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Social Media Marketing On Consumer Buying Behavior - Assignment

   

Added on  2020-01-28

21 Pages8431 Words340 Views
Impact of social media marketingon consumer buying behaviour: Astudy on Next Plc1

TABLE OF CONTENTSINTRODUCTION.....................................................................................................................................3Topic.....................................................................................................................................................3Background...........................................................................................................................................3Aim.......................................................................................................................................................3Objectives.............................................................................................................................................3Research Questions...............................................................................................................................4Rationale...............................................................................................................................................4Literature review .......................................................................................................................................5Introduction ..........................................................................................................................................5Definitions.............................................................................................................................................5Main Body ...........................................................................................................................................5Conclusion .........................................................................................................................................10Research methodology ...........................................................................................................................12Introduction ........................................................................................................................................12Research philosophy...........................................................................................................................12Research approach..............................................................................................................................12Data collection method.......................................................................................................................13Sampling approach..............................................................................................................................14Data analysis techniques.....................................................................................................................14Ethical issues ......................................................................................................................................15Reliability and validity .......................................................................................................................15Time plan ...........................................................................................................................................16Conclusion .........................................................................................................................................17REFERENCE .........................................................................................................................................182

INTRODUCTIONTopicTo Examine the Effect of Social Media Merchandising on User Purchasing Behavior: A Survey onNext PlcBackgroundShopping trends in UK market has changed in diverse manner so that business organizations arefocusing on diverse marketing tactics to attract more customers towards products and services. Socialmedia marketing is one of most commonly used marketing technique that enhances the businessopportunities in diverse manner. With an improved focus on social media tools the businessorganisations are attaining better growth with significant rate all over the world as well as UK (Brown,Broderick. and Lee, 2007). Customer buying behaviour is considered as a key perception of a customerwhile purchasing a product or service. It depends on lifestyle of people so it is essential for businessfirms to consider this factor as critical aspect. Social media marketing conceptualization determines theeffective growth and development of the business concern into the market. Beside this, social mediamarketing determine the entire operational activities of a retail firms. Therefore, the present study isgoing to examine the influence of social media marketing on consumer buying behaviour withreference to business operations and marketing tactics of Next Plc. Number of changes has been spotted in shopping trends so that business organization hasstarted using social media tools to promote products and services in an effective manner. Customers’needs and perception can be differ as per nature or culture of individual (Chaffey. and et. al., 2009).Therefore, this report discuss about the respective behavioural aspect of the individualwhich isassociated with purchasing of several product and services for accessing the services of Next Plc.Social media marketing approach is playing a significant role in growth of retail sector in all overallthe world. It means with an assistance of social media tools the organisations can impact businesssuccess and customer perception. In this regard, the investigation focuses on the use of various socialmedia tools by retail sector and its impact on the social perception while making decision regardingpurchase of products and services. AimKey purpose of current study is to determine its influence over the of societal mediamerchandising to the consumer buying behaviour. Therefore a UK's leading retail organization NextPlc has been considered. 3

ObjectivesTo determine the conceptualization of social media marking and consumer buying behaviour.To examine the components influencing consumer buying behaviour in online shopping.Analysing the effect of societal media marketing over the consumer buying objectives for NextPlc.To explore diverse social media tools and sites that are can be used by Next Plc to promote itsproducts and services. Research QuestionsDefine the various elements which are associated with the purchasing of the individual throughelectronic portals.Explain the functioning of the Social Media in the buying behaviour of customers?What kind of social media tools can be used by Next Plc to promote its products and services?How social media impacts the buying behaviour of Next Plc customer's? RationaleGlobalization is impacting the operational activities of every organisation as it has increased thecompetition level among domestic and international companies. Most of countries are considering it asa significant element of economic growth but various issues has also been identified with context toglobalization. To deal with the globalization content business organisations are focusing on variousmarketing techniques such as social media marketing (Chu and Kim, 2011). It plays important role inorder to increase awareness of different products and services among target consumers. Socialperception is also differed among customers due to differences in cultural aspects. Moreover, numberof studies has been conducted in context to social media but previous research has not identified thatrelation between social media marketing and customer buying behaviour. 4

LITERATURE REVIEW Introduction It is an important section of study in which researcher is carried out the evaluation of widerange of theoretical data which have been collected through several secondary sources such as books,journals, past studies and various online studies. The present study is organized to examine theinfluence of social media marketing on consumer buying behaviour with reference to marketingoperations of Next Plc (Constantinides, 2004). In this context, researcher evaluates wide range ofsecondary data that determines the behaviour of consumers in different situations. In addition to that italso examines the roles of social media for influencing the purchase decisions of people. DefinitionsAccording to Harridge-March (2009), “ Social media is termed as a combination of computerand internet based tools that provides significant support to different individuals or companies in orderto create, share, or exchange information that are associated with personal interest, opinion, andpictures or visual communication in realistic gathering.”Pfeffermann and Hulsmann (2011) defined that Social media is considered as a very effective clusterwhich consist of the different online communications channels which are devoted to gathering,conversation, exchange and cooperation.As per the viewpoint of Thomas and Housden (2011), “Consumer buying behaviour is definedas a mixture of buyer's knowledge, taste, purpose, and judgement point that is affecting buyer's actionat the retail store for buying the inventories.”Main Body Conceptualization of social media marketing and consumer buying behaviourIn the contemporary era, social media is identified as great platform that provides significantplatform through various individuals and companies are able to share their opinion, pictures andconstant on various internet based social communities such as Facebook, Twitter, Youtube etc. In thiscontext, the research of Evans, (2013) has evaluated that that the importance of social media marketingprograms is significantly emerged in current business era because companies are facing toughcompetition with various organizations and their product. In this context, the approach of social mediamarketing has found very effective in order to create distinct image of product. The term social mediapromotion is mainly based certain efforts that are carried out by different companies for creation ofappropriate content through which organization is able to bring into the knowledge of the individualwith the help of these networks(Evans, 2013). This process generates several positive outcomes forcompany that are in the form of electronic word of mouth (eWoM) which is termed as any contentcustomers share information with the help of Internet and its sources which are web sites, social5

networks, instant messages, etc. related to certain event, product, and service along with brand. Authorfurther argued that wide range of social media platforms are playing most crucial role duringpromotion of different product and services along with creation electronic word of mouth marketing.When the underlying communication is the mean through which information spreads from user to userthus it gains extra tending of users because it seems to come from a trustworthy and third-party sourceso as it is also termed as earned media rather than paid media. Flew, (2005) has stated that Socialmedia has become a platform in present business era because it is managed through internet that iseasily accessible to anyone. In addition to that increased communication for organizations provides anopportunity to management in order to brand awareness as well as reinforced client work. In addition,societal media function as a comparatively low-budget platform for social group through whichbusiness entity is able to manage wide range of marketing campaign within less cost that savesexpenditures of organization on different marketing channels (Morteza, 2011).The study of Zhang and et.al. (2011) has found some important elements that are creating hugeimpact on the success of different channels of social media marketing. In the regard, the law oflistening is identified as a most important term while controlling different element social media.According to this concept, the management of an organization has to follow the term that is morelistening and less talking. In this process, managers require to examine the views of target audience’sor online content and join discussions as per the marketing objective. Author further described thatprimary objective of marketing manager is to frame the belief in their mind to add on value in theirstandards (Fowler, 2009). In addition to that marketers need to systematically create content and takepart in talk differently through which the online followers can be volatile and they won’t pause tochange their topic of online conversation if management does not publish their content regularly. As per the study of Hill and Moran (2011) it has addressed that the success of an organization isgreatly depending perception of consumers and their attitude towards particular firm along with theirproducts that creates huge effect on purchase determination of masses during choosing variousmerchandise and services as per the distinct requirements. Therefore, assessment of consumer buyingbehaviour is played most important role in various management decisions. In this context, Golafshani(2003) stated that the Consumer behaviour is the termed as study of how individual customers, groupof consumers or organizations select, buy, use different kinds of goods, and services for satisfyingtheir needs and wants. This element also examines the actions of the consumers in the marketplacealong with objectives of those actions. In this process, marketers in particular organization make effortby understanding some certain elements that influence consumers in order to buy particular goods andservices. On the basis of this investigation, managers to top companies are able to examine demand ofdifferent products and services (Jonker and Pennink, 2010). Furthermore, this approach assists6

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