Thesis Abstract

The abstract of this thesis focuses on examining the influence of social media marketing on consumer behavior within the retail industry. With the rapid growth of social media platforms, businesses have increasingly turned to these channels as a means of engaging with consumers and promoting their products or services. This study aims to provide a comprehensive analysis of how social media marketing strategies impact consumer behavior, specifically in the context of retail. The research begins with an exploration of the theoretical background of social media marketing and consumer behavior, highlighting the key concepts and theories that underpin this study. The literature review section critically evaluates existing research on the topic, identifying gaps and inconsistencies in the current body of knowledge. By synthesizing the findings from various studies, the review aims to provide a comprehensive understanding of the relationship between social media marketing and consumer behavior. The methodology section outlines the research design, data collection methods, and analytical techniques used in this study. A mixed-methods approach combining qualitative and quantitative methods is employed to gather data from both consumers and retail businesses. Surveys, interviews, and content analysis are utilized to collect and analyze data, providing a holistic view of the topic. The findings section presents the results of the study, highlighting the key insights gained from the data analysis. The discussion delves into the implications of these findings for both theory and practice, shedding light on the ways in which social media marketing strategies can influence consumer behavior in the retail industry. The significance of the study is also discussed, emphasizing its contribution to the existing body of knowledge and its practical implications for businesses operating in the retail sector. In conclusion, this thesis offers valuable insights into the impact of social media marketing on consumer behavior in the retail industry. By providing a detailed analysis of the key factors influencing consumer behavior on social media platforms, this study aims to inform marketing strategies and help businesses better engage with their target audience. The findings of this research have the potential to shape the future of marketing practices in the retail sector, offering new opportunities for businesses to connect with consumers in an increasingly digital world.

Thesis Overview