The Effects of Social Media Marketing between Retail Businesses

This thesis will explore the effects of social media marketing on business outcomes in the retail industry. New knowledge that this project will provide is how impactful this area of marketing communications can be, and what measures businesses can use to take their current media marketing campaigns to the next level. Also, this thesis will delve into which methods of social media marketing provide beneficial results for retailers. The significance of this project are the insights that will be derived as to how businesses can positively enhance their brand image and increase return on advertising spend. Those who will benefit from my thesis are retailers, consumers, market researchers, students studying the industry, and those who actively produce social media marketing campaigns.