Impact of Social Media and Digital Marketing on Customer Buying Behavior

Project
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Contents
Research title: To analyse the impact of social media and digital marketing strategies on the
buying behaviour of customers”......................................................................................................3
Background to research topic.................................................................................................3
Background to research organisation.....................................................................................3
Research rationale..................................................................................................................4
Research questions...........................................................................................................................4
Research aims and objectives:.........................................................................................................4
Research Methodology....................................................................................................................4
Time scale:.......................................................................................................................................7
Resources:........................................................................................................................................8
REFERENCES..............................................................................................................................10
Appendix 1:....................................................................................................................................11
Research Ethics approval form......................................................................................................11
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Research title: To analyse the impact of social media and digital marketing
strategies on the buying behaviour of customers”.
Background to research topic
Social media has complete changes the marketing and promotional functioning of many
organisations across world. There has been comeoplet transformation in which social media has
affected the way organisations are presently functioning. There are different social media
marketing strategies that has been used by organisations and in turn it has affected the present
customer buying behaviour. With respect to the retail sector this aspects is posing an impact on
the way retail industry is observing high amount of transformation towards using such social
media platforms to promote their products and services as per the type of market segment they
are targeting. There has been development of many social media applications that are presently
used by many retail sector brands (Jones and Dye, 2017). With the covid 19 pandemic also there
is more focus on use of various online available platforms to enhance the brad image and
awareness among the target segment of customers.
Present research topic is based on such analysis based on evaluating the various benefits of social
media marketing in retail sector, analysing its overall impact of social media marketing on
buying behaviour of customers in Marks and Spencer and further there is analysis of the different
issues that are faced by Marks and Spencer by using various social media applications for the
purpose of marketing
Background to research organisation
Marks and Spencer plc is a British multinational retail brand having its headquarters in
London. This brand specialises in selling home products, food products and other clothing
products as their own label, they are listed on London stock exchange and are also a constituent
of FTSE 250 index. It was founded in year 1884 by Michael marks and Thomas Spencer in
Leeds (Hanington and Martin, 2019). They are having approx 959 stores across UK in which 615
are only dealing in selling of food products through television advertising, assets the exclusive
nature and luxury food beverages. They are also offering online food delivery with their joint
venture with Ocado.
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Research rationale
The changing nature of external environment has a continuous impact on the internal
functioning of organisations. Present research report will be of great help in analysing such
issues that are affecting the marketing strategies of retail sector brands (Kannan, 2017). It is
going to assist in future basis of research that will be done in the area of impact of social media
and digital marketing strategies on the buying behaviour of customer. Apart from this it is also of
great assistance in development of communication. Development of researching skills and time
management skills for future professional as well as academic development of researcher (Daly,
2019). The skill development process is very important for the future research work the present
research report is going to assist in the individual and skill development process for the purpose
of smooth completion of future assigned specific work.
Research questions
Questions:
1. What is various benefit of social media marketing in retail sector?
2. What is the overall impact of social media marketing on buying behaviour of customers in
Marks and Spencer?
3. What are the different issues faced by Marks and Spencer by using various social media
applications for the purpose of marketing?
Research aims and objectives:
Aim: “To analyse the impact of social media and digital marketing strategies on the buying
behaviour of customers”. A study on Mark and Spencer.
Objectives:
1. To analyse the benefit of social media marketing in retail sector
2. To analyse the impact of social media marketing on buying behaviour of customers in
Marks and Spencer
3. To determine different issues faced by Marks and Spencer by using various social media
applications for the purpose of marketing.
Research Methodology
Research methodology is referred as systematic analysis and investigation into the research
subject for discovering rationale and experimental principles, applications, theories, facts and
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