Impact of Social Media Marketing on Customer Purchasing Decision in Retail Sector

This research project aims to analyze the impact of social media marketing on customer's purchasing decision in the retail sector, with a case study on Marks and Spencer. The study explores the meaning of social media marketing, various techniques used, and the significance of social media marketing in influencing customer purchasing decisions.

RESEARCH
PROJECT

Table of Contents
CHAPTER 1....................................................................................................................................1
INTRODUCTION...........................................................................................................................1
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
Introduction.................................................................................................................................3
2.2 Meaning of the social media marketing................................................................................3
2.2 Techniques of social media marketing..................................................................................4
2.3 Significance of social media marketing in influencing customer purchasing decision........4
CHAPTER 3....................................................................................................................................5
3.1 Research Approach...............................................................................................................5
3.2 Sampling...............................................................................................................................5
3.3 Data collection......................................................................................................................5
3.4 Research Technique..............................................................................................................5
3.5 Research philosophies...........................................................................................................6
3.6 Research Design....................................................................................................................6
3.7 Ethical consideration.............................................................................................................6
CHAPTER 4....................................................................................................................................6
CHAPTER 5 CONCLUSION AND RECOMMENDATIONS....................................................10
CHAPTER 6 REFLECTION.........................................................................................................11
References......................................................................................................................................12

CHAPTER 1
INTRODUCTION
In the present scenario, technology is continuously developing and its utilise organisation
as well as individual in large manner. With the help of digital technology, organisation can easily
improve its business operations and performance (Bruhn, Manfred, Schoenmueller and Schäfer,
2012). There are several kinds of changes occurred in digital technology through which
corporation increases speed of business as well as overcome the operational cost. In the present
scenario, social media is one of major platforms of digital technology which is used by business
unit in a large manner. With the help of social media, company can easily promote and advertise
its products and services in the market and inform them about commodities.
Social media marketing is a process for advertising and promoting products and services
on internet in order to provide information to customers. There are several platforms used by
company in order to promote services and product on social media such as Facebook, Twitter,
instagram, etc. The present research project is based on importance and impact of social media
marketing on business activities and performance in retail outlet. Thus, to achieve this purpose,
researcher has focused on several techniques and tools of research methodology.
Research Aim
To analyse the impact of social media marketing on customer’s purchasing decision in
retail sector: A case study on Marks and Spencer
Research Objectives
 To explore the knowledge about social media marketing
 To examine several methods of social media marketing
 To assess the significance of social media marketing within business enterprise To analyse the impact of social media marketing on customer decision making in retail
sector
Research Questions
1. What is the meaning of social media marketing?
2. What are the several platforms of social media by which company can promote and
advertise its products and services?
3. What is the impact of social media marketing on the customer decision making within
retail sector?
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Rationale of the study
At the time of selecting the proposed subject of the study, various components that
affects the researcher mind. One major element is regarding sufficient information about the
subject. As researcher have sufficient information about the subject that is why social media
marketing topic will select by scholar (Chan, Ling and Guillet, 2011). Another major reason for
selection this subject is that researcher has high interest and curiosity. Researcher has interest in
the social media marketing and scholar desires to gain in-depth knowledge and understanding
about this subject.
Significance of the study
In the present era, social media marketing plays a crucial role within retail sector by
which company can easily advertise and promote its products and services in the market. With
the help of this platform, customers can also connect with company and share their views,
feedback and review about subject. This study provides a deep knowledge and understanding
about several techniques of social media, their importance and impact within retail companies in
order to influence the customer decision regarding products and services.
Time Scale
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Designing the proposal of project
Developing aim and objective
Rationale of the study
Significance of the study
Literature review
Research methodology
Preparing questionnaire
Data collection
Analysis and interpretation
Conclusion and recommendations
Draft submission
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CHAPTER 2: LITERATURE REVIEW
Introduction
Literature review is one of the significant chapters within research by which researcher
can focus on the several themes about the subject. With help of this chapter, scholar can get
detailed knowledge and understanding about the subject. In the present study, researcher has
focused on several themes of social media and its impact on customer’s purchasing decision.
2.2 Meaning of the social media marketing
According to the view of Dinan, (2000) Web-based social networking is one of the
online correspondence directs which help with sharing the data and message between the people.
It is a sort of utilization and site that empowers clients to share and make their won page and
substance in long range interpersonal communication. According to the perspective of online
networking is a medium through which any individual can make their won page and offer their
data to other or open. It is an electronic correspondence stage through which individuals make
online groups to trade data , thought, contemplations, disposition, individual message and other
substance like sound, video, pictures, joins, records and so forth. Web-based social networking
help with recognizing client input and survey about the item and administrations. Organization
can without much of a stretch get touch with client and ask the criticism and their remark about
the item and administrations. By distinguishing the remark and audit of client, firm can roll out
fundamental improvements in the current social media technology. Social media is presently
turned into an expansive stage for the different associations with the goal that they can
undoubtedly showcase their items and administrations. In this unique circumstance, web assumes
an imperative part which expanded the correspondence between the objective individuals and an
organization. As indicated by Fotis, John, Buhalis and Rossides, (2012) social media marketing
is utilized by associations to make brand mindfulness and enhanced the company in a
characterize segments. It is a reasonable stage for the all kinds of industry where they can
without much of a stretch actualize their promoting efforts. Web-based social networking is a
special way of sharing and transmitting the different data every which way. Web-based social
networking gives another approach to showcase a business which interestingly speak to an
organization from its rivals. According to the views of Hays, Stephanie, Page and Buhalis,
(2013) online networking is tied in with conveyance, associating and constructing a decent
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organisation with web-based social networking clients. There are different strategies of web-
based social networking advertising which can be utilized by retail sector.
2.2 Techniques of social media marketing
According to the perspective of Hjalager and Anne-Mette, (2010) Facebook is a long
range informal communication website for the client so as they can impart and exchange their
data and message with other and get stay in contact with companions and different individuals.
As per the perspective of () twitter is characterized as a miniaturized scale blogging. In this
online networking advertising website, client of Twitter send a few Tweets which is much the
same as a content informing in 140 characters. This media can utilized by the retail segment to
advancing their item and administrations. According to the perspective of Hudson, Simon, and
Thal, (2013) you tube is each other imperative stage of web-based social networking through
which anybody can share their own video in people in general.
2.3 Significance of social media marketing in influencing customer purchasing decision
According to the views of Hvass, Kristian and Munar, (2012) in the retail organisation,
social media platforms play a significant role in order to influence customers and inform them
about products and services. While customers purchase something from retail stores then there
are several factors that can affect their decision. Customers always purchase that commodity
which will provide them high utility and satisfaction in the affordable prices. While any
organisation uses social media platforms in its business operations, it will be helpful in
promoting and advertising products and services in the market. Social media helps to
organisation in informing data about features, prices, distribution and delivery, etc. about product
and services to its customers in the market. In the opinion of Liu and Zhenhua, (2003) while
company use social media platform such as Facebook, Twitter, YouTube, instagram, etc. for
promote and advertise its product and services then it will aid to company in providing
appropriate information about the commodity to its customers. The major importance of social
media marketing within the retail sector is regarding to connectivity wit customers. While
company uses several channels of social media then it becomes easy to connect customers and
inform them about the features, prices and distribution about the product and services. In the
opinion of Leung, Daniel and et al., (2013) on the social media channels, company puts all
relevant information, post, images, video and picture of the product and services on the internet
that help to customer in getting the knowledge and information about the commodities. On the
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social media channels, customer can put their review, comments and feedback about the
company services and commodities. By read the review and feedback about the product and
services, customer can get the knowledge about it. Thus, it can be said that social media
marketing can influence the customer mind regarding purchasing product and services.
CHAPTER 3
3.1 Research Approach
Research approach is essential method in the research methodology that assist to researcher in
analyzing and assessing information about the subject. Major two kind of research approach that
is inductive and deductive. In the current study, researcher have major aim is to analyze the
impact of social media marketing on the customer decision making within Retail sector. Thus,
for achieve this objective researcher have applied deductive research method through which all
information can analyze and researcher can obtain the perfect outcome of study.
3.2 Sampling
Sampling is another crucial technique that assists to researcher in selecting some group of
people from the out of universe. In the current study, researcher have applied random sampling
method under which 20 regular customers of the Marks and Spencer have been selected as
sample size.
3.3 Data collection
Data collection allows to researcher in collecting information about the subject. By two
method that is primary and secondary information can collect by scholar. In the primary data
collection, researcher can collect data from the primary source like survey, interview,
questionnaire etc (Miguéns, Joana, Baggio and Costa, 2008.). On the other hand in the secondary
data collection, scholar can collect data from books, journal, blogs, online articles etc. In the
current report, researcher have collected information from the primary source such as survey
from 20 customers of Marks and Spencer.
3.4 Research Technique
Research technique is another one of the significant technique in the research
methodology that help to individual in collecting, analyzing and interpreting information about
the study. Qualitative and quantitative are major two method in the research methodology. In the
current research study, scholar have applied qualitative research technique in order to analyze the
impact of social media marketing on the customer purchasing decision within Retail sector.
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3.5 Research philosophies
Research philosophy is also very crucial method in the research methodology which
assists to researcher in understanding the actual objective of study (Milano, Roberta, Baggio and
Piattelli, 2011). By apply research philosophy in the research study, scholar can understand the
actual issue and finds out effective solution. Interpreituivism and positivism are major two kinds
of method in the research philosophies. In the current study, researcher have applied positivism
research philosophy in order to analyze the impact of social media marketing on the customer
purchasing decision in retail sector.
3.6 Research Design
Research design allows to individual in collecting and analyzing information about the
subject. It allows to the researcher in carry out the study in more effective and excellent manner.
There are various kinds of research design such as exploratory, descriptive, experimental etc. In
the present study researcher have applied descriptive research design for understand the study
and find out the solution of research problem.
3.7 Ethical consideration
At the time of conduct research study, there are several ethics that should follow by
researcher. Ethics provide more appropriateness and reliability of information to scholar so it is
very important to consider some ethics in the investigation. (Safko and Lon, 2010) One of the
major ethic is related to the information as all data in the research should related to the subject.
Furthermore, researcher should not force to anyone for fulfill the questionnaire in the data
collection. At the time of data collection, researcher should maintain biasness.
CHAPTER 4
In order to collect the information in the survey, researcher have prepared a systematic
questionnaire regarding the question of social media marketing and customer purchasing
decision in the retail sector. In order to fulfill questionnaire, researcher have taken personal email
address from 20 regular customers and sent it to them.
1 Do you understand the meaning of social media marketing ?
 Yes
 No
2 Are you available on the social media platforms ?
 Yes
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 No
3 How frequently you purchase the product and services from the Marks and Spencer
 Within six months
 Within one year
 From two year
4 Do you consider information of product and services about social media at the time of
purchasing product and services?
 Yes
 No
5 What is your actual purpose to use social media at the time of purchasing the product and
services?
 Collect information about product and services
 Identify the best product and services
 Provide feedback about commodity
 Other
6 Marks and Spencer is using which social media website?
 Facebook
 Twitter
 Hi 5
 YouTube
7 Do you influence at the time of purchasing product and services from the social media ?
 Yes
 No
8 Recommend the way to use social media so as Marks and Spencer can more perform better on
the internet and influence customer in more effective manner.
Theme 1: Customer understands the meaning of social media marketing
Do you understand the meaning of social media marketing ? Frequency
Yes 18
No 2
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Interpretation and analysis: While this question asked to customers of Marks and Spencer then
from 20 customers, 18 respondents said yes that they are aware about the meaning of social
media marketing. Thus, it can be said that Marks and Spencer customers are effectively
knowledge the meaning of social media marketing.
Theme 2: Customer available on the social media platform
Are you available on the social media platforms ? Frequency
Yes 19
No 1
Interpretation and analysis- From this section it has been analysed that in the survey from 20
customers 19 are on the social media platforms. Thus, from this data it has been analysed that
regular customer are available on the social media.
Theme 3:Customer purchase the product and services from the Marks and Spencer
How frequently you purchase the product and services from the Marks
and Spencer Frequency
Within six months 7
Within one year 10
From two year 3
Interpretation and analysis: This question stated that majority of customer purchase the product
and service from Marks and Spencer within one year. Thus, from this data it has been analysed
that customer are regularly purchased the commodity and services from Marks and Spencer.
Theme 4: Customer consider information of product and services about social media at the
time of purchasing product and services
Do you consider information of product and services about social media at the
time of purchasing product and services? Frequency
Yes 18
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No 2
Interpretation- It was with a foremost consideration of acknowledging whether the customers
who are regularly visiting M&S does consider the displayed information of their products on the
social media tool. This has established a very positive response where 18 out of 20 have agreed
considering the displayed information on social media about the goods and services offered by
M&S. Although, there together exists 2 such customers who are not considering such displayed
information on the social media sites.
Theme 5:Customer actual purpose to use social media at the time of purchasing the product
and services
What is your actual purpose to use social media at the time of purchasing the
product and services? Frequency
Collect information about product and services 5
Identify the best product and services 10
Provide feedback about commodity 3
Other 2
Interpretation- This being one of the most interesting inquiry to assist the readers in
acknowledging the actual interest of the customers behind using social media while buying
goods and services from M&S. Herein, most of the respondents have favoured the assistance of
social media in identifying the best products offered by M&S with the help of reviews. However,
5 out of 20 have specified the purpose of gathering data about the offered goods and services. 3
uses it to provide relevant feedback about the commodities purchased by them and 2 have stated
some other reasons.
Theme 6:Marks and Spencer is using Facebook
Marks and Spencer is using which social media website? Frequency
Facebook 10
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Twitter 6
Hi 5 1
YouTube 3
Interpretation- In this question, the investigator has asked the respondents about the mostly used
tool of social media by M&S. On whose response, a large number of consumers who regularly
purchases from M&S have stated in favour of Facebook as a widely used social media tool. It is
with 10 out of 20, that is half of the participants. However, 6 out of 20 have stated about the use
of twitter by M&S with 1 specified the use of Hi5 and 3 YouTube.
Theme 7:Customer influence at the time of purchasing product and services from the social
media
Do you influence at the time of purchasing product and services from the
social media ? Frequency
Yes 18
No 2
Interpretation- Herein, the researcher has interrogated about the impact of social media on the
purchase choices of consumers where this being one of the most important tool in today’s
contemporary world significantly influences the customers. Thus, 18 out of 20 have largely
favoured the existence of social media where it duly influences their choices at the time of
buying the goods and services. However, 2 out of all have stated that they are not that social
media do not plays a very influential role at the time of purchasing products.
CHAPTER 5 CONCLUSION AND RECOMMENDATIONS
From this entire report it has been concluded that social media marketing is one of the
online correspondence directs which help with sharing the data and message between the people.
It is a sort of utilization and site that empowers clients to share and make their won page and
substance in long range interpersonal communication. Organization can without much of a
stretch get touch with client and ask the criticism and their remark about the item and
administrations. From the collected data in the survey it has been found that many of the
customer uses the social media platform at the time of purchasing product and services. Thus, it
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has been analyzed that customer are effectively used the social media ta the time of purchasing
commodity and influence from its. Their decision have affected by the comments and reviews of
other customers on the social media. It has been also concluded that by use of social media
channels, company can identify the actual requirement of customer related to product and
services. Following are some recommendation that should follow to Marks and Spencer in order
to use social media marketing for influencing customers-
 Marks and Spencer should regularly update the information about the product and
services on the social media so as customer can acquire the right information about it.
 Organization should begin its own online dairy on the web-based social networking so as
client can without much of a stretch change their recognition about web-based social
networking.
 Organization should make customary refresh on the web-based social networking about
item and administrations so as client can without much of a stretch get the data and touch
with organization. This thing will change the client discernment about online networking.
 Enterprise should share alluring post, picture, video, sound and pictures about the item
and administrations so as client would more be able to pull in toward organization.
CHAPTER 6 REFLECTION
From this entire research study I have learnt the detail knowledge and understanding
about the social media and its various associated channels. By this study, I have gain the detail
knowledge and understanding about the several channels of the social media like You Tube,
instagram, Facebook etc. I have conducted the survey in the present study under which I have
prepared a systematic questionnaire along with several questions of social media and its impact
on the customer choice and decision. By this activity I have improved my data collection,
interpretation and communication skill.
Further Area
The present report is based on the significance of social media marketing on the customer
choice and decision at the time of purchasing commodity. This study is useful for the other
organization such as travel and tourism , hospitality sector, health and care sector, entertainment
setctor etc. By applying this study of investigation, researcher can easily collect the information
about the impact of social media marketing on the customer purchasing decision.
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References
Books and Journals
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