Thesis Abstract

This research seeks to analyze the impact of social media on consumer behavior in the context of modern marketing. With the pervasive use of social networking platforms, consumers are increasingly influenced by social media content in their purchasing decisions. The study will investigate the mechanisms through which social media shapes consumer attitudes, preferences, and purchase intentions, as well as the implications for businesses in designing effective marketing strategies. By employing both qualitative and quantitative research methods, the research aims to provide valuable insights into the evolving landscape of consumer behavior in the digital age.

Thesis Overview