Social Media and Consumer Buying Behaviour: Evidence from Southwest, Nigeria

Abstract

The study assessed the impact of social media use on buying behaviour of youths in Southwest Nigeria. Particularly, it explored the impact of Facebook, Instagram, Twitter (X), and TikTok. A descriptive survey design was used and data were collected from 400 respondents through the Taro Yamane sampling method and proportionate stratified random sampling in the six states in the region. Descriptive statistics and Partial Least Squares Structural Equation Modelling (PLS-SEM) were used to analyse the data. The findings showed that Facebook (β = 0.286, p = 0.016), Instagram (β = 0.324, p = 0.003), and TikTok (β = 0.351, p = 0.001) have significant positive effects on consumer buying behaviour, and while Twitter (β = 0.191, p = 0.067) has a positive effect, it is not statistically significant. The model showed acceptable predictive power, suggesting that the collective influence of social media plays a significant role in predicting consumer buying behaviour among the youth. The study also found that TikTok has the greatest impact, attributed to its short, attention-grabbing video formats and sharing potential. The study shows that social media has a substantial impact on consumer buying behaviour in Southwest Nigeria, but the impact differs among social media platforms. Businesses, especially SMEs, should focus on visual and interactive platforms like TikTok and Instagram to boost customer engagement and increase sales.