ROLE OF SOCIAL MEDIA IN FACILITATING ONLINE SHOPPING AMONGST UNDERGRADUATES OF UNIVERSITY OF BENIN
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Abstract
The rapid advancement of digital technologies has transformed social media from a communication tool into a powerful driver of electronic commerce and consumer behaviour. Social media platforms such as Instagram, TikTok, Facebook, X (formerly Twitter), and Pinterest have evolved into interactive marketplaces where consumers discover, evaluate, and purchase products through peer recommendations, user-generated content, and influencer endorsements. This study examines the role of social media in shaping and sustaining online shopping communities and explores how these platforms influence consumer purchasing decisions.
Drawing on existing literature, the study highlights the growing importance of authenticity, trust, and engagement in social commerce. Consumers, particularly Millennials and Generation Z, increasingly rely on social media for product information and recommendations, often valuing real-life experiences shared by peers and influencers over traditional advertising. Businesses leverage these platforms to strengthen customer relationships, enhance brand visibility, and drive sales through targeted marketing strategies.
Despite the opportunities presented by social media commerce, several challenges persist, including privacy and security concerns, online scams, misleading product representations, delivery issues, limited digital literacy, and intense market competition. These challenges affect consumer trust and the overall effectiveness of online shopping experiences. The study therefore seeks to provide insights into the dynamics of social media-driven commerce and its impact on consumer behaviour. Understanding these trends is essential for businesses, policymakers, and consumers as digital commerce continues to evolve and reshape the future of retail.
Drawing on existing literature, the study highlights the growing importance of authenticity, trust, and engagement in social commerce. Consumers, particularly Millennials and Generation Z, increasingly rely on social media for product information and recommendations, often valuing real-life experiences shared by peers and influencers over traditional advertising. Businesses leverage these platforms to strengthen customer relationships, enhance brand visibility, and drive sales through targeted marketing strategies.
Despite the opportunities presented by social media commerce, several challenges persist, including privacy and security concerns, online scams, misleading product representations, delivery issues, limited digital literacy, and intense market competition. These challenges affect consumer trust and the overall effectiveness of online shopping experiences. The study therefore seeks to provide insights into the dynamics of social media-driven commerce and its impact on consumer behaviour. Understanding these trends is essential for businesses, policymakers, and consumers as digital commerce continues to evolve and reshape the future of retail.
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