Influence of Social Media Marketing on Consumer Purchasing Intention: the Case of Dstv Company in Addis Ababa
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Date
2025-06-07
Authors
Bezawit Kebede
Journal Title
Journal ISSN
Volume Title
Publisher
A.A.U
Abstract
This research investigates the influence of social media marketing on consumer buying
intentions among DSTV subscribers in Addis Ababa, Ethiopia. With the extreme expansion of
digital platforms, firms more and more rely on social media to impact consumer behavior. Yet,
there is limited empirical research on how SMM influences subscription-based services within
emerging economies such as Ethiopia. This study addresses this gap by investigating five SMM
dimensions social media advertising, platform credibility, customer reviews and information
accessibility and how they influence purchase intentions. The study design employed was
quantitative in which data was collected from 352 DSTV customers using structured
questionnaires. Descriptive and inferential statistical analysis, correlation, and multiple
regression were employed to analyze the data using SPSS. The results indicated that there were
high positive relationships among all variables of SMM and purchasing intentions, wherein the
strongest was that of platform credibility and social media advertising. Online reviews of
consumers and informativeness also contributed, albeit less so. The study suggests that DSTV
and similar subscription based firms should focus on trust building via authentic platforms,
engage in optimal targeted advertising, and manage online reviews to enhance consumer
engagement and subscription levels.