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Running head: SOCIAL MEDIA USAGE i
MARKET RESEARCH STUDY
TO EVALUATE HOW SOCIAL MEDIA USAGE
INFLUENCES COLLEGE STUDENTS’ DECISIONS
Prepared for
Stakeholders
Prepared by
Grand Canyon University – MKT 445
April 4, 2021

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SOCIAL MEDIA USAGE ii
Letter of Transmittal
April 4, 2021
Eric Freeman, Professor
Grand Canyon University
3300 W Camelback Rd
Phoenix, AZ 85017
Dear Professor Freeman,
As assigned for the report, I am submitting the attached report entitled How Social Media Usage
Influences College Students’ Decisions.
This report examines the problem that businesses face when unaware of what is the most popular
social media platform that college aged users are most frequented, those include Facebook,
Instagram, YouTube, LinkedIn and Twitter. By understanding this, the businesses are able to
better capitalize off of the results based on the platform chosen. The implications of what
platforms are most widely used, will be discussed. Also, discussed are longevity of the time spent
on chosen platforms, purchasing decisions, income, and overall ratings of platforms. Lastly,
conclusions and recommendations for stakeholders will be presented.
I hope you find this report satisfactory.
Sincerely,
Megan K Paulson
Student at Grand Canyon University – MKT 445

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Running head: SOCIAL MEDIA USAGE i MARKET RESEARCH STUDY TO EVALUATE HOW SOCIAL MEDIA USAGE INFLUENCES COLLEGE STUDENTS’ DECISIONS Prepared for Stakeholders Prepared by Grand Canyon University – MKT 445 April 4, 2021 SOCIAL MEDIA USAGE ii Letter of Transmittal April 4, 2021 Eric Freeman, Professor Grand Canyon University 3300 W Camelback Rd Phoenix, AZ 85017 Dear Professor Freeman, As assigned for the report, I am submitting the attached report entitled How Social Media Usage Influences College Students’ Decisions. This report examines the problem that businesses face when unaware of what is the most popular social media platform that college aged users are most frequented, those include Facebook, Instagram, YouTube, LinkedIn and Twitter. By understanding this, the businesses are able to better capitalize off of the results based on the platform chosen. The implications of what platforms are most widely used, will be discussed. Also, discussed are longevity of the time spent on chosen platforms, purchasing decisions, income, and overall ratings of platforms. Lastly, conclusions and recommendations for stakeholders will be presented. I hope you find this report satisfactory. Sincerely, Megan K Paulson Student at Grand Canyon University – MKT 445 SOCIAL MEDIA USAGE iii Table of Contents Title Page i Letter of Transmittal ii Table of Contents iii List of Illustrations iv Executive Summary v Introduction vi Research Objectives Methods vi vii ...
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