Title: Influence Of Social Media On Consumer Purchasing Behaviour As Perceived By Marketing Education Students In Higher Institutions Of Bayelsa State
Authors: Ase Eruabai Joseph & Comfort G. Surveyor, PhD
Volume: 10
Issue: 1
Pages: 58-64
Publication Date: 2026/01/28
Abstract:
The study investigated the influence of social media on consumer purchasing behaviour as perceived by Marketing Education Students in higher institutions of Bayelsa State. Three specific objectives and three research questions guided the study. The study adopted the descriptive survey design. The targeted population of the study was all seventy-three (73) Marketing Education students in the Department of Business education, Faculty of Education, Niger Delta University, Wilberforce Island, Bayelsa State. A sample size of 48 respondents was purposively selected for study. Hence, the sampling technique adopted for the study was the purposive sampling technique. The instrument for data collection contained 15 item statements, titled "Influence of Social Media on Consumer Purchasing Behaviour Questionnaire. It was validated by two experts, one from the Test and Measurement unit of the Department of Counselling and Educational Psychology and one from the Department of Business Education, Faculty of Education, Niger Delta University, Wilberforce Island, Bayelsa State. To ascertain the reliability of the instrument, the Cronbach Alpha Coefficient Method was used and a reliability index of 0.72 was obtained. The data collected were analysed using mean and standard deviation statistical tools. The study found that Facebook to a high extent influences consumer purchasing behaviour in Bayelsa State. It therefore concluded and recommended that Social media platforms play a decisive role in shaping consumer purchasing behaviour in Bayelsa State, as their interactive and content-driven features significantly influence consumers' awareness, evaluation, and buying decisions. As such, marketers and businesses should strategically integrate Facebook, YouTube, and WhatsApp into their promotional activities to reach consumers more effectively, as the high influence of these platforms indicates their strong capacity to shape purchasing decisions.