Positive changes in consumer behaviour by social factors in light of social marketing campaigns on social media

Abstract

This master dissertation talks about positive changes in consumer behaviour caused by comparative reference groups, such as influencers and celebrities, in light of social marketing campaigns on social media platforms. Prior research discusses how social media and social marketing could be used to increase health awareness directly. However, not that many studies have been conducted investigating the moderation effects of neither social media nor reference groups. Realising that there is a knowledge gap, an empirical study was conducted using a survey, which was distributed via several social media platforms.

After conducting various analyses, the findings suggested that the more people think of social marketing as a valuable activity, the more their health awareness grows, which is undoubtedly an essential finding for social marketers. Moreover, it was found that social media have a positive direct effect on health awareness and its increase while, contradictory to the previous studies, it has a negative effect on the effectiveness of social marketing campaigns aimed at the increase in health awareness. Lastly, the credibility of comparative reference groups only has a direct effect on the increase in health awareness while not having any moderation effect.

With the information gathered from not only literature study but also quantitative research, several recommendations, theoretical and managerial implications have been given which would prove to be useful if implemented correctly.