EFFECT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR

(A STUDY OF LAGOS STATE UNIVERSITY STUDENTS)

BY

OWOLABI BUKOLA TEMITAYO.

FPA/MA/17/2-0139.

SUBMITTED TO:-

DEPARTMENT OF MARKETING,
SCHOOL OF BUSINESS STUDIES,
FEDERAL POLYTECHNIC ADO-EKITI.
EKITI STATE.

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF

NATIONAL DIPLOMA (ND) IN MARKETING.

OCTOBER, 2020.
 DEDICATION
This research is dedicated to the Almighty God for His guidance and grace from that
Carried me from the beginning to the end of my undergraduate academic pursuit.

i
 DECLARATION

I hereby declare that this research project on: “Effect of social media on consumer buying
behavior” was carried out by me, MISS OWOLABI BUKOLA TEMITAYO with Matriculation Number
FPA/MA/17/2-0139 of the Department of Marketing, Federal polytechnic Ado-Ekiti, under the
supervision of MRS MADAYESE, O .O. The report embodied in this work has not been submitted in
part or full to this or any other institution of higher learning within or outside Nigeria.

Sign: ………………………… Date: ………………………..

OWOLABI BUKOLA T.
(Researcher)
Department of Marketing,
School of Business Studies,
Federal polytechnic Ado Ekiti,
Ekiti state-Nigeria.
ii
 APPROVAL PAGE

This research work, titled: “Effect of social media on consumer buying behavior”, by

OWOLABI BUKOLA .T. with Matriculation Number FPA/MA/17/2-0139, meets the

requirements governing the award of National Diploma (ND) of the Federal Polytechnic

Ado-Ekiti, Ekiti State. And is thereby approved for the award of National Diploma in

Marketing to the candidate.

Sign: ___________ Date: __________

MRS. MADAYESE
(Project Supervisor)

Sign: ___________ Date: __________

Mr. ABEREOLA, S.N

(Head, Department of Marketing)

Iii
 ACKNOWLEDGEMENTS

I am grateful to the Almighty God for his relentless support to me from the beginning to the end
of this project. I am singularly grateful to my project supervisor, MRS. MADEYESE for her painstaking
guidance and mentorship which were critical to the successful conclusion of this work. My special
gratitude also goes to my parents, Mr. /Mrs. OWOLABI. For their relentless love and unwavering
support to me.

To all the lecturers in the Department of Marketing, Federal Polytechnic Ado-Ekiti, and Thank you
very much for the work that you have done and are still doing. On behalf of my family, I appreciate
you. I also appreciate my dear sister, (MISS. OWOLABI KEMISOLA AYOMIDE) for her priceless
advice and moral support to me. Thank you very much. To my wonderful course mates (OLADIPO
OLAKANMI EMMANUEL) with whom I ran this academic race: I owe you a debt of gratitude for your
support, and I wish you success in the life that lies ahead.

iv
 ABSTRACT

This research examined the effect of social media on consumer buying behavior of Jumia
Nigeria in Lagos metropolis. The study was conducted in a bid to provide empirical evidence on the
effect of social media on consumer buying behavior in order to assist Jumia Nigeria influence the
behavior of its customers favorably using social media. It had the specific objectives of examining: the
effect of Facebook, Twitter and YouTube on consumer buying behavior towards Jumia Nigeria,
Lagos. The research design adopted for this study was the cross-sectional survey research design.
The research instrument used for this study was the Structured Questionnaire. Analytical techniques
comprising simple tables, percentages and simple regression in the Statistical Package for the Social
Sciences (SPSS V.20.0) were used to analyze and treat the data collected. The results obtained from
the study showed that: Facebook, Twitter and YouTube had a significant effect on consumer buying
behavior towards Jumia Nigeria, Lagos. Taking the findings of this study into consideration, the
following recommendations were made: Jumia Nigeria should intensify its marketing campaigns on its
Facebook platform in order to favorably influence consumer buying behavior towards its products;
Jumia Nigeria should intensify its marketing campaigns on its Twitter platform in order to favorably
influence consumer buying behavior towards its products; and Jumia Nigeria should intensify its
marketing campaigns on its YouTube platform in order to favorably influence consumer buying
behavior towards its products.

v.
 TABLE OF CONTENTS

Tittle page

Dedication

Declaration

Approval page

Acknowledgement

Abstract

Table of content
CHAPTER ONE: INTRODUCTION
1.1 Background of the study
1.2 Statement of the problem
1.3 Objectives of the study
1.4 Research question
1.5 Scope of the study
1.6 Significance of the study
1.7 Limitation of the study
1.8 Definition of terms

CHAPTER TWO: LITERATURE REVIEW

2.2.1 Concept of social media

2.2.2 Classification of social media

2.2.3 Characteristics of social media

2.2.4 Consumer buying behavior: Definition

2.2.5 Stages of the consumer buying process

2.2.6 Consumer behavior and marketing action

2.2.7 Consumer behavior model

2.2.8 Concept of consumer buying behavior

2.2.9 The consumer decision-making process

2.2.10 Influence of social media at various stages of the consumer decision-making process

2.2.11 Facebook and consumer buying behavior

2.2.12 Twitter and consumer buying behavior

2.2.13 YouTube and consumer buying behavior

2.2.14 Empirical review of effect of social media on consumer buying behavior

2.2.15 Summary of and gap in review of related literature

vi
CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research design

3.2 Population of the study
3.3 Sample size determination
3.4 Sampling techniques
3.5 Sources and methods of data collection
3.6 Instrumentation
3.7 Validity of research instrument
3.8 Reliability of research instrument
3.9 Data analysis techniques
References

CHAPTER FOUR: PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1 Data presentation and interpretation

4.2 Data analysis
4.4 Discussion of findings
References

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION

AND RECOMMENDATIONS

5.1 Summary of findings

5.2 Conclusion
5.3 Recommendations
Bibliography

vii
 CHAPTER ONE

INTRODUCTION

1.1 Background of the study

The recent emergence of social media has drastically changed the global marketing landscape
of today. According to Parker (2011), the time for traditional marketing, where marketers were
pushing out messages towards consumers using only a one-way communication mechanism, is
over. In support of the foregoing view, Brown and Hayes (2008) assert that nowadays
advertisements do not work anymore in the real world because there are too many of them and
because they interrupt consumers inappropriately. In contrast to traditional media, social media
has greatly changed the relationship between consumers and companies by allowing a two-way
communication (Hayer & Maclnnis, 2010). As a consequence of this, Charles-Henri (2012)
suggests that a new function called social media marketing has arisen. Cavazza (2010) defines
social media marketing as the tools and practices used to identify and analyze conversations to
participate and initiate social interactions within communities, and thus consumers. In contrast to
traditional media, social media offers more possibilities to marketers to engage with consumers
and have real-time interactions with them (Charles-Henri, 2012).

Today’s marketing landscape has evolved from a time when marketers have the power to
influence, to a new era when consumers have a greater power of influencing their peers (Jaffe,
2010). Indeed, social media enables consumers to share contents and ideas together, write
recommendations, reviews and options about companies’ performance and to tell to a wider
audience than before about their own good or bad experiences with companies (Brown & Hayes,
2008). This means with social media, consumers can have access to a wider range of audience
with different characters and possibilities that allow them to be connected and communicate more
freely and faster about products, services, companies and their performance. This communication
is usually a strong determination or influence of consumer behavior towards certain products,
services and companies, because it is presumed by consumers to be more credible and unbiased,
given that it is coming from peers with whom they are familiar and who are presumed or known to
have experienced the product, service or company (Charles-Henri, 2012; and Brown & Hayes,
2008). According to Sago (2010:7), social media have significantly impacted how information is
shared among groups of consumers; word of mouth plays a central role in social media
communications. He added that word of mouth is well known in traditional marketing, but today,
word of mouth appears even more important than before in the influence of consumer purchase
 decision-making process. Indeed, social media can carry and spread word of mouth
communications among millions of users, like none of the other channels of advertising have been
able to do to date (Charles-Henri, 2012). According to the Chief Executive Officer of Quired.com
(2009) as cited in Charles-Henri (2012), we are witness today of a fundamental shift in
communication caused by social media tools. This shift has been made possible because social
media usage by consumers and marketers has highly increased over the last several years.

Facebook, Twitter and YouTube illustrate perfectly the increase of social media usage by
consumers. At the end of 2004, Facebook counted around 1 million users. Four years later, in
August, 2008, the founder of Facebook, Mark Zuckerberg, announced that the American
Company counted 100million users (Facebook, 2008). The emergence and persistent rise in the
global usage of social media tools, especially Facebook, Twitter, and YouTube have caused
companies to rethink their marketing postures from traditional marketing to digital marketing. As of
today, virtually every modern business has a social media platform through which they constantly
communicate and influence the behavior of their consumers (Charles-Henri, 2012).

In the light of the above proposition, this study will examine precisely how social media
influence consumer buying behavior towards Jumia Nigeria, the number one online retailer in
Nigeria.

1.2 Statement of the problem

The subject, “effect of social media on consumer buying behavior” remains one of the most
researched subjects in field of consumer behavior research. The subject has received immense
research attention from scholars such as Charles-Henri (2012); Brown and Hayes (2008); Altaf
(2014); Madni (2014); Chen (2014); Hayta (2013); Naidu and Agrawal (2013); Alsubagh (2015);
Dayal (2016), among others. This emphasis on determining the effect of social media on
consumer buying behavior is partly caused by the nature of today's consumers, who are more
sophisticated, selective and more demanding than ever, coupled with the surge in competition in
the online retail industry in Nigeria. As a result of these, being able to induce consumers to
purchase and stay loyal remains a herculean task, which is why firms in the online retail industry,
like Lagos Nigeria are resorting to social media communication as a way of influencing and
favorably persuading consumer perceptions, attitudes, intentions and actual behaviors.

This study was conducted to provide empirical evidence on the effect of social media on
consumer buying behavior in order to enable Lagos Nigeria, Lagos to better reach out to and
 persuade consumers to obtain their patronage and loyalty, and to stay competitive in the online
retail industry; and add to existing literature on the subject.

1.3 Objectives of the study

This study has the broad objective of investigating the effect of social media on consumer
buying behavior towards Lagos Nigeria in Lagos metropolis, and the specific objectives include:

(1) To find out the effect of Facebook on consumer buying behavior towards Lagos state
university student.
(2) To know the effect of Twitter on consumer buying behavior towards Lagos state university
student.
(3) To know the effect of YouTube on consumer buying behavior towards Lagos state university
student.

1.4 Research questions

The following research questions guided the research:

(1) To what extent does Facebook affect consumer buying behavior towards Lagos state
university student?
(2) To what extent does Twitter affect consumer buying behavior towards Lagos state university
student
(3) To what extent does YouTube affect consumer buying behavior towards Lagos state university
student?

1.5 Scope of the study

This study examines the effect of social media on consumer buying behavior using Lagos state
university student as case study. The study also centers on how three (3) social media tools:
Facebook, Twitter, and YouTube influence consumer buying behavior towards Lagos state
university student. Hence, the study is limited to this subject as it applies to Lagos state university
student in Lagos metropolis.

1.6 Significance of the study

This study, upon its completion, would contribute to the academia by serving as a source of
knowledge or reference material for students and a guide to future researchers on the conduct of
future research on the effect of social media on consumer buying behavior.

To industries in Nigeria, particularly Lagos state university student, this study would highlight the
need to transcend the traditional marketing approach using social media tools to communicate
and influence consumer behavior favorably. Also, the findings and recommendations of this study
 would serve as alternative social media strategies and insights that can be adopted by companies
to communicate and influence consumer buying behavior.

1.7 Definition of terms

Social media: A communication between two or more people operating on an online platform like
Facebook, Twitter and YouTube.

Consumer: An actual or potential buyer of Lagos state university student.

(4) Consumer buying behavior: The behavior that customers of Lagos state university student.

display in searching for, buying, using, and disposing of products and services from the company.

Facebook: A popular free social networking website that allows registered users to create
profiles, upload photos and videos, send messages, and keep in touch with friends, family and
colleagues.

Twitter: A free social networking microblogging service that allows registered members to
broadcast short posts, called “tweets” to online audiences.

YouTube: A popular free video-sharing website that allows registered users to upload and share
video clips online at the youtube.com website.
 CHAPTER TWO
LITERATURE REVIEW AND THEORETICAL FRAMEWORK

2.2.1 Concept of social media

Social media is a tool used to describe the type of media that is based on conversation and
interaction between and among people online. The main difference with traditional media is
that, on social media, the content is not generated as a corporate monologue, but it is seen as
a conversation where participants can upload contents, discuss, edit and also rate each other’s
contents (Strauss & Frost, 2011). In the view of Solis (2011), social media is not a one-way
broadcast channel but is rather considered as a two-way communication where information
from a personal source seems more interactive than information from a mass media. This is
due to the fact that the person communicating makes it more real and more persuasive to the
audience.

According to Parker (2011), social media is the way to reach the world about your brand or
product on the web using tools and websites that allow a conversation to take place between
you and your target audience. Social media, as observed by Altaf (2014), provides a vital
network place where people can enjoy expressing and exchanging opinions, disseminate and
control messages, reach out to friends or family through social media sometimes on a daily
basis. Chen (2014) observes that researchers and media experts have proposed various
definitions of social media. Kaplan and Haenlein (2010) give a general definition of social
media in consideration of web 2.0 and user-generated content. They define social media as a
group of internet-based applications that build on the ideological and technological foundations
of web 2.0 and that allow the creation and exchange of user-generated contents. Parr (2010)
defines social media as electronic and internet tools used for the purpose of sharing and
discussing information and experiences with other human beings in more efficient ways.
Jantsch (2008) considers social media as the technologies combined with social interactions to
create or co-create value.

2.2.2 Classification of social media

According to Chen (2014), social media can be classified as follows:

Social network sites (SNS): Social network sites or social network services allow people to
establish personal web pages, and then connect with friends for the purpose of sharing
information and communication. Just like the majority of social media platforms, the
connections made on social network sites are primarily based on users’ social networks in real
life and users are encouraged to provide genuine personal information. In that sense, social
network sites, along with other social media tools, merely provide platforms for real life friends
to communicate in the virtual world. Facebook, founded by Mark Zuckerberg and his
colleagues in 2004, is a good example of social network sites.

Blogs: The term “blog” appears as both a Noun and a Verb, which is a shortened form of “web
log”. Blogs are online journals often arranged in a chronological order, containing texts, data,
images and other media objects accessible and retrievable using a web browser. There are a
number of features that distinguish blogs from portal websites and other general websites.
Blogs tend to write in a personal tone and conversation style; there is usually a topic before
bloggers start writing. Blogs are flexible and extensive in a way that bloggers can create links
and make references from other sources which enable readers and bloggers track back while
they are reading blogs. Blogs also allow comments and subscriptions which promote online
interactions and form of community groups.

Wikis: Wikis are websites that allow people to add, modify or delete contents in collaboration
with others. Usually, a wiki is supported by a database that keeps track of all changes, allowing
users to compare changes and also revert to previous versions. All previous contributions are
stored permanently and all actions are visible and reversible on wikis. Different from the
traditional printed encyclopedias, the open-access authoring environment of wikis causes the
contents to be divergent without a standard style or format. This means wikis require rigorous
version controls afforded by the system. A popular wiki is Wikipedia, an online encyclopedia
that was started in 2001.

Podcasts: A podcast is a program (as of music or talk) made available in digital format for
automatic download. Audio and video files are published on the internet and users are allowed
to subscribe to it. The feature of subscription truly represents the sociability and community
characters of social media. People have long been able to upload video and audio files on the
internet, but with the subscription feature, each individual; is doing their own marketing by
notifying subscribers as soon as they have updates. This enables everyone to build their own
audiences and communities which are the basic formations of social media.

Forums: The internet forum is also known as community bulletin board or message board.
The formation of forums starts with a group of people who share the same interests or would
 like to discuss a specific topic. Forums can be considered as the longest form of social media.
Not surprisingly, forums have a strong sense of community with one or several administrators
who serve as moderators that regulate proper posts on the forums. The discussion on the
forum is called “thread” in which different forum members participate for the purpose of online
debate, enquiry, advice, or seeking help, etc.

Micro blogs: Literally, micro blogs are supposed to be mini versions of blogs. However, micro
blog is more than just a blog. It combines the basic elements of blogs with the functions of
instant messaging and social networking from other social media platforms. Twitter is no doubt
the dominant player in micro blogging field with over 200 million active users. Tweets are
messages sent by users through various platforms including twitter websites, mobile device
applications, and SMSs. Twitter messages are limited to 140 characters which is the most
obvious feature of micro blogs.

2.2.3 Characteristics of social media

Chen (2014) maintains that based on literature on social media, seven (7) characteristics can
be summarized as follows:

Community: Community in social media share same features with other online and virtual
communities, which are formed based on people who share the same interests or backgrounds.
However, there are differences in which the network formed on social media is often an extension
of the network in real world and trust on social media is usually higher than other communities.

Connectedness: Social connectedness is defined as interpersonal, community and general

social ties. Connected is closer to integration, in the sense that sites, resources and people are
connected through links and shared by users on various social media platforms.

Openness: Almost all social media platforms are free to join and anyone can use social media as
an avenue to create, edit and communicate contents. Social media creates an atmosphere can
encourages participation and sharing of information.

Speed: One of the advantages of social network compared to real life network is the speed of
communication. In contrast to traditional word of mouth, where opinions may disappear into thin
air, online word of mouth spreads consistently and may result in a viral effect. Contents published
on social media platforms are instantaneously spread and made available to everyone in your
network as soon as they are published.
Accessibility: Like the traditional media which relies on technology and platforms to function, the
same applies to social media which is a product of web 2.0 technologies and user-generated
contents. The development of advanced electronic devices makes everyone anywhere to easily
get connected to the internet.

Participation: Due to the interactive and community features of social media, users are allowed
to freely participate in forums, conversations, talks, threads, and discussions. This makes social
media a two-way communication mechanism.

Conversation: Traditional media communities follow a one-way communication fashion, where

contents are created by media and disseminated to audience. Whereas, social media is based on
user-generated content, which means everyone becomes the source of communication. This
means a two-way or multi-way communication is formed on social media; this fosters interactions
among users and other parties.

2.2.4 Consumer buying behavior: Definition

It is broadly study of individuals, or organizations and processes consumers use to search,
select, use and dispose of product, services, experience, or ideas to satisfy needs and
study of its impact on the consumer and society.
Customer versus consumers
The term “Customer” is specific in terms of brand, company, or shop. It refers to person
who customarily or regularly purchases particular brand, purchases particular company’s
product, and purchases from particular shop. Thus a person who shops at Bata stores or
who uses Raymond’s clothing is a customer of these firms. Whereas the “customer” is a
person who generally engages in the activities – search, select, use and dispose of
products, services, experience, or ideas.

2.2.5 Stages of the consumer buying process

There are six stages to consumer buying decision process (for complex decisions). Actual
purchasing is only one stage of the process. Not all decision processes lead to a purchase.

All consumer decision do not always include all 6 stages, determined by the degree of complexity.

The stages are:

1. Problem recognition (awareness of need) it is actual difference between the desired state
and the actual condition. The stage where marketers help identify the deficit in assortment
of products. Simple example hunger stimulates your need to eat. This can be stimulated by
the marketer through product information, in case the consumer did not know he was
decient? E.g. when we see a commercial for a new pair of shoes, it can stimulates your
recognition .that you need a new pair of shoes.
2. Information search – can be both internal and external.
 Internal search, search your memory. This is basically your experience or things that
affect you which is stored in your memory.
 External search: if you need more information. Friends and retrieves (word of mouth),
marketer dominated sources like magazines, catalogue: comparison shopping: public
source etc.
A successful information search leaves a buyer with possible alternatives,
hungry, want to go out and eat, evoked set is
 Chinese food
 Indian food
 Mc Donald
 Pizza hut etc.

3. Evaluation of alternatives- This is stage when you know that you have quite a lot of
alternatives and you need to establish criteria for evaluation, features the buyer wants or
does not want, we could Rank/weight alternatives or resume search: may decide that you
want to eat something spicy, Indian gets higher rank etc.

4. Purchase decision- Choose buying alternatives, includes product, package, store,

method, of purchase etc.

5. Purchase- may differ from decision, but most of the time the consumer make their
purchase decision irrational or emotional. There needs not to be a rational process all the
time. E.g. Ann purchased Levi jeans just because her neighbor purchased it and she looks
good in it. Ann never wears western clothes. In this example you can understand that Ann
has been emotional when purchasing the jeans, as she might have assumed that she will
also look good or just out of sheer jealously she has done it.

6. Post purchase Evaluation- in this stage it is the outcome that is looked into. There are
two major outcomes, they are satisfaction or dissatisfaction. Have you heard people asking
for suggestions after the purchase, true a lot of them need the security of others who would
make comments? It is like human beings to have doubts on the purchase E.g is after eating
an Indian meal, you may think that really you wanted a Chinese meal instead.
2.2.6 Consumer behavior and marketing action

Consumer behavior is comparatively a new field of study which evolved just after the Second World
War. The seller’s market has disappeared and buyers’ market has come up. This has led to paradigm
shift of the manufacturer’s attention from product to consumer and specially focused on the consumer
behavior.

Also consumer behavior is a study of how individuals make decision to spend their available
resources (time, money and effort) or consumption related aspects (what they buy? When they buy?
How they buy? etc.)

The heterogeneity among people makes understanding marketers felt the need to obtain an in-depth
knowledge acted as an imperative tool in the hands of marketers to forecast the future buying
behavior of customers and devise four marketing strategy in order to create long term customer
relationship.

2.2.7 Consumer behavior model

Economic or Marshallian Model

This theory was first advanced by the economists. They gave formal explanation of buyer
behavior. According to this theory the consumers are assumed to be rational and conscious about
economic calculations. They follow the law of marginal utility. An individual buyer seeks to spend his
money on such goods gave maximum satisfaction (utility) according to his interest and the relative
cost. The buying behavior is determined by the income its distribution and level- affects the
purchasing power. The economic factors which affect the buyer behavior are:

1. Disposable personal income: the economist attempted to establish relationship between

income and spending. Disposable personal income represents potential purchasing buyer has.

2. Size of family income- size of family and size of family income affect the spending and saving
patterns.

3. Tendency to spend and to save- This is related to the habit of buyers to spend or saved out
of the disposable income. If the buyers give importance to the present needs, they dispose of
their income.

4. Income expectation: - The income expected to be got in future has direct relation with the
buying behavior. The expectation of higher or lower income has a direct effect on spending
plans

5. Consumer credit: - facility of consumer credit system- hire purchase instalment purchase etc.,
plays an important role in purchase decision. A buyer can command more purchasing power.
 “buy now and pay alter” play its role effectively in the rapid growth of market for car, scooter,
washing machine, furniture, television and so on.

2.2.8 Concept of consumer buying behavior

Consumer behavior, according to Mogaba (2006), is the behavior that consumers display in
searching for, purchasing, using, evaluating and disposing of products, services and ideas that
they expect will satisfy their needs. The study of consumer behavior is not only concerned with
what consumers buy, but also with why they buy it, when and where and how they buy it and
how often they buy it.
Consumer behavior, as a field in marketing, blends elements from psychology, sociology,
social anthropology and economics. Yakup and Sabastina (2012) define consumer behavior as
the study of individuals, groups, or organizations, and the processes they use to select,
secure, use and dispose of products, services, experience or ideas in order to satisfy their
needs and wants. In the view of Wagar (2014), consumer behavior is simply the process of
searching, organizing, evaluating, using and disposing of goods with the aim of satisfying
consumer needs and wants.
Consumer behavior simply refers to the study of whom, why, how, and where people buy or
do not buy a product.
The study of consumer behavior is considered very important for organizations, because
according to Wagar (2004), such a study reveals the needs and wants of the consumers, how
consumers think, feel and select a particular brand of a product.
Moreover, the study of consumer behavior, as maintained by Goodrich and Mooij (2003)
further reveals various attitude showed by a consumer before taking a purchase or buying
decision.
Further supporting the imperatives of the study of consumer buying behavior, Wagar (2004),
maintained that understanding consumer buying behavior is an imperative for every business,
which is why authors such as Albaum and Peterson (1999), Kanwar (1993), Kaynak and Samli
(1986) consider study of consumer behavior a top priority for businesses.

2.2.9 The consumer buying decision-making process

Empirical studies have shown that consumers are normally not haphazard buyers, instead,
consumers are rational buyers who undergo a series of systematic analysis before arriving at a
purchase decision (Chintallo & Mahadeo, 2013).
 In order to understand this process, the consumer buying decision model is usually adopted.
The model has five (5) major steps that consumer pass through in order to arrive at the final
purchase decision and those steps are: problem recognition; information search; evaluation of
information; purchase; and post-purchase evaluation (Mogaba, 2006; 121).

Problem Information Evaluation of Purchase Post-

Recognition search information purchase
evaluation

Feedback
Figure 1: The consumer decision-making process
Source: Mogaba, J. E. (2006). Consumer behavior: a conceptual and practical approach.
Lagos: Serenity Printing and Publishing Company

Problem recognition: This is essentially where the consumer discovers a felt deprivation for a
desired product or service. This is where the consumer realizes his need for a particular
product.
Information search: After becoming aware of the problem or need the consumer (if continuing
the decision process), searched for information. In information search can focus on availability
of brands, features, seller characteristics, warranties, operating instructions, prices, and the
like. The duration and intensity of search efforts depend on the consumer’s experiences in
purchasing the product and the importance of the purchase of the consumer.
Evaluation of information: To evaluate the products in the evoked set, a consumer
establishes a set of criteria against which to compare the product’s characteristics. This is
basically where the consumer evaluates the information gathered about the product against a
set of evaluation criteria in order to arrive the final purchasing decision.
Purchase: The consumer selects the brand or product to be brought at this stage. The choice
is based on the outcome of the previous evaluations stage and on other dimensions. During
this stage, the consumer determines from which seller they will buy the product.
Post-purchase evaluation: After the purchase, a buyer begins evaluating the product. The
outcome of this evaluation is usually satisfaction or dissatisfaction. If dissatisfaction is felt,
brand switch and cognitive dissonance may plague the consumer, making them to withdraw
from the organization and it products and spread negative world-of-mouth about the
organization. But if satisfaction is felt, the consumer is happy and fulfilled and will maintain
 loyalty to this brand and possibly spread positive world-of-mouth messages about the brand
(Mogaba, 2006).

2.2.10 Influence of social media at every stage of the consumer decision-making process
The existence of social media platforms has changed the marketing landscape and
precisely, the way consumers behave. Charles-Henri (2012) maintains that social media plays
a fundamental role in contemporary consumer decision-making process. According to him, at
the first stage called “extensive problem solving”, consumers have only little information about
brands and have not yet defined criteria that would enable them choose among products and
services. Moreover, consumers have no experience about products they are looking for. At this
stage, consumers do not have enough information and undertake information search to find
out about the brands. At the second stage, known as “limited problem solving”, consumers
have found out information and have succeeded to define criteria but have still not decided
about what brands are suitable to them. Social media platforms enable consumers to
converse, interact and share extensive information about products based on their personal
experiences or others’ experiences. At the third stage, the information supplied by social media
allows them to set evaluation criteria with which they will evaluate the product information in
order to determine whether or not to purchase. At the fourth stage, the consumer makes the
purchase of the product. Social media information enables consumers to make informed
purchase decisions. At the final stage called “routinized response behavior”, consumers have
strong predispositions towards the brand and are now fully experienced with the brand. These
experiences with the brand can easily be communicated through social media to other
consumers to evaluate their own experiences with the brand. Consumers use the experience
of others with a particular brand to evaluate their experiences with that brand and they expect
these experiences to be the same or favorable (Charles-Henri, 2012).

2.2.11 Facebook and consumer buying behavior

Facebook is one of the most popular social network sites which provide users with a
platform to create personal profile pages add friends and send messages. Since the company
was founded in February, 2004 by Mark Zuckerberg, it has become the top ranked social
networking site (Kazeniac, 2009). According to Facebook Statistics (2010), there are over 500
million current active users on Facebook. Facebook allows users to post photos, videos,
customize their profile contents and other features. In line with the above statement, Ellison,
Steinfied and Lampe (2007) using survey research design in their stud on “benefits of
Facebook friends: social media and college students’ use of social network sites”, explain that
participants may use the site to interact with people they already know offline or to meet new
people, adding that Facebook enables its users to present themselves in an online profile,
accumulate friends who can post comments on each other’s pages and view each other’s
profiles.
Facebook has been seen as a social medium widely dominated by youths. Supporting the
above claim, Su (2010), in her report, submits that while Facebook began as a college-
oriented site started in American institutions, it has since spread more evenly through the
Western society, reaching both young and old. Supporting her points with figures, she asserts
that some 56.9 million of a total of 71.4 million Spanish audiences on Facebook are users less
than 35 years.
As a social networking site, Facebook provides people with the tools and opportunities to be in
international communities that share opinions, contents and communicate with one another or
other large communities (Akpan, Nwankpa & Agu, 2015). Seeing Facebook as an advertising
platform, they argue that Facebook is funded by sales of advertisement spaces especially
targeted at audiences. In line with the above argument, Barnes (2006) observes that statistical
data collected from the profiles of site users are used to target the audience with
advertisements. He added that marketers and advertisers around the world are spending
millions to promote their contents on Facebook.
Advertising through Facebook is as effective in influencing consumer behavior as other social
media platforms. This is because Facebook allows users to interact more closely, share
contents and repost to their friends, thereby allowing positive word of mouth to influence and
moderate consumer behavior (Barnes, 2006).
Facebook has a significant impact on consumer buying behavior. Supporting this assertion,
Cetin, Karpischek and Michahelles (2014) in their study on “influence of Facebook on
purchase decision-making”, found that 85% of the respondents agreed that they would buy
products that are recommended to them by their Facebook friends. The results also confirm
the existing statements from sociologists that people see their friends as the most reliable
source of information. Supporting the above findings, Martinka (2012) conducted a study on
“how social media communities impact consumer behavior” and found that Facebook and
Twitter communities have a significant influence on consumers’ online purchasing behavior.
Finally, Rehman, Ilyas, Nawaz and Hyder (2014) conducted a study on “how Facebook
advertising affects buying behavior of young consumers: the moderating role of gender” and
 found that Facebook communications, including sponsored advertisements have significant
effects on buying behavior of young consumers.

2.2.12 Twitter and consumer buying behavior

Twitter is an online social networking service that enables users to send and read short
140-character messages called “tweets”. Registered users can read and post tweets, but those
who are unregistered can only read them. Users access Twitter through the website interface,
SMS or mobile device applications. Twitter INC. is based in San Francisco and has more than
25 offices around the world (Wikipedia, 2016). Twitter is a free social networking micro
blogging service that allows registered members to broadcast short posts called tweets. Twitter
members can broadcast tweets and follow other members’ tweets by using multiple platforms
and devices. Tweets and replies to tweets can be sent by cell phone text messages, desktop
client or by posting on the twitter.com website. The default settings for Twitter are public.
Unlike Facebook or LinkedIn, where members need to approve social connections, anyone
can follow anyone on public Twitter. To weave tweets into a conversation thread or connect
them to a general topic, members can add hashtags to a keyboard in their post. The hashtag
which acts like a Meta tag, is expressed as #keyword (Wikipedia, 2016).
Twitter communications have a significant impact on consumer attitudes, behavioral intentions
and ultimately, their purchase behavior because tweets are e-word-of-mouth communications
based on personal experiences of consumers (Jansen & Zhang, 2009). They added that
modern consumers seeking information about a product or service may read tweets about the
product from the company’s profile or from their friends’ profiles. This allows them to gather a
large pool of information about the product they want to purchase and to evaluate them in
order to arrive at a final purchase decision. The ease and speed with which e-word of mouth is
sent and shared via tweets increase information gathering and purchase action of today’s
consumers (Jansen & Zhang, 2009).
Supporting the above viewpoints, Hennig-Thuran, Wiertz and Feldhaus (2012) conducted a
study on “exploring the Twitter effect: an investigation of the impact of micro blogging word of
mouth on consumers’ early adoption of new products”. The findings indicate that Twitter word
of mouth (TWOM) was considered as an important input which influences consumers’ early
adoption of new products. Also, Martinka (2012) in his study on “how social media
communities impact consumer behavior”, found that Twitter communities have a significant
influence on consumers’ online purchasing behavior. Finally, Jansen and Zhang (2009)
conducted a study on “Twitter power: Tweets as electronic word of mouth” and found that e-
 word-of-mouth communications among online customers on Twitter impact consumer
purchase decisions. They therefore concluded that Twitter has a significant impact on
consumer buying behavior in contemporary times.

2.2.13 YouTube and consumer buying behavior

YouTube is a website designed for sharing videos. Millions of users around the globe
have created accounts on the site that allow them to upload videos that anyone can watch.
Every minute of every day, more than 35 hours of videos are uploaded on YouTube (Wang,
2015). Video files can be very large and are often big to send to someone else by mail. By
posting a video on YouTube, you can share a video simply by sending the other person a URL
‘link’ i.e., the address of the relevant internet page.
When YouTube was created in 2005, it was intended for people to post and share original
video contents. But since then, it has also become both as well as a marketing site for
companies to promote their products (Wang, 2015). Nowadays, the term “viral video” is
common. This refers to a video clip that people have liked so much that they have shared its
links by email with millions of others around the globe. In effect, its spread is quintessentially
like a viral spread. Companies have realized that they can harness this ability to reach
potential and actual customers and have created their own YouTube accounts and channels
for posting advertisements and other marketing videos (Wang, 2015).
This view by Wang (2015) reveals that companies nowadays, having realized the enormous
potential of YouTube, use the platform to target and to appeal to the behavior of consumers.
Bilal, Ahmed and Shahzad (2014) added that video adverts uploaded on YouTube provide a
clear visual demonstration of the products or services thereby giving customers ample
information to make an informed purchase decision. This implies that YouTube has a
significant impact on consumer buying behavior.
Supporting the above viewpoint, Bilal, Ahmed and Shahzad (2014) conducted a study on “role
of social media and social networks in consumer decision-making: a case of the garment
sector”. The study found that Facebook, YouTube and Twitter significantly influence consumer
decision-making processes among customers in the garment sector in Pakistan. Similarly,
Wang (2015) conducted a study on “do people purchase what they view from YouTube? The
influence of attitude and perceived credibility of user-generated content on purchase intention”.
The study used a survey research design and collected data from a sample of 236
respondents at Florida State University. The study found that 85% of the respondents bought
what they viewed on YouTube, while 15% did not buy what they viewed on YouTube. Wang
 (2015) therefore concluded that YouTube has a significant effect on purchase intention among
Florida State University students.

2.2 Summary of and gap in review of related literature

The study examines the effect of social media on consumer buying behavior of Jumia
Nigeria in Lagos. The theoretical and empirical literature reviewed on the subject revealed that
Facebook, Twitter and YouTube significantly influence consumer buying behavior.
However, the study observed a gap in the available literature on the subject in developed and
developing countries. Most of the available literatures on the subject were conducted in
developed countries and some parts of Asia, while just a few were conducted in developing
African countries like Nigeria.

CHAPTER THREE

RESEARCH METHODOLOGY
3.1 Research Design

A research design is the master plan that specifies the methods and procedures to be

used for the collection and analysis of data. The cross sectional survey research design was

used for this study. One variable in different groups that are similar in all other characteristics

can be examined. There is no experimental procedure because it is based on observations

that take place in different groups at one time. The researcher is able to collect first-hand data

from respondents once for the purpose of decision-making, so no variables are manipulated by

the researcher.

3.2 Population of the study

Population of study represents the sum total of elements that the research is interested about

in a particular study. The target population for this study includes all customers of Jumia Nigeria in

Lagos Metropolis. The population is unknown due to uncooperative attitude of the company in

releasing information about the total number of their customers in Lagos

3.3 Sample size determination

Having stated the infinite population for this study, the researcher adopted the Top man
formula to determine the sample size for this study.

The Top man formula is stated thus:

n = Z2Pq

e2

Where
n: Sample size required
Z: Tabular statistical unit (usually 1.96)
 P: Probability of positive response
Q: Probability of negative response
E: Margin of error (usually 5%)

A pilot survey was conducted by interviewing a random sample of 50 customers of Jumia

Nigeria in Lagos Metropolis. Out of the 50 customers, 37 of them, representing 74 percent of

the respondents agreed that the variables developed for the study: Facebook, YouTube and

Twitter affected their purchase behavior towards Jumia Nigeria in Lagos while 13 of them,

representing 26 percent of the respondents, disagreed that the variables affected their

purchase behavior towards Jumia Nigeria in Lagos.

To determine the sample size, therefore, the Top man formula was applied as follows:

n= 1.962 (0.74x0.26)
0.052
= 3.84196 (0.1924)
0.0025
= 0.7392
0.0025

= 295.68

n = 296 approximately

3.4 Sampling technique

For effective sampling to be achieved, there must be a sampling technique. The sampling

technique adopted for this study was the cluster random sampling technique, in which the

researcher divided the study area into two (2) separate clusters; Lagos Municipal and Lagos

South. Both clusters were divided into wards and further reduced into enumeration areas

(Lagos Municipal and Lagos South). Then households were randomly selected from the
 enumeration areas of the study in which 296 copies of the questionnaire were administered to

the households.

3.5 Sources and methods of data collection

The data used for this study were collected from two major sources: primary data source and

secondary information source. The primary data source includes the use of questionnaire,

observation and personal interview methods, while the secondary information source include

published and unpublished materials in textbooks, journals, newspapers and magazines.

3.6 Instrumentation

The major research instrument used for this study was the structured questionnaire, which was

used to collect primary data. The questionnaire was divided into two sections: A and B. Section

A contained the personal data of respondents such as age, sex, marital status, academic

qualification etc. while section B was made up of questions/statements presented on a 5 point

Likert Scale of strongly agree (SA) agree (A), undecided (U), disagree (D) and strongly

disagree (SD) in order to elicit the opinions of respondents on the subject investigated.

3.7 Validity of research instrument

Validity is the degree to which a research instrument is capable to measure what it is meant to
measure. In order to ascertain the validity of the research instrument, it was submitted to some
research experts who made valuable inputs and was finally submitted to the supervisor who
gave the final approval after the needed adjustments were made. All these procedures were to
ensure that the content is in agreement with the instrument. Therefore, the validity of the
research instrument was confirmed by authority vetting.

3.8 Reliability of research instrument

 Reliability is the degree to which a research instrument can produce the same or similar results
at different times under the same research condition. It is the degree to which a research
instrument can produce reliable results at any point in time.

To ascertain the reliability of this instrument, the Cronbach Alpha Coefficient determined using
a pilot survey of 30 customers of Jumia Nigeria in Lagos. To accept the instrument as reliable,
it must have a coefficient of reliability (r) that is above 0.5. The reliability test gave a result of
0.762 (76.2%) which indicated a high reliability.

3.9 Data analysis techniques

The data collected for this study were subjected to a series of statistical tests. The data
collected through distributed questionnaire copies were presented on frequency tables and
simple percentages were employed.

The hypotheses developed for this study were tested using the simple regression as a
statistical tool in the statistical package for the social sciences (SPSS 20.0) in order to
ascertain the effect of social media on consumer buying behavior of Jumia Nigeria in Lagos
metropolis.

CHAPTER FOUR
 DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1: Data Presentation

Table 4.1: Distribution of questionnaire
S/N Option Frequency Percentage
1. Number of questionnaire correctly 280 95.0
completed
2. Number of questionnaire not returned 16 5.0
Total 296 100
Source: Field Survey (2017)

Table 4.1 shows that a total of 296 copies of questionnaire were administered to the respondents.
Out of the 296 questionnaires distributed, 280 representing 95 per cent were properly completed
and returned; while 16 representing 5 per cent of the questionnaire were not returned.

Table 4.2: Distribution of respondents by sex

Frequency Percent Valid percent Cumulative
percent
Male 160 57.0 57.0 57.0
Female 120 43.0 43.0 100.0
Total 280 100.0 100.0

Source: Field survey (2017)

The table 4.2 above shows the distribution of respondents by sex, and Out of the 280 respondents
surveyed, 160 respondents representing 57 percent were male, while 120 respondents representing
43 percent were female.

Table 4.3: Distribution of respondents by age

Frequency Percent Valid percent Cumulative percent

112 40.0 40.0 40.0

18-24years 50 18.0 18.0 58.0
25-31years 60 21.0 21.0 79.0
32-38 years 50 18.0 18.0 97.0
39-45years 8 3.0 3.0 100.0
46years & above 280 100.0 100.0

Source: Field survey (2017)

The table 4.3 above shows the distribution of respondents by age, and Out of the 280 respondents
surveyed, 112 respondents representing 40 percent were between the ages of 18-24 years, 50 respondents
representing 18 percent were between the ages of 25-31 years, 60 respondents representing 21 percent were
between the ages of 32-38 years, 50 respondents representing 18 percent were between the ages of 39-45
years, while 8 respondents representing 3 percent were between the ages of 46 years & above.
Table 4.4: Distribution of respondents by academic qualification

Frequency Percent Valid Percent Cumulative

Percent
WAEC/NECO 102 36.0 36.0 36.0
OND/NCE/HND 142 51.0 51.0 87.0
Valid
B.Sc./M.SC/PhD 36 13.0 13.0 100.0
Total 280 100.0 100.0
Source: Field survey (2017)

The table 4.4 above shows the distribution of respondents by academic qualification, and out of the 280
respondents surveyed, 102 respondents representing 36 percent had WAEC/NECO as their academic
qualification, 142 respondents representing 51 percent had OND/NCE/HND as their academic qualification
while 36 respondents representing 13 percent had B.Sc./M.SC/PhD as their academic qualification.

Table 4.5: Distribution of respondents by marital status

Frequency Percent Valid Percent Cumulative

Percent
Single 158 56.0 56.0 56.0
Married 122 44.0 44.0 100.0
Valid

Total 280 100.0 100.0

Source: Field survey (2017)

The table 4.5 above shows the distribution of respondents by their marital status. Out of the 280
respondents surveyed, 158 respondents representing 56 percent were single, while 122 respondents
representing 44 percent were married.

Table 4.6: Distribution of respondents by occupation

Frequency Percent Valid Percent Cumulative

Percent
Student 98 35.0 35.0 35.0
Entrepreneur 115 41.0 41.0 76.0
Valid Civil servant 38 14.0 14.0 90.0
Public servant 29 10.0 10.0 100.0
Total 280 100.0 100.0
Source: Field survey (2017)

The table 4.6 above shows the distribution of respondents by their occupation, and out of the 280
respondents surveyed, 98 respondents representing 35 percent were students, 115 respondents representing
41 percent were in entrepreneurs, 38 respondents representing 14 percent were civil servants, while 29
respondents representing 10 percent were public servants.

4.2 Data Analysis

Table 4.7: Distribution of respondents by their response to question 6: I am an active

subscriber of Jumia Nigeria’s Facebook page

Frequency Percent Valid Percent Cumulative Percent

Strongly agree 85 30.0 30.0 30.0
Agree 92 33.0 33.0 63.0
Undecided 25 9.0 9.0 72.0
Valid
Disagree 48 17.0 17.0 89.0
Strongly disagree 30 11.0 11.0 100.0
Total 280 100.0 100.0
Source: Field survey (2017)

The table 4.7 above shows that out of the 280 respondents surveyed, 85 respondents
representing 30 percent strongly agreed and 92 respondents representing 33 percent further agreed
that they are active subscribers of Jumia Nigeria’s Facebook page, while 25 respondent
representing 9 percent remained undecided, leaving 48 respondents representing 17 percent to
disagree and 30 respondents representing 11 percent to further strongly disagree with the above
statement.

Table 4.8: Distribution of respondents by their response to question 7: Messages

shared on Jumia’s Facebook page provide clear information that enables
me buy products

Frequency Percent Valid Percent Cumulative Percent

Strongly agree 73 26.0 26.0 26.0

Agree 85 30.0 30.0 56.0
Undecided 47 17.0 17.0 73.0
Valid
Disagree 40 14.0 14.0 87.0
Strongly disagree 35 13.0 13.0 100.0
Total 280 100.0 100.0
Source: Field survey (2017)

The table 4.8 above shows that out of the 280 respondents surveyed, 73 respondents
representing 26 percent strongly agreed and 85 respondents representing 30 percent further agreed
that messages shared on Jumia’s Facebook page provide clear information that enables them
buy products, while 47 respondent representing 17 percent remained undecided, leaving 40
respondents representing 14 percent to disagree and 35 respondents representing 13 percent to
further strongly disagree with the above statement.

Table 4.9: Distribution of respondents by their response to question 8: Comments and

recommendations made by online participants on Jumia’s Facebook page
shape my purchase decisions

Frequency Percent Valid Percent Cumulative Percent

Strongly agree 83 30.0 30.0 30.0

Agree 120 43.0 43.0 73.0
Undecided 28 10.0 10.0 83.0
Valid Disagree 29 10.0 10.0 93.0
Strongly
20 7.0 7.0 100.0
disagree
Total 280 100.0 100.0
Source: Field survey (2017)

The table 4.9 above shows that out of the 280 respondents surveyed, 83 respondents
representing 30 percent strongly agreed and 120 respondents representing 43 percent further agreed
that comments and recommendations made by online participants on Jumia’s Facebook page
shape their purchase decisions, while 28 respondent representing 10 percent remained undecided,
leaving 29 respondents representing 10 percent to disagree and 20 respondents representing 7
percent to further strongly disagree with the above statement.

Table 4.10: Distribution of respondents by their response to question 9: I follow Jumia

Nigeria on Twitter using its handle “Twitter.com/Jumia Nigeria”

Frequency Percent Valid Percent Cumulative

Percent
Strongly agree 110 39.0 39.0 39.0
Agree 93 33.0 33.0 72.0
Undecided 21 8.0 8.0 80.0
Valid Disagree 36 13.0 13.0 93.0
Strongly
20 7.0 7.0 100.0
disagree
Total 280 100.0 100.0
Source: Field survey (2017)
 The table 4.10 above shows that out of the 280 respondents surveyed, 110 respondents
representing 39 percent strongly agreed, 93 respondents representing 33 percent further agreed that
they follow Jumia Nigeria on Twitter using its handle “Twitter.com/Jumia Nigeria”, while 21
respondent representing 8 percent remained undecided, leaving 36 respondents representing 13
percent to disagree, while 20 respondents representing 7 percent further strongly disagreed with the
above statement.

Table 4.11: Distribution of respondents by their response to question 10: Tweets

shared through Jumia’s twitter handle keep me informed about product offers
Frequency Percent Valid Percent Cumulative Percent

Strongly agree 99 35.0 35.0 35.0

Agree 89 32.0 32.0 67.0
Undecided 33 12.0 12.0 79.0
Valid
Disagree 31 11.0 11.0 90.0
Strongly disagree 28 10.0 10.0 100.0
Total 280 100.0 100.0
Source: Field survey (2017)

The table 4.11 above shows that out of the 280 respondents surveyed, 99 respondents
representing 35 percent strongly agreed, 89 respondents representing 32 percent further agreed that
tweets shared through Jumia’s twitter handle keep them informed about product offers, while
33 respondent representing 12 percent remained undecided, leaving 31 respondents representing 11
percent to disagree, while 28 respondents representing 10 percent strongly disagreed with the above
statement.
Table 4.12: Distribution of respondents by their response to question 11: Comments and
recommendations made by fellow twitter subscribers influence the products I buy
from Jumia

Frequency Percent Valid Percent Cumulative Percent

Strongly agree 112 40.0 40.0 40.0
Agree 97 35.0 35.0 75.0
Undecided 22 8.0 8.0 83.0
Valid
Disagree 26 9.0 9.0 92.0
Strongly disagree 23 8.0 8.0 100.0
Total 280 100.0 100.0
Source: Field survey (2017)
 The table 4.12 above shows that out of the 280 respondents surveyed, 112 respondents
representing 40 percent strongly agreed, 97 respondents representing 35 percent further agreed that
comments and recommendations made fellow twitter subscribers influence the products they
buy from Jumia, 22 respondent representing 8 percent remained undecided, leaving 26 respondents
representing 9 percent to disagree, while 23 respondents representing 8 percent strongly disagreed
with the above statement

Table 4.13: Distribution of respondents by their response to question 12: I am an active

subscriber of Jumia Nigeria’s YouTube channel

Frequency Percent Valid Percent Cumulative Percent

Strongly agree 132 47.0 47.0 47.0

Agree 51 18.0 18.0 65.0
Undecided 37 13.0 13.0 78.0
Valid
Disagree 41 15.0 15.0 93.0
Strongly disagree 19 7.0 7.0 100.0
Total 280 100.0 100.0
Source: Field survey (2017)

The table 4.13 above shows that out of the 280 respondents surveyed, 132 respondents
representing 47 percent strongly agreed, 51 respondents representing 18 percent agreed that they
are active subscribers of Jumia Nigeria’s YouTube channel, 37 respondent representing 13
percent remained undecided, leaving 41 respondents representing 15 percent to disagree, while 19
respondents representing 7 percent strongly disagreed with the above statement .

Table 4.14: Distribution of respondents by their response to question 13: Video clips
uploaded on the channel keep me updated about product offers from
Jumia

Frequency Percent Valid Percent Cumulative Percent

Strongly agree 78 28.0 28.0 28.0

Agree 132 47.0 47.0 75.0
Undecided 36 13.0 13.0 88.0
Valid Disagree 15 5.0 5.0 93.0
Strongly
19 7.0 7.0 100.0
disagree
Total 280 100.0 100.0
Source: Field survey (2017)
 The table 4.14 above shows that out of the 280 respondents surveyed, 78 respondents
representing 28 percent strongly agreed, 132 respondents representing 47 percent agreed that video
clips uploaded on the channel keep them updated about product offers from Jumia, 36
respondent representing 13 percent remained undecided, leaving 15 respondents representing 5
percent to disagree, while 19 respondents representing 7 percent strongly disagreed with the above
statement.

Table 4.15: Distribution of respondents by their response to question 14: Comments

and recommendations made by fellow YouTube subscribers
influence the products I buy from Jumia

Frequency Percent Valid Percent Cumulative Percent

Strongly agree 87 31.0 31.0 31.0
Agree 112 40.0 40.0 71.0
Undecided 29 10.0 10.0 81.0
Valid
Disagree 19 7.0 7.0 88.0
Strongly disagree 33 12.0 12.0 100.0
Total 280 100.0 100.0
Source: Field survey (2017)

The table 4.15 above shows that out of the 280 respondents surveyed, 87 respondents
representing 31 percent strongly agreed, 112 respondents representing 40 percent agreed that
comments and recommendations made by fellow YouTube subscribers influence the products
they buy from Jumia, 29 respondent representing 10 percent remained undecided, leaving 19
respondents representing 7 percent to disagree, while 33 respondents representing 12 percent
strongly disagreed with the above statement.

Table 4.16: Distribution of respondents by their response to question 15: Facebook

messages on Jumia’s Facebook page enhance my purchase of products from Jumia
Frequency Percent Valid Percent Cumulative Percent
Strongly agree 114 41.0 41.0 41.0
Agree 55 20.0 20.0 61.0
Undecided 46 16.0 16.0 77.0
Valid
Disagree 47 17.0 17.0 94.0
Strongly disagree 18 6.0 6.0 100.0
Total 280 100.0 100.0
Source: Field survey (2017)
The table 4.16 above shows that out of the 280 respondents surveyed, 114 respondents representing
41 percent strongly agreed, 55 respondents representing 20 percent agreed that Facebook
messages on Jumia’s Facebook page enhance their purchase of products from Jumia, 46
respondent representing 16 percent remained undecided, leaving 47 respondents representing 17
percent to disagree, while 18 respondents representing 6 percent strongly disagreed with the above
statement.

Table 4.17: Distribution of respondents by their response to question 16: Tweets

shared by Jumia’s Twitter page make it easier for me to buy from Jumia
Frequency Percent Valid Percent Cumulative Percent
Strongly agree 85 30.0 30.0 30.0
Agree 92 33.0 33.0 63.0
Undecided 25 9.0 9.0 72.0
Valid
Disagree 48 17.0 17.0 89.0
Strongly disagree 30 11.0 11.0 100.0
Total 280 100.0 100.0
Source: Field survey (2017)

The table 4.17 above shows that out of the 280 respondents surveyed, 85 respondents representing
30 percent strongly agreed, 92 respondents representing 33 percent agreed that tweets shared by
Jumia’s Twitter page make it easier for them to buy from Jumia, 25 respondent representing 9
percent remained undecided, leaving 48 respondents representing 17 percent to disagree, while 30
respondents representing 11 percent strongly disagreed with the above statement.

Table 4.18: Distribution of respondents by their response to question 17: YouTube videos
shared on Jumia’s YouTube channel facilitate my buying decisions towards
Jumia products

Frequency Percent Valid Percent Cumulative

Percent
Strongly agree 73 26.0 26.0 26.0
Agree 85 30.0 30.0 56.0
Undecided 47 17.0 17.0 73.0
Valid
Disagree 40 14.0 14.0 87.0
Strongly disagree 35 13.0 13.0 100.0
Total 280 100.0 100.0
Source: Field survey (2017)
 The table 4.18 above shows that out of the 280 respondents surveyed, 73 respondents
representing 26 percent strongly agreed, 85 respondents representing 30 percent agreed that
YouTube videos shared on Jumia’s YouTube channel facilitate their buying decisions towards
Jumia products, 47 respondent representing 17 percent remained undecided, leaving 40
respondents representing 14 percent to disagree, while 35 respondents representing 13 percent
strongly disagreed with the above statement.

4.3: Test of hypotheses

Hypothesis one

Ho: Facebook has no significant effect on consumer buying behavior towards Jumia Nigeria,
Lagos

H1: Facebook has a significant effect on consumer buying behavior towards Jumia Nigeria,
Lagos

Table 4.3.1: Regression model summary showing the effect of Facebook on consumer buying
behavior towards Jumia Nigeria, Lagos
Model R R Adjusted Std. Error of the
Square R Square Estimate

1 .690a .476 .474 1.84966

a. Predictors: (Constant), Facebook

Table 4.3.2: ANOVAa showing the effect of Facebook on consumer buying behavior
towards Jumia Nigeria, Lagos

Model Sum of Df Mean F Sig.

Squares Square
Regressio
863.605 1 863.605 252.424 .000b
n
1
Residual 951.106 278 3.421
Total 1814.711 279
a. Dependent Variable: Consumer buying behavior
b. Predictors: (Constant), Facebook
Table 4.3.3: Regression Coefficients showing the effect of Facebook on consumer
buying behavior towards Jumia Nigeria, Lagos

Model Unstandardized Standardized t Sig.

Coefficients Coefficients

B Std. Error Beta

(Constant) 6.036 .257 23.509 .000
1
Facebook 1.685 .106 .690 15.888 .000
a. Dependent Variable: Consumer buying behavior

Interpretation of result
The table 4.3.3 above shows the summary of the regression analysis carried out to test
hypothesis one, and the result shows that Facebook has a significant effect on consumer buying
behavior towards Jumia Nigeria, Lagos, (B = 1.685,P< 0.05 ), therefore, H 1 was accepted and H0
rejected.
Furthermore, table 4.3.1 and table 4.3.2 shows an F statistic indicating the models prediction
strength (F = 252.424, R2 = 48%, P < 0.05). Conclusively, the result shows that H O is rejected and H1
is accepted because the sig .000 is less than the significance level of 0.05 .

Hypothesis two

Ho: Twitter has no significant effect on consumer buying behavior towards Jumia Nigeria,
Lagos.

H1: Twitter has a significant effect on consumer buying behavior towards Jumia Nigeria,
Lagos.

Table 4.3.4: Regression model summary showing the effect of Twitter on consumer buying
behavior towards Jumia Nigeria, Lagos.

a. Model R R Square Adjusted R Std. Error of the

Square Estimate Predictors: (Constant), Twitter
a
1 .591 .350 .347 2.06023

Table 4.3.5: ANOVAa showing the effect of Twitter on consumer buying behavior
towards Jumia Nigeria, Lagos.
 Model Sum of Df Mean Square F Sig.
Squares
Regressio
634.730 1 634.730 149.540 .000b
n
1
Residual 1179.981 278 4.245
Total 1814.711 279
a. Dependent Variable: Consumer buying behavior
b. Predictors: (Constant), Twitter

Table 4.3.6: Regression Coefficients showing the effect of Twitter on consumer buying
behavior towards Jumia Nigeria, Lagos

Model Unstandardized Standardized t Sig.

Coefficients Coefficients
B Std. Error Beta
(Constant
6.851 .265 25.871 .000
1 )
Twitter 1.375 .112 .591 12.229 .000
a. Dependent Variable: Consumer buying behavior

Interpretation of result
The table 4.3.6 above shows the summary of the regression analysis carried out to test
hypothesis two, and the result shows that Twitter has a significant effect on consumer buying
behavior towards Jumia Nigeria, Lagos., (B = 1.375,P< 0.05). Therefore, H 1 was accepted and H0
rejected . Furthermore, table 4.3.4 and table 4.3.5 shows an F statistic indicating the models prediction
strength (F = 149.540, R2 = 35%, P < 0.05). Conclusively, the result shows that H O is rejected and H1
is accepted because the sig .000 is less than the significance level of 0.05.

Hypothesis three

HO: YouTube has no significant effect on consumer buying behavior towards Jumia Nigeria,
Lagos.

H1: YouTube has a significant effect on consumer buying behavior towards Jumia Nigeria,
Lagos.

Table 4.3.7: Regression model summary showing the effect of YouTube on consumer buying
behavior towards Jumia Nigeria, Lagos
Model R R Adjusted R Std. Error of the
Square Square Estimate

1 .759a .575 .574 1.66468

a. Predictors: (Constant), YouTube

Table 4.3.8: ANOVAa showing the effect of YouTube on consumer buying behavior
towards Jumia Nigeria, Lagos

Model Sum of Df Mean Square F Sig.

Squares
Regressio
1044.326 1 1044.326 376.854 .000b
n
1
Residual 770.385 278 2.771
Total 1814.711 279
a. Dependent Variable: Consumer buying behavior
b. Predictors: (Constant), YouTube

Table 4.3.9: Regression Coefficientsa showing the effect of YouTube on consumer

buying behavior towards Jumia Nigeria, Lagos

Model Unstandardized Standardize T Sig.

Coefficients d
Coefficients
B Std. Error Beta
(Constant
5.859 .222 26.362 .000
1 )
YouTube 1.993 .103 .759 19.413 .000
a. Dependent Variable: Consumer buying behavior

Interpretation of result

The table 4.3.9 above shows the summary of the regression analysis carried out to test
hypothesis three, and the result shows that YouTube has a significant effect on consumer buying
behavior towards Jumia Nigeria, Lagos, (B = 1.993,P< 0.05 ). Therefore, H 1 was accepted and H0
rejected. Furthermore, table 4.3.7 and table 4.3.8 shows an F statistic indicating the models
prediction strength (F = 376.854, R 2 = 57%, P < 0.05). Conclusively, the result shows that H O is
rejected and H1 is accepted because the sig .000 is less than the significance level of 0.05.

4.4 Discussion of findings

From the above simple regression analysis conducted above, the following findings were
made:
The first finding, which evolved from the testing of the first hypothesis, reveals that Facebook
has a significant effect on consumer buying behavior towards Jumia Nigeria, Lagos. In support of this
finding, Cetin, Karpischek and Michahelles (2014) in their study on “influence of Facebook on
purchase decision-making”, found that 85% of the respondents agreed that they would buy products
that are recommended to them by their Facebook friends. The results also confirm the existing
statements from sociologists that people see their friends as the most reliable source of information.
Similarly, Martinka (2012) conducted a study on “how social media communities impact consumer
behavior” and found that Facebook communities have a significant influence on consumers’ online
purchasing behavior. Finally, Rehman, Ilyas, Nawaz and Hyder (2014) conducted a study on “how
Facebook advertising affects buying behavior of young consumers: the moderating role of gender”
and found that Facebook communications, including sponsored advertisements have significant
effects on buying behavior of young consumers.
The second finding, which evolved from the testing of the second hypothesis, reveals that
Twitter has a significant effect on consumer buying behavior towards Jumia Nigeria, Lagos. In
support of this finding, Jansen and Zhang (2009) in their study on “Twitter power: tweets as electronic
word of mouth”, found that Twitter communications have a significant impact on consumer attitudes,
behavioral intentions and ultimately, their purchase behavior because tweets are e-word-of-mouth
communications based on personal experiences of consumers. Furthermore, Hennig-Thuran, Wiertz
and Feldhaus (2012) conducted a study on “exploring the Twitter effect: an investigation of the impact
of micro blogging word of mouth on consumers’ early adoption of new products”. The findings indicate
that Twitter word of mouth (TWOM) was considered as an important input which influences
consumers’ early adoption of new products. Finally, Martinka (2012) in his study on “how social media
communities impact consumer behavior”, found that Twitter communities have a significant influence
on consumers’ online purchasing behavior.
The third finding, which emerged from the testing of the third hypothesis, indicates that
YouTube has a significant effect on consumer buying behavior towards Jumia Nigeria, Lagos. In
support of this finding, Bilal, Ahmed and Shahzad (2014) conducted a study on “role of social media
and social networks in consumer decision-making: a case of the garment sector”. The study found
that YouTube significantly influences consumer decision-making processes among customers in the
garment sector in Pakistan. Similarly, Wang (2015) conducted a study on “do people purchase what
they view from YouTube? The influence of attitude and perceived credibility of user-generated
content on purchase intention”. The study used a survey research design and collected data from a
sample of 236 respondents at Florida State University. The study found that 85 percent of the
respondents bought what they viewed on YouTube, while 15 percent did not buy what they viewed on
YouTube.
Wang (2015) therefore concluded that YouTube has a significant effect on purchase intention among
Florida State University students.

CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of findings
Upon the successful analysis of the data collected for this study, the following findings were
made:
1. Facebook has a significant effect on consumer buying behavior towards Jumia Nigeria, Lagos.
2. Twitter has a significant effect on consumer buying behavior towards Jumia Nigeria, Lagos.
3. YouTube has no significant effect on consumer buying behavior towards Jumia Nigeria, Lagos .

5.2 Conclusion

This study examined the effect of social media on consumer buying behavior of Jumia Nigeria

in Lagos Metropolis, by analyzing primary data collected from sampled customers of Jumia Nigeria in

Lagos. The results obtained from the study indicate that Facebook, Twitter and YouTube have

significant effects on consumer buying behavior towards Jumia Nigeria in Lagos Hence, the study

concludes that there exists a significant relationship between social media and consumer buying

behavior in today’s contemporary marketing environment.

5.3 Recommendations
Taking the findings made in this study into consideration, the following recommendations were
made:
1) Jumia Nigeria should intensify its marketing campaigns on its Facebook platform in order to
favorably influence consumer buying behavior towards its products.
2) Jumia Nigeria should intensify its marketing campaigns on its Twitter platform in order to
favorably influence consumer buying behavior towards its products.
3) Jumia Nigeria should intensify its marketing campaigns on its YouTube platform in order to
favorably influence consumer buying behavior towards its products.

5.3 Suggestions for further studies

This study used three (3) social media platforms (Facebook, Twitter and YouTube) to examine the
effect of social media on consumer buying behavior towards Jumia Nigeria, an online retailer.
Hence, future researchers should focus on other social media platforms and other industries apart
from online retailing.
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