Business and Management Dissertation Doc

Business and Management
Dissertation

Table of Contents
TITLE:.............................................................................................................................................1
1.0 INTRODUCTION.....................................................................................................................1
1.1 Identify a specific researchable topic area............................................................................1
1.2 Establish the importance of the problem...............................................................................2
1.3 Aim of the research project...................................................................................................2
2.0 RESEARCH OBJECTIVES AND RESEARCH QUESTION(S).............................................2
2.1 Research objectives...............................................................................................................2
2.2 Research Questions...............................................................................................................3
3.0 LITERATURE REVIEW..........................................................................................................3
Concept of social media and consumer behaviour......................................................................3
Importance of social media in influencing consumer behaviour................................................4
Issue faced by managers while implementing social media technique at workplace.................4
Relationship between social media and consumer behaviour.....................................................5
4.0 RESEARCH METHODOLOGY...............................................................................................6
4.1 Research Design, Research approach and Research Type....................................................7
4.2 Rationale...............................................................................................................................7
5.0 Access to Data and Research Ethics .........................................................................................8
6.0 Limitations.................................................................................................................................8
REFERENCES................................................................................................................................9

TITLE:
“Social Media and Consumer Behaviour.” A study on Marks and Spencer.
1.0 INTRODUCTION
1.1 Identify a specific researchable topic area
Social media is the platform through which interactive computer- mediated technologies.
This helps to share information, feelings and ideas interaction, content sharing and collaboration.
There are different types of social media such as social curation, social bookmarking, micro
blogging, forums, etc. In case of business, there is use of different social media tools such as
Facebook, Instagram, Twitter, Snapchat, Tumblr, etc. With the help of thee, it is easy for
managers of organisation to market products and services to consumers in society (Alalwan and
et. al., 2017).
Consumer behaviour is the aspect to study of individuals, groups of individuals and
organisations which affects purchasing decision of individuals. Consumer purchase products
when they are aware and satisfied, so there is involvement of consumer's emotional, mental and
behavioural response. There are different factors which affects consumer behaviour such as
comment at social media, after sales services, etc. so managers has to keep eye on satisfaction of
consumers because it has direct impact on consumer behaviour. In this research, there is
discussion about impact of social media consumer's behaviour. This research is based on Marks
and Spencer which is big British multinational retail sore having head quarter in Westminster,
London, UK. This organisation deals in clothes, home products and food items.
Consumers are the most important component for an organisation. They are the people
who are ready to purchase products and services with exchange of monetary terms. So this assist
in organisational sales and profits. When consumers are aware about their roles and
responsibilities, then there is improvement in brand image. Consumers purchase products and
services, when they are aware, so role of marketing is most crucial for increasing and enhancing
sales. So it is responsibility of managers to understand changes in demand of consumers and
providing specific products and services (Bamossy and Solomon, 2016).
These days, there is important role of social media sites in promoting brand image.
Facebook, Instagram, etc. are some platform which helps to creates contact with consumers. In
case of Marks and Spencer, they do not advertise products and services in innovative manner.
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