The Comparison of the Impact of Social Media Marketing of Burberry Upon the Consumer Behaviour Among UK and China

The Comparison of the Impact of Social Media Marketing of Burberry Upon the Consumer Behaviour Among UK and China 

The research focuses on the investigation of the impact of social media marketing on the behaviour of the consumers among UK and China. Burberry has been selected as the organization which needs to be evaluated to study the impact of online advertising. The key objectives of the paper have been stated as follows: 1. To improve understanding of the development of social media marketing among UK and China. 2. To build theory base of online consumer behaviour and social media marketing. 3. To evaluate different online social media strategies of Burberry among UK and China. 4. To develop an appropriate methodological approach to investigate the research aim. 5. To conduct the research result by analysing research data. 6. To compare and discuss the different results with literature between UK and China. 7. To identify the future scope for social media advertising on the selected markets.