The Impact of Social Media on Consumer Purchase Behaviour

Abstract

The telecom industry is highly competitive, necessitating technology-based strategies to engage and sway people in favor of the brand. This study aims to examine how social media affects consumers’ purchase decisions. The results could aid firms in better comprehending the potential uses of social media. A company's social media strategy and tactics to promote client purchase behavior may be built using the variety of social media activity results. The study used quantitative techniques to gather data from 300 Ghanaian telephone industry customers, the majority of whom were located in the northern region, using a correlational design and a convenience sample strategy. It was shown that social media marketing and customer purchasing behavior are closely related. Businesses must comprehend the extent to which both company-generated and user-generated content has an impact on consumer purchasing behavior since social media content can affect how consumers behave while making purchases. This is due to the potential influence of social media content on customer purchasing decisions.