SOCIAL MEDIA VIRALITY AND CONSUMER BEHAVIOR: A STUDY OF PASS-ON ATTITUDES AMONG NIGERIAN UNIVERSITY STUDENTS

Abstract

Viral advertising on social media are becoming increasingly important and crucial in determining the success or failure of online business. Students in Nigeria, like any other youth anywhere share a wide range of information on social media sites.    Hence, this study focuses on viral advertising on social media and its influence on student attitude toward pass–on and online shopping behavior in Nigeria.

A survey research design was adopted and research was based on convenience sampling method of 635 Nigerian students located in Lagos state, and involved in social media network.  422 usable questionnaires were returned. The data collected were analyzed using descriptive statistics, percentage, and t- test. Validity and reliability test indicated that all variables were valid and reliable.  The findings revealed that majority of the respondents scored the issues raised in the questionnaire positively, but at different varied levels.  Results indicate that students’ attitude towards advertising on social media positively and significantly affects their viral intention of pass-on and online shopping behavior in Nigeria.