The impact of social media marketing on consumer purchase decisions
Potori, Emre; Al-Kabbani, Jihad (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052917604
https://urn.fi/URN:NBN:fi:amk-2024052917604
Tiivistelmä
This thesis aims to understand some theories related to social media, social media marketing and consumer purchase decisions. Specifically, this thesis tries to understand the impact of social media marketing on consumer purchase decisions, and how businesses are also af-fected by this.
Due to the continuous development in technology, social media has been transforming into a vital part of people’s everyday lives. Social media has impacted the way people share and receive information, opening a whole new avenue of marketing for businesses. More and more businesses opt for using social media marketing to gather new customers, and consumers are using social media as a tool to find new products and brands.
This thesis is a research-based thesis, and both primary and secondary data are utilised in the research process. The theoretical part of the thesis uses secondary data to form the theoretical framework. The theoretical part is split into two sections, social media and consumer behaviour, where the authors go in depth of the different factors and theories related to each subject. The goal is to answer the thesis questions and understand how businesses can use social media to their advantage.
The research part of the thesis uses quantitative and qualitative empirical research to gather primary data for the research in form of an online survey. In this part the authors analysis the data gathered and answer the research questions. The results answer and support the theoretical framework and provide an understanding of how social media marketing impacts consumer behaviour and how businesses can take advantage of the different factors surrounding social media.
The thesis topic was chosen by the authors based on to their studies and interest in the development of marketing, particularly social media marketing.
Due to the continuous development in technology, social media has been transforming into a vital part of people’s everyday lives. Social media has impacted the way people share and receive information, opening a whole new avenue of marketing for businesses. More and more businesses opt for using social media marketing to gather new customers, and consumers are using social media as a tool to find new products and brands.
This thesis is a research-based thesis, and both primary and secondary data are utilised in the research process. The theoretical part of the thesis uses secondary data to form the theoretical framework. The theoretical part is split into two sections, social media and consumer behaviour, where the authors go in depth of the different factors and theories related to each subject. The goal is to answer the thesis questions and understand how businesses can use social media to their advantage.
The research part of the thesis uses quantitative and qualitative empirical research to gather primary data for the research in form of an online survey. In this part the authors analysis the data gathered and answer the research questions. The results answer and support the theoretical framework and provide an understanding of how social media marketing impacts consumer behaviour and how businesses can take advantage of the different factors surrounding social media.
The thesis topic was chosen by the authors based on to their studies and interest in the development of marketing, particularly social media marketing.