How important and effective is social media marketing on consumer behaviour in the retail services sector, especially in coffee and cake shops? A comparison study on the impact thatsocial media has on consumer behaviour in London and Istanbul
Başlık çevirisi mevcut değil.
- Tez No: 721229
- Danışmanlar: DR. PAUL REYNOLDS
- Tez Türü: Yüksek Lisans
- Konular: Reklamcılık, Radyo-Televizyon, İletişim Bilimleri, Advertising, Radio and Television, Communication Sciences
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2019
- Dil: İngilizce
- Üniversite: The Unıversıty Of The West Of Scotland
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
Özet yok.
Özet (Çeviri)
Technology has developed and developed very quickly and also affects human life. New tools and definitions are entering the lives of people through technological developments. Social media is one of the most important and influential new definitions of human life. Social media, which existed and used only to communicate with people at the beginning, has reached a very different dimension in human life and has become a tool that affects people. This has attracted the attention of many sectors, especially the business world and has gained the concept of social media marketing to digital marketing. This study aims to investigate the effect of social media marketing on consumer behaviours in retail sector, especially coffee and cake shops. The purpose of this study is to determine whether social media is important for consumers, whether consumers are affected by social media, whether consumers decide to go to the place influenced by social media and whether social media has an effect on retail sector, especially cake and coffee shops. In addition, while examining all these, it was investigated whether the effect of social media on consumer behavior varies from region to region. For this purpose, a survey was conducted on the use of social media with consumers selected from Istanbul and London. In this study, quantitative methods have been taken as basis for the research to achieve the above aims. The information collected from the online surveys in Istanbul and London were analysed by SPSS, a reliable statistical program. While analysing the data, Chi Square and T Test were performed by using SPSS program. This study proves that social media is an effective and important tool for consumers, consumers are influenced by the comments on social media, consumers are influenced by social media and decided to go to coffee and cake shops.
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