Impact of Social Media Marketing on Customer Buying Behavior

Running head: SOCIAL MEDIA ADVERTISING AND BUYER BEHAVIOR
EFFECT OF SOCIAL MEDIA ADVERTISING ON BUYER BEHAVIOR
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SOCIAL MEDIA ADVERTISING AND BUYER BEHAVIOR1
Table of Contents
1.0 Introduction..................................................................................................................2
2.0 Literature Review.........................................................................................................2
2.1 Marketing and its significance..................................................................................2
2.2 Social Media Marketing............................................................................................3
2.3 Customer Buying Behavior......................................................................................3
2.4 Impact of Social Media Marketing on Customer Buying Behavior..........................4
3.0 Research Problem.......................................................................................................4
4.0 Research Questions....................................................................................................5
5.0 References..................................................................................................................6

SOCIAL MEDIA ADVERTISING AND BUYER BEHAVIOR2
1.0 Introduction
As opined by Tucker (2016), the use of the disruptive technology, that is, social
media for marketing provides various benefits to business corporations which are not
provided by the traditional marketing strategies or practices. Baack et al. (2016) have
noted that the process of social media marketing is not only cost effective, timely in
nature, affords the opportunity to corporations to reach out to numerous customers and
others. More importantly, recent researchers have found that the use of social media
marketing offers the option to the business corporations to effectively influence the
buying or the purchasing behavior of the customers and this in turn is one of the major
reasons why the majority of the corporations are presently using the same (Xu-Priour,
Cliquet and Palmer 2017). It is in the light of these aspects, the researcher intends to
conduct this particular research work.
2.0 Literature Review
2.1 Marketing and its significance
Diba, Vella and Abratt (2019) are of the viewpoint that the entity of marketing
helps the business corporations to effectively promote the services or products to their
target market. As discussed by Alhaddad (2015), the effective promotion or the
advertisement of the commodities is important since it helps the business corporations
to cascade the much needed information to the customers regarding the same. This is
important since the customers are not likely to purchase the commodities offered by a
corporation if they do not have the required information regarding the corporation or for
that matter the products or services offered by it (Fang et al. 2015). Thus, marketing is
an integral construct for the various business corporations and the success or for that
matter the profitability earned by them is being greatly determined by the effectiveness
of marketing strategies used by the business corporations. More importantly, it had
been seen that the marketing strategies used by the business corporations can be
broadly categorized into genres, namely, the traditional marketing strategies and digital
marketing strategies (Shareef et al. 2019).