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

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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