Effect of Social Media Advertising on Consumer Buying Behavior

Running head: BUSINESS RESEARCH PROJECT
Business research project
Name of the student
Name of the university
Author note

BUSINESS RESEARCH PROJECT1
1.0 Introduction
My topic of research was effect of social media advertising on the buying behaviour
of the consumers. The overall project commenced as a team project where every member
contributed in choosing an ideal topic for research which invokes interest in every group
member. This took considerable amount of time as it was difficult for us to reach consensus
to a specific topic. However, through continuous discussion we were able to identify the topic
that intrigues all the members at the same time.
The next part was identification of the research problem which is the main ground for
shaping up the research question. We studied various research papers and divided our work
equally to identify the research problem effectively. We were able to identify the fact that
even though majority of the companies have been able to understand the need of social media
marketing in the modern era but there is a significant need for proper integration of social
media among the marketers so we have tried to address this aspect of the research by
narrowing down the topic to suitable platform.
However, formulating the research question as per the goal of the research was one of
the most challenging part as it had to be specific so that the research can contribute to present
field of study and have significant amount of originality. We were able to overcome this
obstacle by working together and sharing our expertise on each area in the project. Team
work has been vital for us in developing appropriate research question so that we can submit
our charter at the appropriate time for approval. We have attempted and succeeded in
developing a charter that provide a clear understanding of the work role of different members
and how they contributed effectively.
2.0 Literature review
We had to research past literature and critically evaluate them to understand the gap in
the current literature. Initially, the search process was quite complex and time consuming.
However, we were able to gather relevant literature of the topic which facilitated in
understanding contrasting opinions of authors in different countries. It showed the variation
in the role and progress of social media in different parts of the world. We have tried to make
a significant effort in presenting all those views by summarizing the articles. While
presenting the articles, it was tough to accommodate all the possible dimensions but efforts
from every team member has ensured the best possible systematic literature on the given