Abstract:
This study examines the effect of social media on impulse buying behavior among Safaricom Ethiopia
customers in Gondar City, Ethiopia. Using a descriptive research design and a quantitative research
approach, data were collected from a sample of 154 respondents selected through Simple random
sampling. The study employed both primary and secondary data sources, and data analysis was
conducted using Stata/MP 17 software, incorporating descriptive statistics and multiple linear
regression techniques. Descriptive analysis revealed key patterns in demographic and behavioral
characteristics, highlighting the significance of variables such as age, education level, and time spent on
social media. Regression results indicated that age, educational level, and time spent on social media
had statistically significant positive effects on impulse buying behavior, while variables such as gender,
income, and perceived social media influence showed no significant impact. The model demonstrated a
good fit, explaining 66.51% of the variance in impulse buying behavior. Diagnostic tests confirmed the
validity of the regression model. Based on these findings, the study recommends that businesses enhance
their social media marketing strategies by targeting users with high engagement and tailoring content
based on demographic segments such as age and education. The study also suggests future research
should consider broader geographical coverage, mixed-methods approaches, and additional variables
such as personality traits and digital literacy to deepen the understanding of impulse buying behavior in
digital environments.
