Analysis of Social Media Marketing Impact on Myer's Consumers

This report examines the impact of social media marketing on consumer buying behaviors, focusing on the case of Myer, Australia. It explores the research problem of poor brand exposure and low sales, outlining research objectives to identify the impact of social media marketing on consumer behavior, evaluate effective strategies, and examine privacy regulations. The literature review highlights how social media increases brand awareness, influences consumer decision-making, and facilitates electronic word-of-mouth promotions. The report further analyzes the impact of social media marketing on consumer purchasing intentions, marketing communications, and brand loyalty, along with a bibliography of relevant sources.

Social media marketing

Introduction
Social media marketing-
 effective approach to marketing
 Enhanced the communication process
 This allows for attracting more customers and creates awareness among them as well
Social media platforms- Facebook, Twitter, Instagram, LinkdIn, etc.

Research rationale or problem
Research problem
 Poor brand exposure and lack of awareness among clients
 Poor sales generation and revenue attained
Research rationale
 lesser outreach to the customers
 lower profit level attained

Research objectives and questions
Research objectives
 To identify the impact of social media marketing on the consumer
buying behaviours at Myer, Australia
 To evaluate various approaches that are required to ensure that the
right social media marketing strategies are implemented to
enhance brand awareness and influence buying behaviours too
 To examine the legislations adopted by Myers for ensuring that
privacy is maintained in the stored information
Research questions
 What is the probable impact of social media marketing on the
influence of consumer buying behaviours at Myer, Australia?
 How can the various approaches to social media marketing help in
enhancing the brand image and awareness among the customers,
thereby, facilitate sales generation and profit level too?
 What legislative requirements are followed by Myers for preventing
the instances of information leakage?

Literature review
Social media
 Increases the trafficking of the audience towards the brand image
 Influences pricing structure have influenced consumer decision
making
 The posts and comments made by customers generates positive word
of mouth

Consumer buying behaviours
 The buying behaviours of the consumers are
influenced on the basis of posts made by the
customers on the social networks
 The attention of clients are grabbed easily as
they are mostly online nowadays at the social
networking websites
 The positive messages spread online on the
social networks has facilitated electronic word
of mouth promotions
 The social media marketing activities have
raised higher level of awareness among the
clients

Impact of social media
marketing on the consumer
buying behaviours
 The purchasing intentions of the
consumers are easily identified with the
comments and posts
 This kind of marketing approach has
facilitated the marketing
communications
 Feedbacks enhances value proposition
of the products and services advertised
on the social media platforms
 The social media marketing also incurs
lesser effort and time associated with
the approaches towards enhancing
brand loyalty

Bibliography
 Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An
exploratory study of branded social content and consumer engagement.
Psychology & Marketing, 32(1), pp.15-27.
 Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion,
and message diffusion in social media marketing. Journal of Business Research,
68(4), pp.777-782.
 Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social
and behavioral sciences, 148, pp.40-57.
 Felix, R., Rauschnabel, P.A. and Hirsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
 Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh,
R., 2016. Social media marketing efforts of luxury brands: Influence on brand
equity and consumer behavior. Journal of business research, 69(12), pp.5833-5841.

Thank you