Abstract: Background: Nairobi City County supermarkets compete fiercely in the retail industry and are always looking for new and creative ways to draw in and keep consumers. The widespread use of social media platforms in recent years has changed marketing strategies and consumer behaviour worldwide. A sizable section of Nairobi's population now use social media sites like Facebook, Instagram, X (formerly Twitter), and TikTok on a regular basis. These platforms provide......
KeyWord: social media marketing, consumer purchase intentions, supermarkets
[1]. Adhiambo, A., & Wanjira, J. (2021). Marketing communication tool on consumer buying behaviour in selected supermarkets in Nairobi City County, Kenya. International Journal of Business Management, Entrepreneurship and Innovation, 3(2), 90-105.
https://doi.org/10.35942/jbmed.v3i2.195ResearchGate+1IJCAB Journals+1 [2]. Almohaimmeed, B. M. (2019). The effects of social media marketing antecedents on social media marketing, brand loyalty and purchase intention: A customer perspective. Journal of Business and Retail Management Research, 13(4).
[3]. Choi, Y. K., & Lee, J. A. (2022). User-generated content and consumer purchase intention: The mediating roles of source credibility and message quality. Computers in Human Behavior, 128, 107–118. https://doi.org/10.1016/j.chb.2021.107118
[4]. Cozby, P. (2001). Measurement concepts methods in behavioral research. Mayfield Publishing Company.
[5]. Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches: Sage publications
