Impact of Social Media on Consumer Buying Behavior: BT Mobile, UK

This research proposal aims to evaluate the impact of social media on consumer buying behavior in the context of BT mobile, UK. It includes a literature review, research methodology, and recommendations for marketing strategies.

Running Head: RESEARCH PROPOSAL
Research Proposal

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Table of Contents
Introduction................................................................................................................................3
Research title..........................................................................................................................3
Research aim and objectives..................................................................................................3
Research questionnaire...........................................................................................................3
Research Background.............................................................................................................3
Literature review........................................................................................................................4
Introduction............................................................................................................................4
To identify the meaning and concept of social media and consumer buying behavior.........4
To analyze the impact of social media on consumer buying behavior...................................5
To recommend the marketing strategies that can influence the consumer buying behavior
towards BT mobile.................................................................................................................6
Research methodology...............................................................................................................7
Introduction............................................................................................................................7
Research Philosophy..............................................................................................................7
Research Approach.................................................................................................................7
Research Strategy...................................................................................................................8
Research design......................................................................................................................8
Data Collection Method.........................................................................................................8
Sampling Procedure................................................................................................................9
Research Timeline......................................................................................................................9
References................................................................................................................................11

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Introduction
Research title
The research subject “To analyze the impact of social media on consumer buying behavior: in
context of BT mobile, UK”.
Research aim and objectives
The main aim of this research is to evaluate the impact of social media on consumer buying
behavior.
 To identify the meaning and concept of social media and consumer buying behavior
 To analyze the impact of social media on consumer buying behavior
 To recommend the marketing strategies that can influence the consumer buying
behavior towards BT mobile
Research questionnaire
 What is meaning and concept of social media and consumer buying behavior?
 How the social media affect consumer buying behavior?
 What are the marketing strategies that can influence the consumer buying behavior
towards BT mobile?
Research Background
The research topic is” “To analyze the impact of social media on consumer buying behavior:
in context of BT mobile, UK”. In the current business situation, it is necessary for the
company to improve the understanding regarding consumer buying behavior due to obtaining
the higher competitive benefits (Solomon, 2014). The social media is significant for the
organization because it can direct impact on the behavior of the consumer. Hence, it can be
said that an organization can need to critically analyze the use of social media and gain the
profitability of organization at the specified time. Moreover, it can also be crucial for
increasing the demand for product and services and make distinguish image among

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consumer’s mind (Hajli, 2014). The social media is also effective for building a robust
relationship with consumers, which can influence the financial performance of an
organization. In the existing period, a large number of an organization has applied the social
media in their business operation for accomplishing the specified task in less time and cost.
Furthermore, many researchers have completed their research on social media and consumer
buying behavior but there is lack of research in the context of social media impact on the
consumer buying behavior, BT mobile, UK (Armstrong, et al., 2015).
Literature review
Introduction
This chapter helps the reader and researcher to increase their understanding about the social
media impact on consumer buying behavior. It can be effective to attract a large number of
consumers towards company product and services.
To identify the meaning and concept of social media and consumer buying behavior
According to the Ioanăs and Stoica (2014), social media is computer-based technologies that
enable the researcher to share their personal data, perception, and views on any particular
subject on the front on a large number of individuals. It is also stated that the social media
enable the researcher to directly interact with consumers and share their content to enhance
the awareness about product and services of the company. There are different types of social
media that are used by the organization such as microblogging, social networking, social
curation, social bookmarking, and forums.
In oppose to this, Schivinski and Dabrowski (2016) examined that the consumer buying
behavior is the outcome of preferences, attitudes, decisions, and intentions that are made by
the customers in the marketplace before purchasing a product and services of an organization.
It is also explained that there are different factors that are considered in the consumer buying
behavior like anthropology, sociology, and psychology. There are certain steps that are

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followed in the buying process like problem identification, discover the information, data
evaluation, purchasing, and post buying services. In addition, it is also illustrated that these
steps help the organization of simply influence the behavior of consumer in less time and
cost. It is also stated that there are different types of buying behavior services like complex,
dissonance reducing, habitual, and variety seeking. At the same time, it can also be said that
complex consumer buying behavior indicates the high involvement of consumer with
specified brands.
To analyze the impact of social media on consumer buying behavior
As per the view of Hajli (2015), online business enables the company to take benefits of
every opportunity in order to communicate with customers. The social networking websites
allow a larger range of customers with the targeted communications to ensure that
organization information is delivered to their target audience. The use of social media also
permits the communication to expand in both ways such as by developing interactivity
between customers and business which play an important role in influencing the consumer
behaviour.
On the other side, Dessart et al. (2015) examined that the use of social media website also
provides large scale opportunities to organizations which will enhance the visibility with
customers. These social websites allow the customer to freely communicate. From the
customer point of view, the freedom refers that an individual can express his ideas or
opinions about the product or organization on the websites where large numbers of peoples
can see or read it.
In support of this, Erkan and Evans (2016) illustrated that the social media play an important
role in expanding the information about the company product and services. This data is not
restricted only to a particular company data because there are numerous websites inside a

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social media connection which are committed to collect the data of customer information.
The enhanced accessibility has modified the common customer into a researcher.
In the view of Hajli and Sims (2015) verbal marketing is playing an important role in
accomplishing the sales of the organization. Customers are generally believed in word-of-
mouth marketing about the product and service. The word-of-mouth marketing in social
media can go globally with a single message sent from single customers. The customers can
communicate with numerous peoples at the click of a button by using the social media and
simply deliver the message about the organization.
On the other side, Balakrishnan et al. (2014) stated that the direct communication with the
brand representative online can enhance a customer’s loyalty to the organization by creating a
personal network that the customer may be capable to accomplish with the other
organizations. On the other hand, most of the customer problems can be resolved if the
organization employees have the ability to professional, compassionate and understanding.
To recommend the marketing strategies that can influence the consumer buying
behavior towards BT mobile
Goodrich and De Mooij (2014) explained that an organization should offer the actual
information about the brand to the potential consumer due to spreading clear information
about the product and services of an organization. In addition, it is also stated that company
should enhance their brand awareness among the consumer by using the attractive message to
the consumers. The message should be apart from the competitions due to making a different
image in the market and get higher profit. Along with this, it can be said that it can direct
impact on the consumer buying behavior.
In support of this, Cantallops and Salvi (2014) examined that an organization should also
remember that the message should take less time and cover a large number of people. It can
also directly influence the consumer behavior. Moreover, it is also illustrated that finding the

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emails by first name appealing characteristics which can emotionally connect the consumer to
the brand. As a result, the company can be able to influence the consumer buying behavior.
On the other hand, Severi, et al., (2014) explained that an organization should also
concentrate on building the consumer loyalty about the brand that can support to enhance the
sale of the brand in less time and cost. The organization should also make contact with the
consumer by using email and campaign. It can be effective to influence the consumers buying
behavior in less time. An organization should use the digital marketing tools and techniques
for making a robust relationship with consumers systematically.
Research methodology
Introduction
The research methodology can be imperative to address the tools and techniques for
accomplishing the research aim and objectives. The research methodology considers different
kinds of tools and techniques to meet the specified task. These are research philosophy,
research approach, research design, data collection method, and sampling method. The
research will apply such methods to accomplish the research objectives and solve the
research problems (Ngai, et al., 2015).
Research Philosophy
For this research, research will use interpretivism philosophy because the research is not
objective in nature. Their researcher will consider the idealism due to getting the reliable and
valid outcome at the specified time and cost. This philosophy is supportive to gather the
theoretical information towards the research and accomplish the aim and objectives of
research (Hollebeek, et al., 2014).
Research Approach
In this research, inductive research approach will be used by the researcher to meet the
research objectives in determining time and cost. In addition, it can also be said that the

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inductive research approach is effective as compared to the deductive research approach.
Through the inductive approach, a researcher will be capable to collect the views and
perception of candidates about the research matter.
Research Strategy
The research strategy is crucial for meeting the aim of research in specified time and
adequate resources. In this research, literature review and survey through questioner will be
used by researcher top complete the research aim. A researcher will use this research strategy
because it enables the researcher to pool the data from participants regarding research
dilemma. Moreover, the literature review method will enable the researcher to collect the
theoretical information towards the impact of social media on the consumer buying behavior.
It will also help the researcher to enhance the validity and reliability of research outcome
(Mackey and Gass, 2015).
Research design
For this research, a researcher will imply the mixed data collection method such as a
qualitative and quantitative method. The quantitative research design will aid the researcher
to pool the numeric information by including statistical information. Besides this, the
qualitative research will practice by the researcher to collect the non-numeric data about the
impact of social media on consumer buying behavior.
Data Collection Method
The data collection method plays a vital role in collecting the data about the impact of social
media on consumer buying behavior. In this research, the researcher will practice both
primary and secondary data collection method. The primary data collection method assists
the researcher to pool the fresh data through many sources like observations, survey through
a questionnaire, and interview. It will support the researcher to obtain the accurate result in
the context of research matter. Besides this, the secondary data collection method will also

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use by the researcher to collect the conceptual understanding about the research dilemma.
Moreover, the secondary data collection method includes many sources that will also use by
the researcher like government publications, online and offline sources, journal, and books
(Hollebeek, et al., 2014).
Sampling Procedure
The researcher will use probability sampling method because it can help the researcher to
collect the data without any biases. The probability sampling method aid the researcher to
collect the opinion, views, and perception of participants towards the survey through a
questionnaire. Through this method, it provides an equal chance to the participants for
reacting to research dilemma. The research will not use the non-probability sampling method
because this research is subjective in nature. For this research, a researcher will choose 40
managers of Adam Internet, Cellphones, and Austar Telecommunication Company, UK to
complete the specified task systematically. It is also analyzed that the probability sampling
method will help the researcher to pool the valid data and get feasible outcome (Ngai, et al.,
2015)
Research Timeline
Research Plan
Research Activities Predetermined time period
1 2 3 4 5 6 7 8 9 1
0
Selection of research matter
Development of research aims
Data collection method
Questionnaire development
Sample size of research

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Data evaluation
Report writing
Submission of final report
From the analysis of above table, it is analyzed that the data collection methods take 3 weeks
that is more than the other research activities.

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References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015) ‘Marketing: an introduction,’
USA: Pearson Education.
Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014) ‘The impact of social media marketing
medium toward purchase intention and brand loyalty among generation,’ Procedia-Social
and Behavioral Sciences, 148, pp. 177-185.
Cantallops, A. S., & Salvi, F. (2014) ‘New consumer behavior: A review of research on
eWOM and hotels,’International Journal of Hospitality Management, 36, pp. 41-51.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015) ‘Consumer engagement in online
brand communities: a social media perspective,’ Journal of Product & Brand
Management, 24(1), pp. 28-42.
Erkan, I., & Evans, C. (2016) ‘The influence of eWOM in social media on consumers’
purchase intentions: An extended approach to information adoption,’ Computers in Human
Behavior, 61, pp. 47-55.
Goodrich, K., & De Mooij, M. (2014) ‘How ‘social’are social media? A cross-cultural
comparison of online and offline purchase decision influences,’ Journal of Marketing
Communications, 20(1-2), pp. 103-116.
Hajli, M. N. (2014) ‘A study of the impact of social media on consumers,’ International
Journal of Market Research, 56(3), pp. 387-404.
Hajli, N. (2015) ‘Social commerce constructs and consumer's intention to buy,’ International
Journal of Information Management, 35(2), pp.183-191.
Hajli, N., & Sims, J. (2015) ‘Social commerce: The transfer of power from sellers to
buyers,’ Technological Forecasting and Social Change, 94, pp. 350-358.

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Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014) ‘Consumer brand engagement in
social media: Conceptualization, scale development, and validation,’ Journal of interactive
marketing, 28(2), pp. 149-165.
Ioanăs, E., & Stoica, I. (2014) ‘Social media and its impact on consumers
behavior,’ International Journal of Economic Practices and Theories, 4(2), pp. 295-303.
Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design. UK:
Routledge.
Ngai, E. W., Moon, K. L. K., Lam, S. S., Chin, E. S., & Tao, S. S. (2015) ‘Social media
models, technologies, and applications: an academic review and case study,’ Industrial
Management & Data Systems, 115(5), pp. 769-802.
Schivinski, B., & Dabrowski, D. (2016) ‘The effect of social media communication on
consumer perceptions of brands,’ Journal of Marketing Communications, 22(2), pp. 189-214.
Severi, E., Ling, K. C., & Nasermoadeli, A. (2014) ‘The impacts of electronic word of mouth
on brand equity in the context of social media,’ International Journal of Business and
Management, 9(8), P. 84.
Solomon, M. R. (2014) Consumer Behavior: Buying, having and being (Vol. 10). Upper
Saddle River, NJ: Prentice Hall.