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This research examines the impact of social media on consumer behavior, focusing on how consumer behavior and habits change after the use of social media by German and Chinese young consumers. A comparison of the differences between the two groups is also conducted. The study was conducted based on theoretical background and terminology, followed by six hypotheses. Then this research determined the scope, target population, and sample size before using focus groups and online questionnaires as survey methods. While analyzing the questionnaire data, the research tested the hypotheses and demonstrated the effects between the variables. The results indicated partial agreement with existing studies. Browsing time positively correlates with the purchase journey. The duration of online discounts negatively correlates with transaction speed. Young consumers' demand increases with the amount of time they spend browsing product advertisements. However, some findings ran counter to previous investigations. The impact of SMM on young consumers has no adverse effect on the time spent browsing products. Moreover, only in some cases, young consumers' purchase intentions are positively correlated with demand.
Keywords: Young consumers, Social media marketing, Consumer behavior, Purchase journey, Purchase intention, Online time-limited discounts, Demand
Recent work has pointed out the importance of social media for various components of a firm’s marketing communication strategy. However despite the clear movement to use social media as a marketing tool in general, the topic has captured little attention in academic literature, while limited research in general has closely examined online social media channels in the international content. To address this research gap the primary aim of this paper is to assess whether and to what extent international companies do adjust their marketing activities to the UK market. With the main focus on companies Facebook profiles this research paper focuses on the marketing efforts of the top 5 Facebook brands according to their number of followers from August 2014 to September 2015.