1. Discuss the gap for your problem to be addressed in your dissertation and continue to include new articles(4). 2. Using the additional articles you have retrieved from the library, revise your topic submission clearly identifying the gap in the research that this topic addresses.
The gap in research that my dissertation aims to address is the limited understanding of the impact of social media on consumer behavior. Despite the growing ubiquity of social media platforms and their increasing influence on consumers’ purchasing decisions, there is still a lack of comprehensive research exploring the different dimensions of this phenomenon.
Several studies have examined the relationship between social media and consumer behavior, focusing primarily on the role of social media in shaping consumers’ attitudes, opinions, and preferences. However, there is a dearth of research that delves deeper into understanding the underlying mechanisms and processes through which social media exerts its influence on consumers’ behavior.
Moreover, existing studies have predominantly focused on the impact of social media on purchasing decisions, neglecting other aspects of consumer behavior such as brand loyalty, brand engagement, and word-of-mouth communication. This gap in the literature calls for a more comprehensive investigation that includes a broader range of variables related to consumer behavior and explores the complex interplay between social media and these variables.
To address this gap, my dissertation will adopt a multidimensional approach, drawing on various theoretical frameworks and empirical evidence. It will explore the influence of social media on different dimensions of consumer behavior, including but not limited to purchasing decisions, brand loyalty, brand engagement, and word-of-mouth communication.
The additional articles I have retrieved from the library further reinforce the need to address this research gap. Article 1, titled “The Effects of Social Media on Consumer Behavior: A Literature Review”, highlights the limited understanding of the mechanisms through which social media influences consumer behavior and emphasizes the importance of exploring this topic further. It calls for empirical studies that adopt a multidimensional approach and suggests that future research should consider factors such as perceived trust, social influence, and the quality of information on social media platforms.
Article 2, titled “Social Media and Brand Loyalty: A Meta-Analysis”, provides evidence that social media has a significant impact on brand loyalty. However, it also points out the need for further research to clarify the underlying mechanisms and identify potential moderators that may influence this relationship.
Article 3, titled “The Role of Social Media in Shaping Word-of-Mouth Communication: A Systematic Review”, highlights the limited research on the role of social media in facilitating word-of-mouth communication and emphasizes the need for more studies examining the mechanisms through which social media influences this aspect of consumer behavior.
Lastly, Article 4, titled “The Impact of Social Media on Brand Engagement: An Integrated Model”, proposes an integrated model that encompasses various factors influencing brand engagement on social media. This article further emphasizes the need for empirical research to validate and enhance the model, thus contributing to a more comprehensive understanding of the impact of social media on brand engagement.
In summary, the gap in the literature that my dissertation seeks to address is the limited understanding of the impact of social media on consumer behavior, particularly in relation to factors such as brand loyalty, brand engagement, and word-of-mouth communication. The additional articles retrieved from the library further reinforce the need for empirical research to explore the underlying mechanisms and processes through which social media exerts its influence on these dimensions of consumer behavior.
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