Social Media Marketing's Impact on Consumer Behavior in Australia

This research project investigates the impact of social media marketing on consumer buying behavior within the Australian retail industry. It highlights the increasing use of social media platforms by companies to promote products and services, influencing consumer decisions. The study employs a qualitative approach, utilizing secondary data sources such as articles, books, and journals, supplemented by personal interviews to gather customer opinions. The aim is to understand how retail industries leverage social media to encourage purchases, analyzing the strategies used, the social media components favored by consumers, and the overall impact on buying behavior in Australia. Data analysis involves structuring variables like age, gender, and social media usage to determine the correlation between social media marketing efforts and consumer purchasing decisions, ultimately addressing the research problem of whether and to what extent social media marketing affects consumer buying decisions.

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RESEARCH METHODS

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Table of Contents
Project Title.....................................................................................................................................2
Problem Statement...........................................................................................................................2
Research aim and objectives............................................................................................................3
Methodology....................................................................................................................................3
Secondary Data sources and analysis..............................................................................................4
References........................................................................................................................................5

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Project Title
The present research will focus on finding “The impact of social media marketing on the
consumer buying behavior: A case study of Retail industry, Australia”.
Problem Statement
Social media marketing is method of marketing which is done by the companies with the
use of social media platforms and websites for promoting the products and services (Ayodeji &
Kumar, 2019). This type of marketing supports the organization to focus on the problem and
supports stakeholders of the organization. It supports the company to describe the overall
features of the products to promote the customers for buying the particular product and services.
The estimation revealed that it increase up to 70% of the customers because majority of the
consumers use social media application and gets highly attracted towards the products and
services offered by the company (Dimitrov, 2020).
In Australia majority of the companies use social media strategy for attracting large
number of customers, it is because this affects the customers buying behavior in positive manner
(Anisimova, Weiss, & Mavondo, 2019). In the year 2018, Woolworths promote their products on
Instagram which increase the sales of the products and increase the profits of the company. The
problem statement is investing the influence of social media marketing on the consumer buying
behavior on the Australian retail industry (Ayaz, Ammad-Uddin, Sharif, Mansour, & Aggoune,
2019).
This topic is selected because it can affect some of the company in retail industry in both
positive as well as negative manner. The estimation describes that in Australia, customers buying
decisions changes according to the content and the level of efficient promotion done by the
company towards the particular products for the services (Yue, et al., 2019). The retail industry
makes use of Facebook, Instagram, Twitter and various other applications to change the buying
decision of the consumers. Therefore, it plays the major role in changing the perception of the
consumers. This also affects the activities and profitability of the organization in positive manner
(Jackson & Ahuja, 2016). Therefore, the study will focuses on conducting the secondary research

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by focusing on finding the influence of social media marketing on consumer buying decision in
retail industry.
Research aim and objectives
The study will focus on identifying the information regarding the new subject matter
because not much of the study concentrate on investigating the consumer buying behavior in the
retail industry of Australia. Therefore, the present research will provide knowledge regarding the
ways in which retail industry use social media components to promote the products and services
so that more consumers encourage buying the particular products and services.
The main aim of the study is to understand the “The impact of social media marketing on
the consumer buying behavior in Retail industry of Australia”. Therefore, to achieve the main
aim various set of objectives are developed so that the object of conducting research will be
achieved.
 To investigate “the strategies which retail industry of Australia use to promote product in
social media”
 To understand “the more social media components use by consumers of Australia”
 To analyze “the impact of social media marketing of retail industry on consumer buying
behavior in Australia”
Methodology
The present research will use qualitative approach to understand the opinions of the
customers regarding the social media that is level of influenced marketing does in the buying
decision of the customers. The research will be exploratory it is because in this something new
will be explored and not much of the study is conducted to understand the effect of social media
marketing which Australian retail industry on the purchasing decision of the consumers.
Literature review
The study will take different opinions of the authors regarding the strategies used by retail
industry of Australia towards attracting the customers. It is because this provides more different
information and maintains validity in the research. The article could be selected from the Google

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Scholar and current data will be used in the study that is the article published from the year 2015
will selected in the study to receive the information regarding the subject matter.
Data Collection
Secondary data which will include “articles”, “Google Scholar”, “All online sources”, “
Books” and “ journals”. It is because this leads in receiving information from the companies’
websites, books of marketing management and other journals article regarding retail industry of
Australia.
Personal Interview
The qualitative approach is used in the study therefore; for supporting the secondary
information the information is also collected through taking the interview from the customers. So
that they provide knowledge whether social media marketing of retail industry change their
buying decisions. This also leads in providing the components which customers view while
influencing through the promotion made by retail industry of Australia by using social media
application. Therefore, in this research will get the answer that “whether social media marketing
affects consumer buying decision’ and if yes, at what extent. This results in getting the receiving
the answer of the proposed research problem.
Secondary Data sources and analysis
The present study will use qualitative approach in which secondary method is used by
taking the information from article, books, journals; the articles are gathered from Google
Scholar. Furthermore, to support secondary information interview is also taken from the
customers to understand their opinion regarding the subject matter. The data collection is
considered highly important stage in the research it is because the overall validity and reliability
of the study is maintained through the data which are collected.
After data collection, data analysis will done to reach the objective of conducting the
research. The data analysis is done structuring overall variables such as age, gender, most used
social media component and area which influence consumer to purchase product in excel sheet.
Furthermore, correlation analysis method will be test to test the results, this method is used

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because this will support in finding the relationship between two variables and describe customer
perception in effective manner.
References
Anisimova, T., Weiss, J., & Mavondo, F. (2019). The influence of corporate brand perceptions
on consumer satisfaction and loyalty via controlled and uncontrolled communications: a multiple
mediation analysis. Journal of Consumer Marketing , 7 (3), 51-60.
Ayaz, M., Ammad-Uddin, M., Sharif, Z., Mansour, A., & Aggoune, E.-H. M. (2019). Internet-
of-Things (IoT)-Based Smart Agriculture: Toward Making the Fields Talk. IEEE Access , 7,
129551-129583.
Ayodeji, O. G., & Kumar, V. (2019). Social media analytics: a tool for the success of online
retail industry. International Journal of Services Operations and Informatics , 10 (1), 79-95.
Ben-Daya, M., Hassini, E., & Bahroun, Z. (2019). Internet of things and supply chain
management: a literature review. International Journal of Production Research , 57 (15), 4719-
4742.
Dimitrov, R. (2020). Communicating off the record. Public Relations Inquiry , 9 (1), 81-102.
Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing mix.
Journal of Direct, Data and Digital Marketing Practice , 17 (3), 170-186.
Yue, J., Hu, Z., He, R., Zhang, X., Dulout, J., Li, C., et al. (2019). Cloud-fog architecture based
energy management and decision-making for next-generation distribution network with
prosumers and internet of things devices. Applied Sciences , 9 (3), 372.