Social Media Self-Control Failure Amongst African College Students and Their Online Purchasing Behaviour

ABSTRACT
The purpose of this study was to examine the effect of social media self-control failure on the online purchasing behaviour of college students. The role of time spent in this relationship was also addressed. The study was designed to explain the cause and effect relationship between social media self-control failure and the constituents of online purchasing behaviour using an analytical
research purpose, namely, attitude towards online purchasing, compulsive buying, conspicuous consumption and willingness to buy. Four research hypotheses were developed to understand the
relationship. The study employed the use of questionnaires in collecting data relevant to the study. Five hundred and fifty questionnaires were distributed amongst a student sample across three Ghanaian universities (University of Ghana, University of Education and Wisconsin International University College) within thirty days. Out of the distributed questionnaires Five hundred and twenty-six were deemed usable for data analysis. A PLS-SEM approach was used to test the developed hypotheses. The findings of the study revealed that once users experienced social media self-control failure, their online purchasing behaviour was likely influenced by it. The role of time in this relationship was found to be insignificant, and as such, regardless of the time spent on social media the moment self-control failure is experienced, there will be effects on an individual’s behaviour. Group differences generated insights which showed that individuals would reach a point of realization when social media self-control failure lures them into the engagement of problematic behavior and that point presents opportunities and challenges which today's marketer must address to benefit from social media use in their operations continuously.