Social Media and Consumer Behavior

This assignment delves into the effects of social media on consumers, examining the influence of electronic word-of-mouth, brand community, and social media peer communication on purchasing decisions. It discusses the roles of green perceived value, risk, and trust in enhancing green purchase intentions, as well as the analysis of fashion consumers' motives to engage in online reviews and discussions. The document also touches upon the impact of web reviews on hotel potential customers' expectations and purchasing intentions.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
2.1 Research Questions...............................................................................................................1
2.2 Research investigation..........................................................................................................1
2.3 Questionnaire........................................................................................................................2
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................2

TASK
2.1 Research Questions.
There are some of the questions which needs to be identified from market so that
company can use such information in great manner.
 How much time people spend on social media?
 How social media is affecting the purchasing decision of people?
 To find the extent to which proper information is provided by social media regarding
product?
 To determine the limit at which people is used to recommend friends and relatives about
the product?
2.2 Research investigation.
Mainly there are two method for conducting the research and those are as qualitative and
quantitative (Chen and Chang, 2012). Basically, quantitative research is such which somewhere
completely depended on some numerical facts and figures as well. This tool does aid in having
an providing the practical, experimental, observational and numerical bonds too. Normally,
mathematical statics are that which has utilised the data collection in great way. Therefore, this
kind of research is such which is mainly used to differentiate in between the past and present to
predict the future alterations. Hence they do use the some measurable data to formulate fact and
also uncover the pattern in research as well. Data collection method is such which do include the
online surveys, paper surveys with the mobile surveys too.
Qualitative method is totally of fully different from the quantitative method as because
they do not rely on some numerical facts and figures. This method is based on the analysation,
interpretation and accumulation of the available information, which is normally performed by the
population in the appropriate manner and with strategies too (Smith, 2014). Moreover, such
method are those which comprise of feedbacks and thoughts who do share some kind of great
personality. Even though this data collection method has vary in using the structured and
somewhere the semi-structured techniques as well. It is such which do include the different
method like focus group, individual interviews and having participation. This is something which
does help in developing the ideas and hypothesis as well for having an quantitative research.
3

These two method help company to collect information in great way and thus the
organizations do choose the method according to the requirement.
2.3 Questionnaire.
It is being considered as the accurate method which do provide the range in options
among the population which can choose the cyclic viewpoints in great way. Generally,
interviews are such which is designed in accomplishing the data in various ways and even in
systematic manner as well which does had accuracy of data that could be obtained in various
questions which would be asked and will be analysed as well. Therefore, the survey was done on
30 people to gather various information related to the question being asked (Aral, Dellarocas and
Godes, 2013).
Questionnaire
Name:
Contact No:
Address:
Email id:
Gender:
1.) Does social media affect the purchasing decision of people?
 Yes
 No
2.) What percentage of people spend their maximum time on social media?
 60% to 70%
 70% to 80%
 80% to 90%
3.) Does social media help company to earn higher profit?
 Yes
 No
4

4.) Social media is helping company to attract the large customer towards their firm?
 Yes
 No
5.) Information provided by social media is accurate or not?
 Yes, it is
 No, its not there
6.) Social media thus help in increasing the productivity of company or not?
 Yes, it help
 No, it doesn't
7.) what level of percentage the customer decision making is affected by social media?
 Around 50 to 60%
 Around 60 to 70 %
 Around 70 to 80%
8.) Thus social media makes firms to bring innovation and creativity in their product and
services?
 Yes
 No
9.) Does firm think that social media is worth return on investment?
 Yes
 No
 May be
10.) Any recommendation?
…......................................................................................................................................................
...................................................................,
TASK 3
3.1 Use of the appropriate research evaluation technique for study.
Research design.
It is such which create different method and strategy which is there along with various
policies that investigate and also select the integrate elements of report. Research design is such
5

which does also contain the various aims and objectives in great way as they have importance
with which they do provide direction in great manner to research activities too (Wang and Wei,
2012). Moreover, this section is such that has an evaluation of aggregation and analysation of
their record as well. Main motto behind conducting an research is such which help to collect the
data and also help researcher to convert various think and information that also analyse different
think in proper manner as it investigate the different criteria with solution as well of research
problem. It is that which does showcase different thing specification that has required to test and
also evaluate theory too. Even though, mutilation method is that as to collect data and
information to make different calculation in order to have an conversion with data as well.
Research approaches
Research approaches are considered as the concept which develop different strategies,
plans and procedure as well that help in having a run in with research program in accurate and
systematic manner (Mauri and Minazzi, 2013). It is such which does make procedure in action
and thus it can contain several steps only which does follow the order and to collect analyse.
Generally content are those which are helpful in making formulating the different policies and
strategies that are necessary in setting up an target for having an investigation that also needs to
do in precise manner. This is such that program is somewhere divided into various parts like
inductive, deductive and adductive research. Deductive is responsible to check the validity and
accountability of theory, even though inductive methodology is such which do contribute in
emerging revolutionary assumption too. Last method is adductive that is responsible for
providing the detail of project. Generally, different approaches, adductive and different thing is
such which do incorporate the existing theory with construct changes.
Data sampling
Statistical analysis technique is such which needs to select and also leads to analyse the
pattern and trend as well with getting large data sized in great manner. Data sampling is
considered as the tool which somewhere utilised in gathering the sample in only at one place in
accomplishing the conduct of research on the topic in right way (Wolny and Mueller, 2013).
Probabilistic criteria and approach is such that help in selection of area with use for conducting
the survey and having an non-probabilistic aspect that also consider the voluntary responses and
feedbacks as well. Generally, it is considered as purposive sampling in with method. Although,
techniques are those that has method and divided into various parts as one with probabilistic and
6

non-probabilistic (Rapp, Beitelspacher, Grewal and Hughes, 2013). Moreover, researcher of
company thought to have a sample size of 30 candidates who are the customer of social media
sites with regular and also with short term basis too (Hudson and Thal, 2013). Sampling does
help firms to make an better decision which can help them to have an proper working and can
accomplish their goals and objectives too. Moreover, it is being there that the researcher does not
provide the accurate information in organization which can make them to get affected with
working too.
Ethical consideration
Ethical consideration is that which also appear in with critical manner as because this
section will describe the norms and policies which will make differentiation in between what is
right and what is wrong (King, Racherla and Bush, 2014). It is such that promote pursuit of
knowledge and trust as well which is having an different ethics and into account and thus they
have ethics into the account with false of data that can be eliminated. Ethics are considered with
important to run and also accomplish the project in right context and thus various professionals
in having an type of corporations that has consider various factor which conduct different firm
too. These are those actions which do outline the ethical behaviour of investigator in right
context too. Therefore, codes of different ethical conduct are those which link the honesty,
objectivity, confidentiality and with social responsibility as well (Chu and Choi, 2011).
Limitation
Limitation of research project is such which does occur at the time of investigation and
conduction with the limitation that depend on the nature and having an type of research and its
elements as well (Goh, Heng and Lin, 2013). Basically, essential sector is that which does help in
having minimising and reduction of limitation with conduct research program that according to
set the plans and procedure. In this case, a different check list is formulated so that designing
issues and problems are those that has an great impact on elimination from entire investigation in
right context too.
Negative impact are those which is reduced by the lead researcher and also get higher
result and also has an achievement of different goals that is limited to period of time too (Reza
Jalilvand and Samiei, 2012).
7

3.2 Data analysis.
This is such which has different information that has gathered by conducting the research
program and has to collect from various sample and has effective conclusion of entire
investigation. This data of graphs is such which are analysed as beneath.
Theme 1: Purchasing decision?
1.) Does social media affect the purchasing
decision of people?
Observation
 Yes 25
 No 5
Interpretation: Even in today's environment a large population of the country is on social media
and thus they depended on this only and they normally shop online only and spend their
maximum time over social media only. It was required for the company to know that social
media is thus affecting the purchase decision of company and for such the outcome of survey
was as expected. The result was like out of 30 people 25 said that Yes social media do affect the
purchasing power of people and thus remaining 5 people said that No social media is not
affecting the decision power of individuals.
Theme 2: Percentage of people on social media?
2.) What percentage of people spend their
maximum time on social media?
Observation
 60% to 70% 20
8
25
5
Yes
No

 70% to 80% 6
 80% to 90% 4
Interpretation: Even though its there that maximum number of people is on social media and
they perform their every task with the help of social media only and thus for such the company
was looking forward to collect the information regarding as what number of people is spending
their maximum time on the social media and for the such the outcome from survey is like that
out of 30 people 20% individuals spend their time of social media around 60 to 70 and 6%
person are those who uses social media round of 70 to 80 and apart from such 4% are those who
use social media around 80 to 90, which creates hurdle for them and it is somewhere bad as well.
Theme 3: Does help to earn higher profit?
3.) Does social media help company to earn
higher profit?
Observation
 Yes 24
 No 6
Interpretation: Every company does go with better working so that they can earn higher amount
or profit as well and thus for this. Company was identifying that whether they can utilise their
working and technology in better manner and thus to gather information the outcome of survey
9
20
6
4
60% to 70%
70% to 80%
80% to 90%

was like as out of 30 people said that 24 individual person said that Yes social media thus help in
earning a higher profit and which help them to expand their business as well and thus in regard to
this 6 person said that No social media is not helping to earn higher profit in great manner it is
company hard work which make them to have an earning income in right context.
Theme 4: Does it help in attracting the large number of customer?
4.) Social media is helping company to
attract the large customer towards their
firm?
Observation
 Yes 22
 No 8
10
24
6
Yes
No

Interpretation: Many firms are there who work hard and use the social media to attract the large
number of customer in great manner and thus it helps in attaining the increment of sales as well
and earning of income is also there with this and it was required to gather information related to
this particular thing only and thus the outcome of survey is like out of 30 people 22 candidates
are those who says Yes social media is that concept which does help in attracting the large
number of customer in great manner and thus it help company in increasing sales of their product
and services as well and 8 person said that No social media is such which does not help firm to
attract the large number of people towards the entity in right context too.
11
22
8
Yes
No

Theme 5: Information is accurate or not?
5.) Information provided by social media is
accurate or not?
Observation
 Yes, it is 26
 No, its not there 4
Interpretation: Many firms are there who uses the information of social media for their
strategies and decision and afterwards which impact them in various ways and even though they
loose their smooth working too. For organization it is required to analyse the research and
information whether it is correct or not in right context and thus according to survey the outcome
is like out of 30 people said that 26 person was like Yes social media do provide the accurate
information and they can make better decision with the help of such and thus in contrary to this 4
candidates said that No proper information is not provided to companies as because data is based
on assumption which can create hurdle as well.
Theme 6: Social media is increasing productivity?
6.) Social media thus help in increasing the
productivity of company or not?
Observation
 Yes, it help 20
 No, it doesn't 10
12
26
4
Yes, it is
No, its not
there

Interpretation: Many company work hard to increase their productivity in better manner and
this is such which make them to become competitive in right contrast and thus they have to work
in various ways as well. It was required by the company to gather information that social media
thus help in increased productivity in various ways or not. Although the outcome is be like as out
of 30 people said that 20 person are those who said Yes social media is increasing the
productivity of company in effective way and making them to earn in great way too and thus
help in bringing goodwill of the company as well. Apart from such 10 person was there who said
that No social media does not helped in earning higher productivity in various ways as well.
Theme 7: Percentage of decision making affected by social media?
7.) What level of percentage the customer
decision making is affected by social media?
Observation
 Around 50 to 60% 6
 Around 60 to 70 % 4
 Around 70 to 80% 20
Interpretation: Generally the company was looking to collect information as how much
percentage of people is somewhere affected with the social media and up to which level and for
such the outcome of survey is be like as the out of 30 people said that 6 person is be like in
between the 50 to 60% said that customer decision making is affected by social media and thus
they have to work in right manner and thus 6 person said that in between 60 to 70% individuals
does gets affect their purchasing decision just because of social media and apart from such 20
13
20
10
Yes, it help
No, it doesn't

person said that in between 70 to 80 people people gets affected just because of social media
even in great manner too. This outcome is rally helpful for the company to make an better
decision in organization too.
Theme 8: Does it bring innovation and creativity in product and services?
8.) Thus social media makes firms to bring
innovation and creativity in their product
and services?
Observation
 Yes 28
 No 2
14
6
4
20
Around 50 to 60%
Around 60 to 70 %
Around 70 to 80%

Interpretation: Every organization in market does bring innovation and creativity in their
product and services in great manner and thus they do such to attract various people and to earn
higher income and profit too. It was required by firm to gather information that the innovation
and creativity will help to sale the product and services in right context too and thus outcome of
research for this thing is like out of 30 people said that 28 person are saying that Yes innovation
and creativity in product can help in increasing the sales and revenues as well and apart from this
the 2 individuals are those who said that innovation and creativity does not help company to have
higher earnings as because earlier they were earning too.
Theme 9: Does social media is worth for return on investment?
9.) Does firm think that social media is
worth return on investment?
Observation
 Yes 24
 No 5
 May be 1
15
28
2
Yes
No
24
5
1
Yes
No
May be

Interpretation: Mainly many companies are there who invest their income ad revenues at
various places so that they can attain the return on investment in great way and this social media
is worth enough to increase the chances of investment in different firms so that they can also get
higher capital to invest in their technologies and HR. For such the outcome is be like as out of 30
people said that 24 person are there who think that social media is giving worth return on
investment that have made on social media for longer period and thus the 5 candidate said that
social media does not provide worth return on investment in great way and 1 person said that
they have no idea about this and whether the company is having an better return on investment or
not and thus a great earning is there or not.
3.3 Conclusion and recommendation.
Conclusion
From the above research project it can be said that, large number of people are there who
spend their maximum time on social media. Even though they spend maximum time on the
same. Even though the company conducted research of market to collect information of customer
and their behaviours towards the social media. Generally, the company do keep their eyes on
customer preference and taste in great manner, and even though the media tool to gather some
information about having selection the different choices. Social media is such which help
customer to collect information as where the innovative and creative product is available at
reasonable prices so that they can go and buy from such places and thus many of consumer are
there who buy online only. Moreover, company are those who uses social media as source of
information from where they can collect a large portion of information. This research project was
also formulated the aims and objectives of the organization and there main objective was, to
determine impact of social media on consumer decision process. Normally, social media do
changes the behaviour and taste of customer and it automatically impact the purchasing process
of consumer in great way.
Recommendation
There is always being an major objective of conducting the investigation of market and
with this company do come to know about the current trend and scenario which is related with
purchasing decision of customer from social media. Even though recommendation are those
which is provided to different parts of company so that improvement can be there in the working
part of organization in right contrast and thus some suggestion are be like:
16

 Moreover, the company has to analyse the market in better manner so that they can attain
their aims and objectives too.
 It is required to have reliable of having information which needs to be checked in right
context.
 Which social media is very much effective for the customers in great manner.
 Through research the demand in market for the product and services should be
determined so that according to such satisfaction can be provided too.
 Social media is thus which affect the decision of purchasing of customer in right context
and thus it help in having an great way too.
 Moreover, the company can also use the advanced technology so that they can come to
know how social media is affecting the purchasing decision in right manner though.
 It is required to have an team of research which can collect the information in accurate
way so that the company can make a proper strategy and decision in proper manner too.
 In future, the social media will change in great way too and thus organization has to make
an research according to that only.
 In future, the working should be done in various ways and thus it is required to call up for
better policy and procedure for employees so that they can work in right direction too.
REFERENCES
Books and Journals
17

Smith, N. C., 2014. Morality and the Market (Routledge Revivals): Consumer Pressure for
Corporate Accountability. Routledge.
Wang, X., Yu, C. and Wei, Y., 2012. Social media peer communication and impacts on purchase
intentions: A consumer socialization framework. Journal of interactive marketing. 26(4). pp.198-
208.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing. 30(1-2). pp.156-
160.
Reza Jalilvand, M. and Samiei, N., 2012. The effect of electronic word of mouth on brand image
and purchase intention: An empirical study in the automobile industry in Iran. Marketing
Intelligence & Planning. 30(4). pp.460-476.
Chen, Y. S. and Chang, C. H., 2012. Enhance green purchase intentions: The roles of green
perceived value, green perceived risk, and green trust. Management Decision, 50(3), pp.502-520.
Aral, S., Dellarocas, C. and Godes, D., 2013. Introduction to the special issue—social media and
business transformation: a framework for research. Information Systems Research. 24(1). pp.3-
13.
Mauri, A. G. and Minazzi, R., 2013. Web reviews influence on expectations and purchasing
intentions of hotel potential customers. International Journal of Hospitality Management. 34.
pp.99-107.
Wolny, J. and Mueller, C., 2013. Analysis of fashion consumers’ motives to engage in electronic
word-of-mouth communication through social media platforms. Journal of Marketing
Management. 29(5-6). pp.562-583.
Chu, S.C. and Choi, S.M., 2011. Electronic word-of-mouth in social networking sites: A cross-
cultural study of the United States and China. Journal of Global Marketing. 24(3). pp.263-281.
King, R.A., Racherla, P. and Bush, V.D., 2014. What we know and don't know about online
word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing. 28(3).
pp.167-183.
Goh, K. Y., Heng, C. S. and Lin, Z., 2013. Social media brand community and consumer
behavior: Quantifying the relative impact of user-and marketer-generated content. Information
Systems Research. 24(1). pp.88-107.
Rapp, A., Beitelspacher, L. S., Grewal, D. and Hughes, D. E., 2013. Understanding social media
effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing
Science. 41(5). pp.547-566.
18