dissertation on social media marketing

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Study on social media marketing campaign strategy -- TikTok and Instagram

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Social Media Marketing in the Fashion Industry: A Systematic Literature Review and Research Agenda

• Nishtha Kochhar
• Department of Materials

Student thesis : Master of Philosophy

• social media platforms
• fashion industry
• systematic literature review
• fashion brands
• social media marketing

File : application/pdf, -1 bytes

Type : Thesis

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Bachelor's thesis IMPACTS OF SOCIAL MEDIA ON CONSUMER BEHAVIOR – Decision Making Process

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This paper examined the influence of social media advertising on consumers during their purchase decision-making process and the implication for marketers. It was a qualitative study that utilized secondary data to base its findings and generalizations. The study was motivated by the need to highlight the roles played by social media advertising on consumers during their purchase decision-making process. Since, it was a qualitative study, no hypotheses were tested to generate findings. Instead, the findings of the study were extracted from empirical review of similar studies conducted by researchers around the world. These findings revealed that social media advertising (FaceBook advertising, Instagram advertising, Twitter advertising, and YouTube advertising) a significant influence on consumers during their purchase decision-making process. On that note, it was concluded that social media advertising plays a fundamental role in influencing consumer behavior during the purchase decision-making process. The following implications were drawn for marketers: social media advertising has come to stay, so marketers of the modern age should learn and adopt this important strategy; social media advertising is more strategic, targeted and measurable than traditional media advertising; social media advertising can substitute for traditional media advertising in some cases; the advent of social media advertising is only one step towards a more digitized and internet-based marketing practice in the nearest future; and marketing requires adaptation and innovation, hence as customers have gone digital, so should modern marketers.

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The flow of information in the age of social media is bidirectional and interactive, hence creating wealth of information. This information is leveraged by the consumer when conducting external search for his consumption decisions. However, only few studies have explored the influence of social media content on decision making act during the consumption process, it hence needs further investigation. In this study, we try to fill the gap by using in depth interviews with 21 participants, to investigate how product information on social media influences consumers’ propensity to consume. The findings of the research propose the “IDEA” model which explains that Social Media Content can influence the decision making process of other consumers (1) by providing Information about products, (2) by instilling Desire among consumers, (3) by sharing of Experience knowledge and (4) by extinguishing Anxiety around a product purchase decision. Our results give the community managers some elements to understand and manage their brand’s appearance in different social media.

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For any business to thrive in this era, it has to embrace social media in its marketing strategy combination as a critical element of business operations. The strength of the customer relationships is through uniting communications across the entire business, from 6 marketing and sales to customer service and operations. Cheri Husney in Guth, D. J .(2021) is asserts that even if one uses the traditional marketing platforms like seminar, the exercise becomes more fulfilling and effective when followed by social media platforms like tweeter, SMS, and others. A business must engage hybrid marketing approach of including online and traditional marketing. This helps the business to optimize the scarce recourse for best results. Integration of social media marketing to other core business process enables greater yields (Bae, Il-Hyun, Zamrudi, M.F., 2018). This approach strikes a balance between the positives impacts of conventional marketing like: ease, faster and cheap way of reaching mass customers, instant feedback, market intelligence and proactive enablement among others, yet traditional marketing approaches bring in positives impacts like: the ability to reach prospects that are off online or not any social media, control of people’s feedback, focused customer reach and others. Furthermore, elements in a marketing mix complement and generate information of one another. Data security and information control must be handled with lots vigilance and with caution.

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Home » Blog » Dissertation » Topics » Marketing » Social Media Marketing » 80 Social Media Marketing Research Topics

80 Social Media Marketing Research Topics

FacebookXEmailWhatsAppRedditPinterestLinkedIn If you are a student searching for captivating research topics in social media marketing, look no further. Whether you are pursuing an undergraduate, master’s, or doctoral degree, selecting a research topic that is both relevant and engaging is crucial to making a valuable contribution to the field. Social media has become integral to our […]

If you are a student searching for captivating research topics in social media marketing, look no further. Whether you are pursuing an undergraduate, master’s, or doctoral degree, selecting a research topic that is both relevant and engaging is crucial to making a valuable contribution to the field.

Social media has become integral to our lives, transforming how individuals interact, businesses operate, and information is disseminated. As a result, understanding the intricacies of social media marketing has become increasingly vital for organizations seeking to effectively engage their target audience, build brand awareness, and drive business growth. Social media marketing is a component of digital marketing ; digital marketing encompasses a broader range of strategies and channels beyond just social media platforms.

This blog aims to inspire and guide you in exploring a wide range of research topics in social media marketing. From analyzing consumer behaviour to examining the impact of influencer marketing and exploring the ethical considerations of social media advertising , these topics will enable you to delve into the theoretical frameworks, practical applications, and emerging trends in social media marketing. So, get ready to embark on a journey of uncovering the power of social media and its impact on marketing strategies.

A List Of Potential Research Topics In Social Media Marketing:

• Examining the effectiveness of social media influencer collaborations in driving brand partnerships.
• Analyzing the role of social media advertising in enhancing brand awareness and recognition.
• A comprehensive review of social media marketing measurement and evaluation frameworks.
• Examining the impact of social media on consumer perceptions of brand authenticity in the UK fashion industry.
• The impact of social media on brand community development and customer loyalty.
• Examining the effectiveness of social media marketing in reaching niche markets and target segments.
• Analyzing the role of social media platforms in promoting eco-friendly behaviours among UK consumers.
• What key factors influence consumer decision-making and purchasing behaviour post-COVID on social media platforms?
• How has the COVID-19 pandemic reshaped the landscape of social media influencers and brand collaborations?
• Investigating the impact of social media marketing on customer lifetime value and profitability.
• How has the COVID-19 pandemic impacted the effectiveness of social media advertising and promotional campaigns?
• Examining the influence of social media marketing on the UK luxury goods industry: A case study analysis.
• Analyzing the impact of influencer marketing on consumer behaviour in the UK: A case study approach.
• What are the implications of remote work and virtual events on social media marketing strategies post-COVID?
• Analyzing the influence of social media engagement on brand loyalty in the UK hospitality industry.
• What are the key strategies employed by businesses to adapt their social media marketing during the COVID-19 crisis?
• What challenges do businesses face in managing customer interactions and feedback on social media post-COVID?
• Exploring the use of social media platforms for political campaigning in the UK: A comparative study.
• Reviewing the role of social media platforms in building and managing brand communities.
• The role of social media platforms in shaping consumer perceptions of brand authenticity.
• Exploring the role of social media in shaping consumer attitudes and opinions toward social responsibility initiatives.
• The role of social media influencers in shaping consumer perceptions of product quality.
• Evaluating the effectiveness of social media advertising regulations in the UK: A case study analysis.
• What are the best practices for measuring and evaluating the return on investment (ROI) of social media marketing post-COVID?
• How have businesses incorporated social media into their omnichannel marketing strategies in the wake of the COVID-19 crisis?
• Investigating the impact of social media marketing on customer satisfaction and loyalty.
• A comprehensive social media marketing literature review: Trends, theories, and future directions.
• Analyzing the ethical considerations in social media marketing: A review of existing frameworks.
• Examining the use of artificial intelligence in social media marketing strategies.
• Analyzing the influence of social media marketing on consumer trust and perceived credibility.
• The impact of social media marketing on consumer attitudes toward privacy and data security.
• Analyzing the effectiveness of social media storytelling in influencing consumer behavior.
• Analyzing the role of social media customer reviews and ratings in influencing purchase decisions.
• Investigating the role of social media in promoting sustainable brands in the UK market.
• Examining the effectiveness of social media influencers in crisis communication and brand recovery.
• The impact of social media marketing on brand equity and perceived brand image.
• Analyzing the impact of influencer marketing on consumer behavior: A systematic review.
• What ethical considerations surround data privacy and security in social media marketing post-COVID?
• Analyzing the influence of social media advertising transparency on consumer trust and engagement.
• How has the COVID-19 pandemic affected consumer trust and engagement with brands on social media?
• The impact of social media engagement on brand loyalty and customer retention.
• Reviewing the effectiveness of social media listening tools for consumer insights and sentiment analysis.
• What are the emerging opportunities for businesses to leverage social media as a sales and distribution channel in the post-COVID era?
• How has the role of social media influencers evolved in the post-COVID era?
• Examining the impact of social media marketing on consumer trust and privacy concerns in the UK.
• How have businesses utilized social media listening and sentiment analysis to monitor and respond to consumer sentiments during the COVID-19 pandemic?
• How has the COVID-19 pandemic influenced consumer behavior on social media platforms?
• Analyzing the influence of social media endorsements on consumer trust and purchase intentions.
• Analyzing the role of social media in facilitating online customer communities in the UK gaming industry.
• How has user-generated content on social media platforms evolved in the post-COVID era?
• A systematic review of social media crisis communication strategies: Lessons learned and best practices.
• Analyzing the impact of user-generated content on brand image and reputation: A literature review.
• Investigating the role of social media in crisis management and reputation repair.
• Investigating the impact of social media marketing on customer-generated brand content.
• Examining the role of social media platforms in driving customer engagement and brand advocacy.
• A critical review of social media engagement metrics and their implications for marketing performance.
• What are the best practices for utilizing social media platforms as communication channels in the post-COVID environment?
• Investigating the impact of social media advertising personalization on consumer engagement and response.
• Exploring the effectiveness of user-generated content in social media marketing campaigns.
• Analyzing the effectiveness of social media listening and sentiment analysis in shaping marketing strategies.
• How have businesses leveraged social media platforms for crisis communication and brand reputation management during the COVID-19 pandemic?
• How have businesses adjusted their social media content strategies to address consumers’ changing needs and concerns post-COVID?
• Analyzing the role of social media influencers in shaping consumer attitudes towards health and wellness products in the UK.
• Examining the effectiveness of social media marketing strategies in the UK retail industry.
• Exploring the relationship between social media marketing and customer relationship management.
• Exploring the role of social media advocacy in driving online and offline word-of-mouth marketing.
• Investigating the effectiveness of social media storytelling in promoting UK-based nonprofit organizations.
• What are the emerging trends in social media marketing post-COVID, and how are businesses leveraging them?
• The impact of social media influencer marketing on consumer purchase behavior.
• Investigating the role of social media in promoting destination marketing in the UK tourism sector.
• Exploring the role of social media contests and giveaways in generating brand awareness and engagement.
• How have businesses used social media platforms to foster community engagement and support during the COVID-19 pandemic?
• The role of social media in facilitating customer co-creation and innovation in product development.
• The impact of influencer authenticity on consumer attitudes and purchase intentions.
• Reviewing the effectiveness of social media advertising strategies: A synthesis of empirical studies.
• Investigating using social media platforms for customer relationship management in UK-based financial services.

In conclusion, if you are a student searching for compelling research topics in social media marketing for your dissertation, this comprehensive list provides a range of options suitable for undergraduate, master’s, and doctoral levels. These topics cover diverse aspects of social media marketing, including consumer behavior, influencer marketing, advertising strategies, brand engagement, and ethical considerations. By selecting a topic aligned with your research interests and academic level, you can contribute to the evolving field of social media marketing and make a valuable contribution to theory and practice.

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