Impact of Social Media Marketing on Buying Behaviour of Customers

This study examines the impact of social media marketing on the buying behaviour of customers, with a case study of ZARA. It analyzes the potential of social media marketing, customer buying behaviour, and the influence of social media marketing on buying intention with ZARA.

Research Proposal

Table of Contents
Title .................................................................................................................................................1
Background of the Study ...............................................................................................................1
Research Aim and Objectives ........................................................................................................1
Research Questions .........................................................................................................................2
Rationale of the Study .....................................................................................................................2
Literature Review ............................................................................................................................2
Research Methodology and data collection Methods .....................................................................4
Ethical Consideration ......................................................................................................................6
Data Analysis ..................................................................................................................................6
Conclusion ......................................................................................................................................6
Time-frame ....................................................................................................................................7
REFERENCES................................................................................................................................8

Title
To understand the impact of social media marketing on buying behaviour of the
customer. A Case study of ZARA.
Background of the Study
The present study examined the impinging of societal media marketing on the purchasing
intention of the customers. Therefore, social media has become an indispensable tool for
consumer online in today's age. Social media is defined as the effective online communication
medium which dedicated to community based input, interaction and content sharing. In addition
to this, Social media are two way communication that helps the users to establish an
interconnection with each other at online platform to share data and opinion (Ananda, ernández-
García and Lamberti, 2016). Social media has transform the way of conducting business, as the
organisations are applying social media as their appropriate aspect for influencing the intention
of people to buy the business products and services. In the term of this particular research area,
ZARA is the chosen organisation, as it is a large Spanish apparel retailer based company in
Galicia. The company mainly deals in fast fashion products involving accessories, products,
shoe, beauty, swimwear and perfumes etc. The company was established in the year of 1975 by
the co-efforts of Amancio Ortega and Rosalia Mera. The headquarter of the firm is in Arteixo,
Spain (Broekemier, Chau and Seshadri, 2015). ZARA is having their operations at all around the
globe as the firm is concern over influencing the behavioural intention of customers to buy the
products of ZARA by making the appropriate utilization of societal media and its marketing
tools.
Research Aim and Objectives
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:
The significant objectives of this particular investigation area defined as below:
 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.
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Research Questions
This defined as the most basic zone of an examination as it is associated with the aim and
objectives of the exploration and compelling in helping the general work in right way to drawing
legitimate and dependable result (Campbell, Martin and Fabos, 2018). The present investigation
region is incorporates over determining the impact of social media marketing on buying
behaviour of the customer, therefore, it is an effective investigation topic which is efficacious in
exploring idea about the same, This study will significantly focus on fashion industry as the
study is being executed over Zara and it is a large fashion retail firm. The proposed study will
cover the following questions that are mentioned as below:
 What is the potential of social media marketing?
 What is customers buying behaviour in today's business environment?
 What is the influence of social media marketing over the buying intension of customers
with ZARA.
Rationale of the Study
The examination into thought depends on investigating the effect of of social media
marketing on the buying behaviour of the buyers at commercial centre, along these lines the
extent of study is so wide as it is compelling for an individual and student with respect to the
picked examination zone. The investigator has planned to execute an investigation over the area
of social media as it is a major concern in nowadays modern organisational environment as it
takes a suitable participation in developing the operations and progressions of the business via
enhancing the buying decision of the customers towards a product and service (Coombs, 2014).
This study is hard-hitting in exploring the personal as well as occupational group knowledge of
the researcher in relation to the chosen study area as it would be effective in endeavour their
future undertakings in more liable way.
Literature Review
A writing survey is characterized as a distributed data in a particular branch of knowledge
and at some point information in an a particular branch of knowledge inside a specific time
frame. Subsequently, this perceived to be the most basic region of an examination as it is
successful in creating hypothetical system to investigate the comprehension with respect to the
picked examination region (Dijkmans, Kerkhof and Beukeboom, 2015). This segment of
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investigation is fundamentally incorporates over accumulation of information from secondary
sources, in this manner right now been aggregated through books, diaries, distributed research
and non distributed research articles and so on. On account of this present research work the
investigation has been executed over the territory of analysing the impact of social media
marketing on buying behaviour of the customer. In this way, literature review is viable in
investigating better comprehension concerning the picked branch of knowledge by means of the
supposition examination of the writers and journalists.
As per the opinion analysis of Christina Newberry, 2018, social media marketing first
begin through publishing, therefore, organisations were sharing their content on social media to
generate traffic to their websites or the sales, thus social media plays an effective role in
increasing the potential of the business to capture wider market. In the context of fashion
industry, individual from the modern world are very much aware about the new trend and
fashion as they want to make themselves stand out in front of society by gathering more
attractive and unique cloths, thus businesses in fashion industry are concern over using social
media marketing for the intention of increasing awareness among the customers in regards to the
provided items and facilities of the firm (Dirican, 2015).
Customer a recognised to be the most important aspect of business as they are playing an
effective participation in the maturation of an organisation by showing their concern and interest
regarding the business. In today’s modern environment the living of division is very much based
on and it’s as people are using social media tools for implementing good communication with
each other. There for, businesses are also concerned over using Social media marketing tool for
the purpose of enlarging their business and approaches to convince buyers. In the fashion
industry the intention of people are very much based on new trend and fashion which are
followed by their ideas, favourite actors, stars. Thus people are using social media for following
them and make themselves stand out in front of society. However social media marketing is the
best way to influence the intention of buyers to buy the product and services a particular firm or
a brand. Zara is a large fashion brands mainly in consist over unique and luxury trends
(Georgescu and Popescul, 2015). There for businesses are over using social media marketing for
promoting their business and in the attraction of customers is buying intention. Therefore
businesses are using social media marketing for the purpose of grabbing more customers towards
the firm and their operations. Thus, social media is the most applied source which has huge
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significance in individual life and help them to make effective choice in relation to their concerns
related to fashion need etc. Thus social media is efficacious in providing best advertising
opportunities for the business to affect the intention of customers regarding a firm or its
offerings.
Research Methodology and data collection Methods
Research methodology is an important area of investigation as it defines as an effective
procedure which is theoretically implemented to examine, choose, process and determine
information in regards to a particular subject area (Grizane and Jurgelane, 2017). This part of
research is incorporates over multiple applications which are essential to direct the work in right
manner to drawn valid and reliable results.
Type of Research
This perceived to be the most receptive part of an examination as in the execution of an
exploration the key thought of the analyst is to choose the most appropriate tool to help the
general work in right way to drawn substantial outcomes. An exploration is either qualitative or
quantitative in nature, Therefore, the decision of procedure depends on data which is gathered for
a particular examination territory (Kim and et. al., 2015). In this existing exploration work,
Qualitative research will be huge to help the work in right way as it is viable in giving point by
point data over the region of investigating the impact of social media marketing on buying
behaviour of the client, Therefore, this gives clear hypothetical data that is obligated in landing
in critical outcomes.
Research Philosophy
It is also another key region of method as it is recognised as a belief in which information
about a phenomenon needs to be accumulated, analysed and implemented. This area of
investigation is mainly relay upon, two sorts like Interpretivisim and positivism investigation
philosophy (McCorkindale and DiStaso, 2013). In the circumstance of this existing exploration
activity, interpritivism philosophy will be efficacious in executing research over the impact of
social media marketing on buying behaviour of the customer, therefore, interpretive philosophy
is effective in involving human integration within a study as in this data is accumulated by the
opinion evaluation of the observer and analyst.
Research Approach
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This is the defines as the procedure and plan which consist of the stages of broad
assumption to detailed tool of information accumulation, evaluation and analysis. Investigation
approach is mainly in-consist over inductive and deductive investigation approach, as the
appropriate choice of approach is encompasses over the sort of research. In this existing research
context, inductive research approach will be appropriate in execution of a qualitative study. This
will be most appropriate approach to execute a detailed analysis over the area of analysing the
impinging of social media marketing on buying behaviour of the buyers via the support of
implementing suitable theories and hypothesis (Rodriguez, eterson and Ajjan, 2015).
Data Collection Tools
This area of research is principally in-corporates over primary and secondary source of
investigation as these two are significant to assist the work in accurate way. In this existing
investigation area, based on determining the impact of social media over influencing the
behaviour of customers, both primary and secondary sources will be relevant as to guide the
work in right way to coming to at the key result (Rydén, Ringberg and Wilke, 2015). primary
research will be actualize through leading review with the help questionnaire, hence, this will be
critical in social event data from the more extensive population. Then again, secondary sources
like books, diaries, distributed articles, past examination and so forth are strong in creating
literature review as this segment investigates the comprehension with respect to the picked
examination area.
Data Sampling
This area is sorted in between of probabilistic and non-probabilistic information
inspecting devices, hence, In this present investigation work purposive sampling from the non-
probabilistic sampling tools. In this way this is reasonable in choice of most proper respondents
(Schniederjans, Cao and Schniederjans, 2013). Therefore, 20 respondents will be suitable who
are having the idea about the use of social media and taking the benefits of online shopping.
Thus, mainly customers of the firm are select to gather authentic and actual information to
support the work.
Ethical Consideration
In the execution of an investigation work, the key thought of the researcher is to follow
the examination ethics as it is required to help the general work in right way to draw dependable
outcomes. In this present investigation primary investigation is executed through survey and for
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selecting the respondents it is important for the researcher to provide consent form to their
participants for the purpose of receiving the approach and willingness to take participation in the
exploration (Siddiqui and Singh, 2016). The investigator additionally guarantee their respondents
about the well-being and security of their own data as individual are for the most part having the
issue of miss utilization of their private data.
Data Analysis
Information Analysis is characterized as the system of assessing, cleansing, changing and
demonstrating data with the end goal of finding proper information. This segment of research is
basic in deciding the data that are gathered by the researcher in regard to assessing the data in
suitable way. In this present exploration work, information will be examined through thematic
analysis as it is created over the questions of questionnaire which covers the key aim and
objectives of the exploration.
Conclusion
From the evaluation of the project it is being concluded that, social media marketing is
recognised to be the key area that helps the businesses in increasing awareness about the
offerings of the products and services. Therefore, social media is constituted to be the most
applied source which is used by people in their daily life. Thus, it influences the intention of
people to buy products and services.
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Time-frame
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REFERENCES
Books and Journals
Ananda, A. S., Hernández-García, Á. and Lamberti, L., 2016. N-REL: A comprehensive
framework of social media marketing strategic actions for marketing
organizations. Journal of Innovation & Knowledge. 1(3). pp.170-180.
Broekemier, G., Chau, N. N. and Seshadri, S., 2015. Social media practices among small
business-to-business enterprises. Small Business Institute Journal. 11(1).
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction. Bedford/St.
Martin's.
Coombs, W. T., 2014. Ongoing crisis communication: Planning, managing, and responding.
Sage Publications.
Dijkmans, C., Kerkhof, P. and Beukeboom, C. J., 2015. A stage to engage: Social media use and
corporate reputation. Tourism Management. 47. pp.58-67.
Dirican, C., 2015. The impacts of robotics, artificial intelligence on business and
economics. Procedia-Social and Behavioral Sciences. 195. pp.564-573.
Georgescu, M. and Popescul, D., 2015. Social Media–the new paradigm of collaboration and
communication for business environment. Procedia Economics and Finance. 20.
pp.277-282.
Grizane, T. and Jurgelane, I., 2017. Social Media Impact on Business Evaluation. Procedia
Computer Science. 104. pp.190-196.
Kim, S., and et. al., 2015. Effects of social media on firm value for US restaurant companies.
International Journal of Hospitality Management. 49. pp.40-46.
McCorkindale, T. and DiStaso, M. W., 2013. The power of social media and its influence on
corporate reputation. The handbook of communication and corporate reputation,
pp.497-512.
Rodriguez, M., Peterson, R. M. and Ajjan, H., 2015. CRM/social media technology: impact on
customer orientation process and organizational sales performance. In Ideas in
Marketing: Finding the New and Polishing the Old. (pp. 636-638). Springer, Cham.
Rydén, P., Ringberg, T. and Wilke, R., 2015. How managers' shared mental models of business–
customer interactions create different sensemaking of social media. Journal of
Interactive Marketing. 31. pp.1-16.
Schniederjans, D., Cao, E. S. and Schniederjans, M., 2013. Enhancing financial performance
with social media: An impression management perspective. Decision Support Systems.
55(4). pp.911-918.
Siddiqui, S. and Singh, T., 2016. Social media its impact with positive and negative
aspects. International Journal of Computer Applications Technology and Research.
5(2). pp.071-075.
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