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How does social media enable SMEs to influence the domestic consumer behavior?
Mälardalen University, School of Business, Society and Engineering. (16)
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Date:                               4/6/2018

Level:                              Bachelor thesis in Business Administration, 15 cr

Institution:                    School of Business, Society and Engineering, Mälardalen University

Authors:                         Sebastian Pino

                                         (95/08/14)

Title:                                How does social media enable SMEs to influence the domestic consumer behavior?

Tutor:                              Edward Gillmore

Keywords:                     Social media; consumer behavior; influencing factors; SMEs

Research

questions:                      How does social media enable SMEs to influence the domestic consumer behavior?

Purpose:                        The purpose of this study is to understand the different factors that permit companies to influence consumers’ behavior when using social media. In particular, the goal of this study is to analyze and examine how one individual’s buying decision can be affected by others and determine what are the persons that can have more influencing power.

Method:                         The method used to reach the purpose of this study consisted of a detailed examination of the subjects related to the thesis from different type of sources such as articles, websites, reports. Creation of questionnaire to gather data concerning the consumers’ perspective on this field. Interviewing companies to have relevant information and understanding organizations’ perspective.

Conclusion:                  The data collected showed the importance of social media as marketing tool in order to inform, stimulate customers to change their consumers’ behavior.

Place, publisher, year, edition, pages
2018. , p. 59
Keywords [en]
Social media; consumer behavior; influencing factors; SMEs
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-39536OAI: oai:DiVA.org:mdh-39536DiVA, id: diva2:1213431
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2018-06-18 Created: 2018-06-04 Last updated: 2018-06-18Bibliographically approved

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Citation style
  • apa
  • ieee
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  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf