IMPACT OF INSTAGRAM-BASED SOCIAL MEDIA MARKETING ON CONSUMER BEHAVIOUR AMONG STUDENTS OF REDEEMER'S UNIVERSITY, EDE. OSUN STATE
Abstract
This study investigates the influence of Instagram-based marketing on consumer behaviour among Redeemer’s University students. Using a survey design and a sample of 378 students, the research examines purchase intention, brand engagement, and impulsive buying. Findings indicate that Instagram marketing significantly affects students’ buying decisions through visual appeal, influencer trust, and social interaction.
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