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The Influence of Social Media on Consumer Behavior in Sub-Saharan Africa: An Empirical Evidence from Ghana

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  • ANTWI AGYEI Bright

    (School of Business Administration, Zhongnan University of Economics and Law, China.)

  • BOADI Joana Ankobea

    (School of Business Administration, Zhongnan University of Economics and Law, China.)

  • NUNOO Linda Ofeibea

    (School of Business Administration, Zhongnan University of Economics and Law, China.)

  • MENSAH Cornelius Nii Odoi

    (School of Business Administration, Zhongnan University of Economics and Law, China.)

  • AMPEDU Raphael

    (School of Accounting, Zhongnan University of Economics and Law, China.)

  • MANG'ATI Frank Peter

    (School of Finance, Zhongnan University of Economics and Law, China.)

  • BOAKYE-BOATENG Gifty

    (Central University of Finance and Economics, China.)

Abstract

Social media network platforms have been widely accepted in Africa. Many policymakers argue that social media is a retarding factor of development dynamics of countries. Countries have developed ambiguous security reasons to ban and suppress social media accessibility. This paper seeks to examine how social media gears and steers the transactional behavior of consumers. Social media has a unique influence on the various stages of commodity transactions and the decision-making process. The prompt aim of the study is to explore the influence of social media on the purchase and interactive decisions of Ghanaian consumers. The study uses quantitative data analysis method to analyze survey data to achieve the objectives of this study. Overall, social media has a significant influence on consumer behavior in Ghana, particularly higher in the areas of information and commodity search as well as post-purchase decisions than in real-time purchase decisions.

Suggested Citation

  • ANTWI AGYEI Bright & BOADI Joana Ankobea & NUNOO Linda Ofeibea & MENSAH Cornelius Nii Odoi & AMPEDU Raphael & MANG'ATI Frank Peter & BOAKYE-BOATENG Gifty, 2024. "The Influence of Social Media on Consumer Behavior in Sub-Saharan Africa: An Empirical Evidence from Ghana," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 3102-3121, August.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:8:p:3102-3121
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    References listed on IDEAS

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