Managing Social Media Marketing Variables and Consumer Purchase of Electronics Products in Anambra State, Nigeria.

Abstract

This study examines the impact of managing social media marketing variables on consumer purchase decisions of electronics products in Anambra State, Nigeria. The specific objectives include evaluating the effect of social media content quality on consumer purchase decisions, examining the influence of social media post frequency on consumer trust and purchase behavior, and investigating the effect of online customer services on consumer purchases. The conceptual review highlights key social media marketing variables such as content quality, engagement, frequency, and digital trust, which significantly shape consumer behavior. The study is anchored on the Unified Theory of Acceptance and Use of Technology (UTAUT2), which explains the adoption and influence of digital marketing strategies on consumer decisions.The study adopts a descriptive survey research design, utilizing a census survey of 300 electronic dealers in Anambra State. Data were collected through structured questionnaires and analyzed using correlation analysis in SPSS version 26. The findings reveal that social media content quality has a significant positive effect on consumer purchase decisions (r = 0.725, p = 0.000), social media post frequency significantly influences consumer trust and purchase behavior (r = 0.689, p = 0.000), and online customer services positively affect consumer purchases (r = 0.741, p = 0.000). The study concludes that businesses that optimize social media marketing variables can enhance consumer trust and increase purchase rates. It recommends investing in high-quality content, maintaining a consistent social media posting schedule, and improving online customer service responsiveness to boost consumer engagement and sales.