Impact of Social Media on Consumer Behavior in Uganda: A Case Study of Bugujju in Mukono Town Council
Loading...
Date
2023-09-07
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Uganda Christian University
Abstract
This study sought to establish the impact of social media on consumer behavior in Uganda and a case study was conducted among individuals in Bugujju, Mukono Town council that shop through social media. The objectives of the study were to examine the impact of social media on consumer behavior, to identify factors that motivate consumers to shop through social media platforms and to find out the constraints within social media that impact consumer behavior and strategies on overcoming the constraints. A cross sectional research design was used in the study. The sample frame consisted of Individuals within Mukono Town council. Convenience sampling technique was used and the sample size was arrived at using Krejcie and Morgan’s table of sample sizes. An online questionnaire was drafted with a targeted number of 40 respondents to collect primary data. Responses were collected from 37 respondents that filled in the online questionnaire. The data was statistically generated automatically with the help google forms in charts and graphs however the results were also interpreted using tables as well. The findings indicated that indeed social media has an impact on consumer behavior of the respondents. The study recognized the external and internal stimuli impact towards purchase of a product. Social media provides information on problems being faced by consumers and strategies or solutions to overcome the problems were provided in the study. Reviews and recommendations from others provide an avenue for soliciting and relaying feedback. The study concluded that indeed social media has enormous impact on consumer behavior amongst university students within Bugujju, Mukono Town council.
Description
This is a dissertation.