Role of Social Media Marketing Tools on Purchase of Infinix Smartphone Amongst Students of Marketing Department in University of Jos, Nigeria.

The main objective of the study is to examine the role of social media marketing on consumer purchase of infinix smartphone amongst students of marketing department in University of Jos. Quantitative research method is the most appropriate approach to address the objectives of the study which is in line with expert advice, hence this study therefore adapts to survey research design which involves the collection of data from a sample population, while the population of the study comprises entire population of students in Marketing Department which is 546 students, while a structured questionnaire was used to obtained data from 482. The study employed multiple regressions analysis which was used in the testing the relationship between consumers purchase (dependent variable), social media platform, Facebook, Youtube and Instagram (independent variables) which was used on Statistical Packages for social sciences IBM (SPSS) 26. The results indicate that there is a positive and significant relationship between facebook, youtube and instagram on consumer purchase. The study concludes that facebook, youtube and instagram have a significant effect on consumers purchase of infinix smartphone amongst students of marketing department in University of Jos and recommend that business owners should regularly make use of facebook, youtube and instagram to reach their customers because it increases purchase of infinix smartphone amongst students of Marketing Department in University of Jos.