Impact of Social Media Marketing Strategies on Customer Buying Behaviour: A Study on Zappos

Research Proposal Form
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Proposed Title: Impact of social media marketing strategies on customer buying
behaviour. A study on Zappos.
Section One: Title, objective, responsibilities
Introduction....
This project aims at analysing the impact of social media marketing on consumer buying
behaviour. Social media marketing is a type of marketing which consists of various
platforms and website to promote their products and services. this is used by various
organisation to promote their brand through digital marketing platforms or e-marketing
platforms marketing strategies used by organisation to enhance customers and to gain their
satisfaction. Social media strategy platform includes Twitter, Facebook, Instagram and so
on. Which helps organisation in promoting their products and services and making
engagement with the customers and setting that target audience. If there is a strong
marketing campaign, then it will build organisation effectiveness and also customers will
be more engaged that campaign and this helps organisation in achieving their
organisational goals and objectives. Social media marketing plan is the overview of
marketing goals and actions that could be followed by companies to achieve their goals.
Social media plans help businesses in keeping on track and developing their plan of action
so it is important for companies to make an effective social media marketing strategy. This
helps organisation in building their brand for longer time and keeping stable in the market
and competitive advantage among competitors. It focused on communication and making
contact with customers effectively also it helps in generating more leads and targeting
audience improving their business strategies. The organisation is Zappos. it is an American
online shoe and clothing retailing company. it was founded in the year 1999 by Nick
Swinmurn. Company is having their headquarters in Las Vegas, US. It is dealing in the
products like shoes, handbags and accessories and clothing. There are about 1500
employee working in the company currently. Company is using effective social media
strategies to enhance their customers so that customer will buy more their products. In this
report, this consists of research aim and objectives and there is a research question. then it
consists of literature review and research rationale. It consists of research methodology
used to collect data and information and time scale for schedule.

Research aim
“To determine the impact of various social media marketing strategies on customer buying
behaviour.” A study on Zappos.
Research objectives...
 To understand about the concept of social media marketing strategies used in the organisation.
 To determine social media marketing strategy used by Zappos to enhance their customer buying
behaviour.
 To analyse the challenges faced by company in using of social media strategies.
Research questions
 What do you understand about the concept of social media marketing strategies used in the
organisation?
 How social media strategy used by Zappos to enhance their customer buying behaviour?
 What challenges faced by company in using of social media strategies?
Section Two: Reasons for choosing this research project
Main reason behind choosing this research topic is that it helps the investigator in
searching about social media strategies used by organisation to enhance its customer
satisfaction and what will be the behaviour of customer on buying of products and services.
This research helps the investigator in enhancing his personal and professional skills also
this helps him in developing various skills like communication and time management skills
and decision making skills. Conducting this research will be able to get more knowledge
about the topic of social media strategy. This topic is more important because it tells details
about various platforms that is used by company to to see the impact of customer buying
behaviour while implementing social media strategies in market. Moreover, this will help
in researcher future job position when they apply for marketing job positions in any
organisation. In this report investigator is using primary and secondary methods both to get
valuable and reliable information about the topic. Primary methods are used by researcher
to get numerical data and graphs for collecting accurate information and data. secondary

information is collected through author's perspective view about the topic.
Section Three: Literature review
Concept of social media marketing strategies used in the organisation.
According to the views of Subramani, (2020), Social media marketing is described are the
strategies which helps customers in getting engaged with the company products and
services. These strategies are used by organisation to promote their products and services.
This is a form of online marketing. There are various social media strategies used in
organisation. These are Twitter, Facebook, Instagram, LinkedIn etc. Raised platforms have
in running paid campaigns of marketing and build stronger customer base. Social media
marketing strategies are most important for the organisation in buying behaviour of
customers (An, Chung, and Muk, 2021). According to recent research it is find out that
social media attract new customers and business owners use social media tool to enhance
their customers and promote their products and services (Social Media Marketing
Strategies, 2020). It helps in increasing sales and achieving organisational goals and
objectives social media strategy used by companies to reach customer and handle their all
complaints and make improvements in their products and services. it tells customers about
the active and updated technologies used in companies and updated products made by the
company. This also focused on communication with customers and more engagement with
them also this helps in making effective marketing campaign together more customers
there can be several benefits of social media marketing like branding, customer loyalty,
customer insights, customer support and conversion. As branding can be done through
social media and connecting with target audience. Further, it makes a positive impact for
the business to raise brand's voice, content and interactions with the customers. Now a days
Zappos making bigger emphasis on customer experience which can create impact on their
reputation and they are engaging more on social media channels to receive higher loyalty
from customers.
Determine how social media strategy used by Zappos to enhance their customer
buying behaviour.
According to Kotler (2021), There can be various social media marketing strategy used by
zappos to enhance their customer buying behaviour. These marketing strategies can be
through various platforms like Twitter, Facebook, Instagram (Bae, and Kim, 2021). As
social media marketing strategy can be created in five ways these are why company want
to be on social media, who is the target audience, what are they going to share, where they
are going to share and when they are going to share (What makes Zappos marketing
strategy stand out above the crowd? 2021). Zappos.com is the American online clothing
retailer company which is doing its social media marketing strategy in very effective way
to enhance their customers and increasing their satisfaction they are doing promotion
through Facebook, Pinterest and other platforms. Zappos is building strong presence on
multiple social media networks and setting hi-bar so that it can engage with more its
customers. they are nearly very top at the major brand ranking in customer service and