Impact of Online Customer Reviews and Celebrity Endorsement on Purchase Intention of Potential Customers: A Study on Marks & Spencer

Research Methodologies

Contents
INTRODUCTION...........................................................................................................................3
Research rationale..................................................................................................................4
Significance of the research....................................................................................................4
LITERATURE REVIEW................................................................................................................5
What are the different means of marketing used by businesses in digital age?.....................5
What is the impact of online customer reviews and celebrity endorsement on purchase
intention of potential customers of Marks & Spencer?..........................................................6
What are the elements that positively influence purchase intention of potential customers
towards Marks & Spencer?....................................................................................................7
RESEARCH METHODOLOGY.....................................................................................................9
REFERENCES..............................................................................................................................13
Books and Journals...............................................................................................................13

INTRODUCTION
Marketing is defined as such activities which are used by the organisation in order to
promote their product into the market so that customer may take decision as according to their
needs and demands. Marketing is associated with different activities such as advertising, selling
and delivering products into the market. For every businesses adoption of marketing activities
are imperative and would be helpful in gaining competitive edge into the market. In the current
time there are several marketing methods used by the organisation which helps the company to
reach out to their customers and attain business objectives as well.
Online reviews are defined as a review which is made by consumers those have used or
experienced a product or a service offered by the organisation. Online reviews play significant
role for an organisation in which quick response can be received by the organisation so that
customers can be encouraged in order to buy business offerings. This is helpful in earning profits
by the organisation so that competitive edge can be attained and at the same time customer's
buying intentions can also be managed in positive manner. Celebrity endorsement is defined as a
form of advertising which uses personality and celebrities those are having higher command into
the market so that awareness can be spread into the market. Celebrity endorsement is the brand
communication in which a celebrity acts as the brand's spokesperson so that to extend position of
the brand into the market. These are the methods which can be used by the businesses for the
major purpose of market their product and to gain market prominence.
The current research proposal is based on analysing the impact of customer reviews and
celebrity endorsement over purchase intention of potential customers of the organisation. In the
current digital age digitalised methods are being used by the organisation and these are helpful in
reaching out to customer in quick and easy manner.
Research aim
To investigate the impact of online customer reviews and celebrity endorsement on
purchase intention of potential customers. A study on Marks & Spencer
Research objectives
 To examine the different means of marketing used by businesses in digital age
 To determine the impact of online customer reviews and celebrity endorsement on
purchase intention of potential customers of Marks & Spencer

 To identify the elements that positively influence purchase intention of potential
customers towards Marks & Spencer
Research questions
 What are the different means of marketing used by businesses in digital age?
 What is the impact of online customer reviews and celebrity endorsement on purchase
intention of potential customers of Marks & Spencer?
 What are the elements that positively influence purchase intention of potential customers
towards Marks & Spencer?
Research rationale
The major rationale behind this research is to examine the information related with
examining information in context of marketing in digital age. There are different methods which
are used by organisation in current time such as digital marketing, social media marketing,
customer review and celebrity endorsement are considered as the major. The research report is
associated with providing information on the topic of customer reviews and celebrity
endorsement. The selection of this topic is dependent upon personal choice of researcher as
researcher is willing to develop their knowledge on the topic of marketing in digital age. On the
other hand, the research is related with dual perspectives such as personal and professional
perspectives. In terms of personal perspective the research would lead into enhancing different
skills of researcher such as research skills, communication skills, analytical skills, problem
solving skills and many others so that the same can be used in future perspective in order to
manage career. Besides this in terms of professional perspective the current research would
provide assistance to researcher so that researcher may execute future researches in easy manner
along with higher prominence.
Significance of the research
The current research is significant as this will provide information in context of
marketing of digital age. Using information from the research this is easier for the businesses that
to develop their marketing strategy and to acquire higher customer base. Besides this the
research would provide information in relation to usage and celebrity endorsement as marketing
strategy so that customers can be attracted by using such methods.