Thesis Abstract

Abstract
This thesis investigates the impact of social media marketing on consumer behavior within the retail industry. Social media has become an integral part of marketing strategies for businesses, providing a platform for direct interaction with consumers. The retail industry, in particular, has seen a significant shift in consumer behavior due to the advent of social media platforms. This study aims to analyze how social media marketing influences consumer behavior in the retail sector, focusing on factors such as brand awareness, purchase decisions, and customer loyalty. The research methodology employed in this study includes a comprehensive literature review to explore existing theories and studies related to social media marketing and consumer behavior. A quantitative research approach will be used to collect data through surveys and questionnaires distributed to consumers who have engaged with retail brands through social media platforms. The data will be analyzed using statistical methods to identify patterns and correlations between social media marketing activities and consumer behavior outcomes. The findings of this study are expected to provide valuable insights for retail businesses looking to enhance their social media marketing strategies to drive consumer engagement and loyalty. By understanding the impact of social media on consumer behavior, retailers can tailor their marketing efforts to better meet the needs and preferences of their target audience. The implications of this research extend to the broader marketing field, shedding light on the evolving dynamics between brands and consumers in the digital age. Overall, this thesis contributes to the body of knowledge on social media marketing and consumer behavior, offering practical recommendations for retail businesses seeking to leverage social media platforms effectively. The results of this study have the potential to inform strategic decision-making and marketing initiatives within the retail industry, ultimately leading to improved customer satisfaction and business performance in an increasingly competitive market landscape.

Thesis Overview