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

dc.contributor.advisorLadias, Chantalen
dc.contributor.authorVenkatesh, Aishwarya
dc.date.accessioned2021-03-18T11:10:31Z
dc.date.available2021-03-18T11:10:31Z
dc.date.issued2020
dc.description.abstractSocial 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.en
dc.identifier.citationVenkatesh, A. (2020). Assessing the impact of social media marketing on buying behaviour of pet owners in Ireland. Masters Thesis, Dublin Business School.en
dc.identifier.urihttps://esource.dbs.ie/handle/10788/4114
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.holderCopyright: The authoren
dc.rights.urihttp://esource.dbs.ie/copyrighten
dc.subjectSocial mediaen
dc.subjectConsumer behavioren
dc.subjectPet ownersen
dc.titleAssessing the impact of social media marketing on buying behaviour of pet owners in Irelanden
dc.typeThesisen
dc.type.degreelevelMSc
dc.type.degreenameMSc in Digital Marketingen
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