INFLUENCE OF SOCIAL MEDIA ADVERTISING OF PAMPERS DIAPERS ON CONSUMER BEHAVIOR AND PURCHASING DECISION OF NURSING MOTHERS IN ENUGU METROPOLIS

This study explores the influence of social media on consumer buying behavior in Nigeria, with a particular focus on Pampers diapers. Employing a survey research design, data was collected from a representative sample of residents in Enugu Metropolis using a combination of primary data collection methods, including questionnaires and personal interviews, alongside a secondary literature review. The research aims to understand the effects of social media advertising on consumer perceptions, preferences, and ultimately, purchasing decisions. The findings reveal that social media plays a significant role in shaping consumer behavior, with 25% of respondents indicating that social media advertisements "Always" influence their decisions regarding Pampers diapers. Additionally, 30.56% of participants expressed that they are "Extremely likely" to try Pampers after encountering positive reviews or promotions on social media, underscoring the importance of user-generated content in fostering consumer trust and driving purchasing intent. Moreover, 27.78% of respondents "Strongly Agree" that social media promotions enhance their intention to select Pampers over competing brands, highlighting the effectiveness of targeted social media strategies in influencing consumer choice.