The impact of consumers‘ actual behaviour on social media on their purchase behaviour
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MSc in Marketing
Dublin Business School
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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.