Does the Use of Social Media as a Form of Marketing Action by Retailers influence Gen Y Consumers’ Buyer Behaviour?

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I would very much appreciate help with the literature review chapter of my Master’s dissertation. I will need top-quality communication and writing. Many sources should be used. Problem-Area/Research Topic: Social Media as a marketing tool in retail and Gen Y buying behaviour Research Question: Does the Use of Social Media as a Form of Marketing Action by Retailers influence Gen Y Consumers’ Buyer Behaviour? Suggested literature review topics: -Theory on Generations: The Millennial Generation -Social Media in Retail -Product Awareness -Inspiration (consumers being inspired to purchase from retailers after seeing social media posts) -Influencer Marketing -User-Generated Content and its effect -The Influence of social media reviews (E-WOM, Social Proof) -Social Media referrals -Engagement between consumer and brand -Social Media and Customer Service -Promotions, Discounts and Deals on Social Media Thank you in advance.

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