Impact of Social Media Promotion on Consumer Purchasing Behaviour

Literature review

Table of Contents
LITERATURE REVIEW................................................................................................................3
Concept of social media promotion of an organizational product and service......................3
Concept of consumer purchasing behaviour..........................................................................4
Factors related to consumer purchasing behaviour................................................................6
Impact of social media promotion for enhancing with the consumer purchasing behaviour.7
REFERENCES................................................................................................................................9

LITERATURE REVIEW
A literature review is considered to be a scholarly paper with the help of which the current
knowledge and understanding of any topic is presented. In this substantial findings of the
research, along with theoretical and methodological contribution on a particular topic is taken
into consideration. Literature review is considered to be the secondary sources for the research so
undertaken by the researchers and investigators. For preparing this search and evaluation is done
for the literature on the topic of the research. It is important for investigator which is given
below:
 With the help of this the originality and relevance of the research problem can be
identified.
 The literature review enables to justify the proposed methodology for the research.
 Also it exhibits the preparedness of the researcher for completing the research.
The aim of this research is to determine the impact of social media promotion on the buying
behaviour of the customers of Nike and to support this research is undertaken. On the basis of the
various objectives of the research the literature review is prepared for the project.
Concept of social media promotion of an organizational product and service
According to David Vicks, it is important for the business to create their own websites and to
consider various social media for advertising their products and services because of increasing
use of various such platforms by the customers (Role of Social Media Marketing in Business,
2015). By way of various social media platform an organisation can take competitive edge as
with this they can directly hit their target market and can interact with them. Nowadays mostly
all the organisation adopts some of such platforms as it offers them various advantages such as it
facilitate interactions such as on the basis of their post the companies can identifies their needs
and wants which enables them to formulate various marketing strategies; it improves the degree
of responsiveness because it facilitates receiving and providing the feedbacks regarding the
problems so faced by the customers and for the product & services that they have been offerings;