Thesis Abstract

Abstract
This thesis investigates the impact of social media marketing on consumer behavior within the retail industry. With the proliferation of social media platforms, businesses have been increasingly leveraging these platforms to engage with consumers and influence their purchasing decisions. The study aims to provide insights into how social media marketing strategies employed by retail businesses affect consumer behavior, ultimately influencing their buying patterns and brand loyalty. The research methodology employed in this study involves a comprehensive literature review to explore existing theories and empirical studies related to social media marketing and consumer behavior in the retail sector. Data collection techniques include surveys, interviews, and case studies to gather insights from both consumers and retail businesses. The analysis of the data will be conducted using qualitative and quantitative methods to identify patterns and trends in consumer behavior influenced by social media marketing activities. The findings of this study are expected to contribute to the existing body of knowledge on the subject by shedding light on the specific mechanisms through which social media marketing impacts consumer behavior in the retail industry. The implications of these findings for retail businesses include the development of more effective social media marketing strategies to enhance customer engagement, drive sales, and build brand loyalty. Overall, this research seeks to deepen our understanding of the dynamic relationship between social media marketing and consumer behavior in the retail industry, providing valuable insights for businesses seeking to leverage social media platforms to connect with their target audience and drive business growth.

Thesis Overview