The Role of Social Media in Shaping Consumer Behaviour and Brand Engagement Among Youth in Masvingo, Zimbabwe

Abstract

This study explored the role of social media in shaping consumer behaviour and brand engagement among the youth in Masvingo, Zimbabwe. Using a mixed-methods paradigm, the research combined quantitative data from 351 respondents and qualitative insights from 20 interviewees to examine how social media influences purchasing decisions, brand loyalty, and consumer attitudes. A stratified random sampling technique was used to ensure representation across key demographic variables such as age, gender, and education level. Findings revealed that social media platforms, particularly WhatsApp, Facebook, and Instagram, played a pivotal role in shaping consumer behaviour, with 68% of the respondents acknowledging the direct influence of social media ads and influencer recommendations. Thematic analysis highlighted the importance of trust, authenticity, peer influence, and emotional connections with brands. Additionally, the study identified platform-specific behaviours and contextual factors, such as economic constraints and hybrid shopping preferences that shape consumer behaviour in Masvingo. The results underscored the transformative role of social media in driving brand loyalty and purchase decisions, offering valuable insights for marketers and businesses targeting youth in emerging markets.