Social Media Marketing & M&S

This assignment explores the influence of social media marketing on Marks & Spencer (M&S). It delves into how M&S leverages social media platforms to shape its brand image, foster customer engagement, and ultimately drive sales. The analysis considers various aspects such as consumer behavior, e-word-of-mouth, corporate social responsibility, and the effectiveness of M&S's social media strategies.

Research Project

Table of Contents
TITLE..............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
TASK 1: INTRODUCTION............................................................................................................3
1.1 Overview of research........................................................................................................3
1.2 Background of company...................................................................................................4
1.3 Aims and objectives.........................................................................................................4
1.4 Research questions...........................................................................................................4
1.5 Gantt chart........................................................................................................................5
TASK 2: LITERATURE REVIEW.................................................................................................6
2.1 Marks and Spencer is using the online media for marketing and promotion purpose.....6
2.2 Social media sources are majorly used for the purpose of marketing, promotion or
branding..................................................................................................................................6
2.3 Social media influence or affects the consumer choice and buying behaviour................7
TASK: 3 RESEARCH METHODOLOGY.....................................................................................7
3.1 Type of research...............................................................................................................7
3.2 Approach..........................................................................................................................8
3.3 Data sampling...................................................................................................................8
3.4 Tools for collecting data...................................................................................................8
TASK 4: DATA ANALYSIS..........................................................................................................8
........................................................................................................................................................12
TASK 5: CONCLUSION AND RECOMMENDATION.............................................................15
5.1 Recommendation............................................................................................................15
5.2 Conclusion......................................................................................................................16
REFERENCES .............................................................................................................................17

TITLE
“How social media affects customer choices and their buying behaviour . A case study
on Marks and Spencer.”
INTRODUCTION
Most business marketer and owners have heard that social media refrain is essential.
Online business support proper and effective communication with consumer or buyer giving
opportunities to expand and develop their business organisation. Sites of social media has wide
reach which nearly guarantee an organisation proper conveyance of interacted message. Vast
number of buyers and consumer are making their purchase decision through online media which
is increasing each day more and more (M&S looks to more closely align marketing and digital as
it puts ad account up for pitch, 2016). This has become key element of marketing, sales,
commerce, promotion and branding activities of an organisation. Marks and Spencer is one of
the largest retailing organisation in United Kingdom focusing over the expansion of business
more. This report will determined goals and objectives in order to analyse the influence of social
media on consumer choice in a systematic research manner.
TASK 1: INTRODUCTION
1.1 Overview of research
In this research program part, the learner is being explained the reasons or causes behind
conduction behind the conduction of research report by evaluating the review of enterprise. The
main aim is to understand and evaluate influence the change in consumer choice due to social
media content. Social influencers term which has been coined for presenting the individuals
which has significant subscriber on online media. The audience is heavily influenced by social
media channels which is being used by business organisation. 80% of people are likely to
purchase the service and items based on the suggestions of friend. The higher profitability of
purchase determine the interest, sales number of products. In order to expand the business for
Marks and Spencer, it is essential for them to evaluate the interest and choice of consumer which
firm is targetting (Solomon and et. al., 2014). Thus, a research project is being organised over
influence of social media on consumer choice in order to meet requirements of products and
services along with making changes according to it.
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1.2 Background of company
M&S also known as Marks and Spencer is international supermarket company of United
Kingdom with more than 1,380 stores globally. The company provide luxury food services along
with other retailing service within low price and high quality. It was established by Michael
Marks along with Thomas Spencer in 1884 which now has expanded its branches in over than 11
nations with only 798 stores only in UK. The company is recently aiming over the expansion
over business through using effective media and marketing tools understanding the impact of it
on consumer choice. As the use of social media has increase among consumer and clients, it has
become essential to use online media to reach consumer. The purpose of firm is to achieve the
demands and expectation of clients in regard of service and products in order to become highest
revenues earning organisation. The enterprise has been deploying through social media by proper
marketing and promotional activities in most access platforms and sites leading to more purchase
of service (M&S invests 20% of media spend in social media as it ups focus on storytelling,
2015). This revolutionary method has been influencing the people in vast way which is changing
the demands of individual according to the presented manner. Thus, this report will evaluate
whether the social media have been affecting the interest of buyers and how it is influencing the
company sales.
1.3 Aims and objectives
Major aim of this research project is “How social media affects customer choices and
their buying behaviour. A case study on Marks and Spencer.”
Objectives:
 To assess the increasing use of online media for marketing and promotion by Marks and
Spencer.
 To investigate the methods and techniques utilised by organisation for promotion,
branding or mark ting purpose.
 To study the impact of social media on the behaviour and buying decisions of consumer.
1.4 Research questions
 Why Marks and Spencer is using the online media for marketing and promotion purpose?
 Which social media sources are majorly used for the purpose of marketing, promotion or
branding of the company?
 How the social media influence or affects the consumer choice and buying behaviour?
4

1.5 Gantt chart
In this report, the researcher should be updated about the techniques of marketing for
increasing sales and meeting more consumers. In order to meet those, they are coordinating
various techniques and methods in business organisation. The research project has been building
over proper routine and conduct disciplined activities through managing proper time frames.
Here are developed Gantt Chat for tacking the whole practices or steps in order to meet the final
outcome of this report within the determined time period:
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TASK 2: LITERATURE REVIEW
2.1 Marks and Spencer is using the online media for marketing and promotion purpose
According to Solomon, Russell-Bennet and Previte (2012), business organisation used to
optimise media for the purpose of promotion and marketing of company's service and products.
This was very traditional techniques of sales increment which is being used by different types of
companies ages before and is being used by enterprise nowadays. With time, as the technique
altered, digitalisation occurred in whole market and business sector that is used for different
purposes whether it is entertainment and information. Social or online media is one of the most
powerful way for business organisation to meet consumer prospects and wide range of buyers.
Marks and Spencer, understanding the need and requirement of using proper social media tools,
have set the proposal of invest 20% or 1 by 5th part of whole media promotion and marketing
over the enhancement over content and storytelling through social media in order to send the
focused message in more ideal manner. This has been said that better communication
sustainability is major aim of organisation where population of people including teenager, adults
and old age that is increasing day by day. According to the previous studies, 60% of buyer of
online media is being tempted by the organised promotional and marketing techniques of
organisation.
2.2 Social media sources are majorly used for the purpose of marketing, promotion or branding
According to Fotis, Buhalis and Rossides (2012), online media has changed the methods
and techniques along with way of working by business organisation so as M&S's. Perspective
and opinion is being pursued by using online or social media as a medium of marketing and
promotion. Marks and Spencer has been opting the social media as the medium of marketing and
promotion to engage consumer as well as increase sales through organising various activities
such as campaign of marketing etc. According to CEO of M&S, social media support interactive
and fundamental technique claiming that more than 14% of issues linked with quality of service
has been solved easily through the help of this. Company is using various methods or techniques
for this purpose such as Facebook, Twitter, LinkedIn, Instagram, Pinterest, YouTube, Yelp,
Twitter etc. It has been noticed that 34% of sales of services has been increased cause of social
media marketing campaigns and promotional activities. Thus, the whole process help in branding
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of organisation leading to better performance and enhance the interest of people in enterprise
product as well.
2.3 Social media influence or affects the consumer choice and buying behaviour
According to Hajli (2015), as the use of social media is increasing each and every day, it
has led an organisation to a main consumer brand awareness shift and influencing the though or
choices of consumer whether purchase a product or not. Researcher are rapidly aware of the
brands nature on social sites creating value on the decision-making and consumer choices. This
rely on the attractiveness and styles effectiveness, using which company is promoting their
service as this aware the clients about the service and products. Social media impact how the
brand is being perceived by consumer or public creating different influence on the daily basis. A
client first informed the service and product knowledge and subsequently improve the negative
and positive feeling in regard of service by avoiding or using it. After analysing the information
from an entertainment medium, client make a brief analysis over product and make the decision
of purchase. Marketer aims the medium or sites where the certain age or interest group can be
met. The type of information that client consumes, build consumer perception turn by turn and
influence them for making the decision of purchase. There are various social media platform use
by differ nations or business organisation for different work or strategy but the essential elements
is which target audience use what content and where?
TASK: 3 RESEARCH METHODOLOGY
While investigating a research project, a researcher is accountable for accumulation of
data in effective and systematic manner in order to provide worth to their presented report for
which they coordinate various activities. In fact, through this technique, one can meet statics and
facts or numerical data linked with conflict and issue. Thus, the major aim of this part of project,
the evidence accumulation linked with investigation and numerous effective techniques is being
made according to tittle and organisational strategies or plans (Heinonen, 2011). Here are
mentioned some of the major components consist in the research methodology section mentioned
here:
3.1 Type of research
The investigation process is a complicated and systematic process which required
effective accumulation of evidence and accurate data related to organisation for proper decision-
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making. It is a complex procedure is conducted according to different research type whether
qualitative or quantitative for reporting form in order to attain goals and objectives. Qualitative
method of research where focus over the attitudes or behaviour of the accumulated research, on
the other hand, quantitative research seek for facts and data linked with organised report of
research (Chu and Kim, 2011). Hence, through gathering several different information using
qualitative and quantitative sort of research, influence of social media over the consumer
decision-making and buying behaviour can be analysed in better manner.
3.2 Approach
Basically, there are two research approaches types utilised in a project, first in inductive
and other is deductive. This report will investigate hypotheses and develop the whole report on
the basis of assessment which can be attained by using inductive research approach. On the other
hand, deductive research approach is sharply opposite.
3.3 Data sampling
Sample refer to the choose individuals who represents the entire population of a research
project in order to proper representation of whole people. Sampling is one of paramount phase
while developing a research methodology opted by Marks and Spencer in order to meet the
outcome of social media impact in better manner. This report will utilise simple non-random
method of sampling for meeting the required outcome.
3.4 Tools for collecting data
Authentic information collection that is considered as one of major task while evaluating
the project of research. This is essential to evaluate the position of market, consumer response,
undertaken design or plan along with process of decision-making (Wang, Yu and Wei , 2012).
Through the assistance of questionnaire as a tool of data collection, authentic data can be
gathered by the company that can help them in understanding the influence of new media or
social media among clients or public.
TASK 4: DATA ANALYSIS
This portion would analyse the accumulated data which has been gathered through the
questionnaire techniques filled by responders. The study has took 20 testee for their survey
which has been interpreted as below:
QUESTIONNAIRE
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Name:
Gender:
Age:
Q.1. Which channel of media mainly utilised by Marks and Spencer for attracting consumer? Traditional Media Electronic Media New Media
Q.2. Is Marks and Spencer organising appropriate promotion and marketing techniques? Yes No
Q.3. Which group of consumer use social media more for information and e-shopping
technique? 14- 20 Age 21-30 Age 30-50 Age
Q.4. Is social media an effective and entertaining medium, according to you? Yes No
Q.5. For what purpose, social media is being used by Marks and Spencer? Promotion Marketing Brand Management
Q.6. Does social media is supporting the increment in sales of services and products of
organisation? Yes No Neutral
Q.7. How social media is affecting the consumer choice and their buying behaviour? Through connecting according consumer forums of consumer information Provide knowledge and information of different culture
 Opinion influencer by presenting information according to client interest
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INTERPRETATION
Theme: New media is trending method of marketing and promotion.
Q.1. Which channel of media mainly utilised
by Marks and Spencer for attracting
consumer?
Rate
 Traditional Media 6
 Electronic Media 6
 New Media 8
Interpretation: The above graph states that most of organisations are using social or new
media for attracting buyer or consumer toward their services and products. Though the use of
other media channel has not been decreased. According to data, 8 out of 20 testee believes that
clients are using new media where 6 use traditional and 6 of them utilise electronic media for
marketing and promotion strategy.
Theme 2: M&S is successfully organising marketing & promotional activities.
Q.2. Is Marks and Spencer organising Rate
10
6
6
8
Traditional Media
Electronic Media
New Media

appropriate promotion and marketing
techniques?
 Yes 15
 No 5
Interpretation: It can be state from above graph that 15 out of 20 responder agrees with
the fact the Marks and Spencer is using their promotional and marketing techniques in most
effective manner. Where 5 of those responder disagree with this statement.
Theme 3: Adult are the main audience on social media. new technique to reach consumer
Q.3. Which group of consumer use social
media more for information and e-shopping
technique?
Rate
 14-20 Age 6
 21-30 Age 8
 30-50 Age 6
11
Yes No
0
2
4
6
8
10
12
14
16 15
5
Rate

Interpretation: Graph states that more than 8 out of each 20 responder believe that age of
21-30 uses more new media for information and entertainment. Whereas 30-50 age group people
also use as equivalent as 14-20 age group which is not less than 21-30. Thus, people are
drastically converting or transforming their information sources from traditional to new media,
specially social media.
Theme 4: Social media is entertaining and informative source
Q.4. Is social media an effective and
entertaining medium, according to you?
Rate
 Yes 17
 No 3
Yes No
0
5
10
15
20 17
3
Rate
12
14- 20 Age
21-30 Age
30-50 Age
0 1 2 3 4 5 6 7 8
6
8
6
Rate

Interpretation: 17 out of 20 responder believes on the fact that social media is
entertaining and informative medium which provide knowledge and able to influence people. But
on the other hand, three of them were disagree with this statement. Marks and Spencer is using
this medium to reach the consumer in more entertaining and interesting manner which can help
organisation rendering more sales of services and products.
Theme 5: Social media assist in marketing, promotion and brand management
Q.5. For what purpose, social media is being
opted by Marks and Spencer?
Rate
 Promotion 7
 Marketing 7
 Brand Management 6
Interpretation: The stated graph explains the use of social media within an organisation
for fulfilment of different purposes. 7 responders states that company use this as marketing
medium where equivalent supports that it use social media for better promotional activities.
Where 6 of them claimed that brand management can be admin through social media.
Theme 6: New media render more sales
13
Promotion Marketing Brand Management
5.4
5.6
5.8
6
6.2
6.4
6.6
6.8
7
7 7
6 Rate

Q.6. Does social media is supporting the
increment in sales of services and products of
organisation?
Rate
 Yes 12
 No 3
 Neutral 5
Interpretation: Above graph represents that 12 of responders believes that through social
media, company can meet more sales of products and services. On the other hand 5 of them
testee claimed that there is neutral impact where 3 of them said that consumer has less amount of
sales due to dissatisfaction in the consumer experiences.
Q.7. How social media is affecting the
consumer choice and their buying behaviour?
Rate
 Through connecting according
consumer forums of consumer
information
9
 Provide knowledge and information of
different culture
6
14
12
3
5
Yes
No
Neutral

 Opinion influencer by presenting
information according to client
interest
5
Interpretation: There are various mediums and techniques through consumer preferences
and choices changes. 9 of responder believes through forums of information, the consumer
choices changes which influence their buying behaviour. 5 of the state that through gaining
different culture information which affect the choice and interest of individual. Also through
presenting information according behaviour of clients also affect their interests.
TASK 5: CONCLUSION AND RECOMMENDATION
5.1 Recommendation
This can be recommend from this report that an organisation like Marks and Spencer
need to evolve and influence the behaviour or purchasing products along with choices of
consumer. Use of proper information tools such as social media allow better communication
flow within the company. In order to attain or meet different types of consumer and audience, an
organisation make use of different forums such as art, music, drama, meme etc. on social media
that influence client's perception and interests. Through tempting client using virtual or online
activities, one can gain mass number of consumer (Naylor, Lamberton and West, 2012). It has
been observed that many people or individual which has been converted as potential buyer have
15
0
2
4
6
8
9
6 5
Rate

been attracted cause of social media. Thus, organisation can organise numerous activities such as
social media advertisement, online campaign etc. that can help them in effective promotion of
products, branding of organisation and marketing of service leading enterprise success. Also the
company can develop their own application and use other online resource for delivering proper
consumer satisfaction.
5.2 Conclusion
It can be explained from the above report that use of social media have been increased
after digitalisation incur globally. Sites of social media has wide reach which nearly guarantee an
organisation proper conveyance of interacted message. The social network use has become more
valuable tool in order to support the growth and understand the choices of clients and consumer.
Social media not only help in marketing, promotion and branding activities but also help in
managing human resources of organisation as well as creating better relations public. Social or
online media is one of the most powerful way for business organisation to meet consumer
prospects and wide range of buyers. As the use of social media is increasing each and every day,
it has led an organisation to a main consumer brand awareness shift and influencing the though
or choices of consumer.
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REFERENCES
Books and Journals
Solomon, M. R. and et. al., 2014. Consumer behavior: Buying, having, and being (Vol. 10).
Pearson.
Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson Higher
Education AU.
Fotis, J., Buhalis, D. and Rossides, N., 2012. Social media use and impact during the holiday
travel planning process (pp. 13-24). Springer-Verlag.
Hajli, N., 2015. Social commerce constructs and consumer's intention to buy. International
Journal of Information Management. 35(2). pp.183-191.
Heinonen, K., 2011. Consumer activity in social media: Managerial approaches to consumers'
social media behavior. Journal of Consumer Behaviour. 10(6). pp.356-364.
Chu, S. C. and Kim, Y., 2011. Determinants of consumer engagement in electronic word-of-
mouth (eWOM) in social networking sites. International journal of Advertising. 30(1).
pp.47-75.
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.
Parment, A., 2013. Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and
implications for retailing. Journal of retailing and consumer services. 20(2). pp.189-199.
Ioanăs, E. and Stoica, I., 2014. Social media and its impact on consumers behavior. International
Journal of Economic Practices and Theories. 4(2). pp.295-303.
Chu, S. C., 2011. Viral advertising in social media: Participation in Facebook groups and
responses among college-aged users. Journal of interactive advertising. 12(1). pp.30-
43.
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.
Green, T. and Peloza, J., 2011. How does corporate social responsibility create value for
consumers?. Journal of Consumer Marketing. 28(1). pp.48-56.
Naylor, R. W., Lamberton, C. P. and West, P. M., 2012. Beyond the “like” button: The impact of
mere virtual presence on brand evaluations and purchase intentions in social media
settings. Journal of Marketing. 76(6). pp.105-120.
Online
M&S invests 20% of media spend in social media as it ups focus on storytelling. 2015. [Online].
Available through:<https://www.marketingweek.com/2015/06/04/ms-invests-20-of-
media-spend-in-social-media-as-it-ups-focus-on-storytelling/>.
M&S looks to more closely align marketing and digital as it puts ad account up for pitch. 2016.
[Online]. Available through:<https://www.marketingweek.com/2016/05/23/ms-looks-
to-more-closely-align-marketing-and-digital-as-it-puts-ad-account-up-for-pitch/>.
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