Dutch Journal of Finance and Management

The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe
Forbes Makudza 1 * , Cleopatra Mugarisanwa 2, Shingirai Siziba 1
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1 Manicaland State University of Applied Sciences, ZIMBABWE
2 Bindura University of Science Education, ZIMBABWE
* Corresponding Author
Research Article

Dutch Journal of Finance and Management, 2020 - Volume 4 Issue 2, Article No: em0065
https://doi.org/10.29333/djfm/9299

Published Online: 29 Nov 2020

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How to cite this article
APA 6th edition
In-text citation: (Makudza et al., 2020)
Reference: Makudza, F., Mugarisanwa, C., & Siziba, S. (2020). The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe. Dutch Journal of Finance and Management, 4(2), em0065. https://doi.org/10.29333/djfm/9299
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Makudza F, Mugarisanwa C, Siziba S. The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe. DUTCH J FINANCE MANA. 2020;4(2):em0065. https://doi.org/10.29333/djfm/9299
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Makudza F, Mugarisanwa C, Siziba S. The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe. DUTCH J FINANCE MANA. 2020;4(2), em0065. https://doi.org/10.29333/djfm/9299
Chicago
In-text citation: (Makudza et al., 2020)
Reference: Makudza, Forbes, Cleopatra Mugarisanwa, and Shingirai Siziba. "The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe". Dutch Journal of Finance and Management 2020 4 no. 2 (2020): em0065. https://doi.org/10.29333/djfm/9299
Harvard
In-text citation: (Makudza et al., 2020)
Reference: Makudza, F., Mugarisanwa, C., and Siziba, S. (2020). The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe. Dutch Journal of Finance and Management, 4(2), em0065. https://doi.org/10.29333/djfm/9299
MLA
In-text citation: (Makudza et al., 2020)
Reference: Makudza, Forbes et al. "The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe". Dutch Journal of Finance and Management, vol. 4, no. 2, 2020, em0065. https://doi.org/10.29333/djfm/9299
ABSTRACT
This paper examines the causal relationship between social media and consumer purchasing behaviour in the mobile telephony industry in Zimbabwe. The study was driven by a strong desire to convert social media usage into desirable purchase behaviour. Social media was examined using four variables namely, firm generated communication, user created communication, word of mouth and social media platform. The study results indicate that social media is a significant driver of consumer purchase intention. Consumer purchase behaviour is mainly driven by social media word of mouth, whilst firm generated content was found to be inversely related to purchase intention. User generated social media communication resulted in a moderately weak association with purchase behaviour, whilst an insignificant association was obtained between social media platform and consumer purchase intention. The results imply that social media is an effective tool but needs to be adapted so as to minimize generating content which distorts desirable consumer behaviour. The researchers therefore recommend a cautious social media campaign which generates more desirable viral content.
KEYWORDS
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