Abstract
THE PROBLEM
The digital world and Social Media have changed the economic landscape.
Marketers face challenges in succeeding in their marketing approaches. Real-time
communication on a global level has not only made information transparent, but has
also empowered consumers. This empowerment has changed the way consumers
consume and engage with companies. Not only this, but also the fact that Social
Media has become an almost necessary network for human beings, users
experience challenges and opportunities when they participate.
The aim of this dissertation is to understand the relationship between consumers
actual behaviour on social media and their purchase behaviour. Further, insights on
consumers self-assessment and self-presentation on Social Media is investigated.
METHODOLOGY
The centre of the research was defined as German Millennials. As a result, only
respondents in this group could participate. The research results are based on an
online survey, which included 23 questions. The researcher used a quantitative
mono-method. Further, a deductive research approach has been chosen, which
implies the testing of pre-defined hypothesises. In total 104 respondents participated
in this survey, with 4 respondents were excluded.
iv
CONCLUSION RECOMMENDATION
The dissertation reveals a relation between consumers actual social media
behaviour and their purchase behaviour. Further, a strong discrepancy between
consumers’ self-assessment in respect with social was explored. In addition, female
consumers were higher influenced by social media. Nevertheless, two out of three
hypotheses were solely proven partially. As a result, further research is suggested in
order to develop a deeper understanding.
