Abstract:
The title of this dissertation is the influence of social media advertising on consumer
purchase intention and buying behaviour amongst youth in Limpopo Province. The
quantitative research approach was applied in this study to investigate how social media
advertising influences purchase intention and buying behaviour among consumers
especially the youth in Mopani (Giyani and Tzaneen) and Capricorn (Polokwane and Ga Mothapo) Districts. Structured questionnaire was distributed to the target audience to get
knowledge regarding their experiences and views on the influence of social media
advertising during shopping. The sample size was 384 respondents. Data for this study
were analysed through SPSS software. Analysis methods such as multiple regression,
regression and correlation were used to test the influence of social media advertising on
consumer purchase intention and buying behaviour. The study found that advertising
brands through social media platforms are capable of influencing, attracting, and
providing trusted information about the product quality among consumers. The study also
revealed that there is strong correlation between social media advertising and youth
purchase intentions. Moreover, social media advertising influences the youth to a point
where purchase intention is developed. Out of 384 respondents 371 youth were likely to
make a purchase on the same day of using social media advertising. Mostly, those who
are influenced by social media advertising spend more on purchases that are less
important to them.
The result shows that marketers use psychological, personal, and social factors to arouse
consumers’ interests. Customers with a positive attitude towards social media advertising
are likely to produce beneficial behavioural actions. The finding revealed that consumers
experience financial, social, emotional, and psychological effects after purchasing
products. The research also finds significant positive relationship between purchase
intention and buying behaviour due to the influence of social media advertising. In this
respect, brands sellers could benefit from this research by acquiring a better
understanding of social media marketing strategies. Based on the research findings, the
researcher recommends that marketers of brands employ social media marketing
activities to increase customers purchase intention and buying behaviour.
