Impact of Social Media Marketing on Buying Behaviour of Customers

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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