INFLUENCE OF SOCIAL MEDIA MARKETING AND MOBILE MESSAGES ON YOUTH BUYING BEHAVIOUR

Abstract

The study examined the influence of social media marketing and mobile message marketing on youth buying behaviour making use of the Analytic Hierarchy Process (AHP) model while evaluating how digital tools influences buying behaviour as well as to determine the most important variable among the sub-variable of social media marketing and mobile message marketing. In order to achieve the objective, a cross-sectional survey method was employed using a descriptive research design. The study used a convenient sampling technique for selecting respondents among correspondence in three local governments' areas of interest within Lagos metropolis. A total of 300 copies of questionnaires were administered out of which 200 were returned, indicating a 68% response rate. Out of the returned questionnaire, 120 was correctly completed and found to be valid and useful in line with AHP analysis. The data collected were analyzed using AHP based Microsoft excel for generating criteria rates and scores based on pairwise comparison of criteria and alternatives, using a ratio scale measurement. The finding reveals for social media marketing, the user is more influenced by Instagram marketing platform with a weighted average of 17.4 percent followed by Facebook marketing platform (FMP) and WhatsApp marketing platform which has 16percentand 15.7percentrespectively. The least among the influencer in the social media criteria is Snapchat marketing platform with a weighted average of 11.3percent. Within the mobile messages criteria, the privacy of personal information (PPI) slightly edge over personal relevant of advert (PRA) with 0.002percentto attain the most important need of buyers from the angle of mobile message while; visualization of the offer was prescribed the less important