The Influence of Social Media on Consumer Buying Behaviour: The Case of Ghana's Cosmetic Industry

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Ashesi University
As more people join in providing online evaluations, influencing consumer perceptions, social media gives new avenues for consumers to get information about things they want to buy. Additionally, influencers are being used more in social media marketing to influence customer purchase behaviour. Influencer marketing is the act of engaging and advocating for a brand's message via affiliated external content creators or influencers. The purpose of this study is to investigate the effect of social media marketing on consumer purchasing behaviour in Ghana. The research intends to identify the marketing channel for most brands and enterprises in the cosmetic industry and assess how their advertising on the internet and social media affects their customers' buying behaviour. The study incorporated existing literature to develop a conceptual framework, which was tested to determine the relationships between social media advertising and consumer purchasing behaviours in Ghana. Additionally, the study sought to determine the mediating effect of buying intentions on consumer behaviours. In order to achive this, the study used quantitative data collected using the non-probability approach, specifically random sampling. A sample size of 156 respondents between the ages of 18-60 years. After data collection, SPSS was used to analyse the data using both descriptive and inferential statistical approaches. The findings concluded that it is reasonable to believe that buyers are hardly influenced by internet reviews, especially when they are critical of a product and what affiliations it has to the said brand.
Undergraduate thesis submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2022
Agyekum, O., Martina. (2022). The Influence of Social Media on Consumer Buying Behaviour: The Case of Ghana’s Cosmetic Industry. Ashesi University.