Role of social media in buying behaviour of customers

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.