Research Article

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

Ibrahim Khalid Inusa1*, Okpara Jude Arinzechukwu2, Hassan John Sunday3
1 Department of Business Administration and Management, Federal Polytechnic, Nya'k Shendam, Plateau State
2 Department of Marketing, Faculty of Management Sciences, University of Jos, Jos, Nigeria.
3 Department of marketing, University of Jos
* Corresponding author: ibrokhalid9@gmail.com
Published: Jul, 2025
Pages: 25-41

Abstract

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.

Keywords

Facebook Youtube Instagram consumer purchase

References

  1. Abiodun, A. O. (2011). The Impact of Advertising on Sales Volume of a Product A case study of Starcomms Plc, Nigeria.
  2. Acikgoz, F., and Burnaz, S., (2021). The influence of 'influencer marketing' on YouTube influencers, International Journal of Internet Marketing and Advertising, 15(2), 201-219.
  3. Anjana, S. S. (2018). A study on factors influencing cosmetic buying behavior of consumers. International Journal of Pure and Applied Mathematics, 118(9), 453-459.
  4. Akpan, C. S., Nwankpa, N. N., &Agu, V. O. (2015). Influence of Facebook advertisement on the buying behaviour of students of a Nigerian University. International Journal of Humanities and Social Science, 5 (7), 135-148.
  5. Al-Dhuhli, I., & Ismael, S. (2013). The Impact of social media on consumer buying behaviour. Unpublished Master's Project, Sultan Qaboos University.
  6. Bhakar, S., Bhakar, S., and Kushwaha, K. (2019). "The effectiveness of E-advertisement towards customer purchase intention: Indian perspective," in Proceedings of 10th International Conference on Digital Strategies for Organizational Success. Gwalior. doi: 10.2139/ssrn.3315066
  7. Benjamin, K. (2012). Instagram. Haymarket Business Publications, 25(23), 1.
  8. Berbegal-Mirabent, J., Mas-Machuca, M., & Marimon, F. (2016). Antecedents of online purchasing behaviour in the tourism sector. Industrial Management & Data Systems, 116(1), 87-102. [https://doi.org/10.1108/IMDS-05-2015-0213](https://www.google.com/search?q=https://doi.org/10.1108/IMDS-05-2015-0213)
  9. Bilal, G., Ahmed, M. A., & Shehzad, M. N. (2014). Role of social media and social networks in consumer decision making: A case of the garment sector. International Journal of Multidisciplinary Sciences and Engineering, 5(3), 1-9.
  10. Bocconcelli, R., Cioppi, M., & Pagano, A. (2017). Social media as a resource in SMEs' sales process. Journal of Business & Industrial Marketing, 32(5), 693-709. [https://doi.org/10.1108/JBIM-11-2014-0244](https://www.google.com/search?q=https://doi.org/10.1108/JBIM-11-2014-0244)
  11. Calder, M. and Schaedel, A. (2019). "Source memory for advertisements: The role of advertising message credibility", Memory & Cognition, vol. 49, pp. 32-45, 2019.
  12. Chang, J., & Lewis, C. (2009). Loyalty in media sharing websites: The case of Universal Music Group. Journal of Internet Business, 7, 20-41.
  13. Chaudhary, M., & Gupta, A. (2012). Children's influence in family buying process in India. Young Consumers, 13(2), 161-175. [https://doi.org/10.1108/17473611211233512](https://www.google.com/search?q=https://doi.org/10.1108/17473611211233512)
  14. Choong, L. H. (1998). The theory of reasoned action applied to brand loyalty. Journal of Product 7(1), 51-61.[https://doi.org/10.1108/10610429810209737](https://www.google.com/search?q=https://doi.org/10.1108/10610429810209737)
  15. Darban, A., & Li, W. (2012). The impact of online social networks on consumers' purchasing decision: The study of food retailers'. Master), Jönköping, Jönköping University.
  16. Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in human behavior, 59, 165-172.
  17. Duffett, R. G. (2015). Facebook advertising's influence on intention-to-purchase and Brand purchase amongst Millennials. Internet Research (Vol. of & 25). 69 [https://doi.org/10.1108/IntR-01-2014-0020](https://www.google.com/search?q=https://doi.org/10.1108/IntR-01-2014-0020)
  18. Duque, G., San Antonio, D., & Brazil, L. (2017). A correlational study on social media involvement and parental relationship among students of Asia Pacific College. Presented at the DLSU Research Congress 2017 De La Salle University, Manila, Philippines.
  19. Etikan, I., & Babtope, O. (2019). A basic approach in sampling methodology and sample size calculation. Med Life Clin, 1(2), 50-54. 9.
  20. Forsberg, A., & Rantala, A. (2020). The Being Taken Seriously Questionnaire-Development and Psychometric Evaluation of a PREM Measure for Person-Centeredness in a High-Tech Hospital Environment. International Journal of Environmental Research and Public Health, 17(8), 2660.
  21. Gill, S. L. (2020). Qualitative sampling methods. Journal of Human Lactation, 36(4), 579-581.
  22. George, J. F. (2004). The theory of planned behavior and Internet purchasing. Internet Research, 14(3), 198-212. [https://doi.org/10.1108/10662240410542634](https://www.google.com/search?q=https://doi.org/10.1108/10662240410542634)
  23. Harris, C. G. (2012). An Evaluation of Search Strategies for User-Generated Video Content. Proceedings of First International WWW Workshop on Crowdsourcing Web Search. Lyon, France.
  24. Hegner, S. M., Fenko, A., & Teravest, A. (2017). Using the theory of planned behaviour to understand brand love. Journal of Product & Brand Management, 6(1), 26-41. [https://doi.org/10.1108/JPBM-06-2016-1215](https://www.google.com/search?q=https://doi.org/10.1108/JPBM-06-2016-1215)
  25. Humphrey Jr, W. F., Laverie, D. A., & Rinaldo, S. B. (2017). Brand choice via incidental social media exposure. Journal of Research in Interactive Marketing, 11(2), 110-130. [https://doi.org/10.1108/JRIM-04-2016-0025](https://www.google.com/search?q=https://doi.org/10.1108/JRIM-04-2016-0025)
  26. Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product Brand Management, 22(5/6), 342-351. [https://doi.org/10.1108/JPBM-05-2013-0299](https://www.google.com/search?q=https://doi.org/10.1108/JPBM-05-2013-0299)
  27. Instagram Aboutus, (2016). Instagram 1,2016, Retrieved February 2017from [https://www.instagram.com/about/us/](https://www.instagram.com/about/us/)
  28. Jargalsaikhan, T., & Korotina, A. (2016). Attitudes towards Instagram micro-celebrities and their influence on consumers purchasing decisions. Unpublished dissertation, Jonkoping University.
  29. Kaur, K., Salome, S., & Muthiah, S. (2014). The influence of social media on the consumer decision making process amongst university students in Malaysia. Retrieved from: [https://www.researchgate.net/publication/278021956_The_Influence_of_Social_Media_on_the_Consumer_Decision_Making_Process_Amongst_University_Students_in_Malaysia](https://www.researchgate.net/publication/278021956_The_Influence_of_Social_Media_on_the_Consumer_Decision_Making_Process_Amongst_University_Students_in_Malaysia)
  30. Lee, Y.-K., Kim, S. Y., Chung, N., Ahn, K., & Lee, J.-W. (2016). When social media met commerce: a model of perceived customer value in group-buying. Journal of Services Marketing, 30(4), 398-410. [https://doi.org/10.1108/JSM-04-2014-0129](https://www.google.com/search?q=https://doi.org/10.1108/JSM-04-2014-0129)
  31. Lin, C. A., & Xu, X. (2017). Effectiveness of online consumer reviews. Internet Research, 27(2), 362-380. [https://doi.org/10.1108/IntR-01-2016-0017](https://www.google.com/search?q=https://doi.org/10.1108/IntR-01-2016-0017)
  32. Mwaisaka, F. W. (2017). The influence of social media on the consumer decision making process in the cosmetic industry in Nairobi County, Kenya (Doctoral dissertation, University of Nairobi).
  33. Nyagucha, M. A. (2017). Impact of Social Media on Consumer's Decision Making Process among the Youth in Nairobi (Doctoral dissertation, United States International University-Africa).
  34. O'Connor, F. (2016). 'Millenials & Youtube': An investigation into the influence of user generated video content on the consumer decision making process (Doctoral dissertation, Dublin, National College of Ireland).
  35. Ochieng, K. M. (2012). The effectiveness of social media advertising on college going social network site users: A survey of the University of Nairobi Students. Unpublished MA Project, University of Nairobi.
  36. Ogunyombo, O., Oyero, O., & Azeez, K. (2017). Influence of social media advertisements on purchase decisions of undergraduates in three Nigerian Universities. Journal of Communication and Media Research, 9(2), 244-255.
  37. Pace, S. (2008). YouTube: An opportunity for consumer narrative analysis? Qualitative Market Research: An International Journal, 11(2), 213-226.
  38. Parsons, H. (2017). Does social media influence an individual's decision to visit tourist destinations? using a case study of Instagram (Doctoral dissertation, Cardiff Metropolitan University).
  39. Raice, S. & Spencer, A. E. (2012). Insta-Rich: $1 Billion for Instagram --- Facebook Inks Its Biggest Deal Ever; Neutralizes Threat from a Hot Photo Start-Up, Wall Street Journal, 1.
  40. Reis, E. (2015). Influencing factors on consumer buying behaviour of luxury goods: A research on the buying behaviour of young consumers in Finland. Unpublished Project, Turku University of Applied Sciences
  41. Richard, J. E., & Guppy, S. (2014). Facebook: Investigating the influence on consumer purchase intention. Asian Journal of Business Research, 4(2), 1-10.
  42. Rondán-Cataluña, F. J., Arenas-Gaitán, J., & Ramirez-Correa, P. (2015). Travel buying behavior in social network site users: to buy online vs. offline. Journal of theoretical and applied electronic commerce research, 10(1), 49-62.
  43. Rahman, M. M., Tabash, M. I., Salamzadeh, A., Abduli, S., & Rahaman, M. S. (2022). Sampling techniques (probability) for quantitative social science researchers: a conceptual guidelines with examples. Seeu Review, 17(1), 42-51
  44. RVSPK, R., Priyanath, H. M. S., & Megama, R. G. N. (2020). Methods and rules-of-thumb in the determination of minimum sample size when applying structural equation modelling: A review. J Soc Sci Res, 15(2), 102-109
  45. Senthilkumar, S., Ramachandran, T., & Anand, S. (2013). The influence of electronic word-of-mouth over Facebook on consumer purchase decisions. International Journal of Management, 4(3), 1999-208.
  46. Shao, W., & Ross, M. (2015). Testing a conceptual model of Facebook brand page communities. Journal of Research in Interactive Marketing, 9(3), 239-258. [https://doi.org/10.1108/JRIM-05-2014-0027](https://www.google.com/search?q=https://doi.org/10.1108/JRIM-05-2014-0027)
  47. Todua, N., & Jashi, C. (2015). Some aspects of social media marketing (Georgian Case). International Journal of Social, Behavioral, Educational, Economic and Management Engineering, 9(4), 1160-1163.
  48. Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344. [https://doi.org/10.1108/MIP-04-2013-0056](https://www.google.com/search?q=https://doi.org/10.1108/MIP-04-2013-0056)
  49. Uttley, J. (2019). Power analysis, sample size, and assessment of statistical assumptions Improving the evidential value of lighting research. Leukos.15(2-3), 143-162.
  50. Vähäjylkkä, M., & Lepistö, E. J. (2017). YouTubers' impact on viewers' buying behavior. Unpublished Research Project, JAMK University of Applied Sciences.
  51. Waithaka, M. W. (2013). internet use among university students in Kenya: A case study of the University of Nairobi. Unpublished MA Project, University of South Africa. 7273
  52. Wang, C. (2015). Do people purchase what they viewed from YouTube? The influence of attitude and perceived credibility of user-generated content on purchase intention (Doctoral dissertation, The Florida State University).
  53. Woo, J., Ahn, J., Lee, J., & Koo, Y. (2015). Media channels and consumer purchasing decisions. Industrial Management & Data Systems, 115(8), 1510-1528. [https://doi.org/10.1108/IMDS-02-2015-0036](https://www.google.com/search?q=https://doi.org/10.1108/IMDS-02-2015-0036)
  54. Yüksel, H. F. (2016). Factors affecting purchase intention in Youtube videos. Bilgi Ekonomisi ve Yönetimi Dergisi, 11(2), 33-47.
  55. Zhang, T. (Christina), Abound Omran, B., & Cobanoglu, C. (2017). Generation Y's positive and negative eWOM: use of social media and mobile technology. International Journal Contemporary Hospitality Manage.
How to Cite

Inusa, I. K., Arinzechukwu, O. J., & Sunday, H. J. (2025). Role of Social Media Marketing Tools on Purchase of Infinix Smartphone Amongst Students of Marketing Department in University of Jos, Nigeria.. Management Sciences Horizon Journal, 1(1), 25-41.

I. K. Inusa, O. J. Arinzechukwu, and H. J. Sunday, "Role of Social Media Marketing Tools on Purchase of Infinix Smartphone Amongst Students of Marketing Department in University of Jos, Nigeria.," Management Sciences Horizon Journal, vol. 1, no. 1, pp. 25-41, July 2025.

Share this article:
Facebook X / Twitter LinkedIn
Download PDF View Full Text (PDF) Back to Articles