The influence of social media on purchase decision-making by young Nigerians

Khadijah Mohammed; Victoria Uren

The influence of social media on purchase decision-making by young Nigerians

Operations & Information Management

Research output: Chapter in Book/Published conference output › Conference publication

Abstract

The uptake of mobile communications in Nigeria has provided a platform for consumers to communicate with brands. This survey investigated the role of social media in the five different stages of the Engel-Kollat-Blackwell (EKB) consumer decision-making process in Nigerians aged 18-35. The factors of trust, gender and region were considered. Social media was used at all the stages of the purchase decision making process. Trust appears to be influential and warrants further investigation.

Original language	English
Title of host publication	Proceedings of the 5th European Conference on Social Media, ECSM 2018
Editors	Niall Corcoran, Vincent Cunnane
Pages	471-475
Number of pages	5
ISBN (Electronic)	9781911218838
Publication status	Published - 1 Apr 2019
Event	5th European Conference on Social Media, ECSM 2018 - Limerick, Ireland Duration: 21 Jun 2018 → 22 Jun 2018

Conference

Conference	5th European Conference on Social Media, ECSM 2018
Country/Territory	Ireland
City	Limerick
Period	21/06/18 → 22/06/18

Bibliographical note

Keywords

Consumer Decision-making Process
Culture
Electronic Word of Mouth
Gender
Nigeria
Social Media
Trust

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The Influence of Social Media on Purchase Decision-making by Young Nigerians
© 2018 The authors
Accepted author manuscript, 736 KB

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AB - The uptake of mobile communications in Nigeria has provided a platform for consumers to communicate with brands. This survey investigated the role of social media in the five different stages of the Engel-Kollat-Blackwell (EKB) consumer decision-making process in Nigerians aged 18-35. The factors of trust, gender and region were considered. Social media was used at all the stages of the purchase decision making process. Trust appears to be influential and warrants further investigation.

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ER -

The influence of social media on purchase decision-making by young Nigerians

Abstract

Conference

Bibliographical note

Keywords

Access to Document

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Cite this