THE ROLE OF SOCIAL MEDIA IN CONSUMER BUYING BEHAVIOUR: A STUDY OF JUMIA CUSTOMERS IN CALABAR

ABSTRACT The main objective of this study is to examine the relationship between social media and buying behavior of consumers: A study of Jumia, Calabar. Specific objectives of the study were, to examnine relationship between consumer trust and the buying behavior of customers in Jumia Calabar, to investigate the relationship between perceived value and the buying behavior of customers in Jumia Calabar, and to examine the relationship between customer reviews and the buying behavior of customers in Jumia Calabar. The research design that was adopted in this research study was the descriptive design. The target population for this study comprises of 130 customers of Jumia in Calabar. The researcher visited Jumia Calabar consistency for a period of one month. The customers of Jumia for that month were used as the population of the study. The researcher adopted the purposive sampling method in selecting respondents from the target population.). To arrive at the sample size, the researcher used the Krejcie and Morgan table (1970). The table gave a sample size of 97. To investigate the relationship between the dependent and independent variables, the Pearson product moment correlation was used. The study found out that there is a significant relationship between consumer trust and the buying behavior of customers in Jumia Calabar. The study revealed that there is a significant relationship between perceived value and the buying behavior of customers in Jumia Calabar. The study found out that there is a significant relationship between customer reviews and the buying behavior of customers in Jumia Calabar. It was recommended that Jumia Calabar should use social media to share more positive experience Qf the customers who have already used that product so that the prospects and the ones who are already planning to buy can relate themselves more.