Kanyesigye, NickMwazuna, Alice NgeleAsiimwe, Judith Bijurenda2025-12-182025-12-182025Kanyesigye, 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).2501 - 9988http://hdl.handle.net/20.500.12493/3041This 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 behaviourenAttribution-NonCommercial-NoDerivs 3.0 United Stateshttp://creativecommons.org/licenses/by-nc-nd/3.0/us/social media advertisingcustomer behaviorcommercial radio stationsArticle