INFLUENCE OF SOCIAL MEDIA ADVERTISING OF FASHION PRODUCTS ON THE BUYING BEHAVIOUR OF ABIA STATE UNIVERSITY STUDENTS

INFLUENCE OF SOCIAL MEDIA ADVERTISING OF FASHION PRODUCTS ON THE BUYING BEHAVIOUR OF ABIA STATE UNIVERSITY STUDENTS ABSTRACT The study sets out to determine the influence of social media advertising of fashion products on the buying behaviour of students in Abia State University, Uturu. The study reviewed concepts that dwells on social media advertising as well as reviewed past research carried out by other scholars that are related to the study. The Selective Influence theory served as the theoretical framework for the study. The survey research design was adopted. The study population was 20,400 undergraduate students of the university out of which a total of 400 respondents from Abia State University were sampled. The questionnaire was used as the survey instrument for data collection. After the analysis of the collected data, it was found out that to a great extent, the students were highly exposed to social media as they make use of social media. The study also revealed that the students were highly influenced by social media into buying fashion products advertised on various social media platforms. Based on the findings, the researcher concluded by stating that when social media is used in shopping, it fostered quick access to product information. Reduce stress of face to face bargaining, enhancing customer’s engagement and improving communication among seller and buyers. The researcher recommended that the world has become a global village, businesses and entrepreneur are advised to increase the usage of social media sites in all their business operations for the purpose of reaching out to customers with an ease and to improve customer’s feedback handling.