Impact of Social Media Marketing on Consumer Buying Behaviour in UK Fashion Sector

This study focuses on the impact of social media marketing on consumer buying behavior in the UK fashion sector. It analyzes the consumer behavior after the influence of social media based on a digital marketing campaign. The study uses the Gibbs's reflective cycle model to explain the researcher's journey in completing the research and evaluating their own experience.

MENTAL WEALTH: PROFESSIONAL
EXCHANGE AND APPLIED
RESEARCH

Table of Contents
REFLECTIVE ACCOUNT ...........................................................................................................3
REFERENCES ...............................................................................................................................7

REFLECTIVE ACCOUNT
The chosen topic is impact of social media marketing on consumer buying behaviour
within UK fashion sector. In conducted research over studying the consumer behaviour after
influence of social media based on collection of response by digital marketing campaign.
Through the Gibbs's model, I explained my journey in completing of research over Impact of
social media. Gibbs's reflective cycle is an effective model of explaining own experience of
doing work. It is a framework used for conducting the research effectively and analysing own
self. This model helps to know different ways for evaluating self experience and working on
weakness. This is a useful model that includes five steps such as description, feelings,
evaluations, analysis, conclusion and action plan. All these steps will be explained as below:
Description: In week 1, I learnt about how research proposal is developed and what is the
structure of writing it. It is analysed in Week 2 that literature review is developed on the basis of
research aim and objectives. In week 3, I have learnt about how to write research aim and
objectives. I got an effective opportunity for doing research over the topic of Social media
impact on consumer behaviour within UK fashion. This study is conducted for analysing the
consumer behaviour towards social media. I have consulted different articles and books while
completing this research. I gathered data and information from different secondary sources. I
tried my best to collect relevant and authentic data which will help in maintaining the research
work in positive manner. This research was conducted for analysing the new trends within
consumer behaviour and how customers can be affected by social media. I have evaluated that
my research and communication skills are developed while managing the completion of
research. I used number of secondary sources for gathering secondary data such as magazines,
books, articles, publication study etc. These are useful sources for me when I need qualitative
information. I have concluded that research work is properly planned and managed by me so
that I can attain the goals within time. This is essential for me to manage the work and enhance
my research skills.
Feelings: In week 4 and 5, there is discussion of research philosophies and methods.
Week 6 helped me to understand about various methods of research methodology. By doing
research project over mental wealth I felt good and motivated through my tutors. They felt me
proud where I need of gathering information from respondents. I felt at job satisfaction is
important for employee because it increase metal wealth at workplace that turn to effect on

business performance and productivity (Carter, Field, Oppermann and Brearley, 2020). During
the collection of data from the respondents, I felt nervous that directly impacts on my
performance that negatively resulted in completion of project in allotted time and systematic
manner. I also felt some issue while conducting this investigation. I faced issue regarding the
time provided for completing current project was not sufficient. This issue negatively effects
over my performance while completion of full project systematically and successfully. I keep
motivating and encouraging myself for conducting the research activities effectively. This will
help me to manage the research activities properly and attain desired results. It is very important
for me to enhance the research work by focusing more upon data and information collected
through secondary data sources. It is important for me to manage and develop research activities
in a proper sequence so that I can complete the research in specified time. There are different
websites and articles related to customer behaviour considered while completing the research
work. I have managed to motivate myself when I felt low. There is need to control the research
activities so that goals can be accomplished.
Evaluations: In Week 7, I got to learn more about research methodologies and research
design. Several data collection and analysis methods are were discussed in lectures. By
performing this study, I evaluate my strong and weak point that effects on mine while
completion of research over mental wealth. I evaluate that, I am excellent in communication
skill, time management skill and many other skills. Communication skill helped me when I
require in gathering of information from the respondents. By communicating all information
about the research aim and objectives to the respondents, I attained research aim and objectives.
My time management skill is also good that supported me in completion of each and every
activity of study within given time period. Therefore, with the help of these skills I easily
completed full project and accomplished aim and objectives of the investigation. I also evaluate
that I am not good in presenting of all information effectively that results in misunderstanding
among responders about the topic. This has negative effect on my performance level when I
wanted to complete all activities of the study in effective manner. I evaluated that, I am lack in
making appropriate decision while selection of appropriate research method, selection of sample
size, evaluation of data through appropriate analytical tool etc. In this situation, I observed that I
am not able in making accurate decision.

Analysis: Research interviews are discussed in Week 8 and it includes purposeful
conversation between respondent and researcher. By performing this investigation, I analysed
that due to my time management and communication skill I easily achieved aim and objectives
of the study. I analysed that, if I don't have appropriate communication skill, I am not able in
gathering of information from the respondents. Therefore, communication skill was effective and
useful for me in collecting of appropriate information or data about the mental wealth from
respondents. I also analysed that when I require secondary data, I needed different number of
secondary sources including articles, magazines, publication study and many others. By using
these sources I easily gathered secondary data that was useful for me in accomplishment of
research aim and objectives.
Conclusion: In context of Week 9, it is explained that sampling and data size have to be
evaluated by researcher for effective management of research activities. In week 10, I learnt
about how to manage the sampling method in research. It is concluded that if I would get a
chance to conduct such type of research in future then I will have to focus upon communication
skills and research skills. These have to be managed properly in order to achieve desired results
for research goals and objectives (McIlveen and et. al., 2020). There is need to manage and
develop a good planning so that research work is managed. I think conducting secondary
research is effective as data is taken from already existing sources. It is seen that research
activities are conducted properly in order to conduct effective research. It is necessary for the
researchers to evaluate and analyse the research aims for getting desired results. There is need to
have a proper plan in order to accomplish the research work effectively.
Action Plan: In week 11, it sis explained what are the research findings. Week 12 helped
me to analyse what is to be written in conclusion of research. This is a last stage of Gibbs's
model that helps in improving weak area effectively. I am not good in presenting data about the
study in systematic manner. This impacts on my performance in negatively. There is requirement
for improving my presentation skills. In order to improve my data presentation skill, there are
different ways that must be used by me. These ways are checking of data, having clear
objectives, following visual presentation, choosing the right chart etc. All these are more
effective and essential ways for me in improving my presentation skill. This will supported me in
presenting of entire information regarding the research aim and objectives to the selected
respondents. In order to improve my decision making skill, I will try to get some arts and culture

in my life, develop my programming or language skills, get social online etc. These are consider
more essential and useful ways for me in improvement of my decision making skill. This turn to
impact on my performance level that results in conducting of further study in appropriate and
successful manner (Zeng and et. al., 2020). it is analysed by me that if I get to conduct research
like this again then I would prefer focusing upon collecting secondary data for completing
research work. Also, I will emphasise upon managing developing communication skills and
using them to achieve desired research results.

REFERENCES
Books and Journals
Carter, S., Field, E., Oppermann, E. and Brearley, M., 2020. The impact of perceived heat stress
symptoms on work-related tasks and social factors: A cross-sectional survey of
Australia's Monsoonal North. Applied ergonomics. 82. p.102918.
McIlveen, P. and et. al., 2020. Decent Work’s Association With Job Satisfaction, Work
Engagement, and Withdrawal Intentions in Australian Working Adults. Journal of
Career Assessment, p.1069072720922959.
Zeng, Z. and et. al., 2020. A National Cross-Sectional Survey on Work Environment Associated
With Psychological Well-Being and Job Satisfaction Among Chinese Employees. Asia
Pacific Journal of Public Health, p.1010539520914420.