Social Media and Brand Perception

This assignment investigates the influence of social media on brand perception, focusing on Burberry Plc as a case study. It requires you to analyze how users engage with Burberry on social media platforms, evaluate the effectiveness of their advertisements, and examine the impact of social media on consumer purchase decisions for Burberry products. The analysis should involve questionnaire data and relevant research findings.

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

ACKNOWLEDGMENT
I would like to thank to my mentor who provided me direction in completing the research. I
would also like to convey my thanks to colleagues and other team members who have
coordinated with me while collecting data and analysing the same on the basis of the
research aim and objectives.

ABSTRACT
Marketing is the combination of activities that has been performed by business organization
so that they can improve their sales and profitability level. Social media is a technological
platform which is used by people in order to communicate with each other. Now a days,
companies are also using these sites such as Facebook, Twitter, LinkedIn in order to establish the
communication. Along with this, some promotional or advertisement campaign should be
established so that success can be achieved. The present dissertation is based on Burberry Plc
which perform its operations in fashion industry. They are implementing social media marketing
activities so that they can improve their performance. Here, in the present project some tools and
techniques are used by researcher so that overall research can be completed in more effective
manner.

Table of Contents
Table of Contents.............................................................................................................................4
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
1.7Structure of the dissertation....................................................................................................4
CHAPTER 2- LITERATURE REVIEW.........................................................................................6
2.1 Introduction............................................................................................................................6
2.2 Social media marketing strategies.........................................................................................6
2.3 Effectiveness of social media marketing activities................................................................7
2.4 Consumers buying decisions.................................................................................................8
2.5 The impact of marketing activities on consumer relationship and their purchasing
decisions....................................................................................................................................10
2.6 Threats which are associated with the social media marketing...........................................11
2.7 Literature gap.......................................................................................................................12
2.8 Conclusion...........................................................................................................................12
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................13
3.1 Introduction..........................................................................................................................13
3.2 Research design...................................................................................................................13
3.3 Research approach...............................................................................................................13
3.4 Research philosophy............................................................................................................14
3.5 Data collection methods......................................................................................................14
3.6 Sampling techniques............................................................................................................15
3.7 Data analysis........................................................................................................................15
3.8 Ethical considerations..........................................................................................................16
3.9 Validity and reliability.........................................................................................................16
3.10 Research limitations...........................................................................................................17

CHAPTER 4- DATA ANALYSIS................................................................................................18
4.1 Introduction..........................................................................................................................18
4.2 Thematic analysis................................................................................................................18
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................31
5.1 Conclusion...........................................................................................................................31
5.2 Recommendations................................................................................................................33
REFLECTIVE STATEMENT.......................................................................................................35
REFERENCES..............................................................................................................................36
APPENDIX....................................................................................................................................39

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 behaviour 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
January 2017, the total active social media users were reported to 42milion (64% of population)
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and active mobile social media users were 37million (57% of population) (Social media users,
2017). The progressive use of web 2.0 technology is not only evidenced by the users but also
used by the companies as an advertisement tool for promoting their product portfolio. People use
social media sites for varied purposes such as for obtaining and transferring information so as to
make excellent purchasing decisions. SMM plays a great role in the marketing functions of
fashion industry wherein companies use different social media sites under its promotional
campaign, so that, they can access majority of consumers (Gainous and et.al., 2016). Burberry
Plc is a British firm that designs, manufacture and offer luxury fashionable cloths to the men,
women and children. It offers various products such as apparel, accessories, leather handbags,
watches, cosmetics and beauty products to the customers. It operates through its departmental
stores, franchisee, fashion outlets and online platform. In order to survive in the tough
competitive era, its marketing strategies have been turned towards use of social media rather than
traditional methods like print media, paper advertisement and others. It uses SMM to identify
buying intentions along with the stimuli and identify the impact of social-media marketing on
such factors so as to favorably influence the users and change his buying intentions into actual
purchase. Pictures of designer and fashionable clothing items, attractive advertisement, consumer
feedbacks and post-buying experiences of the users enable potential buyers to make right
purchasing decisions whether to buy a particular item or not to meet their own expectations
(Godey and et.al., 2016). Thus, the key objective of the study is to reveal that how effectively
social media marketing enable Burberry to influence the buying intentions of the consumers. The
research highlights the effectiveness of SMM on the users purchasing behavior to assess that
how social media sites encourage & motivate people buying preferences and choices to match up
their own needs and desires.
1.3 Rationale of the study
In the era of e-commerce, luxury fashion houses actively use social-media sites to
promote their goods offering all over the world and to millennial consumers. Numerous research
studies have been conducted by the scholars to investigate the effectiveness of social media sites
on the consumers shopping experiences & buying choices in different sectors such as retail,
fashion and others, still, none of the study had investigated its effectiveness for the Burberry
fashion house. Thus, by this way, the research mitigates such gap by examining that how well
social media can be used as an effective promotional tool by Burberry Plc to gain brand
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popularity all over the world. Rising popularity of social sites encourage scholars to investigate
the issue through an in-depth research. The study will examine both the favorable and negative
impact of its use on the Burberry’s performance. The research also addresses the key challenges
faced by companies in social-media marketing like security and others. Thus, conducting such
investigation will enable investigator to create an excellent marketing plan integrating social
networking sites to maintain strong relationship with the customers and attract more and more
users to buy the offered goods.
1.4 Potential contribution of the study
In the period of e-commerce, luxury fashion brands invest a huge capital in their
promotional offerings to gain crowded audience. Burberry’s social media marketing focuses on
gaining actively the attention of users towards its designer, unique and fashionable goods and
other items so as to achieve success. Thus, the current research will be extremely significant for
the marketers of fashion houses to examine the usefulness of social media marketing in their
promotional success. Moreover, they can make decisions to effectively promote their goods and
services offerings through social networking channels and overcome the possible challenges that
might be the results of unforeseen changes in the market. With the assistance of the study,
organizations operating in the fashion industry will be able to make smarter decisions to
accomplish high level of success through online promotion. Further, the current research study
will serve as a secondary source for the upcoming scholars and will provide a conceptual base to
their study in concerned field.
1.5 Research aims and objectives
Aim: To investigate the effectiveness of social media marketing on consumer buying
decisions in Fashion Industry, A case study on Burberry Plc.
Objectives:
 To examine the properties of British luxury fashion house’s social media marketing
 To investigate the impact of Burberry’s social media marketing activities on consumer
relationship, buying intention & their purchase decisions
 To investigate possible threats faced by fashion house marketers in their social-media
marketing practices
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 To suggest the best strategies to British luxury fashion retailers to overcome the social
media marketing challenges
1.6 Research questions
1. What are the characteristics and features of luxury retailer’s social media marketing practices
in UK?
2. How does the social-media marketing channel affects buying preferences, purchasing
decisions and consumer relationship?
3. What issues and challenges often faced by Burberry’s marketers to promote their products and
services using social networking sites?
4. What strategies and actions do luxury fashion brands marketers needs to undertake to
successfully grow their business using SMM?
1.7Structure of the dissertation
Chapter: 1. Introduction: Every study starts with the investigating the area of interest by
well presenting the research problem. It develops an initial idea in the mind of reader that what
the whole dissertation tells and in which direction, it has been carried down. This section clearly
presents the interest of the researcher with the targeted aims & objectives due to which the study
was conducted earlier.
Chapter: 2. Literature review: This is the second chapter which critically reviews the
relevant historical researches by researching number of articles, research papers, publications
and other secondary material. In this, various studies will be compared with each other to carry
out a comprehensive & informative investigation. Seeking out the existing or past researches
helps to avoid replication and provide an academic context and conceptual theoretical base to the
proposed study to mitigate the loopholes in the previous studies.
Chapter: 3. Research methodology: Following LR, the methodology section of the thesis
present the tools applied as a research philosophy & approach. Besides this, the techniques used
for obtaining sufficient amount of data for the purpose of detailed analysis & investigation will
be presented.
Chapter: 4. Results, analysis and findings: This is one of the most crucial section that
provides highly realistic and relevant information regards to the area of the study that is
interpreted and examined by the researcher to find out the materialistic information about the
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impact or effectiveness of social media marketing on the users buying choices, preferences and
decisions.
Chapter: 5. Conclusion: At the end of the thesis, all the strands or key findings from all
the chapters will be combined to give a justified and convincing answer to the problem
investigated. Proper justification is really important with full reasoning and with proper
evidences as well to ensure its reliability. Besides this, potential future areas or developments for
the current research topic will be presented where upcoming scholars can take interest to
investigate the issue in more detail.
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CHAPTER 2- LITERATURE REVIEW
2.1 Introduction
The purpose of this section in dissertation is to provide a review on previous literatures so
that understanding about social media and consumer behaviour can be gained. Here, at this stage
different opinion of authors are gained on the same topic. Along with this, the data can also be
gathered from different secondary sources such as internet, journals, books and so on. The
research can be conducted in more efficient manner as information is collected through some
theoretical literature and investigations. In the present study, researcher is focused on the
effectiveness of social marketing strategies and changing behaviour of service users in fashion
industry. The gap between present and past research can also be reduced so in this manner it can
be identified that how social media marketing strategies can influence the consumers purchasing
decisions. The critical discussion has been done in the current dissertation so that in depth
understanding can be increased about the field of study.
2.2 Social media marketing strategies
Marketing is the combination of some activities that are performed by an organization so
that goods can be exchanged between seller and buyer. By adopting these kind of approaches, an
enterprise will be able to enhance their brand image at the marketplace as compare to other
rivals. According to the views ofKim and Ko (2012) there are two types of marketing (direct and
indirect) which are performed by companies so that they will be able to attain their targets.
Direct is more effective strategy as through this an entity can directly reach to their target
audience. On the basis of these, fashion industry can promote their services into the market in
order to grab the attention of people from all over the world. Ashley and Tuten (2015) says that
social media is tool which play a more significant role in today’s modern era. On the basis of
these, companies will be able to communicate with their customers directly so that they can
identify their needs and demands. When the firm post any advertisements and blogs on sites then
through these people get to know about benefits and features of different services.
As per the views of Scott (2015) there are some methods of social media which are used by
an enterprise in order to communicate with their consumers. Some of these are like social
networking, websites, multimedia sites, user-sponsored blogs, podcast and so on. There are some
networking sites such as Facebook, Twitter, YouTube, LinkedIn, Yahoo etc. If the firm post any
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advertisement on such sites, then customers will be easily knowing about the products. On the
contrary, it has been stated by Hays, Page and Buhalis (2013) that there are some traditional
media such as television, radio, magazine, tax press and so on. In the early time, industries were
using these in order to communicate with their end users. But due to some limitations of these,
companies started using modern social media marketing so that specified goals can be achieved
more effectively. Along with this, more information is available on internet so it becomes easy
for service users to search for the goods as per their choice and in flexible prices.
According to the Castronovo and Huang, (2012) now a day’s people spent lot of time on
internet in order to access the products before purchasing. So, through this online purchasing can
be increased at global level and this may help the firm in achieving the success at marketplace. It
has been analysed that social media marketing is a kind of strategy which is used by organization
in order to build relations with the public. Through this, they will be able to improve their brand
image and fulfil all the requirements of people. Solomon (2014) says that social media is a kind
of platform where different individuals can share information in the form of images, videos and
talk with others. When two-way communication is get established then through this the gap can
be reduced and the perceptions that people have regarding to the products of particular industry
are get changed.
2.3 Effectiveness of social media marketing activities
Sashi (2012) stated that companies will be able to get some benefits after implementing the
social media marketing activities at their workplace. The main benefit which is gained by firm is
the reduction in cost as through this fashion industry can promote their products online. They can
reach to their customers without investing money so in this way they will be able to generate
higher profits. The information regarding to the services can be reached to large population in
less time. Apart from this, there are various limitations that are associated with the social
networking strategies and this may also affect the consumer’s perceptions. It will take some time
and efforts to implement such kind of activities at the workplace. If service users post their
negative experience on company’s website, then this may affect their brand image directly.
Along with this, if somebody share confidential information of firm on such sites then they will
not be able to achieve competitiveness as other competitors will get to know about their
strategies. So, in this way these can affect their performance in negative manner.
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Figure 1: Million Users On Social Networking Sites, 2017
On the basis of graph which is plotted in between consumers and social networking sites, it
can be analysed that there are many people who are using these sites as their communication
tool. So, as per the view point of Papasolomou and Melanthiou (2012) now it become easy for
different industries as they will be able to establish a two-way communication with their clients.
When this get implemented then marketing manager will be able to promote their products and
they can grab the attention of many people. For this an enterprise can post a blog, images and
videos on these sites so that brand awareness can be increased at marketplace. Apart from this, it
has been stated by Tiago and Veríssimo (2014) that social media are more effective strategies as
compare to other traditional approaches as through this they will be able to reach mass audience.
So, this play a very vital role for the success of firm.
2.4 Consumers buying decisions
According to the views of Solomon (2014) consumers buying decision is a kind of process
which is used by an individual in order to perform some transactions so that they can fulfil their
preferences. In this, people find out many alternatives and they select one which is more suitable
for their wants. There are many more researchers who argued that buying behaviour of
customers is get affected due to cultural, social and individual factors. Social groups are related
to the friends, family, co-workers. All these can directly and indirectly affect the decisions at the
time of purchasing the goods. Along with this, an individual also refer to some experts for advice
in order to make effective purchase so that their satisfaction level can be increased. Apart from
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these, it has been confronted by Solomon, Russell-Bennett and Previte (2012) that decisions
regarding to purchase are also get changed due to some personal characteristics such as age,
gender, life style and so on.
Prajapati, Girdharbhai and Thakor (2012) says that social networking sites are the platform
that play a vital role in order to attract brand loyal consumers and gain the attention of those who
are interested into the particular services. So, on the basis of these an enterprise will be able to
know about the personal traits of people. In this way, they will be able to identify the buying
behaviour of people. Apart from these, culture is the main factor which may affect the choices of
different service users. So, for this marketing manager has to identify the characteristics of social
class so that their demands can be evaluated in more significant manner.
As per the viewpoints of Sahney, Ghosh and Shrivastava (2013) the decision process of
consumers is an important part of the buying behaviour. This type of process is also known as
five stage model. The problem awareness, information search, alternatives, purchase and post
purchase behaviour are the main determinant of the model. When an individual want to buy a
product then for this the person search for that product and identify many alternatives. From
alternatives, one option is selected and the person made purchase. After this, marketing manager
will be able to identify the post purchase behaviour of consumers. So, in this manner the overall
process is works. On the other hand, there are many models which explain that how customer’s
perceptions are get changed of an individual in significant manner. Some of these models are like
Marshallian and Freudian model. So, by adopting these the buying behaviour of people can be
identified efficiently.
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Figure 2: Consumer buying decision process, 2017
2.5 The impact of marketing activities on consumer relationship and their purchasing decisions
Marketing is the core concept of organization which help them in reducing the
communication gap between customers and employers. The overall productivity and profitability
is depending upon such functional area. Rajput, Kesharwani and Khanna, (2012) stated that an
enterprise has to maintain their relationship with their consumers so that they will be able get
more innovative and quality services. After performing such kind of programs they can increase
the satisfaction level among the people and due to this their buying behaviour is get affected in
positive manner. On the contrary, it has been stated by Holland and Mandry (2013) that when an
enterprise performs promotional campaign and other activities then they directly communicate
with their service users. At that time, company will be able to identify the needs and demands of
people and offer them service as per their choice. So, in this manner relationship can be
maintained with individuals.
As per the views of Bashar, Ahmad and Wasiq (2013) when an enterprise adopts
marketing strategies then they promote their services at the marketplace. On the basis of such
kind of campaign which are conducted online, all consumers will be able to know about the
features and other benefits of particular services. Through this, the brand awareness can be
increased in the market which help them in improving the image at global as well as domestic
level. Apart from these, it is the responsibility of an enterprise to target the right audience for
right kind of products. If Burberry Plc will not have focused on right people, then they will be
able to gain the attention of people and in this way objectives will not be accomplished.
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Ekeng and et. al., (2012) stated that if effectively all marketing activities will get
implemented by an enterprise then through this they can manipulate the choices of people. On
the basis of some campaigns, promotional activities, advertisements, the awareness among all
people can be increased regarding to their products and services. So, in this way their choices are
get affected in positive way which is more beneficial for organizations. On the other hand, if
fashion industries will not be able to implement such kind of strategies effectively then they
cannot achieve success in the market. So, this may affect the choices of people badly and they
will not prefer to purchase services of such enterprises.
2.6 Threats which are associated with the social media marketing
As per the opinion of Sashi (2012) when an enterprise implements social media practices at
marketplace then they faced some challenges. Sometimes, due to these issues the firm will not be
able to improve their brand image and customers will not get attracted. This is an effective
approach as through this companies will be able to maintain their relations with their customers.
Along with the strengths, there some threats of using such kind of technology which can affect
the performance of Burberry Plc. Some of these challenges are like lack of knowledge in
consumers, lack of control over messages that are exchanged in between people, negative
publicity, time. An entity has to focused on these and implement some strategies so that overall
issues can be overcome.
Hays, Page and Buhalis (2013) stated that if clients don’t know about social networking
sites and their benefits then they will be able to know about services of different industries. So,
Burberry Plc will not be able to approach such consumers and this may act like a threat for firm.
On the other hand, some consumers are there who post their experience on these sites either it is
negative or positive. If they will post there dis-satisfactory experience, then this may affect the
purchasing behaviour of other people. This can highly influence the relationship between service
users and company. It will take some time to implement such kind of activities at the workplace
so it is time consuming. Along with this, there are some employees who are not aware about
these so industry has to conduct training and development programs so that their skills can be
improved in more effective manner. Apart from this, it can be analysed that an organization has
to focus on such issues so that they can grab opportunities and remove all threats.
It has been analysed byAshley and Tuten (2015) that if firm have lack of knowledge in
such kind of social media innovation then this will act like a threat for them. So, manager has to
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use some advanced technological system so that they can improve their brand image at the
marketplace as compare to other rivals.
2.7 Literature gap
The in depth analysis is carried out in above literature review which state that how social
media marketing can affect the buying decisions of customers. So, on the basis of various
secondary sources it can be identified that there are some factors which can affect the buying
behaviour of people in both negative as well as positive manner. In the previous literature it can
be analysed that how social networking sites are beneficial for an enterprise and its impact on
company’s brand image. But, in the present project its impact it identified on consumers buying
decisions. In this way, gap between past and present studies is get reduced so this is beneficial
for researcher as he will be able to conduct the research in more significant manner.
2.8 Conclusion
From the above analysis which is carried out in literature review, it can be summarized that
marketing department play a vital role in generating higher revenues and profitability. A lot of
information is collected through various sources such as journals, internet, books etc. There are
many social networking sites such as Twitter, Facebook, Youtube, Yahoo and so on. If an
enterprise will post some blogs and images on these sites, then they can gain the attention of
people which is more beneficial for firm. Along with this, consumer’s behaviour can also be
identified through an effective process. By implementing the marketing activities at work place
the brand image of Burberry Plc can be improved. So, in this manner it can be evaluated that
social media activities can help the organization in attracting the attention of people.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is a type of philosophical framework which is used by researcher in
order to attain the desired outcomes. Some techniques and tools are used under this so that
overall project can be completed in more effective way (Mackey and Gass, 2015). Along with
this, an appropriate justification is also given of these approaches and philosophies that how
these are significant for the current research. Some of the areas are covered in this section of
dissertation and these are like design, approach, philosophy, data collection methods, sampling
techniques, data analysis, ethical consideration, validity and reliability. It is the responsibility of
researcher that he has to use methodologies so that specific objectives and goals can be achieved.
These all methodologies are applied by researcher in the current dissertation so that it can be
analysed that how social media marketing can affect the decision of people at the time of
purchasing.
3.2 Research design
The design is a kind of blueprint which is made by researcher so that overall study can be
completed in desired manner. On the basis of plan, the data has been collected and analysed by
using some different kind of research design (Vaioleti, 2016). There are various research design
techniques such as exploratory, casual, case study, descriptive, experimental and so on. In the
current field of study, effectiveness of social media marketing is identified on the buying
behaviour of customers.
By adopting the descriptive research design, in-depth analysis can be carried out in the
particular field of study. Here, on the basis of past literature different ways can be identified
through which consumer’s attention can be gathered in more effective manner so that success
can be achieved (Flick, 2015). On the other hand, other research design tools are not appropriate
for the current study as through exploratory only their effectiveness can be evaluated. Through
cause and effect, the relationship can be established between different variables which is not
appropriate for present dissertation.
3.3 Research approach
An approach can help the researcher in reaching to the outcomes which are received from
the study without getting deviated. On the basis of this, an appropriate conclusion can be drawn
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in an effective way so that effectiveness of social media can be achieved. Inductive and
deductive are two types of approaches which can be used in the different projects (Smith, 2015).
In deductive approach, hypothesis has been created on the basis of aim and objectives. Through
this, the effective result can be gained by testing the research questions. On the other hand, in
inductive approach researcher collect the information from different people by conducting the
survey at marketplace (Snyder, 2012). In this, no hypothesis is created but assumptions are made
so that overall research can be conducted in more efficient way.
Here in the current project, inductive research approach has been followed by researcher so
that overall goals and outcome can be achieved. Through this, it can be identified that how social
media can affect the consumers buying behaviour. Furthermore, the relationship can also be
established between social media marketing strategies and customer’s choices.
3.4 Research philosophy
Research philosophy is more vital part of dissertation as in this researcher can collect the
information in more appropriate manner. In this, a base and background can be created of study
so that effective strategies can be applied (Roberts, 2013). Positivism and interprevitism are two
types of philosophies which can be used by researcher so that relevant result can be achieved.
Positivism is more structured approach in this data can be gathered from various statistical tools
and techniques. Along with this, hypothesis can be tested through number of mathematical
models. On the other hand, in interpretivism the human perceptions can identified via some
surveys and investigations.
In the present study, interpretivism philosophy has been used by researcher so that overall
effectiveness of social media marketing can be identified and their impact on consumer’s choices
can be evaluated. So, in this way the framed research aim and objectives can be attained
effectively.
3.5 Data collection methods
Data collection is a systematic approach in which researcher can gather information related
to the field of study. Along with this, they will be able to make effective decisions by collecting
the data from authentic sources (Pierre, 2012). In this way, the overall validity and reliability can
be achieved so appropriate outcome can be achieved. Here, in the current dissertation the
relevant data is collected through both primary and secondary sources. Through this, the
specified objectives can be achieved and questions can be resolved in an efficient way.
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Primary sources are related to the surveys which are conducted by researcher in order to
get the authenticate data. Some surveys are like questionnaire, interview, observation, focus
group and so on (Wahyuni, 2012). Here, in the current project different opinion of respondents
are gathered via questionnaire where both open and close ended questions are asked to the
people. Apart from this, secondary sources are related to internet, journals, research papers,
books, articles and so on. By performing this kind of activity, the purpose can be fulfilled of
research and it can be evaluated that how consumers buying behaviour is get affected due to the
social media marketing strategies.
3.6 Sampling techniques
Sampling is a technique which is used by researcher in order to select a sample size from
entire population. It is difficult to conduct a survey on large number of people so this approach
plays a significant role as through this reliable outcome can be achieved (Mackenzie and et. al.,
2012). There are two types of sampling one is probabilistic and another one is non-probabilistic.
Here, in the present dissertation a simple random sampling has been used by researcher so
that views of respondents can be identified. The sample size which is selected for this survey is
40 and different views of customers can be evaluated. If survey will be conducted effectively
then validity and reliability can be achieved in more appropriate manner. The researcher asked
questions to selected sample size so it can be evaluated that how their buying behaviour is get
affected due to social media marketing strategies (Wildemuth, 2016). Furthermore, the overall
research is gets completed in unbiased manner so that an effective conclusion can be drawn. So,
in this manner overall research questions can be resolved in more appropriately.
3.7 Data analysis
When survey is gets completed then after this data has been analysed which is collected
through various respondents. There are two approaches such as qualitative and quantitative
which are used in order to analyse the data more effectively (Converse, 2012). In qualitative
approach, some surveys like questionnaire, interview, focus group, observation are conducted at
the marketplace. In questionnaire, some set of questions are asked to the people and their views
are identified. In interview, the face to face interaction has been established where interviewer
asked some questions to people. On the other hand, in observation kind of survey researcher
analyse the activities and make decisions accordingly.
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In another data analysis technique such as quantitative, the critical analysis, interpretations
of numbers can be analysed by using some mathematical tools. Here, in the present research
qualitative technique has been used by researcher so that effective result can be gained. In this,
thematic evaluation technique is used where different themes are made with the graphs. Along
with this, different patterns are identified on the basis of opinions that people have regarding to
the social media marketing strategies (Creswell and Poth, 2017). So, in this way an appropriate
outcome can be achieved.
The qualitative approach is used by researcher because this is more suitable for the current
topic of dissertation. Companies brand image is based on the perceptions that people have
regarding to their services. By conducting the survey at marketplace, it become easy for
researcher to identify the views of people. So, this is more appropriate for current research.
3.8 Ethical considerations
When researcher conducts a research then they should have to focus on all the ethical
aspects. By focusing on these factors overall study can be conducted in right direction and
through this they can also achieve specified goals. There are number of aspects which are
considered while conducting the research. The confidentiality should be maintained while
implementing the research in market area. The information should be shared among people who
are associated with current field of study. Along with this, the researcher should not share
personal information of different respondents without their permission. The data which is
gathered from different people should be secured at the safe place so that unique information can
be presented to the company. Also, no one is forced to provide their personal data so in this way
overall research has been completed in smooth manner. Furthermore, the collected data is used
for the purpose of current study so that research objectives can be accomplished.
3.9 Validity and reliability
These are some other elements which also play their vital role in drawing an effective
conclusion by conducting the overall research in an effective manner. The information is
collected through some surveys and other sources like books, journals, internet, research papers.
Overall data is gathered via some authenticate sources so in this way the validity of study can be
achieved in more appropriate manner. If result of particular project is gained same in every
situation, then in this way their reliability can be ensured. If these are get attained, then the result
can also be used for future purpose in order to attaining the targets.
16

3.10 Research limitations
While conducting the study, researcher faced some limitations which are related to the
time, cost and resources. Limited resources are available on the topic which is selected in the
current dissertation. So, it will take lots of time in order to conduct the research in more effective
manner.
17

CHAPTER 4- DATA ANALYSIS
4.1 Introduction
Data analysis is a vital section of dissertation where in-depth analysis has been carried out
and overall understanding of the topic can be increased. By using some evaluation techniques an
appropriate outcome can be drawn effectively. Through this, researcher will be able to conduct
the research in more effective manner so that objectives can be accomplished. Here, thematic
analysis has been adopted in which themes and graphs are formed so that it can be determined
that how social media marketing affect the consumers buying decisions. On the basis of themes,
researcher will be able to support the research work effectively. This section can draw a valid or
more reliable conclusion so that project can be conducted in more successful way which can also
help in getting the authenticate information. So, in this way overall interpretation can be
performed on the basis of data that is gathered from different respondents in survey.
In the current project, effectiveness of social media marketing can be evaluated so that it
can be identified that how this may affect the buying decisions of people. The present research is
based on Burberry Plc which is a fashion industry and perform its operations in London. The
data can be gathered from a questionnaire which is distributed among a specified sample size.
The sample size which is selected by researcher is 40 and survey has been performed on them so
valid result can be gathered. So, on the basis of research topic and other techniques the specified
and objectives can be attained in an efficient manner.
4.2 Thematic analysis
The information has been analysed on the basis of qualitative research in which data can be
collected from primary sources. In primary, different surveys are conducted at the marketplace
and on the basis of that themes are made. After this, graphical presentation has been performed
of the same themes so that research can be conducted effectively. Thematic analysis is an
appropriate approach for the current dissertation. As by getting the human perceptions overall
impact of social media marketing on the customer’s decision making can be identified.
Theme 1: Customers uses social networking sites.
In this era, social media is a platform through which different people can communicate
with each other. There are many people who share their views via images, videos etc. So,
companies also use this platform in order to communicate with their service users. After
18

conducting the survey, information is plotted in the form of graph so this become easy for
researcher to interpret the data.
Do you use internet? Frequency
Yes 28
No 12
Findings: On the basis of above graphical representation, it can be evaluated that there
are approx. 70% people are using social media networking sites. But the other, 30% respondents
are not using these sites such as Facebook, Twitter, YouTube and so on. Through this kind of
statement, it can be interpreted that company should target for their online service to those who
are using such media. As there are some people who are not aware about latest technological
advancements so this may affect their performance.
Theme 2: Customers spent 2-3 hours on such social networking sites.
Social media is the one through which communication barriers are get reduces between
different individuals. There are many people who spend lot of time on internet for their own
purpose or entertainment. As through this, they will be able to know about different services of
company and current trends in the market.
How many hours do you spend on social networking media? Frequency
1-2 Hours 8
2-3 Hours 16
19

3-4 Hours 10
More than 4 hours 6
Findings: From above mentioned graph, it can be analyzed that there are many people
who spent time on social networking sites as per their requirements. There are approx. 20%
respondents who says that they spent 1-2 hours on internet, 40% says that they spent 2-3 hours
on such networking sites, 25% consumers agreed that they use social sites 3-4 hours in a day and
15% people are there who use networking media more than 4 hours. So, in this way it can be
interpreted that there are many users who spent 2-3 hours so it is beneficial for Burberry plc that
they can reach to their target audience. The fashion industry can post some blogs and
advertisements on such media so that they can gain the attention of many end users.
Theme 3: Consumers uses internet for some reasons like online shopping and research.
Each and every individual uses internet for their own reasons. There are some people
who wants to increase their knowledge and perform some activities so that they fulfil their
requirements. Along with this, if Burberry plc offer their services to their users via online
medium then they should know about the requirements of people. According to that products
should be offered. When researcher asked this question to respondents then they all give their
different reasons. On the basis of that, graph has been prepared.
What are the reasons that you use internet? Frequency
20

Email 8
Research 12
Online shopping 14
Internet banking 4
Others 2
Findings: The above graph indicate that people spend their time on internet as per their
own reason. There are approx. 20% people who says that they use internet for the purpose of
communication via sending the email to each other. Along with this, there are 30% respondents
who says that they search more on internet in order to enhance their knowledge. Apart from this,
35% customers use such sites for online shopping, 10% uses for internet banking and other 5%
stated some other reasons. So, in this way it can be analysed that majority of sample uses such
media for the purpose of research and online shopping.
Theme 4: Consumers uses Facebook and YouTube social networking sites.
There are many social networking sites such as Facebook, Twitter, YouTube, Yahoo,
LinkedIn etc. On the basis of these, communication gap between different people can be
reduced. Now a days, organizations uses these networking sites in order to establish the two way
communication. Through this, customer relationship can be improved effectively so in this
manner Burberry plc will be able to achieve success at the marketplace.
21

Which of the social media networking sites do you use more? Frequency
Facebook 12
Twitter 7
YouTube 12
Yahoo 6
Others 3
Findings: The above graphical representation, indicated that there are many people uses
different sites as per their interest. As per the research it has been analysed that there are approx.
30% respondents uses Facebook, 18% service users use Twitter, 30% customers use YouTube,
15% uses Yahoo and 7% people uses other sites such as LinkedIn etc. So, in this way it can be
interpreted that people uses Facebook and YouTube. Companies has to perform their operations
accordingly and they have to post some sort of information on these sites so that they can attain
success. By implementing some marketing activities, Burberry plc will be able to improve their
brand image at both global as well as domestic level.
Theme 5: Online competition and press release are the factors that help an individual in
enhancing their learning.
Many factors are there that attract the attention of people towards the social networking
sites. Some of these are like Press release, advertisements, competition and so on. On the basis of
22

these, customers will be able to know about the different products as per their requirements. If
some promotional campaign has been performed by companies, then through this they will be
able to enhance brand awareness and recognition at the marketplace.
What kind of factors are helpful for you to learn about brands by
using social media networking?
Frequency
Interactive games 5
Press releases 10
Online competition 12
T.V. advertisements 8
Others 5
Findings: From the above mentioned graph, it can be analysed that there are approx.
13% respondents who says through some interactive games the learning regarding to the social
media is get increased. Along with this, 25% people are there who says press release is helpful,
30% are agreed that online competition help the customers in enhancing their learning about
different brands. 20% are agreed with TV advertisements and other 12% says there are some
other factors which also help the service users in enhancing the knowledge in more effective
manner. So, in this way it can be interpreted that Online competition is the highly influential
factor which can affect the learning of an individual regarding to the brand.
23

Theme 6: Consumers are strongly agreed that advertisements which are placed on social
networking sites can create a positive image.
There are some advertisements which are placed by companies on social networking sites
so that they will be able to gain the attention of consumers. For this, they have to take care for
the needs and demands of people so that their satisfaction level can be increased at some extent.
It is necessary for organizations to place an effective advertisement on such social sites so that
positive image can be created in the mind of customers. Researcher asked this question to
selected respondents and he get different responses which is plotted in the form of graph.
Do you have positive reaction for the advertisements that are placed
on social networking sites?
Frequency
Strongly agree 12
Agree 7
Agree in some cases 4
Neutral 3
Disagree in some cases 6
Disagree 4
Strongly disagree 4
24

Findings: From the above graphical representation, it can be analysed that people gave
different responses on the same statement. Some stated that advertisements can change the
perception of customers regarding to their services and other thinks that these kind of
advertisements cannot influence their choices. There are approx. 30% respondents who are
strongly agreed, 18% are agree, 10% are agree in some cases, 7% have no reaction over this
statement, 15% are disagree in some cases, 10% are disagree and other 10% are strongly
disagree with this statement that advertisements can create a positive image of firm at the
marketplace. So, in this manner it can be interpreted that reaction of an individual is based on the
type of advertisement which is placed by companies on the social sites.
Theme 7: Brand reputation and availability of services are the factors which are
considered useful for the customers.
Social media networking sites are very useful for the customers as well as business
organization. By performing some promotional campaign, companies will be able to create
awareness at the marketplace. Through this, consumers will be able to know about variety of
products, their prices and availability. So, now it become easy for the users as they can choose
services as per their choices. Burberry plc offer more quality and innovative services to their
service users so through this they will be able to build a strong base of people. When this become
achieved then they can achieve success in an efficient manner.
On the basis of your opinion, which type of information would
you consider useful when you are using social media networking
sites?
Frequency
Brand reputation 13
Variety in cloths 7
Prices of the products 5
Availability of services 10
Others 5
25

Findings: On the basis of above graph, it can be represented that different respondents
have their different opinion regarding to the social media activities. There are approx. 32%
people who thinks brand reputation is useful for both companies and customers when they are
using social networking sites. Along with this, 17% says variety of cloths can be find out, 13%
are agreed that prices of products can be identified, 25% respondents says services may be
available and other 13% people says that other benefits are also there which are attached with
both enterprise and consumers. If the firm implement some marketing activities then through this
brand awareness can be increased. So, in this manner they will be able to grab the attention of
many people.
Theme 8: Time and prior experience are two main factors which can influence an
individual from purchasing the products online.
Social media is more effective tool as through this a communication can be established
between an enterprise and customers. There are many factors which can influence an individual
from purchasing the services online. In modern period, people are so busy as they don’t have
time for any other so through this they can save their time efficiently. If prior experience of
customers is good, then they will again prefer the products from same brand. So, in this way
Burberry plc has to perform their online operations so that overall satisfaction level among
people can be increased.
What factors influence you to purchase products online? Frequency
Website security 6
26

Time saving 12
Prior experience with online shopping 12
Quality of products 10
Findings: On the basis of graph, it can be represented that people have their different
opinion regarding to this statement that what factors affect their buying behaviour of people.
There are approx. 15% respondents who says website security is the factor through which trust
can be built among people and then due to this they will purchase more services from respective
firm. 30% customers say time can be saved from purchasing the products online, 30% are agreed
that prior experience and 25% thinks that quality are the factors which can influence the people.
So, in this way it can be interpreted that time and experience can influence an individual from
buying the services online.
Theme 9: Customers are highly satisfied with the services that are offered by Burberry Plc.
Burberry Plc is one of the fashion luxury house industry which perform its operations in
United Kingdom. If company will offer more innovative and quality products to their service
users, then through this the satisfaction level among people can be increased. Here, regarding to
the satisfaction level of people a survey has been conducted at the marketplace where it is
evaluated that how their satisfaction level can be increased in more effective manner. Here,
graph is prepared on the basis of data which is gathered from different respondents.
Are you satisfied with the products and services of Burberry Plc? Frequency
27

Highly satisfied 16
Satisfied 10
Neither satisfied nor dissatisfied 4
Dissatisfied 6
Highly dissatisfied 4
Findings: From the above mentioned graph, it can be interpreted that different people
have their own opinion regarding to the services of Burberry Plc. There are approx 40%
respondents who are highly satisfied with the products of fashion industry, 25% people are
satisfied, 10% are neither satisfied nor dissatisfied, 15% are dissatisfied and other 10% are highly
dissatisfied with the services that are offered by firm. So, in this way it can be interpreted that 16
out of 40 are strongly refer goods of an enterprise. Through this, the buying behaviour of
consumers can also be evaluated in more effective manner so that success can be achieved.
Theme 10: Customers will recommend products of Burberry Plc to the friends and family.
Business organizations have to make sure that customers should get good experience so
that their overall brand image can be improved. For this, they have to offer good services to their
consumers. Along with this, the fashion industry has to make sure that how a positive experience
28

can be created so that word of mouth publicity can be performed. Researcher conducted survey
on various people that how they will recommend services to different consumers.
On the basis of your experience, would you recommend products
of Burberry plc to your friends and family?
Frequency
Yes 20
No 12
Can’t say 8
Findings: From the above graph it can be analysed that people have their different
opinion and different experiences regarding to the company’s products and services. There are
approx. 50% people who are agreed over this statement they will recommend their services to
their friends and family. Along with this, 30% people are there who are not agreed with this
statement and other 20% neither agreed nor disagreed so they have no points regarding this
statement. So, in this way it can be interpreted that service users are highly satisfied with the
services that are offered by fashion industry.
Theme 11: Consumers recommend strategies to Burberry Plc so that their satisfaction level
can be increased.
Findings: When researcher asked this question to their selected respondents then number
of approaches and strategies are recommending by them. Some said that fashion industry should
provide good offers to their service users with best deal so that their level of satisfaction can be
29

increased. Along with this, some says that company should post their advertisements on
continuous basis. So, in this manner it can be analysed that by following these different
approaches Burberry Plc can sustain their competitive advantage.
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
This is the final section of dissertation where overall research is get summarized into more
valid form. On the basis of different findings and analysis, an effective conclusion can be drawn.
This chapter is considered as highly important for this study as this provides an overview that
how social media can affect the decision making of customers. Along with this, it also focuses on
some sort of recommendations that needs to be followed by company so that they will be able to
achieve competitive advantage.
30

5.1 Conclusion
On the basis of findings that are collected from different resources it can be summarized
that social media marketing practices can influence the consumer buying behaviour. There are
some traditional channels such as newspaper, TV, radio, magazines are not that much adequate
as new modern practices. By adopting some new advanced social media marketing technologies,
companies will be able to reach to their target audience. In order to carried out study, information
related to the topic is collected from both primary and secondary sources. Through this, valid and
authentic data can be gathered so in this way research objectives can be resolved.
Social networking is a platform through which people can communicate with each other and
they also will be able to know about the cultural values of other. As per the view point of many
authors, these sites help the firm in knowing the needs and demands of their consumers. By
implementing such practices, brand image can be improved at the marketplace which can also
increase awareness among the different people. There are various advantages of using Facebook,
Twitter, LinkedIn, YouTube as through this gap can be reduced. In today’s world, mostly
organizations use this platform as their communication medium. An industry posts some images,
videos, blogs on these different sites so that consumers attention can be grabbed and success can
be achieved in an effective manner.
It is very important for business organizations to maintain their relations with the customers
so for this they have to identify their buying behaviour. Consumers buying behaviour is a five
step process which explain their purchasing patterns and their demands. By analysing this, the
higher authority will be able to identify their intentions that they have regarding to the products
and services. Marketing is the core department of business organization that focused on overall
sales and profitability. They have to conduct some promotional campaign and advertisement
practices at the market area so that they can gain attention of their service users.
There are some threats which faced by industries after implementing such social media
marketing practices. These threats can affect the performance of firm and due to which Burberry
Plc will not be able to improve their brand image at domestic as well global level. Some
customers are not happy buying the products online due to risks. If anyone post their bad
experience with the particular firm, then this may degrade their performance and they will not be
able to accomplish their specified objectives.
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An in-depth evaluation has been carried out by researcher for the particular field of study by
collecting the data from both sources primary and secondary. Primary data is collected by
conducting the survey in the form of questionnaire. In this, researcher asked some set of
questions to their respondents so that an authenticate and reliable information can be gathered in
more successful manner. Apart from this, secondary resources are related to different journals,
research papers, books, internet and so on. In this, views of different authors can be gathered
related to the particular field of study. So, in this manner overall research can be conducted in an
efficient way as validity and reliability can be ensured.
Some tools and techniques are used by researcher in the methodology section which are
helpful in carrying out the project. Descriptive design has been followed so that in-depth
evaluation can be performed and understanding regarding to the topic can be increased. Inductive
approach is used in the current project so that theories can be developed on the basis of
observation. In order to identify the human perceptions interpretivism philosophy is used so that
overall dissertation can be completed in an efficient manner. By applying all these methods to
current field of study, it can be analysed that social media marketing practices can affect the
buying decisions of an individual. For this, thematic analysis has been used in which themes are
made with some graphs. The views of different respondents are gathered in an appropriate form
and on the basis their opinion graphs are made.
It can also be summarized that marketing is the core concept of organization and there are
many different media through which they can communicate with their service users. Modern
media systems are more advantageous than other traditional systems. Through this, Burberry Plc
will be able to establish two-way communication with their customers and in this way their
satisfaction level can also be increased. Along with this, the fashion industry has to take care for
the requirement of people and offer them services as per their changing expectations.
The overall dissertation can be concluded in an effective manner that marketing practices can
help the firm in achieving their specified goals with the improved brand image. The industry has
to post their advertisements and blogs on such sites so that positive image can be created in the
mind of people and they can purchase the services as per their choice. These kind of practices are
beneficial for both an enterprise and customers. As end users will be able to get goods as per
their taste, preferences and Burberry Plc can accomplish their all specified targets. People
purchase products by looking variety in options flexibility in prices. When they will get more
32

quality goods with flexible prices then their internal satisfaction level can be increased in more
effective manner. So, by carried out overall analysis it can be interpreted that social media can
affect the choices of people.
5.2 Recommendations
The analysis which is carried out in overall project indicates that social media marketing is
more effective as compare to other traditional approaches. On social media, company can
perform its promotional strategies which help them in improving their image at both domestic as
well as international level. Burberry Plc faces many challenges while implementing such kind of
strategies at their workplace and due to some threats the consumers buying behaviour is get
affected. There are some recommendations that needs to be followed by fashion industry of
Britain so that they will be able to achieve competitiveness at the marketplace as compare to
other rivals. When these approaches are adopted by company then they will be able to make their
unique image so in this manner high customer satisfaction can be achieved. Some of these
recommendations are like:
 Appropriate planning should be followed for social media marketing strategy: An
enterprise has to make plan for implementing the social media marketing strategy at their
workplace. For this, first they have to identify their target audience and attract them by
offering some rewards. After this, a marketing campaign should be developed so that
social programs can be launched so that brand awareness and brand image can be
improved. Along with this, campaign should be customer oriented so that their
relationship between people and firm can be improved. So, this will be beneficial
enterprise and their goals can be achieved.
 Identify more appropriate platform to launch marketing activities: Burberry Plc has to
identify different social media platform such as Facebook, Twitter, Yahoo and so on. The
fashion industry has to choose one appropriate media for their marketing activities and
other promotional practices. Along with this, they have to conduct online survey that how
consumers perceive their products and services. By increasing the number of likes on
social pages, firm will be able to build a strong base of consumers.
 Online engagement programs: Some online programs should be conducted at the
marketplace so that all customers are get attracted and their engagement level can be
improved at some extent. When these are get implemented then overall relations between
33

people and firm can be improved so in this way their sales can be increased in more
effective manner.
REFLECTIVE STATEMENT
I am glad to conduct the research on this topic as through this my knowledge regarding to
social media marketing and consumers buying behaviour is get increased. The current project
also gave a valuable insight of the social media marketing and how they can influence the
choices of people. Along with this, I have learned that how these strategies help the firm in
creating brand awareness and building the customer base. There are some advertisements which
are placed by company on these sites so that they can grab the attention of people. Furthermore, I
34

have learnt that how in-depth analysis can be carried out on a particular project. This will be
helpful for my future research as it become easy for me to search any information regarding to
the topic.
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APPENDIX
Questionnaire
Name: __________________
Age: __________________
Gender: _________________
Q1. Do you use internet?
 Yes
 No
Q2. How many hours do you spend on social networking media?
38

 1-2 Hours
 2-3 Hours
 3-4 Hours
 More than 4 hours
Q3. What are the reasons that you use internet?
 Email
 Research
 Online shopping
 Internet banking
 Others
Q4. Which of the social media networking sites do you use more?
 Facebook
 Twitter
 YouTube
 Yahoo
 Others
Q5. What kind of factors are helpful for you to learn about brands by using social media
networking?
 Interactive games
 Press releases
 Online competition
 T.V. advertisements
 Others
Q6. Do you have positive reaction for the advertisements that are placed on social networking
sites?
 Strongly agree
 Agree
 Agree in some cases
 Neutral
 Disagree in some cases
 Disagree
 Strongly disagree
Q7. On the basis of your opinion, which type of information would you consider useful when
you are using social media networking sites?
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 Brand reputation
 Variety in cloths
 Prices of the products
 Availability of services
 Others
Q8. What factors influence you to purchase products online?
 Website security
 Time saving
 Prior experience with online shopping
 Quality of products
Q9. Are you satisfied with the products and services of Burberry Plc?
 Highly satisfied
 Satisfied
 Neither satisfied nor dissatisfied
 Dissatisfied
 Highly dissatisfied
Q10. On the basis of your experience, would you recommend products of Burberry plc to your
friends and family?
 Yes
 No
 Can’t say
Q11. Recommend some of the strategies to fashion industry so that your satisfaction level can be
increased towards the services?
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