Statistical Analysis of Social Media influence on Consumer Behavior among Makerere University Students

Abstract

The growth of social media and social networks has influenced the way companies and retailers market their products and services to their target audience who are mainly the young people using these social media platforms. However, little is known specifically about how social media advertisements influence purchasing decisions among these young people in Uganda, the present study therefore tries to examine the students’ attitudes towards advertisements on social media and influence of these advertisements on purchase decisions of the young University students, for this self-administered questionnaires were applied to 60 Makerere University students. Findings showed that adverts viewed influence purchase decisions with about 68% of the respondents reporting to have bought at least one of the listed products or services within the past 24 months and 36% of those buying following a social media advert. Results also showed that social recognition (going with trends) and interpersonal connectivity were among the most influential factors of purchase decisions following social media adverts