Which social media platforms influence consumer behaviour the most?
Trivieres, Michael (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202101181343
https://urn.fi/URN:NBN:fi:amk-202101181343
Tiivistelmä
This thesis examines the impact that different social media platforms have on consumer
behaviour. For many business their social media channels are crucial in their marketing
campaigns, but some companies still fail to utilize these channels with doubts of their end
results. The methods utilized in this thesis are a quantitative survey and analysis done using the Hayes process network model. The survey was conducted in Finland for 128 respondents and distributed through online platforms. The questions asked focused on preliminary data, social media use and online behaviour. I find that Facebook and Instagram have the most influence over consumers because of their reach, successful targeting, brand awareness, creativity, and lead generation.
behaviour. For many business their social media channels are crucial in their marketing
campaigns, but some companies still fail to utilize these channels with doubts of their end
results. The methods utilized in this thesis are a quantitative survey and analysis done using the Hayes process network model. The survey was conducted in Finland for 128 respondents and distributed through online platforms. The questions asked focused on preliminary data, social media use and online behaviour. I find that Facebook and Instagram have the most influence over consumers because of their reach, successful targeting, brand awareness, creativity, and lead generation.