THE ROLE OF SOCIAL MEDIA IN SHAPING CONSUMER BEHAVIOUR AND BRAND
ENGAGEMENT AMONG YOUTH IN MASVINGO, ZIMBABWE

THE ROLE OF SOCIAL MEDIA IN SHAPING CONSUMER BEHAVIOUR AND BRAND
ENGAGEMENT AMONG YOUTH IN MASVINGO, ZIMBABWE

KUMBIRAI MAKARUKE

This study explored the role of social media in shaping consumer behaviour and brand
engagement among the youth in Masvingo, Zimbabwe. Using a mixed-methods paradigm, the
research combined quantitative data from 351 respondents and qualitative insights from 20
interviewees to examine how social media influences purchasing decisions, brand loyalty, and
consumer attitudes. A stratified random sampling technique was used to ensure representation
across key demographic variables such as age, gender, and education level. Findings revealed
that social media platforms, particularly WhatsApp, Facebook, and Instagram, played a pivotal
role in shaping consumer behaviour, with 68% of the respondents acknowledging the direct
influence of social media ads and influencer recommendations. Thematic analysis highlighted
the importance of trust, authenticity, peer influence, and emotional connections with brands.
Additionally, the study identified platform-specific behaviours and contextual factors, such as
economic constraints and hybrid shopping preferences that shape consumer behaviour in
Masvingo. The results underscored the transformative role of social media in driving brand
loyalty and purchase decisions, offering valuable insights for marketers and businesses
targeting youth in emerging markets.

ZJBEM

2025