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

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

BUSINESS RESEARCH PROJECT 2
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

BUSINESS RESEARCH PROJECT 3
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?

BUSINESS RESEARCH PROJECT 4
 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.