GENERATIONAL VARIATION IN SOCIAL MEDIA PLATFORMS USE ON CONSUMER ONLINE PURCHASE INTENTION IN SOUTH EAST, NIGERIA

This research investigated generational variation in social media platforms use on consumer online purchase intention in South East, Nigeria. Descriptive survey research design was adopted for the study. Three hundred and fifty (350) respondents which formed the sample size of the study was determined using Topman's formula and copies of a validated and reliable research instrument were administered to the respondents. The stated hypotheses were tested at 5% level of significance and were analysed using PLS-SEM as well as aided by AMOS software. The study found out that consumers' use of Facebook does not have any positive and significant influence on consumer online purchase intention in the study area. The study equally revealed that Instagram, X (formally known as Twitter), and YouTube have positive and significant influence on consumer online purchase intention in South East, Nigeria. The study also found out that TikTok use has a positive but non-significant influence on consumer online purchase intention in the study area. Again, the study disclosed that moderating effect of generational cohort indicated that millennials are significantly different from Gen Z in terms of how they make use of social media platforms. The study recommends that there should be conscientious attention to Facebook messages by businesses and consumers alike so that commercial messages would be digested well and culminate into unprecedented patronage by the target market, in the study area. The study equally recommends that the gains recorded by Instagram in the context of this study should be sustained and built upon for further business endeavours in the study area, among others.