Title:
AIDA COMMUNICATION MODEL ON SOCIAL MEDIA PLATFORMS: ASSESSING THE HIERARCHICAL ORDER AND ITS APPLICABILITY ON PURCHASING BEHAVIOR OF STUDENTS IN HIGHER LEARNING INSTITUTIONS

Authors:
Lois – Singa Metili, Tanzania

Abstract:
The main aim of this research was to ascertain the influence of social media on promotion of universities in Tanzania, using the AIDA Communication Model. Second year students from 20 higher learning institutions were provided with questionnaires to respond on how social media platforms facilitated their choice in universities, based on indicators from AIDA Communication Model as stipulated by Girvu, (2013) and Abdelkader & Rabie (2019), and modified by the researcher. The study employed an explanatory research design. Sampling was done through Cochran Sample formula, with a 95% confidence level of precision, where a total of 384 second year students out of 40,755 were sampled from 22 universities. A Generalized Structural Equation Model (GSEM) using the STATA software version16.0 was used to analyse the data. Findings revealed that while a hierarchical order may be followed in traditional face-to-face consumer decision making process, it is not necessarily the case when it comes to social media platforms. In addition to indicators for each element in the AIDA model appearing in multiple elements, what attracts one persons’ attention is the factor that causes another person to act.