Social Media Advertising and Customer Behavior among Commercial Radio Stations In Kabale Municipality, Uganda

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dc.contributor.authorKanyesigye, Nick
dc.contributor.authorMwazuna, Alice Ngele
dc.contributor.authorAsiimwe, Judith Bijurenda
dc.date.accessioned2025-12-18T02:14:38Z
dc.date.available2025-12-18T02:14:38Z
dc.date.issued2025
dc.description.abstractThis 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
dc.identifier.citationKanyesigye, N., Mwazuna, A. N., & Asiimwe, J. B. (2025). Social Media Advertising and Customer Behavior among Commercial Radio Stations In Kabale Municipality, Uganda. European Journal of Management and Marketing Studies, 10(2).
dc.identifier.issn2501 - 9988
dc.identifier.urihttp://hdl.handle.net/20.500.12493/3041
dc.language.isoen
dc.publisherEuropean Journal of Management and Marketing Studies
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United Statesen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/
dc.subjectsocial media advertising
dc.subjectcustomer behavior
dc.subjectcommercial radio stations
dc.titleSocial Media Advertising and Customer Behavior among Commercial Radio Stations In Kabale Municipality, Uganda
dc.typeArticle

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