Effect of Social Media Marketing on Buying Behavior in the Fashion Industry

Research Project

Abstract
Social media marketing is the process of developing content in order to promote products
and services on digital platforms. In the present time, social media is considered as one of the
effective tool of marketing that allow organization to develop awareness, build brand image,
increase profitability and so on. It is vital for business entities to make use of social media
platforms such as Facebook, Instagram, Twitter in order to provide up to date information about
offerings to large number of customers within short time period. There is positive impact of
social media marketing on buying behavior of customers within the fashion industry.

Contents
Abstract............................................................................................................................................2
Chapter 1- INTRODUCTION.........................................................................................................4
Research Aim.........................................................................................................................4
Research objectives:-..............................................................................................................4
Research Questions................................................................................................................4
Rationale for the research.......................................................................................................5
Approach and methodology...................................................................................................5
Chapter Preview.....................................................................................................................5
Chapter 2- Literature Review...........................................................................................................6
Chapter 3- Research Methodology..................................................................................................8
Chapter 4 – Analysis and Findings................................................................................................13
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work.................17
Chapter 6- Conclusion...................................................................................................................17
REFERENCES..............................................................................................................................18

Topic: Research Topic: To ascertain effect related to Social Media marketing
in user purchasing behaviour in reference of fashion industry in UK: A
study on Zara
Chapter 1- INTRODUCTION
Social media marketing is defined as the procedure of developing tailored content for every
social media platform in order to drive engagement and promote business offerings (Aswani, Kar
and Ilavarasan,2018). In addition to this, social media marketing is about connecting with
customers and audiences in order to develop brand awareness and improve market presence. In
the present time period, social media is bigger for organization today as it is one of the effective
ways for company to connect with their audiences, retain customers, build brand, enhance
customer base level, address PR issues with in real time and many more. For the present study,
Zara is taken into consideration. It is a Spanish apparel retail brand that was established in the
year 1975 and headquarters in Spain. The company specialize in fast fashion products such as
Clothing, shoes, accessories, swimwear, beauty and perfumes. The report will cover impact of
social media marketing on the buying behaviour of customers within the fashion industry.
Research Aim
To ascertain effect related to Social Media marketing in user purchasing behaviour in
reference of fashion industry in UK: A study on Zara
Research objectives:-
 To build appropriate understanding related to social media marketing as well as its
significance.
 To study factors impact customer purchasing behaviour within fashion industry.
 To evaluate effect related to social media marketing on purchasing behaviour of Zara's
users.
 To recommend strategies in order to conduct SMM for persuade customers.
Research Questions
 Explain appropriate understanding related to social media marketing as well as its
significance.

 Determine factors impact customer purchasing behaviour within fashion industry.
 What is effect related to social media marketing on purchasing behaviour of Zara's users.
Rationale for the research
One of the main reason of conducting this research is to analyse the impact of social media
marketing on the buying behaviour of Zara's customers. In addition to this, it help investigator in
both context that is personal and professional. In relation to personal, this study allow researcher
to enhance skills such as data analysis, data interpretation, communication, time management
and many more. Moreover, it will also help in conducting further studies in future and grab
opportunities as well.
Approach and methodology
The research approaches and methodology used in the present investigation are
interpretivism research philosophy, inductive approach, quantitative and quantitative research
design etc. In addition to this, both the methods of data collection that is primary and secondary
is used by researcher in order to collect information about the topic(Cole, DeNardin and Clow,
2017). Questionnaire is taken into consideration as a research instrument as it allow researcher to
gather in-depth knowledge about topic. Thematic analysis is used by investigator for analysing as
well as evaluating information in a proper manner.
Chapter Preview
CHAPTER 1: INTRODUCTION
It is the first section of project that provides a basic understanding about topic and allow
reader to gain insight about the topic along with aims and objectives of study.
CHAPTER 2: LITERATURE REVIEW
It is a second section of research that focuses on performing in-depth analysis of the
information that is already being researched by other scholars and professionals. This
information is mainly collected through books, web pages, articles, blogs and so on.
CHAPTER 3: RESEARCH METHODOLOGY
In this section, a detailed information about the methods as well as techniques Used by
researchers for performing the present study is being explained along with the justification of
selecting one. It is an important part of project as it assist in getting idea regarding the validity as

well as reliability of sturdy. It is because the method selected for collecting as well as analyzing
information help in getting idea about accuracy of data presented within the investigation.
CHAPTER 4: ANALYSIS & FINDINGS
Under this section, the information collected through primary and secondary sources will
be interpreted by investigator for presenting the actual finding of research conducted. In this
section, secondary data will be evaluated with the assistance of thematic analysis and for primary
data, frequency distribution method is considered in order to draw outcomes.
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work
In this section, the discussion take place on the basis of secondary data collected. In
addition to this, the alternative methodology for the project is recommended to the investigator.
CHAPTER 6: CONCLUSION
It is a last part of study and herein all the data will be summarized in the form of
conclusion for better understanding of topic. This section is important as it assist in identifying
whether the aims an objectives of study get attained or not.
Chapter 2- Literature Review
Concept of social mediamarketing and its importance within an organisation
As per the view point of Tony Kihl(2019), It is analyze that social media is one of the
important and influential virtual space where an organization promote products and services in
an effective manner. In addition to this, it is analyzed that almost 60% of the world’s population
make use of social media platforms as it help companies to reach large number of customers
within less time. It is stated that social media is an profitable digital marketing platform which
can be used in order to enhance business visibility. Moreover, social media is one of the good
way with interacting and engaging customers for longer time periods which impact positively on
the performance of an organization. It is a cost effective advertising strategy which achieve a
greater return of investment and hold a bigger budget for other marketing as well as other
business payments. Furthermore, It is determined that social media plays vital role within
communication and networking platform as it helped company to develop a voice which is
important in order to improve brand image. It is stated that when customers appreciate the fact
when they post comments on website then it develops a positive mindset of other customers
towards brands which in turn leads to increase in sales and profitability of an organization. There