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The Impact of Social Media on Consumer Behavior in Electron Sector Proposal


Introduction

Advertisers and marketers in the recent years have exploited social media as an increasing platform for product and service advertising. This is because of the capacity of the social media to go beyond the limits of a company’s web pages, the ability of social media to enhance awareness of a product through attraction, as opposed to interruption, and the advantage of reaching a wider target market that would be difficult and expensive to reach using other models of advertising.

A considerable amount of academic research has been conducted into the Impact of social media on consumer behavior. Such research has found a number of variables, which moderate the effectiveness of social media in product and service image and consumer awareness enhancement.

Statement of the Problem and Research Objectives

Despite availability of considerable amount of academic research on the impacts of social media on consumer behavior, very little efforts have been directed towards examining its impacts on consumers within the electronic sector.

As such, the implications of social media on consumer behavior in the electronic sector remain unclear. This study aims at examining the impact of social media on consumer behavior in the electronic sector and thereby, bridging this gap in literature.

This study will also seek to examine the following objectives

  • To investigate the impact of social media on electronics’ brand perceptions and intentions to purchase
  • To critique literature on e-consumer behaviour, focusing on its five major dimensions: functional attributes, social factors, experiential aspects, situational factors, and consumer traits in electronics sector.
  • To present the results from this primary research and discuss the implications of social media on consumer behavior in the electronic sector.

List of Literatures

A comprehensive review of both theoretical and empirical literature will constitute the literature review. This will draw an analysis of recent research articles on consumer behavior, consumer psychology and brand management.

Brief Outline and Research plan

The research paper will have a detailed outline that will seek to examine this research topic. It will comprise of an introduction, purpose of the study and problem background that will seek to provide background, significance of the study, scope of the study and limitations. The second chapter will provide an analysis of relevant literatures in the field.

In the research methodology, data will be collected first and theories developed after data analysis is carried out. The research conducted will be a clear case of a case study strategy, where a questionnaire will be replicated and the items in the questionnaire measured (Ozgener & Iraz, 2005). Case study methodology includes both single and multiple or collective case studies (Stake, 1994; Yin, 2003).

According to Stake (1994), the latter may result in a fuller picture of the phenomenon of interest. In order to provide an enhanced understanding of the experiences of consumers in electronic sector, this research examined multiple case studies.

The analytic strategy will be adopted in the analysis of data that will include strategies for exploratory qualitative studies. Data generated will be analyzed qualitatively.

To carry out a comparative analysis on measure the differences in quality between these two radiology programs, a measure of correlation and dependence will be employed. The conclusion will summarize the main points addressed by the research paper, provide recommendations and future research.

References

Aaker, D.A. 1996. Building Strong Brands. New York: The Free Press.

Aaker, J. L. 1997. Dimensions of brand personality. Journal of Marketing Research 34(3): 347–356.

Ahuvia, A.C. 2005. Beyond the extended self: Loved objects and consumers’ identity narratives. Journal of Consumer Research 32(1): 171–184.

Arnould, E. J, Thompson, C. J. 2005. Consumer culture theory (CCT): twenty years of research. Journal of Consumer Research 31(4): 868–882.

Govers, P.C.M, and Schoormans, J.P.L. 2005. Product personality and its influence on consumer preference. Journal of Consumer Marketing 22(4): 189–197.

Keller, K.L. 2008. Strategic Brand Management. Pearson Education. NJ: Upper Saddle River.

Yin, R. K. (2003). Case study research: Design and methods. Newbury Park: Sage.

Stake, R. E. (1994). Case studies: Handbook of qualitative research. London: Sage.

Ozgener, B and Iraz, N. (2005). Research methods for business students. Prentice Hall: London

This proposal on The Impact of Social Media on Consumer Behavior in Electron Sector was written and submitted by your fellow student.
This paper has been submitted by user Sasha Carroll who studied at Wake Forest University, USA, with average GPA 3.49 out of 4.0.
You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly.

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Reference

Carroll, S. (2020, January 25). The Impact of Social Media on Consumer Behavior in Electron Sector [Blog post]. Retrieved from https://ivypanda.com/essays/the-impact-of-social-media-on-consumer-behavior-in-electron-sector-proposal/

Work Cited

Carroll, Sasha. "The Impact of Social Media on Consumer Behavior in Electron Sector." IvyPanda, 25 Jan. 2020, ivypanda.com/essays/the-impact-of-social-media-on-consumer-behavior-in-electron-sector-proposal/.

1. Sasha Carroll. "The Impact of Social Media on Consumer Behavior in Electron Sector." IvyPanda (blog), January 25, 2020. https://ivypanda.com/essays/the-impact-of-social-media-on-consumer-behavior-in-electron-sector-proposal/.


Bibliography


Carroll, Sasha. "The Impact of Social Media on Consumer Behavior in Electron Sector." IvyPanda (blog), January 25, 2020. https://ivypanda.com/essays/the-impact-of-social-media-on-consumer-behavior-in-electron-sector-proposal/.

References

Carroll, Sasha. 2020. "The Impact of Social Media on Consumer Behavior in Electron Sector." IvyPanda (blog), January 25, 2020. https://ivypanda.com/essays/the-impact-of-social-media-on-consumer-behavior-in-electron-sector-proposal/.

References

Carroll, S. (2020) 'The Impact of Social Media on Consumer Behavior in Electron Sector'. IvyPanda, 25 January.

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