consumer behavior bachelor thesis

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Bachelor's thesis IMPACTS OF SOCIAL MEDIA ON CONSUMER BEHAVIOR – Decision Making Process

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Nazmul Tahsin

Zenodo (CERN European Organization for Nuclear Research)

Petar Borisov

Dr. Theodore J Bagwell

This paper examined the influence of social media advertising on consumers during their purchase decision-making process and the implication for marketers. It was a qualitative study that utilized secondary data to base its findings and generalizations. The study was motivated by the need to highlight the roles played by social media advertising on consumers during their purchase decision-making process. Since, it was a qualitative study, no hypotheses were tested to generate findings. Instead, the findings of the study were extracted from empirical review of similar studies conducted by researchers around the world. These findings revealed that social media advertising (FaceBook advertising, Instagram advertising, Twitter advertising, and YouTube advertising) a significant influence on consumers during their purchase decision-making process. On that note, it was concluded that social media advertising plays a fundamental role in influencing consumer behavior during the purchase decision-making process. The following implications were drawn for marketers: social media advertising has come to stay, so marketers of the modern age should learn and adopt this important strategy; social media advertising is more strategic, targeted and measurable than traditional media advertising; social media advertising can substitute for traditional media advertising in some cases; the advent of social media advertising is only one step towards a more digitized and internet-based marketing practice in the nearest future; and marketing requires adaptation and innovation, hence as customers have gone digital, so should modern marketers.

Tandieka Johnson

Randhika Curana

THE IMPACT OF SOCIAL MEDIA ADVERTISMENT ON CONSUMER BUYING BEHAVIOUR - Bajon Daa Useni

Bajon Daa Useni

This study investigates the impact of social media advertising on consumer buying behavior. With the pervasive influence of social media platforms in contemporary society, businesses increasingly rely on social media advertising to reach and engage with consumers. The study utilizes secondary data spanning from 2013 to 2023 to analyze the relationship between social media advertising exposure and consumer buying behavior. Drawing on theories from economics and marketing, as well as empirical research on social media advertising effectiveness, the study employs regression analysis, mediation analysis, and moderation analysis to examine the direct and indirect effects of social media advertising on consumer purchase intentions and satisfaction. The findings reveal that social media exposure positively influences consumer purchase intentions, with brand awareness mediating this relationship. Additionally, demographic variables such as gender, age group, and occupation moderate the effectiveness of social media advertising on consumer buying behavior. Based on these findings, recommendations are provided for businesses to optimize their social media advertising strategies and enhance consumer engagement and satisfaction. The study contributes to the understanding of the role of social media advertising in shaping consumer behavior and provides valuable insights for practitioners and researchers in the fields of marketing and economics.

SDIWC Organization

The flow of information in the age of social media is bidirectional and interactive, hence creating wealth of information. This information is leveraged by the consumer when conducting external search for his consumption decisions. However, only few studies have explored the influence of social media content on decision making act during the consumption process, it hence needs further investigation. In this study, we try to fill the gap by using in depth interviews with 21 participants, to investigate how product information on social media influences consumers’ propensity to consume. The findings of the research propose the “IDEA” model which explains that Social Media Content can influence the decision making process of other consumers (1) by providing Information about products, (2) by instilling Desire among consumers, (3) by sharing of Experience knowledge and (4) by extinguishing Anxiety around a product purchase decision. Our results give the community managers some elements to understand and manage their brand’s appearance in different social media.

husnain mustafa

UNICAF UNIVERSITY

Geofrey Lusaggi

For any business to thrive in this era, it has to embrace social media in its marketing strategy combination as a critical element of business operations. The strength of the customer relationships is through uniting communications across the entire business, from 6 marketing and sales to customer service and operations. Cheri Husney in Guth, D. J .(2021) is asserts that even if one uses the traditional marketing platforms like seminar, the exercise becomes more fulfilling and effective when followed by social media platforms like tweeter, SMS, and others. A business must engage hybrid marketing approach of including online and traditional marketing. This helps the business to optimize the scarce recourse for best results. Integration of social media marketing to other core business process enables greater yields (Bae, Il-Hyun, Zamrudi, M.F., 2018). This approach strikes a balance between the positives impacts of conventional marketing like: ease, faster and cheap way of reaching mass customers, instant feedback, market intelligence and proactive enablement among others, yet traditional marketing approaches bring in positives impacts like: the ability to reach prospects that are off online or not any social media, control of people’s feedback, focused customer reach and others. Furthermore, elements in a marketing mix complement and generate information of one another. Data security and information control must be handled with lots vigilance and with caution.

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Dissertations / Theses on the topic 'Consumer behaviour'

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Martínez, Bárbara, and Sara Pérez. "Consumer Behaviour." Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1595.

The aim of this work is to understand the consumer behaviour. The research is going to be focus on the factors that influence the consumers behaviour. The purpose of this paper is to know the different aspects that the consumers have into account when they decide to use a certain product.

Westberg, Kathleen J., and n/a. "The Impact of Cause-Related Marketing on Consumer Attitude to the Brand and Purchase Intention: A Comparison with Sponsorship and Sales Promotion." Griffith University. School of Marketing, 2004. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20050211.124210.

Westberg, Kathleen J. "The Impact of Cause-Related Marketing on Consumer Attitude to the Brand and Purchase Intention: A Comparison with Sponsorship and Sales Promotion." Thesis, Griffith University, 2004. http://hdl.handle.net/10072/366195.

Lourenço, Jacqueline Areal. "Children consumer behaviour field lab: the Nestum consumer." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10285.

Abu, Hasan Zuha. "Interpreting green consumer behaviour : an exploratory examination of Cardiff consumers." Thesis, Cardiff University, 2011. http://orca.cf.ac.uk/24494/.

Whiting, Philip. "Can Changes to Product Behaviour Alter Consumer Behaviour?" Thesis, Griffith University, 2014. http://hdl.handle.net/10072/366234.

Hasslinger, Anders, Selma Hodzic, and Claudio Opazo. "Consumer Behaviour in Online Shopping." Thesis, Kristianstad University College, School of Health and Society, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-4715.

The Internet has developed into a new distribution channel and online

transactions are rapidly increasing. This has created a need to understand how

the consumer perceives online purchases.

The purpose of this dissertation was to examine if there are any particular

factors that influence the online consumer. Primary data was collected through

a survey that was conducted on students at the University of Kristianstad.

Price, Trust and Convenience were identified as important factors. Price was

considered to be the most important factor for a majority of the students.

Furthermore, three segments were identified, High Spenders, Price Easers and

Bargain Seekers. Through these segments we found a variation of the different

factors importance and established implications for online book stores.

Jeub, Lucas G. S. "Networks, communities, and consumer behaviour." Thesis, University of Oxford, 2015. https://ora.ox.ac.uk/objects/uuid:15a20771-8844-4b01-b187-0b8d411bc457.

Dizdarevic, Goran. "Data Fusion for Consumer Behaviour." Thesis, KTH, Matematisk statistik, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-209247.

Duh, Helen Inseng. "Money attitudes and materialism among generation Y South Africans: a life-course study." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1008612.

Blomqvist, Anna, Louise Nyman, and Frida Lennartsson. "Consumer Attitudes Towards Online Grocery Shopping : A Research Conducted on Swedish Consumers." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26652.

Ayalew, Romel. "Consumer behaviour in Apple's App Store." Thesis, Uppsala universitet, Institutionen för informatik och media, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-166547.

David, Yigal. "Consumer behaviour in voice based interactions." Thesis, Middlesex University, 2015. http://eprints.mdx.ac.uk/17321/.

El, Said Ghada Refaat. "Cultural effect on electronic consumer behaviour." Thesis, Brunel University, 2006. http://bura.brunel.ac.uk/handle/2438/412.

Sehib, Khairia A. H. "Consumer food shopping behaviour in Libya." Thesis, University of Newcastle upon Tyne, 2013. http://hdl.handle.net/10443/2289.

Mahmood, Ammara. "Essays on consumer behaviour and pricing." Thesis, University of Oxford, 2014. http://ora.ox.ac.uk/objects/uuid:2f99d998-5536-44cc-aae1-99fb97f1a191.

Svensson, Karolina, and Nathalie Myhre. "Insights about the Swedish ethical consumer : a study on consumer behavoiur towards fairtrade coffee." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-9690.

Dootson, Paula. "Where do consumers draw the line? : an investigation of deviant consumer behaviour." Thesis, Queensland University of Technology, 2014. https://eprints.qut.edu.au/75517/1/Paula_Dootson_Thesis.pdf.

Lefevre, Emelie, and Marcus Nilsson. "The responsible consumer – Consumer consciousness from idea to delivery : an exploratory study of consumers’ willingness to act socially responsible when purchasing fashion online." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20779.

Hanel, Vanessa K., and University of Lethbridge Faculty of Management. "Socially conscious consumer behaviour : the role of ethical self-identity in the use of mental accounting / Vanessa K. Hanel." Thesis, Lethbridge, Alta. : University of Lethbridge, Faculty of Management, 2010, 2010. http://hdl.handle.net/10133/2598.

Nordfält, Jens. "Is consumer decision-making out of control ? : non-conscious influences on consumer decision-making for fast moving consumer goods /." Stockholm : Economic Research Institute, Stockholm School of Economics (EFI), 2005. http://web.hhs.se/efi/summary/673.htm.

Vervliet, Bruce Morton. "A model for green product purchasing behaviour." Thesis, Nelson Mandela University, 2016. http://hdl.handle.net/10948/13636.

HUO, Yue. "Susceptibility to global consumer culture : scale development and purchase behaviour of Shanghai consumers." Digital Commons @ Lingnan University, 2008. https://commons.ln.edu.hk/mkt_etd/7.

Nordling, Cim. "Video consumption in 2020 : A study on consumer behaviour and consumer motives." Thesis, KTH, Medieteknik och interaktionsdesign, MID, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-170134.

Abley, Jennifer. "Stated preference techniques and consumer choice behaviour." Thesis, Cranfield University, 2002. http://hdl.handle.net/1826/4063.

Stewart, Christopher. "Modelling and comparing OECD countries' consumer behaviour." Thesis, London Metropolitan University, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.297585.

Hewer, Paul A. "The sociology of consumer behaviour and men." Thesis, University of York, 1995. http://etheses.whiterose.ac.uk/10834/.

Norrgård, I. (Isadora). "Consumer buying behaviour in online legal services." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201911223154.

Cornovan, Daniela <1996&gt. "Italian consumer behaviour towards plant-based meat." Master's Degree Thesis, Università Ca' Foscari Venezia, 2022. http://hdl.handle.net/10579/20804.

SEHRAWAT, SHIVANGI. "ANALYSING CONSUMER BEHAVIOUR IN INDIAN HATCHBACK MARKET." Thesis, DELHI TECHNOLOGICAL UNIVERSITY, 2021. http://dspace.dtu.ac.in:8080/jspui/handle/repository/18341.

Borowa, Monika. "The demand for tourism services in Poland between 1990 and 2005." Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1596.

Tourism plays an important role in today’s world. More and more people leave all the issues and problems behind, and just travel to relax and experience something unique in their lives. The main research question of this paper has been created:

“Did consumer behaviour affect what services tourism companies provided in Poland between 1990 and 2005?”

The objective of this paper is to fill the lack of knowledge about tourism offerings in Poland. The purpose of this study is to investigate travellers’ preferences for facilities and services in analysed country between 1900 and 2005. This study also investigates if consumer behaviour affects what services tourism companies will provide.

Apell, Karlsson Jennifer, Moa Gustafsson, and Rikard Rasmusson. "Consumers' Response to Irresponsible Corporate Behaviour : A Study of the Swedish Consumers' Attitude and Behaviour." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26693.

Perez, Montesa Luis. "Online and Smartphone Consumer Behaviour of Spanish Millennials." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205808.

Gradassi, Florent, and Justine Viennot. "The country of origin effect on the consumer behaviour : The impact of the "Made in France" on the Swedish consumer behaviour." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25469.

Smith, Andrew Peter. "Consumer's product choice behaviour : an application of chaos theory." Thesis, University of Stirling, 2000. http://hdl.handle.net/1893/1452.

Chan, Siu-kay. "Consumption behaviour of Mainland vacation visitors in Hong Kong." Hong Kong : University of Hong Kong, 2002. http://sunzi.lib.hku.hk/hkuto/record.jsp?B25018036.

Chak, Chi-kin. "Consumer behaviour with regard to the replacement of domestic cooking appliances in Hong Kong /." [Hong Kong] : University of Hong Kong, 1990. http://sunzi.lib.hku.hk/hkuto/record.jsp?B12923084.

McCole, Patrick. "Dimensionalising trust in Internet buying behaviour." Thesis, University of Ulster, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.272536.

Guido, Gianluigi. "An incongruity-salience hypothesis on consumer awareness." Thesis, University of Cambridge, 1995. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.263008.

Shum, Yiu-cheung Paul. "Property buying behaviour in Shenzhen." Click to view the E-thesis via HKUTO, 2002. http://sunzi.lib.hku.hk/hkuto/record/B31969203.

Hernández, Maskivker Gilda Maria. "Consumer waiting behaviour: Priority passes in tourism services." Doctoral thesis, Universitat Rovira i Virgili, 2015. http://hdl.handle.net/10803/454776.

Harmgart, H. "Consumer behaviour, feedback information and the supermarket industry." Thesis, University College London (University of London), 2006. http://discovery.ucl.ac.uk/1445544/.

Abdelhadi, Amal M. "Libyan consumer aberrant behaviour: factors affecting its adoption." Thesis, Nottingham Trent University, 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.657616.

Al-Otaibi, O. S. "Shopping centre development and consumer behaviour in Kuwait." Thesis, University of Exeter, 1988. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.234014.

Hamilton, Robert. "[Credit] scoring : predicting, understanding and explaining consumer behaviour." Thesis, Loughborough University, 2005. https://dspace.lboro.ac.uk/2134/13053.

Uncles, M. D. "Models of consumer shopping behaviour in urban areas." Thesis, University of Bristol, 1985. http://hdl.handle.net/1983/653c145a-2ac7-49a9-bd65-3bd88de90217.

Hasan, Maher Mohamad. "Factors influencing Consumer Behaviour on the Czech Market." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16370.

Foxall, Gordon R. "Consumer psychology in behavioural perspective : an evaluation of the contribution of the experimental analysis of behaviour to consumer research." Thesis, University of Strathclyde, 1989. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21219.

Fu, Qingchen, and Yue Yuan. "Factors influencing Chinese consumer behavior purchasing clothes online in Sweden." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19946.

Andersson, Johannes, Martin Blomkvist, and Mattias Holmberg. "Blog Marketing - A consumer perspective." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-891.

The phenomenon of blogs is growing rapidly and is expected to increase even in a more rapid pace (Technorati, 2006, November 6). As Wright (2006) discuss; blogs provides a new way of communicating with customers, as customers want to be talked with, not to. Companies have newly started to pay attention to this and as a result, the concept of blog marketing has been born. The little research that has been done on blog marketing has been done from a company perspective. However, no or little research has yet considered how consumers use blogs. In order to use blogs as a communication tool, it is of huge importance for companies to understand how consumers use blogs in their decision making. Hence the purpose is;

“To explore how and why consumers use blogs in their decision making process“

In order to answer this purpose we conducted nine interviews on young adults, as previous research suggests that this population use blogs the most (Tremayne, 2007). From the collected data a qualitative analyze was made in which the empirical findings was analyzed with support of the theoretical framework.

From the analysis we found that consumers use blogs throughout their decision making. Within the consumers’ decision making, collaborative blogs was mostly used as the consumers could get more input from a larger audience and because this type of blog tended to cover a specific topic of interest for the consumers. Consumers were found mainly writing in the blogs when they had knowledge to contribute with or when they needed information that they could not otherwise find in the blogs.

We also noticed that consumers turned to groups they belonged to, so called normative group, or they turned to groups that they did not belong to, so called comparative groups. These groups influenced the consumer by providing them with knowledge and by giving them positive and negative confirmation on their choice of purchase. However normative groups also persuaded the consumer to buy products in order to belong to the group.

Besides this, a pattern of characteristics of the individuals that the consumer blogged with were noticed. Consumers wanted user experiences and thus the vast majority of these individuals they turned to, seemed to be consumers themselves, with relevant product experiences. The consumers also seem to blog more with certain individuals, whose opinions were valued more. These individuals often shared the latest information on products.

Lastly we found that consumers seemed to be selective when reading blog posts. The blog posts needed to contain detailed- and up-to-date information. Moreover, consumers wanted blog post to be written by other consumers because they saw them as more credible then companies. The consumers also chose to read blog posts that show similarities be-tween the consumer and the blogger in terms of either usage pattern of product or preference for product choices.

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Consumer Behavior

Open theses.

Normally, the subject for the Master thesis is selected among the topics of the Major. There is a possibility to write a thesis in the context of the current research projects even though there are no explicit theses announced.

Theses at the Marketing and Consumer Behaviour Group

Your study in Wageningen culminates in a BSc and/or MSc thesis. In a thesis you combine all skills learned in your study program into a single project. The marketing and consumer behaviour group offers BSc and MSc thesis.

The goal of a BSc thesis is to solve a practical or theoretical problem in marketing and/or consumer behaviour by doing research. The research has to meet scientific standards and thus you demonstrate your academic skills obtained during your education.

The goal of an MSc thesis is to contribute to scientific knowledge in marketing or consumer behaviour. The aim is to do research that meets scientific standards of scientific journals.

We supervise internal theses and external theses. Most MSc theses are internal, because this offers the best possibilities to make a scientific contribution. BSc theses are sometimes external, if organizations have relevant practical problems in marketing and/ or consumer behaviour that can be solved by doing research.

An internal thesis is conducted within the group. Internal theses contribute to the research program of the Marketing and Consumer Behaviour group. An internal thesis aims to contribute to publications in international scientific journals in marketing and consumer behaviour. For students interested in a research career, an internal thesis gives the best opportunity to develop academic research skills.

An external thesis is conducted outside the group. External theses contribute more remotely to the research program of the group. The application and further development of marketing and consumer behaviour knowledge prepares you to bring your academic skills into an applied environment.

Our thesis supervisors have their own areas of interest and expertise. The marketing and consumer behaviour group identifies research topics together with students that match the interests and ambitions of the student with the area of interest of a supervisor.

Our thesis supervisors

prof.dr.ir. JCM (Hans) van Trijp

• Understanding sustainable consumer behaviours
• Information and labelling approaches
• And the consumer-level effects of branding and positioning

prof.dr.ir. JME (Joost) Pennings

• Agricultural marketing
• Marketing institutions (auctions & exchanges)
• Commodity futures & options
• Risk management

dr.ir. ARH (Arnout) Fischer

• Consumer risk–benefit perception
• Attitude formation for innovative foods and foods based on new technologies
• Overview of possible theses themes

dr. PTM (Paul) Ingenbleek

• Strategic marketing
• Interface between marketing and sustainable development of agrifood sectors in emerging and developing countries
• Price strategy
• Marketing animal-friendly products

dr. B (Betina) Piqueras Fiszman

• Crossmodal interactions between foods' extrinsic and intrinsic properties (multisensory perception)
• Consumers' attention and motivation
• Sensory and consumer methodologies

dr.ir. PW (Ellen) van Kleef

• How healthy eating is influenced by individuals’ motivation and competences
• The role of the food environment
• Interventions in schools, restaurants and other real-life settings.

dr.ir.ing. FJHM (Frans) Verhees

• Marketing and innovation in medium, small and micro firms
• Contemporary marketing issues of farmers, horticultural growers, and food- and agribusiness firms

dr. HWI (Erica) van Herpen

• Consumer behaviour in retail settings
• In-home food behaviours and behavioural change
• Consumer adoption of reusable packaging

dr. YK (Ynte) van Dam

• Consumer theory and marketing theory
• Conflicts between long term goals and short term choices in consumers and throughout marketing systems

dr. IE (Ilona) de Hooge

• Emotional and subjective influences on marketing (supply chain)
• Consumer behaviour

dr. IACM (Ivo) van der Lans

• Individual choice processes
• The pros and cons of different quantitative research methods for studying substantive issues in consumer behaviour and marketing

dr.ir. EJ (Ellen) van Loo

• Digital support systems for healthy and sustainable consumer food choices
• Online grocery shopping and meal ordering
• Digital food marketing and personalization
• Food labeling
• Healthy and sustainable food consumption

dr. C (Caspar) Krampe

• How innovative technologies and digital approaches can contribute to the sustainable transformation of markets
• Focusing on consumer research and business-to-business marketing

dr. M (Maede) Amini Velashani

• Online retailing
• Digital food marketing
• The effect of social media on consumer behavior and sustainability

Students Consumer Behavior on Mobile Phone Market – Hoai Thu Tran

Váš prohlížeč internet explorer je zastaralý..

Jsou známa bezpečnostní rizika a prohlížeč možná nedokáže zobrazit všechny prvky této a dalších webových stránek.

Hoai Thu Tran

Bakalářská práce, students consumer behavior on mobile phone market, obhajoba závěrečné práce.

• Vedoucí: Ing. Tomáš Maier, Ph.D.

Citační záznam

Citace dle iso 690:, plný text práce, obsah online archivu závěrečné práce, jak jinak získat přístup k textu, česká zemědělská univerzita v praze.

Bakalářský studijní program / obor: Economics Policy and Administration / Business Administration

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• The Influence of Mobile Payment Methods on Consumer Behavior in China QIAN ZHANG
• Changes in Consumer Behavior and their Impact on Marketing Management Iuliia Dubrovna

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Impacts of social media on consumer behavior : decision making process

Lee, ethel (2013).

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Tiivistelmä, selaa kokoelmaa, henkilökunnalle.