Impact of Social Media on Purchase Intention: A Study on Marks & Spencer

This study aims to investigate the impact of social media on purchase intention, specifically focusing on Marks & Spencer. It explores the role of social media platforms in attracting customers and influencing their purchasing decisions. The study also aims to identify the factors that influence consumer intention and the role of social media in developing positive consumer intention towards Marks & Spencer.

To investigate about the impact
of social media on purchase
intention. A study on Marks &
Spencer

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
better interaction with its customers by providing them
information, product, services or resolving of issues more
quickly through its digital access. These all support in
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.

Aim And Objectives
Research Aim : -
To investigation about the impact of social media on
purchasing intention. A study on Marks & Spencer.

Research Objectives
 To study about several social media platform used for
attracting customers.
 To determine the factors that influence the purchasing
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 ?

Rationale Of The Study
The main purpose behind conducting this study is to
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
mainly focuses toward venturing into social media
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.

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
media and its influence over buying intention of
consumers.

Research Method
Qualitative and quantitative are two important methods of
research. Within a study, quantitative method will be used
because it is beneficial in collecting of numerical
information within given time period.

Data Collection Method
There are basically two method of data collection i.e.
primary and secondary. Both methods of data collection
are suitable for current study because these will support
researcher by providing primary and secondary
information.

Research Instrument
Questionnaire is an useful instrument of primary data
collection. Within an investigation, questionnaire will be
used because it support in gathering of quantitative, valid
and reliable information about the topic.

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.
Along with this, full consent must be get from the
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
the finding out of investigation. For analysing quantitative
data content analysis will be used as it support in
analysing the information easily by providing themes over
which data can be collected and then examine it for final
outcome.

CONCLUSION
From the above mentioned information it is summarised that
social media platform plays a significant role in
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
Time frame is defined as the essential tool within an
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

CONTINUE

CONTINUE

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
features on customer purchase intention. International Journal of
Information Management. 42. pp.65-77.

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