Influence of Social Media Advertising on Consumer Behaviour

Added on - 22 Nov 2020

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Business Project
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................4Business Issue.............................................................................................................................5Rational for selecting the research topic....................................................................................5Importance of the study..............................................................................................................6Dissertation Structure......................................................................................................................6LITERATURE REVIEW................................................................................................................7Effectiveness of social media advertising for positively influencing the consumers towardsbuying the products and services offered by TESCO.................................................................8Digital marketing Strategies for increasing sales and profitability Effective digital marketingstrategies that can be adopted by TESCO for a continual rise of their sales and profitability..8ANALYSIS OF CASE EXAMPLE.............................................................................................10CONCLUSION.............................................................................................................................15RECOMMENDATION................................................................................................................16PERSONAL LEARNING STATEMENT.....................................................................................17REFERENCES..............................................................................................................................20
TOPIC: “Influence of social media advertising on Consumer behaviour”.INTRODUCTIONIn present, highly competitive as well as dynamic business environment has createdvarious issues for companies. Due to increase in competition many companies are facingdifficulty in maintaining concentration on core business activities which has direct as well asnegative effect on their overall performance. There are various issues faced by business entitiesdue to changes in external factors. Some challenges or issues faced by companies areuncertainty about the future, financial management etc. Due to continuous change in socialvariables many of business entities are facing issues in developing understanding about customerneeds. The major root cause of the issues might be ineffective sales follow up, poor quality ofproducts or services, inappropriate marketing strategy etc. It is very much important for managerin an enterprise to address the small business issues before it give rise to other major problems.The report have focus on identifying the reason for decline in sales of Tesco organisation.Business entity is among the biggest as well as most reputable brand in the retail sector. Butduring last few years there has been continuous decline in sales as well as profitability ofcompany. Project will include some suggestion as well as few Marketing strategies which canbe adopted by Tesco for increasing sales as well as profitability.Aims:To analyse the influence of social media advertising on the purchase behaviour ofconsumersto increase the sales and profitability of an organisation– A case study on Tesco.Objectives:To understand the concept of social media advertisingTo determine the way in which social media advertising influences the buying behaviourof customers in TESCO.To measure the effectiveness of social media advertising for positively influencing theconsumers towards buying the products and services offered by TESCO.To suggest effective digital marketing strategies that can be adopted by TESCO for acontinual rise of their sales and profitability.
Business IssueInternal analysis of Tesco organisation has been conducted for identifying the businessissues faced by company. The issues which has been found during the investigation procedureincludes continuous decline in sales of an enterprise. The root cause of the issue which has beenaddressed during the research is ineffective marketing strategy and selection of inappropriatechannel for promotion of products or services.The business issues is Tesco company is facingthe difficulty in attracting the customers which has led to the decline in sales of an organisation.In other words, marketing and customer loyalty is the biggest issue faced by Tesco which havenegative effect on the overall growth of Tesco. In addition to this business entity is also notgetting the sufficient amount of return on their investment. Tesco is also facing the issues intargeting the customer group and facing difficulty in selecting the market for positioning ofgoods or services. Company due to sales as well as marketing issues has failed to provide higherreturn to shareholders. In addition to this, due to decline in profitability as well as poor financialperformance, company is facing difficulty in providing incentives to its staff which has resultedinto high level of satisfaction among employees. Sales cycles of Tesco is getting longer whichhas adverse effect on the effectiveness of an organisation. Root cause of such issue is ineffectivemarketing strategy and selection of wrong marketing channel. Other major cause of decline insales of Tesco is implementation of discount pricing strategies by competitors firm such as Asdaand Aldi.It is very much important for Tesco to identify good solution for such issues before it giverise to big problems. In addition to this, manager in Tesco need to adopt new pricing strategiesand required to concentrate on improving marketing activities, store size etc.Presently Tesco has increase its number of employees to meet the expectyations ofemployees, but still business entity has failed to attract new clients. Special offers and discountshave been offered by company which has helped in bringing little improvement in salesperformance but still there is no effect on the profitability of an organisation.Rational for selecting the research topicThe reason for selecting the research topic is scholar intends to identify the root cause ofdecline in sales of Tesco. Other rationale for selecting the specific investigation topic is toidentify the way marketing influence the consumer buying behaviour.
Importance of the studyAddressing the business issues especially sales and marketing has significant important, asthese problems have direct effect on the financial performance of an organisation. In addition tothis, the researcher wants to measure the effectiveness of social media in influencing buyingbehaviour of customers.Dissertation StructureCompany analysis:The company analysis will be conducted in order to identify thebusiness issues faced by Tesco. It will also support scholar in identifying the root causeof problem.Establishment of Aims and objectives:On the basis of problems the aims andobjectives of research will be established. Aims and objectives will assist researcher inidentifying the activities which are required to be executed in order to reach conclusion.Literature review:this section will include the perception of different scholars andauthors about the issues faced by Tesco organisation. It will also include the suggestionor thinking of different people about the solutions which can be implemented in order toresolve specific business problem. Literature review part is important as this will assistreader in developing the understanding about the topic. In addition to this, in presentinvestigationDeveloping research methodology :This section of dissertation will include selection ofthe appropriate methods as well as approaches for executing investigation. Selection ofright methodology for investigation is very much important as this factor have directeffect on the outcome.Collection of data :In present investigation, as it is a secondary research, scholar willuse company report, book , journal, article, websites, annual reports for gathering theinformation relevant to the topic.Interpretation of data :It will include the detail about the technique which will beutilised for presenting the information. In present investigation graph, chart, tables will beutilised for presenting the information.Case analysis:This section will include description about the techniques which will beutilised for analysis the information. Data analysis is considered to be as importantactivity in research , as it will support scholar in eliminating unnecessary information.
Elimination of irrelevant facts as well as figures is important in order to make reportunderstandable by user. In same way, case analysis is very much important in order toidentify the root cause of problem. Case analysis will assist researcher in identifying theappropriate solution to the problem.Conclusion :The conclusion in the report will be based on the case analysis.Recommendations:The recommendations will be provided on the basis of case analysisand also the problem which has been identified during investigation.LITERATURE REVIEWways in which social media advertising influences the buying behaviour of customers inTESCO.As per the view of Reiter, McHaney and Connell,(2017), promotion can be defined as theseveral marketing techniques implemented by firm in order to add extra value to goods orservices for accomplishing desire business or marketing objectives. Consumer buying behaviouras an individual attitude, intentions as well as decision related to buying of specific products orservices from particular organisation. Social media is recognised as internet based applicationwhich aids based on ideological as well as technological foundations. This platform enablescompanies to create as well as exchange user generated content.Concept of social mediaAs per the view of Syam and Sharma, (2017), social media can be referred to as onlineadvertisement which enables business entity to facilitate direct communication with customersas well as influence them to buy specific products or services. According to opinion of Clark,(2017), sales promotion can be defined as actions taken by marketers in order to shareinformation about products or services with customers and to influence them to buy particularitem. The author Kang and Kim, (2017) argues that promotion is an expensive tool that can haveadverse effect on the profitability of organisations. According to the view of Keega and Rowley,(2017), there are many factors which are considered by consumer before buying any specificproducts these are brand loyalty, image of company, previous experience, price, quality of goodsor services, marketing or advertising strategy etc. all these variables have great influence onbuying behaviour of customers.The author statesthatsocial media marketing facilitate two waycommunication which is very much essential in order to influence people to buy products orservices offered by business entity.
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