This study focuses on the effect of social media on consumer buying behavior of students in tertiary institution in Anambra state. The general objective is to determine the social media on buying behavior of consumers. The study employed the survey design. The population of the study was three hundred and ninety-five (395) respondents. The research instrument used for the study were tested and found valid and reliable. The research hypotheses were tested using multiple regressions with the help of SPSS version 20. Findings revealed that perceived ease of use of social media has more effects, followed by perceived usefulness and then perceived trust on consumer buying behavior in Tertiary Institution in Anambra State. Recommendations were given that the online marketers or e-retailers should perform a comprehensive online market research to formulate an active social media site that can be easy to use and operate. E-retailers or online vendors should impress e-consumers on the functionalities and usefulness of their website platform which improves on sales and their competitiveness. Companies and online mangers should create a delivery model which guarantees that orders made get delivered on time to secure and regulate online commercial environment thereby wining customer trust and excesses of online fraudster.
Social media, Consumer behavior, Social Networking Sites, Perceived ease of use, Perceived Usefulness and Trust
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