A Study of Impact of Social Media Marketing in Consumer Behaviour

Abstract

This master's thesis explores how social media marketing affects customer behavior in the modern digital environment. Businesses looking to succeed in the digital marketplace must now comprehend social media's impact on consumer behavior due to its widespread use and crucial position in marketing tactics. Using a mixed-method approach, this study explores the intricate relationships between social media marketing initiatives and customer decision-making processes through the use of both quantitative surveys and qualitative interviews.