This report presents a comprehensive literature review on the effect of social media advertising on buyer behavior. It begins by defining social media marketing and contrasting it with traditional marketing approaches, highlighting global reach and cost-effectiveness advantages. The review then explores consumer buying behavior, outlining the steps involved and relevant models like the Theory of Reasoned Action and the Bettman information processing model. A significant portion of the report analyzes the impact of social media marketing on consumer buying behavior, discussing both its positive and negative effects, such as enhanced global connectivity and the potential for negative feedback. The report concludes with a methodology section, emphasizing the importance of appropriate research tools for successful research. The study aims to answer research questions such as the benefits of social media marketing, its effectiveness compared to traditional methods, and how businesses can effectively influence consumer buying behavior through social media.
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