Details

Research Paper (postgraduate) from the year 2024 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: 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.