ABSTRACTS

In this modern era, the using of social websites by consumers has mostly increased and these Social Networking Websites are important one stop point for consumers in finding most of their needs. Many youths are tech savvy but however a number of questions have been raised on if social networking actually causes an increase in the sales volume. More so, it has been observed that many businesses in Cameroon do not have marketing abilities and the necessary skills to deploy modern technologies which is detrimental to their ability to expand and compete with other firms.

The aim of this research was to investigate the effect of Social Media Advertisment on Consumer Purchasing Behavior of Cosmetic Products by students of the University of Bamenda. Specifically, the study sought to identify the various social media advertisement platforms mostly viewed by students, examine the effects of social media platforms such as Facebook and Instagram on the consumer purchasing behavior of students and examine the challenges students face by buying using social media platforms.

The study made use of convenience sampling, where 100 questionnaires were administered. Data Collected was analyzed using SPSS (25.0). The study revealed that to a high extent, social media influence consumer buying behavior, as it provides quick access to information and provides a medium for displayed of varieties of products/services. The study found that Facebook was the most widely used by the students in the University of Bamenda  which influences their buying behaviour followed by Instagram. The study findings also showed that the two social media platforms (Facebook and Instagram) had a positive and significant influence on the overall buying behaviour of the students in the University of Bamenda. Lastly, it was revealed that social media often pose some major challenges to students such as ability to get hacked and fraud. It was concluded that students would buy using social media as long as they continue to see adverts and get delivered the exact product advertised as promised.

CHAPTER ONE

GENERAL INTRODUCTION

1.0 Introduction

This chapter examines the general introduction and background of the study variables. It provides the details of the problems under study, objectives, research questions, hypothesis, scope and significance of the study. 

1.1 Background of the Study

Social media is at its core human communication, possessing characteristics of participation, openness, conversation, community and connectedness (Veil et al., 2011). It is these characteristics of social media that enable an individual to communicate with other people across geographical boundaries about a service, product, organization or any other thing for that matter. Social media is distinguished from traditional media in ways such as reach, frequency, accessibility, immediacy and many more. Due to these intrinsic features of social media, modern advertisers often prefer them to traditional media. Companies are increasingly using social media platforms as part and parcel of the marketing and brand building activities, this is because there has been fast penetration of social media into the society though only few firms have able to get comfortable in this space (Morrison, 2015). Social media platforms such as Facebook, Instagram, WhatsApp and Twitter aid with the notion of connection, amongst the consumers themselves as well as between the firm and the customers (Waithaka,2013). This interactive nature of social media platforms allows those selling their products and services to communicate with their clients. Companies have the chance to share switch relationship from dialog and trialogue with the consumers in order to ensure engagement of meaningful relationships (Tsimonis&Dimitriadis, 2014).

A major objective of advertising is to sell a product which may be goods or services. Brands across the world have invested billions of dollars into this venture to ensure they connect with their target audiences in different locations using social media platforms. By monitoring the market trend, many brands have gone ahead to design what they refer to as “market-specific” advert messages, with very critical attention paid to media selection, simply to ensure that they do not miss out on their potential consumers. Conventionally, the traditional media of advertising have been billboards, television, radio, magazines and newspapers. Other media of advertising are handbills, leaflets, and mobile advertising placed on vehicles.

With the advent of social media, brands are now compelled to be highly creative in how they design their advert messages to suit the taste of young users of social media. According to Igboaka& Ha (2010), studies have shown that adopters of new communication technologies are young, more upscale and better educated. The observation can be attributed to wide exposure to information technology use as well as to the benefits accruable therein.

According to the Social Media Marketing Industry Statistics (2008), social media use is set to change how many marketers conduct their businesses. One of the reasons is that consumers’ ratings of brands on social media platforms have become one of the most credible forms of advertising. Also, in a global survey of 700 marketers, Wildfire App (The Drum, 2012)) discovered that nearly all marketers find value from social media and that 75% of marketers planned to increase their media spending in 2012. The top benefits highlighted by these marketers are the increase in brand awareness and the ability to engage in dialogue directly with their customers. The current study therefore aims to investigate the effect of social media advertisment on consumers purchasing behavior of cosmetic products by students of the University of Bamenda.

The selection of an advertisement strategy is challenging due to the existence of various types of products in the market. The target market varies with regards to age, levels of education of consumers and income. Thus, marketers must select advertisement strategies taking into consideration the target market. This involves analysis of consumer behavior according to ages, level of education and income for the successful implementation of a strategy. Consumer Behaviour is a social science, which seeks to understand, predict and explain the behaviour of a buyer (Tyagi, 2004).

1.2 Statement of the Research Problem

With the recent improvement in technology social media platforms have gained popularity among youths who are tech savvy. However, a number of questions have been raised on if the advent on social media platforms actually causes an increase in the sales volume.

It has been observed by most business people and consumers that many businesses in Cameroon do not have marketing abilities and the necessary skills to deploy modern technologies, they also know very little about social media platforms, how it works and how it may be beneficial to their sales volume which in turn may lead to wider profit margins. Without knowledge in social media platforms their ability to expand and compete with other business remains unsuccessful. In this android age youths are very much connected to their phones this serves as an added advantage to firms if they deploy social media marketing.

Also, in this technological age it has been observed by Consumers and business people that most people if not all in developed countries purchase online whereas, in Cameroon very few people purchase online since they belief what they see online will be contrary to what they will get when they purchase the product. Which is sometimes the case. This in turn leads to customer dissatisfaction which is a set back to the company as customers may give negative feedback on the company’s social media platforms. As a result of the negative feedback the company may loss its public image, other customers seeing such negative feedback will eventually cease to purchase from the company as a result of this the company’s sales volume will reduce thus a decrease in the profit margin. However, it has still been observed that despite the aforementioned problem youths in particular still indulge in online purchase irrespective of fraud. It is because of the aforementioned problems that the researcher set out to investigate the effect of social media advertisement on consumers purchasing behavior by students of the University of Bamenda.

1.3 Research Questions

1.3.1 Main Research Question

What is the effect of social media advertisement on consumer purchasing behaviour of cosmetic products by students of the University of Bamenda?

1.3.2 Specific Research Questions

• What is the effect of Facebook advertisement on consumer purchasing behavior of cosmetic products by students of the University of Bamenda?
• What is the effect of Instagram advertisement on consumer purchasing behavior of cosmetic products by students of the University of Bamenda?
• What is the effect of Snapchat advertisement on consumer purchasing behavior of cosmetic products by students of the University of Bamenda?
• What is the effect of Twitter advertisement on consumer purchasing behavior of cosmetic products by students of the University of Bamenda?
• What is the effect of YouTube advertisement on consumer purchasing behavior of cosmetic products by students of the University of Bamenda?

1.4 Objectives of the Study

1.4.1 Main Objective

The main objective of this study is to investigate the effect of social media advertisement on consumer purchasing behavior of cosmetic products by students of the University of Bamenda.

1.4.2 Specific Objectives

Specific objective is the evalution of online advertisement on consumers purchasing behavior.

• Examine the effect of Facebook on consumer purchasing behavior of cosmetic products by students of the University of Bamenda?
• Investigate the effect of Instagram on consumer buying behavior of cosmetic products by students of the University of Bamenda.
• Identify the effect of Snapchat on consumer buying behavior of cosmetic products by students of the University of Bamenda.
• Examine the effect of Twitter on consumer buying behavior of cosmetic products by students of the University of Bamenda.
• Investigate the effect of YouTube on consumer buying behavior of cosmetic products by students of the University of Bamenda.