Effect of Social Media Marketing on Customer’s Choice of Product: a Case Study of Products on Jumia

This study examines the impact Effect of Social Media Marketing on Customer’s Choice of Product. A Case Study of Products on Jumia among student of Faculty of Management Sciences, University of Ilorin, Ilorin, Nigeria. The specific objectives are to; (i) determine the impact of Facebook advert on customers ’interest of products on Jumia, (ii) examine the influence of Instagram content type on customers ’attention of products on Jumia, (iii) describe the impact of YouTube leads on customers’ desire of products on Jumia (iv) know the contribution of blogs post on customers’ action of products on Jumia. The researcher determined the sample size to use from the population of student of Faculty of Management Sciences, University of Ilorin. The sample size of this study was systematic sampling method and 362 respondents were selected to achieve the study objective. Total number of three hundred and sixty two (362) copies of questionnaire were distributed and only three hundred and four (304) were returned from the respondents. The responses to the questionnaire were analyzed using SPSS and hypotheses were tested using linear regression at 0.005 significance level. Findings revealed that there is significant relationship between facebook advert and customer’s interest, there exist a strong relationship between Instagram content type and customer attention, YouTube leads maintain relationship with customer desire while 82.2% of the variations in customers desire is explained by organisation youtube advertising and also blog posts accounts for in the total variance of customer’s action. Overall, the study concludes that Facebook, Instagram, YouTube, and blog advertising are effective tools for enhancing customer acceptance and engagement on Jumia. and the study recommends that Jumia should continue to use facebook advertising to influence customer interest and they should use it effectively so that their customers would be able to show more interest in the product that is being promoted and also make sure that the information provided is well structured and meet up with customer in order to influence their action. Jumia should continue to update product features and information on their YouTube channel and Instagram as this makes customers desire for more of the Jumia product and drives their attention. They should also make sure that the information provided on blog posts is well structured and meet up with customer in order to influence their action.