Submitted by: Submitted by stalhakamal
Views: 10
Words: 2549
Pages: 11
Category: Other Topics
Date Submitted: 02/28/2016 10:18 AM
RESEARCH PROPOSAL
THE IMPACT OF SOCIAL NETWORKING SITES ON THE STUDENTS’ CONSUMPTION PATERNS
BY
SYED TALHA KAMAL
Under the supervision of Dr. Khalid Hussain Shaikh
ABSTRACT
The topic being explored is impact of social media advertisement. Within this proposal, Facebook Ads will be strictly the focus, and all other social media websites will be excluded. The information gathered in this study will be from students of Bahria University Karachi Campus. This study examines the effect of social media marketing on the purchasing habits of students. Finding will reveal that now days, Facebook will be used as an advertisement tool by many companies in order to increase their sales & promotions. Moreover, this study examines the role of gender and social media usage frequency on consumption patterns. By surveying and comparing the results to previously compiled research, we should be able to determine the impact of social media marketing on consumption pattern on a person, and how frequently students use social media as a shopping tool.
BACKGROUND OF THE STUDY
Today social media is a popular trend globally, especially among the younger generations (particularly students). Businesses are always finding new ways to reach customers in order to increase their sales. This study examines the impact of social media marketing on the consumption patterns of students.
Several past research studies have focused on the effects of electronic words of mouth communication on consumer attitudes and behavior. Hu, Liu & Zhang (2008) discovered a positive relationship between products with good online reviews and sale of that product. The study states that “The more a viewer was exposed to the product and the more credibility the reviewer had the more influential the individual’s feedback became. Akar & Topçu (2011) studies which aims to specify the factors affecting consumers’ attitudes toward marketing with the social media.
Some research studies have focused...