SOCIAL MEDIA ADVERTISING AND CUSTOMER BEHAVIOR AMONG COMMERCIAL RADIO STATIONS IN KABALE MUNICIPALITY, UGANDA

Autores

  • Nick Kanyesigye MBA Student, Kabale University, Uganda
  • Alice Ngele Mwazuna Lecturer, Department of Business Studied, Kabale University, Uganda
  • Judith Bijurenda Asiimwe Lecturer, Department of Management Sciences, Kabale University, Uganda

DOI:

https://doi.org/10.46827/ejmms.v10i2.2038

Palavras-chave:

social media advertising, customer behavior, commercial radio stations

Resumo

This study investigated the effect of social media advertising on consumer behavior among commercial radio stations in Kabale Municipality, Uganda. A cross-sectional mixed-methods design was adopted, targeting a sample of 196 respondents from a total population of 400, comprising radio administrators, presenters and listeners. Data was collected using questionnaires and an interview guide and analyzed through descriptive statistics, inferential statistics and thematic analysis. The findings revealed that social media advertising had a weak and non-significant effect on consumer behavior (R² = .018, p = .095), though qualitative responses emphasized the growing influence of peer recommendations, visual appeal and interactive engagement. The study concluded that social media plays a more supportive role in creating awareness and engagement rather than fostering consumer behaviour.

 

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Biografias do Autor

  • Nick Kanyesigye, MBA Student, Kabale University, Uganda

    Nick Kanyesigye holds a Bachelor of Science Degree in Marketing from Makerere University, Uganda (2017). Currently pursuing a Master of Business Administration (Marketing Option) at Kabale University, Uganda. His main research interests are in the area of consumer behavior. He is currently a marketing manager at Hill FM Ltd, based in south western part of Uganda, and also a public relations officer for a non-profit Rugarama Hospital in Kabale, Uganda.

  • Alice Ngele Mwazuna, Lecturer, Department of Business Studied, Kabale University, Uganda

    Alice Ngele Mwazuna (PhD) holds a Doctor of Philosophy degree in Business Administration (Marketing option) from Jaramogi Oginga Odinga University of Science and Technology, Kenya (March 2023). Currently working as a Marketing Lecturer at Kabale University in Uganda, Department of Business Studies. Her main research interests are in the areas of consumer behavior, marketing research and product differentiation & innovation.

    ORCiD: https://orcid.org/0000-0001-7537-9391

  • Judith Bijurenda Asiimwe, Lecturer, Department of Management Sciences, Kabale University, Uganda

    Judith Bijurenda Asiimwe (PhD) holds a Doctor of Business Administration (DBA) from the United States University of Africa (USIU-A) in 2016 and is currently working at Kabale University as a Head of Department for Management Sciences and a Lecturer for Management. Research interests are in the broader areas of Management, organisational behaviour and organisational development, entrepreneurship (social and commercial), Women and Youth.

    ORCiD: https://orcid.org/0009-0001-8335-0131

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Publicado

2025-09-17

Edição

Vol. 10 N.º 2 (2025)

Secção

Articles