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.
2018. , p. 59