ABSTRACT: This study was carried out to examine the relationship between social media platforms and consumer buying behaviour of products in Akwa Ibom State, Nigeria. The survey research design was used for the study. Data for the study were obtained through questionnaire administered to the respondents. A convenience sampling technique was used to select 213 respondents for the study. Descriptive statistics basically mean, standard deviation, kurtosis and skewness were used to analyse the scores obtained on each of the variable while bivariate correlation between variable was carried out using Pearson correlation. Four hypotheses were formulated and tested at the 0.05 level of significance. Hypotheses were tested using multiple linear regression model. The results clearly revealed that there is a significant relationship between Facebook, X (Twitter), Instagram, WhatsApp and consumer buying behaviour. Based on the findings, it was recommended that manufacturers of products should continuously create awareness about their products on social media platforms to ensure visibility in order to attract high consumers’ patronage.

KEYWORDS: Social media platforms, Facebook, X (Twitter), Instagram, WhatsApp, consumer buying behaviour