The Influence of Social Media on Consumer Buying Behavior. In the Nigerian Brewing Industry

      Аннотация: This transformative book unveils the intricate interplay between Online Social Media (OSM) and Electronic Word of Mouth (EWOM) within the Nigerian beer industry. Delving deep into the heart of consumer purchasing behaviour, it presents a comprehensive exploration of how these digital forces reshape brand choices in this vibrant market.The genesis of this research stems from a critical gap — the lack of clarity on the exact impact of social media on beer preferences within the Nigerian context. Prior studies fixated on traditional media and diverse variables, from peer pressure to income levels, leaving a void in understanding the nuances of social media's role. This book bridges this chasm by investigating these digital realms, painting a holistic picture of consumer decision-making.Employing the innovative Snowball sampling method, we will weave insights into the realm of consumer choices. These threads, were meticulously collected through JISC Online surveys, form a tapestry of perspectives from 96 consumers and 11 marketing executives immersed in the Nigerian beer industry. The canvas created is then brought to life through SPSS statistical analysis and a Chi-Square test.

Ключевые слова: Influence, Social Media, consumer, buying behavior, Nigerian Brewing industry, Adedeji Adesoye, OSM, ewom, beer, digital forces, Brand Choices, Market