Serah Ndak Bodam, Meshach Goyit (PhD), Samuel Msheliza (PhD), Edwin Echu (PhD), Linus Vem (PhD), Alfred Cyprain Bognet


Although there are a variety of online social networks which provide facilities for consumers to interact with one another, get relevant information on products and services, comments, reviews, and rates that can help them in their purchasing decisions in different ways, most consumers are yet to fully understand how these social media networks can aid them to discover products and services that will adequately satisfy their needs and wants. Very few researchers had used the Unified Theory of Acceptance and Use of Technology2 (UTAUT2) model to explain the purchase decision process of consumers when engaging social media in Nigeria; hence, the need for this study. The main objective of this study was to investigate the effect of social media use on the purchase decision process of consumers (undergraduate students of Economics Department, Kaduna State University, Kaduna State). An exploratory survey was carried out on two hundred and fifty students and data was analysed using the Pearson Correlation tool to test the stated hypotheses. The study found out that Social Media use had significant effect on the purchase decision process of consumers (students). The study recommended that, consumers should engage and research more on a company’s social media presence, its products and services before making a purchase decision, establish emotional connection with these businesses from their brand story and images on their social media platforms, participate in online surveys created by brands on their new or existing products as these feedbacks help the business to create better products, brands and services, among other recommendations.


social media, consumer, social media marketing, consumer purchase decisions

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