Browsing by Author "Haregeweyn Kassa"

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    Effect of Social Media Advertising on Customer Buying Behavior in case of Addis Ababa University School of Commerce Current Students
    (Addis Ababa University, 2024-07) Haregeweyn Kassa; Getie Andualem (PhD)
    The objective of this study was to investigate the effects of social media advertisement on consumer buying behavior in case of current students of school of commerce, Addis Ababa xi University (AAU). The study adopted descriptive as well as explanatory research design. The study collected primary data through a questionnaire. The study sample in terms of the respondents covered 194 students, which were selected based on connivance sampling method. The data was analyzed using Statistical Package for Social Sciences (SPSS) version 22. The study found that perception of respondents concerning their buying behavior has a grand mean score of 2.94, indicating that most of respondents had moderate level of buying behavior. More so, the findings of the study revealed that there is positive and high correlation between the four social media advertisements constructs (entertainment, familiarity, social imaging and advertisement spending) and buying behavior. The result of regression also indicates that all four predictor variables have statistically significant effect on buying behavior. The four independent variables studied were explain 64.3% of variation in buying behavior as represented by the R² value. Thus, it can be concluded that social media advertising has a positive influence on consumer buying behavior. Therefore, in order to successfully influence consumer buying behavior, the study recommend social media marketer to give particular attention to the quality of entertainment, familiarity, social imaging and advertisement spending of social media advertising campaign. Key Words: Consumer Buying Behavior, Entertainment, Familiarity, Social Imaging, Advertisement Spending