Analyzing The Impact Of Social Media On Consumer Behaviour In Ghana’s Online Shopping Market
DOI:
https://doi.org/10.64252/vt3k9z90Keywords:
Social Commerce, E-Commerce Developments, Consumer Preferences, Online Trustworthiness, Technology Adoption, Buying Habits, Market Dynamics, Customer Experience, Data Integrity.Abstract
This study looks at how social media and new technology usage shape consumer buying behaviour in Ghana’s online fashion market. We gathered insights from 551 respondents using structured questionnaires shared through WhatsApp, Facebook, and email. The research focused on key aspects like social media interactions, purchasing behaviour, product recommendations, payment preferences, trust in online sellers, and customer satisfaction.
The results revealed that social media plays a major role in inducing buying decisions, but its influence is not the same across all product types. Some communications with online retailers encouraged purchases, while others discouraged them, showing how complex social influence can be. Using Structural Equation Modeling (SEM) and SPSS, a validation of the hypotheses had a Cronbach’s Alpha of 0.769 confirming strong reliability.
While this study offers useful insights, it is limited to one industry in Ghana. Future research should explore other industries and an extensive range of consumers for a more complete picture. Despite these limitations, the study provides valued insight for businesses considering enhancing their digital marketing strategies, strengthening customer trust, and increasing engagement in Ghana’s fast-growing online shopping market.
