Impact of Social Media on Purchase Intention: A Study on Marks & Spencer
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This presentation explores the impact of social media on purchase intention, specifically focusing on a study conducted on Marks & Spencer. It examines the role of social media in influencing consumer purchasing decisions and its effect on organizational growth.
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To investigate about the impact of social media on purchase intention. A study on Marks & Spencer
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Content Introduction Background of the study Aim and Objectives Research Questions Rationale of the study Literature Review Methodology and Data collection methods Ethical Considerations Data analysis Conclusion Timeframe References
Introduction Social media is a platform which allow business to have a betterinteractionwithitscustomersbyprovidingthem information, product, services or resolving of issues more quicklythroughitsdigitalaccess.Theseallsupportin enhancing the consumer experience along with their brand and at same time influence purchasing decision of consumers.
Background Of The Study Social media is a tool of marketing that is use by an organisation for attracting customers, increasing sales and driving website traffic. Social media is the better use of social media websites and platforms for companies to promote their product and services.
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Aim And Objectives Research Aim : - Toinvestigationabouttheimpactofsocialmediaon purchasing intention. A study on Marks & Spencer.
ResearchObjectives Tostudyaboutseveralsocialmediaplatformusedfor attracting customers. Todeterminethefactorsthatinfluencethepurchasing intention of consumers. To identify the role of social media for developing positive consumer intention toward Marks & Spencer.
Research Questions Explain about several social media platform that help in attracting customers ? What are main factors that influence the purchasing intention of consumers ? What is the role of social media for developing positive consumer intention toward Marks & Spencer ?
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Rationale Of The Study Themainpurposebehindconductingthisstudyisto determine the role of social media platform in influencing the purchasing intentions of consumers. In addition to this it also support in providing a detail understanding regarding the changes that social media bring to organisational growth in term of its sales and profitability.
Literature Review Literature review refers as the effective process of collecting in-depth and secondary information about the field of study. Main purpose of this section is to ascertain the gaps in previous investigation and address aim and each objectives of study in systematic manner.
Several social media platform that help in attracting customers According to the view point of Alfred Lua. 2020, a marketer mainlyfocusestowardventuringintosocialmedia marketing in order to taking the leverage of its reach to maximum number of people. This platform mainly allows a business to maximize its brand reach, get engaged with right people and achieving their success goal.
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Factors that influence the purchasing intention of consumers From the view point of Rebecca Milner, 2019, there are several factors that influence the consumers choice while they access brand's product or services. These are, Enhanced delivery options :- Easy return policy :- Payment options :-
Role of social media for developing positive consumer intention toward Marks & Spencer According to the information presented by Shane Barker, 2017, social media is consider as key component within the organisations' marketing strategy as it support in attracting consumers by performing range of activities at a single platform. The main feature of social media is providing access of information to its consumers.
Methodology And Data Collection Methods Research methodology introduces to the significant process that is followed by researcher for gathering qualitative or quantitative information about the topic. There are some methods for gathering information regarding the social mediaanditsinfluenceoverbuyingintentionof consumers.
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Research Method Qualitative and quantitative are two important methods of research. Within a study, quantitative method will be used becauseitisbeneficialincollectingofnumerical information within given time period.
Data Collection Method Therearebasicallytwomethodofdatacollectioni.e. primary and secondary. Both methods of data collection are suitable for current study because these will support researcherbyprovidingprimaryandsecondary information.
Research Instrument Questionnaireisanusefulinstrumentofprimarydata collection. Within an investigation, questionnaire will be used because it support in gathering of quantitative, valid and reliable information about the topic.
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Sampling Random sampling as a type of probabilistic sampling will be used within an investigation. 50 employees of Marks and Spencer will be selected on random basis. Main purpose for using random sampling is it not need maximum time and cost of the company or researcher.
Ethical Considerations It can be specified as one of the important part of the study. Participants of the study should not be harm in any way. Respect for the dignity of respondents must be prioritised. Alongwiththis,fullconsentmustbegetfromthe respondents prior to the research.
DATA ANALYSIS Data analysis is defined as the process of evaluating and examining the gathered information in order to conclude thefindingoutofinvestigation.Foranalysing quantitativedatacontentanalysiswillbeusedasit support in analysing the information easily by providing themesoverwhichdatacanbecollectedandthen examine it for final outcome.
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CONCLUSION From the above mentioned information it is summarised that socialmediaplatformplaysasignificantrolein improving the performance of an organisation by making the process of dealing with consumers more quick and simpler. This is so because it is platform that contribute toward connecting a brand with its consumers in order to maintain a regular interaction for keeping them engaged.
TIMEFRAME Timeframeisdefinedastheessentialtoolwithinan investigation as it help in presenting the set of activities along with the time taken by each of them so that project can be accomplished on timely manner. It support in scheduling the time taken by each activity for ensuring systematic execution of investigation.
CONTINUE
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References Shareef, M. A. and et. al., 2019. Social media marketing: Comparative effect of advertisement sources.Journal of Retailing and Consumer Services. 46. pp.58-69. Riorini, S. V., 2018. Social media marketing toward perceptual consciousness and its impact on online purchasing intention. Alalwan, A. A., 2018. Investigating the impact of social media advertising featuresoncustomerpurchaseintention.InternationalJournalof Information Management.42. pp.65-77.
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