| 摘要 | 第5-7页 |
| ABSTRACT | 第7-8页 |
| ACKNOWLEDGEMENTS | 第10-15页 |
| LIST OF ABBREVIATIONS | 第15-16页 |
| CHAPTER 1 INTRODUCTION | 第16-21页 |
| 1.1 Defining social consumer/I consumer | 第19-21页 |
| 1.1.1 Consumer | 第19页 |
| 1.1.2 Consumer behavior | 第19页 |
| 1.1.3 Social consumer | 第19-20页 |
| 1.1.4 Social consumer acting as a Game Changer impacting this business world | 第20-21页 |
| CHAPTER 2 LITERATURE REVEIW | 第21-31页 |
| 2.1 The transition from internet use to the use of social media | 第21-23页 |
| 2.1.1 What actually social media is? | 第21-22页 |
| 2.1.2 Social media websites | 第22页 |
| 2.1.3 Social media tools and platforms | 第22-23页 |
| 2.2 Social media and its function in marketing | 第23-25页 |
| 2.2.1 What is marketing? | 第23页 |
| 2.2.2 IMC (Integrated Marketing Communication) | 第23-24页 |
| 2.2.3 Social Networking Media Strategies | 第24-25页 |
| 2.3 Benefiting from using social media marketing | 第25-26页 |
| 2.3.1 What is social network media marketing? | 第25-26页 |
| 2.4 social media and its impact on consumer social behavior | 第26-27页 |
| 2.5 The influence of social Networking websites on consumer's Purchasing behavior | 第27页 |
| 2.6 The affect of social media on drawing decision | 第27-29页 |
| 2.7 The use of SM and SMM as a brand awareness tool for customers | 第29页 |
| 2.8 Research Gaps and area of improvement | 第29-31页 |
| CHAPTER 3 OBJECTIVE AND RESEARCH METHEDOLOGY | 第31-35页 |
| 3.1 Research Objectives | 第31页 |
| 3.2 Research Hypothesis | 第31-32页 |
| 3.3 Type of research followed | 第32页 |
| 3.4 Data collection methodologies used | 第32-33页 |
| 3.5 Instruments used for conducting research | 第33页 |
| 3.6 Sampling Methodologies for research | 第33-34页 |
| 3.7 Selection of data Analysis tool | 第34页 |
| 3.8 Limitations to this study | 第34页 |
| 3.9 Future scope of the study | 第34-35页 |
| CHAPTER 4 DATA ANALYSIS AND FINDINGS | 第35-66页 |
| CHAPTER 5 CONCLUSIONS | 第66-68页 |
| CHAPTER 6 SUGGESTION & RECOMMENDATION | 第68-70页 |
| REFERENCES | 第70-72页 |
| ANNEXURE | 第72-82页 |
| 学位论文评阅及答辩情况表 | 第82页 |
