CUSTOMER ENGAGEMENT VIA SOCIAL MEDIA. HOW DOES SOCIAL MEDIA MARKETING AFFECT CONSUMER DECISION-MAKING PROCESS AND SALES? CASE: ASOS
Ziginov, Sergei (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060815028
https://urn.fi/URN:NBN:fi:amk-2021060815028
Tiivistelmä
This paper examines how social media marketing helps to increase sales by influencing consumer decision-making processes. In this thesis all the significant parts of social media and consumer behaviour are covered: major social media platforms such as Instagram & Facebook, Global Trends in Social Media and Consumer Behaviour, Consumer Behaviour Theories, Consumer Behaviour Online.
After considering the theoretical materials, this thesis paper shows the example of the British e-commerce company ASOS, which sells clothes and accessories globally. In using the company as an example, the paper demonstrates that it is significant to engage with customers via social media to understand and influence their decision-making process. Thus, by participating in social media marketing correctly the company can increase its sales and expand year by year.
T The results of the research show that even when operating only online it is possible to be a leader on the market by communicating with the audience via social media platforms. This is especially true with the young generations. It is important not only to attract them but also maintain their loyalty by being in touch 24/7 with all segments of the audience. The outcomes include that site visits increase by 19% yearly, order frequency increases by 7%, and active customers rate increases by 19% yearly, along with many others.
After considering the theoretical materials, this thesis paper shows the example of the British e-commerce company ASOS, which sells clothes and accessories globally. In using the company as an example, the paper demonstrates that it is significant to engage with customers via social media to understand and influence their decision-making process. Thus, by participating in social media marketing correctly the company can increase its sales and expand year by year.
T The results of the research show that even when operating only online it is possible to be a leader on the market by communicating with the audience via social media platforms. This is especially true with the young generations. It is important not only to attract them but also maintain their loyalty by being in touch 24/7 with all segments of the audience. The outcomes include that site visits increase by 19% yearly, order frequency increases by 7%, and active customers rate increases by 19% yearly, along with many others.