Impact of Instagram Ads Towards Consumer Behavior Among Youths: A Case of Congo Street Cloth Traders in Dar es Salaam, Tanzania.

Mayunga, David (2023) Impact of Instagram Ads Towards Consumer Behavior Among Youths: A Case of Congo Street Cloth Traders in Dar es Salaam, Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The study assessed the impact of Instagram Ads towards Consumer Behavior among Youths: A Case of Congo Street Cloth Traders in Dar es Salaam, Tanzania. The study was guided by the general objective of the research that was to assess the Impact of Instagram Ads towards Consumer Behavior among Youths in Tanzania. The study had specific objectives, which included; examining the extent in which youths are using Instagram, to identify the aspect of youths to use Instagram, to establish a relationship between the use of Instagram and purchasing tendency of youths, and also to examine the extent to which young people are affected by Instagram ads in their buying habits. The study used descriptive research design whereas a sample of 66 people were selected from Congo Street. From non-probability sampling, convenience sampling was used to select samples from data collection whereby the sample was selected conveniently because the area is busy with different business activities. The study used questionnaires and interviews as data collection methods. The study was guided by Media Marketing theory. Findings presented in graphs, tables and charts and analyzed by content analysis. Findings showed that Instagram ads have impacted youths in decision making, since more than 33% of the total respondents said they are affected in buying decisions, (30%) they mentioned that Instagram Ads increased consumer behavior among themselves and 37% of them said they are addicted with social media. The study concludes that youths are affected by Instagram ads as they are affected in their buying decision thus, with the advancement of technology nowadays business people should learn the better ways of using Instagram as a business tool to promote their products and attract customers while buyers should also know the proper use of social media Instagram being a case. The study recommends that the government should control the online businesses so that no one will be harmed, and the revenue will be easily collected. Keywords: Instagram, Instagram ads, consumer behavior, youths.

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