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

RESEARCH METHODS AND
PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Background of the study..............................................................................................................1
Research Aim and Objectives......................................................................................................1
Research Questions......................................................................................................................1
Rationale......................................................................................................................................2
Significance..................................................................................................................................2
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................3
Research Type..............................................................................................................................3
Research Approach .....................................................................................................................3
Research Philosophy ...................................................................................................................4
Data Collection ...........................................................................................................................4
Sampling .....................................................................................................................................4
Data analysis................................................................................................................................4
Reliability and Validity................................................................................................................4
Research limitations.....................................................................................................................4
Ethical consideration....................................................................................................................5
TIMELINE.......................................................................................................................................5
REFERENCES................................................................................................................................6

Research Topic: To ascertain the impact of Social Media Marketing on consumer buying
behaviour in context of UK fashion industry: A study on Zara
INTRODUCTION
Background of the study
In the recent era, the UK fashion industry has been on boom and its rapid growth is the
driving force for the growth and development of the country. Its pace of capturing the market
share has contributed to the employment generation as well as uplifted the standards of living.
With the evolution of technological advancements, social media marketing has played a key role
in enhancing brand awareness and the revenues of the company. Through the digital marketing
platform including the social media applications, company website, search engines etc. the
company facilitates persuading the tastes and preferences of the consumers. For the current
proposal Zara is selected who produces and distributes the apparels and accessories globally. The
proposal enlightens with the procedure of the research and the time that shall be taken to conduct
such research.
Research Aim and Objectives
Aim:- The aim of conducting this research is to analyse the impact of social media marketing on
the buying behaviour of Zara's customers.
Objectives:-
The following objectives are designed based on the aim of the research.
 To build a conceptual understanding on social media marketing and its significance.
 To study the factors impacting customer buying behaviour in the fashion industry.
 To evaluate the effect of social media marketing on the buying behaviour of Zara's
customers.
 To recommend effectual strategies to conduct SMM in order to positively persuade the
customers.
Research Questions
Q.1 What is social media marketing and its importance in a company?
Q.2 What are the factors impacting buying behaviour of customers in respect of fashion
industry?
Q.3 What is the effect that social media marketing lies on the buying behaviour of Zara's
customers?
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