EFFECT OF SOCIAL MEDIA ON IMPULSE BUYING BEHAVIOR IN ETHIOPIA: THE CASE OF SELECTED CUSTOMERS IN ADDIS ABABA

Abstract

Buying behavior tends to adopt a certain pattern: need identification, search between alternatives, buy and post-buy evaluation. These patterns have been viewed as rational because they are based on certain principles. Any other buying behavior that is not within this pattern can be considered impulsive. This behavior is in fact affected by various factors one of which is social media. Hence the main objective of this study was to analyze the effect of social media on impulse buying behavior in Ethiopia: the case of selected customers in Addis Ababa. The research design was descriptive in nature. In the beginning respondent‘s demography and descriptive analysis of the major variables was conducted. Afterwards, Regression Analysis was used to find the relationship between the variables (Website Quality, Trust, Situational Variables and Variety Seeking). The primary research data was collected through a structured questionnaire distributed to 384 customers (320 was received back) and SPSS software was used for analysis purposes. The results of the analysis showed that Social Media have a positive and significant relationship impact on Impulsive Buying Behavior of customers. Therefore, marketers should understand the importance of social media for encouraging the impulsive buying of consumers.