The Influence of Social Media on Customer Purchasing Behaviour: A Case of Youth Instagram Users in Kinondoni Dar es salaam City.

Amlima, Mlalama Fortunatus (2025) The Influence of Social Media on Customer Purchasing Behaviour: A Case of Youth Instagram Users in Kinondoni Dar es salaam City. Masters thesis, The Open University of Tanzania.

PDF - Submitted Version Available under License Creative Commons Attribution. Download (631kB)

Abstract

This study investigates the influence of Instagram on customer purchasing behavior among youth aged 25 to 34 in Kinondoni, Dar es Salaam City. Many young adults who are active online use social networks in various ways, with Instagram becoming one of the most admired tools especially for brand search and product engagement. However, there exists a huge gap in assessing the influence of Instagram‟s nature, which is mostly visual, also the celebrities lurking in there, and how all this and more even helps the consumer make a decision in that specific area or context. The research, with a mixed-methods approach combining both quantitative and qualitative strategies was undertaken and questionnaires, interviews and focus group discussions were used. Yamane's formula was applied to a total population of 400 and a sample drawn from this population to show the attitudes towards Instagram, presentation of the features, and marketing effects on buying behavior. it is found out those visual aspects, the quality of images presented and their posted timing coupled with a friend‟s good feedback on Instagram, have been found to instill consumer liking and trust. Also, social media influencers promoted such strategies as providing monetary discounts, which increased consumers‟ purchase intentions. The research indicates that firms should include appropriate measures in their Instagram marketing campaigns through use of interactive imagery engaging customers, employing influencers and providing customers with enticing offers. There is need for the government to foster these endeavours by encouraging the population to be digitally literate. More longitudinal studies and studies that explores and compares the influence of Instagram on different groups of people in other regions are recommended. This study highlights the importance of Instagram in the current consumer landscape which assists in addressing several focus areas to the relative audiences. Keywords: Social Media, Customer purchasing Behaviour,Youth, Instagram

Actions (login required)

View Item