Influence of Social Media on Consumer Behavior Among University Students in Nairobi City County, Kenya

Abstract

This study sought to establish the influence of social media on consumer behavior amongst university students in Nairobi city county, Kenya. The general objective of the study was to establish the influence of social media on consumer behavior amongst university students in Nairobi city county. A Cross-sectional research design was used in this study. The sample frame consisted of university students within Nairobi city county. Convenience sampling technique was used and the sample size was arrived at using Krejcie and Morgan’s (1970) Table of sample sizes. 384 questionnaires were printed and distributed to collect primary data. 307 respondents returned the questionnaires which were administered and collected physically. The data was interpreted using the Statistical Package for Social Sciences (SPSS).  The results of the study were represented in the form of Tables only. The study found out that there was a positive correlation between social media and consumer behavior of the respondents. Both internal and external stimuli are key to recognize the need to purchase a product. The study further found that Social media provides information on problems being faced by consumers. Friends and peers share comments, and likes towards product brands. It also provides an avenue for soliciting and relaying customer feedback. The study concluded that indeed social media has an enormous influence on consumer behavior amongst university students within Nairobi county.

Keywords: influence, consumer behavior, social media, University students, Decision making

DOI: 10.7176/EJBM/12-21-06

Publication date:July 31^st 2020