Impact of Social Media on Consumer Decision Making in Clothing Industry: A Case Study of Marks and Spencer

This study analyses the impact of social media on consumer decision making in the clothing industry, with a case study of Marks and Spencer. It investigates the factors affecting consumer decision making in online shopping and explores various social media sites used for marketing Marks and Spencer products.

Analysing the impact of Social media on
consumer decision making in Clothing
industry: A case study of Marks and
Spencer

Overview
Social media marketing is a platform to grab the attention of
large number of customers however, it has been always questioned if
such platform is as much important to engage with audiences and to
influence their decision making.
The present investigation herewith is concerned about analysing
the impact of Social media on consumer decision making in Clothing
industry, for which Marks and Spencer, a leading clothing retailer is
taken into consideration.

Aim and Objective
Aim:
The major aim of present investigation is to analyse the impact of
Social media on consumer decision making in Clothing industry
therefore a UK's leading organization Marks and Spencer is considered
Objectives
 To identify the concept of social media marking and consumer
decision making
 To investigate the factors affecting consumer decision making in
online shopping
 To study the impact of Social media on consumer decision making
for Marks and Spencer
 To explore various social media sites that are used for marketing of
Marks and Spencer products

Research MethodologyResearch philosophy: For this investigation interpretivism philosophy
will make in use due to requirement of in-depth analysis.
Research approach: Deductive research approach will be used for this
research as it will be helpful in conducting in-depth analysis of
investigation. In addition to that specific area of research topic is a
rationale behind choosing deductive approach.
Research method – Qualitative as well as quantitative research
methods will be used for reaching the objective of present
investigation. Qualitative methods are used to investigate the
secondary information on the other hand qualitative methods will use
for primary investigation.
Data collection methods: The data for the present investigation will be
gathered using primary and secondary sources of data collection. For
the present investigation primary data will be collected through
questionnaire and secondary data will be gathered from books,
Journals, articles as well as physical and online library .

Contd...Sampling: Using this methods the respondents will be provide equal
chance to be selected in the investigation. The sample size of study will
be 50 customers that will be approached through social media sites.
Data analysis: For data analysis thematic analysis method will make in
use as to preset and analysis primary as well as secondary information.
In addition, sub -themes will help in analysing primary as well as
secondary information.
Ethical considerations: The information will be collected from
authentic sources as well as primary data will be collected from
authentic sources. The private information of customers will be kept
confidential.
Limitations of research: Shorter time, absence of sufficient information
and insufficient financial funds.

Theme 1
Male Female
0
5
10
15
20
25
30
Gender
Column B

Theme 2
17
13
10
10
Age
18 - 25 years
25 - 35 years
35 - 45 years
Above 45 years

Theme 3
Brand
Quality
Price
Special offers
0 5 10 15 20 25
22
18
5
5
most significant factor which influence your decision making
process during selection of product
Column B

Theme 4
Yes No
0
5
10
15
20
25
30
35
40
use social media tools for shopping of diverse apparels
Column B

Theme 5
Convenience
Pricing
Special offer/ festive offers
Easy return policies
0
5
10
15
20
25
factors enhances your motivation level while accessing
social networking sites
Column B

Theme 6
Facebook Twitter Blogs Company portal Other
0
5
10
15
20
25
social media site you use to gather information about
the discount offers and products
Column B

Theme 7
20%
30%
50%
visit Marks and Spenser online shopping portal
Once a week
Twice in a week
Once in a month

Theme 8
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
0 5 10 15 20 25 30
Marks and Spenser online shopping portal can be considered as
one of the best places for online shopping
Column B

Conclusion
As per the above study, it can be concluded that the social media
marketing have a great impact on the customer buying behaviour
process. In this respect, it can be said that young age people are more
attracted towards social media tools which can boost the business
opportunities for Marks and Spenser. There are number of social
media tools which can be used by management of Marks and Spenser
in order to boost the organisation performance. The classification of
tools can be as facebook, twitter, instagram, blog, etc. It has also been
identified that the social media marketing can influence the customer
buying decision in positive manner.