Thesis Abstract

In today's digital landscape, social media has become a dominant force, fundamentally changing the way consumers interact with brands and make purchasing decisions. This project delves into the intricate relationship between social media marketing and consumer purchasing behavior. Through a comprehensive analysis, it explores how various social media marketing strategies, from targeted advertising to user-generated content, influence the decision-making process. The project investigates the psychological and social factors triggered by social media, assesses the effectiveness of different tactics, and examines the ethical considerations surrounding this powerful marketing tool. Ultimately, the project aims to provide valuable insights for businesses and consumers alike, offering a roadmap for navigating the ever-evolving world of social media marketing and its impact on purchasing behavior.

Thesis Overview

The exponential growth of social media has transformed the way we connect, communicate, and consume information. It has also revolutionized the marketing landscape, creating a dynamic and interactive space where brands can engage directly with their target audience. This project delves into the increasingly complex relationship between social media marketing and consumer purchasing behavior.

By exploring the various strategies employed by brands on social media platforms, we gain a deeper understanding of how they influence our perceptions, preferences, and ultimately, our buying decisions. This project goes beyond just outlining the tactics; it delves into the underlying psychology and social forces that shape our behavior in the digital age.

Within this framework, the project examines the effectiveness of different social media marketing approaches, analyzes the data-driven metrics used to measure their success, and highlights the ethical considerations surrounding these powerful marketing tools. Ultimately, the aim is to provide a comprehensive understanding of how social media shapes consumer purchasing behavior, empowering both businesses and consumers to navigate this dynamic and influential landscape responsibly.