Impact of social media advertisement on purchasing behaviour of consumers: a case study of the fashion industry in Australia

This research paper explores the impact of social media advertising on the purchasing behaviour of consumers in the fashion industry in Australia. It discusses the effectiveness of social media advertising and how it can be used to influence consumer behaviour. The paper also covers research techniques, data collection methods, and ethical considerations. Course code and college/university are not mentioned.

Running Head: BUSINESS RESEARCH
Impact of social media advertisement on purchasing behaviour of consumers: a case
study of the fashion industry in Australia

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Table of Contents
Reflection report.........................................................................................................................3
Evaluate the effectiveness and your usefulness of the learning experience ..........................3
Explain how this learning process will be useful to you .......................................................3
Describe objectively what the happened in the learning process...........................................3
Evaluate what you learn..........................................................................................................3
Explain your learning process................................................................................................3
Explain Plan how this learning you will apply.......................................................................3
References..................................................................................................................................4

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Impact of Social Media Advertisement on Purchasing Behaviour of Consumers: A Case
Study of the Fashion Industry in Australia
Reflection report
Evaluate the effectiveness and your usefulness of the learning experience
I increased my knowledge towards the impact of social media advertising on the purchasing
behaviour of consumer. It facilitates me to use the social media advertisement for influencing
the consumer behaviour. From the literature review, I observed that development of digital
marketing and social networking could be an important technique practiced by retailers,
which could support them to influence consumers in a methodological manner (MIZOBE,
2014). Moreover, it is observed that social media advertising could enable the organization
to enhance awareness of products and services in limited time among the huge amount of
consumers. From the practises of social media advertisement, an organization could be
capable to get higher competitive benefits. This experience was valuable for gaining my
awareness towards the business research. I understood that the online advertisements of
fashion brand could not only educate customers towards modern styles but also affect their
behaviour to purchase fashion products (Mousseaux, 2013).
Explain how this learning process will be useful to you
This section was imperative to enhance my understanding towards the role of social media
advertising in the consumer buying behaviour. I will implement this new understanding and
perception with respect to use social networks for the business in the upcoming period. In the
assignment 2, I gained my comprehension towards research techniques. In this method, it is
pointed that social networks could facilitate the organization to critically analyze the person
who is interested in the products and services of company (Pütter, 2017). In this method, the
company would be capable to examine the premium consumer for selling their goods and
services. I also observed that Australia is top rank to spend in the money for advertisement.

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The organization uses many sources of the social network to collect data with respect to the
business like Facebook, Twitter, YouTube, and Instagram. I will use whole understanding
with respect to the social media advertising in the organization (Richter, 2013).
Describe objectively what the happened in the learning process
I did many acts in the assignment 1 like research issue identification, project objectives
determination, literature review development, and project scope formulation. Apart from this,
I also performed many activities in the assignment 2 such as literature review summary and
research methodology. I observed that the primary aim of practicing the literature review in
assignment first is to critically analyse the impact of social media marketing on the consumer
behaviour with respect to the fashion industry (Churchill and Iacobucci, 2006). The primary
benefit of creating project objectives is to conduct the research in a methodological manner
and obtain a reliable result.
Evaluate what you learn
From the Assessment 3, I gained my existing information about many approaches,
techniques, and methods to obtain the information with respect to the social media
advertising for consumer behaviour. There are many techniques that could be used in
collecting feasible information about research concern like research approach, research
strategy, data collection method, sampling method, research limitation, and ethical
consideration (Oyza and Edwin, 2015). In this, I understood qualitative and quantitative
techniques as it could be effective for collecting the numerical and theoretical information
about research concern. I enhanced my experience in the impact of social media
advertisement on the buying behaviour of consumer.
Explain your learning process
In this study, there are many causes that could facilitate the researcher to conduct Assignment
1 and Assignment 2. I understood that how research question and hypothesis are made. It

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could enable the researcher to determine the relationship between social media advertising
and consumer behavior (Quick and Hall, 2015). Further, I used research methodology in the
research to appropriately collect the information and obtain a realistic conclusion. It is also
illustrated that quantitative and qualitative research method could support to complete the
current aim and objectives of research. For this investigation, I practiced interpretivism
philosophy to perform the study and obtain theoretical data in order to obtain data about
current research matter. I also gained my understanding with respect to sampling method as it
could facilitate to select appropriate sampling size from the whole population. It could also
support me to get feasible information with respect to current matter (Sekaran and Bougie,
2016). I gained my understanding towards the non-probability and probability sampling
method.
Explain Plan how this learning you will apply
This experience could be effective in various methods. From this experience, I also
comprehend about two methods of data collection like primary and secondary data collection
method. These techniques could enable to obtain realistic data about current research issue.
From the assignment 2, I enchased my understanding about many statistical tools to examine
the collected information of research issue. I also understood that there are many factors that
could negatively influence the research outcome like lack of resources, time, and cost. Hence,
I should consider such factors for conducting the study appropriately in future. Through this,
I improved my personal and professional skills as it could support to effectively conduct the
research in the upcoming period. I gained my understanding about ethical consideration as it
could support to conduct the research in an appropriate manner. Ethical consideration could
enable the investigator to perform the appropriate behavior in the research wherein they
consider many things to avoid the ethical issues like plagiarism, secure confidential
information, university guidelines, and data manipulation (Sekaran and Bougie, 2016). I also

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enhanced my understanding towards Gantt cart that could enable to determine the time to
accomplish each activity of research.

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References
Churchill, G.A. and Iacobucci, D., 2006. Marketing research: methodological foundations.
New York: Dryden Press.
MIZOBE, E., 2014. THE POWER OF BRANDING THROUGH SOCIAL MEDIA IN THE
FASHION INDUSTRY: How it has Given Long Tail Designers a Platform for International
Growth. [Online] Available at:
https://scholarsbank.uoregon.edu/xmlui/bitstream/handle/1794/18274/Thesis%20Final-
Mizobe.pdf?sequence=1 [Accessed 24 April 2018].
Mousseaux, Y.L.a.S., 2013. Luxury fashion brands on social media: a study of young
consumers’ perception. [Online] Available at:
http://bada.hb.se/bitstream/2320/12802/1/2013.11.9.pdf [Accessed 24 April 2018].
Oyza, I. and Edwin, A. M., 2015. The effectiveness of Social Media Networks as a Strategic
Tool for Organizational Marketing Management. Journal of Internet Banking and
Commerce.
Pütter, M., 2017. The Impact of Social Media on Consumer Buying Intention. [Online]
Available at: https://researchleap.com/impact-social-media-consumer-buying-intention/
[Accessed 24 April 2018].
Quick, J. and Hall, S., 2015. Part three: The quantitative approach”, Journal of perioperative
practice, vol. 25, no. 10, pp. 192
Richter, F., 2013. Australia Ranks First in Ad Spend per Person. [Online] Available at:
https://www.statista.com/chart/1492/ad-spend-per-capita/ [Accessed 24 April 2018].
Sekaran, U., and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.