influencing consumer behaviour (Abbas Naqvi et al., 2020). The study by Abbas Naqvi and colleagues investigated the impact of social influence, trust, and entertainment value on social media use, providing valuable insights into the multifaceted role of social media in shaping consumer decisions (Abbas Naqvi et al., 2020). The findings underscored how these platforms serve as dynamic spaces where individuals are not only exposed to information but also engage in interactive processes that impact their behaviour.
Abdelsalam et al. (2020) conducted a systematic literature review to understand online impulse buying behaviour in social commerce, shedding light on the impulsive aspects of consumer decisions influenced by social media. The study emphasized the role of these platforms in creating an environment conducive to impulsive purchases, elucidating the psychological mechanisms at play when consumers encounter products or services through social media channels (Abdelsalam et al., 2020).
Akram et al. (2018) delved into factors affecting online impulse buying in the Chinese social commerce environment, offering a cultural perspective. This study expanded the understanding of how different sociocultural contexts can shape the impact of social media on consumer behaviour. It highlighted that consumer decisions are not only influenced by universal factors but are also intricately linked to cultural nuances, emphasizing the need for a nuanced approach to studying the impact of social media (Akram et al., 2018).
Amanah and Harahap (2020) contributed to the discourse by proposing a visual appeal model for consumer online impulsive purchases in Indonesia. This model added a new dimension to the understanding of consumer behaviour on social media platforms, suggesting that visual elements play a crucial role in shaping impulsive decisions (Amanah & Harahap, 2020). The study demonstrated that the aesthetics and visual appeal of products or services showcased on social media significantly contribute to impulsive buying behaviour.
Aragoncillo and Orus (2018) provided an insightful online comparative analysis of impulse buying behaviour, including the impact of social media. Their study compared the dynamics of impulse buying in online and offline settings, highlighting the unique role of social media in driving impulsive decisions (Aragoncillo & Orus, 2018). The findings underscored the transformative influence of social media, positioning it as a distinctive factor in shaping consumer behaviour.
The comprehensive analysis by these scholars collectively reveals that social media platforms play a pivotal role in shaping consumer behaviour. They act as dynamic spaces where individuals not only receive information but also engage in interactive processes that impact their decisions (Abbas Naqvi et al., 2020). The studies emphasize that the influence of social media goes beyond mere exposure to products; it involves complex psychological and cultural factors that contribute to impulsive decisions (Abdelsalam et al., 2020; Amanah & Harahap, 2020).
In sum, the role of social media platforms in shaping consumer behaviour is multifaceted and dynamic. As consumers increasingly turn to social media for information, entertainment, and social interactions, it is imperative for businesses and researchers to continually explore and comprehend the intricate ways in which these platforms influence consumer decision-making processes (Akram et al., 2018; Aragoncillo & Orus, 2018)
References
- Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2019). The influence of website characteristics on a consumer’s urge to buy impulsively. Information Systems Research, 20(1), 60–78.
- Qammar, M., & Ali, M (2018). Effect of the visual appearance of the product on impulse buying/purchase of grocery items. Arabian Journal of Business and Management Review, 5(2), 15–19.
- Quicanaga, A., & Ogbere, L.( 2022). Impulse purchase: Factors antecedents and post-purchase satisfaction. A qualitative study of Generation X and Generation Y. Master’s Thesis in Business Administration I, 15 Credits, Spring 2022. UMEA School of Business Economics and Statistics.
- Sudha, S., & Karuppiah, B. (2018). Role of social media influence on customers’ impulsive buying behaviour Towards Apparel. International Journal of Supply Chain Management, 7(5), 903–908.
- Udegbe, S. E., & Aliu, A. A. (2021). Social medial promotional activities influenced purchase choice decisions and price of perishable food items during COVID-19 in Lagos, Nigeria. European Journal of Business and Management Research, 6(4), 245–251. https://doi.org/10.24018/ ejbmr.2021.6.4.981.
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