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The main objective of this study was to assess the influence of social media on youth online purchasing intention at the University of Dar es Salaam. Specifically, to examine the contribution made by adverts design on influencing youth online purchasing intention, to analyze how Electronic Word of Mouth information on social media influences youth online purchasing intention and to access how urgency of service delivery influences youth online purchasing intention.
The study applied descriptive research designs, particularly the case study. Data was collected through questionnaire methods. Data obtained were analysed by using both qualitative and quantitative approaches. In the qualitative approach, information was presented in a narrative form using measures of central tendencies such as mean, median and mode while quantitative data was presented in charts and tabular form.
The study demonstrates that large number of the respondents conceded that consideration from the adverts configuration has impacting youth web based acquiring goal. Discoveries delineated that, out of the 235 respondents, just 142 proportional to 82 percent of the respondents conceded they got message through Electronic Word of Mouth whereby various sorts of messages were sent to them with respect to specific respondents.
The discoveries have built up that since online life systems are utilized for both social associations and showcasing purposes; it has prescribed that organizations that desire to advance their items through internet based life, look for elective methodologies that join straightforwardness in data, and animate verbal correspondence among clients, creating a more noteworthy effect on the buy choices of clients. |
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