Assessing the impact of social media marketing on buying behaviour of pet owners in Ireland

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Authors
Venkatesh, Aishwarya
Issue Date
2020
Degree
MSc in Digital Marketing
Publisher
Dublin Business School
Rights
Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
Abstract
Social media marketing is a process that allows businesses to introduce their products or services to consumers and many companies are looking out for ways to enhance the selling of goods or services. Consumer buying behaviour refers to the actions by the consumers before buying a product or service, understanding the buying behavior of consumers is very important for businesses to promote products and improve sales effectively. This study attempts to assess the impact of social media marketing on buying behaviour of Pet Owners in Ireland and to help Irish Pet business to effectively market their products. Primary data was collected by surveying 100 Pet Owners in Ireland. From the quantitative findings, it has been found that social media as a source of information has a positive association with Pet Owners buying behaviour. Recommendations include that companies should provide real-time system displayed through social media so that Pet products and accessories are effectively promoted.