Social Media Communication and Buying Behavior on Smart Phones of Female’s Students of School of Health Technology, Oji River, Enugu State

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Social Media Communication and Buying Behavior on Smart Phones of Female’s Students of School of Health Technology, Oji River, Enugu State

Odike, J. C., Egele, A. E., & Uzor, J. U.
Department of Marketing, Ebonyi State University, Abakaliki

Citations – APA

Odike, J. C., Egele, A. E., & Uzor, J. U. (2024). Social Media Communication and Buying Behavior on Smart Phones of Female’s Students of School of Health Technology, Oji River, Enugu State. Global Journal of Finance and Business Review, 7(2), 1-20. DOI: https://doi.org/10.5281/zenodo.10853360
The study evaluated the social media communication and buying behavior on Smart Phones of female’s students of school of Health Technology, Oji River. The specific objectives were to: examine the relationship between social listening and purchase intention; Evaluate the relationship between social influence and variety seeking; and Ascertain the relationship between media sharing and education of female students of school of health Technology, Orji River. The study used the descriptive survey design approach. The primary source of data was the administration of questionnaire. A total population of three hundred and twenty five (325) final year students was used. The whole population was used due to small number. 242 students returned the questionnaire accurately filled. Data was presented and analyzed using percentage mean and standard devotion and the hypotheses were tested using Pearson correlation coefficient (r). The findings revealed that social listening, social influence, and media sharing had significant positive relationship with purchasing behavior of female students of school of technology, Orji River. The implication of the study is that social media influences consumer behavior through the way in which it enables consumers to gather information about products and services especially with Smart Phones. The study recommended among others that the students should be informed to understand the conversation surrounding their brand and the products and services in they intend to buy or use. It will provide valuable consumer data that companies can use to gauge brand awareness and improve their products and services.ABSTRACT

Keywords: Social Media Management; Buying Behavior on Smart Phones; Female Students; School of Health Technology

GJFBR-7.21-20Download
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