Role of Social Media Marketing on Consumer Buying Perception (a Case Study of Jumia Osogbo Nigeria)

Consumer behavior can be said to be an act of trying to learn further how products, services, experiences and ideas are selected, protected, used and discarded by individuals, groups or organisations. it helps in the evaluation of the investments associated with CRM. It is important to forecast consumer behaviour because understanding customer loyalty will improve Customer Relations Management (CRM). The objectives of the study were; to determine the impact of content quality on consumer buying perception, to investigate the influence of digital trust on consumer buying perception, and to evaluate the influence of customization on consumer buying perception. The population of the study hereby used of random sampling techniques. For the purpose of the study, the population of the study comprises of numbers of customers that patronize Jumia Nigeria Osogbo retail offices which was twenty five. (Source sales record as at the time of carrying out this research). This descriptive research was used to examine the necessary procedure used in estimating and obtaining this result. The researcher used questionnaire and oral interviews in gathering information. Analysis of the data indicated that consumer engagement strategies and content relevance play a crucial role in driving consumer behavior on content qualiy and digital trust. Respondents expressed a preference for personalized messages, exclusive offers, interactive content (such as polls or quizzes), and visually appealing product presentations. This suggests that businesses should focus on creating compelling, relevant, and interactive content tailored to each platform to effectively influence consumer behavior and drive conversions. The findings of this study highlight the substantial impact of social media on consumer buying behavior in the contemporary digital landscape. Content emerged as a pivotal communication channel, facilitating real-time interactions between consumers and sellers, information sharing, and decision-making processes. Its convenience and immediacy contribute significantly to shaping consumer preferences and purchase decisions.