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An investigation into how the Primark brand use social media to influence the buying behaviour of Irish female customers

Duff, Karl (2017) An investigation into how the Primark brand use social media to influence the buying behaviour of Irish female customers. Masters thesis, Dublin, National College of Ireland.

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Abstract

With the changing face of the social media landscape, many brands have adopted their marketing strategies to include social media marketing as a low cost yet effective way at marketing their products to customers. Recently customers have started to neglect advertising and have turned to social media, where marketers have also followed suit. Marketers have had do adapt their strategies to deliver their marketing messages to consumers in a more natural and consumer friendly way.

This research focuses on the Primark brand within Ireland and investigates how a brand who relies solely on social media to help deliver their marketing messages. The findings show strategies such as scarcity and influencer marketing as some of these strategies that are excelled within the social media context and some of the challenges that are faced in delivering marketing messages in this way.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 24 Nov 2017 09:39
Last Modified: 24 Nov 2017 09:39
URI: http://trap.ncirl.ie/id/eprint/2916

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