Assignment Task

Introduction

Social media marketing has emerged as one of the most important tools in today’s business world, influencing consumer behaviour in a big way. This work aims at examining the effect of social media marketing on consumer buying behaviour, a significant area of interest in applied management. With the growing use of social media, it is important to know the impact of such platforms on consumers in order to design marketing strategies that improve brand recognition, customer interactions, and sales results (Varghese & Agrawal, 2021; Manzoor et al., 2020). Some of the themes that are used in this research include consumer engagement, brand awareness, and trust where consumer engagement is defined as the interactions between the business and the consumer that are made easily through the social media platforms that create a sense of belonging and loyalty that is instrumental in making the consumer come back for more (Rachapudi & Deva Kumar, 2023). Social media marketing helps in improving the brand awareness and visibility among the consumers (Ardiansyah & Sarwoko, 2020), and trust is also an important factor that needs to be developed through regular and honest interactions on social media platform to influence consumer buying behaviors (Manzoor et al., 2020). The objective of this literature review is to review the literature on the effects of social media marketing on consumers’ buying behaviour. Through analyzing different works, this review intended to synthesize the findings, reveal trends, and find the gaps in the literature (Islam & Mahmood, 2018; Hwang et al., 2021; Shrestha et al., 2023). Thus, the findings of this systematic review will be valuable to academic scholars and marketing practitioners to underscore the importance of certain social media strategies for competitive advantage (Ansari et al., 2019; Alfeel & Ansari, 2019). In this literature review, the process of article selection and analysis is described first, and then the analysis of the literature is discussed in detail with key topics including consumer engagement, brand awareness, and trust. The methodology section assesses the research designs and methods of the included studies, and the gaps and future research section outlines the directions for future research. Finally, the review presents the synthesis of the findings and recommendations for the future research and business practice to answer the research question and enhance the understanding of the social media marketing and its effects on consumer behavior.

Gaps and Future Research

The following gaps have been identified from the articles.

1. Researchers were unable to include people above 50 years of age as they are also huge users of social media channels with the increased advancement in technology. It would be a vital aspect to analyze the buying decision process among this population.
2. All the researchers worked on the positive impact of social media marketing in their articles however, they failed to mention the challenges and issues related to social media marketing.
3. None of the articles mentioned the negative influences of social media marketing and the impact they could have on buying decisions.
4. Gender differences were not analyzed regarding this research topic.
5. Comparative analysis of different regions was also not available in this domain.

Quantitative Research

The articles summarized in table 1 use quantitative research designs, which refers to the collection of numerical data systematically and in an analytical manner in order to identify pattern relationships and effects, generally using statistical tools such test hypothesis in order to make predictions (Apuke, 2017). In accordance to table 1 Varghese & Agrawal (2021) utilized a descriptive type research which generally focuses on description of characteristics of a phenomenon or population without manipulating the variables (McCombes, 2023), whereas (Tejaswini & Brinda, 2022), Manzoor et al., 2020, Kumaran, D. M. P., &Navin, S. (2022), Ardiansyah & Sarwoko 2020, Shrestha et al. (2023), (Ansari et al., 2019) and (Alfeel& Ansari, 2019) utilized a causal type research,  which explores the cause-and-effect relationships by manipulating independent variables to observe their effects on dependent variables (Kamper, 2020).Additionally, there are quite a few differences between them including descriptive research only answers the question what(McCombes, 2023), whereas causal research answers how and why as well (Kamper, 2020),on the contrary , generally descriptive research is used for describing purpose (McCombes, 2023) but on the other side causal research is used for prediction purposes (Kamper, 2020). However, there is 1 similarity amongst all the articles they use a similar method primary data collection which is questionnaire whereas the area of collection and no of participants vary from article to article.

To start with Varghese & Agrawal (2021) developed a questionnaire for 200 online consumers to gather comprehensive data on their behaviors and preferences, whereas (Tejaswini & Brinda, 2022) conducted a research for 65 consumers in north Bengaluru to understand localized behavior. On the contrary, Manzoor et al., 2020 used 250 social media users for his questionnaire to analyze usage patterns whereas Kumaran, D. M. P., &Navin, S. (2022) utilized a smaller data base of 120 general people of kodumudi local behavior insights, similarly Ardiansyah & Sarwoko, 2020 utilized 100 social media active users to capture specific demographic behaviors. On the other hand, Shrestha et al. (2023) utilized 108 online consumers for a diverse sample in comparison to (Ansari et al., 2019) (Alfeel& Ansari, 2019) who develop a questionnaire for 150 male and female and 121 Facebook, Twitter, Instagram and LinkedIn users respectively ensuring gender balance and platform diversity.

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