Impact of social media marketing on consumer buying behaviour: A case study of GGI Retail, UAE

This research investigates the impact of social media marketing on consumer buying behaviour with a case study of GGI Retail, UAE. The research aims to examine factors affecting consumer behaviour, determine academic theories regarding social media marketing, evaluate the impact of social media marketing on purchasing behaviour of consumers, and recommend innovative ideas about digital marketing to influence the buying behaviour of consumers. The research will use a mixed research design with both literature review and survey through questionnaire. The expected output is to increase awareness regarding factors influencing purchasing behaviour of customers and generate new knowledge regarding strategies which would be supported by management in order to resolve the existing research issues.

Unit 5.4-Research Project Form
Student Name:
Supervisor: Dr. Indranil Bose
Due Date: 20th June, 2018
Date submitted: .....................................
Note for students: green text is for your guidance only; Remove it and fill each
section with your project topic. Maximum 1500 words to submit (exc. Title and
reference page).
Title
The title of this project is to identify the "Impact of social media marketing on consumer
buying behaviour: A case study of GGI Retail, UAE".
Background
The purpose of this investigation is to analyze the impact of social media marketing on
consumer buying behaviour. In the current business phenomenon, online business is
employed by different users such as existing users and new commercial users. The social
media can play a significant role to build the relationship amid marketers and consumers. It is
identified that information structure leads the decision-making process of consumers
regarding product’s assessment. Moreover, social media can permit an organization to
practice new method for acquiring the data regarding goods and services through peer
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interaction. In addition, the social media facilitates to target the customers who want to buy
the products and services from GGI Retail, UAE (Solomon, et. al., 2014).
It is also analyzed that the customer is encouraged by psychosocial features such as
availability, purchase motivation, presentation of the company, retail stores types, mode of
payment, purchase motivation, and their income. It is also assessed that this research focuses
on the impact of social media marketing on consumer buying behavior in case of GGI Retail,
UAE (Godey, et. al., 2016).
In the existing business phenomenon, GGI Retail, UAE uses social media in order to make
liaison with their upcoming consumers and attain their targeted objectives in a specified time
as well as cost. Although, number of research is associated with social media marketing and
consumer buying behavior in previous years, but there are inadequate investigations regarding
effects of social media marketing on the consumer buying behavior with regards to GGI
Retail, UAE (Ioanăs and Stoica, 2014).
Evidence of initial literature review
To assess the factors which, may influence the consumer purchasing behaviour
As per the view of Kumar et al. (2016), there are some elements that may persuade the
behaviour of consumer such as emotional, cultural, and behavioural with social factors.
Culture acts as primary element to evaluate attitude of the consumer. In such manner, culture
is an essential factor to persuade the behaviour of an individual that involves culture of a
person, the functions that culture acts and its ritual, norms with custom. Cultural requirements
should be vastly evaluated, which may influence the consumer’s attitude. In opposed to this,
Schivinski and Dabrowski (2016) illustrated that there are some social factors that may
affected the attitude of consumers. Under social factors, reference group is sub-factor to
persuade the behaviour of consumers.
To evaluates the impact of social media marketing on consumer buying behaviour
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According to Erkan and Evans (2016), an organization emphasizes on small quantity of
individual who has a high level of reliability in a specific trade as, it can effortlessly persuade
purchasing verdict of consumers. Moreover, consumers access frequently to social media
platform to make buying judgment. Hence, it is stated that social media marketing may
positively impact on the consumer buying behaviour. Their decision can be demonstrated by
interacting with their friends and other influences.
In opposed to this, Hajli (2014) argued that the behaviour of consumers is expanding and
dynamic in the digital age. Hence, there is requisite to consider the taste of consumers and
influence their behaviour. GGI Retail, UAE can focus on the imminent trends because it
could be effective to maintain the transparency and relevancy of their brand along with, aids
to encourage the customers with regards to their brand. It is assessed that there is a high
quantity of people who have maintained their presence through online. At the same time,
there are large amount of customers who purchase goods and services via accessing internet.
To investigate the innovative ideas regarding digital marketing to the world
According to Hajli and Sims (2015), in the digital business scenario, social media plays a
fundamental role in the marketing procedure. Social media is significant to develop the
awareness among customers, developing products, engaging customers and acquiring new
customers with regards to their brands.
In contrast to this, Dessart Veloutsou and Morgan-Thomas (2015) evaluated that social media
has made annoyed with intolerant to consumers as, they want instant satisfaction. They desire
spontaneous reaction of services so; the corporation should offer concurrent practical
negotiation with customers concerning their brand. It should also deliver prompt facilities as
compared to making a delay in services. As a result, this can persuade the buying behavior of
consumers.
Introduce academic theory
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Stephen (2016) assessed that the Howard-Sheth Model is a recognized theories regarding
consumer purchasing behaviour. This theory exercises the aspect of influencing the reactions
with illustrates preferences of shopper buying over time period. This theory contains some
elements like input variable, output variable, construct variable, hypothetical and exogenous
variables.
In contrast to this, Zhang and Benyoucef (2016) evaluated that learning model is another
model that aids to gain awareness regarding purchasing behaviour of consumers. It is highly
influenced by the need for learning with satisfaction. In addition, customers have a high
propensity to buy products that would meet needs together with desires without disagreement.
In the view of Swani et al. (2017), there are some theoretical understandings that assess affect
of social media marketing on purchasing behaviour of customers. Social cognitive theory
illustrated that the customer is active together with, focuses on developing joint
communication with individual experience along with actual condition. It is explained that
social ecological factor assesses the purpose of customers with regards to purchasing the
products and services.
Conceptual framework
From the above conceptual framework, it can be stated that there are different factors
affecting the consumer buying behaviour. These factors are a dependent variable that depends
on social media i.e. independent variable.
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Dependent variable
Factors affecting consumer
buying behaviour
Cultural factors
Social factors
Behavioural factors
Psychological factors
Independen
t variable
Social Media
Marketing

Explain the reason for selecting a topic
This research is essential for an investigator and readers to improve their theoretical
understanding with regards to a factor affecting the consumer buying behaviour. It is
significant for an organization to improve their understanding regarding impact of social
media marketing on purchasing behaviour of consumers in the perspective of GGI Retail,
UAE. The social media play an effective role to make liaison with the bulk of customers by
using one single channel in minimum time with costs (Balakrishnan, Dahnil, and Yi, 2014).
The depth of knowledge with regards to consumer buying behaviour and social media
marketing activities can aid the company to easily persuade the upcoming customers and
retain them for the longer time period. This investigation will also be effective to meet the
aim of professionals. A high quantity of appropriate data exists with regards to current
research issue. This research could be beneficial for research scholar to make their
professional career in the marketing field. Since, this investigation will provide the awareness
regarding impact of social media marketing on purchasing behaviour of customers. This
research would be imperative for GGI Retail, UAE to make innovative ideas regarding digital
marketing to the world. Thus, it is assessed that a research scholar can get advantages from
the research process particularly with the intention of career, pursue in the Marketing field
(Xiang, et. al., 2016).
Research questions and objectives
Research Objectives
The key purpose of this investigation is to analyze the impact of digital marketing on
consumer purchasing behaviour. The given below objectives of research will be used to
accomplish key purpose of the investigation:
 To examine factors affecting buying behaviour of consumers
 To determine the academic theory regarding social media marketing
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 To evaluates the impact of social media marketing on purchasing behaviour of
consumers
 To recommend the innovative ideas about digital marketing to influence the
buying behaviour of consumers
Research Question
 Which factors can affect the consumer purchasing behaviour?
 What are the academic theories regarding social media marketing?
 What is the impact of digital marketing on consumer purchasing behaviour?
 What can motivate the buying behaviour of the customer?
Method
Research strategy
With the purpose of this research, both literature review and survey through questionnaire
would be applied by a researcher in order to attain key purpose and objectives of
investigation. Survey through questionnaire strategy can be imperative to gather the views
and beliefs of research participants regarding research concern. In addition, the literature
review strategy will be used to support the primary data. The literature review will enable the
research scholar to obtain the conceptual understanding regarding impact of social media
marketing on purchasing behaviour of consumer (Kim and Johnson, 2016). These strategies
will aid an investigator to enhance the reliability together with validity of investigation
outcome.
Research design
With the intention of this investigation, a mixed research design will be selected by an
investigator to complete the investigation in targeted time duration. Since, this investigation
contains the features of both quantitative and qualitative research. In such a way, qualitative
research will be beneficial to evaluate the association amid social media marketing and
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consumer purchasing behaviour. This investigation design will enable the researcher for
eliminating the limitation and barriers of investigation that may create during the
investigation (Severi, Ling, and Nasermoadeli, 2014). Since, this investigation is depending
on constructing conceptual understanding and increases the practical aspect with respect to
the impact of social media marketing on purchasing behaviour of consumer.
Research tools
The data gathering technique plays a fundamental role to pool facts concerning impact of
social media marketing on buying behaviour of consumer. Under this investigation, an
investigator will implement both primary and secondary information gathering techniques.
The primary information gathering technique will aid an investigator to gather the fresh
information regarding research concerns. It will help an investigator to pool the valid and
reliable outcome with regards to research issues. In opposed to this, secondary data gathering
technique will be used by an investigator to gather the non-numeric data with regards to
existing research concern (Nadeem, et. al., 2015). Secondary data would be accessed via
different sources such as government sources, company websites, academic journals, offline
sources, company websites, academic publication, and textbooks.
Primary research with details of sample size
With the intention of this investigation, probability sampling strategies will be selected to
choose the sample from a large number of populations. It provides equal chances of being
selected by the participants. Simple random sampling method will be chosen to select the
participants on a random basis. It declines the chances of biases from the selection procedure
(Xie, and Lee, 2015). In this research, 55 customers will be selected from different
geographic areas of UAE. It would be beneficial to pool the fresh information regarding
research concern.
Data analysis
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Under this investigation, an investigator will practice the statistical data assessment technique
in order to resolve the research issues. In addition, an investigator will practice the Ms-excel
software in order to demonstrate the data via tables, charts, and graphs. It would be significant
in order to develop the understanding with regards to findings of investigation matter (Saboo,
Kumar, and Ramani, 2016).
Deliverables, Timescale, resources and limitations
Project expected output
The outcome of this investigation would aid to increase the awareness regarding factors
influencing purchasing behaviour of customers. It is also assessed that research proposal can
aid to generate new knowledge regarding strategies which would be supported by
management in order to resolve the existing research issues. This report will aid to build clear
image regarding research concern and will aid to address actual data associated with research
issues (Boateng, and Okoe, 2015). In addition, there are certain factors that may affect the
social media like quality, relevancy, timing, voice, and user-generated content. These factors
may directly influence the superiority of investigation results.
Required Resources
The required budget for this investigation would be about AED2100 in order to accomplish
the targeted aim and objectives of investigation in targeted time duration.
The given below resources will be used by an investigator in particular time framework:
 An investigator will spend AED700 in order to attain the literature review. There are
certain sources, which would be practiced by a researcher such as online resources,
editorial, academic journals, and textbooks. It could be expensive as compared to
primary data gathering techniques (Bai, Yao, and Dou, 2015).
 For gathering data from GGI Retail, an investigator will spend about AED700 as it
would be essential for feasibly gather the information.
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 To identify the data for information analysis, making graphs, and tables, and
developing a financial plan, an investigator will spend about AED700 as it would be
beneficial to attain the aim and objectives of investigation (Javornik, 2016).
In synopsis,
Purpose
Estimated Amount
(AED)
Review of literature 700
Gathering data 700
Assessment of data 700
Total of expected financial plan 2100
Gantt chart
The given below table depicts time plan for specific investigation issues:
Table 1: Investigation schedule for completing research
Activity name Start Day Last Day Duration
(Days)
Selection of the research issue 24-07-
2018 25-08-2018 31
Develop research aim and objectives 26-08-
2018 26-10-2018 60
Selection of appropriate data collection method 27-10-
2018 27-11-2018 30
Design of survey through questionnaire 28-11-
2018 29-12-2018 31
Suitable sampling technique section for sample
size
30-12-
2018 30-10-2019 30
Selection of appropriate data collection analysis 31-01-
2019 02-03-2019 31
Report writing 02-03-
2019 02-04-2019 30
Final submission of report 03-04-
2019 30-04-2019 27
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From the above table, it is assessed that several research activities would be considered inan
investigation like choose research concern, the design of investigation aim with objectives,
select data gathering techniques, and designing of the questionnaire. Other practices are
choosing the appropriate sampling technique and size of the sample, choice of data gathering
methods, proof readings and final report submission. It is assessed that an investigator has
projected ten weeks in order to accomplish the investigation (Keinänen, and Kuivalainen,
2015). For gathering the information, an investigator has projected 9 weeks for adequately
meeting these practices. It could be superior rather than other undertakings.
Limitations
An investigator will involve different elements that may directly affect the outcome of results.
There are different research limitations like time, cost, and resources. Along with this, the
targeted time can enable the researcher in order to accomplish aim and objectives of this
investigation (Goodrich and De Mooij, 2014).
Ethical consideration
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Ethics is used to complete the research procedure in a methodical way. An investigator will
practice university instruction in order to avoid the possibilities of ethical concern from
research. An investigator will focus on certain factor for avoiding the ethical concern such as
copyright act’s violation, data manipulation, and plagiarism. Under this investigation, an
investigator will practice ethical norms by securing the confidential data of research
participants (Keinänen, and Kuivalainen, 2015).
References
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behavior: An empirical investigation from renren. com. International Journal of Information
Management, 35(5), pp.538-550.
Balakrishnan, B.K., Dahnil, M.I. and Yi, W.J., 2014. The impact of social media marketing
medium toward purchase intention and brand loyalty among generation Y. Procedia-Social
and Behavioral Sciences, 148, pp.177-185.
Boateng, H. and Okoe, A.F., 2015. Consumers’ attitude towards social media advertising and
their behavioral response: The moderating role of corporate reputation. Journal of Research
in Interactive Marketing, 9(4), pp.299-312.
Dessart, L., Veloutsou, C. and 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. and 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.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
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Goodrich, K. and De Mooij, M., 2014. How ‘social’ is 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. and Sims, J., 2015. Social commerce: The transfer of power from sellers to
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behavior. International Journal of Economic Practices and Theories, 4(2), pp.295-303.
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activities on human brand sales. International Journal of Research in Marketing, 33(3),
pp.524-541.
Schivinski, B.,and Dabrowski, D., 2016. The effect of social media communication on
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FINAL COMMENTS by Supervisor (leave this space for supervisor comment.
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