Impact of Social Media Marketing on Buying Behaviour of Customers

This presentation explores the impact of social media marketing on the buying behaviour of customers, with a case study of ZARA. It discusses the background of the research, research aim and objectives, rationale, literature review, research methodology, and conclusion.

Research
Project

Table of Content
 Research Title
 Background of the Study
 Research Aim and Objectives
 Rationale of the Research
 Literature Review
 Research Methodology and data collection
 Ethical Consideration
 Data Analysis
 Conclusion

Research Title
To understand the impact of social media marketing on buying
behaviour of the customer. A Case study of ZARA.

Background of the Research
The present study examined the impact of social media marketing on
the buying behaviour of the customers. Social media revolution has
transformed the marketing landscape and has strengthened the
marketing communication process. In today's modern business era,
customers are having the power to initiate, drive and change the
entire buying process. In the context of this present investigation
work, ZARA is the chosen organisation, as it is a large Spanish
apparel retailer based company in Galicia.

Research Aim & Objectives
Research Aim
The aim of this study is "To understand the impact of social media
marketing on buying behaviour of the customer". A Case study of
ZARA.
Research Objectives:
 To analyse the potential of social media marketing.
 To understand customers buying behaviour in today's business
environment.
 To determine influence of social media marketing over the
buying intension of customers with ZARA.

Rationale of the Research
The investigator is executed this study just because of the personal
interest as the researcher is willing to know about the influence of
social media marketing over the buying intention of customers.
Therefore, this is also taken into consideration because it is a wide
investigation area and helps in exploring knowledge in relation to
the selected study phenomenon.

Literature Review
Social media is an effective aspect which plays a national role in
the context of businesses as it provides a vital opportunity for the
business is to enhance their operations at market place. Businesses are
using social media marketing as their key strategic steps for influencing
the intention of buyers towards their firm or their offerings as social
media capturing wide area of people towards there in products and
services. Social media marketing has the positive impact over the
operations and progression of the business.

Research Methodology and data collection
Methods
This section of investigation is effective in assisting the overall work in
right direction to reaching at the key outcome. In this present
exploration work, Qualitative research will be significant to assist
the work in right manner as it is effective in providing detailed
information over the area of study. In addition to this, both primary
and secondary sources will be applicable as to direct the work in
right manner to reaching at the key outcome.

Conclusion
As per the evaluation of the project it has been recognise that, social
media has transform the way of conducting business, thus it support
the business to promote the services as it is an effective source of
advertising which is being executed by the businesses to attain
higher growth and success. However, social plays an imperative role
in influencing the intention of customers to buy products and
services.

References
N. Bolton, R., and et. al., 2014. Small details that make big differences:
a radical approach to consumption experience as a firm's
differentiating strategy. Journal of Service Management. 25(2).
pp.253-274.
Neuhofer, B., Buhalis, D. and Ladkin, A., 2015. Smart technologies for
personalized experiences: a case study in the hospitality domain.
Electronic Markets. 25(3). pp.243-254.
Sigala, M., 2012. Social networks and customer involvement in new
service development (NSD) The case of www. mystarbucksidea.
Com. International Journal of Contemporary Hospitality
Management. 24(7). pp.966-990.

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