IMPACT OF SOCIAL MEDIA ADVERTISING ON CONSUMER BUYING BEHAVIOUR OF OSUN STATE UNIVERSITY STUDENT, OKUKU CAMPUS

This study examined theimpact of Social media advertising on consumer buying behavior of Osun State University Student, Okuku campus, specifically to determine the effect of FaceBook advertising on consumer buying behaviour of Osun State University Student, Okuku campus, examine how Twitter advertising influence consumer buying behaviour of Osun State University Student, Okuku campus and evaluate the influence of Instagram advertising on consumer buying behaviour of Osun State University Student, Okuku campus.Also, three postulated hypotheses were tested at 0.05 level of significance. The study employed a quantitative research design, 100 questionnaires were distributed to gather data from the study population. The findings revealed that there is a significant positive relationship between facebook advertising, twitter advertising and lastly Instagram advertising and consumer buying behaviour of Osun State University Student, Okuku campus. The research therefore recommends that organization should have functioning, attractive, user friendly and accessible social media platforms and an up-to-date promotional messages and information on all organization’s products/services should be displayed on their social media platforms, segments should be created on the social media platforms for consumers to ask questions, give reviews and feedbacks. This will help enlighten prospective customers and that e-payment links should also be captured on the websites to enable consumers to facilitate and confirm commercial transactions. This will help to increase their range of customers and to expand its market share.