Influence of Social Media on Consumer Behavior Among University Students in Nairobi City County, Kenya

Daniel Ndiema ,Munyoki J.m

doi:10.7176/ejbm/12-21-06

Abstract

This study sought to establish the influence of social media on consumer behavior amongst university students in Nairobi city county, Kenya. The general objective of the study was to establish the influence of social media on consumer behavior amongst university students in Nairobi city county. A Cross-sectional research design was used in this study. The sample frame consisted of university students within Nairobi city county. Convenience sampling technique was used and the sample size was arrived at using Krejcie and Morgan’s (1970) Table of sample sizes. 384 questionnaires were printed and distributed to collect primary data. 307 respondents returned the questionnaires which were administered and collected physically. The data was interpreted using the Statistical Package for Social Sciences (SPSS). The results of the study were represented in the form of Tables only. The study found out that there was a positive correlation between social media and consumer behavior of the respondents. Both internal and external stimuli are key to recognize the need to purchase a product. The study further found that Social media provides information on problems being faced by consumers. Friends and peers share comments, and likes towards product brands. It also provides an avenue for soliciting and relaying customer feedback. The study concluded that indeed social media has an enormous influence on consumer behavior amongst university students within Nairobi county. Keywords : influence, consumer behavior, social media, University students, Decision making DOI: 10.7176/EJBM/12-21-06 Publication date: July 31 st 2020

Highlights

Kaplan and Heinlein (2010), define social media as a group of internet-based appliances allowing fabrication and generation of operator-generated substance by providing forums for sharing the very contents without the need of coming into contact with the handlers
The respondents were required to state their favorite social media sites and the results were as shown in table 1
The findings showed an overall 91.5% agreed that the product information posted on social media was true and factual and could be reliable to influence consumer behavior

Summary

Introduction

Kaplan and Heinlein (2010), define social media as a group of internet-based appliances allowing fabrication and generation of operator-generated substance by providing forums for sharing the very contents without the need of coming into contact with the handlers. This aspect necessitates a greater part of marketing by organizations that at most lead to increased sales, growth of market shares, and revenue. Sometimes companies resort to hiring bloggers who push their product attributes to consumers This media is cheap but more efficient to use as it reaches a wider market within a short time at a minimal cost.

Objectives

Methods

Results

Conclusion