Social media- an effective tool to influence purchase decisions of students- a case study at a public Higher Education Institution in South Africa
Social media platforms provide companies with vast consumer markets, where students openly share their preferences and opinions, allowing marketers to observe and even guide their choices. As social media content spreads rapidly, it fosters conformity in consumer behaviour, with students often influ...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Department of Marketing Management, University of South Africa
2025-06-01
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| Series: | The Retail and Marketing Review |
| Subjects: | |
| Online Access: | https://retailandmarketingreview.co.za/wp-content/uploads/2025/06/RMR21-1-152-167.pdf |
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