Influence of excessive social media advertisement on consumer purchase behavior in Tanzania

Abstract

The aim of this study was to examine the influence of excessive social media advertising on consumer purchase behavior in Tanzania. A descriptive research design was used in this study. This study targeted the online users of social media specifically Facebook and Instagram users who spend more than one hour on these platforms per day. non-probability convenient sampling was used to get a sample size of 385 individuals. Primary data was collected using a structured survey questionnaire while secondary data was gathered from various sources. The data were analyzed by use of descriptive and inferential statistics hence presented in figures and tables. SPSS version 25 was used to aid in the statistical analysis of the data. Findings showed that the majority of the respondents agreed that social media advertisement adds costs to smartphone users. Also, the majority of the respondents stated that excessive social media advertising enhances customer preferences of goods and services as they interact with the company’s products and services on different social media platforms. Future studies should explore challenges facing social media advertising in Tanzania.