1.4.
Research Purpose and Research Question
‘While doing my master studies in Umea have conducted multiple interesting studies
and
research regarding consumer behavior. The fist one was about how music influences
consumers when purchasing products. The second one was regarding the influence of
lighting and in-store layout on consumer behavior. As you can sce, | like to
investigate
how and why consumers are getting influenced or sometimes even tricked into buying
productsor services. This is the reason why | wanted to futherhave a look into
something
Ihave not yet explored. Social media is not on this list but is one of the most
important
topics regarding the future of how companies do business and network (Review, 2010,
p.
248),
As seen above the impact of the psychological effects on consumers is actively used
by
companies to empower and sell their own products (Yarrow etal, 2014, p. 157).
Brands
an be personalized and more (Yarrow ct al. 2014, p. 139). This is done by
influencing
consumers on social media. With this paper | want to dive deeper into the topic of
how
‘consumers are convinced and sometimes even “tricked nto engaging with companies or
brands or buying their products.
After going through social media and social media advertisement research articles
and
books, I have decided tostate the following research question to fill my intended
rescarch
Es
How does socially responsible consumption behavior influence the reaction to
advertisement on social media?
“The intention behind this rescarch question is the interesting new phenomena of
social
media and how it affects the consumer when viewing advertisements. Furthermore, the
value of consuming socially responsible is because sustainability and environmental
problems are becoming an increasing concer of many people. This thesis wants to
dive
deeper into this fact and distinguish how consumers are influenced by their values
when
watching advertisements.
