https://ir.zou.ac.zw/files/original/c141a67039bab908aec7c69980645605.pdf 58717654146620f44311c41f94dbb388 Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Staff Publications Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource THE ROLE OF SOCIAL MEDIA IN SHAPING CONSUMER BEHAVIOUR AND BRAND ENGAGEMENT AMONG YOUTH IN MASVINGO, ZIMBABWE Creator An entity primarily responsible for making the resource KUMBIRAI MAKARUKE Description An account of the resource 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. Publisher An entity responsible for making the resource available ZJBEM Date A point or period of time associated with an event in the lifecycle of the resource 2025 Brand Engagement Consumer Behaviour Masvingo social media Youth