Impact of Social Media on Consumer Behavior

This assignment delves into the significant impact of social media on consumer behavior. It examines how social networking sites shape purchasing decisions, influence brand perception and loyalty, and drive marketing strategies. The analysis considers various aspects such as social commerce, online reviews, influencer marketing, and customer engagement. Students are expected to research relevant theories and empirical studies to provide a comprehensive understanding of this dynamic relationship between social media and consumer behavior.

RESEARCH PROJECT

Table of Contents
RESEARCH PROPOSAL...............................................................................................................1
TOPIC: “TO WHAT EXTENT DOES SOCIAL MEDIA INFLUENCE TO CUSTOMER
PURCHASE.”..................................................................................................................................1
1.1 Introduction and background of the research area................................................................1
1.2 Factors that contribute part in research project selection......................................................1
1.3 Literature review...................................................................................................................2
1.4 Methodology.........................................................................................................................4
1.5 Timeline of research .............................................................................................................6
REFERENCES................................................................................................................................8

RESEARCH PROPOSAL
TOPIC: “TO WHAT EXTENT DOES SOCIAL MEDIA INFLUENCE TO
CUSTOMER PURCHASE.”
1.1 Introduction and background of the research area
Introduction
In respect to implement effective results, social media play important part in success of
the company. It could be influence to the customer purchasing behaviour as well. Therefore, it
assists to increase profits and sustainability for longer period. Social media lead for new pattern
in all over the world (Beneke, Flynn and Mukaiwa, 2013). It is more impactful activity in the
business. It is the enterprise which provide key component with different marketing strategies.
Background
In this context, Marks and Spencer has been selected which is wide and well known
enterprise for grocery and many other products. They are dealing in retail sector to produce
effective products and services in the market. The company adopted different kinds of social
media tools through they can attract different customers easily (Yadav, De Valck and Spann,
2013). Therefore, it helps to make sure that aims and objectives will be accomplish in desired
manner. Therefore, they able to enhance their production which increase revenue and profits
easily.
1.2 Factors that contribute part in research project selection
Aim, objectives and questions
Aim: “To identify influence of social media to customer purchase in retail sector – A Case Study
on Marks and Spencer.”
Objectives:
 To understand the concept of social media.
 To identify purchasing behaviour of customer in retail sector.
 To analysis interrelationship between social media and purchasing behaviour of
customers. To recommends ways through M&S will improve their performance to attract several
customers.
Research questions
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 What do you understand by the concept of social media?
 How purchasing pattern of customer will be identify in retail sector?
 What are relationship between social media and purchasing behaviour of customers.
 What are the ways will you recommend in M&S to improve their performance and attract
several customers.
1.3 Literature review
Concept of social media
As per the view of Rapp, Beitelspacher and Hughes, (2013), social media is the important
term that used and described social networking such as Facebook, Twitter, etc. These kinds of
social sites allow to users to determine their personal profile and business to share their photos
and videos with each other. There are different kinds of websites are also implemented to create
online communication and interaction in systematic manner. In other words, Piotrowicz and
Cuthbertson, (2014) stated that Facebook is most popular tool of social media in which people
are registered and create their profile. In addition to this, they are also touched with different
kinds of people to share them photos, videos, etc. In the study, it has been interpreted that there
are maximum number of people spend their more time on Facebook rather than the other sides.
In contradicting, Beneke, Flynn and Mukaiwa, (2013) explored their view that Twitter is
the free micro blogging service in which different people registered their members and tweet on
particular posts. Furthermore, in this way, people can broadcast tweets and follow the other users
through using multiple platform and devices. According to the point of Malthouse, Haenlein and
Zhang, (2013), Wikipedia is the free and open content online service which provide to customer
about different collaborative efforts in the community. In this website, any person could be
registered and create article easily. Therefore, it will also publish for the multiple use and
required edit articles as well.
Purchasing pattern of customers in retail sector
As per the point of Yadav, De Valck and Spann, (2013), study about the customer
behaviour consist important part to deal with identification of customers and assess their
behaviour pattern. Main aim of the study is to ascertain that from where, why, what and how
they are purchase. Along with this, study also endeavour to learn about the customer response for
sales promotion. Results also shows useful to arrange and make solution towards the problems.
On the other hand, Pate and Adams, (2013) argued that customer purchasing behaviour consist
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gaining insight importance as per the interest to increase great term decades. Therefore, it
summarised experimental results with grocery stores. Principles and techniques also discussed
which applicable in the other kind of retail stores. Customer behaviour is also separate which
difficult to understand the subject. Knowledge of customer behaviour also precede in the
systematic consideration.
In contradicting, Agnihotri, Dingus and Krush, (2016) said that buying behaviour of
customer influence to the needs and preference of consumers to produce products. On the choice
of customer, it could be influence to understand the behaviour in systematic manner. Therefore,
study helps to concentrate on the sensitive trying. In this way, people are primarily concerned
with several customers as per the consumer preferences. However, Zhou, Zhang and
Zimmermann, (2013) said that identification of the customers also seeks to assess their
requirement. It is not sufficient to conduct the study without knowing buyer behaviour. Thus, it
is important to implement proper composition and origin of customers. It includes several
elements such as characteristics, sex, age, colour, economic, etc.
Relationship between social media and purchasing behaviour of customer
According to the point of Sasmita and Mohd Suki, (2015), customer buying behaviour
pattern also grouped in several contexts which show relationship with social media. In this
context, place of purchase, method, item, time, etc. elements implemented in the sales
promotion. This is because, it impacts on M&S to accomplish their systematic results and
outcomes. It is very important for the chosen business to provide products and services within
the time period. It is very important to provide adequate facilities to customers so that they are
attracted towards the business easily. Beside this, Klaus and Nguyen, (2013) generated their
views social media determines promotional devices that are used to grouped different elements
such as displays, pricing, demonstration, sales talk, etc. Furthermore, there are different kinds of
research techniques which help to conduct study about the customer behaviour in retail sector
through analysis of records, observation, controlled experimentation, interview, etc.
In contradicting, Rapp, Beitelspacher and Hughes, (2013) argued that in social media
tools and customer satisfaction has positive relationship through response can be develop in
systematic way. In this context, facts are also discovered through consist small scale research and
experiments. On the other hand, Yadav, De Valck and Spann, (2013) stated that products are also
demonstrated and helps to motivating people to buy and making proper awareness and
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distribution of it as sample. It helps to make concentration and produce qualitative results at
workplace.
Ways through M&S will improve their performance
According to the view of Zhou, Zhang and Zimmermann, (2013), M&S has several ways
through they can improve their performance in different areas. In this context, they should create
their own website which helps to tend new elements in the business. It will help to know about
the purchasing pattern and design new products and services. In this way, with the help of
personal mail the chosen company will develop their performance and outcomes. Multiple sites
helps to create proper expression on their activities and perform several tasks as well. On the
other hand, Sasmita and Mohd Suki, (2015) said that the chosen company need to provide
discount on different products and services on festivals. Therefore, it helps to attract and
maintain loyalty towards them in systematic manner. Along with this, the company can also
promote their products and services to stimulate the learning with different opportunities.
In addition to this, Ward and Bailey, (2013) stated that the company should make their
products and determine services on the basis of demographic factors such as gender, age group,
etc. Therefore, they can attract several people with implement creative social status and
nationality. It helps to concentrate on the place and location where the company can provide
effective social status and nationality. In other words, Yadav, De Valck and Spann, (2013)
explored their views in which understanding requires for the customers. In this aspect, analysis
also develop to reaches to retail store in systematic area for customer lives. Objectives of the
customers actually in the mood for buying and engaged towards shopping. As per the customer
preferences, the company should produce products and services to implement more profits and
revenue.
1.4 Methodology
Methodology is the important perspective that helps to create systematic activities in
business. In this regard, researcher need to consist proper searching towards M&S. Hence,
following are certain tools implemented in it:
 Research approach: In front of researcher, there are several kinds of approaches exist
that can be used by them. For example, inductive, deductive, etc. In the present research,
performances will be improves towards M&S to promote their outcomes in systematic
manner. In this way, researcher used inductive approach in which theories and data
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collection will be develop in systematic way. It also used to make effective results at
workplace.
 Research philosophy: In respect to select the research philosophy, there are two types of
philosophies exist in front of researcher such as interpretivism and positivism. It used to
promote detailed program in the business in systematic perspective. In the present study,
interpretivism research philosophy used that help to find useful information at workplace.
Therefore, research will be conducted through interview in which questionnaire has been
prepared that asked from respondents.
 Research design: In order to gather relevant information, research design consist
important part in the business. In this context, in front of researcher different research
design can be used from descriptive, experimental, exploratory, etc. From the above,
descriptive research design can be used by researcher to find useful information at
workplace (Barquero and Bosch, 2015).
 Data collection: Data collection is another important perspective that helps to find useful
information through primary and secondary level. With the help of different ideas,
outcomes will be generated in systematic manner. In the primary data, information will
be collected through questionnaire in which customers of M&S will take part in it.
Therefore, interview will be determines in systematic manner. Simple random sampling
method has been used to find useful information towards the research (Hantrais and
Mangen, 2013). Beside this, secondary information will be collected through different
journals, books, articles has been used to find useful information towards the selected
topic. In this context, secondary level research considered find useful information for the
results.
 Data analysis: It is the another element which used for the process of identifying
collected data in systematic manner. Therefore, research outcomes will be develop to take
appropriate decisions (Pavan and Kulkarni, 2014). Thematic analysis consist important
part that helps to interpret results in systematic manner. Hence, strategies develop to
improve performance of M&S.
1.5 Timeline of research
In respect to conduct the systematic research program, it is essential to implement
research activities with time frame. This helps to find out relevant information and systematic
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analysis as well. According to the activity, time has been set so that aim and objectives will be
accomplish in desired manner. In this context, it could be stated that researcher able to identify
influence of social media on customer performance (Pavan and Kulkarni, 2014). It helps to
concentrate on the developed personality that create proper outcomes and results at workplace.
With the help of each activity, cost also design to accomplish desired outcomes in it. Conducting
research outcomes improve performance in M&S.
In respect to find out the results, it can be stated that researcher able to find useful
information towards the aim and objectives (Hantrais and Mangen, 2013). In this context,
systematic review of activities helps to ascertain useful information towards the selected topic. It
is beneficial for determines several kinds of activities according to the time.
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Formulation of research proposal
Preparing aim and objectives
Writing background research study
Assortment of suitable research
methodologies
Data collection by using primary and
secondary sources
Examination of the collected data
Interpretation of collected
information to generate expected
results
Conclusion and recommendations
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Submission of draft report
Modifications as per the feedback
comments
Final Submission
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REFERENCES
Books and Journals
Agnihotri, R., Dingus, R. and Krush, M.T., 2016. Social media: Influencing customer satisfaction
in B2B sales. Industrial Marketing Management, 53, pp.172-180.
Barquero, B. and Bosch, M., 2015. Didactic engineering as a research methodology: From
fundamental situations to study and research paths. In Task design in mathematics
education (pp. 249-272). Springer, Cham.
Beneke, J., Flynn, R. and Mukaiwa, M., 2013. The influence of perceived product quality,
relative price and risk on customer value and willingness to buy: a study of private label
merchandise. Journal of Product & Brand Management, 22(3), pp.218-228.
Hantrais, L. and Mangen, S. eds., 2013. Cross-national research methodology and practice.
Routledge.
Klaus, P. and Nguyen, B., 2013. Exploring the role of the online customer experience in firms'
multi-channel strategy: An empirical analysis of the retail banking services sector.
Journal of Strategic Marketing, 21(5), pp.429-442.
Malthouse, E.C., Haenlein, M. and Zhang, M., 2013. Managing customer relationships in the
social media era: Introducing the social CRM house. Journal of Interactive Marketing,
27(4), pp.270-280.
Pate, S.S. and Adams, M., 2013. The influence of social networking sites on buying behaviors of
Millennials. Atlantic Marketing Journal, 2(1), p.7.
Pavan, G.K. and Kulkarni, N., 2014. Research methodology. International Journal of Innovative
Research and Development, 3(7).
Piotrowicz, W. and Cuthbertson, R., 2014. Introduction to the special issue information
technology in retail: Toward omnichannel retailing. International Journal of Electronic
Commerce, 18(4), pp.5-16.
Rapp, A., Beitelspacher, L.S. and Hughes, D.E., 2013. Understanding social media effects across
seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science,
41(5), pp.547-566.
Sasmita, J. and Mohd Suki, N., 2015. Young consumers’ insights on brand equity: Effects of
brand association, brand loyalty, brand awareness, and brand image. International
Journal of Retail & Distribution Management, 43(3), pp.276-292.
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Ward, J. and Bailey, D., 2013. A participatory action research methodology in the management
of self-harm in prison. Journal of mental health, 22(4), pp.306-316.
Yadav, M.S., De Valck, K. and Spann, M., 2013. Social commerce: a contingency framework for
assessing marketing potential. Journal of Interactive Marketing, 27(4), pp.311-323.
Zhou, L., Zhang, P. and Zimmermann, H.D., 2013. Social commerce research: An integrated
view. Electronic commerce research and applications, 12(2), pp.61-68.
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