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impact on consumers’ purchasing behaviour PDF

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Running head: APPROACH TO RESEARCH
Approach to Research
Name of the Student
Name of the University
Author’s Note
1
APPROACH TO RESEARCH
Abstract
Social media impact on consumers’ purchasing behaviour is the primary concern of this reserach
proposal. Nike is selected for conducting effective case study based on which the entire data will
be evaluated. In the very introduction part, the topic of the research is identified along with
evaluating the rationale of research topic. The second chapter is about analyzing the research
problem. In this specific part, detailed literature review is conducted by incorporating the opinion
of numerous eminent scholars. The third chapter is all about discussing the appropriate
methodological tools that would be used for gathering data and information. This very specific
study will choose appropriate research philosophy, research approach and research design. While
collecting data the researcher would like to use primary data collection technique for getting
immediate response of the participants.
2
APPROACH TO RESEARCH
Table of Contents
1. Introduction:................................................................................................................................3
1.1 Problem statement:....................................................................................................................3
1.2 Research questions:...................................................................................................................4
1.3 Research objectives:..................................................................................................................4
1.4 Hypothesis:................................................................................................................................4
1.5 Overview of the methodology:..................................................................................................5
1.6 Outline of the research plan:......................................................................................................5
2. Research problem and its significance (literature review)..........................................................6
3. Research methodology...............................................................................................................12
4. Data gathering and data analysis methods:................................................................................14
5. Ethical consideration:................................................................................................................16
6. Limitation of the study:.............................................................................................................16
7. Time-line:..................................................................................................................................17
8. Conclusion.................................................................................................................................18
References:....................................................................................................................................19
3
APPROACH TO RESEARCH
Topic: Impact of social media channels in enhancing consumers’ purchasing behaviour,
Case Study of Nike, Australia
1. Introduction:
After evaluating statistical data of last five years, it is observed that the emergence of
social media has left immense positive impact on the overall business success. Especially in the
retail industry, the business experts have firmly concentrated on using social media channels
while creating their brand awareness. Nike is considered as one of the most popular international
brands occupying recognizable place in manufacturing and designing sports apparel. In last five
years, the business experts of Nike have decided to use popularity of social media while
promoting their brand identity. They have received immense positive response from the global
customers. After occupying media channels Nike has currently capturedUS$ 72.07 stock price
in current business scenario.Breaking 2, one of the most ambitious campaigns initiated by Nike
was introduced on the social media pages (nike.com, 2018). This particular page got11K shares
along with innumerable positive comments. After initiating their e-commerce method Nike has
received15,059,105 followersin their social media pages. Therefore, large number of
researchers and practitioners has raised their serious concern on evaluating the importance of
social media for influencing the consumers’ behaviour (nike.com, 2018).
1.1 Problem statement:
As per statistical data, it is observed that around700 million of peopleare the monthly
viewers of Instagram pages of Nike. This particular data signifies the fact the emergence of
social media is successfully able to introduce the brand in the international market. In this kind
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APPROACH TO RESEARCH
of situation, the number of target customers of Nike has immensely increased. Therefore, this
particular research issue has been identified in quest of collecting effective data and information
on how social media channels have left immense positive impact in order to expanding the entire
business process in the global market (Abed, Dwivedi and Williams, 2015).
1.2 Research questions:
What is the impact of social media networks in influencing purchasing behaviour of
customers
What are the factors that prevents the organizations in using social media channels as a way
of platform
What should be the major recommendation for overcoming the barriers of implementing
social media channels for promoting the brands
1.3 Research objectives:
To evaluate the impact of social media networks in influencing purchasing behaviour of
customers
To critically understand the factors that prevents the organizations in using social media
channels as a way of platform
To provide major recommendation on how to overcome the barriers of implementing social
media channels for promoting the brands
1.4 Hypothesis:
H0: Social media channels have no significant impact on consumers’ purchasing behaviour
H1: Social media channels have significant impact on consumers’ purchasing behaviour
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APPROACH TO RESEARCH
1.5 Overview of the methodology:
The methodology part will focus to give detailed overview on how different tools of
research method are effective in acquiring in-depth knowledge on the identified research issue.
This very specific study will choose appropriate research philosophy, research approach and
research design. While collecting data the researcher would like to use primary data collection
technique for getting immediate response of the participants. As a statistical tool of data analysis,
the researcher would like to choose central tendency method. With the help of central tendency
method the percentage of the respondents will be presented in graphical presentation to get
instant overview about the result of the research paper.
1.6 Outline of the research plan:
This particular research plan is constituted with three important chapters. In the very
introduction part, the topic of the research is identified along with evaluating the rationale of
research topic. After identifying the issue the introduction part has set three major research
objectives based on which the entire process of work will be conducted. The second chapter is
about analyzing the research problem. In this specific part, detailed literature review is conducted
by incorporating the opinion of numerous eminent scholars. The third chapter is all about
discussing the appropriate methodological tools that would be used for gathering data and
information. The types of data collection techniques and data analysis procedure would also b
evaluated in this very specific study. At the end of three chapters the study will discuss different
aspects of ethical considerations along with finding out the limitation of this study.
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