Consumer attitudes toward social media marketing

The main aim of the proposed research is to study the attitudes of consumers towards social media marketing with aspecific focus on comparing the variable in the beauty industry of UK and UAE.The proposed research purposes to fulfil the gap in the literature available by studying the consumers’ attitude in beauty industry in the UK and UAE.

The methods highlight that the data is to be based on qualitative data from secondary sources and the research is based on inductive approach and explanatory design. The data analysis is carried out on the basis of ethnographic content analysis based on the data collected from journals, books and newspaper articles.

Introduction

The research mainly aims to study the attitudes of consumers towards social media marketing with aspecific focus on comparing the variable in the beauty industry of United Kingdom (UK) and United Arab Emirates (UAE).

Research Context

The marketing and advertising strategies have recently experienced a huge shift and the consumer attitudes have also changed towards different methods of marketing in the current era.

During this overall shift in marketing practices, the social media marketing has recently gained important in both western and eastern countries (Coughlan, Anderson, Stern and El-Ansary, 2001).In the view of Rosenbloom(2012), the social media marketing has gained importance in the recent years which is primarily due to the increasing number of internet as well as social media users.

Other social factors have also increased the reliability of consumers on social media marketing as people have started spending less time towards television and other traditional entertainment measures. This has led to great significance for the social media marketing and every marketer has started focusing on those channels.

Significance of research

The research carries high significance in the field of marketing primarily in the two countries which are being compared i.e. UK and UAE. The research is important considering its scope as it contributes to the academic literature available in the field of social media marketing in particular.

The research is also important for the professionals in the field of marketing in beauty industry because the survival of this industry is dependent on marketing strategies and this research has a primary focus on beauty industry of UK and UAE.

Research question

Like every research, the proposed research also aims to answer some particular research questions, which are as follows:

What is the consumers’ attitude toward social media marketing in the current era? Especially pertaining to the beauty products?
How do consumers’ attitudes toward social media marketing practices vary in UK and UAE in the case of beauty products?

Research objectives

The research objectives for the proposed research are as follows:

To analyse the consumers’ attitude towards social media marketing in general.
To understand how consumers react when it comes to social media marketing by beauty products.
To evaluate the differences in consumers’ attitudes towards social media marking in beauty products in UK and UAE.
To recommend the business on whether they should strengthen their focus on social media marketing or not………………………………………………continued

Consumer attitudes toward social media marketing