IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR AMONG UNDERGRADUATE IN NILE UNIVERSITY OF NIGERIA.

ABSTRACT This study examined the impact of social media on consumer buying behaviour among undergraduate in Nile University of Nigeria. The objectives of the study were to: examine the impact of content types on Nile University students’ purchase intentions, analyse the role of influencer impact on Nile University students’ purchase intention and assess how social media engagement affect Nile University students’ purchase intention. The study adopted survey research design, questionnaire was the main instrument for data collection, the data was analysed using mean and standard deviation, while regression was used to test the hypotheses. Findings from the study revealed that content types, influencer and social media engagement have positive and significant effect on Nile University students’ purchase intention. The study concludes that students are more likely to consider purchasing a product when they actively interact with brands on social media platforms. Likes, comments, shares, and direct engagement with brands contribute to increased awareness and interest in products. The study recommends among others that businesses targeting Nile University students should actively engage with their audience on social media by creating interactive content, responding to comments, and encouraging discussions.