Impact of Social Media on Consumer Behavior

This assignment explores the multifaceted impact of social media on consumer behavior. It delves into how social media advertising features influence purchase intentions, examines the role of brand tone of voice in shaping consumer responses, and investigates the effects of online word-of-mouth (eWOM) communications within the retail industry. The analysis draws upon various research studies and insights to understand the complex interplay between social media and consumer decision-making processes.

RESEARCH PROJECT

Table of Contents
Topic- “To determine importance of social media and its influence on consumers' purchases. A
case study on Mark & Spencer.”......................................................................................................3
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
LITERATURE REVIEW................................................................................................................4
METHODOLOGY..........................................................................................................................6
TIMELINES OF RESEARCH ACTIVITIES.................................................................................8
TASK 2 ...........................................................................................................................................9
2.1. Plan and design data collection tool to match resource hypothesis and questions. ........9
2.2 Undertake research investigation as per agreed specification........................................10
2.3 Discussion on record and collate relevant data in which its appropriate.\.....................13
TASK 3..........................................................................................................................................18
3.1 Use appropriate techniques for research evaluation. .....................................................18
3.3 Description on recommendation and justify the areas for further consideration...........27
TASK 4..........................................................................................................................................28
4.1 Description on agreed format and appropriate media to present the outcomes for research.
..............................................................................................................................................28
REFERENCES .............................................................................................................................29

Topic- “To determine importance of social media and its influence on
consumers' purchases. A case study on Mark & Spencer.”
INTRODUCTION
Companies are now adopting several new methods to attract customers toward there
product or services for influencing them to make purchases. Among them social media is most
trending options used by majority of companies for promoting their product as well as brand
which also support them to achieve competitive advantage. Social media sites provide a platform
where marketer can communicate directly with consumers and can provide them personalised
services to them by handling their issues separately (Balakrishnan, Dahnil and Yi, 2014). Apart
from this it also helps a marketer in maintaining a long term relation with customers by sharing
the information with them and responding to their queries. Mark & Spence is a well known
international brand which uses social media as a major source for promoting and selling its
products to customer worldwide. This support in influencing consumer behaviour as they can
check all the details of product along with their quality or durability by reading feedback of other
experienced users. Social media sites provide the basis through which customer can weight the
positive factors of particular product to make up their decision (Berger Paul and et. al., 2012).
TASK 1
Title or working title of research project
“To determine importance of social media and its influence on consumers' purchases.”
Outline the main objective of research
Aim:-
“To determine importance of social media and its influence on consumers' purchases. A
case study on Mark & Spencer.”
Objectives:
 To understand the concept of social media.
 To analyse the factors that affect the consumers' purchases. To determine the importance of social media in influencing purchasing of consumer.
Questions:
 Explains the concept of social media?
 What are the factors that affect the consumers' purchases?

 Explain about the importance of social media in influencing the purchasing of consumer?
Rationale or reason for choosing topic
Main reason behind this study is to determine the importance of social media in
influencing the consumer purchasing behaviour. As Mark & Spencer operates its business in
dynamic environment where the choice of customers changes on regular basis. Apart from this
the increasing competition in market is also influenced the choice of customer by providing
various alternatives to choose from them (Goh, Heng and Lin, 2013). The result of which sale of
Mark & Spencer is declining as there are many options available to customer in marketplace.
Because of which company has decided to concentrate on promoting their brand and product
through social media sites. As it has now become a major source of interaction and sharing
information among people within the society. Therefore, this study is conducted to identify the
fact that up-to what extent and in which ways the social media influence the purchasing
behaviour of consumer. Apart from this, the information collected through this research will also
help company to adopt appropriate strategy for marketing its product over Internet. So that it can
interact with customers directly and respond to there issues which further support in enhancing
the brand image and achieving the competitive advantage over rivals.
LITERATURE REVIEW
This is considered as a most essential part for a research because it depict about the
knowledge as well as views of different scholars and authors regarding the current topic.
Literature Review critically analyse about the positive as well as negative aspect of the topic
which support a researcher to determine the effectiveness of its current project.
Concept of social media
According to the Hudson Matthew, (2018) Social media is defines as websites and
applications that are created to provide peoples a platform to share content efficiently, quickly
and in real time. As per the view point of , social media plays an essential role in defining about
what we think about, how we observe things and discussion about various issues prevailing in
society. Further they quoted that social media influence the various aspects of society i.e.
cultural, social, spiritual, political, economical and religious. Apart from this social media also
have a great impact over the thinking level of a person, their feeling and reaction over particular
issues. According to the Goh, Heng and Lin, (2013) social media is a way to share information
and also created the demand for marketers to market their product online to communicate with

large number of people within relatively less time and cost. Hence, social media marketing have
a positive impact over the growth of company by increasing its volume of sale through
broadening its market base.
But as per the view point of Naylor, Lamberton and West, (2012) Social media plays
both positive and negative role in marketing of product or services. As customer who uses social
media site for purchasing their product or services, generally make up their decision on the bases
of reviews from experienced consumers. So, negative reviews from other customers may affect
the brand image of company and also influence the choice of visitors.
Factors that affect the consumers' purchases
According to Alton Larry, (2016) customers choose one product over another after
weighing a variety of factors which are divided into two categories i.e. product or non product
factors. The product factors directly related with the features, benefits, quality or quantity that a
particular product poses. On the other hand non product factors include brand name, product
placement, packaging, pricing and reputation of that product. So, Mark & Spencer must predict
the buying behaviour of consumer on the bases of these factors before marketing or positioning
their product in market.
But as per the view point of Carrasco Irene, (2018) the purchasing behaviour of
customers are being influenced by the factors like age, culture, socio-economic level, perception,
attitude, trends, personality or experience that a customer have regarding the brand as well as its
product. So, Mark & Spencer must try to focus on considering the ideas or feelings of customers
before planning to market their product. As per the view point of Goh, Heng and Lin, (2013) the
channel of marketing such as TV Commercials, radio, newspaper ads, social media marketing
etc. also have great influence the consumer purchasing behaviour. Because these factors also
affect the way in which the information and benefits of particular product are being presented in
front of customers. Among all these social media marketing is a more influencing medium and
have an huge impact over the choice of customers. So, Mark & Spencer must put more emphases
over social media marketing instead of other mediums like banner, newspaper advertisements
etc., as it help in enhancing its brand image and expanding customers base.
Importance of social media in influencing the purchasing of consumer
As per the view point of Roesler Peter, (2015) social media is important for marketer as it
provide benefits like brand awareness, fan engagement, website traffic etc. which provide a good

start to company. It is easier to spread content over social media which influence the people to
react in specific way which generally act positively. According to him, social media works well
with millennials as people who use social media during its purchasing process likely to spend
more on buying a particular product instead of other who prefer visiting physical store for
purchases.
But according to the Ray Linda, (2018) social media websites provide a chance for word
of mouth publicity to company which support in enhancing the brand image and recognition
among customers at marketplace. As most of the people who use social media sites for
purchasing product or services generally go through reviews and recommendations provided by
other experienced user for making up their own decisions. It influences the choice of customers
regarding the purchasing of product or services which may be positive or negative. This help in
impressing customers as through social media sites Mark & Spencer can regularly upgrade their
information and keep their content fresh, active or alive. This help in keeping customers engaged
with organisations because if company regularly upgrade their information, then people show
interest on regular visiting and assessing the fresh content or products that are being uploaded by
Mark & Spencer over websites.
METHODOLOGY
It refers to the specific procedure or technique that are used to select a process and
method to analyse the information about particular topic. Research methodology is most
essential part of a research which let the readers to critically evaluate about the reliability and
validity of overall study (Hajli, 2014).
State the main research technique:-
Research techniques
Methodology includes number of research methods and techniques which are generally
used to collect information regarding a particular topic. This includes methods used of data
collection, statical tool for analysing and interpreting the information etc. Following are the
techniques that can be use by researcher for collecting information regarding the influence of
social media over purchasing behaviour of consumers:
Interviews:- It refers to the face-to face conversation where journalist ask questions to
someone in order to determine the collect the information regarding particular topic.

Questionnaire:- It is defined as a research technique that contains a set of questions
which aims toward collecting information from the respondents. Questionnaire can be both
quantitative and qualitative in nature which is used in survey for identifying the reviews of
people belongs to particular sample size.
Modelling:- It refers to the process of analysing and collecting the data from different
models or theories in order to support the specific topic within the study.
These all are the research techniques that are generally used for collecting the
information regarding particular topic. But out of which questionnaire is used under this research
as it help in collecting information in a concise and accurate way up-to extend that is required by
researcher (Hudson and Thal, 2013).
Indicate suggestion for data collection procedure
It refers to the process of collecting and measuring the information in systematic manner which
enables a person to answer research questions, test the hypotheses and then be able to evaluate
the outcome. There are generally two types of data collection procedures that can be better
understood using following description:
Primary data: It refers to the fresh data that has been collected directly by the researcher
for the first time in order to evidence its topic of research. Primary data can be collected through
different sources but most commonly used techniques are interviews, experiments, questionnaire,
self administrative survey. This process is time consuming and expensive as compare to
secondary data collection method but it provides accurate and relevant information (Hutter and
et. al., 2013).
Secondary data: It refers to the process of gathering information which is already being
collected by some another person for their research over relevant topic and has already
undergone with statistical analysis. This information can be collected through several sources
like books, journals, organisational records, censuses etc.
From conducting this research both the data collection method will be helpful as
secondary data is collected through literature review which support in critically evaluating and
determining the reliability of current research. On the other hand primary data will be collected
through questionnaire which support researcher in collecting the information in a concise form
by asking question to respondent over particular topic of fact of concern.
Explain Analytical technique:

It is a procedure or method which is generally used by a researcher for analysing the
problems, facts or status. Analytical techniques are generally time bound & task limited and are
used once to solve the specific problem. Under this, investigator use the thematical analysis as
analytical technique. Among all this gap analysis will be used under this research in order to
evaluate the gap between the planned and actual result if any, after the research has been
completed and reason behind this gap.
TIMELINES OF RESEARCH ACTIVITIES
This section help researcher to determine the starting and ending time of each activity in
involve within the research which in turn also support in performing operations in systematic and
timely manner that provide positive result (Lim, Chung and Weaver, 2012). For presenting this
information Gantt chart is used which is horizontal bar chart that provide a graphical illustration
of time along with activities. This help in assisting and tracking up particular task or activity
within project.

TASK 2
2.1. Plan and design data collection tool to match resource hypothesis and questions.
Resources Details Description
Research philosophies Interpretive This is philosophy that will by
researcher in order to interpret
the elements of study (. Kim,

Kandampully and Bilgihan,
2018). Thus, research will
have the use of it in order to
gain the depth information
about the research topic.
Research approach Inductive This is defined as plan and
procedures that is inclusive of
assumption to get depth
information. Thus, researcher
will have the use of inductive
approach in order to specific
observation to broader
generalisation.
Research design Descriptive design The researcher will have the
use of descriptive technique so
that depth information can be
gained.
Data collection Primary and secondary In this, the researcher will take
both method as primary and
data collection so that reliable
and accurate information can
be achieved.
Data analysis Qualitative analysis The researcher will have the
use of qualitative techniques in
terms to interpret the data and
it findings.
2.2 Undertake research investigation as per agreed specification.
This is term that defined as process to collect information with aid of systematic
gathering of data (Kim and Kim, 2018 ). In addition to it, methodologies section will include

publication research interviews, surveys and techniques so it can include present and historical
information. Thus, its defined in following manner as-
 Research philosophies- This is vast topic and one of the essential part of research
methodology. Thus, research philosophy may be classified into things as interpretive,
positivism ontology, epistemology and axiology etc. In order to determine the importance
of social media and its influence over customer the researcher has used of interpretive
techniques in this information is based on assumption and it aids to interpret the elements
of study.
 Research approach- It is term that defined plan and process and it will consist of broad
assumption to gather detailed information of research topic. Thus, research approach may
be classified as inductive and deductive approach (Inductive and deductive approaches to
research, 2013). Herein, inductive approach can be termed out as generation of new
theory emerged form data. On the other hand, deductive approach relates with the aimed
and testing of theory. Therefore, to determine the implication of social influence over
customer the researcher has used inductive approach so that depth and reliable data can
be achieved.
 Research design- The term research design refer as the procedure that is useful in terms
to collect and analyse the variables specified in research problem. Thus, research design
may be classified as descriptive, correlation, Quasi- experimental and experimental etc.
To determine the implication of social media over the influence about customer purchase
the researcher has the used of descriptive techniques. Therefore, descriptive techniques is
useful to define the scientific method that aids to involve observing and describing
behaviour of human.
 Data collection- This is term that defined as process of collecting information by the use
of relevant sources. Thus, data collection method is composed of two categories as
secondary and primary. Under this, primary method can be termed out as to gather
information directly from original sources. On the other hand, secondary method can be
used to define the information with use of online, book, journal articles etc. In order to
determine the importance of social media on the purchase of customers the researcher has
used both primary and secondary techniques so that depth information can be gathered.

 Data analysis- This is term that can be defined as process of inspecting, transforming,
cleansing and modelling data with use of information. This is process that evaluate data
with use of two techniques as qualitative and quantitative (Bigne and et.al., 2018.
Colicev, Malshe and Pauwels, 2018). In addition to it, qualitative data will be helpful in
terms to have non numeric information and that can be conducted with use of interview
transcripts, notes, video etc. Thus, quantitative techniques aids to gather the practical
information and it can be measured with help of numerical variables etc.
 Sampling- It is process that can be termed out as predetermined observation and that
must be taken from larger population. Thus, sampling method can be classified as cluster,
non probabilistic, probabilistic and sample random technique. In this research, the
researcher has used the simple random techniques with the sample size of 50 respondent
as customers.
 Ethical implication- This is need to be undertaken in order to maintain the reliability of
information. Thus, prior approval must be taken to of respondents so that researcher can
able to maintain the anonymity and confidentiality. It is essential to maintain the quality
and integrity in research.
QUESTIONNAIRE
1. Do you believe Mark & Spenser uses social media tool in supporting customer
engagement.
 Yes
 No
 May be
2. Is social media tools are helpful with regard to shaping consumer behaviour including
brand loyalty and intention to buy.
 Yes
 No
 May be
3. Which social media platform uses by Mark & Spenser?
 Facebook
 LinkedIn
 Twitter

 YouTube
4. What are the beneficial aspect of using social media marketing over customers
purchase decision.
 Improvement in sales
 Enhancement in traffic and subscribers
 Improvised customer relationship
 Reduction in marketing expenses
5. Do you believe that social media aids to enhance brand awareness?
 Yes
 No
 May be
6. Does implementation of social media strategy helps to have enhancement in brand
recognition.
 Yes
 No
 May be
7. Do you think social media marketing aids to Mark & Spenser to have enhancement in
sales?
 Yes
 No
 May be
8. Social media aids to brand to be laser focused and spend less on advertising.
 Yes
 No
 May be

2.3 Discussion on record and collate relevant data in which its appropriate.\
Theme 1: The social media tool is useful in terms to support customers.
Theme 2: Social media is helpful to shape customer behaviour.
Yes No May be
0
5
10
15
20
25
30
35
40
36
9
5
Frequency
Yes
No
May be
0 5 10 15 20 25 30 35 40 45 50
44
4
2
Frequency

Theme 3: Social media platform is useful to attract the customers.
Theme 4: Social media is helpful to have enhancement in sales.
12
13 12
13
Facebook
LinkedIn
Twitter
YouTube
Improvement in sales
Enhancement in traffic and subscribers
Improvised customer relationship
Reduction in marketing expenses
0 2 4 6 8 10 12 14 16 18
17
13
11
9
Frequency

Theme 5: Social media tool is useful to raise brand awareness.
Theme 6: Yes. Implementation of social media strategy is useful to increase brand awareness.
Yes No May be
0
5
10
15
20
25
30
35
40
45
39
6 5
Frequency
Yes
No
May be
0 5 10 15 20 25 30 35 40 45
42
4
4
Frequency

Theme 7: Marketing with social media approach aids to have enhancement in sales.
Theme 8: Social media aids to put laser focus and also support to spend less on advertising.
43
5
2
Yes
No
May be
Yes
No
May be
0 5 10 15 20 25 30 35 40 45 50
45
4
1
Frequency

TASK 3
3.1 Use appropriate techniques for research evaluation.
The programme of evaluation under research project will go through the process as
planning, execution, completion and dissemination of reporting. Thus, it can be defined as the
each stage has unique issues, methods and procedure (Alalwan, 2018). In addition to it,
evaluation is set of research methods and number of methodologies with the distinctive purpose.
Furthermore, there are two technique of evaluation as are-
 Summative technique- It is an evaluation technique that is helpful for undertaking
evaluation on the basis of case study research. Under this, the major focus is on the
outcome of research. There are number of instrument with aids of it data can be collected
and these as are questionnaire, surveys, observation, interview and testing etc.
 Formative techniques- This is method that put its major focus over the improvement in
programme. It can be done with the help of development and implementation process. In
addition to it, data collection can be occurs at multiple points (Barcelos, Dantas and
Sénécal, 2018). This is the evaluation that must be conducted in order to check out the
understanding of individuals.
Hence, it can be stated that in order to determine the implication of social media to
influence purchase decision of customers the researcher will have the use of Formative
technique.
3.1 Interpretation and analyse the result in order to original research specialisation.
Theme 1: The social media tool is useful in terms to support customers.
1. Do you believe Mark &
Spenser uses social media tool
in supporting customer
engagement. Frequency %
Yes 36 72.00%
No 9 18.00%
May be 5 10.00%

Total 50 100.00%
Interpretation- Based on the above tabular presentation it can be concluded that social media
approach is useful in terms to affect behaviour of consumer from differ age ranges and races.
Thus, there are total number of 50 respondents. In this, 36 respondents said yes, 9 stated no and
5 are not sure of it. On the other hand, social media is tool that aids to enhance customer interest,
expand brand recognition. Hence, majority said social is very supportive in terms to enhance
customer engagement.
Theme 2: Social media is helpful to shape customer behaviour.
2. Is social media tools are
helpful with regard to shaping
consumer behaviour including
brand loyalty and intention to
buy. Frequency %
Yes 44 88.00%
No 4 8.00%
Yes No May be
0
5
10
15
20
25
30
35
40
36
9
5
Frequency

May be 2 4.00%
Total 50 100.00%
Interpretation- From the above tabular presentation it can be stated that social media tool is
helpful in order to shape the behaviour of customers. Thus, there are total number of 50
respondents. Out of which, 44 said yes, 4 said no and 2 are not sure of it. Hence, it can be said
that social media tool plays crucial role to shape the behaviour of customer towards the brand
loyalty and awareness. In the present scenario the customer put their major focus over word of
mouth and the opinion of people plays the major role in terms to shape the behaviour of
customers. Thus, it is useful concept in order to have enhancement in brand loyalty.
Theme 3: Social media platform is useful to attract the customers.
3. Which social media platform
uses by Mark & Spenser? Frequency %
Facebook 12 24.00%
LinkedIn 13 26.00%
Twitter 12 24.00%
Yes
No
May be
0 5 10 15 20 25 30 35 40 45 50
44
4
2
Frequency

YouTube 13 26.00%
Total 50 100.00%
Interpretation- Based on the above tabular presentation it can be concluded that the social
media is tool that aids to gather the attraction o customers. The firm put their major focus over
short term advertisements that can be done with help of adaption of technical advancement,
adept companies and to enhance social media integration etc. thus, there are total 50 respondents.
In this, 12 said Facebook is more effective, 13 argued LinkedIn, 12 said Twitter and 13 said You
tube is beneficial to attract the customers.
Theme 4: Social media is helpful to have enhancement in sales.
12
13 12
13
Facebook
LinkedIn
Twitter
YouTube

4. What are the beneficial
aspect of using social media
marketing over customers
purchase decision. Frequency %
Improvement in sales 17 34.00%
Enhancement in traffic and
subscribers 13 26.00%
Improvised customer
relationship 11 22.00%
Reduction in marketing
expenses 9 18.00%
Total 50 100.00%
Improvement in sales
Enhancement in traffic and subscribers
Improvised customer relationship
Reduction in marketing expenses
0 2 4 6 8 10 12 14 16 18
17
13
11
9
Frequency

Interpretation- From the above tabular presentation it can be concluded that the main beneficial
aspect of social media is to have enhancement in sales. Thus, there are total number of 50
respondent. As per this, 9 said it supports to have reduction in marketing expenses, 11 sated that
it is supportive in order to improvise customer relationship, 13 argued it is very helpful in terms
to have enhancement in traffic and subscribers and 17 stated it helps in having improvement in
sales. Thus, majority of respondents stated that social media tool plays the major role in terms to
have enhancement in sales so that longer profitability and productivity within enterprise can be
generated.
Theme 5: Social media tool is useful to raise brand awareness.
5. Do you believe that social
media aids to enhance brand
awareness? Frequency %
Yes 39 78.00%
No 6 12.00%
May be 5 10.00%
Total 50 100.00%

Interpretation- Based on the above tabular presentation it can be concluded that social media is
helpful to enhance brand awareness in terms to launching products and services. It is crucial in
order to market each activities proactively through social media sites. Thus, there are total
number of 50 respondent. Under it, 39 stated yes, 6 said no and 5 are not sure of it. Hence, it can
be stated that social media is tool that plays the crucial role in terms to build he credible
reputation among the market so that profitability and productivity within market can be
enhanced. The social media is useful in order to raise brand awareness in mind of customers.
Yes No May be
0
5
10
15
20
25
30
35
40
45
39
6 5
Frequency

Theme 6: Yes. Implementation of social media strategy is useful to increase brand awareness.
6. Does implementation of
social media strategy helps to
have enhancement in brand
recognition. Frequency %
Yes 42 84.00%
No 4 8.00%
May be 4 8.00%
Total 50 100.00%
Interpretation- Based on the above tabular presentation it can be concluded that social media
strategy provides direction to target the audience in market so that all things can be carried out in
better and proficient mode. Hence, there are total number of the 50 respondents. Under it, 42
stated yes, 4 participants said no and 4 among them are not sure of it. Herein, it can be stated that
social media is one of the powerful strategy that is very useful to enhance brand recognition
Yes
No
May be
0 5 10 15 20 25 30 35 40 45
42
4
4
Frequency

within market. Thus, the better social media marketing strategy aids to have improvement in
customer engagement levels.
Theme 7: Marketing with social media approach aids to have enhancement in sales.
7. Do you think social media
marketing aids to Mark &
Spenser to have enhancement in
sales? Frequency %
Yes 43 86.00%
No 5 10.00%
May be 2 4.00%
Total 50 100.00%
Interpretation- Based on the above chart it can be concluded that social media is modern trend
that aids to raise the awareness in mind of customers. Thus, social media management tool aids
to measure the effectiveness within market. In addition to it, there are total number of 50
43
5
2
Yes
No
May be

respondents. In this, 43 said social medial approach enhance customer relationship management.,
5 said no and 2 are not sure of it. Hence, it can be stated that social media is very helpful to
enhance sales and it is very useful tool in order to measure the effectiveness resides within the
enterprise.
Theme 8: Social media aids to put laser focus and also support to spend less on advertising.
8. Social media aids to brand to
be laser focused and spend less
on advertising. Frequency %
Yes 45 90.00%
No 4 8.00%
May be 1 2.00%
Total 50 100.00%
Yes
No
May be
0 5 10 15 20 25 30 35 40 45 50
45
4
1
Frequency

Interpretation- Based on the above tabular presentation it can be concluded that social media is
tool that put laser focus and also takes initiatives to spend less on advertising. Hence, it can be
said that in modern scenario the maximum people uses the social media approach as
advertisement and that aids to enhance the maximisation in sales. In addition to it, there are total
number of 50 respondents. Under this, 45 said yes, 4 said no and 1 is not sure of it. Hence, it can
be stated that social media management tools aids to meet desired goals.
3.3 Description on recommendation and justify the areas for further consideration.
CONCLUSION- Based on the above report it can be concluded that social media is one of the
great tool that aids to create massive word mouth. Thus, social media has number of tool that
aids to bring better campaign result. With aid of implementing the better strategies the social
media aids to enhance profitability and productivity within enterprise. Thus, present report was
based on business activities of Marl & Spenser, it deals in clothing and grocery services.
Furthermore, the assignment has covered the various activities as research methodologies
has been given in order to represent the choice of selection to undertake the depth analysis, the
data analysis and interpretation on the basis of aims and objectives so that better data can be
gathered. Lastly, recommendation has been discussed to determine the importance of social
media on influencing the purchase behaviour of customer towards product and services.
RECOMMENDATION
On the basis of above report, recommendation related with social media management
tools has been discussed in below contexted manner as-
 The firm as Mark & Spenser should adopt social media marketing for marketers in terms
to optimise the online presence so that there can be enhancement in sales for product and
services.
 The Quoted entity should incorporate marketing strategy as social media so that there can
be possibility in terms to ensure the effective and better brand recognition, awareness and
loyalty.
 To gain brand recognition should be one of the premier goal of marketing so that
consumer can buy their product and services that can be easily recognisable within
market (Social media best practice for business, 2018.). Hence, it can be stated that social
media marketing is very useful in order to enhance brand recognition within market.

 The chosen firm is also conducting online business processes, therefore, they need to
have the use of social media tool in order to gather consumer information and to better
cater the need and wants of customers.
 Mark & Spenser must get engaged customers with social media approach so that they can
able to build awareness towards their brand. \
 The social media tool must be adopted as it is beneficial in terms to build better
relationship with customers and this is terms that is also crucial in order to have
enhancement in loyalty and advocacy.
 The social media tool is useful in order to enhance traffic on website. Therefore, it is
helpful in order to have enhancement in online conversation such as sales and leads so
that firm can run its functions effectively and efficiently.
 One of the beneficial aspect is that social media market is very cost effective in nature.
By signing up and creation of social profile on differ platforms like Twitter, Facebook,
LinkedIn etc. will be more affordable than other marketing tactics.
 Mark & Spenser should have use of effective social media marketing approach so that
there can be possibility in order to create dynamic consistency, developing better brand
image in term to product better product and services.
TASK 4
4.1 Description on agreed format and appropriate media to present the outcomes for research.