The influence of social media on consumers buying behaviour: A casestudy of instagram

This research sought to explore and discover the Influence of Social media on Consumer Buying behavior, which is a determinant of customer retention. Instagram was the Case Study of this research. In specific terms, the research sought to: (i) To determine the impact of Instagram Ads on consumer buying behavior (ii) To determine the influence of Instagram reviews on consumer purchasing decisions. (iii) To investigate the relationship between Information on Instagram and consumer behavior The data analyzed in the course of this study were sourced from Two hundred (200) respondents within Lagos State, Nigeria using well-structured questionnaires. Qualitative data was also sourced from several books, journals, magazines, and online resources, all duly referenced. Data analysis was carried out using regression analysis and exploratory factor analysis. The results of this study and the analysis of findings shows that Instagram has a notable influence on consumer buying behavior. The study recommends that more businesses should leverage Instagram as a means of sharing information about their brands and services to the teeming number of social media users who use the social media platform for information sourcing.