Literature Review: Social Media's Impact on UK Retail Customers

This report provides a comprehensive literature review exploring the impact of social media on the buying behavior of customers within the UK retail sector. It delves into three key themes: the concept of social media in business and its application by retail firms, the specific effects of social media on customer purchasing decisions within the UK market, and the challenges faced by retail businesses in leveraging social media to influence customer behavior. The review synthesizes various academic sources, examining how social media platforms are utilized for market segmentation, customer engagement, and brand promotion. It highlights the bidirectional communication facilitated by social media, the role of emotional sentiment in advertising, and the importance of direct customer contact and feedback. Furthermore, the report addresses the challenges related to managing customer data, adapting to digital platforms, and providing personalized user experiences while maintaining operational efficiency and addressing data security concerns.