The purpose of the study is to analyze the effects of social media on consumer buying behaviour among youth in Gaborone. The objectives were; i) to determine the most used social media platforms, ii) to examine the extent to which social media platforms influence consumers’ behaviour in their purchasing decisions, and, iii) to analyze the extent to which social media influences product choice amongst Gaborone youth. The study was quantitative and utilized a questionnaire. A non-probability sampling technique (Convenience sampling) was adopted. Data analysis was conducted through the aid of SPSS and the results revealed that indeed social media has an effect on consumers’ buying behaviour especially at a stage where consumers search for information of the products or services they intend to purchase and consume. The study concluded that social media platforms which are used have greater influence on the consumer behavior of Gaborone residents. It also concluded that businesses that were able to capitalize on these social media platforms were likely to influence the consumer purchase decisions and that various consumers who use the various social media platforms are likely to be influenced when undertaking their purchase decisions.

Keywords: Consumer buying behavior, Consumer purchase decision making, Social Media, Consumer Behavior