IndexCritical Analysis StatementResearch MethodologiesLiterature ReviewArmstrong, G. & Kotler, P. (2007). Marketing: an introduction. Smith, C. (2016). The Conversion Code: Capture Internet Leads, Create Quality Appointments, Close More Sales.Blanchard, O. (2011). Social Media ROI. Chauhan, S., & Rathore, S. (2014). Ethics in behavioral targeting: Mapping consumer perceptions. Stephen, A. (2016). The role of digital marketing and social media in consumer behavior. Zarouali, B., Ponnet, K., Walrave, M., & Poels, K. (2017). "Do you like cookies?" Adolescents' skeptical processing of retargeted Facebook ads and the moderating role of privacy concerns and a textual debriefing. Taylor, G. (2018). 57% of shoppers say retargeting has no influence on their online purchasing decisions. Steingold, L. (2018). Advertising in the era of mobile, social media and artificial intelligence. The purpose of this research is to try to understand how retargeting on the social media platform Instagram can influence a consumer's purchasing decision. Instagram is of particular interest as research conducted by marketing firms across the UK suggests that social media users aged between 18 and 25 are leaving Facebook at a faster than expected rate and flocking to Instagram . Instagram currently has 800 million users worldwide; 63% of these users are between the ages of 18 and 25. This creates a mass audience that organizations can target and retarget. It is therefore essential that marketers know how to best advertise to this age group. Uses and gratification theory will help understand why and how people seek out one social media platform over another, assuming the consumer has complete control. This research will examine knowledge of retargeting among this age group in the UK and question their understanding of what it is and how it works. The aim is to find out whether people within this age range find retargeting useful in consumers' purchasing decisions, or whether they believe it is unethical and an invasion of their privacy, and furthermore, whether it dissuades people from purchase from that organization. plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay. It also aims to explore more about consumers' knowledge of a company's data and cookie use. As consumers have become more aware of whether companies store their personal data, due to new GDPR regulations, the research aims to reveal whether people fully understand what personal data they allow companies to have and what online activities companies are engaging in. able to track after accepting their cookie. policies. To understand this, you need to research how GDPR has affected how organizations can use data tracking files, as well as looking at different cookie policies, to see how much information they reveal to the consumer at first glance. The Technology Acceptance Model will further delve into the insights found using uses and gratifications theory, mapping and showing how, or if, consumers have come to accept cookie data technology and, therefore, retargeting on marketing platforms. social media. Research conducted by 'Brandweek suggests that online advertising has been less effective in engaging consumers and, consequently, influencing a purchase. This contradicts other research done,who found that retargeting marketing influences the consumer's purchasing decision. However, research by Mangold and Faulds from 2009 explores social media as a new element in the promotional mix due to its multiple opportunities to influence the consumer's purchasing decision. Andrew Stephen agrees with this, saying that information from social media has a great influence on consumer decision-making. However, it cannot be ruled out that retargeting may become less effective among young people between 18 and 25 years old, as they become more skeptical about their privacy, especially online. The theory of technological determinism assumes that technological advances have a primary influence on social relationships and cultural practices, so it will be useful to see how retargeting has affected the online shopping experience and what consumers think of the retargeted brand. People between the ages of 18 and 25 use Instagram more than any other social media platform, so it is the ideal channel for businesses to retarget products and services to this age group, which helps influence consumers' purchasing decision . However, in a data-conscious society, this age group finds retargeting invasive and wants to find solutions to prevent this from happening. How does retargeting, through the use of Instagram, influence the purchasing decision of consumers between 18 and 25 years old? To what extent does this retargeting become invasive?Critical Analysis StatementTechnological Determinism: Since this research is about how retargeting influences the consumer's purchasing decision, it is important to explore the theory of technological determinism, as it assumes that society's technology drives the development of its social structure and cultural values. He argues that technological advances have a primary influence on social relations and cultural practices. It will be able to investigate whether technological advances in the use of cookies, among online companies, are the main driver of social change in purchasing habits. Uses and Gratification Theory: I want to understand why consumers are using a particular social media platform over others and, as a result, companies are retargeting them online. This theory seeks to understand why and how people actively seek out specific media to satisfy specific needs. However, it assumes that people have power over the media they use, rather than positioning individuals as passive consumers of media. This will give me a different perspective as research is examining whether consumers are influenced by the media. Technology Acceptance Model: This is an information system theory that models how users come to accept and use technology. It will be interesting to watch this to see if we have come to accept companies using our information to retarget products through the use of social media. Research Methodologies The research conducted will mainly involve secondary qualitative data, in order to gain existing and up-to-date knowledge on how many 18-25 year olds use Instagram and how they use it. We will also review existing research into the ethical guidelines established for companies using retargeting, as well as the new GDPR regulations and guidelines established for organizations on the use of cookies online. Primary research will also be conducted to ensure up-to-date information. Firstly, using primary qualitative collection, in the form of questionnaires, the research will gain an understanding of how young people aged 18 to 25 feelregarding retargeting on social media in general and more specifically on Instagram. It will also check whether they find it invasive or whether it helps them decide, therefore influencing the consumer's purchasing decision. However, to help explain why people responded in a certain way, focus groups will be held, which will allow for more investigative questioning to see if there is a difference in responses when placed in a group situation, rather than responding from alone. Using case studies will help you better understand how retargeting has worked in the past, especially on other social media platforms, because although retargeting has only just become part of the Instagram feed, other social media platforms, such as Facebook , have been subject to retargeting for many years. Case studies are essential as they capture the complexities of real-life situations. This method integrates qualitative and quantitative data, which allows for comprehensive and synergistic data analysis. However, a case study has its limitations, as is often difficult to reach generalizations or conclusions, it will give a good indication of how retargeting influenced the consumer's purchasing decision on another platform and will allow for a comparison. Literature review Armstrong, G . & Kotler, P. (2007). Marketing: An Introduction. This book suggests that consumers are increasingly concerned about how organizations use their personal data online to aid marketing efforts, thereby influencing the consumer's purchasing decision. However, it examines and contradicts this research by exploring how companies use the information they obtain and how this could result in a mutually beneficial relationship for both the consumer and the company. Armstrong raises the question: Are consumers aware of how their information is being used? Smith, C. (2016). The Conversion Code: Capture Internet Leads, Create Quality Appointments, Close More Sales. The Conversion Code looks at how companies can best use retargeting and expresses concern about consumers being overloaded with too many social media ads. He states that retargeting is essential for an organization, as it is the glue between marketing and advertising. This book realizes the new sales environment and explores the reasons behind the downward spiral of traditional media and why it is so important for marketers to start advertising online. It also provides insights into how marketers can find, reach, engage consumers and position themselves as the ideal solution to consumer needs. Blanchard, O. (2011). Social Media ROI.Blanchard examines the return on investment that organizations and markets get from traditional forms of media compared to the return on investment they get from advertising on social media platforms. Traditional media has a 'spend and achieve' mentality, however it is clear that this does not always work. Blanchard suggests that social media connects people in a valuable, meaningful, and convenient way, on their terms; meaning that after thousands of daily marketing messages, social media is one place to go to stop mass marketing messages. This book argues that social media marketing strategies must have the consumer at the center and, instead of influencing the consumer's purchasing decision, create a deeper connection with customers in order to turn them into repeat and openly loyal customers. Chauhan, S., & Rathore, S. (2014). Ethics in behavioral targeting: Mapping consumer perceptions. Marketing is moving away from traditional media.