Impact of Content Marketing and Influencer Partnerships on Consumer Behavior in the UK Smartphone Market

Research Paper (postgraduate) , 2024 , 44 Pages

Communications - Public Relations, Advertising, Marketing, Social Media

The study explores the impact of content marketing, influencer partnerships, and social media engagement on consumer behavior in the UK smartphone market. It has included a brief analysis of the ways of different online branding strategies for retaining and attracting customers and targeting new audiences with suitable objectives and research questions. However, some of the problems have also been focused which have been solved in the further study using the appropriate information collected from suitable sources. The study has also included the significance of the study for providing opportunities to the learner to get new ideas and information relevant to the topic. It has been evident enough how social media has become an integral part of consumers’ decision-making process. The main purpose of conducting the study below is to gather insights into how aspects such as Content Marketing, Influencer Partnerships, and Social Media Engagement have an impact on the consumer purchase decision in the UK’s smartphone market. Constructs like informative and engaging content, collaboration with tech influencers and interactive social media activities have been developed which have an impact on consumer purchasing decisions, answering what will be the objective here. The study adopts a secondary approach in collecting and analysing data for the study. 19 articles relevant to the research topic have been selected and analysed using the PRISMA framework for gathering information. Developing different kinds of themes from selected articles, an in-depth analysis is represented to draw valid findings. Here, from the implications of findings, it has been found out that word-of-mouth, Web 2.0, are some effective tools in social media context that help smartphone brands in the UK to make collaboration with influencers and positively impact on consumer’s purchasing behaviour at the same time. Increased interactivity over social media platforms have a positive influence over the purchasing decisions of customers. Content-based marketing and word-of-mouth are highly successful strategies within the smartphone market that are able to attract the attention of customers. It has been recommended from the study to brands to enhance the effectiveness of social media influence through better storytelling strategies.

Inhaltsverzeichnis (Table of Contents)

• ABSTRACT
• CHAPTER ONE: INTRODUCTION
  • 1.1 Introduction
  • 1.2 Background to the Study
  • 1.3 Research Problem
  • 1.4 Research Questions
  • 1.5 Research Objectives
  • 1.6 Significance of the Study
  • 1.7 Definition of Terms
• CHAPTER TWO: LITERATURE REVIEW
  • 2.1 Introduction
  • 2.2 Conceptual issues
  • 2.3 Theoretical Framework
    • 2.3.1 Social Influence Theory
  • 2.4 Review of Related Studies
• CHAPTER THREE: RESEARCH METHODOLOGY
  • 3.1 Introduction
  • 3.2 Research Philosophy
  • 3.3 Research Approach
  • 3.4 Research Design
  • 3.5 Population and Sampling techniques
  • 3.6 Empirical Modelling
  • 3.7 Data Collection and Sources of Data
  • 3.8 Estimation Techniques
• CHAPTER FOUR: RESULTS AND ANALYSIS
  • 4.1 Introduction
  • 4.2 Implications of Research Findings
    • 4.2.1 Impact of social media influencers on user engagement and consumer buying behaviour
    • 4.2.2 Role of content marketing and word of mouth on consumers' purchasing decision
    • 4.2.3 Evaluation of social media influencer marketing and its impact on consumer behaviour to engage with influencers
    • 4.2.4 Importance of understanding consumer's social media engagement behaviour through social media context
    • 4.2.5 Significance of influencer marketing for brand collaboration and influence on consumer behaviour
    • 4.2.6 Interactivity over social media affects the customer engagement and purchase decisions
  • 4.3 Discussion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This study investigates the impact of content marketing, influencer partnerships, and social media engagement on consumer behavior in the UK smartphone market. It aims to understand how these strategies influence purchase decisions and explores the role of various online branding techniques in attracting and retaining customers.

• The influence of social media influencers on consumer purchasing decisions.
• The effectiveness of content marketing and word-of-mouth strategies in the smartphone market.
• The impact of social media engagement and interactivity on consumer behavior.
• The role of influencer marketing in brand collaboration and customer engagement.
• Ethical considerations surrounding influencer marketing and social media engagement.

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter One: Introduction provides background information on the competitive UK smartphone market and introduces the study's objectives and research questions. It highlights the increasing use of online branding strategies, including content marketing and influencer partnerships.

Chapter Two: Literature Review explores relevant conceptual issues and theoretical frameworks, such as Social Influence Theory, and reviews existing studies related to the research topic.

Chapter Three: Research Methodology details the research approach, design, data collection methods, and analysis techniques employed in the study. It outlines the selection and analysis of 19 articles using the PRISMA framework.

Chapter Four: Results and Analysis presents the findings of the study, analyzing the impact of social media influencers, content marketing, and social media engagement on consumer behavior in the UK smartphone market. The chapter explores the relationship between these factors and consumer purchasing decisions.

Schlüsselwörter (Keywords)

Social media marketing, influencer marketing, consumer behavior, purchasing decisions, content marketing, word-of-mouth, brand collaboration, UK smartphone market, social media engagement, interactivity.

• Author: Anonym (Author)
• Publication Year: 2024
• Pages: 44
• Catalog Number: V1504956
• ISBN (PDF): 9783389072073
• ISBN (Book): 9783389072080
• Language: English
• Tags: Content Marketing, Influencer Partnerships, Social Media Engagement, Consumer Behavior, UK Smartphone Market