Social Media Marketing and the Impact on Consumer Behavior

• Main Author: 波蒂娜
• Other Authors: LIU, SHANG-CHIA
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/63uyvp

碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 106 === The primary goal of this thesis is to understand and analyze the impact of successful social media marketing on the business, the consumer and their relationship. This thesis begins by answering why building a social media presence for a brand impacts the consumers purchase decision. Next, the paper delves into current trends of social media site marketing. For example, there is a major shift from desktop to mobile which heightens the need for businesses to embrace a strong social media presence. The paper then explores how these trends are used to shape a successful social media marketing strategy. Because each platform carries a unique social media “etiquette”, analyzing the tactics to create a strong online presence on Facebook, Twitter, and Instagram is reviewed. Next, the report analyzes social media marketing in Asia, as this region has the highest number of social media users worldwide. Understanding the successful strategies that target the highly diverse Asian market is important for businesses building a brand for an international market. Next, a case study on Glossier, a makeup company that accredits its success towards brand loyalty and online communities, is analyzed. The research method used in this report is an in-depth interview of young adults from America, Spain, Thailand, and Taipei, to better understand how their interaction with brands on social media has impacted their brand loyalty and overall purchase decisions. The outcome of these findings are further discussed in the conclusion. In conclusion, this thesis provides valuable insight into the ever-growing world of social media marketing and its importance for businesses to survive in an increasingly global world.