Impact of Social Media Marketing on Customers Purchase Decision of Selected Online Super Stores in Lagos, Nigeria

Abstract

This study evaluated the way social media marketing shapes purchase decisions of customers in selected online superstores in Lagos Nigeria. The survey research involved random selection of 397 University of Lagos students using stratified sampling methods. Self-administered questionnaires combined with secondary sources served as the data collection methods. The statistical analysis used SPSS version 22 to apply descriptive statistics and frequency analysis and multiple linear regression for determining how social media marketing affects customer, purchase decision. The research findings demonstrated that social media marketing heavily impacts the purchasing decisions of customers. Among respondents 96.2% demonstrated knowledge about online marketing platforms mostly using Jumia and Jiji platforms for their business needs. A regression statistical analysis found three key factors which impacted purchasing decisions by customers: easy system navigation, knowledge of internet marketing platforms and promotional discounts. Data from multiple regression modelling indicated 87.8% of variance in online business patronage stemmed from these particular factors while ANOVA (F = 0.001) showed evidence of statistical significance for these predictors as they affected customer purchase decision. The analysis showed ease of use as an independent variable (B = 0.088, p= 0.037) together with discount pricing (B = 0.190, p = 0.048) that positively affected online customer purchase decision. The study concluded that social media marketing increases purchase decisions for customers in Lagos's online superstores and therefore recommends that online superstores should maximize their social media outreach while they also optimize interface designs and implement discounted pricing structures to increase customer participation. Focusing on consumer protection alongside secure platforms creates a foundation of trust that drives sustained patronage. The best practices implemented by Jumia and Jiji together with other leading platforms present opportunities to improve digital marketing strategies for a competitive online market.