Impact of Social Media on Consumer Behaviour

Consumer Behaviour Research Proposal
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Table of Contents
Chapter 1: Introduction....................................................................................................................3
1.1 Background of the research project...........................................................................................3
1.3 Research aims............................................................................................................................3
1.4 Research Objectives...................................................................................................................4
1.5 Research Questions....................................................................................................................4
1.6 Significance of Research...........................................................................................................4
Chapter 2: Literature Review...........................................................................................................5
2.0 Introduction................................................................................................................................5
2.1 Concept of social media.............................................................................................................5
2.2 Concept of consumer behaviour................................................................................................5
2.3 Traditional marketing method versus digital marketing method...............................................5
2.4 Social media platforms and their suitability for business..........................................................6
2.5 Impact of Social media on the decision-making process...........................................................6
2.6 Literature Gap............................................................................................................................7
Chapter 3: Methodology..................................................................................................................8
3.0 Introduction................................................................................................................................8
3.2 Research Philosophy..................................................................................................................8
3.3 Research Approach....................................................................................................................9
3.4 Sampling techniques..................................................................................................................9
3.4 Data Analysis Methods..............................................................................................................9
3.5 Ethical Considerations...............................................................................................................9
3.7 Research limitation....................................................................................................................9
3.6 Research Timeline...................................................................................................................10
References......................................................................................................................................11
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Chapter 1: Introduction
Social media is one of the most important variables in the decisions that a business makes. It is
extremely valuable as it raises brand awareness, website traffic and consumer engagement. This
medium allows the consumer to understand about the product, learn about the company’s values
and enables to act in very specific ways, which may be positive for the business owners. This
study will focus on different consumers of different ages and demographics and how they use
social media and how this affects their consumption and purchase patterns.
1.1 Background of the research project
The internet has made people more connected in this world. This constitutes of one of the most
important strategies for a businesses over the world. Most consumers now spend their time on
social networking sites and this ensure that they are able to keep up to date with the latest
products and the offerings of companies the world over. Organisations have been able to use this
as a marketing tool that can help them gain any types of advantages as they conduct their market
activities.
Internet connectivity has also made computer very prevalent in the lives of consumers. Internet
users have grown from 57 per cent in 2006 to 90 per cent in 2017 and have ensured that the
internet is one of the most important platforms for consumers to find shopping options for them.
Thus, organisations must be able to use effectively social media patterns to advertise and re-
advertise to potential and existing clientele, while ensuring that growth prospects are maintained
and market shares are increased accordingly.
1.3 Research aims
This research aims to understand the ways in which consumers are influenced by social media
when making any types of purchases. Organisations will be able to use these strategies to
implement marketing strategies that can be used to effect business in the most positive manner.
Organisations will be able to use this research to understand how they can acquire customers and
ensure that these customers are held on to.
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1.4 Research Objectives
The main objectives of this research are as follows:
 To understand the different social media tools that consumers are using to explore offers
provided by business organisations
 To understand the different ways in which consumers use these tools to gather the
information that they will make use of during any purchases that they make
 To understand the difference between traditional marketing method and digital marketing
methods
 To identify how organisations can use the same to make marketing strategies to
implement better business processes
1.5 Research Questions
1. What are the different social media tools used by consumers?
2. How do consumers use social media to gather information?
3. What is the difference between traditional marketing and digital/online marketing?
4. How can organisations use this information to make better business strategies?
1.6 Significance of Research
This is an extremely significant bit of research as it provides an understanding of the
contemporary market situations and the different ways in which the consumers are engaging with
content. This research is also significant as marketers and organisations can understand how to
strategize as per the required market situations to increase profitability.
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