This Marketing Dissertation Examines the Influence of Social Media Marketing on Online Buying Decisions - A Case Study of Amazon. Online Buying Decisions Amazon Dissertation – The emergence of social media in the modern era has revolutionized traditional marketing communications methods, such as television, print media, magazines, radio, and newspaper ads. Social media marketing (SMM) is an ongoing process in which companies attract a large user base, especially millennials, through social media networking channels. Additionally, companies utilize social media platforms to promote their offerings and cultivate relationships with stakeholders online. Amazon, a prominent American cloud computing and e-commerce business headquartered in Seattle, Washington, has a diverse product portfolio. This research aims to investigate the impact of Amazon’s social media marketing on consumers’ online buying decisions, intentions and preferences. To achieve this, a survey was conducted, gather
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