Impact of Social Media Marketing on Customer Buying Behaviour: A Case Study on The Body Shop

This presentation analyses the impact of social media marketing on customer buying behaviour with a case study on The Body Shop. It includes aims, objectives, research methodology, potential outcomes, conceptual map, Gantt chart, and risk register.

MARKETING, PLANNING AND
STRATGIES FOR MARKETING

Table of Contents
 INTRODUCTION 3
 Aims and objectives: 3
 Literature review: 4
 Research methodology: 4
 Potential outcomes:4
 Conceptual map 4
 Gantt chart 4
 Risk register 4

INTRODUCTION
 Social media marketing refers to the techniques of marketing which uses social media
platforms for marketing various products and services.
 Social media marketing provides various techniques to the companies through which they
can engage their existing customers while attracting new customers (Jacobson, Gruzd and
Hernández-García, 2020).
 Consumers nowadays look for the reviews of the products before buying it from various
social media sites. This influences their buying behaviours in a particular way.

Aims and objectives:
Aim: To analyse the impact of social media marketing on customer buying behaviour. A case
study on The Body Shop
Objectives:
To study the concept of social media marketing and consumer buying behaviour
To analyse the impact of social media marketing on customer buying behaviours
To provide recommendations to The Body Shop for improving social media marketing
strategies that influence consumer buying behaviour

Research methodology
 Research Design
 Research Approach
 Research Philosophy
 Data collection:
 Sampling:
 Data analysis:
 Ethical considerations

Potential outcomes
 Through the research, the buying behaviour of customers of The body Shop will be
analysed.
 The research will allow the company to identify the buying preferences, patterns and tastes
of consumers in beauty industry.
 It will also allow the company to identify the impact of its social media marketing
techniques and campaigns and their impact on the customers.
 It will allow the company to realize the gaps and any deviations and provide appropriate
measure to fill those gaps and deviations.

Concept Map

Gantt Chart
Activities 1 2 3 4 5 6 7 8 9 10 11 12
Research topic selection
Developing aim and objectives of
research
Analysing secondary resources of
research
Selecting research methods
Primary data collection
Analysing the data collected
Risk registering

Risk Register
Risk description Likelihood Impact Mitigation
Quality of data Low High Quality of data will be ensured through providing
accurate evidences.
Research design Low High Research designs will be maintained accurately.
Health and safety risks Low Medium Research propose no risks to health and safety
Costs Medium Medium Costs will be analysed prior to the research
Legal risks Low Low Legal risks will be mitigated through maintaining proper
ethics of the research report.

The knowledge
Knowledge will be scattered in person or
document in order to develop a system for
assessing the knowledge and development
and perform efficiently as well
The resources
The resources needed will include both
primary and secondary sources. The
following sources will be analysed:
Official records of company
Interviews
Survey results
Unanalysed statistical data
Journals and books

REFERENCES
Books and journals:
Arifin, S.R.M., 2018. Ethical considerations in qualitative study. International Journal of
Care Scholars. 1(2). pp.30-33.
Auf, M.A.A. and et.al., 2018. Consumer buying behaviour: The roles of price, motivation,
perceived culture importance, and religious orientation. Journal of Business and Retail
Management Research. 12(4).
Bilgin, Y., 2018. The effect of social media marketing activities on brand awareness, brand
image and brand loyalty. Business & Management Studies: An International Journal. 6(1).
pp.128-148.
Cazeaux, C., 2017. Art, research, philosophy (p. 202). Taylor & Francis.