The influence of social media on purchase decision-making by young Nigerians

Khadijah Mohammed, Victoria Uren

Research output: Chapter in Book/Report/Conference proceedingConference publication

Abstract

The uptake of mobile communications in Nigeria has provided a platform for consumers to communicate with brands. This survey investigated the role of social media in the five different stages of the Engel-Kollat-Blackwell (EKB) consumer decision-making process in Nigerians aged 18-35. The factors of trust, gender and region were considered. Social media was used at all the stages of the purchase decision making process. Trust appears to be influential and warrants further investigation.

Original languageEnglish
Title of host publicationProceedings of the 5th European Conference on Social Media, ECSM 2018
EditorsNiall Corcoran, Vincent Cunnane
Pages471-475
Number of pages5
ISBN (Electronic)9781911218838
Publication statusPublished - 1 Apr 2019
Event5th European Conference on Social Media, ECSM 2018 - Limerick, Ireland
Duration: 21 Jun 201822 Jun 2018

Conference

Conference5th European Conference on Social Media, ECSM 2018
CountryIreland
CityLimerick
Period21/06/1822/06/18

Bibliographical note

© 2018 The authors

Keywords

  • Consumer Decision-making Process
  • Culture
  • Electronic Word of Mouth
  • Gender
  • Nigeria
  • Social Media
  • Trust

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  • Cite this

    Mohammed, K., & Uren, V. (2019). The influence of social media on purchase decision-making by young Nigerians. In N. Corcoran, & V. Cunnane (Eds.), Proceedings of the 5th European Conference on Social Media, ECSM 2018 (pp. 471-475)