SOCIAL MEDIA MARKETING AND CONSUMER BUYING BEHAVIOUR OF SOFT CARE SANITARY PAD CONSUMERSINABAK TOWN

This research work examined social media and consumers buying behaviour of soft care sanitary pad in Abak town. The study from its main objective had the following specificobjectives, which were to: examine the effect of social media channels on the consumption pattern of Soft care sanitary pad consumers in Abak; establish the relationship between social media awareness and referrals. of Soft care sanitary pad consumers in Abak;determine the effect of social media communication on Purchase decision making of Soft caresanitary pad consumers in Abak. In order to achieve these objective data was collected through the distribution of questionnaire developed and scrutinize by the supervisor, theserespondents of the questionnaire were some selected consumers in Abak. The study adopted the quantitative research design, positivism theory and descriptive research design to achievethe objective of the study. The data gathered were presented in tables and charts as well asan interpretation given to them as well while the hypotheses was tested using the statistical tool (SPSS). The study found out that Social media networks have a significant impact on consumer patronage; social media influences consumer buying decision making process;social media influences consumer purchasing intentions; and that the social media marketingchannel has a mediating effect on the buying behavior of consumers in Abak Based on these findings the study recommended; given that social media has a significant influence onconsumer buying behavior, there is need for organization to be proactive in their social media services