INFLUENCE OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR LAGOS STATE, NIGERIA

The research looked at Toyota’s social media advertising and purchasing habits. The study selected 450 Toyota car dealers from all car dealers in Ikorodu, Lagos state, using a survey design and purposive sampling technique. The data was collected from the respondents using a well-designed questionnaire that was found to be valid and reliable. The Pearson correlation analysis was used to analyse the data collected through the administration of the questionnaires. The results showed that there is positive and significant relationship between social media channels and consumption pattern (r=0.772; p<0.05). Social media awareness and referrals
(r=.896; p<0.05).Social media communication and Purchase decision making (r=0.772; p<0.05). According to the findings, social media advertising has a significant Influence on Toyota brand vehicle purchasing behaviour. Companies should conduct a comprehensive online market research to study the market for effective social media decision and strategy to later improve manufacturing sales by satisfying their customers, according to the study’s findings. Marketing and sales managers should receive adequate training on the most recent social media platforms used by the majority of consumers, as this will enable them to establish
effective relationships that will increase customer interest and company sales; Companies should be more open and fast in terms of providing information, answering questions, and solving problems for consumers. Marketing and sales managers should employ well-thought-out social media strategies that will help them improve sales and competitiveness; companies should reduce the perceived risk consumers have on them by being more open and fast in terms of providing information, answering queries, and solving problems for consumers.