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This transformative book unveils the intricate interplay between Online Social Media (OSM) and Electronic Word of Mouth (EWOM) within the Nigerian beer industry. Delving deep into the heart of consumer purchasing behaviour, it presents a comprehensive exploration of how these digital forces reshape brand choices in this vibrant market.The genesis of this research stems from a critical gap - the lack of clarity on the exact impact of social media on beer preferences within the Nigerian context. Prior studies fixated on traditional media and diverse variables, from peer pressure to income...