IMPACT OF SOCIAL MEDIA ON THE PURCHASING DECISIONS OF JOSEPH AYO BABALOLA UNIVERSITY UNDERGRADUATES

ABSTRACT This study explores the influence of social media on purchasing decisions among undergraduates at Joseph Ayo Babalola University. The increasing popularity of social media platforms has transformed the way consumers interact with businesses, making it essential to understand its impact on purchasing decisions. The study's objective is to investigate the relationship between social media usage and purchasing decisions, with a focus on identifying the most popular social media platforms, analyzing the frequency of social media usage, and examining the correlation between social media usage and purchasing decisions A survey research design was adopted, and a sample of 339 undergraduates was selected using a random sampling technique. The study's findings revealed that social media usage is high among undergraduates, with the majority (73.7%) using social media daily. Facebook and Instagram emerged as the most popular social media platforms, with 44.2% and 35.4% of respondents using them, respectively. The study also found a strong positive correlation (0.75) between social media usage and purchasing decisions, indicating that increased social media usage is associated with increased influence on purchasing decisions. The study's findings have significant implications for businesses seeking to target undergraduates. The study recommends that businesses prioritize social media marketing, particularly on Facebook and Instagram, to reach this demographic. Additionally, businesses should create engaging content that resonates with undergraduates, as this can influence their purchasing decisions. The study's findings contribute to the existing body of knowledge on social media marketing and purchasing decisions, highlighting the importance of social media in shaping consumer behaviour. The study's limitations include its focus on undergraduates at Joseph Ayo Babalola University, which may limit the generalizability of the findings to other populations. Nevertheless, the study provides valuable insights into the impact of social media on purchasing decisions among undergraduates, and its findings can inform marketing strategies targeting this demographic.