Effectiveness of Social Media Marketing on Consumer Buying Decisions in Fashion Industry

DISSERTATION
(To investigate the effectiveness of social media
marketing on consumer buying decisions in Fashion
Industry, A case study on Burberry Plc)

Table of Contents
CHAPTER -1 INTRODUCTION....................................................................................................1
1.1 Title........................................................................................................................................1
1.2 Overview of the research problem.........................................................................................1
1.3 Rationale of the study............................................................................................................2
1.4 Potential contribution of the study.........................................................................................3
1.5 Research aims and objectives................................................................................................3
1.6 Research questions.................................................................................................................4
1.7 Structure of the dissertation...................................................................................................4
REFERENCES................................................................................................................................6

CHAPTER -1 INTRODUCTION
1.1 Title
“To investigate the effectiveness of social media marketing on consumer buying decisions in
Fashion Industry, A case study on Burberry Plc”
1.2 Overview of the research problem
With the advancement of Information and Communication Technologies (ICT), the
business world has encountered a new phenomenon in the cyber world called social media
communication. Emergence of web 2.0 technologies is considered as the major advancement in
the history of commerce that came along with the social media networking channel. Such
revolutionized development had fostered the online communication; facilitate interaction,
content and video sharing and cooperation (Chitra and Sasikala, 2016). It had brought
significant changes in the traditional marketing channels, mediums and approaches that were
used by the marketers earlier. It shifted the power from the firms to the consumers because social
media democracy allowed all the users to keep in touch and contact each other via information
exchange regarding different products and services (Kaur, 2016). It encouraged marketers
changing their traditionally applied marketing and promotional strategies through the use of
social media sites and thereby matches new needs of consumers through regular online
communication. It had significantly changed the buying behavior of users through social media
advertisement and word of mouth publicity as well. It has totally changed the relationship
between companies and stakeholders. Social-Media marketing (SMM) is totally different from
the traditional marketing because advertisement is the one side communication channel, in
which, marketers just provide necessary information regarding their offerings such as quality,
price, discount offers, availability, color, size and others, consumers have no option to
communicate with the firm whereas under SMM, both user and company can communicate with
each other hence, it is a two-way marketing communication channel (Borah and Tellis, 2016).
Social-media has multiple of types such as weblogs, social media networking like
Facebook, sites for sharing videos like YouTube, micro-blogs like Twitter & others. Due to the
stronger connectivity, social media gains a high popularity in the world and enable firms to
popularize their commercial brand in the global market. Referring United Kingdom (UK), in
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