Influence Consumer Purchasing Decisions Through Social Media

The assignment consists of 11 questions that assess the importance of social media in influencing consumer purchasing decisions. It includes multiple-choice questions that cover various aspects such as the impact of social media on customer behavior, preferences, and choices, as well as the effectiveness of businesses in using social media to influence consumer choices. The questions also touch upon the role of social media in creating interest among new customers and its negative impact on providing information.

Ways to improve the Social
media advertisement to
enhance on consumer
behaviour

ABSTRACT
In the present dissertation, researcher has focused on identifying the ways to improve the
Social media advertisement to enhance on consumer and behaviour. Scholar have focus on the
different social media platforms such as Facebook, Instagram, Twitter etc. which helps the
organisation to serve the high level of and helps to influence the behaviour of the customers. In
addition to this, the major objective of this dissertation is to find the way how social media
marketing evolved and what are its strength? What use does it change in the current market
situation of London? With that the dissertation is going to cover the impact of social media on
consumer behaviou ? And if so, how important it this for marketers. It is also going to cover the
different aspects such as stages of consumer decision-making which can be influenced by social
media advertising and consumer perceptions and attachment with the brand; affecting the
consumer behaviour, , and loyalty.

TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................1
Background of the study.........................................................................................................1
Research aim..........................................................................................................................3
Research objective..................................................................................................................3
Research Question..................................................................................................................3
Rationale of the study.............................................................................................................4
Focus and Purpose..................................................................................................................4
Research Problem and Hypothesis.........................................................................................5
Significance of the research....................................................................................................5
Dissertation structure..............................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................9
Social media marketing evolved and what are its strength? What use does it change in the
current market situation of London?......................................................................................9
What are the stages of consumer decision-making which can be influenced by social media
advertising and how?............................................................................................................10
Consumer behaviour and be affected by the social media advertisement and if it has affected
than how it is significant for the marketer?..........................................................................11
Link of consumer behaviour, and consumer decision making with the social media
advertisement?......................................................................................................................14
Use of social media marketing as the tool to alter the consumer choices and preferences..15
CHAPTER 3: RESEARCH METHODOLOGY ..........................................................................20
Research Philosophies..........................................................................................................20
Research approach................................................................................................................22
Research strategy..................................................................................................................23
Research design....................................................................................................................23
Data collection......................................................................................................................24
Sampling...............................................................................................................................26
Data analysis.........................................................................................................................27
Ethical consideration............................................................................................................27

Research limitations.............................................................................................................28
CHAPTER 4: DATA ANALYSIS ...............................................................................................28
Data Analysis and Interpretations........................................................................................33
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................43
Conclusion............................................................................................................................43
Recommendation..................................................................................................................45
REFERENCES..............................................................................................................................48
Appendix........................................................................................................................................50
Questionnaire........................................................................................................................50

CHAPTER 1: INTRODUCTION
Background of the study
Social media advertisement is the internet based marketing, when the different
organisations are using the internet technologies to serve promotional advertisement to their
target market. It is the message and promotional advertisement which is delivered through
various channels such as search engine online advertisement, email, banner ads on websites and
mobile, affiliates advertisement and different social media platforms such as Facebook,
Instagram and Twitter, etc. It has been developed in between 1990's and 2000's and have
changed the process of using different technologies for marketing their brands and business. As
the digital advertisement has increased in the daily life and marketing plans, individuals have
been using digital platforms to buy the products and access to services instead of using the
physical shops. As compared to the physical marketing, digital advertisement is becoming more
efficient, effective and prevalent. There are several ways by which the organisation can use
digital advertisement that are search engine optimisation, content marketing, search engine
marketing, content automation, influencer, data-driven, e-commerce, campaign, email social
media marketing, display advertisement, etc. Nowadays, digital advertisement has extended and
company is using applications for promotion of services. It is the term which is first used in
1990's but it has roots from the mid of 1980's when the Channel Net and Soft Ad Group have
created marketing campaigns for the Auto-mobile organisation. In the year 2000, a survey was
made by UK where most of the retail companies have registered their own domain on internet
which state that it has rapidly increased digital marketing as well as being adopted by the
consumer. The term used for the digital advertisement are online, web and internet marketing.
By the year 2010, it has been estimated that digital advertisement has made 4.5 trillion ads and
there is increase in the digital marketing by 48%.
Consumer behaviour is the study of group, individual or organisation where all the
operation is associated with the buying, use and disposal of goods and services. It also includes
the consumer mental, behavioural and emotional responses which is to be followed by the
manufacturer and different organisation who is selling different products and services. It has
taken existence between the 1940's and 1950's as a subject in the marketing area. It is the inter-

disciplinary social science that consist of different elements that are Psychology, social
anthropology, behavioural economics and sociology. It is the estimation of consumer emotions,
preferences, attributes at the time of buying any products and services. It is very important for
the organisation to have deep knowledge and research on consumer behaviour in order to attract
and retain their target market. Social media marketing have sifted the paradigm of that how the
organisation market themselves and gain competitive advantages. Before purchasing the
products by the companies, they can see and analyse the reviews and comments, and this help
them to make decision that which brands they can choose to buy products and services. After the
introduction of digital marketing consumer are becoming more engaged and informed about the
different characteristics and features of the various products they buy. Social media marketing
not only help the consumer to make decision regarding purchase, it also creates the brand image
of the organisation. With the help of digital marketing, retail outlets can have direct contact with
the consumer or the end users. Consumer behaviour can be reflect with the help of their buying
preferences about the brand and different products and services from the retail stores.
The technology is advancing day by day, due to that there is rise in the internet and web,
the people are not interacting on the social media platforms and compare to the physical
communication. Digital world create more connection between the individuals, as people who
are living in several territories, does not communicate by physical form, they need to
communicate with the internet and web platforms such as Facebook, Twitter, Instagram, etc.
Different business have grab this opportunity and have started communicating with the customer
by digital or virtual based. This serve them effective connection and communication with the
large customers who cannot buy products and services from the physical store due to
inconvenience. Development of these technologies have shifter the consumer behaviour, nor
have companies to change the way of interaction and communication with the consumer. In
simple words it is said that the organisation have to shift towards the digital technology in order
to market and sell their products. Due to this there is change in the consumer decision making
process. The retail sector of the London have shown the increase in sales and productivity with
the help of enhancing their digital marketing. There are several digital platforms that are used by
the organisation such as email marketing, online advertisement, Affiliate marketing, SEO, PPC,

social media marketing. Email marketing is the communication of message with the help of
electronic mail to the selected audience. Online advertisement is the marketing of products and
services on the internet. Affiliate marketing is the selling of products with the affiliatemarketers
and acquire rewards for the referrals. Search engine marketing is related to the web searchers,
pay per click is the advertisement where the marketer have to pay for per click made by the
consumer. And social media marketing is the sharing and publication of content by the person on
different social platforms such as Blogs, videos and images.
Research aim
Aim of the study is to “To identity the ways to improve the Social media advertisement
to enhance on consumer behaviour : A case study on Tesco PLC”
Research objective
 To understand impact of Social media advertisement on stakeholder of organisation and
business
 To analyse impact of Social media marketing on consumer behaviour with that how it
can be used to gain competitive advantage
 To study about retail industry and use of Social media in promoting business.
 To analyse and evaluate different methods that can advance social media effectiveness in
order to attract consumer.
Research Question
 How has social media marketing evolved and what are its strength? What use does it
change in the current market situation of London?
 How social media can effect on consumer behaviour? And if so, how important it this for
marketers?
 What are the stages of consumer decision-making which can be influenced by social
media advertising and how?

 Can social media advertising be used for altering consumer perceptions and attachment
with the brand; affecting the consumer behaviour and loyalty?
Rationale of the study
In order to conduct the research, there are several reasons which affect in the mind of
researcher. In this way, the investigator creates curiosity and interest and this is one of the key
reason by which he has chosen the topic that is impact of digital advertisement on consumer
behaviour in the retail organisation as the dissertation topic. Scholar has good understanding and
knowledge related to the topic that is the key reason he or she has selected this topic for the
further research. With that he or she has relevant and significant information and data about the
topic and it is another reason why the researcher have selected this topic. With this he or she has
enough and detailed data about the subject which help him or her to conduct the successful
research.
As the Social media marketing have created great impact on the behaviour of consumer
which help them to make effective decision related to the purchase and making choice from the
different brand. In the today's era, people have started purchasing from online stores rather than
physical store. This impact have influenced the researcher to conduct research on this topic.
Focus and Purpose
In this present Dissertation, the main objective of the researcher is to analyse the effect of
Social media marketing on consumer behaviour in the retail industry. Researcher actually want
to know that how the different platforms of social media affect the consumer behaviour and
consumer decision making. The dissertation explain how social media marketing is significance
for the marketer in order to promote their brand with that attract and retain customers. Thus, it is
very important for the different organisation to implement different form of virtual marketing to
gain competitive advantage and influence consumer behaviour
Research Problem and Hypothesis
After the development of Information technology and digital technologies, it has
enhanced the communication level about the information to the target market and end users.
There are several medium by which the organisation can use the digital marketing such as social

media, digital advertisement, email, content marketing etc. These all activities are linked
together to promote the products and services of the company. As the Social media marketing
have enhanced, there is rise in the new medium of communication and digital advancements.
With addition to this the organisation which are using the traditional form of
advertisement such as public relationship, banners and billboards in order to promote their
content are also started using the innovative ways that is Social media marketing to promote
their brand. Some organisations are able to attach their consumer at lower extent and some are
doing at the greater extent in order to influence buying behaviour, utility and continuity.
In this research, investigator is going to analyse the different advantages of social media
marketing and how it can influence the consumer behaviour at the context of decision making.
The research also identify how the digital marketing affect the target market in UK. Does this
marketing techniques influence the market share or group in the London have been discussed as
the issue in this dissertation. This topic need deep research in order to make researcher more
clear and visible.
Significance of the research
This research is going to shed light on the several aspects of the marketing especially on
the social media marketing while promoting the brand or their products and services. Marketers
are taking promotion activities very seriously, if they launch any new product or if they are
making any changes to their existing products. These activities are done so that marketers can
influenced the decision of the consumer, who are taking less interest in the products and services
of the organisation and are not buying their products. Social media marketing have change the
perception of the people that is converting the desire of people into purchase decision. Social
media marketing provide information to the consumer to compare different brand and products
and services of different brands in order to make purchase decision. It has created very strong
effect on the marketing system of various organisation and that is the reason the marking
department have been giving more emphasis to it. For conducting the research on this topic, will
be more critically sound and clear for the marketers that social media marketing have affect the
many other factors also other than consumer behaviour such as consumer decision making,
customer loyalty, their taste and preferences etc.

There are several issues that are faced by the marketers related to the digital marketing
and how those implications and issues can be managed by the marketers in order to gain
competitive advantage. Marketer and consumer interaction have been changed significantly after
the involvement of social media networks. There is very large growth and development in the
web platforms which have changed the behaviour of consumer as well as their decision making
for purchasing the products and services of the different brands. With this evolution, consumer
wants that organisation should re-strategies their marketing operations with the help of social
media space. It is very significant for the marketer to understand the importance of social media
marketing and how it can change the behaviour of consumer. It helps to understand the rise of
social media platforms to the researcher and marketing department use different options in order
to market their brand, goods and services. This research project will help the researcher and
marketer to understand the application of content for social media marketing in order to engage
customer and influence their decision to purchase the product and services.
Dissertation structure
In this dissertation, it includes several chapters which assist the researcher to attain the
objective of this study. The chapter have been discussed are as follows:
Chapter 1: Introduction: In this chapter, there is brief introduction about social media
marketing and consumer behavioural, as well as it also includes the significance of social media
marketing to influence consumer behaviour and consumer decision making. With that in the
introduction chapter, aim, objective and research question have been prepared. Moreover, it
includes detail description about the whole dissertation, with that brief of research methodology,
data interpretation and analysis also been included in this chapter. This, it is said that
introduction chapter is very important for the dissertation which give brief outline that what is
included in the whole dissatisfaction
Chapter 2: Literature review: once the introduction part have been completed about the
dissertation, the next chapter will be literature review which is prepared by the investigator. It is
also very significant for the dissertation. It assists the researcher to acquire deep knowledge and
understanding about the topic of dissertation. The investigator have focus on the several themes
of the topic that is to identity the ways to improve the Social media advertisement to enhance on

consumer behaviour. The themes include consumer behavioural, consumer decision making,
customer loyalty and influence of social media marketing on these factors. These themes give
effective knowledge and understand about the subject of dissertation. It shows the influence of
social media marketing on the consumer behavioural model and consumer decision making.
Chapter 3: Research Methodology: Once the Literature review have been completed
by the researcher along with the different themes in order to gain effective background of the
knowledge, the next chapter is research methodology. It is one of the most significant chapter of
the dissertation which serve proper solution or outcome of the research. Research methodology
includes several methods that are research philosophy, approach, data collection, data analysis
and interpretation, sampling and research design. The key objective of writing the research
methodology to justify the techniques which have selected by the examiner in the different
heads.
Chapter 4: Data analysis and interpretation: Once the research methodology have
been effectively completed in this dissertation, then the investigator will analyse all the data
which have been collected on the primary or secondary basis. In this chapter, the researcher will
select the appropriate tool and techniques to interpret and analyse the data. In this chapter,
examiner will evaluate the information and data with the source of interview and survey. It is
very significant chapter in the whole dissertation, without data analysis and interpretation, the
researcher cannot draw conclusion out of the dissertation.
Chapter 5: Conclusion and Recommendation: once the information is collected and
analysed in order to draw out conclusion or to find the solution of the problem the organisation
are facing, the next and final chapter will be conclusion and recommendation which have been
made by the investigator. Thus, this chapter provides the final outcome or result of the study.
With that this chapter also includes the recommendation made by the examiner in order to fill
the loopholes which is suitable for the organisation.

CHAPTER 2: LITERATURE REVIEW
Social media marketing evolved and what are its strength? What use does it change in the
current market situation of London?
According to the view of Balladares and Kennett, (2017) social media marketing refers to
marketing of products and services using social media technologies such as internet, mobile
phones, display advertisement, email, social media, websites and other social media medium.
Social media marketing was developed since 1990 and 2000 has changed the method of doing
business. But the idea for social media marketing was developed in the mid of 1980's, when The
soft Ad group, now known as Channel net, developed advertising campaign for auto mobile
industries: when people had replied in cards found in magazines and received in return floppy
disks that contained multimedia content for promoting cars. Social media marketing has changed
the way organisation utilise the technology for the purpose of marketing of product and services.
Bruce and Rao, (2017) argues that Advancement of technology has not only changed the
way adopted by business entity to promote their product but it has also changed the method used
by consumer for buying goods and services. The social media marketing techniques has
provided the way to customer to easily search for product online and has provided consumer
opportunity to buy product online. The various other techniques such as search engine
optimization, social media optimisation, email marketing has provided the opportunities to
organisation to understand the consumer behaviour and provided the platform to industries to
examine the various factors that plays vital role in influencing buying decisions of consumer.
Social media marketing now has greater extend to non-internet channels that provide social
media platform includes Facebook, twitter and instagram. There are various strength of social
media marketing, that includes social media marketing extends the geographical reach of project.
Other than that, it eliminates travelling and other cost associated with marketing of products and
services. Social media marketing technique provide learning opportunities for both young and
for adult researchers. It also provides advantage to explore more sources for conducting research.
Social media marketing encourages children and young people to participate in research
activities.

According to the view of Carvalhosa and Machado, (2017) social media marketing have
been increase very rapidly in UK, several organisations are engaged in creating their brand
awareness with the help of online platforms such as Facebook, twitter, their websites etc. In the
year 1998. The UK organisation have spent 3.9 billion on online advertisement, by the year
2005, it has increased rapidly and they have spent 13. 66 billion and by the end of year 2016
they have spent 36.50 billion. In contradicting view of Jeong and Jang, (2016) The UK current
online expenditure is 18,553 million from which they have spent £1,835 on email marketing,
£4911 on TV adds, £575 on radio, £1019 from out of home, £1370 on National Newsbrands,
£1253 on Regional Newsbrands, £993 on magazine brands, £202 on cinema and the highest that
is £7194 on internet.
What are the stages of consumer decision-making which can be influenced by social media
advertising and how?
According to the view of Springer and Smith, (2017) the concept of marketing is based
on understanding the psychology of consumer. There are five stages involved in consumer
decision making process that start from-Problem recognition and end to post purchase
behaviour. Problem recognition is the initial stage where the need of the product is been
identified by consumer that is triggered by internal and external stimuli. Need of the product is
identified by consumer when its present state differs with existing state. The marketing people in
organisation influence customer to buy their brand product, they do this by giving effective and
attractive advertisement. Various advertisement techniques such as social media marketing
technique are used by marketers to recognise consumers problems related to buying decision
making process.
In contradicting view of Goyal, (2017) after recognition of need of the product the next
step is information search. In this stage the various internal and external sources are used by
consumer to search for data about product. Internal sources are present in the mind of customer
while advertisement and media are external sources used by consumer for gathering information
about product. During the gathering of information about product, the various brands are being
compared by consumer and they have much of their focus on buying reputed brand of product.

Business organisation should analyse the client choices to search for data in social media space.
After identifying the choice of consumer organisation should taker initiative to develop social
media platform where consumer can easily search the information about the product.
According to the view of Hamilton, (2017) the third stage in consumer is evaluation of
alternatives. In this stage various others alternatives are being searched by client in order to fulfil
their needs and demand. In this stage the consumer buying decision is influenced by various
factors such as values and beliefs. These factors encourage to the consumer in order to search
other alternatives for satisfying their needs and wants. Their other factors such as price, quality,
presence of substitute product etc. also plays vital role in motivating customer to buy substitute
product. The business entity should take initiative to design innovative social media marketing
strategy to attract and retain customer.
Harms and Hoekstra, (2017) argues that the next step after evaluation is buying decision.
This stage occurs once particular brand is selected and the consumer intends to buy the products.
In this stage again the decision process of buying the product is hindered due to risk factor. The
risk factor has influenced on buying product by customer. According to the view of Kannan,
(2017) in this stage, various perception about risk, uncertainty, amount of money etc. encourages
client to postpone or to avoid purchasing such product. The business cooperation can provide
such information through social media marketing which helps client in eliminating perception
about various threats faced by people while buying goods.
In contradicting view of Rodgers and Thorson, (2017) the final stage is post purchase
behaviour. At this stage the satisfaction or dissatisfaction is gained by consumer from the
experience of buying their product. At this level produced is being promoted by satisfied by
client while feedbacks and complains about products are being made by dissatisfied clients. This
is the stage where important role is played by business organisation. The business unit provides
social media marketing platform to share their views, complain and feedback about products.
These channel also provide opportunity to industry to analyse the need and demands of
consumer. This social media marketing also provides opportunities to business unit to attend
customer reviews, feedbacks and complains regarding products. This platform helps organisation
in building relationship with their clients and understanding their behaviour.

Consumer behaviour be affected by the social media advertisement and if it has affected than
how it is significant for the marketer?
According to the view of Rowley and Keegan, (2017) Consumer behaviour is that how
the individual, group and industries consumer buy, use and dispose the goods, services and
experience in order to cater the needs and wants of the consumer. Consumer behavioural can be
affected by several factors such as perception, promotion, brand image, branding etc. these all
factors affect the overall impression on the customer about the different products and services.
One of the most important factor that affect the consumer behaviour is social media marketing. It
has greatly affected the consumer behaviour. Most of the people buy goods and services because
they want and need that products and most of the customer buy it because they are influenced by
the marketing activities made by the organisation. It is very important for the different
companies to do effective marketing activities by the social media platforms so that they can
attract those consumers which does not think more about the money. There is increase in the
internet and virtual platform by which marketers can connect and create relationship with the
consumer. This channels have given more choice to the clients and that is only the reason that
influence the power and behaviour of the customers. These social media platform help the
organisation to reach the consumer worldwide. It also helps the organisation to analyse the
customer preferences that what customer select and purchase from the different companies from
all over the world, and this analyse is made with the help of market survey or by taking
interview etc.
In the contradicting point of Robert Allen best ways to improve social media marketing
effectiveness, (2016) by delivering online experience, marketers can influence the decision and
behaviour of the consumer and this made by serving proper information about the brand with
their product and service. There are several online experience such as finding, selecting and
analysing information with the online transaction helps the markets to find the potential of
internet strategies. Many organisations in the London are investing huge fund on the social
media marketing so that they can use several platforms which helps them to expose large
customer for their goods and services.

The research conducted by the Balladares and Kennett, (2017) Internet is the effective
tool by which different companies can create their strong brand image as well as help them to
gain competitive advantage. Different companies can use several platforms of social media
advertisement in order to serve information to the customer as well as to connect the customer
worldwide. It also helps them to provide organisational data to their stakeholder in order to
create positive image of the firm. With this is it analysed that consumer are also responding to
the retailer companies on social platforms. Retailers need to coordinate and plan with their
marketing departments in order to execute different ways to connect with the customer and
general large sales from them.
In the contradicting view of Bruce and Rao, (2017) is the new tool by which companies
can interact with the customer, it is effective way by which organisation can collect the data
about different customer and their buying preferences. When the data is collected, next stage is
to analyse them. With this technique, company can find what consumer is buying, when they are
buying, from whom they are purchasing and what are their taste and preferences. After
identification of all the consumer behaviour aspect, the firm select different strategies in order to
attract and cater the needs and wants of the consumer. Other than that the factor that influence
the consumer behaviour by social media marketing is, consumer find all the information about
the different brands, different products and serves of the brand, price of the products that
different retailers offers and what promotion are given by the different retailers. After collecting
the information, customer will analyse and compare the data. By this way customer will choose
the best product at the best price and promotion. The all advantage of the social media marketing
helps the organisation to influence the behaviour of customer.
According to the view of Carvalhosa and Machado, (2017) social media marketing is
used by the organisation throughout out the customer cycle. The customer cycle start from the
brand awareness to the management of customer service after sales. The organisation make
brand awareness with the help of social media pages such as Facebook, Pinterst, Twitter and
Instagram, etc. after that they serve proper information about the products. Nowadays the
information also includes the reviews of customer who have already used the products. This
helps them to create positive brand name of their retail company. Other than that provides

companies related to the issues they are facing related to the products and service they use, when
complains are solved by the company and customer is satisfied then behaviour of customer is
influenced to purchase that product again and be loyal for the organisation.
Link of consumer behaviour and consumer decision making with the social media
advertisement?
According to the view of Springer and Smith, (2017) Consumer positive behaviour and
consumer decision is dependent on several factors such as product, price promotion, brand
management, branding etc. Brand management and branding also plays very significant role
while influencing the behaviour of consumer and convincing him or her to buy the products and
services of their retail outlet. Brand image is the perception of customer for any company which
may be positive and may be negative, and brand image is totally depend on the brand
management of organisation. Branding is the process to create unique image or name of the
products and services in the mind of customer, it is basically done with the help of advertisement
with any theme. It helps the company to create distinct and differentiate image from the other
competitors in order to attract large customer and retain old and loyal clients.
In the contradicting view of Goyal, (2017) Branding is the process of giving the meaning
to the specific products and services by shaping and creating a brand in the mind of consumer. It
is the strategy used by the organisation to name the company so that customer can quickly
identify and differentiate their product and services from the competitors. The key objective for
doing branding us to attract and retain loyal customers by serving the products and services
which is always aligned with the brand promises. The perception and image plays very
significant role I buying behaviour of the consumer. It helps the companies to charge the
different price from the other competitors so position of the brand plays the key role in the
success of the company. Social media marketing plays key role in promoting the brand of firm.
Thus, management of brand is very significant for the venture to have long run success. There
are several issues related to the brand which is faced by the consumer, at that time firm need to
take care of that problems and solve them on the spot.
According to the view of Agnihotri and Krush, (2016) As an emerging e-commerce
business model, social commerce distinguishes itself through leveraging social media in

affecting customer’s purchase decision making. However, in the context of social commerce, the
specific mechanism between social media as an important intangible and leading measure of
business success, has not yet been fully understood. Based on social capital theory, we develop a
model that explains how social media enhance customer satisfaction by facilitating three facets
of social capital attainment, i.e. social interaction ties, shared language, and trust, through social
presence and interactivity. The social capital would encourage social interaction and
collaboration among consumers to exchange domain knowledge and experience, which lead to
informed and accurate purchase decision and overall satisfaction lift. In the contradicting view
Rychalsk and Palmer, (2017) there are several ways by which organisation can enhance
customer's positive behaviour with the help of social media platforms. Such as Use social media
to answer customer questions and solve problems, Use social media to keep customers
informed/alert them to problems or promotions, Use social media to turn a neutral or negative
experience into a positive one etc.
Use of social media marketing as the tool to alter the consumer choices and preferences
According to the view of Jeong and Jang, (2016) Consumer make decision by allotting
their scare income across all the goods and services in order to have optimum behaviour. In
simple words it is said that consumer decision for products are services are made according to
their financial budget. Utility is the want influence power of the commodity. It is being said that
the level of satisfaction reduces when individual consumer more quantity of goods but at the
standard level. Consumer value id measured in the terms of relative utilities between the
different goods and services. These all reflect the consumer choices and preferences. Consumer
preferences are defined as individual taste which is measured by utility of various bundles of
goods. Preferences are always independent from income, which state that person preferences
does not change when price of goods or income of person change, this is because the customer is
gaining high level of satisfaction from the goods and services. Consumer dislikes and likes
cannot be determined by their ability to purchase. The person can have preference to by Audi by
does not have financial ability to buy it, thus the financial ability cannot derive customer choice
and preference.

In the contradicting view of Agnihotri and Krush, (2016) there are several factors that
have direct and indirect impact over the customer choices and preference. That factors are
psychological, cultural, social and personal. Consumer preference ultimately result in consumer
decision for purchasing of product and services. After understanding the different factors which
leads to customer preferences and choices, marketer can alter their choice in order to influence
them to purchase their product and services. Social factors consist of customer's references
group, member and aspirational groups, roles, status, family etc. membership group usually
related to the social origin, place of residence, work, hobbies, leisure, age etc. these all factors
have great impact over the consumer preference for the product and services. Family is the factor
where the individual evolve, acquire values and shape their personality. They also develop their
opinion and attitudes on the different subjects such as society, social relation, politics etc. Social
roles and status is the position of the person in his or her society, family, country club and
friends. Personal factors include the person’s lifestyles, activities, hobbies, consumer habits,
values etc. Purchasing power is the financial ability of the person to buy products and services at
particular time period. Lifestyle is the person’s activities which includes its interest, opinions and
values. Psychological factors includes individual's perception, motivation, values, beliefs and
attitude.
According to the view of Rychalsk and Palmer, (2017) other than that, social media
marketing have great impact over the customer choices and preference. There are several things
in social media advertisement that can influence the individual taste, preference and choices in
order to make decision in effective way. The factors that are social conversation, online
engagement of customers, Authentic Facebook conversation, 24*7 availability. There are several
social media platform such as Facebook, Twitter, Instagram, email etc. Consumer generally use
social media platforms in order to make connection and conversation. The research state that
people mostly use social media like Facebook, What's app etc. to connect with their family,
friends as well as they follow trends, find different information and reviews about products and
services. They also comment on different products that what is new and trendy which helps other
customers to have review about the different products and services that are available in the
market. After the recession in 2008, people have become more cautious for their own spending,

their choices have become very typical. In simple words it is said test customers want large
specification and features in the product at lowest price. Their perceived value have reduces. In
order to change taste and preference of the customer, marketer trigger their needs and wants with
the help of social media or social media marketing.
Illustration 1: Reason for social media use by customers
(Source: Influence Consumer Purchasing Decisions, 2016)
In the contradicting view of Zablah and Brown, (2016) organisation should connect
different customers online, they should organise different programs on the internet. This will
have influence over the customers and helps the venture to know their client's taste and
preference. The programs should be interactive, where customers take initiative to take part in
that programs. This will create good brand of the organisation and this is how the taste and
preference of the customers is influenced. Other than that with the help of social media
marketing, customers and ventures are available all the time. The research have said that 42% of
complaints are made by the customers on social media platforms. Analyse and evaluate different

methods that can advance social media effectiveness in order to attract consumer and serve high
satisfaction to the customers

CHAPTER 3: RESEARCH METHODOLOGY
In this dissertation, after making the analysis of literature review where different
information given by the different anthers, the next chapter of the dissertation is research
methodology. With the help of this chapter. Researcher analyse and collect the information about
the topic to identity the ways to improve the Social media advertisement to enhance on consumer
behaviour. Research methodology is the most significant chapter of the dissertation which helps
the investigator to analyse the information and obtain the appropriate solution of the problem. It
is the theoretical systematic analysis of the different techniques which is implemented on the
investigation. In simple words it is said that research methodology is the process by which
researcher gather the information in order to make effective decision to solve the problem. There
are different kinds of methods in the research methodology which consist of research
philosophies, research approach, research techniques, data collection, data analysis, research
design, sampling etc. in order to solve the problem or issues by the researcher, all these
techniques are applied in an effective and efficient way (Hamilton, 2017).
For this research or dissatisfaction, the main aim is to identity the ways to improve the
Social media advertisement to enhance on consumer behaviour For this research, the scholar
have used different techniques by which researcher can arrive at the particular solution. It is very
significant for the investigator to select the best techniques by which he or she can collect the
data in proper way and analyse them in effective way to serve fruitful results. In this dissertation,
researcher have selected primary and secondary research to collect the relevant information and
data (Jeong and Jang, 2016). For the primary data collection, survey is done and for secondary
data collection, information from different sources have been collected that ate national
marketing forum, retail annual report, consumer statistics, economist and Forbes. To address the
solution of problem in appropriate way, scholar have used different methods in research
methodology that are as follows:
Research Philosophies
This is the technique by which it helps the researcher to serve the way by which the data
and information is being collected, evaluated and used. In simple words it is said that this
technique serve the process of conducting the research in appropriate way. It helps the

investigator in order to identify the different objective of the research which is based on the aim
of the dissertation. It also helps the investigator to find the way by which data or research is
being analysed. It is also another important aspect for ever dissertation in order to collect and
analyse the data in effectively way so that solution can be addressed in appropriate manner. It is
considered as overarching aspect which is relates with the knowledge development. This
technique helps the scholar to have proper understand and knowledge about in order to conduct
the investigation (Agnihotri and Krush, 2016). There are two major types of research philosophy
that are used in the dissertation, that are interpritivism and positivism. In positivism, different
test is being conduct which is based on the research hypothesis. Positivism research philosophy
is based on the qualitative method of investigation in which investigator conduct the survey
where structured questionnaire is prepared in order to collect the information about the subject. It
helps the researcher in collecting, controlling and structuring the approach of the investigation. It
is said that positivism research philosophy helps the investigator in order to take right decision at
the right time and for the right aim and objectives. In order to addressing the actual goal of the
research, scholar can largely beneficial with the positivism philosophies. This technique believe
in the sociology under relationship can be find with the different independent and dependent
variables. Whereas in the context of interpritivism, researcher can able to give a proper
consideration in relation to the problem in the investigation (Rychalsk and Palmer, 2017).
In this research technique, investigator finds the proper fact and figure that are associated
with the problem in order to find effective solution. The researcher have selected pragmatism
research philosophy which helps the investigator to find more results of the research as well as
moderation in the expected result can occur. With the help of this research philosophy,
investigator can understand the inter-relationship between the different aspects of society and
collect the information in appropriate way. With help of this philosophy, scholar can able to
address the appropriate solution and provide the effective outcome about the investigation. This
philosophy helps the scholar to address the right solution of the different problems which are
related to the social media marketing and how it is used to influence the behaviour of customers
and their decision making process. With the help of this research technique researcher can
understand the different problem and situation of the whole study and find out different

alternative by which issue can be solved in the investigation and dissertation (Carvalhosa and
Machado, 2017).
Research approach
This technique consist of procedure and plan which helps the investigator to find the
various steps which are associated with the broad assumption to collect, interpret and analyse the
data. With the help of research approach, investigation can be done in effective and efficient way
with that data can be collected in an appropriate way. In this research method, researcher can
discover the actual issue and problem which is related to the investigation and find the proper
solution. Research approach helps the investigator to have impressive guidance and lead towards
competition of dissertation in effective way. This is another important aspect of the dissertation
which serve the investigator to compete the dissertation with step by step. It helps the
investigator to find the research area in order to carry out the research and find the appropriate
results. Research approach has three factors that are research design, research methods and
philosophical world-views.
There are two types of research approach that are inductive and deductive. In the
inductive research approach, investigator generate new theories and ideas which is related to the
data. This type of research approach is being associated with the qualitative research. This is
how research question have been made to narrow the scope of the study. This research approach
is based on the trend and pattern of the information and data (Agnihotr and Krush, 2016). With
the help of inductive research approach, scholar can get appropriate result to solve the problem
of researcher and organisation. In this type of approach, researcher need to make any hypothesis,
so he or she is free to alter their direction towards the study. This research approach is less
structured as compare to the deductive research approach. Inductive research approach is being
applied when the sample size is small, and it is easy to analyse the small sample with the help of
inductive research approach.
On the other side, deductive research approach is applicable to the large sample size
because it is very important for the investigator to analyse the big data in deep way. In the
deductive research approach, researcher need to prepare hypothesis. This type of research is high
structured, because investigator have some specific aim that need to be accomplish. Deductive

approach is the fundamental form of valid reasoning. It starting point is premises and its process
includes theory, hypothesis, observation and confirmation. The researcher have selected the
inductive research approach. The research will be conducted on the effect of social media
advertisement on retail industry (Balladares, and Kennett, 2017). As this research will collect
quantitative and qualitative data which will help in ascertaining effects and merits of the
different consumer behaviours as well as satisfaction and might emerge new views and patterns
with the help of the data that will be collected.
Research strategy
While implementing the research methodology, it is very important for the researcher to
select the best strategy of conducting the investigation. There are two types of research strategy
that are qualitative and quantitative. Objective of the research will decide that which research
strategy need to be implemented in the dissertation. When it is discussed about qualitative
research strategy, this includes all the theoretical aspect of the investigation. Investigator will
always have deep analysis of different theories and concepts. On the other hand, quantitative
research strategy is implementation of different statistical tools such as regression, correlation, t-
test, a nova test and standard deviation etc. This method helps the researcher to find the
relationship between the different dependent and independent variables (Bruce and Rao, 2017).
According to the demand and objective of study, researcher used the research type such as
qualitative and quantitative. In this dissertation, scholar have selected quantitative research
strategy so that he or she can collect the relevant data in order to find appropriate result of the
study. This research can assist investigator in analysing the impact of social media marketing on
consumer behaviour in the retail industry.
Research design
It is also another major aspect of the research methodology which helps the investigator
to have accurate result of the study. It refers to the process of the represent the outcome which
occurred in the data collection process. By analysing information about the research, this process
helps the researcher to assist proper result. With the help of research design, researcher can
represent the information in order to obtain proper results. There are two types of research

design that are exploratory and descriptive. When it is discussed about the exploratory research
design, new thoughts and ideas are being discovered.
This research design includes non-probabilistic sampling so it is more flexible to conduct
exploratory research as compare to descriptive. This type of research, helps the investigator to
obtain high quality of result as in the exploratory, deep analysis of the subject is done. In
exploratory, researcher focuses on subject, he or she tries to explain the subject in deep way so it
is very easy for the scholar to represent the relevant information about the topic (Carvalhosaand
Machado, 2017). Exploratory research design have non probability sampling which does not
planned design for the analysis. It is being said that exploratory research design is made when
the topic or problem is not properly defined. It assists in identify the best design of research, data
collection and selection of the subject. On the other hand, in the descriptive research design,
researcher try to explain and explore more about the individual, group, issue, problem etc. this
research design is also known as statistical research design where all the data and information is
being expressed in population. It includes probabilistic sampling so it is not easy for the
researcher to flexible the study. This is suitable for studies which is flexible and deliver chance
for focusing all aspects of the problem (Goyal, 2017). The key aim of the research design is to
obtain the accurate and complete data of the study. This also helps in forming research objective,
developed the design for data collection, choosing the size of sample, analysis of information
and reporting the result. Researcher have selected the descriptive research design which helps
him to find the accurate and complete data of the study.
Data collection
Data collection is one of the major aspect of the research methodology which helps the
researcher to collect the data in appropriate way so that it can be analysed in order to find the
best solution of the problem. It is the subject where the data have been collected from the
primary and secondary data, in simple words it is being said that there are two ways by which
raw data can be gathered that are primary and secondary. Without data collection, research
cannot be completed because it is the base which helps the researcher to find the best solution in
order to solve the problem. In this current dissertation, the topic is impact of social media
marketing on the customer behaviour in retail organisation that is Tesco plc.

Other than that it is very important for the investigator to select the best way by which he
or she can collect the data. If the data is being not gathered in effective way, investigator will not
able to draw conclusion and the research will not be completed (Hamilton, 2017). There are two
major kinds of data collection, primary and secondary. Primary data collection is the technique
by which data is collected which have not being gathered ever by any researcher or scholar.
Scholar collects the information from the primary ways like survey, interview, questionnaire etc.
on the other hand secondary data collection is the process by which data is gathers from any
published sources. The data is called secondary because it has been collected by any other
person or investigator and then it is being collected by the researcher. Investigator collects the
information from secondary sources such as books, journals, internet websites, magazines etc.
Primary data collection is more appropriate than the secondary data collection because it serves
fresh data about the subject which helps him to find that what is going in current scenario and
then decision is being made. Collecting information from the secondary sources is less reliable
than the primary one.
In this dissertation, researcher collect information from both primary and secondary
sources. In order to carry out research on the topic that is impact of social media marketing on
consumer behaviour in retail industry, researcher have selected both of the way for collecting the
information (Harms and Hoekstra, 2017). This will help him or her to collect the appropriate
data in order to gain effective outcome of the study. In this dissertation, information have been
collected with the help of survey, where researcher have made questionnaire of different social
media marketing tactics and their impact on customer behaviour. This will help the scholar to
attain its aim and objective of the dissertation. In this manner, in order to collect the primary
information about the topic of that is impact of social media marketing on consumer behaviour,
investigator has selected the customer as respondents. Managers will help them find the to
identity the ways to improve the Social media advertisement to enhance on consumer behaviour
on the implementation of social media marketing.
Different managers provided their views related to the cited venture through which
scholar has gathered the information about the topic (Agnihotr and Krush, 2016). The key
objective of selecting both primary and secondary method is researcher need to analyse the

actual impact of social media marketing on customer behaviour. That is why he/she has selected
the consumers as a sample and collected the information from their view and opinions related to
social media marketing. In order to remove the problems faced by the organisation related to
social media marketing, they need to focus on customers’ needs and wants. With this research
firm can easily know the perception and view of customers related to social media marketing.
On the other hand, researcher have selected secondary information from the different
published sources such as like journal, websites, books, magazines etc. this helps the researcher
to know the detail information about different aspects of consumer behaviour, consumer decision
making and customer loyalty. With that secondary data assist researcher to find the impact of
social media marketing on the different aspects of customer behaviour. Thus, it can be said that
primary data and secondary data both helps the researcher to have proper information about the
topic (Balladares, and Kennett, 2017).
Sampling
It is also another major aspect of the research methodology which helps the investigator
to draw samples out of population in order to collect information from them. It is the statistical
tool which researcher draw samples out of large population. It is not possible for the investigator
to collect data from population and this is the key reason why investigator have to draw samples.
Population has been divided in different groups on the basis of their physiological, behavioural,
personal, social etc. aspects and then samples are drawn from each group so that researcher can
collect information from each group and avoid bias nature to collect samples. The major
objective behind the sampling is to select the numbers of respondent from the whole people so as
required information can collected from various people. Sampling is done with the help of two
methods that are probabilistic and non-probabilistic. In context of probabilistic sampling,
samples are drawn in such a way that it represent the whole population. Hence, it is most
appropriate way of doing sampling which helps the researcher to collect information from those
samples which represent whole population (Bruce and Rao, 2017). On the other hand, non-
probabilistic sampling have some bias nature of researcher, it is not impressive as compared to
probabilistic sampling. Probabilistic sampling includes random sampling in which researcher
randomly select the samples to conduct the survey. Researcher have selected random sampling,

where he has selected 8 managers in order to analyse the impact of social media marketing on
the consumer of London related to retail sector.
Data analysis
It is also another major important aspect of the research methodology where use some
analytical tool in order to evaluate the data to draw effective and appropriate results. It is the
method which helps the researcher to analyse the data so that he or she can find the problem and
different alternative to solve the problem (Carvalhosaand Machado, 2017). Data analysis helps
the researcher to select the appropriate alternative which will be effective and efficient to solve
the problem. In this section, investigator apply some research tools and techniques in order to
evaluate the collected information and asses the raw data to convert into useful information. The
major objective of this section is to convert the raw data into the valid conclusion. It is essential
for carry out the analysis of information which has been collected from the various secondary
and primary sources. There are two type of techniques on which data analysis is dependent that
are qualitative and quantitative. When it is discussed about the qualitative data, the data is
represented in the form of numerical value. Thematic test have been applied by the researcher in
order to conduct the qualitative technique.
Other than that there are several themes that are being prepared by the researcher in order
to conduct the qualitative research. With that different question have been framed by the
investigator (Goyal, 2017). A systematic questionnaire is being framed by the scholar in order to
conduct the survey and collect the information about customer decision-making, their behaviour
have been impacted by social media marketing. Further, that information is being presented in
the format of graph and chart which him or her to understand and evaluate the data in
appropriate and easy way. Graphs and charts create proper understanding about the data and
helps to find perfect outcome of the information. On the other hand when data is analysed with
the help of qualitative research, various test of SPSS can applied lie T-test, Z-test, regression etc.
this test helps the researcher to have clear understanding about the research. In order to analyse
the impact of social media marketing on customer behaviour in London, researcher have selected
qualitative research. Hence, different graphs and chats will represent the data (Hamilton, 2017).

Ethical consideration
It is another major aspect of the research methodology, where all the activities and
operations should be done with proper ethical consideration. It is most important aspect for the
researcher to apply proper ethics in the dissertation. Without ethical consideration, dissertation
will never be completed. There are several activities have been undertaken by the investigation,
he or she need to consider ethics in all the activities. Major, he need to be more protective with
ethics while collecting information (Harms and Hoekstra, 2017). He or she must seek permission
from the respondent. Without permission he or she does not have right to collect information
from the respondent.
Here, respondents are customers and topic is impact of social media advertisement on
customer behaviour. So it is natural that some personal information will be needed by the
researcher, so he should have prior permission which gathering that data. While in the survey
process, researcher need to not to conduct any unethical activities so that he or she can collect all
the information in proper way. They should not force ant respondent to vie information, they are
free to share their ideas and suggestion, opinions, etc. They should be free to fulfil the given
questionnaire under which they are supposed to fulfil the all questions about the impact of social
media marketing on their behaviour. Another ethical thing which researcher need to consider by
the scholar is proper and authentic citation of the work done up to the mark.
Research limitations
It is also another major aspect of the research methodology where researcher find some
limitation and problems that have been occurring in conducting the investigation. The major
problem faced by the scholar is time, he or she does not have enough time to conduct the
investigation. In order to manage time, he has make time management plan and giant chart,
which helps him order finishing all the activities in proper time frame (Agnihotr and Krush,
2016).
CHAPTER 4: DATA ANALYSIS
Data analysis plays very significant role in research which helps the researcher to obtain
effective result of the research problem. If data analysis is not there in dissertation, then it can

not be completed because it is the chapter where all the data which have been collected are
analysed so as appropriate outcome can easily obtain according to the investigation. In the
present investigation, qualitative techniques has been applied under which thematic analysis
used. In this manner, research worker has been prepared a several questions in the questionnaire
so that information can collected from the different respondents. Data analysis is the chapter
where the researcher analyse all the data which have been collected with the help of primary and
secondary sources. Here, data have been collected from the primary sources with the help of
survey. Different information have been collected from the respondent that are consumer in
order to identify their behaviour and how their behaviour have been influenced by social media
marketing. It should be continue the entire investigation in a well organized manner through
which it turned easy to accomplish determined objective and aim. In order to obtain research
objective and aim, researcher have framed different questions in questionnaire which is related
to consumer behaviour and influence of social media marketing on consumer behaviour. ith help
of questionnaire, investigator can able to collect the various views, opinion, suggestion of the
topic about the research. Following are a systematic questionnaire which aid in collecting the
information from selected 200 managers.
Theme 1: What is your gender?
Options % of respondents Number of respondents Total respondents
Male 5 62.5 200
Female 3 37.5 200
Theme 2: What are the social networks being used by organisation
Options % of
respondents
Number of
respondents
Total respondents
Facebook 2 25 200
Twitter 1 12.5 200

Blogs 1 12.5 200
News channel 1 12.5 200
YouTube 1 12.5 200
Google+ and LinkedIn 1 12.5 200
Pinterest and Instagram 1 12.5 200
Theme 3: For what kind of activity the company uses social media?
Options % of
respondents
Number of
respondents
Total respondents
Communication with customers 2 25 200
Marketing promotions 2 25 200
Advertisement of company's brand 1 12.5 200
News channel 1 12.5 200
Receive customer’s feedback 1 12.5 200
Improve customer satisfaction 1 12.5 200
Brand image management 0 0 200
Theme 4: Which kind of content creates most user engagement on Facebook page?
Options % of
respondents
Number of
respondents
Total respondents
Informational posts 3 37.5 200
Photos and videos 1 12.5 200

Blogs 1 12.5 200
Promotional ads 1 12.5 200
Posts with external link 1 12.5 200
Special offers 1 12.5 200
Theme 5: How customer satisfaction and loyalty is measured
Options % of
respondents
Number of
respondents
Total respondents
Polls in social media 1 12.5 200
Emailed surveys 2 25 200
Link to survey on the website 2 25 200
Asking apparently at the reception
desk
1 12.5 200
Regular paper feedback
distribution.
1 12.5 200
Theme 6: What aspects are changed time to time according to customer feedbacks/suggestions?
Options % of
respondents
Number of
respondents
Total respondents
Opening time timetable/ group
classes’ timetable
2 25 200
extra services 5 62.5 200

Other 1 12.5 200
Theme 7: Do you think consumer have positive buying behaviour on the social media
Options % of
respondents
Number of
respondents
Total respondents
Strongly agree 2 25 200
Agree 3 37.5 200
Neutral 2 25 200
Disagree 1 12.5 200
Strongly disagree 0 0 200
Theme 200: How far do you agree that social media creates interest on new customer’s
preference?
Table 1: Interest of social media on new customer’s preference
Options Number of respondents Total respondents
Agree 3 200
Strongly agree 2 200
Neutral 1 200
Disagree 1 200
Strongly disagree 1 200
Data Analysis and Interpretations
Survey
Theme 1: Your gender

Male Female
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5
3
Column B
Interpretation and analysis: From this graph, it can be stated that organisation have both female
and male condidate that are working for the venture. It can be stated that there are 125 out of 200
members that are male 75 are females. With that it have been founded that there are males as
compare to the female. This is the researcher have selected the 200 managers of Starbucks. It
can be said that there are both kinds of workers that are male and females which have given their
view on the social media advertisement impact over the perception and satisfaction of the
customers.
Theme 2: Social networks being used by organisation

Facebook
Twitter
Blogs
News channel
YouTube
Google+ and LinkedIn
Pinterest and Instagram
0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 2
2
1
1
1
1
1
1
Column B
Interpretation and analysis: From this section it has been analysed that survey of 200 managers
have been analysing that which is most effective channel of the social media which can create
awareness in the mind the customers and attract with retain large number of target market. From
the graph it can be said that Facebook is the most effective platform which have been used by
the venture when they want to attract, retain the customers and serve them the best satisfaction.
50 out of 200 managers have stated the Facebook as the medium which is being used by them.
This is because, it has been identified that most of the customers are using the Facebook in order
to collect the information about the organisation with the help of like and comment made by the
other customers. With the help of Facebook, customers can able to find that weather the brand or
its products are liked by the other customers or not? This is the reason the firm is using the
Facebook which is the most effective platform. Other than that other respondent have given the
same rating and preference to the other social media platforms such as Twitter, Blogs, News
channels, YouTube, Google+, Linkedin, Pineterest and Instagram. These platforms are given the
least preference by the organisation because these platforms creates less interaction and
customers satisfaction as compare to the Facebook.

Theme 3: Kind of activity the company uses social media
Communication with customers
News channel
Brand image management
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
2 2
1 1 1 1
0
Column B
Interpretation and analysis: From this section it has been analysed that survey of 200 managers,
where researcher want to analyse that what kind of activities which are created more on the
different social media networks. With the help of this graph, it can be stated that communication
with the customers is being mostly done by the organisation with the help of different social
media network. It is being known that social media are the platforms where people communicate
and connect with each other, this is the strategy which is being grasp by the organisation and
they also start communicating with the different customers. Communication is the way by which
firm can create the awareness in the mind of customers and this is the reason the firm is doing
this activity with the help of different social media platform. Such as Facebook is the social
media platform by which people can communicate with anyone who have been registered at any
place and any time. So the firm have created their own professional page on the Facebook, and
with the help of this, they are communicating with the different customers. Other than that social
media platforms have become the medium of the marketing by the organisation. It is being
known that other's feedback over the different products of the brand have the great impact over
the purchase decision of the customers. If the customers find that most of the old client are

giving the positive feedback then the product is being purchased by the customers and he or she
finds negative comments then he or she will never prefer to buy that product. With that there are
different promotional events and activities conducted by the organisation in order to market their
products and services such as discount, free offers etc. thus, it can be said that social media is the
effective tool for the marketing.
Theme 4: Kind of content creates most user engagement on Facebook page
3
1 1
1
1
1
Informational posts
Photos and videos
Blogs
Promotional ads
Posts with external link
Special offers
Interpretation and analysis: From this section it has been analysed that survey of 200 managers
have been done in order to find that which content that can create the most customer's
engagement on the Facebook. 75 out of 200 managers have stated that information post that are
made by the venture helps them to create and enhance customer's engagement on the Facebook.
This is because when the different informative post is being uploaded by thee firm, then it will
be easy to access all the information by the customers with that they also start their engaging in
the different post done by the venture. Other than 25 out of 200 managers have stated that photos
and videos are the most effective content which can enhance customers engagement on the
Facebook. This is because, photos and videos are the attractive way which attract most of the
people with that these informations are also retains in the minds of customers. With that 1 out of

200 managers have stated that prom advertisement have also created the great impact on the
customer's engagement on the Facebook. Most of the people are attracted by the different
advertisement made by firm, this is because customers find advertisement more informative and
this is the reason their engagement enhances.
Theme 5: Customer satisfaction and loyalty is measured
Polls in social media
Link to survey on the website
Regular paper feedback distribution.
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
Column B
Interpretation and analysis: From this section it has been analysed that survey of 200 managers
where want to find that what are different ways by which customer's feedback can be collected
in order to find that customers are satisfied or not? With this graph, it has been identified that
there are different way by which firm can able to collect the feedback for the customers
regarding their satisfaction. 50 out of 200 managers have stated that email survey is the most
effective way by which organisation can collect the feedback from the customers. Firm can send
their survey to the regular and loyal customers on their email in order to find that they are
satisfied or not. With that 50 out of 200 managers have stated that firm can attach their survey at
their website. When the customers open the firm's website in order to find the products and
services at that time firm can provide the feedback form for the new as well as old customers.

Other than that other 25 out of 200 managers have stated that polls on the social media can also
helps them to collect the customer's feedback.
Theme 6: Aspects are changed time to time according to customer feedbacks/suggestions
2
5
1
Opening time timetable/ group
classes’ timetable
extra services
Other
Interpretation and analysis: From this section it has been analysed that survey of 200 managers
where researcher want to know that what have changed from pastime to present in order to
collect the suggestion from the customers. 125 out of 200 managers have stated that extra
services helps them to collect the positive feedback from the customers. It is obvious that when
the extra services are given to the customers which are beyond their expectation, then they get
more satisfaction and this is the reason they serve the positive feedback to the organisation.
Other than that 50 out of 200 managers have stated that opening a new timeline can also help
them to collect the customer's feedback in effective manner.
Theme 7: Think consumer have positive buying behaviour on the social media

Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 0.5 1 1.5 2 2.5 3
2
3
2
1
0
Column B
Interpretation and analysis: From this section it has been analysed that survey of 200 managers
where researcher want to find that what is the behaviour of the customers regarding buying the
products and services on the different social media platforms. 75 out of 200 managers have
stated that consumer have positive buying behaviour on the social media platforms. This is
because most of the old customers leave their feedback that they are satisfied with the products
and services of the organisation. So the customers can trust on the other customers who have
already purchased the goods and services of the organisation. This it creates the positive buying
behaviour in the minds of customers when positive feedbacks are collected. Other than that 50
out of 200 managers strongly agree that consumer have positive buying behaviour on the social
media platforms. With that 50 out of 200 managers have stated that they are not aware that
weather the social media creates the positive or negative buying behaviour.
Theme 200 : Social media creates interest on new customer’s preference?

Agree
Strongly agree
Neutral
Disagree
Strongly disagree
0
0.5
1
1.5
2
2.5
3
Number of respondents
Interpretation and analysis: From this section it has been analysed that survey of 200 managers,
2 managers strongly agree that social media helps in creating interest on new customer
preference. Other than that 75 respondents says that social helps the customers to generate new
interest and preferences in company's products and services. 25 out of 200 respondent says that
they are not sure whether social media have changed their preferences over new products and
services. 25 out of 200 says that social media do not influence them to create interest in
preferring new products and services. Thus, It can be stated that most of the managers are agrees
that Social media creates interest on new customer’s preference.
Interview
Theme 1: Social media is having negative impact on providing information?
Interpretation and analysis: From this section it has been analysed that survey of 3
managers, R3 have stated in the interview that social media marketing do not have any negative
impact over the serving information, rather they state that social media is the tool by which
customer can collect information by which they can analyse different alternative which helps
them to take effective decision. Other than that R2 have stated in the interview that there are
several ways by which negative impact can be removed. Such as giving authentic information,
creating trust etc.

Theme 2: Business are effectively using social media for influencing consumer choices?
Interpretation and analysis: From this section it has been analysed that survey of 3
managers, out of R3 and R1 have stated in the interview that organisation is using social media
tools effectively which helps the customer to make different choices. They state that company
put enough information and different products which helps the customers to find different
choices of products and services. As well as nowadays every organisation are doing some
promotional tools which create competition and that competition helps the customers to find
different choices.
Theme 3: Recommend for influencing consumer choice using social media?
Interpretation and analysis: From this section it has been analysed that survey of 3
managers, R2 have stated in the interview that social media helps the organisation to promote
their different event. On the other hand R1 have stated in the interview that social media helps
them and company to collect customer feedback and suggestion. R3 have stated in the interview
that social media helps them to collect authentic information about the company and their
brands.
Discussion
It can be stated from the literature review and data analysis that The venture should find
the different platforms such as social media such as Search engine optimisation, Search engine
marketing. They are using search engine optimisation with the help of Google, Bing, etc. with
that there are several effective social media marketing tactics, it is being said that by the end of
2020, 80% of the buying process will take place without any human interaction. So it is very
significant for the organisation to use social media marketing in order to attract and retain large
number of the customers. Organisation's new journey with the support to social media marketing
goes with the different aspects which start with discover, explore, engage and then buy. Discover
where the venture need to create different online marketing campaign which includes
segmentation, lead scoring and acquisition modelling. Explore which includes research review
which consist of offer optimisation, marketing mix modelling, buy is purchase decision which
includes Propensity modelling, valuation modelling and next-best-action modelling. Engage is
write a review which consist of cross sell, up sell opportunities, create churn models and lifetime

value models. In order to make loyal company, they need to view data, analyse the operational
excellence as unified social media business capability. The organisation should go beyond the
rewards in order to recognise and engage customers at all the stage of their brand experience.

CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion
From this entire dissertation it has been concluded that social media plays have a great
impact over the behaviour of the customers. There are several factors that are included in the
customer behaviour such as their buying behaviour, their social and cultural factors, personal
factors, their decision making process etc. it is very significant for the firm to hit these different
factors with the help of different strategies. One of the significant strategy or tool by which firm
can create the positive customer's behavioural and serve high level of influence is social media
platforms. One of the important aspect at which customer's satisfaction is dependent that is
information about the venture. If the customers have great and relevant information about the
organisation, he or she can able to evaluate the different alternative in order to make the
appropriate decision which helps them to cater their needs and wants. Other that marketing also
plays very significant role in influencing and persuading the customers in order to select the
brand. When the firm is able to conduct their social marketing activities then they can able to
attract and retain large customers. Marketing is the way by which firm can create or enhance the
awareness of the customers regarding the brand so that they can able to sell their maximum
products to the maximum target market. Social media platforms are the different tools and
techniques on internet where organisation can connect and communicate with the large
customers in order to market their products and services.
Other than that it can be concluded from the dissertation that social media marketing is
way by which organisation market their products and services with the help of different social
media platforms such as Facebook, Twitter, Instagram, Google+ etc. The idea for social media
marketing was developed in the mid of 1980's, when The soft Ad group, now known as Channel
net, developed advertising campaign for auto mobile industries. It can be said that social media
not only helps the organisation to promote their products and services but also helps the
customers to make the effective decision while purchasing the products and services of the firm.
Social media optimisation is also one of the effective strategy which helps the organisation to
serve the optimum satisfaction to the customers. With the help of this strategy firm select the
best platform to promote their products and services. With the analysis, it has been concluded

that firm is mostly using Facebook in order to market their products and services and creates the
positive behaviour in the mind of customers related to the brand.
With that it can be summarised that social media have great impact over the behaviour of
the customers. There are several factors that are included in the behaviour of the customers when
they are making decision for purchasing the products and services of the specific brand.
Consumer behavioural can be affected by several factors such as perception, promotion, brand
image, branding etc. These all factors affect the overall impression on the customer about the
different products and services. One of the most important factor that affect the consumer
behaviour is social media marketing. It has greatly affected the consumer behaviour. The factors
that can included in the customer's behaviour, such as social, personal, cultural etc. When it
comes to the social factors then Reference groups, Family, Roles and Status etc. have great
impact over the decision making of the individuals. Other than that when it comes to the
personal factors of the individual then Age, Occupation, Economic situation, Lifestyle,
Personality etc. have impact over the choice of alternative of the customers. With that
psychological factors consist of Motivation, Perception, Beliefs and Attitudes have also
impacted on the decision making of the person. It is very significant for the organisation to
understand these factors and then market their products and services on the social media
platforms. Other than that social media platforms like Facebook, Instagram, Twitter etc. have
great impact over the factors of customer's behaviour. As an emerging e-commerce business
model, social commerce distinguishes itself through leveraging social media in affecting
customer’s purchase decision making. However, in the context of social commerce, the specific
mechanism between social media and customer behaviour, as an important intangible and
leading measure of business success, has not yet been fully understood.
Customer's preference and choices are also included in the customer behaviour, if the
consumer have positive customer's behaviour then he or she will always choose the brand to
purchase the products and services. There are several ways or social media platforms which have
great impact over the customer choices and preference. There are several things in social media
advertisement that can influence the individual taste, preference and choices in order to make
decision in effective way. The factors that are social conversation, online engagement of

customers, Authentic Facebook conversation, 24*7 availability. There are several social media
platform such as Facebook, Twitter, Instagram, email etc. organisation need to use these
platforms in order to communicate and connect with the customers so that the firm can become
the choice if the customers.
It can be concluded that Consumer decision making is also one of the impact aspects
which have been impacted by the different social media platforms. There are several stages that
are involved in the customer's decision making which starts from the need identification and end
with the post purchase decision. In consumer decision making process, finding and evaluating
alternative plays very significant role which helps the customers to make the effective decision.
When the customers is collecting information about the different alternative, they need proper
information so that effective decision can be made. Social media platform is the way by which
organisation serve proper information to the customers. The information is very much persuasive
which helps the company to attract and retain the customers. Other than that when it comes to
the evaluation of the information at that time customer need information about the different
organisation on the basis at which he or she can evaluate. Other than that feedbacks have been
given by the existing customers, that feedback also helps the customers to evaluate the different
alternative. Thus, it can be said that social media platforms helps the organisation to enhance on
consumer behaviour.
Recommendation
From this dissertation, there are several things that need to be recommend so that firm
can able to serve the high level of satisfaction to the customers and influence the behaviour of
the customers with the help of social media platforms. The recommendations are as follows:
 First the firm need to analyse the needs and wants of the customers regarding the
marketing. With that they need to use the social media platforms in effective way so that
they can influence the behaviour of the customers.
 With that firm to identify that which platform is most effective in attracting the target
market. If the firm need to create awareness with the large target market, then they
should Facebook in order to influence the behaviour of the customers.

 Taste and preference also plays significant role in the behaviour of the customers,
organisation should connect different customers online, they should organise different
programs on the internet. This will have influence over the customers and helps the
venture to know their client's taste and preference.
 Other than that feedback is also one of the important aspect by which firm can find that
customers are satisfied with the organisation or not. Organisation need to collect the
feedback from the customers with the help of different social media platforms in order to
find that what are positive and negative comments of the customers. With that they need
to revert back to the customers who have given negative feedback so that their problems
can be solved. There are several ways by which organisation can collect the feedback
from the customers. Organisation first need to analyse that what are effective platforms
where more number of traffic can be generated. After analysing the platform, firm need
to prepare a questionnaire where they can frame the different questions regarding the
customer's behaviour. This will help the organisation to collect tbe feedback from the
customers in effectively manner.
 Social media platforms is one of the effective tactics which are used by the organisation
in order to market the products and services. Firm can create their professional page on
the different social media platforms in order to promote their products and services.
Other than that firm can also serve different promotional activities such as discount, free
offers, coupons etc. on the different social media platforms so that more number of
customers can be attracted.
 Other than that loyal customers also plays very significant role in influencing the
behaviour or customers and in serving the high level of satisfaction. It is significant for
the firm to approach loyal customers so that they can approach to the new customers. It
has been known that loyal and satisfied customers serve their feedback on the different
social media platforms. They write different comments which shows their satisfaction
level. These all comments have been read by the different customers by which they can
be influence to purchase the product and services of the organisation. Thus, firm need to

find that who are their loyal customers and how to target them with the different social
media platforms so that loyal customers target new customers.
 It has being known that hat by the end of 2020, 80% of the buying process are going to
take place without any human interaction. So it is very important for the organisation to
use social media marketing in order to attract and retain large number of the customers.
Organisation's new journey with the support to social media marketing goes with the
different aspects which start with discover, explore, engage and then buy. Discover and
engage plays very significant role. Discover where the venture need to create different
online marketing campaign which includes segmentation, lead scoring and acquisition
modelling. Explore which includes research review which consist of offer optimisation,
marketing mix modelling, buy is purchase decision which includes Propensity modelling,
valuation modelling and next-best-action modelling. Engage is write a review which
consist of cross sell, up sell opportunities, create churn models and lifetime value models.

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Appendix
Questionnaire
Question 1: What is your gender?
Options % of respondents Number of respondents Total respondents
Male 200
Female 200
Q.2) What are the social networks being used by organisation
Options % of respondents Number of
respondents
Total respondents
Facebook 200
Twitter 200
Blogs 200
News channel 200
YouTube 200
Google+ and LinkedIn 200
Pinterest and Instagram 200
Q.3) For what kind of activity the company uses social media?
Options % of respondents Number of
respondents
Total respondents
Communication with customers 200

Marketing promotions 200
Advertisement of company's brand 200
News channel 200
receive customer’s feedback 200
Improve customer satisfaction 200
Brand image management 200
Q.4) Which kind of content creates most user engagement on Facebook page?
Options % of respondents Number of
respondents
Total respondents
Informational posts 200
Photos and videos 200
Blogs 200
Promotional ads 200
Posts with external link 200
Special offers 200
Q.5) How customer satisfaction and loyalty is measured
Options % of respondents Number of
respondents
Total respondents
Polls in social media 200