Impact of Social Media on Consumer Buying Behavior: A Case Study of Tesco, UK

This research investigates the impact of social media on consumer buying behavior with a case study of Tesco, UK. It explores the conceptual understanding of social media and consumer buying behavior, how social media influences consumer buying behavior, and suggests marketing strategies to persuade consumer behavior towards Tesco.

Running head: BUSINESS RESEARCH PROJECT
“Impact of social media on consumer
buying behavior: a case study of Tesco,
UK”

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Table of Contents
Title.............................................................................................................................................................3
Terms of reference.......................................................................................................................................3
Research background...............................................................................................................................3
Research questions..................................................................................................................................3
Research aim and objectives....................................................................................................................4
The scope of your study...........................................................................................................................4
Preliminary Literature Review....................................................................................................................4
Methodology...............................................................................................................................................7
Resources..................................................................................................................................................10
Timescale..................................................................................................................................................10
References.................................................................................................................................................11
Appendices: Ethical reviews......................................................................................................................13
Appendix 1: Participant information sheet............................................................................................13
Appendix 2: Participant consent form...................................................................................................13
Ethical Review Form: Part3...................................................................................................................15
Explanation of intent to address ethical issues...................................................................................15
Appendix 3: Company consent form.....................................................................................................16

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Title
The title of this research is to assess “Impact of social media on the consumer buying behavior: a
case study of Tesco, UK”.
Terms of reference
Research background
In current business phenomenon, it is required for a corporation to enhance the knowledge about
the behavior of consumer buying because of obtaining the higher competitive advantageous. The
social media is essential for the corporation as it can have a direct impact on the behavior of the
customers. It can be stated that a company needs to critically evaluate the application of
contemporary channels and increases the profitability of the company in the targeted time period.
It can be significant for gaining the demand for products as well as services and makes a
distinguish image between the mind of customers (Ramanathan, Subramanian, and Parrott,
2017). The social media is beneficial for developing a robust liaison with the customers that
could affect the financial performance of the company. It is assessed that Tesco is facing issue
related to decreasing sales and declining customer loyalty. Furthermore, customers are moving
from Tesco to another brand due to using ineffective marketing channels. There are several
investigations related to social media and consumer buying behavior but there is lack of
investigation associated with the impact of social media on consumer buying behavior, Tesco
supermarket, UK ( Leeflang, et. al., 2014).
Research questions
 What is conceptual understanding about the social media and consumer buying behavior?
 How social media influence the consumer buying behavior in a case study of Tesco
supermarket, UK?

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 Which marketing strategies can persuade the buying behavior of the consumer with
respect to Tesco supermarket
Research aim and objectives
The key aim of this investigation is to assess the impact of social media on consumer buying
behavior. The given below objectives will be used to complete the main aim of this investigation:
 To explore the conceptual understanding associated with social media and consumer
buying behavior
 To address the impact of social media on consumer buying behavior a case study of
Tesco supermarket
 To suggest the marketing strategies that can persuade the behavior of customers towards
the Tesco supermarket, UK
The scope of your study
This study has a wider scope for retail businesses to comprehend social media and consumer
buying behavior in business. It would be also beneficial for readers to understand the impact of
social media on consumer buying behavior. This study is also significant for gaining knowledge
regarding the strategies that can persuade the buying behavior of the consumer with respect to
Tesco supermarket.
Preliminary Literature Review
Introduction
This chapter helps the investigator and readers to gain knowledge about the effects of social
media on consumer buying behavior. This may be beneficial for influencing the high amount of
consumers with regards to products and services of Tesco.

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To explore the conceptual understanding associated with social media and consumer
buying behavior
As per the view of Siamagka et al. (2015), social media is a computer-based technology that
could make competent to an investigator for sharing their confidential information, perception,
and beliefs on specific concern with the bulk of customers at one time. It can also use for directly
communicate with the customers as well as share their content for improving the responsiveness
regarding products and services of the corporation. There are certain kinds of social media that
are practiced by a company like social networking, social bookmarking, microblogging, curation
as well as forums.
On the other side, Turban et al. (2017) stated that the consumer buying behavior is the result
related to preferences, attitudes, intentions as well as decisions that are made by the customers
within an environment before buying products as well as services of a company. It is also
identified that there are certain factors that could be entailed in the buying behavior of consumers
such as psychology, anthropology, and sociology.
In support of this, Morgan Tallontire and Foxon (2017) evaluated that there are certain phases
that are used in the buying procedure such as detection of a problem, address data, evaluation of
data, purchasing as well as post purchasing services. It is also demonstrated that these phases
would support the company to persuade the behavior of customers in minimum time as well as
cost. As well as, there are certain kinds of purchasing behavior services such as dissonance
reducing, complex, habitual as well as variety viewers.
To address the impact of social media on consumer buying behavior a case study of Tesco
supermarket

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According to Verhoef and Lemon (2015), the online business makes proficient to the corporation
to take advantage of every opportunity to interact with the consumers. The social networking
websites permit the high amount of consumers to share their ideas and beliefs as well as enables
the company to deal with the targeted audience. The practice of social media is beneficial for the
company to identify the needs, wants and desires of consumers as it would lead to influence the
customers.
In contrast to this, Istanbulluoglu (2017) stated that the practice of social media websites
facilitates the large-scale opportunities to a company that would improve the transparency with
the consumers. These digital websites facilitate the end users to interact without restraint. With
the point of consumers, freedom means a person can articulate their behavior regarding products
and services on the websites in which a high amount of people can read as well as see it.
According to Groß (2015), verbal marketing plays a significant role in attaining the
organizational aim and objectives. Customers are believed in the word of mouth marketing
regarding the products as well as services. This type of marketing helps to go internationally with
an individual message sent from the single consumers. It can be evaluated that the customers can
interact with the bulk of individuals at a click of a button by applying the social media and
basically sent the message regarding the company.
To suggest the marketing strategies that can persuade the behavior of customers towards
the Tesco supermarket, UK
Tse et al. (2016) recommended that the company can provide the authentic data associated with
the brand to their upcoming consumers because it would lead them to retain at the longer time
period. The company should improve their brand awareness between the consumers through
spreading the demonstrating message to their customers. The message should be also effective to

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create a distinct image at the marketplace and also supports to obtain the higher benefits. It can
also directly affect the buying behavior of consumers.
In favor of this, Jones and Comfort (2018) illustrated that a company should bear in mind that the
message would take minimum time with focuses on the bulk of individuals. This can lead to
directly persuade the buying behavior of customers. It is also addressed that identifying the email
with the first name will appeal the characteristics that can emotionally connect to customers with
the brand. Consequently, the company could be competent to persuade the buying behavior of
consumers.
Methodology
Inductive or deductive research
In this investigation, the investigator will use inductive research approach in order to attain the
research questions and goals with the specified time period as well as cost. In this approach, the
researcher will start with the observation as well as theories are proposed with respect to the end
of the research procedure. This approach would lead to gather the opinion of applicants with
regards to research issues (Chaffey, 2015).
Data collection methods (Primary and/or secondary research)
Under this investigation, the investigator would use both secondary as well as primary data
gathering techniques. The primary data gathering techniques would support an investigator to
gather the fresh information via different sources such as survey through questionnaire and
interview. This would help an investigator to collect the feasible outcomes with respect to
research issues. Moreover, the secondary data gathering technique would be used by an
investigator to gather the conceptual knowledge regarding the research issue. In addition,

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different sources would be used to gather research data such as online and offline sources,
government publications as well as books (Alnawas, and Aburub, 2016).
Quantitative and/or qualitative research
Research would use both qualitative and quantitative research design. Since, quantitative
research design is executed to gather the numerical facts and figures through statistical tools.
Moreover, qualitative research design is implemented by a researcher to collect theoretical data
about the impact of social media on consumer buying behavior (Li, Long, and Chen, 2017).
Research Strategy
In this investigation, the survey through a questionnaire with a literature review will be used to
attain the research aim as well as the objectives of the investigation. Under this, the survey
through questionnaire would be effective to collect the participant’s data regarding the impact of
social media on consumer buying behavior. Together with, literature review strategy will be
practiced to gain the reliability of primary information (Wamba, et. al., 2015).
For the literature review, a researcher will use different sources like offline and online sources,
academic publications, books as well as journal articles to build the understanding regarding the
impact of social media on consumer buying behavior. These sources would be effective to
improve the validity as well as the reliability of research results (Zhu, and Semeijn, 2015).
Sampling methodology
An investigator would use a probability sampling technique as it can support the investigator to
gather the information without any partiality. The probability sampling technique supports the
investigator for gathering the opinion, beliefs, and views of respondents with respect to survey
through a questionnaire. This technique may facilitate the equal probability to the respondent to
perform in the survey (East, et. al., 2016). In this investigation, 50 consumers will be selected

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who use social media to make buying decision towards Tesco. Furthermore, 10 marketing
manager would be selected from Tesco, UK. This technique would be effective for acquiring
trustworthy results.
Data analysis
In this research, a research would use a statistical data evaluation tool to complete the main aim
and objectives of the investigation. Moreover, the researcher would use Ms-excel software to
depict the information through charts, tables, and graphs. This would lead to comprehending the
knowledge regarding findings of research issues (Alnawas, and Aburub, 2016).
Presentation of your findings
The result of this research will support to gain knowledge about the impact of social media on
consumer buying behavior. It is evaluated that findings will show the new information about the
strategies that could support the Tesco to resolve the current research concern. It would support
in building a clear picture about research issues and would help to identify the actual data related
to research concern. There are some factors which might influence social media such as timing,
quality, relevancy, user-generated content and voice. These factors might be directly persuaded
the superiority of research outcome.
Ethical considerations
Under this investigation, ethical consideration would be associated with a technique that should
be practiced by an investigator to decline the possibilities of ethical concern. Moreover,
secondary data is gathered to provide proper references and in-text citation in each paragraph as
it would improve the reliability of research. It would also aid to decline the plagiarism concern.
This investigation would be written in own words of investigation with providing an adequate in-
text citation in each paragraph. An investigator would maintain the confidentiality and privacy of

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the participant’s information (Chaffey, 2015). This would lead to overcome the ethical issues
from the investigation.
Resources
There would be a need for different resources for completing the research project. These
resources could be online survey tools such as monkey survey, money required to reach at the
targeted customers to get feedback, and time required for collecting the secondary as well as
primary data regarding research issue. Furthermore, stationary would be required to write the
report (Alnawas, and Aburub, 2016).
Timescale
Research Activities Predetermined timeperiod
1 2 3 4 5 6 7 8 9 10
Choice of the research issue
Creating aim and objectives
Data gathering technique
Choosing sample and sample size
Evaluation of information
Writing of report
Submission related to the final report
As per the assessment of the above table, it is assessed that data gathering techniques take 3
weeks that is more than the other research practices.
References

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Alnawas, I. and Aburub, F., 2016. The effect of benefits generated from interacting with branded
mobile apps on consumer satisfaction and purchase intentions. Journal of Retailing and
Consumer Services, 31, pp.313-322.
Chaffey, D., 2015. Digital business and e-commerce management. UK: Pearson Education
Limited.
East, R., Singh, J., Wright, M., and Vanhuele, M., 2016. Consumer behavior: Applications in
marketing. UK: Sage.
Groß, M., 2015. Mobile shopping: a classification framework and literature review. International
Journal of Retail & Distribution Management, 43(3), pp.221-241.
Istanbulluoglu, D., 2017. Complaint handling on social media: The impact of multiple response
times on consumer satisfaction. Computers in Human Behavior, 74, pp.72-82.
Jones, P. and Comfort, D., 2018. Storytelling and Corporate Social Responsibility Reporting: A
Case Study of Leading UK Retailers. European Journal of Sustainable Development Research,
2(4), pp.1-11.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for
marketing in a digital era. European management journal, 32(1), pp.1-12.
Li, Q., Long, R. and Chen, H., 2017. An empirical study of the willingness of consumers to
purchase low-carbon products by considering carbon labels: A case study. Journal of Cleaner
Production, 161, pp.1237-1250.
Morgan, E., Tallontire, A. and Foxon, T.J., 2017. Large UK retailers' initiatives to reduce
consumers' emissions: a systematic assessment. Journal of Cleaner Production, 140, pp.227-238.

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Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of Operations
& Production Management, 37(1), pp.105-123.
Siamagka, N.T., Christodoulides, G., Michaelidou, N. and Valvi, A., 2015. Determinants of
social media adoption by B2B organizations. Industrial Marketing Management, 51, pp.89-99.
Tse, Y.K., Zhang, M., Doherty, B., Chappell, P. and Garnett, P., 2016. Insight from the
horsemeat scandal: Exploring the consumers’ opinion of tweets toward Tesco. Industrial
Management & Data Systems, 116(6), pp.1178-1200.
Turban, E., Outland, J., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2017. Electronic
commerce 2018: a managerial and social networks perspective. UK: Springer.
Verhoef, P.C. and Lemon, K.N., 2015. Advances in customer value management. Handbook of
research in relationship marketing, pp.75-103.
Wamba, S.F., Akter, S., Edwards, A., Chopin, G. and Gnanzou, D., 2015. How ‘big data can
make a big impact: Findings from a systematic review and a longitudinal case study.
International Journal of Production Economics, 165, pp.234-246.
Zhu, Q. and Semeijn, J., 2015. Antecedents of customer behavioral intentions for online grocery
shopping in Western Europe. In European Retail Research (pp. 1-19). UK: Springer Gabler,
Wiesbaden.

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Appendices: Ethical reviews
Appendix 1: Participant information sheet
Part 1 needs to be completed by all Business Research Project students.
Please read the following two statements and place an X in the area indicated for the statement
that most accurately represents your research intentions.
Student Statement Insert X Student Action
Statement
1
I have read the above
information. I confirm that my
research does not include a
study on human participants.
X
You do not need to complete
Part 2 of this form. Ethics
approval is not required.
Statement
2
I have read the above
information. I confirm that my
research does involve the study
on human participants.
X
Please proceed to complete
Part 2 of this form.
Appendix 2: Participant consent form
Part 2 only needs to be completed if you put a cross against Statement 2 in Part 1 above.
Yes No
I have prepared a participant information sheet (including information on
secure data storage), and submitted it in Appendix 1. ✓  
I have prepared a participant consent form (including information on the
right to withdraw from the study), and submitted it in Appendix 2.
✓

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 
If you have put a cross No for either of the above, please note that your final Research Project
will have to include a participant information sheet and a participant consent form.
Please answer all of these questions by ticking yes or no in the box provided.
Yes No
1.
Does the study involve participants who are particularly vulnerable
or unable to give informed consent? (e.g. people under the age of
18, people with learning disabilities, students you teach or assess)

✓

2.
Will it be necessary for participants to take part in the study
without their knowledge and consent at the time? 
✓

3.
Does the study involve audio or visual recording of people in
public places? 
✓

4.
Will the study involve the discussion of sensitive topics? (e.g.
sexual activity, drug use, illegal activities, death, whistleblowing) 
✓

5.
Are drugs, placebos or other substances to be given to the study
participants or will the study involve invasive, intrusive or
potentially harmful procedures of any kind?

✓

6.
Does your study involve a topic that would be considered
‘sensitive’ (age, culture, race, gender, sexuality, socio-economic 
✓


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standing, or religion)?
7.
Is physical pain or psychological stress from the proposed project
likely to cause harm or negative consequences beyond the risks in
normal life?

✓

8.
Does the study involve groups or materials that may be construed
as terrorist or extremist? 
✓

9.
Will financial inducements (other than expenses) be offered to
participants? 
✓

10.
Does the study involve the collection of data that is not
anonymized (contains identifying information such as name and
address)?

✓

Ethical Review Form: Part3
Part 3 only needs to be completed if you ticked Yes for any of the statements in Part 2 above.
Explanation of intent to address ethical issues
Please provide an explanation of how you intend to address the ethical issues raised in Part 2.
You will need to do this in consultation with a Business Research Project tutor. Please identify
which tutor you discussed these issues with, and how the discussion took place.

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Tutor’s name:
How discussions took place:
Explanation of how you intend to address the ethical issues raised in Part 2:
We do not tick ‘Yes’ so there is no need to discuss this forms.
Appendix 3: Company consent form
Print off this form and gain the required signature. You then need to scan the page and insert it
as an image in Appendix 3.
Alternatively, the company may choose to give you a signed consent document of their own,
which you will need to scan and insert in Appendix 3.
Consent from the host Company
Student Name: _______________________________________
Student ID number: _______________________________________

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I consent to the aforementioned named student carrying out research on company premises
or in relation to this Company.
Senior Manager Name: Lyndsay McMillan
Senior Manager Signature:
Host Company Name: Tesco supermarket, UK