The effects of Social Media Marketing on Consumers Buying Decision Making Processes evidence from College of Business and Economics Students, Bahir Dar University, Ethiopia

Tsadiku Setegne Dessie, Abaynesh Degu Bayile, Ahmed Mohammed Yimer, Mekdes Birara Amera


The study's main objective was to investigate the effects of social media marketing on Consumers buying decision-making processes. Specifically, an explanatory research design was employed to examine the impact of social media Ads, social media WOM, users’ presence period on social media, users’ exposure time on social media, users’ number of social media accounts, and users’ level of trust in social media on consumers buying decision-making processes. To achieve the study's objective, the primary data was collected from a sample of 279 students of the College of Business and Economics at Bahir Dar University through a questionnaire by applying convenience sampling techniques. The collected data from sample students were analyzed using descriptive statistics such as frequency percentage & mean and inferential statistics such as correlation and multiple regression on the SPSS version 23 software package. The study revealed and concluded that Electronic Word of Mouth (E-WOM), Users' Presence Period, Social MediaAds, Users' level of trust, and Users' exposure time have a statistically significant favorable influence on consumers buying decision-making processes. In contrast, users’ number of social media account were not a statistically significant factor in determining consumer buying behavior. Finally, the study recommended that marketers should have to; use affiliate marketing, align themselveswith other trusted brands, publications & influencers/opinion leaders, keep open and honest communication on social media, and offer different benefits such as after-sales service to the customer to generate positive word of mouth and should have to use the right combination of video, photo, banners, model, and creator of social media that will encourage prospective consumers to purchase.


Electronic Word of Mouth (E-WOM), Users' Presence Period, number of Social media accounts, Social Media Ads, Users' level of trust, Users' exposure time, , Social media, consumers buying decision making process.

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Copyright (c) 2023 Tsadiku Setegne Dessie, Abaynesh Degu Bayile, Ahmed Mohammed Yimer, Mekdes Birara Amera

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International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

DOI: 10.54663/2182-9306

Qualis Periódicos - CAPES: B2



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