Social Media Platforms and Online Buying Behaviour Among University Students in Ibadan, Nigeria

Abstract

This study is still in progress. It is investigating influence of social media platforms on consumer online 
buying behaviour among university students in Ibadan. It will fill research gap by examining the impact 
of social media on purchasing habits of students at the University of Ibadan and Lead City University, 
Ibadan. The study will highlight the transformative roles of social media platforms in communication 
and business practices, emphasizing the need for evidence on university students' online buying 
behaviours. Factors shaping online buying behaviour, especially social media engagement, trust, 
perceived risk, product information, and peer influence, with extensive literature will be reviewed to 
provide support for the study. The study will hinge on Technology Acceptance Model (TAM), Theory of 
Planned Behaviour and Theory of Reasoned Action (TRA). Findings and discussions will present 
results on the impact of social media platforms on online buying behaviour. Findings will also critically 
discuss their implications within the context of the literature reviewed and theoretical framework. The 
summary of the study will provide a concise overview of the main research findings, implications, and 
potential limitations. The conclusion will be expected to emphasize the significance of social media 
platforms in shaping consumer online buying behaviour and offer practical implications for marketers 
and businesses. Suggestions for future research will include exploring different demographic groups, 
conducting cross-cultural studies, and examining roles of specific social media platforms to further 
enhance our understanding of consumer behaviour in this digital age.