Impact of Social Networking Websites on Product Sales

RESEARCH

Table of Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................3
RESEARCH METHODOLOGY.....................................................................................................7
ETHICAL CONSIDERATIONS.....................................................................................................9
REFERENCES..............................................................................................................................10
APPENDIX....................................................................................................................................11

INTRODUCTION
The following research is carried upon to understand the impact of social networking
websites on product sales from the customers perspective. The use of social networking websites
are in trend which is leading a number of businesses to attach their marketing to these websites.
Cafe Nero is an Italian style coffee provider whose headquarter is situated in London, England. It
was discovered in 1997. When looking at current growth of company they have successfully
setup more than 1000 coffee restaurants in 11 countries. The research aims, objectives,
questionnaires, research methodologies and ethical consideration are successfully described in
the report.
Aim: “The impact of social networking websites on product sales from a consumer perspective”.
A case study of Caffé Nero.
Objectives:
 Understand the changing roles of social networking sites
 Impact of social networking sites on changing consumer perspective and enhancing sales
 Determine different social media strategies that can be used for increasing sales
Research Questions:
 What are the changing roles of social networking sites?
 What are the impacts of social networking sites on changing consumer perspective and
enhancing sales?
 What are the different social media strategies that can be used for increasing sales?
LITERATURE REVIEW
Impact of social networking sites on changing consumer perspective
According to views of (Jiang, Luoand Kulemeka, 2017), Social media has emerged as
one of the most powerful tools with changing times as it is used as a effective means of
endorsing and assisting communications among consumers, peers and organisations. With
instance to cafe Nero social media application is one of the powerful tools that can be used for
identification of specific customer behaviours and then customised their requirements according
to such changing preferences of customers. Social media is assisting in driving a behaviour that
is to be focussed on getting insights about latest trends. Cafe Nero is targetting millennial
generation as the target market. For this they can focus on existing platforms of social media

applications where they can create their own page on Facebook, Instagram. All this will assist in
adding customers with similar mindsets. social media applications has now emerged as a agent
of culture that is having a direct impact on the mind set of customers as they are willing to get
influenced by the way there is adoption of different strategies by such organisations. Social
media applications has emerged as a effective means for supporting & promotion products
amongst consumers, peers and organisations.
It is going to assist towards enhancing the sales of Nero. In the present times web based
social networking sites have become popular because of the process of visual communications
that are playing a key role in public communication and business strategy formulation. The high
quality services have to be focused on influencing the relationship of customer with brands that
are promoted using such social media platforms (Alalwan, 2018). In present times organisations
are using different virtual communities for interacting with their target markets so that level, of
interaction can be chosen according to the present information that has to be eventually
transmitted to customers. Virtual communities are assisting in finding all the information related
to products and services by the customers on public available platforms. Online social media
application have become more credible that is affecting the purchasing decision of consumers.
Social media platforms has become one of the vital marketing and promotion mediums for
organisations because there is sharing of relevant content ion such applications by establishing
connections between organisation and their target customer segment (Liu, Shinand Burns,
2019). It leads to changing customer mind sets in both positive and negative manner if the
impact is in a positive way then it is beneficial for organisations as their online ratings get better
and they are able to achieve a positive feedbacks, reviews and responses from their customers.
On other hand if the responses are negative then it may lead to a sales and growth that are
affected in a negative manner with a graph showing shortfall in the coming future time period.
With regards to Nero Caffe there has to be a use of creative approach that can lead to
enhancement of their sales and achievement of a differentiation advantages as compared to other
competitors.
Determine different social media strategies that can be used for increasing sales
According to views of Mohammed Abdullah, 2017 There is a changing trends in which
hospitality brands are participating for the purpose of enhancement of their sales where there is
approaching to all different food bloggers who can market and promote different cafe and brands