Impact of Social Media Advertising on Customer Purchase Decision PDF
Added on 2020-12-18
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Research Designproposal
Chapter 1: Introduction1.1 Background of the studyNew technologies have taken place in the market and these provide many benefits to retailcompanies. The general availability of the internet has provided an opportunity to individuals to usesocial media. Through the help of Twitter, Facebook, etc., an individual can easily interact witheach other (Bhargave, Jadhav and Lahane, 2013). Social media is one of the effective technologiesthat has shifted the power from marketer to consumers. There are many companies in retail sectorthat are using social media marketing strategies for grabbing the attention of customers. Amongthem, Sainsbury is one of the firms which is using these techniques for influencing customers.Present research is based on determining the way through which social media advertising influencespurchase decision of customers in retail sector of UK. This research will help in developing an in-depth understanding related to the selected topic.1.2 Aims and objectives:Aim:To determine the way through which social media advertising influence the purchase decision ofcustomers in retail sectors of UK- A study on Sainsbury. Objectives:To understand the importance of social media advertisingTo identify impact of social media advertising on customer purchase decisionTo evaluate the link between social media advertising and purchase decision of customers ofSainsburyTo recommend strategies through which social media influence the purchase decision ofcustomers of SainsburyResearch questionsQ1 What is the importance of social media advertising?Q2 What is the influence of social media advertising on customer purchase decision?Q3 What is the link between social media advertising and acquisition choice of customers ofSainsbury?Q4 What are the strategies through which social media effect the purchase decision of clients ofSainsbury?1.3 Purpose of the researchPurpose of research is to develop understanding related to the social media advertising andway it can influence customers. Social media has provided place for to the companies to carry outtheir advertisement strategies and influence customers. This research will help gatheringinformation related to the effective of social media marketing and aid company to make
improvement in their strategies. Therefore, it will provide depth knowledge related to the customersbuying behaviour and social media advertising (Tanpure, Shidankar and Joshi, 2013). Chapter 2: Research methodology2.1 Introduction Research methodology is considered as one of the essential chapter in the dissertation thathelp in conducting out the investigation in correct way (Kerr, Eckert and Wandwabwa, 2016). Itconsists of different tools and techniques that help in making a research more effective and valid.Different tools such as data collection method, data analysis, research approach etc which can beused by the researcher. The present chapter will provide detail information related to all themethods and with detail description. Here below are provided various tools which can be employedin the study. 2.2 Research philosophyResearch philosophy is one of the important components of research methodology. Itreferred to the assumption, values and belief of the investigator on the chosen study. Different typesof research philosophy are interpretivism and positivism. Positivism philosophy is based on thecertain evidences and number related to the selected topic. While interpretivism focus on single factwhich is followed by difference facts (Wright, Wahoush. and Jack, 2016). In addition to this, itleads to be proven beneficial at the time when qualitative investigation is conducted. On the otherside, positivism is considered while carrying out quantitative investigation. Therefore, it is essentialfor the investigator to be careful regarding type of investigation while selecting the type ofphilosophy. The present research is based on determine the way through which social mediaadvertising influence the purchase decision of customers in retail sectors of UK, thereforeinterpretivism philosophy will be used. Reason for selecting this philosophy is that it helps incollecting information which is specific and assist in getting the valid outcome (Bailly and Comino,2017). 2.3 Research approach: Research approach is considered as important aspect because it provides a technique donewhich information is gathered. It is classified into dual kinds that are inductive and deductive.Inductive approach lead to make investigation from specific to the general concept with the theoriesrelated to the selected subject (Mebius, Kennedy and Howick, 2016). It leads to demand forgeneralisation of the gathered data firm then focus on particular information related to the selectedtopic. Therefore, existing theories are considered by the research for observation. On the other side,deductive approach lead to focus on gathering specific information at first and then generalised it.Under these new theories are constructed through making evaluation of the qualitative aspect. Forthe present research inductive approach will be applied by the researcher. It will help in making a
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