The Impact of Digital Marketing on Consumer Behavior in the Modern World

Ing. Ariyo Simeon Adebayo

Diplomová práce

Anotace:

This thesis investigates the impact of digital marketing on consumer behaviour, with a specific focus on social media with a focal view on Facebook users, using Airtel Nigeria as a case study. The study aims to analyse how digital marketing, particularly social media, affects consumer behaviour and identify the key factors that influence this relationship. The research methodology for this study involves a mixed-methods approach, comprising both quantitative and qualitative research methods. Primary data is being collected through an online survey questionnaire distributed to Airtel Nigeria customers. The survey is designed to elicit information on how digital marketing, particularly social media, influences consumer behaviour. Secondary data is being collected through a thorough review of relevant literature sources.

Abstract:

This thesis investigates the impact of digital marketing on consumer behaviour, with a specific focus on social media with a focal view on Facebook users, using Airtel Nigeria as a case study. The study aims to analyse how digital marketing, particularly social media, affects consumer behaviour and identify the key factors that influence this relationship. The research methodology for this study involves a mixed-methods approach, comprising both quantitative and qualitative research methods. Primary data is being collected through an online survey questionnaire distributed to Airtel Nigeria customers. The survey is designed to elicit information on how digital marketing, particularly social media, influences consumer behaviour. Secondary data is being collected through a thorough review of relevant literature sources.

Keywords

Digital Marketing, Consumer Behaviour, Social Media, Facebook, Airtel Nigeria, Digital Communication, Telecommunication

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 3. 7. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 22. 8. 2023
• Vedoucí: doc. Ing. Martin Klepek, Ph.D.
• Oponent: Ing. Veronika Kopřivová, Ph.D.

Slezská univerzita v Opavě

Obchodně podnikatelská fakulta v Karviné

Magisterský studijní program / obor:
Ekonomika a management / Business Economics and Management