Examining the Influence of Social Media Marketing on Online Buying Decisions: A Case Study of Amazon (2017)

Online Buying Decisions Amazon Dissertation – The emergence of social media in the modern era has revolutionized traditional marketing communications methods, such as television, print media, magazines, radio, and newspaper ads. Social media marketing (SMM) is an ongoing process in which companies attract a large user base, especially millennials, through social media networking channels. Additionally, companies utilize social media platforms to promote their offerings and cultivate relationships with stakeholders online.

Amazon, a prominent American cloud computing and e-commerce business headquartered in Seattle, Washington, has a diverse product portfolio. This research aims to investigate the impact of Amazon’s social media marketing on consumers’ online buying decisions, intentions and preferences. To achieve this, a survey was conducted, gathering responses from 100 regular online customers of Amazon.

The research employed an inductive approach and interpretivism philosophy, and the data was analyzed using thematic perception tests. The findings of the dissertation concluded that SMM significantly benefits audiences in various ways, such as providing online information about product quality, prices, and offers. Users can access information instantly with a single click, enabling them to make informed purchasing decisions that align with their needs and expectations. Word-of-mouth (WOM) publicity on social media encourages buyers to choose specific goods and services offered by Amazon’s e-commerce platform, providing them with valuable information to select the best items.

The high interactivity of social networking sites (SNS) makes them more preferable compared to traditional marketing mediums like TV and newspaper ads. Through online channels, individuals can easily read others’ opinions, reviews, and comments, leading to trustworthy and reliable information that influences their decision-making process. Therefore, it is recommended that Amazon’s marketing division prioritize content reliability, enhance consumer engagement, and establish stronger connectivity and interactivity using social networking platforms.

Dissertation objectives

  • To investigate the role and significance of social-media advertisement and marketing
  • To explore the relationship between consumer perception towards online shopping and social media ads placed by Amazon
  • To identify the major benefits and challenges faced by Amazon in their social media advertisement
  • To recommend the most viable strategies to the Amazon to reach the crowded audiences during their buying decisions journey

  • 12,000 words – 38 pages in length
  • Excellent use of literature
  • Good analysis of subject area
  • Well written throughout
  • Includes questionnaire
  • Ideal for marketing students

1 – Introduction
Background of the study
Statement of the problem
Research aims and objectives
Research questions
Significance of the study
Structure of the dissertation

2 – Literature Review
Concept of social media marketing
Role of Social Media Advertisements in e-commerce business models
Benefits and challenges faced in social media advertisement
Impact of social-media marketing on online purchasing decisions

3 – Research Methodology
Research philosophy
Research approach
Research design
Research type
Data collection
Universe and sampling
Sampling techniques
Data analysis
Ethical implications

4 – Data Findings and Analysis
Data analysis and examination

5 – Conclusion and Recommendations
Limitation and future research



Online Buying Decisions Amazon Dissertation
Online Buying Decisions Amazon Dissertation

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