THE INFLUENCE OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR IN BENIN CITY, EDO STATE

This research explores the influence of social media on consumer buying behavior in Benin City, Edo State. In today’s digital age, social media has become an integral part of everyday life, revolutionizing the way consumers interact with brands, access product information, and make purchase decisions. The study investigates how platforms such as Facebook, Instagram, Twitter, and TikTok affect the purchasing attitudes, preferences, and behaviors of consumers in the area. It aims to determine the extent to which social media marketing strategies, online reviews, influencer endorsements, and targeted advertisements impact the decision-making process of The research adopted a quantitative method through the use of structured questionnaires distributed among residents of Benin City. A purposive sampling technique was used to target active social media users. Data collected were analyzed using descriptive statistics to draw meaningful inferences. The findings reveal that social media significantly affects consumer behavior by increasing product awareness, shaping perceptions, and encouraging impulse buying. Additionally, consumers tend to rely heavily on peer recommendations, influencer posts, and social media trends when deciding what to purchase. The study concludes that social media is a powerful marketing tool that businesses must strategically harness to influence consumer behavior positively. It recommends that marketers focus on creating engaging content, collaborating with credible influencers, and maintaining responsive customer service online. This will not only enhance customer trust and loyalty but also drive sales growth in a highly competitive digital marketplace.