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

Research and Study
Skills
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Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Literature Review.............................................................................................................................5
To determine the impact of social media on the buying decision of the consumers..............5
To analyse the effectiveness of social media advertising on influencing consumer behaviour
................................................................................................................................................5
To determine the benefits gained by Next Plc by using social media marketing in influencing
customer behaviour................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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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. This helps the organisation in
terms of engaging with the existing customers and further promoting the services and products to
new customers. This research is based on ascertaining the impact that social media have on the
buying behaviour of the consumer in fashion sector of UK, particularly Next PLC.
MAIN BODY
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 analyse the impact that social media
marketing have on the buying behaviour of customers in UK. This research is conducted to
analyse the level of impact that social media have on the buying behaviour of customers. Further
the effectiveness of social media advertising in influencing the consumer behaviour of fashion
sector in UK is another reason for conducting this research.
Background- This report is based on the impacts that social media marketing has on UK
retail companies such as Next PLC. The respective organisation has good image in the fashion
retail sector and they have a good range of products and services.
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.
Research Questions
• What is the level of impact that social media marketing has on customers' buying
behaviour?
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