The Impact of Instagram on Consumer Buying Decisions: Using AUN Students as a Case Study

Abstract

This research is an attempt to find out if Instagram influences consumer buying behavior using AUN Undergraduate students who were enrolled into the spring 2018 academic session. To find out the number of students registered for the spring 2018 session, Mr Yakubu Ayuba was contacted in order to get a concise and accurate number. In response to this request, the registrar confirmed that a total number of 976 undergraduates were registered and based on the Taro Yamane Formula, the confidence level; the sample size and the margin of error were derived. The problem statement of this research is to find out how conversant consumers use Instagram and if it influences its buying decisions.