The Influence of social media on consumer purchase decisions within Nairobi county, Kenya

Simple item page
dc.contributor.authorKalunde, M.
dc.date.accessioned2025-11-04T13:31:57Z
dc.date.available2025-11-04T13:31:57Z
dc.date.issued2025
dc.descriptionFull - text undergraduate research project
dc.description.abstractThis research assessed the impact of social media on consumer buying behavior within the context of Nairobi County, Kenya, focusing on how different elements of social media influence consumer decision-making. Using a practical realism approach, the study combined quantitative surveys and qualitative interviews to provide comprehensive insights. A sample of approximately 400 active social media users aged 18 and above was selected via stratified random sampling. Data collection tools included questionnaires measuring social media adve1iising, information flow, and influencer impact, alongside interviews exploring purchase motivations. Validity and reliability were ensured through expert reviews and Cronbach 's Alpha testing. Data analysis utilized SPSS and STAT A for statistical correlations and thematic interpretation of qualitative findings. Key findings highlighted the significant role of platforms like Instagram and Facebook, with video ads, testimonials, and peer reviews as major influences. Younger consumers (18-29 years), particularly those educated and tech-savvy, were most responsive to visually appealing content and promotional offers. Authentic user-generated content and relatable influencers were pivotal in driving trust and purchase decisions. The study concluded that social media marketing is crucial for businesses targeting younger audiences, emphasizing creative, authentic, and promotional content. Recommendations included optimizing social media ads, leveraging UGC, and collaborating with credible influencers. Future research directions proposed exploring regional and industry-specific social media impacts, long-term effects on brand loyalty, and evolving dynamics of consumer behavior in digital spaces.
dc.identifier.citationKalunde, M. (2025). The Influence of social media on consumer purchase decisions within Nairobi county, Kenya [Strathmore University]. http://hdl.handle.net/11071/15824
dc.identifier.urihttp://hdl.handle.net/11071/15824
dc.language.isoen
dc.publisherStrathmore University
dc.titleThe Influence of social media on consumer purchase decisions within Nairobi county, Kenya
dc.typeThesis
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
The Influence of social media on consumer purchase decisions within Nairobi County, Kenya.pdf
Size:
16.79 MB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
BCOM Research Projects (2025)