The Impact of Social Media Marketing

Added on - 28 May 2020

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Running head:RESEARCH PROJECTResearch ProjectName of the studentName of the universityAuthor note
1RESEARCH PROJECTExecutive SummaryThis research had examined the impact of social media marketing on consumer buyingbehaviour. The different elements of social media marketing and consumer buying behaviourhave been identified. The study had developed suitable methodology, which includesquantitative analysis of data. The findings of the study show that majority of the consumers feelthat there is positive impact of social media marketing on the consumer buying behaviour. Theregression analysis inferred that there is strong positive correlation between both the variables.The objectives of the study had been linked with the findings to draw relevant conclusion.
2RESEARCH PROJECTTable of ContentsChapter 1..........................................................................................................................................41.0 Introduction................................................................................................................................41.1 Background of the study........................................................................................................41.2 Research Aim and Objective.................................................................................................51.3 Research Hypothesis..............................................................................................................51.4 Research Question.................................................................................................................52.0Literaturereview........................................................................................................................62.1 Social Media Marketing........................................................................................................62.2 Consumer Buying Behaviour................................................................................................72.3 Relation between the above...................................................................................................83.0 Research methodology...............................................................................................................93.1 Research Philosophy..............................................................................................................93.2 Research Approach................................................................................................................93.3 Research Design....................................................................................................................93.4 Data collection.....................................................................................................................103.5 Data Analysis.......................................................................................................................103.6 Sampling..............................................................................................................................103.7 Reliability and Validity........................................................................................................103.8 Ethical consideration...........................................................................................................11
3RESEARCH PROJECT4.0 Findings and Analysis..............................................................................................................124.1 QuantitativeAnalysis...........................................................................................................124.1.1 Demographic Questionnaire.........................................................................................124.1.2 Quantitative Questionnaire on social media marketing................................................134.1.3 Quantitative Questionnaire on consumer buying behavior..........................................194.2Regressionanalysis..............................................................................................................245.0 Conclusion...............................................................................................................................325.1 Objective 1-To identify the impact of social media marketing on consumer buyingbehaviour...................................................................................................................................325.2 Objective 2-To evaluate the different elements of social media marketing........................325.3 Objective 3-To evaluate factor for influencing the buying behaviour of consumers.........325.4 Objective 4-To recommend suitable strategies for developing the influencing theconsumer buying behaviour.......................................................................................................33References......................................................................................................................................34Appendix........................................................................................................................................37
4RESEARCH PROJECTChapter 11.0 IntroductionGlobalization has changed the business trends and buying behaviours of modernconsumers. The emergence of web 2.0 has changed the buying behaviour of the consumers byenabling them the access to large information. The consumers to compare different products andselect the appropriate product depending upon their current needs and wants use this information.Thus, the study will identify the important social media factors that will be essential for changingthe buying behaviour of the consumers.1.1 Background of the studySocial media is a medium, which has been commercialized by many global organizations.The availability of internet has increased significantly, which has connected the generalpopulation from all around the world to social media marketing. Thus, there is abundance ofinformation on the social media platform about different products starting form productspecification to review. This shows that the consumers have access to all the information theyrequire before making a purchase. This has been possible, as the social media users have startedsharing information about various products (Godey et al., 2016). Thus, the products that are goodat fulfilling the needs of the consumers are able to gain more sales than the products that are leastpopular in the market. Social media has provided the different global firms enhancement in theirbrand popularity and brand value. Moreover, it has facilitated in improving communicationthrough word of mouth, gaining consumer support by sharing business information and providesa positive impact on trust level on the consumers. There are certain social media factors, which
5RESEARCH PROJECTare important for affecting the buying behaviour of the consumers such associal interaction,trust, communication media and quality(Stephen, 2016). The study will try to evaluate theimpact of these factors on elements of consumers buying behaviour. The consumer buyingbehaviour depends on factors such as personal factor, social, factor, psychological factor andcultural factor.1.2 Research Aim and ObjectiveThe study will aim to recognize the impact of social media marketing on consumerbuying behaviour. The research will identify the different elements of social media marketingand their effect on the factors of consumer buying behaviour.Research objectivesTo identify the impact of social media marketing on consumer buying behaviourTo evaluate the different elements of social media marketingTo evaluate factor for influencing the buying behaviour of consumersTo recommend suitable strategies for developing the influencing the consumer buyingbehaviour1.3 Research HypothesisH0– Social media marketingdoes nothave an impact on consumer buying behaviourH1Social media marketingwillhave any impact on consumer buying behavior1.4 Research QuestionWhat is the impact of social media marketing on consumer buying behaviour?
6RESEARCH PROJECTWhat is the significance of impact of social media marketing on consumer buyingbehaviour?What are the different elements of social media marketing?What are the different factors in influencing the buying behaviour of the consumers?2.0Literaturereview2.1 Social Media MarketingSocial media marketing as put forward by Shaikh iet al (2016) is the modern generationmarketing tool utilised, which is the outcome of technological advancement. Contemporarybusiness organisations are shifting their marketing towards social media marketing to addressgreater number of customers in the target market, which is both helpful and cost efficient. Socialmedia marketing has four primary components as communicated by Hays, Page and Buhalis(2013), which are as follows.Social Interaction –Ashley and Tuten (2015) viewed the opportunity of social interaction usingsocial media marketing as it helps the company to directly communicate with the customers andinvolve them in the marketing process. The interaction mechanism as identified by Gensleret al(2013) can be customer review, event promotion etc., which can be used by the companiesthrough their social networking pages as well as their website for generating idea about thespecific needs of the customers.Communication Media –Communication media as communicated by Bacile, Ye and Swilley(2014) are the means of delivering and receiving information. Use of this factor in social media
7RESEARCH PROJECTmarketing refers to the channel used by the company to interact with customers. They can beemail, sms, telecommunication, television advertisement etc.Quality –Quality is another major factor in social media marketing, which refers to the qualityof the content. Mohsin Butt and Aftab (2013) argued that the quality of the content of the qualityplays significant role in communicating value to the customers. Quantify of the content promotedhardly matters if hte quality fails to communicate the necessary message to the customers.Trust –The last important factor in social media marketing as put forward by Mohsin Butt andAftab (2013) is the building of trust. This makes it necessary for the marketer to maintaintransparency for building trust among the customer that in turn helps in increasing valueproposition.2.2 Consumer Buying BehaviourConsumer buying behaviour on the other hand as defined by Liuet al(2013) are theinfluential factors that heavily influence the decision making process of the individual consumer.They can be divided into four factors.Culture –Cultural background of the customer is an important factor that heavily regulates thepurchasing behaviour of the customers. As identified by Zhanget al(2103), individual belongingfrom the different culture develop different needs that can be satisfied by particular products.Hence, marketers require developing and promoting their products addressing customers fromdifferent cultural background.Social –Social factors in customer buying behaviour as argued by Cantallops and Salvi (2014)are the influence of the social circle that considerably modifies the purchasing behaviour. Forinstance, word of mouth is one of the greatest social influence that determines the purchasing
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