Influence of Social Media Marketing on Consumer Buying Behaviour

PREPARATION FOR THE
DISSERTATION

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The current report will outline the review of different literatures over the topic of
influence of social media marketing over the consumer buying behaviour. In the current situation
of pandemic COVID 19 people have been attracted more towards the online shopping and the
present report will outline the influence which marketing with help of social media has over the
buying behaviour of the consumers.
LITERATURE REVIEW
“To analyse the influence of social media marketing over the consumer buying behaviour. A
study on ASDA.”
Theme 1- Developing understanding relating to social media marketing.
As per the views of Palalic and et.al (2020) the marketing is defined as action taken by
business in order to promote the business in the competitive market. This is particularly because
of the reason that there is high competition within the market and to survive this it is essential for
the company to effectively market its product and services. Thus, in the recent and modern
business environment the use of social media marketing is the most common method of
marketing the goods and services in the competitive market.
With reference to the opinion of Alalwan and et.al (2017) social media marketing is
defined as a concept through which company makes use of social media in order to market the
product and services. In this modern world many of the people are using the social media to a
great extent. Anything trending over the social media is liked by the people to a great extent.
Hence, for securing a string position in the market it is very essential for companies to make
effective use of the social media in order to attract more of the consumers. in this current
competitive world, the whole world is connected with the social media and for this it is essential
for the companies to effectively make use of the social media in order to attract the consumers
and direct their behaviour towards purchasing the goods and services.
Theme 2- Importance of social media marketing in attracting buying behaviour of consumers.
With the thinking of Kumar, Konar and Balasubramanian (2020) the use of social media
is very assistive in attracting more consumers towards the company. The major importance of
using social media is that this is the latest trend and when the company makes effective use of
these trends then this will increase the number of consumers. This is profitable for the company