Impact of social media on customers' purchase decision : case: Chocolaterie Thibaut, France

Due to the digital revolution, people are more and more connected to each other, which make access to information easier. It has also changed the way people consume. Craft companies in the French market of the food industry are numerous, as food is part of local culture. However, even if this industry sector is promising, small and individual companies do not have the necessary resources to invest in order to advertise in a proper traditional way. Therefore, digital marketing has become a remarkable asset for such companies as it is a low-cost advertisement. This thesis studies the way small companies could use social media platforms in order to influence customers’ purchase decision to provide guidance for the case study company, Chocolaterie Thibaut, France. During this research, a mixed method was applied using both questionnaire and interview design by the author to collect data. During this process, the author underlines that the company seems to reach its customers’ expectations by offering high-quality products. According to the population sample, 51% of the company’s customers are female over 50 years old. This result might be the reason why 60% of customers were not aware of the company’s Facebook page