EFFECT OF SOCIAL MEDIA COMMUNICATIONS ON STUDENTS’ BUYING BEHAVIOUR TOWARDS SMARTPHONES IN CALABAR
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EFFECT OF SOCIAL MEDIA COMMUNICATIONS ON STUDENTS’ BUYING BEHAVIOUR TOWARDS SMARTPHONES IN CALABAR
Chapter One:
Introduction
1.1 Background of the Study
The introduction and proliferation of social media communication technologies have transformed both human communications and commercial operations (Syaifullah, Syaifudin, Sukendar, & Junaedi, 2021).
Instead of physically visiting establishments to learn about items and services, customers may easily browse social media sites and get information from other experienced customers who have previously patronised the intended companies.
As a result, information gained from such sources is regarded as more legitimate and reputable than company advertising activities, making social media an essential source of information for many people (Wang & Kim, 2017).
Social media is defined as electronic and internet-based tools used to share and discuss knowledge and experiences with other humans in order to create or shape specific behavioural patterns (Adegbuyi, Akinyele, & Akinyele, 2015). It is a sort of media that is based on internet conversations and interactions.
While companies and individuals utilise a variety of social media tools to communicate with one another, this study focuses on the impact of Facebook, YouTube, and WhatsApp on students’ smartphone purchasing decisions. According to Karen and Jiovanni (2015), Facebook is a well-known social networking service that was created in the United States on February 4, 2004.
It grants registered members access to an account or profile via which they can search for individuals they know, connect with them, check their postings, communicate, and exchange a variety of information with them for free. According to Wang (2015), YouTube is a website founded in 2005 for video sharing.
Millions of people worldwide have formed accounts on the site, allowing them to upload films that anybody may see. Every minute of the day, over 35 hours of video are uploaded to YouTube. WhatsApp is also a social networking service owned by Facebook Incorporated (Edgar, 2018).
It enables registered users to send and receive messages by connecting with other registered users via phone numbers, as well as sharing files such as images, videos, audios, voice notes, documents, and internet connections.
Students at the University of Calabar use these social media platforms to connect with one another, as well as with their friends and family, in order to share valuable information about lecture schedules/venues, courses studied, study materials, relationships, movies, fashion, gadgets, events, and other interesting topics.
This study is being conducted to investigate the impact of social media communications (Facebook, YouTube, and WhatsApp) on students’ smartphone purchasing behaviour in Calabar, Nigeria.
1.2 Statement of the Problem
Because of the perceived utility and interconnection of social media, customers are increasingly relying on social media platforms for information about services and items to purchase. According to a study by Tatar and Eren-Erdoğmuş (2016), 85% of clients choose hotels based on social media ratings and suggestions.
Aside from the hospitality business, clients in a variety of other industries are leveraging the power of social media communications to inform their purchasing decisions.
As a student and smartphone user, the researcher discovered that the majority of students at the University of Calabar learn about and buy cellphones from friends and acquaintances on social media. This could be attributed to students’ perceptions of the legitimacy and trustworthiness of social media interactions from friends and family.
However, there appears to be limited empirical evidence supporting the impact of social media communications in influencing students’ smartphone purchasing behaviour, notably in Calabar.
Previous research has focused on the relationship between social media and consumer behaviour in online retailing (Zhang et al., 2017), banking services (Durkin et al., 2015), hospitality firms (Tatar & Eren-Erdoğmuş, 2016), cosmetics and fashion accessories (Man & Rahman, 2019), and fast-moving consumer goods (Adegbuyi et al., 2015).
This implies that the relationship between social media and students’ purchasing behaviour has not been thoroughly investigated; thus, it is unclear if the use of social media by dealers and manufacturers could significantly impact students’ purchasing behaviour.
Against this backdrop, this study was conducted to evaluate the extent to which social media communication tools influenced students’ purchasing behaviour for cellphones in Calabar, Nigeria.
1.3 GOALS OF THE STUDY
The primary goal of this research is to investigate the impact of social media communications on students’ purchasing habits for cellphones in Calabar. Its specific objectives are:
The study aims to evaluate the impact of Facebook, YouTube, and WhatsApp on Calabar students’ smartphone purchasing habits.
1.4 RESEARCH QUESTIONS
This study is conducted to answer the following research questions:
How much influence does Facebook have on Calabar students’ smartphone purchasing decisions?
What impact does YouTube have on Calabar students’ smartphone purchasing habits?
How much influence does WhatsApp have on Calabar students’ smartphone purchasing decisions?
1.5 Research Hypothesis
During the investigation, the following null hypotheses will be evaluated to yield results:
The study found no significant impact of Facebook, YouTube, or WhatsApp on students’ smartphone purchasing habits.
This study will be useful to academics since students and researchers in educational institutions may use it as important reference material and a roadmap for future research or lectures on this or other similar issues.
The study will also benefit smartphone makers and dealers because it reveals exactly how a significant segment of their market (students) reacts to their products, offering knowledge for better marketing decision-making.
Similarly, smartphone makers and dealers can profit from this study by incorporating its findings and recommendations into alternative social media methods to positively influence students’ purchasing behaviour towards their goods.
1.7 SCOPE OF THE STUDY
The primary goal of this study is to investigate the impact of social media communications on students’ smartphone purchasing behaviour in Calabar.
Its specific goal is to analyse the effects of Facebook, YouTube, and WhatsApp on students’ smartphone purchasing behaviour in Calabar. The sampling frame thus includes all students at the University of Calabar in Nigeria.
1.8 Operational Definition of Terms
Social media is an interactive internet-based platform that allows students to communicate and exchange information via their mobile phones or personal computers.
Students’ purchasing behaviour: The actions students do when looking for, evaluating, acquiring, consuming, and disposing of devices that they expect to meet their needs.
Smartphone: Any mobile phone with digital capabilities that can communicate wirelessly, connect to the internet, and upload and download content from the internet.
Facebook is a free social networking website where students may establish profiles, upload photos and videos, send messages, and connect with others.
YouTube is a free video-sharing service that allows registered users (students) to upload and share video clips via the youtube.com website.
WhatsApp is a social networking tool that allows students to communicate and share files such as text messages, audio clips, video clips, and documents.
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