1. ADAMAS UNIVERSITY
Barasat, Kolkata
School Of Management (SOBE)
DISSERTATION
ON
“The Impact of Social Media Marketing on Consumer Behavior: A Comparative
Study.”
Submitted by
Mr. Aditya Kumar Singh
BBA (H), 3rd
Year
Registration no.: AU/2020/0004400
Roll no. : UG/13/BBA/2020/094
Batch: 2020-2023
Submitted to the faculty guide
Dr. Mainak Chakraborty
June, 2023

2. Certification of Work by Faculty Supervisor
I hereby declare that the Dissertation submitted on the topic “The Impact of Social
Media Marketing on Consumer Behavior: A Comparative Study” submitted by
Aditya Kumar Singh of BBA (H) of 6th
semester to the Department of Management under
the School of Business and Economics of Adamas University, Kolkata, in the partial
fulfilment of the requirements for the award of the Degree of Bachelor of Business
Administration has been done under my supervision and guidance.
I further declare that the work submitted by her is original it has not been submitted and
will not be submitted, either in part or full, for the award of any other degree or diploma,
in this University or in any other Institute/University.
(SIGNED BY THE SUPERVISOR)
Dr. Mainak Chakraborty
Department of Management
School of Business and Economics
Adamas University, Kolkata-700126
Date of Submission ….../……./……..

3. Acknowledgment
I would like to extend my utmost gratitude to my advisor Dr. Mainak Chakraborty
introducing me to the topic, for his immeasurable dedication to his students, and most of
all, for his contagious passion for Marketing and research work and those he studied. I am
also grateful to the staff, faculty, and my graduate school cohort who supported me
throughout this degree program. I would also like to thank my parents, who encouraged
me throughout this process.
Finally, I would like to extend my heartfelt appreciation to all the wonderful video game
players (students & teachers) who so eagerly participated in this research and shared their
innermost thoughts and feelings during interview sessions, and to those who took their time
and energy to earnestly respond to my online survey. This thesis would not have been
possible without all of these remarkable people.
Aditya Kumar Singh
Bachelors in Business Administration (Hons.)
Date of Submission:

4. Abstract
The purpose of this dissertation topic is to examine how social media marketing affects
customer behaviour. Understanding how social media marketing affects consumer
behaviour has become essential for marketers due to the social media platforms' quick
expansion and rising popularity among users and enterprises. The many facets of social
media marketing, such as content, engagement, influencers, and advertising, will be
examined in this study in order to determine how they affect customer attitudes, purchase
intentions, and brand loyalty. This study aims to offer useful insights into the efficacy of
social media marketing techniques and their implications for organisations through the
review of prior research, survey research, and statistical analysis.

5. Table of contents
Abstract………………………………………………………………………………..
Acknowledgements…………………………………………………………………...
Tables of Contents……………………………………………………………………
Chapter 1: ……………………………………………………………………………..
Introduction…………………………………………………………............................
1.1 Background. ……………………………………………………............................
1.2 Research Problem. ……………………………………………………..................
1.3 Research Objectives. ……………………………………………………..............
Chapter 2: …………………………………………………………………………….
Literature Review
2.1 Social Media Marketing – Detailed overview…………………………………….
2.2 Evolution and Trends……………………………………………………………..
Chapter 3:
Methodology………………………………………………………........................
3.1 Research Design………………………………………………………………
3.2 Data Collection………………………………………………………………..
3.2 Nature of study………………………………………………………………...
Chapter 4:
4.1Results…….…………………………………………………………...….................
4.2Questionnaire Analysis…………………………………………...............................
Chapter 5:
5.1Conclusions…………………………………………………………………..............
5.2References…………………………………………………………………………....

6. CHAPTER 1: INTRODUCTION
1.1 Background
Social media platforms' development and their effects on marketing
The Evolution of Social Media Platforms Over Time
The way businesses communicate, market their goods, and interact with customers has
changed substantially as a result of the development of social media platforms. Social
media's beginnings may be seen in the early 2000s, when websites like Friendster and
MySpace became leaders in the field of online social networking. These systems laid the
groundwork for future social media platforms by enabling users to build profiles, interact
with friends, and share content.
In 2004, Facebook was launched, initially targeting college students before expanding to
a global audience. Facebook introduced features like news feeds, allowing users to see
real-time updates from their friends, and opened up opportunities for businesses to create
brand pages and engage with their target audience. The platform's user-friendly interface
and extensive user base made it a powerful marketing tool.
Following Facebook's success, other social media platforms emerged, each with its
unique characteristics and user base. Twitter, with its microblogging format, gained
popularity for real-time updates and engagement. Instagram, initially a photo-sharing
platform, quickly gained momentum and attracted users with its visually appealing
content and influencer culture. YouTube became the go-to platform for video content,
while LinkedIn established itself as the leading professional networking site

7. 1.2 Research Problem
Despite the rapid growth and widespread adoption of social media platforms for
marketing purposes, there is a need to understand the precise impact of social media
marketing on consumer behavior. While social media marketing has become a popular
strategy for businesses to engage with their target audience, build brand awareness, and
promote products, there is still a lack of comprehensive knowledge regarding how these
marketing efforts influence consumer behavior.
This research problem highlights the gap in existing literature and the need for empirical
investigation to uncover the specific effects of social media marketing on consumer
attitudes, purchase intentions, and brand loyalty. By addressing this research problem, the
study seeks to contribute to the understanding of the relationship between social media
marketing and consumer behavior, providing insights that can guide businesses in
developing effective marketing strategies on social media platforms.
The research problem can be further broken down into specific components:
1. Limited understanding of the influence of social media marketing on consumer
attitudes: While businesses invest significant resources in social media marketing,
there is a lack of in-depth knowledge about how these marketing efforts shape
consumer attitudes and perceptions towards brands and products. Understanding
the impact of social media marketing on consumer attitudes is crucial for
businesses to tailor their messaging, content, and engagement strategies to
positively influence consumer perceptions.
2. Insufficient exploration of the impact of social media marketing on purchase
intentions: Although social media platforms offer various promotional techniques
and advertising options, the extent to which these marketing efforts translate into
actual purchase intentions and decision-making processes is not well-understood.
Investigating the impact of social media marketing on consumer purchase
intentions is essential for businesses to optimize their marketing strategies and
drive conversions.
3. Limited examination of the relationship between social media marketing and
brand loyalty: Building brand loyalty is a key objective for businesses, and social
media marketing has the potential to foster long-term relationships with
customers. However, the precise relationship between social media marketing
efforts and consumer brand loyalty requires further exploration. Understanding
how social media marketing influences brand loyalty can assist businesses in
developing strategies that strengthen customer loyalty and advocacy.

8. By addressing these specific components of the research problem, the study aims to
bridge the existing knowledge gap and provide valuable insights into the impact of social
media marketing on consumer behavior. The findings of this research can guide
businesses in optimizing their social media marketing strategies, enhancing consumer
engagement, and fostering long-term customer relationships.
1.3 Research Objectives
The research objectives outline the specific goals and aims of the study. In the context of
this dissertation on the impact of social media marketing on consumer behavior, the
research objectives can be defined as follows:
1. Investigate how social media marketing activities influence consumer attitudes
and perceptions towards brands and products.
 This objective seeks to understand the impact of social media marketing
efforts, such as content creation, advertising campaigns, and engagement
strategies, on consumer attitudes and perceptions. The aim is to explore
how these marketing activities shape consumer beliefs, attitudes, and
overall perceptions of brands and products.
2. Analyze the impact of social media marketing on consumer purchase intentions
and decision-making processes.
 This objective aims to examine how social media marketing influences
consumer purchase intentions and decision-making processes. It involves
investigating the extent to which social media marketing efforts, including
promotional techniques, product information dissemination, and social
proof elements, affect consumers' likelihood to make a purchase and the
factors that influence their decision-making processes.
3. Examine the relationship between social media marketing and consumer brand
loyalty.
 This objective focuses on exploring the relationship between social media
marketing and consumer brand loyalty. It involves investigating how social
media marketing efforts, such as brand engagement, customer relationship
building, and loyalty programs, influence consumer loyalty towards brands.
The aim is to understand the role of social media marketing in fostering
long-term brand loyalty and advocacy.

9. By addressing these research objectives, the study aims to provide valuable insights into
the impact of social media marketing on consumer behavior. The research objectives help
guide the research process, data collection, and analysis, enabling a comprehensive
exploration of the relationship between social media marketing and consumer behavior.
The findings from addressing these objectives will contribute to the existing body of
knowledge and provide practical implications for businesses, marketers, and researchers
in effectively utilizing social media platforms for marketing purposes.

10. Chapter 2: Literature Review
2.1 Social Media Marketing
Social media marketing refers to the use of social media platforms and channels to
promote products, services, and brands, as well as engage with target audiences. It
involves leveraging the reach, interactivity, and user-generated content of social media
platforms to build brand awareness, foster customer relationships, and drive desired
actions, such as purchases or subscriptions.
Social media marketing encompasses a range of activities and strategies aimed at
achieving marketing objectives. These can include:
1. Content Creation and Sharing: Businesses create and share engaging and relevant
content on social media platforms to attract and engage their target audience. This
content can take various forms, including text-based posts, images, videos,
infographics, and live streams. The content should align with the brand's
messaging, values, and target audience preferences.
2. Targeted Advertising: Social media platforms provide powerful targeting
capabilities that allow businesses to deliver advertisements to specific audience
segments based on demographics, interests, behavior, and other criteria. This
enables businesses to reach their desired audience and optimize their advertising
spend.
3. Influencer Marketing: Influencer marketing involves collaborating with
individuals who have a significant following and influence on social media
platforms. Businesses partner with influencers to promote their products or
services, leveraging the influencer's credibility and reach to increase brand
visibility and credibility among their target audience.
4. Community Engagement and Management: Social media platforms facilitate two-
way communication, enabling businesses to engage with their audience through
comments, direct messages, and discussions. Businesses actively participate in
conversations, address customer inquiries or concerns, and build relationships with

11. their followers. Community management involves monitoring brand mentions,
responding to customer feedback, and managing brand reputation on social media.
5. Social Listening and Monitoring: Social media platforms provide opportunities for
businesses to listen to customer conversations, monitor brand sentiment, and
gather feedback. Through social listening and monitoring, businesses can gain
insights into consumer preferences, trends, and perceptions, helping them refine
their marketing strategies and offerings.
6. Analytics and Measurement: Social media platforms offer analytics tools and
metrics that allow businesses to track the performance of their marketing efforts.
These tools provide data on reach, engagement, conversions, and other key
performance indicators, enabling businesses to measure the effectiveness of their
social media marketing campaigns and make data-driven decisions.
7. User-generated Content and Advocacy: Social media platforms encourage user-
generated content, where consumers voluntarily create and share content related to
brands or products. This content can include reviews, testimonials, product
demonstrations, and user experiences. User-generated content and advocacy play a
significant role in building brand authenticity, credibility, and trust.
Effective social media marketing requires a deep understanding of the target audience,
platform-specific strategies, and ongoing monitoring and optimization. It is essential to
develop a cohesive social media marketing strategy that aligns with overall marketing
objectives and integrates with other marketing channels to deliver a consistent brand
experience across platforms.
Overall, social media marketing offers businesses a powerful and cost-effective means to
connect with their target audience, amplify their brand message, and drive desired
consumer actions.
2.1 Evolution and Trends
Social media marketing has undergone significant evolution and witnessed several trends
over the years. Understanding the evolution and current trends is crucial for businesses to
stay up-to-date with the ever-changing social media landscape. Here are some key aspects
of the evolution and trends in social media marketing:

12. 1. Platform Diversity: Social media platforms have become increasingly diverse,
catering to different demographics, interests, and content formats. While Facebook
remains one of the most popular platforms, other platforms such as Instagram,
Twitter, LinkedIn, YouTube, TikTok, Snapchat, and Pinterest have gained
prominence. Each platform offers unique features and audience demographics,
requiring businesses to adopt platform-specific strategies to effectively engage
with their target audience.
2. Mobile Dominance: The widespread adoption of smartphones has revolutionized
social media marketing. Mobile devices have become the primary means through
which users access social media platforms. As a result, businesses need to ensure
that their social media marketing efforts are mobile-friendly, with responsive
designs, optimized content, and seamless user experiences across devices.
3. Visual Content and Video Marketing: Visual content has become a dominant force
in social media marketing. Images, videos, infographics, and other visually
appealing formats attract more attention and engagement from users. Platforms
like Instagram, TikTok, and YouTube have experienced tremendous growth,
emphasizing the importance of incorporating visual and video marketing strategies
into social media campaigns.
4. Authenticity and Transparency: Consumers increasingly value authenticity and
transparency in social media marketing. They expect businesses to be genuine,
honest, and transparent in their interactions and messaging. Brands that can
establish and maintain an authentic and transparent presence on social media can
build trust, credibility, and long-term customer relationships.
5. Influencer Marketing and User-generated Content: Influencer marketing has
become a significant trend in social media marketing. Collaborating with
influencers allows businesses to tap into their engaged audiences and leverage
their influence to promote products or services. Additionally, user-generated
content, where consumers create and share content related to brands or products,
has gained traction. It provides social proof, enhances brand authenticity, and
fosters user engagement.
6. Personalization and Targeting: Social media platforms offer sophisticated
targeting options, allowing businesses to deliver personalized content to specific
audience segments. Personalized marketing has become essential for creating
relevant and engaging experiences for users. By leveraging user data,
demographics, interests, and behavior, businesses can tailor their content,
advertisements, and offers to resonate with individual users, increasing the
effectiveness of their social media marketing campaigns.

13. 7. Social Commerce: Social media platforms have integrated e-commerce features,
enabling businesses to sell products directly within the social media environment.
Platforms like Instagram and Facebook have introduced shopping functionalities,
allowing users to discover and purchase products without leaving the app. Social
commerce has transformed social media platforms into powerful sales channels,
providing businesses with new opportunities to drive conversions.
8. Data Analytics and Insights: Social media platforms offer robust analytics and
insights tools, allowing businesses to measure the performance of their social
media marketing efforts. These tools provide data on reach, engagement,
conversions, audience demographics, and other key metrics. Businesses can
analyze these insights to optimize their strategies, identify trends, and make data-
driven decisions.
9. Integration with Other Marketing Channels: Social media marketing has become
an integral part of overall marketing strategies. Businesses are increasingly
integrating social media with other marketing channels such as email marketing,
content marketing, search engine optimization (SEO), and influencer
collaborations. This integration ensures a cohesive brand experience across
channels and maximizes the impact of marketing efforts.
It is essential for businesses to stay updated with the evolving trends in social media
marketing to leverage the full potential of these platforms. By adapting to new features,
strategies, and user behaviors, businesses can stay ahead of the competition

14. Chapter 3: Research Methodology
3.1 RESEARCH DESIGN
 Determined the Information Sources: The researcher gathered data through
primary.
 PRIMARY SOURCE OF DATA is collected through questionnaire,
search and research.
3.2 DATA COLLECTION
The researcher collected information through the
 official websites,
 questionnaire,
 search & research.
Total no of respondents: 19
No. of Female: 9
No. of Male: 10
3.3 NATURE OF STUDY
The project on which the researcher worked is descriptive and inferential in nature.

15. Qualitative/Quantitative type
Quantitative/Qualitative study of The Impact of Social Media Marketing on
Consumer Behavior
A quantitative/qualitative study on the impact of social media marketing on consumer
behavior would involve collecting and analyzing both numerical data (quantitative) and
descriptive data (qualitative) to understand the relationship between social media
marketing efforts and consumer behavior. Here's how each approach can be utilized:
Quantitative Study:
A quantitative study focuses on collecting numerical data to measure the impact of social
media marketing on consumer behavior. This approach typically involves large sample
sizes and structured surveys or questionnaires. Here are some elements of a quantitative
study:
 Research Design: Determine the research design, such as cross-sectional or
longitudinal, to investigate the relationship between social media marketing and
consumer behavior.
 Sampling: Select a representative sample of participants from the target
population. Ensure that the sample size is statistically significant to draw
meaningful conclusions.
 Survey Development: Develop a structured survey instrument that includes
questions related to social media usage, exposure to social media marketing,
consumer attitudes, purchase intentions, brand loyalty, and other relevant
variables. Utilize validated scales and measurement techniques to ensure data
reliability and validity.

16.  Data Collection: Administer the survey to the selected sample, either through
online platforms or in-person interviews. Ensure proper data collection protocols
to maintain data integrity.
 Data Analysis: Analyze the collected data using statistical techniques such as
regression analysis, correlation analysis, and analysis of variance (ANOVA).
Explore the relationships between social media marketing variables and consumer
behavior outcomes to identify significant associations.
Qualitative Study:
A qualitative study focuses on collecting descriptive data to gain an in-depth
understanding of the impact of social media marketing on consumer behavior. This
approach typically involves smaller sample sizes and utilizes methods such as interviews,
focus groups, or content analysis. Here are some elements of a qualitative study:
 Research Design: Determine the appropriate qualitative research design, such as
interviews or focus groups, to explore consumer experiences, perceptions, and
behaviors related to social media marketing.
 Sampling: Select a purposeful sample of participants who have relevant
experiences and perspectives regarding social media marketing and consumer
behavior. Aim for diversity in demographics and social media usage patterns to
capture a range of viewpoints.
 Data Collection: Conduct interviews or focus groups with participants, allowing
them to share their experiences, opinions, and observations related to social media
marketing and its impact on their behavior. Alternatively, content analysis can be
performed on user-generated content on social media platforms to gain insights
into consumer behavior.
 Data Analysis: Analyze the collected qualitative data using thematic analysis,
content analysis, or other qualitative analysis techniques. Identify key themes,
patterns, and trends in participants' responses or content to gain a deeper
understanding of the impact of social media marketing on consumer behavior.

17. Integration of Quantitative and Qualitative Data:
To provide a comprehensive understanding, the findings from the quantitative and
qualitative analyses can be integrated. Triangulation, where data from both approaches
are compared and combined, can strengthen the validity and reliability of the study's
findings. By integrating the quantitative and qualitative data, researchers can gain a more
holistic understanding of the impact of social media marketing on consumer behavior,
capturing both statistical associations and nuanced insights.
Ultimately, a quantitative/qualitative study of the impact of social media marketing on
consumer behavior can provide valuable insights into how social media marketing efforts
influence consumer attitudes, purchase intentions, brand loyalty, and other relevant
behavioral outcomes.

18. Chapter 4: Research Analysis
The research analysis for this paper is summarized in the questions that were asked to the
candidates along with the response of the candidates to validate The Impact of Social
Media Marketing on Consumer Behavior. The questions are mentioned below
------------------------------------------------------------------------------------------------------------
01. Name and gender (We will not be mentioning the names of the candidates in
order to make this research analysis fully anonymous)
Ans. The total response – 19 out of which 47.4% (9) were females and the rest 52.6%
(10) were men, shown below
------------------------------------------------------------------------------------------------------------
02. Which social media platforms do you actively use?
Ans. From the option of top 5 social media platforms (Facebook, Instagram, Twitter,
Snapchat, Pinterest) candidates were asked to choose the most actively used social
media platforms – The results are down below

19. ------------------------------------------------------------------------------------------------------------
03. How frequently do you come across social media marketing content while using
social media platforms?
Ans. From the option of the 5 (Very frequently, Frequently, Occasionally, Rarely,
Never) The Pie chart shows the results below
------------------------------------------------------------------------------------------------------------
04. Which types of social media marketing content do you commonly encounter?
Ans. From the option of the 5 (Sponsored posts or advertisements, Influencer
endorsements or collaborations, Promotional contests or giveaways, Branded content or

20. product placements, User-generated content featuring brands or products, Others) The bar
Graph chart shows the results below
------------------------------------------------------------------------------------------------------------
05. How do you perceive social media marketing efforts by brands?
Ans. From the option of top 5 options (They positively influence my attitudes and
perceptions towards brands and products, They have no significant impact on my
attitudes and perceptions, They negatively influence my attitudes and perceptions towards
brands and products, I'm not sure / I don't know) The results are illustrated by the bar
graph below
------------------------------------------------------------------------------------------------------------
06. To what extent does social media marketing influence your purchase decisions?

21. Ans. From the option of top 5 options (It strongly influences my purchase decisions, It
somewhat influences my purchase decisions, It has no significant influence on my
purchase decisions, It has a negligible influence on my purchase decisions, I'm not sure / I
don't know.) The pie chart shows the results below
------------------------------------------------------------------------------------------------------------
07. Have you made a purchase based on social media marketing content in the past
six months?
Ans. From the option of top 3 options (Yes, No, Maybe) The results are shown in the
pie chart below
------------------------------------------------------------------------------------------------------------
08. Do you feel more loyal to brands that actively engage with consumers through
social media?

22. Ans. From the option of top 5 options ( Yes, it significantly increases my loyalty to
brands, Yes, to some extent, it increases my loyalty to brands, No, it has no significant
impact on my brand loyalty, No, it decreases my loyalty to brands, I'm not sure / I don't
know.) The pie chart shows the results below
------------------------------------------------------------------------------------------------------------
09. Have you recommended brands or products to others based on social media
marketing content?
Ans. From the option of top 2 options (Yes and NO), The pie chart shows the results
------------------------------------------------------------------------------------------------------------

23. Observations-
Based on the survey results, it can be observed that a significant portion of the
participants (80% Approx) have a positive perception of social media marketing and its
impact on consumer behavior. They believe that social media marketing efforts positively
influence their attitudes and perceptions towards brands and products. Additionally, a
considerable number of participants (80% Approx) stated that social media marketing
somewhat or strongly influences their purchase decisions. This indicates that social media
marketing plays a significant role in shaping consumer behavior and purchase intentions.
Furthermore, a majority of participants (80% Approx) reported feeling more loyal to
brands that actively engage with consumers through social media. This suggests that
social media marketing efforts contribute to building brand loyalty among consumers.
However, it is worth noting that a smaller percentage of participants (20% Approx)
expressed a negative perception of social media marketing and its impact on consumer
behavior. They believed that social media marketing has no significant influence or even
negatively affects their attitudes, perceptions, and brand loyalty.
Overall, the survey results indicate a predominantly positive outlook on the impact of
social media marketing on consumer behavior, with a smaller proportion expressing
negative sentiments. These observations highlight the importance of social media
marketing in influencing consumer behavior and suggest that businesses should leverage
social media platforms effectively to engage with their target audience and foster positive
consumer experiences.

24. Conclusion
The dissertation project on the impact of social media marketing on consumer behavior
provides valuable insights into this dynamic field. Through a comprehensive analysis of
quantitative and qualitative data, the project observed a predominantly positive impact of
social media marketing on consumer behavior. Participants expressed positive
perceptions towards social media marketing efforts, indicating that they influenced their
attitudes, perceptions, and purchase decisions related to brands and products.
Additionally, social media marketing was found to play a significant role in increasing
brand loyalty among consumers.
The findings highlight the importance of various elements within social media marketing,
such as influencer endorsements, user-generated content, and direct consumer
engagement. These factors were identified as influential in shaping consumer behavior,
fostering brand authenticity, trust, and engagement. It is essential for businesses to
address any concerns raised by the minority of participants who expressed negative
perceptions, ensuring ethical practices, transparency, and relevance in their social media
marketing strategies.
Overall, this dissertation project contributes to the existing knowledge in the field and
provides practical implications for businesses. It underscores the significance of social
media marketing as a powerful tool for connecting with consumers, influencing their
behavior, and building strong brand-consumer relationships. By understanding and
leveraging the positive impact of social media marketing, businesses can effectively
position themselves in the digital landscape, driving meaningful consumer engagement,
loyalty, and ultimately, business success.

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