The effect of social media marketing on purchase intention among kwame nkrumah university of science and technology students
| dc.contributor.author | OBENG NANA AKUA TWUMASIWAAH | |
| dc.date.accessioned | 2024-01-15T12:48:43Z | |
| dc.date.available | 2024-01-15T12:48:43Z | |
| dc.date.issued | 2023 | |
| dc.description | Thesis submitted to the department of marketing in partial fulfillment of the requirements for the award degree of mba in marketing | |
| dc.description.abstract | This research study investigates the impact of social media marketing activities on the purchasing intentions of students at Kwame Nkrumah University of Science and Technology (KNUST). Employing a mixed-methods approach that combines quantitative surveys and qualitative interviews, the study explores the influences of various components of social media marketing on students' online shopping behaviors. The findings reveal that entertainment, interaction, trendiness, customization, and advertising are significant factors shaping students' attitudes and intentions towards online purchases. Entertainment content fosters positive perceptions of online shopping, trendiness enhances perceptions of product quality, interaction builds trust, customization personalizes recommendations, and advertising persuades purchase intentions (Das, 2019). The ubiquity of social media usage among students highlights the importance of these platforms in information-seeking and decision-making processes. However, challenges related to privacy, content credibility, and information overload emerge as crucial concerns. The study underscores the coexistence of social media and traditional marketing channels and advocates for a balanced approach that leverages the strengths of both mediums. The conclusions drawn emphasize the need for personalized and authentic content, consumer insights, digital literacy, data privacy measures, and a commitment to ethical marketing practices. Recommendations are provided to guide businesses, educators, and policymakers in harnessing the potential of social media marketing while navigating its evolving landscape responsibly. | |
| dc.identifier.uri | https://ir.knust.edu.gh/handle/123456789/15155 | |
| dc.language.iso | en | |
| dc.publisher | KNUST | |
| dc.title | The effect of social media marketing on purchase intention among kwame nkrumah university of science and technology students | |
| dc.type | Thesis |