_____________________________________________________________________________________________________ *Corresponding author: Email: agupaulc@gmail.com; Asian Journal of Economics, Finance and Management 7(2): 54-65, 2022; Article no.AJEFM.894 Effect of Social Media on Consumer Buying Behaviour Chosen Chinwe Ukonu a and Paul Chinedu Agu b* a Department of Marketing, Abia State University Uturu, Nigeria. b Department of Business Administration and Management, Federal Polytechnic, Owerri, Imo State, Nigeria. Authors’ contributions This work was carried out in collaboration between both authors. Both authors read and approved the final manuscript. Received 24 January 2022 Accepted 29 March 2022 Published 04 April 2022 ABSTRACT This study was conducted to investigate the effects of social media networks on consumer buying behaviour of Jumia in Owerri, Imo State, Nigeria. This study adopted the survey research design. The sample size was made up of 185 respondents selected from customers of Jumia in Owerri, Nigeria. Data were collected from 152 respondents using questionnaire as the instrument. The collected data were analyzed and presented using tables and simple percentages. The hypotheses were tested using the Multiple Regression with SPSS version 21 applied. The study revealed among others that social media (Facebook, Twitter and YouTube) had significant effect on customer patronage, customer loyalty, customer satisfaction and customer advocacy of Jumia Nigeria, Owerri. It was then recommended among others, that the government in collaboration with online marketing firms should educate and inform the citizens and customers on the workability and effectiveness of social media marketing. Keywords: Social media; consumer; buying behaviour; facebook; youtube; jumia. 1. INTRODUCTION Scholars such as Wang et al. (2014), Charles- Henri [1], Onwuchuruba (2011) and Cunningham (2010) have observed that due to the proliferation of information and communication technologies (ICT), the internet has become an important medium for people to interact with each other in the cyber world. In addition, Wang et al. (2014) noted that the ubiquitous nature of the internet has significantly changed the way daily activities are conducted by people in the 21 st century. Thus, Obasan (2014) observed that different dynamic features such as global competition, information technology, quality service revolution and corporate social responsibility, which are compelling managers to rethink and reshape their approach to their various operation responsibilities, mark the present day business environment. Original Research Article