(pdf) The Importance Of Social Media Marketing

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RESEARCH PROJECT
Table of ContentsTopic- “To determine importance of social media and its influence on consumers' purchases. Acase study on Mark & Spencer.”......................................................................................................3INTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3LITERATURE REVIEW................................................................................................................4METHODOLOGY..........................................................................................................................6TIMELINES OF RESEARCH ACTIVITIES.................................................................................8TASK 2...........................................................................................................................................92.1. Plan and design data collection tool to match resource hypothesis and questions.........92.2 Undertake research investigation as per agreed specification........................................102.3 Discussion on record and collate relevant data in which its appropriate.\.....................13TASK 3..........................................................................................................................................183.1 Use appropriate techniques for research evaluation......................................................183.3 Description on recommendation and justify the areas for further consideration...........27TASK 4..........................................................................................................................................284.1 Description on agreed format and appropriate media to present the outcomes for research...............................................................................................................................................28REFERENCES.............................................................................................................................29
Topic-“To determine importance of social media and its influence onconsumers' purchases. A case study on Mark & Spencer.”INTRODUCTIONCompanies are now adopting several new methods to attract customers toward thereproduct or services for influencing them to make purchases. Among them social media is mosttrending options used by majority of companies for promoting their product as well as brandwhich also support them to achieve competitive advantage. Social media sites provide a platformwhere marketer can communicate directly with consumers and can provide them personalisedservices to them by handling their issues separately (Balakrishnan, Dahnil and Yi, 2014). Apartfrom this it also helps a marketer in maintaining a long term relation with customers by sharingthe information with them and responding to their queries. Mark & Spence is a well knowninternational brand which uses social media as a major source for promoting and selling itsproducts to customer worldwide. This support in influencing consumer behaviour as they cancheck all the details of product along with their quality or durability by reading feedback of otherexperienced users. Social media sites provide the basis through which customer can weight thepositive factors of particular product to make up their decision (Berger Paul and et. al., 2012).TASK 1Title or working title of research project“To determine importance of social media and its influence on consumers' purchases.”Outline the main objective of researchAim:-“To determine importance of social media and its influence on consumers' purchases. Acase 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 topicMain reason behind this study is to determine the importance of social media ininfluencing the consumer purchasing behaviour. As Mark & Spencer operates its business indynamic environment where the choice of customers changes on regular basis. Apart from thisthe increasing competition in market is also influenced the choice of customer by providingvarious alternatives to choose from them (Goh, Heng and Lin, 2013). The result of which sale ofMark & 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 productthrough social media sites. As it has now become a major source of interaction and sharinginformation among people within the society. Therefore, this study is conducted to identify thefact that up-to what extent and in which ways the social media influence the purchasingbehaviour of consumer. Apart from this, the information collected through this research will alsohelp company to adopt appropriate strategy for marketing its product over Internet. So that it caninteract with customers directly and respond to there issues which further support in enhancingthe brand image and achieving the competitive advantage over rivals.LITERATURE REVIEWThis is considered as a most essential part for a research because it depict about theknowledge 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 topicwhich support a researcher to determine the effectiveness of its current project.Concept of social mediaAccording to the Hudson Matthew, (2018) Social media is defines as websites andapplications that are created to provide peoples a platform to share content efficiently, quicklyand in real time. As per the view point of , social media plays an essential role in defining aboutwhat we think about, how we observe things and discussion about various issues prevailing insociety. 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 alsohave a great impact over the thinking level of a person, their feeling and reaction over particularissues. According to theGoh, Heng and Lin, (2013)social media is a way to share informationand 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 havea positive impact over the growth of company by increasing its volume of sale throughbroadening its market base.But as per the view point ofNaylor, Lamberton and West, (2012)Social media playsboth positive and negative role in marketing of product or services. As customer who uses socialmedia site for purchasing their product or services, generally make up their decision on the basesof reviews from experienced consumers. So, negative reviews from other customers may affectthe brand image of company and also influence the choice of visitors.Factors that affect the consumers' purchasesAccording to Alton Larry, (2016) customers choose one product over another afterweighing a variety of factors which are divided into two categories i.e. product or non productfactors. The product factors directly related with the features, benefits, quality or quantity that aparticular product poses. On the other hand non product factors include brand name, productplacement, packaging, pricing and reputation of that product. So, Mark & Spencer must predictthe buying behaviour of consumer on the bases of these factors before marketing or positioningtheir product in market.But as per the view point ofCarrasco Irene, (2018) the purchasing behaviour ofcustomers 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 itsproduct. So, Mark & Spencer must try to focus on considering the ideas or feelings of customersbefore planning to market their product. As per the view point ofGoh, Heng and Lin, (2013)thechannel of marketing such as TV Commercials, radio, newspaper ads, social media marketingetc. also have great influence the consumer purchasing behaviour. Because these factors alsoaffect the way in which the information and benefits of particular product are being presented infront of customers. Among all these social media marketing is a more influencing medium andhave an huge impact over the choice of customers. So, Mark & Spencer must put more emphasesover social media marketing instead of other mediums like banner, newspaper advertisementsetc., as it help in enhancing its brand image and expanding customers base.Importance of social media in influencing the purchasing of consumerAs per the view point of Roesler Peter, (2015) social media is important for marketer as itprovide 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 toreact in specific way which generally act positively. According to him, social media works wellwith millennials as people who use social media during its purchasing process likely to spendmore on buying a particular product instead of other who prefer visiting physical store forpurchases.But according to theRay Linda, (2018) social media websites provide a chance for wordof mouth publicity to company which support in enhancing the brand image and recognitionamong customers at marketplace. As most of the people who use social media sites forpurchasing product or services generally go through reviews and recommendations provided byother experienced user for making up their own decisions. It influences the choice of customersregarding the purchasing of product or services which may be positive or negative. This help inimpressing customers as through social media sites Mark & Spencer can regularly upgrade theirinformation and keep their content fresh, active or alive. This help in keeping customers engagedwith organisations because if company regularly upgrade their information, then people showinterest on regular visiting and assessing the fresh content or products that are being uploaded byMark & Spencer over websites.METHODOLOGYIt refers to the specific procedure or technique that are used to select a process andmethod to analyse the information about particular topic. Research methodology is mostessential part of a research which let the readers to critically evaluate about the reliability andvalidity of overall study (Hajli, 2014).State the main research technique:-Research techniquesMethodology includes number of research methods and techniques which are generallyused to collect information regarding a particular topic. This includes methods used of datacollection, statical tool for analysing and interpreting the information etc. Following are thetechniques that can be use by researcher for collecting information regarding the influence ofsocial media over purchasing behaviour of consumers:Interviews:-It refers to the face-to face conversation where journalist ask questions tosomeone in order to determine the collect the information regarding particular topic.
Questionnaire:-It is defined as a research technique that contains a set of questionswhich aims toward collecting information from the respondents. Questionnaire can be bothquantitative and qualitative in nature which is used in survey for identifying the reviews ofpeople belongs to particular sample size.Modelling:-It refers to the process of analysing and collecting the data from differentmodels or theories in order to support the specific topic within the study.These all are the research techniques that are generally used for collecting theinformation regarding particular topic. But out of which questionnaire is used under this researchas it help in collecting information in a concise and accurate way up-to extend that is required byresearcher (Hudson and Thal, 2013).Indicate suggestion for data collection procedureIt refers to the process of collecting and measuring the information in systematic manner whichenables a person to answer research questions, test the hypotheses and then be able to evaluatethe outcome. There are generally two types of data collection procedures that can be betterunderstood using following description:Primarydata:It refers to the fresh data that has been collected directly by the researcherfor the first time in order to evidence its topic of research. Primary data can be collected throughdifferent sources but most commonly used techniques are interviews, experiments, questionnaire,self administrative survey. This process is time consuming and expensive as compare tosecondary data collection method but it provides accurate and relevant information (Hutter andet. al., 2013).Secondary data:It refers to the process of gathering information which is already beingcollected by some another person for their research over relevant topic and has alreadyundergone with statistical analysis. This information can be collected through several sourceslike books, journals, organisational records, censuses etc.From conducting this research both the data collection method will be helpful assecondary data is collected through literature review which support in critically evaluating anddetermining the reliability of current research. On the other hand primary data will be collectedthrough questionnaire which support researcher in collecting the information in a concise formby asking question to respondent over particular topic of fact of concern.Explain Analytical technique:
It is aprocedure or method which is generally used by a researcher for analysing theproblems, facts or status. Analytical techniques are generally time bound & task limited and areused once to solve the specific problem.Under this, investigator use the thematical analysis asanalytical technique.Among all this gap analysis will be used under this research in order toevaluate the gap between the planned and actual result if any, after the research has beencompleted and reason behind this gap.TIMELINES OF RESEARCH ACTIVITIESThis section help researcher to determine the starting and ending time of each activity ininvolve within the research which in turn also support in performing operations in systematic andtimely manner that provide positive result (Lim, Chung and Weaver, 2012). For presenting thisinformation Gantt chart is used which is horizontal bar chart that provide a graphical illustrationof time along with activities. This help in assisting and tracking up particular task or activitywithin project.
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