IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR RESEARCH 2022

Running head: THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR 1
The Impact of social Media on Consumer Buying Behavior
Student’s Name
Institutional Affiliation

THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR 2
Table of Contents
Introduction.................................................................................................................... 3
Aim and research questions................................................................................................ 3
Research objectives....................................................................................................... 4
Research questions........................................................................................................ 4
Preliminary critical literature review..................................................................................... 4
Brand awareness and buying intention................................................................................4
Collective value creation................................................................................................. 5
Brand-related social media.............................................................................................. 6
Methods of data collection and data analysis...........................................................................8
Gantt chart..................................................................................................................... 8
References................................................................................................................... 11

THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR 3
Introduction
As a result of the advent in the internet over the recent past has broadened the
opportunities available to businesses, for instance the solution platform being one of them. It is
prevalent that the existence of the internet has allowed people the chance to utilize online
platforms as a medium of communication such as Facebook, Twitter, and WhatsApp among
other platforms that has resulted to business interactions without the need for physical meetings
(Godey et al., 2016). In addition, as part of the internet experience, social media platform is an
essential communication channel. The internet has advanced into a vehicle for social
communication that connects individuals from different parts of online communities. The
significant contribution of social media is that it has transformed the approach through which
communication between marketers and consumers.
Aim and research questions
All over the world corporation are continuously in search of for new approaches to reach
consumers. Therefore, organization are current placing substantial value on the manner through
which social media hence it should be used to nature customer brand insight to sway their
purchasing objective. According to Alalwan (2018) the strategic integration of corporations to
the usage of social media will gain advantage over those that have not put them in place.
Through evaluating the influences of social media on labelling as well as advertising ways, a
study of the current works on social media usage and brand awareness help to ascertain
successful approaches to enhance customer involvement through social media. In light of this
statement, the primary goal of this paper is to explore the impacts pf social media on consumer
buying behavior through the following research objectives.

THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR 4
Research objectives
i. To determine the impact of social media channel on the consumption pattern of
consumers on Woolworths financial performance.
ii. To explore the relationship between social media awareness and referrals of Central
Queensland University and Australia as a whole.
Research questions
The research paper seek to answer the following research questions:
1. What is the impact of social media channels on the consumption pattern of consumers in
Australia’s Woolworths Company financial performance?
Preliminary critical literature review
Brand awareness and buying intention
The rise in the usage of social media has resulted to a key change in the manner through
which buying customer brand cognizance and making interconnection between brand awareness
as well as the purpose to buy. The major move is the fact that brand are no more basically static
descriptions but a proactive as share of social course. Research has shown that currently brands
are regarded as a continued social process, where value is co-related in the negotiations and
interplay of several stakeholders (Husnain, & Toor, 2017). Brand value and brand awareness are
connected social correlations and the reaction within social connectivity through which
significance becomes an aspect of brands and the significance of brand relations in fashioning
value and enhancing customer decision-making (John, Emrich, Gupta, & Norton, 2017). Adept
corporations have acknowledged that customers have uncountable brand options and
opportunities on a day-to-day basis and social media impacts the way they perceive dissimilar