The rise of social media marketing and its impact on consumer purchasing behavior in sports apparel
Kapnia, Konstantina (2022)
Kapnia, Konstantina
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205128948
https://urn.fi/URN:NBN:fi:amk-202205128948
Tiivistelmä
The purpose of this research was to investigate the impact of social media marketing on consumer behavior in sports apparel. The objectives of this study were to go through the history of Instagram and TikTok, to determine the impact of social media on consumer behavior, and to offer recommendations to sports apparel companies on how to use or improve their social media marketing strategies
The thesis included a survey with questions regarding consumer behavior. Multiple-choice questions, rating scale questions, and open-ended questions were included. The responses helped the author in determining how seriously people take social media advertisements and whether or not they have an effect on them. The research was conducted quantitatively, and the results were quite significant. The survey was answered by 74 participants, and the conclusion reached is that social media has an impact on consumer behavior.
In terms of survey results analysis, the author offered recommendations to sports apparel brands and retail managers in general who would want to use social media to increase revenue growth. In conclusion, the author was able to provide information to sports apparel companies or any type of company on whether it is advantageous, to use social media for promotion, and if so, which platforms would be the best.
The thesis included a survey with questions regarding consumer behavior. Multiple-choice questions, rating scale questions, and open-ended questions were included. The responses helped the author in determining how seriously people take social media advertisements and whether or not they have an effect on them. The research was conducted quantitatively, and the results were quite significant. The survey was answered by 74 participants, and the conclusion reached is that social media has an impact on consumer behavior.
In terms of survey results analysis, the author offered recommendations to sports apparel brands and retail managers in general who would want to use social media to increase revenue growth. In conclusion, the author was able to provide information to sports apparel companies or any type of company on whether it is advantageous, to use social media for promotion, and if so, which platforms would be the best.