Impact of Social Media Marketing on Consumer Buying Behaviour in UK Fashion Sector: A Study on Next Plc

This research aims to determine the impact of social media marketing on the behaviour of consumers of Next Plc in the UK fashion sector. The study will analyze the effectiveness of social media advertising on influencing consumer behaviour and the benefits gained by Next Plc by using social media marketing in influencing customer behaviour.

Research
Presentation

Table of Content
• INTRODUCTION
• RESEARCH TOPIC
• RESEARCH AIM, OBJECTIVES AND QUESTIONS
• LITERATURE REVIEW
• CONCLUSION

INTRODUCTION
• Social media marketing refers to the social network and
media’s used by the organisation in order to promote
their products and services in the market.
• The services and products can be effectively promoted
through social media platforms as there is high traffic on
these pages which lead to customer acquisition in the
market.

RESEARCH TOPIC
Topic: To ascertain the impact of social media
marketing on consumer buying behaviour in UK
fashion sector: A study on Next Plc.
Rationale- This research is being conducted in order to
analyze the impact that social media marketing have on
the buying behavior of customers in UK. This research
is conducted to analyze the level of impact that social
media have on the buying behavior of customers.

RESEARCH AIM, OBJECTIVES AND QUESTIONS
• Aim: To determine the impact of social media marketing
on the behaviour of consumers of Next Plc
• Objective:
• To determine the impact of social media on the buying
decision of the consumers.
• To analyse the effectiveness of social media advertising on
influencing consumer behaviour.
• To determine the benefits gained by Next Plc by using
social media marketing in influencing customer behaviour.

LITERATURE REVIEW
To determine the impact of social media on the
buying decision of the consumers
According to Aleh Barysevich, 2020, the social media
influence the decisions of customers in terms of buying
behaviour. Social media plays an important role in terms of
bringing the attention of customers. The power of influencers
on consumer is high as many customers follow these
influencers very impactful due to which they buy the products
accordingly.

LITERATURE REVIEW
To analyse the effectiveness of social media
advertising on influencing consumer behaviour
According to Jonathan Durante (2021), Social media
has occupied one of the most important position in
communication tool that is used by an organization. Many
organizations across the globe uses this tool in order to connect
with the customer base. Organizations have adopted usage of
Instagram, Facebook, LinkedIn and other such platforms to
advertise their products and services on the internet.

LITERATURE REVIEW
To determine the benefits gained by Next Plc by
using social media marketing in influencing
customer behaviour.
According to Boris Dzhingarov (2019), Social media
marketing has range of Benefits which help the organization in
sustaining in the business environment. Social media platforms
are currently used by all the major players of the market. They
hire people for Social media platforms and the job role for these
people is to interact with the customers using different
techniques.

CONCLUSION
• From the above report it can be concluded that the social
media platforms play a crucial role in marketing the
products and services of the company.
• The organisation should use the social media marketing
at their best as it helps in building a relation between the
customers and the respective organisation.

REFERENCES
• Abney, A.K., and et.al., 2019. Intercollegiate social media education ecosystem. Journal of
Marketing Education, 41(3), pp.254-269.
• Besana, A., and et.al.,2018. It's a Matter of Attention: The Marketing of Theatres in the Age of
Social Media. International journal of arts management, pp.20-37.
• Costa, K.A.S.R., Fernando, P.I.N. and Perera, K.J.T., 2019. Do Self-Congruity Impact on
Consumer Buying Behavior? Study Based on Condominium Market in Sri Lanka.
• Social media influence. 2020. [Online] Available through: https
://www.searchenginewatch.com/2020/11/20/how-social-media-influence-71-consumer-buying-dec
isions
/./
• 7 Benefits of Social Media Marketing. 2019. [Online] Available through: https
://www.digitaldoughnut.com/articles/2019/october/benefits-of-social-media-marketing./

Research Presentation End