Influence of online retailers' social media marketing strategies on students' perceptions towards e-shopping: A qualitative study

The usage of the internet-based technologies, particularly social networking sites such as Facebook and Twitter as business platforms can be a critical strategy in enhancing an online retail outlet's reach and operational efficiency. This study employs a qualitative study with 20 in-depth interviews to explore the factors/strategies that influence students' acceptance of e-shopping. The objectives of the study were to examine students' perceptions of e-shopping via the social media fan pages of Konga and Jumia online stores and their perceptions about the difference in the influence of the online marketing strategies on acceptance of e-shopping between Konga and Jumia online stores. The results highlight students' perceptions of e-shopping via the social pages and they find e-shopping experience very interesting and fun. The most important motivating factor which influenced the online shopping in Konga and Jumia online stores are the marketing strategies that companies use and convenience followed by time saving and price for consumers.