Social Media Marketing on Consumer Shopping Decisions in Fashion Industry- A Case Study on Burberry Plc
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Added on 2020-06-04
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4 CHAPTER -1 INTRODUCTION1 1.1 Title1 1.2 Overview of the research problem 1 1.3 Rationale of the study2 1.4 Potential contribution of the study 3 1.5 Research aims and objectives 3 1.6 Research questions 4Structure 1.7 of the dissertation 4 CHAPTER 2- LITERATURE REVIEW 6 2.1 Introduction 6 2.2 Social media marketing strategies6 2.3 Effectiveness of social media marketing activities7 2.4 Consumers buying decisions 8 2.5 The impact of marketing activities on consumer relationship and their purchasing decisions10 2.6 Threats which are associated with the
Social Media Marketing on Consumer Shopping Decisions in Fashion Industry- A Case Study on Burberry Plc
Added on 2020-06-04
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DISSERTATION(To investigate the effectiveness of social mediamarketing on consumer buying decisions in FashionIndustry- A case study on Burberry Plc)
ACKNOWLEDGMENTI would like to thank to my mentor who provided me direction in completing the research. Iwould also like to convey my thanks to colleagues and other team members who havecoordinated with me while collecting data and analysing the same on the basis of theresearch aim and objectives.
ABSTRACTMarketing is the combination of activities that has been performed by business organizationso that they can improve their sales and profitability level. Social media is a technologicalplatform 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 thecommunication. Along with this, some promotional or advertisement campaign should beestablished so that success can be achieved. The present dissertation is based on Burberry Plcwhich perform its operations in fashion industry. They are implementing social media marketingactivities so that they can improve their performance. Here, in the present project some tools andtechniques are used by researcher so that overall research can be completed in more effectivemanner.
Table of ContentsTable of Contents.............................................................................................................................4CHAPTER -1 INTRODUCTION....................................................................................................11.1 Title........................................................................................................................................11.2 Overview of the research problem.........................................................................................11.3 Rationale of the study............................................................................................................21.4 Potential contribution of the study.........................................................................................31.5 Research aims and objectives................................................................................................31.6 Research questions.................................................................................................................41.7Structure of the dissertation....................................................................................................4CHAPTER 2- LITERATURE REVIEW.........................................................................................62.1 Introduction............................................................................................................................62.2 Social media marketing strategies.........................................................................................62.3 Effectiveness of social media marketing activities................................................................72.4 Consumers buying decisions.................................................................................................82.5 The impact of marketing activities on consumer relationship and their purchasingdecisions....................................................................................................................................102.6 Threats which are associated with the social media marketing...........................................112.7 Literature gap.......................................................................................................................122.8 Conclusion...........................................................................................................................12CHAPTER 3: RESEARCH METHODOLOGY...........................................................................133.1 Introduction..........................................................................................................................133.2 Research design...................................................................................................................133.3 Research approach...............................................................................................................133.4 Research philosophy............................................................................................................143.5 Data collection methods......................................................................................................143.6 Sampling techniques............................................................................................................153.7 Data analysis........................................................................................................................153.8 Ethical considerations..........................................................................................................163.9 Validity and reliability.........................................................................................................163.10 Research limitations...........................................................................................................17
CHAPTER 4- DATA ANALYSIS................................................................................................184.1 Introduction..........................................................................................................................184.2 Thematic analysis................................................................................................................18CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................315.1 Conclusion...........................................................................................................................315.2 Recommendations................................................................................................................33REFLECTIVE STATEMENT.......................................................................................................35REFERENCES..............................................................................................................................36APPENDIX....................................................................................................................................39
CHAPTER -1 INTRODUCTION1.1 Title“To investigate the effectiveness of social media marketing on consumer buying decisionsin Fashion Industry, A case study on Burberry Plc”1.2 Overview of the research problemWith the advancement of Information and Communication Technologies (ICT), thebusiness world has encountered a new phenomenon in the cyber world called social mediacommunication. Emergence of web 2.0 technologies is considered as the major advancement inthe history of commerce that came along with the social media networking channel. Suchrevolutionized development had fostered the online communication; facilitate interaction,content and video sharing and cooperation (Chitra and Sasikala, 2016). It had broughtsignificant changes in the traditional marketing channels, mediums and approaches that wereused by the marketers earlier. It shifted the power from the firms to the consumers because socialmedia democracy allowed all the users to keep in touch and contact each other via informationexchange regarding different products and services (Kaur, 2016). It encouraged marketerschanging their traditionally applied marketing and promotional strategies through the use ofsocial media sites and thereby matches new needs of consumers through regular onlinecommunication. It had significantly changed the buying behaviour of users through social mediaadvertisement and word of mouth publicity as well. It has totally changed the relationshipbetween companies and stakeholders. Social-Media marketing (SMM) is totally different fromthe traditional marketing because advertisement is the one side communication channel, inwhich, marketers just provide necessary information regarding their offerings such as quality,price, discount offers, availability, color, size and others, consumers have no option tocommunicate with the firm whereas under SMM, both user and company can communicate witheach 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 likeFacebook, sites for sharing videos like YouTube, micro-blogs like Twitter & others. Due to thestronger connectivity, social media gains a high popularity in the world and enable firms topopularize their commercial brand in the global market. Referring United Kingdom (UK), inJanuary 2017, the total active social media users were reported to 42milion (64% of population)1
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 alsoused by the companies as an advertisement tool for promoting their product portfolio. People usesocial media sites for varied purposes such as for obtaining and transferring information so as tomake excellent purchasing decisions. SMM plays a great role in the marketing functions offashion industry wherein companies use different social media sites under its promotionalcampaign, so that, they can access majority of consumers (Gainous and et.al., 2016). BurberryPlc 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 departmentalstores, franchisee, fashion outlets and online platform. In order to survive in the toughcompetitive era, its marketing strategies have been turned towards use of social media rather thantraditional methods like print media, paper advertisement and others. It uses SMM to identifybuying intentions along with the stimuli and identify the impact of social-media marketing onsuch factors so as to favorably influence the users and change his buying intentions into actualpurchase. Pictures of designer and fashionable clothing items, attractive advertisement, consumerfeedbacks and post-buying experiences of the users enable potential buyers to make rightpurchasing 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 effectivelysocial media marketing enable Burberry to influence the buying intentions of the consumers. Theresearch highlights the effectiveness of SMM on the users purchasing behavior to assess thathow social media sites encourage & motivate people buying preferences and choices to match uptheir own needs and desires. 1.3 Rationale of the study In the era of e-commerce, luxury fashion houses actively use social-media sites topromote their goods offering all over the world and to millennial consumers. Numerous researchstudies have been conducted by the scholars to investigate the effectiveness of social media siteson 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 Burberryfashion house. Thus, by this way, the research mitigates such gap by examining that how wellsocial media can be used as an effective promotional tool by Burberry Plc to gain brand2
popularity all over the world. Rising popularity of social sites encourage scholars to investigatethe issue through an in-depth research. The study will examine both the favorable and negativeimpact of its use on the Burberry’s performance. The research also addresses the key challengesfaced by companies in social-media marketing like security and others. Thus, conducting suchinvestigation will enable investigator to create an excellent marketing plan integrating socialnetworking sites to maintain strong relationship with the customers and attract more and moreusers 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 theirpromotional offerings to gain crowded audience. Burberry’s social media marketing focuses ongaining actively the attention of users towards its designer, unique and fashionable goods andother items so as to achieve success. Thus, the current research will be extremely significant forthe marketers of fashion houses to examine the usefulness of social media marketing in theirpromotional success. Moreover, they can make decisions to effectively promote their goods andservices offerings through social networking channels and overcome the possible challenges thatmight 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 toaccomplish high level of success through online promotion. Further, the current research studywill serve as a secondary source for the upcoming scholars and will provide a conceptual base totheir study in concerned field. 1.5 Research aims and objectives Aim: To investigate the effectiveness of social media marketing on consumer buyingdecisions 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 consumerrelationship, buying intention & their purchase decisions To investigate possible threats faced by fashion house marketers in their social-mediamarketing practices 3
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