Journal of Direct Data and Digital Marketing Practice

RUNNING HEAD: MANAGEMENT 0
RESEARCH METHODS

MANAGEMENT 1
Table of Contents
Project Title.....................................................................................................................................2
Problem Statement...........................................................................................................................2
Research aim and objectives............................................................................................................3
Methodology....................................................................................................................................3
Secondary Data sources and analysis..............................................................................................4
References........................................................................................................................................5

MANAGEMENT 2
Project Title
The present research will focus on finding “The impact of social media marketing on the
consumer buying behavior: A case study of Retail industry, Australia”.
Problem Statement
Social media marketing is method of marketing which is done by the companies with the
use of social media platforms and websites for promoting the products and services (Ayodeji &
Kumar, 2019). This type of marketing supports the organization to focus on the problem and
supports stakeholders of the organization. It supports the company to describe the overall
features of the products to promote the customers for buying the particular product and services.
The estimation revealed that it increase up to 70% of the customers because majority of the
consumers use social media application and gets highly attracted towards the products and
services offered by the company (Dimitrov, 2020).
In Australia majority of the companies use social media strategy for attracting large
number of customers, it is because this affects the customers buying behavior in positive manner
(Anisimova, Weiss, & Mavondo, 2019). In the year 2018, Woolworths promote their products on
Instagram which increase the sales of the products and increase the profits of the company. The
problem statement is investing the influence of social media marketing on the consumer buying
behavior on the Australian retail industry (Ayaz, Ammad-Uddin, Sharif, Mansour, & Aggoune,
2019).
This topic is selected because it can affect some of the company in retail industry in both
positive as well as negative manner. The estimation describes that in Australia, customers buying
decisions changes according to the content and the level of efficient promotion done by the
company towards the particular products for the services (Yue, et al., 2019). The retail industry
makes use of Facebook, Instagram, Twitter and various other applications to change the buying
decision of the consumers. Therefore, it plays the major role in changing the perception of the
consumers. This also affects the activities and profitability of the organization in positive manner
(Jackson & Ahuja, 2016). Therefore, the study will focuses on conducting the secondary research