Impact of social media on consumer buying behaviour: case study on Tesco

Running head: IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR:
CASE STUDY ON TESCO
Impact of social media on consumer buying behaviour: case study on Tesco
Name of the student
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Author Note

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IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR: CASE STUDY
ON TESCO
Table of Contents
1. Introduction:...........................................................................................................................2
1.1 Background of the research:.............................................................................................2
1.2 Academic rationale:.........................................................................................................2
1.3 Research aims and objectives:.........................................................................................3
1.4 Research questions:..........................................................................................................4
1.5 Research hypothesis:........................................................................................................4
2. Literature Review:..................................................................................................................5
3. Research Methodology:.........................................................................................................8
3.1 Research Philosophy:.......................................................................................................8
3.2 Research Approach:.........................................................................................................8
3.3 Research Design:..............................................................................................................9
3.4 Data Collection Process:..................................................................................................9
3.5 Sampling Method:..........................................................................................................10
3.6 Sample Size:...................................................................................................................10
3.7 Limitation of the study:..................................................................................................10
3.8 Ethical Issues:.................................................................................................................11
References:...............................................................................................................................12

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IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR: CASE STUDY
ON TESCO
1. Introduction:
The modern world of internet technology has developed significantly and this in turn
has changed the dimension of consumers’ activities in the context of product purchased. For
this, social media plays significant role, as it has changed the communication process
between marketers and consumers (Sasmita and Mohd Suki 2015). Thus, the chief motive of
this research proposal is to analyse the impact of social media on buying pattern of
consumers. The entire research work will be based on a large supermarket, conducting
business in retail sector.
1.1 Background of the research:
Technological revolution has changed the traditional approaches of marketing for last
few years. This leads markets to experience new era of marketing and in this context, social
media takes a vital role. The revolutionary relation of marketers with distribution channels,
retailers and consumers has become an important issue (He and Qu 2018). Increasing online
portals, in this context, has played significant role to reach new customers. Based on some
market researches, it is observed that social media becomes an important part of people’s life
through making them dependent. The entire world spends enough time in social sites like
twitter, Facebook, and blogs (Colicev et al. 2018). The number of people using social
network also increases over the year. Thus, it becomes easy for any firm to enter into
people’s life through various sites of social media.
1.2 Academic rationale:
Social media helps consumers to become the centre of any business activity.
Consequently, this online process gives marketers some new tools to interact with consumers
for integrating them with the brands through a new way. In addition to this, consumes can
influence other customers for purchasing goods and services through giving reviews. To
understand the impact of social media on consumer behaviour for purchasing any product,

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IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR: CASE STUDY
ON TESCO
various researchers have conducted various research works (Simon and Tossan 2018).
However, insufficient number of research works has been done. Most of the research works
have considered the customers’ accessibility for purchasing any product through any online
portal. Hence, this research paper intends to analyse the impact of social media and its power
to influence purchasing activities of customers. In this context, it can be said that social
media can help any large retail organisation like Tesco to implement this technique
effectively. Moreover, this can help the specified company to analyse the buying pattern of
customers along with their structure of demand for different products and services (Swani et
al. 2017). Thus, Tesco can consider social network as an important factor for developing the
business and increasing total market share. Therefore, the research paper has focused chiefly
on Tesco to understand the effect of social media in the context of consumer buying
behaviour.
Therefore, the present work can help researchers to identify some prime factors along
with reasons that can influence Tesco regarding social media marketing. This can help the
company to understand about their consumer behaviour in modern market. This research can
further help the researcher to obtain some solutions regarding this issue. Thus, this specified
research paper has some intension to provide knowledge regarding the effect of social media
on customer buying behaviour.
1.3 Research aims and objectives:
Research aims:
The chief aim of this paper is to observe the impact of social media on consumer
behaviour for buying products in retail sector. For conducting the analysis, this paper selects
Tesco, a large supermarket of the U.K. Moreover, the researcher can further focus on various
aspects of customer attitude based on Tesco. The study further focuses on the impacts of
inappropriate social media on the company.