Refine
Year of publication
- 2018 (1)
Document type
- Bachelor Thesis (1)
Language
- English (1)
Has full text
- No (1) (remove)
Is part of the Bibliography
- No (1)
Keywords
- Buying behaviour (1)
- Online advertising (1)
- Social media (1)
- eWOM (1)
Course of studies
Social media is important to the private lives of people. Marketers can use this to sell their products and create a competitive advantage. This study’s research questions were formulated in order to examine this topic more closely. The aim of this thesis is to provide a theoretical background on social media and the influence of purchase decisions, as well as empirical evidence. Secondary data from various journals and articles was used to provide a theoretical framework based on the latest information. Empirical studies by researchers in different industries have examined the topic with a statistical approach. Their findings are used to provide a practical perspective. The results show that social media has a positive influence on consumers’ purchase behaviour. The conclusion discusses recommendations for future research, limitations and a critical view on existing empirical research and theory on this topic.