Role of social media in buying behaviour of customers

This research examines the role of social media in the buying behaviour of customers. It explores the benefits of social media for businesses, the factors influencing buying behaviour, and the impact of social media on consumer decisions. The study focuses on Unilever as a case study.

Research methods
& PROJECT

ABSTRACT
Present investigation has been taken into consideration about role of social media in
purchasing behaviour of customers. Social media has many benefits to business and helpful in
influence buying behaviour of the consumers. Aim of present research is “To determine the role
of social media in buying behaviour of customers.” There has been literature review conducted
by using the secondary sources like journals, articles, internet sources and books. There has been
quantitative research method considered because this gives factual information related particular
field. For gathering of information, primary method has been considered as in this questionnaire
has been developed on the basis of role of social media in buying behaviour of customers.

TITLE: Role of social media in buying behaviour of customers.
CHAPTER 1: INTRODUCTION
1.1 Background
Social media is defined as interactive digitally mediated technology that mainly facilitate
sharing or creation of ideas, information and some of the other expression forms through
networks. It is internet based technology and also provide the users electronic communication
quickly. Social media has had more impact on how the business search as well as communicate
with audiences. The buying behaviour of consumers is acts of people which consists in
purchasing and using of goods (Cartwright, Davies and Archer-Brown, 2021). It develops the
positive impact on buying behaviour of consumers. There is not any surprise that all types of
business have been turn to the social media in order to connect with target market.
1.2 Rationale of research
The rationale behind conducting investigation is that it provides information about the
social media in purchasing behaviour of the consumers. Present investigation is conducted in
professional and personal context. In personal way, understanding of an investigator about social
media in the detailed manner. In this, some issues can be determined faced through company
related to social media (Dolega, Rowe and Branagan, 2021). On other hand, this research is
helpful in enhancing the skills and core competencies of an investigator while conducting
another investigation in future.
1.2 Aim
"To determine the role of social media in buying behaviour of customers." A study on
Unilever.
1.3 Research Objectives
 To understand benefits of social media in context to Unilever business.
 To determine the role of social media in buying behaviour of customers.
 To identify the different factors affecting buying behaviour of customers.
1.4 Research Questions
 What are the benefits of social media in context to Unilever business?
 What is the main role of social media in buying behaviour of customers?

 What are the various factors affecting buying behaviour of customers?
1.5 Approach and Methodology
For this present investigation, quantitative research method will be considering as it
provides the relevant information and also facts and figures regarding role of social media in
buying behaviour of customers (Evans, Bratton and McKee, 2020). On the other hand, deductive
research approach will be considering as it generalises the research findings to the certain extent.
1.6 Chapter Preview
This chapter of research will be dealing with giving information about the role of social
media in buying behaviour of customers in detailed manner. It will be important in determine the
impact of social media in consumer purchasing behaviour. Aim and objectives are developed as
per the specific research area (Li, Larimo and Leonidou, 2021).

CHAPTER 2: LITERATURE REVIEW
It is explained as summary of scholarly sources related to role of social media in buying
behaviour of customers. In this, information has been gathered through using secondary sources
such as journals and others. The purpose of conducting literature review is to accomplishing
research objectives.
Benefits of social media in context to Unilever business
On the basis of Newberry (2021) social media is one of the necessary way to reach at
consumers, gain the precious insights and develop brand. It has developed way to send
messaging of brand to people at right time and hope they stick to the brands. In relation to this,
there are some benefits of social media given below:
Increased Brand Awareness- In this, social media is is less costly digital marketing
method that is used to be syndicate the content as well as enhance business visibility (BIhejirika,
Goulding and Calvert, 2021). Executing the social media strategy will enhance the brand
recognition as company will engage with the wider consumer gathering.
More Inbound Traffic- Under this, without marketing the business on the social media,
an inbound traffic is limited to the consumers ( Macarthy, 2021). An individual are familiar
which brand is finding. Without use social media marketing strategy, company will face
complexities in reaching at loyal customers.
High conversion rates- With enhanced visibility, business gain large number of
opportunities for the conversion purpose. Each image, post, comment and video may be lead the
viewers to website of company and enhance traffic. The social media marketing permits business
to provide positive impression by humanization factor.
Better customer satisfaction- The social media is one of the effective communication as
well as networking platform (Malesev and Cherry, 2021). The consumers are appreciating in
knowing that when they are post comments on pages then they will be receiving personalised
response than automated messages.
Role of social media in buying behaviour of customers
As per perspective of FitzGerald (2021) social media consists visuals, content,
influencer’s, promotions and discounts to influence purchasing behaviour of consumers. Social
media plays necessary role in attracting the large number of consumers and interact with them.

The customers which are influenced through social medians are likely to spend on purchase
more. Impact of the social media on consumer behaviours cannot neglected through the
businesses as well as brands. Social media is useful platform that provides the relevant
information to customers about products and services. This helps in attract the large number of
customers and provide them the options to select the better one as per their preferences. Through
using different social media platforms, customers can know about the review of other people
regarding the specific product and then make their purchasing decision. Other than this,
consumer buying behaviour is related to study how company and people choose as well as use
services and products. Its main focus on motivations, behaviours and psychology. The different
social media platforms for an instance Facebook, Instagram, Twitter and Pinterest seem to be
effectively as well as increasingly bringing the brand awareness and also influence the decision
making of consumers (Mason, Narcum and Mason, 2021). It can influence markets and
consumers both and becoming most welcomed online selling point through millennial.
Different factors affecting buying behaviour of customers
Hoon Park, Gul Ki (2021) stated that Consumer behaviour is mainly influenced through
several factors. It is necessary for an organisation to understand factors that mainly influence the
consume behaviour. There are different factors given below which impact the purchasing
behaviour of consumers:
Psychological Factors- The human psychology factor is complex to be measure but
powerful enough to impact the consumer purchasing decisions. These factors consist perception,
motivation, learning and attitudes of people influence consumer buying behaviour.
Social factors- People are the social being and live around several people which
influence the purchasing behaviour. They try to imitate the other people and wish to accepted
socially in society. The purchasing behaviour of consumers is influenced through other people.
The social factors consist family, role and status and reference groups (Mishra and Singh, 2021).
Cultural factors- It is related to group of the people which associated with set of
ideologies and values which are concerned to specific community. When an individual comes
from specific community then behaviour is influenced through culture that is relating to specific
community.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is defined as path by which an investigator requires to conduct an
investigation. This shows path by which investigators develop issue as well as objectives from
data obtained at the time of study period. Research onion has been considered while conducting
the methodology. It was developed by Saunders et. al. (2007) by consisting different layers.
Research philosophy
Research philosophy is explained as belief regarding way in which data related to
phenomenon should be collected, examined and used in an effective manner. In the present
study, there has been positivism research philosophy considered as it is the actual knowledge that
gained by observation consisting measurement (Pollák and Markovič, 2021).
Research Approach
It is defined as the plan that involves steps of the wider assumption to the data collection
methods and interpretations. Deductive research approach has been considered because it is
based on the quantitative method and can be employed for complete understanding of role of
social media in buying behaviour of customers that an investigator is mainly studying (Bonilla
Quijada and et. al., 2021).
Research Strategy
It is necessary to select the effective strategy for collection of information in an effective
manner. There has been survey research strategy considered as it helps in collect the sample size
from large number of respondents. The benefit of using this strategy is that an investigator can
collect relevant data within less time period related to role of social media in buying behaviour of
customers.
Research Choice
In current research, quantitative research method has been considered. This research
method has been considered because it gives the facts and figures about role of social media in
buying behaviour of customers. This can be effectively used to search the patterns, make proper
prediction and also generalise the outcomes to broader populations. The research outcomes
gained through an investigator are logical and valid in nature (Wibowo and et. al., 2021).

Figure 1: Research Onion (2020)
Data collection methods
There are primary and secondary two different types of data collection methods. In this
research, there has been primary method considered by developing questionnaire on the role of
social media in buying behaviour of customers. There have been different questions developed to
gain the information about role of social media and purchasing behaviour of consumers.
Sampling
This is concerned with collect sample size from large number of population. In this, 30
respondents have been chosen by using the random sampling method. The reason of selecting
this sampling method is that it makes sure that each member has equal chance for selection or
chance of getting response (Vrontis and et. al., 2021).
Time horizon
It is planning horizon that fixed point of the time in future at which specific process will be
assumed or evaluated. The longitudinal and cross- sectional are two different types of time
horizons. In conducting the investigation, there has been cross- sectional time horizon considered
because it is specific as per the research activities. With the help of this time horizon, an

investigator can able to complete activities within the specific time period and gain the positive
research outcomes (Yee and et. al., 2020).

CHAPTER 4: ANALYSIS AND FINDINGS
QUESTIONNAIRE
Q1) Do you have knowledge about social media in context to business?
a) Yes
b) No
Q2) According to you, what are the benefits of social media for Unilever organisation?
a) Attract customers
b) Increase your market reach
c) Build customer loyalty.
d) Enhance revenue by building customer networks
Q3) Does social media influence the buying behaviour of consumers at marketplace?
a) Yes
b) No
Q4) What is the role of social media in buying behaviour of customers?
a) Enhance brand awareness
b) More product choices
c) Creating exchanges with consumers
Q5) What are the different factors affecting buying behaviour of customers?
a) Psychological Factors
b) Social Factors
c) Cultural Factors
d) Personal Factors
Q6) As per your perspective, which different social media platforms Unilever can be used
for interacting with consumers?
a) Facebook
b) Instagram
c) Twitter
Q7) On the basis of your opinion, what are the different social media factors that mainly
influence the buying behaviour of consumers?
a) Reviews from influencers

b) Social media advertising
c) Reviews from social media connections
Q8) What are the different social media issues faced through Unilever organisation?
a) No Formal Social Media Strategy
b) Building a Community of Followers
c) Tracking Results
Q9) As per your perspectives, what are the different ways through which company can
overcome from social media challenges?
a) Choose the Right Social Media Platforms
b) Build Followers In-Person
c) Focus on Long-Term Success
Q10) Give suggestions to make the customers loyal and sustain them at marketplace to gain
competitive advantages.
Frequency Table
Q1) Do you have knowledge about social media in context to business? Frequency
a) Yes 25
b) No 5
Q2) According to you, what are the benefits of social media for Unilever
organisation?
Frequency
a) Attract customers 9
b) Increase your market reach 9
c) Build customer loyalty 7
d) Enhance revenue by building customer networks 5
Q3) Does social media influence the buying behaviour of consumers at
marketplace?
Frequency
a) Yes 22
b) No 8
Q4) What is the role of social media in buying behaviour of customers? Frequency
a) Enhance brand awareness 12
b) More product choices 10

c) Creating exchanges with consumers 8
Q5) What are the different factors affecting buying behaviour of
customers?
Frequency
a) Psychological Factors 10
b) Social Factors 5
c) Cultural Factors 5
d) Personal Factors 10
Q6) As per your perspective, which different social media platforms
Unilever can be used for interacting with consumers?
Frequency
a) Facebook 10
b) Instagram 10
c) Twitter 10
Q7) On the basis of your opinion, what are the different social media
factors that mainly influence the buying behaviour of consumers?
Frequency
a) Reviews from influencers 8
b) Social media advertising 10
c) Reviews from social media connections 12
Q8) What are the different social media issues faced through Unilever
organisation?
Frequency
a) No Formal Social Media Strategy 12
b) Building a Community of Followers 11
c) Tracking Results 7
Q9) As per your perspectives, what are the different ways through which
company can overcome from social media challenges?
Frequency
a) Choose the Right Social Media Platforms 10
b) Build Followers In-Person 10
c) Focus on Long-Term Success 10

THEME 1: knowledge about social media in context to business
Q1) Do you have knowledge about social media in context to business? Frequency
a) Yes 25
b) No 5
Interpretation: From mention graph, there are 25 respondents which are aware related to the
social media in relation to business. 5 remaining respondents are not aware about the social
media in detailed manner.

THEME 2: Benefits of social media for Unilever organisation
Q2) According to you, what are the benefits of social media for
Unilever organisation?
Frequency
a) Attract customers 9
b) Increase your market reach 9
c) Build customer loyalty 7
d) Enhance revenue by building customer networks 5
Interpretation: On the basis of mention graph that there are 9 respondents which said that social
media helps in attract the large number of customers towards business. 9 respondents said that it
enhances market reach for business to conduct investigation about customer’s preferences. 7
respondents are agreeing with develop customer’s loyalty. On the basis of 5 respondents that
social media is effective in enhance revenue through developing the effective customer’s
networks.

THEME 3: Social media influence the buying behaviour of consumers at marketplace
Q3) Does social media influence the buying behaviour of consumers at
marketplace?
Frequency
a) Yes 22
b) No 8
Interpretation: According to 22 respondents that social media influence the buying behaviour
of consumers at marketplace. On the other hand, 8 remaining participants which said that social
media does not influence the buying behaviour of consumers at marketplace

THEME 4: Role of social media in buying behaviour of customers
Q4) What is the role of social media in buying behaviour of customers? Frequency
a) Enhance brand awareness 12
b) More product choices 10
c) Creating exchanges with consumers 8
Interpretation: As per perspective of 12 respondents that social media enhance the brand
awareness at marketplace. On the basis of 10 respondents that social media is effective in make
the more product choices for consumers so that they can choose the better one. There are 8
remaining respondents which are agree with developing exchanges with the customers.

THEME 5: Factors affecting buying behaviour of customers
Q5) What are the different factors affecting buying behaviour of
customers?
Frequency
a) Psychological Factors 10
b) Social Factors 5
c) Cultural Factors 5
d) Personal Factors 10
Interpretation: There are 10 respondents they said that Psychological Factors is mainly
affecting purchasing behaviour of the consumers. 5 respondents are agreeing with social factors.
According to 5 participants who said that cultural factor is more impact on purchasing behaviour
of the consumers. 10 remaining are agreeing with the personal factors.

THEME 6: Different social media platforms Unilever can be used for interacting with
consume
Q6) As per your perspective, which different social media platforms
Unilever can be used for interacting with consumers?
Frequency
a) Facebook 10
b) Instagram 10
c) Twitter 10
Interpretation: 10 participants said that Facebook is one of the better social media platforms
Unilever can be used for interacting with consumers. There are 10 respondents and according to
them through using Instagram company can able to share the videos and posts of specific
product. 10 remaining respondents are agreeing with using the Twitter as social media platform.

THEME 7: Social media factors that mainly influence the buying behaviour of consumers
Q7) On the basis of your opinion, what are the different social media
factors that mainly influence the buying behaviour of consumers?
Frequency
a) Reviews from influencers 8
b) Social media advertising 10
c) Reviews from social media connections 12
Interpretation: There are 8 respondents and said that review from the influencers develops
negative impact on consumers buying behaviour. 10 respondents said that social media
advertising negatively impact on purchasing behaviour. Remaining 12 respondents are agreeing
with reviews from social media connections.

THEME 8: Social media issues faced through Unilever organisation
Q8) What are the different social media issues faced through Unilever
organisation?
Frequency
a) No Formal Social Media Strategy 12
b) Building a Community of Followers 11
c) Tracking Results 7
Interpretation: On the basis of 12 respondents that no Formal Social Media Strategy is main
social media issue faced by Unilever company. 11 respondents are agreeing with developing
community of the followers. There are remaining 7 respondents which are agree with tracking
the results.

THEME 9: Ways through which company can overcome from social media challenges
Q9) As per your perspectives, what are the different ways through
which company can overcome from social media challenges?
Frequency
a) Choose the Right Social Media Platforms 10
b) Build Followers In-Person 10
c) Focus on Long-Term Success 10
Interpretation: There are 10 respondents which said that company should select right social
media platform to improve social media and connect with customers. 10 respondents arte agree
with develop the followers in- person. 10 remaining respondents are agreeing with focus on
Long-Term Success of business.

CHAPTER 5: A CRITICAL APPRAISAL, RECOMMENDATIONS &
SUGGESTIONS FOR FURTHER WORK
5.1 Critical appraisal
From the above mention information, this has been examined that social media is mainly
used by the business to keep in touch with customers and enhance the brand awareness among
them. There has been questionnaire considered for developing the collection of information by
using the authentic sources. The benefit of using this method is that it is time saving and easy to
collect more information from large number of population. There have been different questions
developed about the role of social media in influencing the buying behaviour of consumers.
As contrary to this, researcher could be considered the interview as effective methodology
for the future work. This is flexible approach, permitting for posing the new questions. From the
interview, there is better response rate as comparison to the mailed questions, interviewer can
able to judge non- verbal behaviour of respondent. The reason not to using interview method in
this research is that it is more time taking and costly.
5.2 Recommendations
Current investigation is related to role of social media in buying behaviour of customers.
Social media provides the benefits to business and make the customer loyal. Related to this, there
are some recommendations mention below:
 It is necessary for Unilever company to interact with the customers for determining their
buying behaviour and provide them products and services as per their expectations.
 An organisation should develop the multichannel approach. It should identify that this is
dangerous to focus on single social network, firm should develop understanding of target
audience and use more networks for various purposes.
 To encourage the people of target audience to engage with content in the meaningful
ways, there is a need to have social media monitors to observe comment of users.
5.3 Suggestion for the further work
The main reason to perform current research is to find out complexities by collecting the
information and data collected through using the different source’s. This research is helpful in
give detailed and in- depth understanding about use of social media in business and the role
played through social media in buying behaviour of consumers. There has been questionnaire

developed by consisting different questions about role of social media in purchasing behaviour
of customers. This method is effective in collect information became it takes less time to gather
information from more respondents. For the further work, it has been recommended that
interview could be used as it observe the response of participants and give specific information.

CHAPTER 6: CONCLUSION
From the above mention information, it has been concluded that social media is helpful in
influence the buying behaviour of customers. This helps in attract the large number of customers
and communicate with them to determine their needs as well as preferences. There has been
studied about the different benefits company can gain by using social media for an instance
Increased Brand Awareness, More Inbound Traffic, High conversion rates and Better customer
satisfaction. These helped in enhance the customer base of company and make them loyal. Due
to enhance online shopping and amount of the time that spend on social media, it influences the
buying behaviour of consumers. Online and social media shopping is shortened customer
journey.

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