Social Media Marketing and Customer’s Buying Behaviour of Electronic Products in Akwa Ibom State.

The aim of the study was to investigate the influence of social media marketing on customer’s buying behaviour of electronic products in Akwa Ibom State. The study objectives were to determine the influence of independent variables (customer’s engagement, quality content and brand reputation) on customer’s buying behaviour of electronic products in Akwa Ibom State. The study employed a survey research design to collect data from a sample size of 384 respondents, determined using the Cochran (1977) formula since the population was infinite and respondents were selected using convenience sampling technique. Data were collected through online survey questionnaire (Google form) through WhatApp, Facebook different groups since a lot of people are using electronic products and analyzed using tables and simple percentages. Hypotheses were tested using multiple regression analysis with the help of SPSS 25 version at 0.05 level of significance. Findings revealed that customer’s engagement, quality content and brand reputation had positive and significant influence on customer’s buying behaviour of electronic products. It was concluded that customer’s engagement, quality content and brand reputation were positive and significant predictors of customer’s buying behaviour of electronic products. Hence, it was therefore recommended that business firms should have more engaging content that matches with their target audience, while at the same time providing quality content that educates customers about the benefits and features of electronic products by using high-quality visuals that reflect the culture and lifestyle of the people.