Social Media Impact on Marks & Spencer

This assignment analyzes the impact of social media on Marks & Spencer's business. It examines how customers use social media to gather information, make purchase decisions, and provide feedback on products and services. The analysis includes insights from a survey of 20 Marks & Spencer customers, highlighting their preferences for social media platforms and content types. The assignment concludes with recommendations for Marks & Spencer to improve its social media strategy and leverage these channels more effectively.

Research Project PART 2 -
Research Implementation

Table of Contents
PROJECT TITLE ............................................................................................................................1
TASK 2............................................................................................................................................1
2.1 Match resources efficiently to the research questions or hypothesis....................................1
2.2 Attempt the research proposal in accordance with agreed specification and procedure.......3
2.3 Record the collected data from the respondents in the form of frequency...........................3
TASK 3............................................................................................................................................5
3.1 Description of the research evaluation method with justification.........................................5
3.2 Interpretation and analysis of the outcomes in terms of the original research......................6
3.3 Recommendation and justification for future research.......................................................15
TASK 4..........................................................................................................................................15
4.1 Converted in PPT................................................................................................................15

PROJECT TITLE
To analyse the impact of social media on the customer choice and preferences with respect of the
Marks and Spencer company
Aims: To identify whether social media affects consumer choices.
Objectives:
 Identification of the effectiveness of the social media. In other words, it includes the
criteria in which the social media can be effective in today's modern era;
 To evaluate the way in which the consumers can be affected by the impact of social
media in this modern world;
 To identify whether social media affect consumer choices;
 Evaluation of extent to which the customers can be affected by the social media
marketing;
 Analysis of techniques and methods by which the impact of social media on consumers
can be evaluated.
TASK 2
2.1 Match resources efficiently to the research questions or hypothesis
In order to conduct an effective investigation for asses the impact of social media on the
customer choice, researcher required three major resources that is financial resource, technology
and human resources. Time is essential source because scholar have to accomplish the task
within given time period. In addition to this, human resource is another major element which
required in collecting the information about the topic. Human resources provides a detail
information about the subject by fulfil questionnaire. In order to collect the information,
researcher has conducted survey of the 20 customers. Following are systematic questionnaire
related to the social media impact on the customer choice of Marks and Spencer-
Demographic information
1. Name: ___________________
2. Age
 18 to 25 year
 25 to 40 year
1

 40 to 50 year
 50 and above years
3.From how many years you are purchasing the product and services from the Marks and
Spencer?
 In Every month
 Within 6 Months
 Within one year
 From 5 year
4. While you purchases the product and services which component affect to your decision ?
 Geographical factor
 Price factor
 Quality of product
 Others
5. Are you aware about the term of social media and its various channels like facebook, twitter,
instagram etc.
 Yes
 N
6. Does social media affect you purchasing decision within the Marks and Spencer?
 Yes
 No
7. Are you agree that Marks and Spencer using an effective channel of social media?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
8. Which tool of social media mostly used by the Marks and Spencer?
 Twitter
 Facebook
 You tube
 Other
9. What is major intension to use social media at the time of purchase the product and services?
2

 Collect the information about the product and services
 Post feedback regarding product and services
 Identify the best offers and discount about the product and services Identify the best
product and its alternative
10. Are you agree that company should improve its existing approach of social media?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
11. Recommend an effective strategy through which Marks and Spencer can able to improve its
use of social media
2.2 Attempt the research proposal in accordance with agreed specification and procedure
In order to investigate the research for achieve the objective, after prepared an effective
questionnaire about the topic, researcher has taken personal email id of 20 customers who
regularly purchase the product and services from the Marks and Spencer. Investigator has sent
the questionnaire to 20 customers for taking their review about the topic. With help of this
manner, investigator can collect the information about the social media can customer can able to
give answer without any biasses (Daniel and Sam, 2011).
2.3 Record the collected data from the respondents in the form of frequency
Theme 1: People used the social media
Age Frequency
18 to 25 year 9
25 to 40 year 8
40 to 50 year 2
50 and above years 1
Theme 2:People purchase the product and services
3

From how many years you are purchasing the product
and services from the Marks and Spencer? Frequency
Every month 8
Within 6 Months 6
Within one year 3
From 5 year 3
Theme 3: Factor which affect customer behaviour while they purchase the product and
services
At the time of purchasing the product and
services which factor affect to your decision ? Frequency
Geographical factor 5
Demographical factor 8
Psychological factor 5
Others 2
Theme 4:Many people aware the term of social media
Are you aware by the term of social media and
its various channels? Frequency
Yes 15
No 5
Theme 5:People influenced by the social media channels while they purchase the product and
services
Are you influence by the social media channels
while purchase the product and services? Frequency
4

Yes 17
No 3
Theme 6: Marks and Spencer used an effective channel of social media
Are you agree that Marks and Spencer used an
effective channel of social media? Frequency
Strongly agree 12
Agree 6
Disagree 1
Strongly disagree 1
Theme 7: Facebook channel mostly used by the Marks and Spencer
Which tool of social media mostly used by the
Marks and Spencer? Frequency
Twitter 5
Facebook 8
You tube 6
Other 1
Theme 8 Major intensions for use social media while purchase the product and services
What is major intension for use social media
while purchase the product and services at the
Marks and Spencer Frequency
Gather the information about the product and
services 8
Post feedback regarding product and services 5
5

Identify the bes offer and discount 5
Discover the best product and its alternative 2
Theme 9:Company should improve existing approach of social media
Are you agree that company should improve its
existing approach of social media? Frequency
Strongly agree 8
Agree 8
Disagree 3
Strongly disagree 1
TASK 3
3.1 Description of the research evaluation method with justification
Research evaluation is one major method in the investigation by which gathered data or
information about the subject through which information can effectively analyse and evaluated.
With help of research evaluation, scholar can able to analyse the collected data and obtain an
appropriate solution (Panneerselvam, 2014). There are two major method of the research
evaluation that is formative and summative (Arulrajah, 2015). In the context of formative
research, it is done at the beginning of the design project for direct the whole process. On the
other hand in the summative research evaluation, it is done at the end of the project. It used to
identify the best outcome for the research In the following research investigation, scholar has
used formative research evaluation technique in order to determine the best outcome of project
(Garner and Scott, 2013).With help of formative evaluation technique, scholar can able to
identify the best information for the topic.
3.2 Interpretation and analysis of the outcomes in terms of the original research
Theme 1: People used the social media
Age Frequency
18 to 25 year 9
6

25 to 40 year 8
40 to 50 year 2
50 and above years 1
18 to 25 year
25 to 40 year
40 to 50 year
50 and above years
Interpretation and analysis- As per the given data, it has been analysed that from the 20
customer in the Survey, 9 customers are used the social media who have age of 18 to 25 year old.
On the other hand from the 20 customers 8 are age of 25 to 40 year who used social media. In
addition to this 2 customer who have age of 40 to 50 year old. From this collected data it has
been analysed that social media has used by the 18 to 25 year old customers mostly.
Theme 2:People purchase the product and services
From how long you purchase the product and services
from the Marks and Spencer? Frequency
Every month 8
Within 6 Months 6
7

Within one year 3
From 5 year 3
Every month Within 6 Months Within one year From 5 year
0
1
2
3
4
5
6
7
8
9
Frequency
Interpretation and analysis- This section shown that most of the people purchase the product
and services from the Marks and Spencer every month. From the survey of 20 customers of
Marks and Spencer, 8 customers purchases the product and services within one month from the
cited venture. On the other hand 6 customers purchase the product and services within 6 months
from cited venture. Thus, from this data it has been analysed that mostly of the customer
regularly purchase the product and services from cited venture.
Theme 3: Factor which affect customer behaviour while they purchase the product and
services
While you purchase the product and services
which factor affect to your decision ? Frequency
Geographical factor 5
Demographical factor 8
Psychological factor 5
8

Others 2
Geographical factor
Demographical factor
Psychological factor
Others
Interpretation and analysis: This section stated that most of the people affected by the
demographical factor while they purchase the product and services. From the survey of 20
customers of Marks and Spencer, 8 customers affected by the demographical factor while they
purchase the product and services. On the other hand, 5 customers affected by the geographical
factor and 5 people affected by the psychological factor while they purchase the product and
services in the market. Thus, from this survey it has been analysed that most of the customer
affected by the demographical factor.
Theme 4:Many people aware the term of social media
Are you aware by the term of social media and
its various channels like face books, twitter,
you tube etc. Frequency
Yes 15
No 5
9

Yes
No
0 2 4 6 8 10 12 14 16
Frequency
Interpretation and analysis- This section shown that most of the people are effectively aware
about the social media channel. From the survey of 20 customers of the Marks and Spencer, 15
customers are well known by the channels of social media. On the other hand only 5 customers
are not properly aware about the term social media.
Theme 5:People influenced by the social media channels while they purchase the product and
services
Are you influence by the social media channels
while purchase the product and services at the
Marks and Spencer company ? Frequency
Yes 17
No 3
10

Yes
No
Interpretation and analysis: This information stated that many people affected by the social
media while they purchase the product and services. Researcher has been founded in the survey
that from 20 customers of Marks and Spencer, 17 respondents influenced by the social media
channels while they purchase the product and services. On the other hand only 3 customers are
not affected while they purchase any product and service from the market.
Theme 6: Marks and Spencer used an effective channel of social media
Are you agree that Marks and Spencer used an
effective channel of social media for affect
customer purchasing. Frequency
Strongly agree 12
Agree 6
Disagree 1
Strongly disagree 1
11

Strongly agree Agree Disagree Strongly disagree
0
2
4
6
8
10
12
14
Frequency
Interpretation and analysis: From this question, it has been analysed that Marks and Spencer
used an effective channel of social media. Researcher have founded in the survey that from the
20 customer of the Marks and Spencer, 12 customers are strongly agreed by this statement that
cited venture is using an effective tool of social media. On the other hand, 6 customers are just
agreed by this mentioned statement. On the other hand 1 customer is disagreed by this mentioned
statement. Thus, from this survey it has been analysed that cited venture is using an effective tool
of social media for its customers.
Theme 7: Facebook channel mostly used by the Marks and Spencer
Which tool of social media mostly used by the
Marks and Spencer? Frequency
Twitter 5
Facebook 8
You tube 6
Other 1
12

Twitter
Facebook
You tube
Other
Interpretation and analysis: This above data shown that Marks and Spencer mostly used the
Facebook channel for sale and promote its product and services. Investigator has been founded
from the survey that from 20 customers, 8 are said that cited venture used Facebook channel. On
the other hand from 20 customers only 6 are said that company used you tube channels ad 5
customer said that cited venture used twitter channel in order to sale and promote its product and
services.
Theme 8 Major intension for use social media while purchase the product and services
What is major intension for use social media
while purchase the product and services? Frequency
Gather the information about the product and
services 8
Post feedback regarding product and services 5
Identify the best offer and discount 5
Discover the best product and its alternative 2
13

Gather the information about
the product and services
Post feedback regarding
product and services
Identify the bes offer and
discount
Discover the best product and
its alternative
Interpretation and analysis- This section stated that most of the customer are used social media
channel for collect the information about the product and services. Researcher has founded from
the survey that from 20 customers, 8 are said that they used social media for collect the
information about the product and services. On the other hand 5 customers said that they use
social media for post feedback regarding product and services. Only 5 customers said that they
used social media for identify the best offers and discount. Thus, it can be said that from the
survey it has been analysed that customer used social media for collect the latest information
about the product and services of organisation.
Theme 9:Company should improve existing approach of social media
Are you agree that company should improve
its existing approach of social media? Frequency
Strongly agree 8
Agree 8
Disagree 3
Strongly disagree 1
14

Strongly agree
Agree
Disagree
Strongly disagree
0 1 2 3 4 5 6 7 8 9
Frequency
Interpretation and analysis: This section stated that Marks and Spencer should improve its
existing approach of social media. Researcher has been founded that from the survey of 20
customers, 8 are strongly agreed this statement that cited venture should improve its existing
approach of social media. On the other hand 8 customers are just agreed by this mentioned
statement. From the survey it has been founded that from the survey of 20 customers 3 are
disagreed by this mentioned statement that company should improve its existing approach of
social media.
3.3 Recommendation and justification for future research
From the whole investigation about the social media impact in the Marks and Spencer
company, it has been analysed that cited venture should more improve the approach of social
media in its business for sale and promote its. From the survey of 20 customers of cited venture,
it has been founded that 17 people are influenced by the social media while they purchase the
product and services. Thus, it has been concluded that social media greatly influenced people
perception and choice. It has been also analysed that from survey of 20 customers, 8 are said that
they used social media for collect the information about the product and services. On the other
hand 5 customers said that they use social media for post feedback regarding product and
15

services (McMillan and Schumacher, 2014). Thus, it can be concluded that there are various uses
of social media by which people use these channels. It has been also analysed that Facebook is
one of the channel which is mostly used by the customer in order to gather the data about the
product and services. It has been also concluded that Marks and Spencer is using an effective
approach of social media but still there are some requirements of improvement by which it can
boost its performance. Following are some recommendation for cited venture-
 Marks and Spencer should keep update its pages on the social media channels like
Facebook, twitter, You tube etc. so as customer can get recent information about the
product and services (Taylor, Bogdan and DeVault, 2015).
 Company should post the innovative and designed content, video, images about the
product and services by which more customer can attracted toward this. In addition to
this, cited venture should post the clear and relevant data and links so as customer can not
get confused while they purchase and read the information about commodities (Smith,
2015). Marks and Spencer should design online shopping application so as customer can easily
buy the product and services and make payment easily. This new shopping application
will assist to customer in finding the latest information about the product and services. In
addition to this, customer can easily place the desired project and make payment quickly.
Further Area
In the various areas like hospitality sector, travel and tourism sector, pharmaceutical
sector etc researcher can use and implement this above study by which he/she can able to obtain
an appropriate outcome. This research will aid to the investigator to identify the impact of social
media on the customer choice in another industries.
TASK 4
4.1 Converted in PPT
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REFERENCE
Books and Journals
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