Impact of Social Media Marketing on Consumer Behavior in UK Retail Sector: A Case Study of M&S

This dissertation investigates the impact of social media marketing on consumer buying behavior within UK retail sector, using M&S as a case study. It covers the concept of social media marketing, its significance, social media marketing factors affecting consumer buying behavior, and strategies to influence consumer buying behavior.

Dissertation

TABLE OF CONTENTS
CHAPTER 1- INTRODUCTION...................................................................................................1
Background..................................................................................................................................1
Research Question.......................................................................................................................2
Research Aims and Objectives....................................................................................................2
Rationale of the study.................................................................................................................2
CHAPTER 2- LITERATURE REVIEW ........................................................................................3
CHAPTER 3 RESEARCH METHODOLOGY..............................................................................9
Research Approach......................................................................................................................9
Research Strategy.........................................................................................................................9
Methodology & Tools.................................................................................................................9
Sampling Approach.....................................................................................................................9
Validity and reliability ...............................................................................................................9
Ethical Considerations.................................................................................................................9
Research Limitation ...................................................................................................................9
REFERENCES..............................................................................................................................11

CHAPTER 1- INTRODUCTION
Background
In the current era, retail sector is growing with the rapid speed due to the various factors
which is inclining the opportunities of the growth and development for the companies operating
in UK. The sector is offering the different types of the employment opportunities which is
helping the particular sector to grow and enhance the productivity in turn attaining overall
performance in positive manner has become possible. Social marketing is one of the crucial
technique that is helpful in accomplishing the organizational objective of connecting with
customers in turn greater competitiveness can be derived. There are different types of the
benefits such as h increased brand awareness, more inbound traffic, increased search engine g
ranking, higher conversion rate, better customer satisfaction, improved brand loyalty, cost-
effectiveness, etc. Social media is one of the highly taken into the consideration by firm in turn
accomplishing the goal of communicating effectively with customers can become possible to get
higher revenue and profitability. For becoming successful in the present working environment it
is important for the organization to give emphasis on developing the crucial social media
marketing in order to attract & retain customers for the longer duration can be done. There are
different form of the organizational objective which can be attained by the enterprise to get the
higher profitability & sustainability.
The current study is based on M&S which is one of the successful firm operating in the
retail sector by offering furniture, clothing, etc products in market. There are various companies
which ware operating in the retail sector and offering cut-throat competition which require firm
to possess some competitive advantage in turn impacting customer in positive manner can be b
exerted in higher effectual pattern. Present investigation will emphasize on evaluating the impact
of social media marketing on consumer behavior so that detail understanding can be derived. It
will aid having the corrective information which is highly required for being successful in the
competitive situation. It will focus on using the qualitative research for assessing impact of
social media o marketing on consumer behavior in turn obtaining theoretical information to
formulate corrective study can become possible. It will pay attention on utilizing inductive
approach and thematic analysis technique for gaining the appropriate insights about the
highlighted subject matter in turn attaining depth information can be done.
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Research Question
 What is the concept of social media marketing and its significance?
 Which are the social media marketing factors that are affecting consumer buying
behavior in UK retail sector, within M&S ?
 In what ways do these social media marketing factors influence (or impact on) consumer
buying behaviour in the UK, within M&S?
Research Aims and Objectives
Aim:
The main aim of the research is to investigate the impact of social media marketing on
consumer buying behavior within UK retail sector, using M&S as a case study.
Objectives:
 To develop an understanding of the concept of social media marketing and its
significance
 To identify the social media marketing factors affecting the consumer buying behavior in
UK retail sector, within M&S.
 To identify ways that social media marketing factors may impact on consumer buying
behaviour in the UK, within M&S
 To recommend strategies pertaining to social media marketing that can favorably
influence consumer buying behavior
Rationale of the study
The main reason behind conducting the research is to offer the depth understanding
about the impact of social media marketing on consumer buying behavior. Customers in the
current era due to the utilization of technologies has become more aware of their rights which
require firm to focus on evaluating which are the factors influences decision-making procedure.
Social marketing is one of the crucial technique that offers the competitiveness by increasing the
ability of the organization to communicate with customers so that having positively impacting
their decision-making can become possible. M&S as being international organization can get the
appropriate information about the aspects that has influence on the overall decision-making
criteria of customers so that effective application of strategies for improvement can be derived.
In addition to this, achieving the proper information to have higher positive impact on the
overall working can be derived by taking corrective actions.
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Social media marketing is one of the significant approach that is majorly trending in the
market and highly play role of offering distinct benefits to the company which enforce firm to
take it into the practice so that positive impact on customer buying behavior can be provided.
As being one of the successful firm using the approach can help in identifying the major factor
which is affecting its consumer buying behavior so that effective strategy to get reliable
outcomes can be exerted.
CHAPTER 2- LITERATURE REVIEW
The particular chapter will focus on having the significant information regarding the
theories and framework related with subject matter. This will be done by using the distinct
themes so that proper insights can be derived.
Theme 1: Concept of social media marketing and its significance
According to Shen (2021) Social Media Marketing (SMM) is one of the significant
technique that is used for spreading the awareness about the products & service to customers in
turn effective communication process can be derived by using technological devices. There are
different form of the benefits which are derived by the organization through applying social
media marketing which aids the company to get the higher productiveness that inclines
performance of firm. The major benefits that is achieved by firm includes increased brand
awareness, more inbound traffic and higher search engine ranking. The brand awareness is one
of the crucial objective which is required to be created by the organization in respect to enhance
customers alter about the offerings so that attracting can become possible. More inbound traffic
permit helps the company to cover greater market share by possessing ability to focus on
customer other than loyal buyers. Search engine ranking is find to be important in the present
working as it provides assistance in gaining higher page ranking & obtaining top position for
having higher revenue and competitiveness.
On the other side, Hayes and et.al., (2021) depicted that social media marketing is
digital way of promoting h that leverages the power of popular networks to achieve branding
goals. There are certain drawbacks which are required to be emphasized in order to gt the
appropriate information in turn accomplishing the overall outcomes in positive manner. This
includes one of the expensive, time-consuming process & low return on investment. It requires
the organization to pay attention on having the effective level of resources which makes it quite
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expensive. From the application of this technique, results attaining is time-consuming process
which needs firm to focus on having higher utilization of resources. In addition to this, the
expensive & time-consuming process does not allow to get the corrective & desirable outcomes.
In the views of Aljumah, Nuseir and Alshurideh (2021) SMM is one of the approach
that provides digital assistance in order to communicate and share the information in most
effective manner. Taking this particular approach into the consideration helps the firm to receive
advantages that involves higher conversion rates, better customer satisfaction, and improved
brand loyalty & authority. In order to become successful it is important for the organization to
use the trending marketing technique in order to get the significant conversion rate by
convincing the customers to buy products so that higher profitability & sustainability can be
derived. In addition to this, customers satisfaction by offering the higher capability to clients to
share their views, ideas, experience, etc. This helps in receiving the better ability to get satisfied
customer in turn greater revenue generation can become possible. Loyal customer by giving
them e information about the products and services related offers helps in retaining clients of
longer duration which inclines approach to have economies of scale. On the basis of this, it can
be mentioned that organization with help of the social media marketing can receive the reliable
& relevant benefits to have effectiveness.
In the contrast to this, Ansari and et.al., (2019) articulated that SMM is used for ensuring
that significant coordination with the most preferable manner of communication for customers.
This aids in achieving the easiness in connecting with customers but there are certain
complications which are needed to be focused for achieving detailed understanding. The one of
the major risk that is needed to be focused involves risk of security breach. There is threat of the
misuse of the platform which can hamper the safety & security of the customers in negative
manner. There are possibilities of having the negative feedback by the customers which can
create adverse brand image in market. The potential customer might get negatively influenced
due to the presented experience of the previous customer and result in adverse influencing in
both monetary & non financial aspects. This all can affect the overall performance of the
organization can decrease competitiveness in industry.
As per the views of Cheung, Pires and Rosenberger (20200 there are different types of
the social media platforms which offers the significant ability to organization to have effective
understanding of customer requirements. This platforms include Facebook, Instagram, business
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based platforms, etc. It provides assistance in receiving the good approach of communication
which help in increasing sales, target audience growth, educating customers, increasing visibility
and building relationship. For gaining the success in the current era of cut-throat competition, it
is required the firm to understand the significance of social media marketing as has the major
level of impact on the customers decision-making process in favorable pattern. Inclined
visibility aids in having the reliable level of trustworthiness so that accomplishing greater
belonging feeling among customer to retain them can be done. Educating customer via using
SMM is easier than it can be done via using content, image, videos, etc so that clarity between
customers & firm can be developed. This tends to help in achieving the reliable approach of
stability in market by creating good customer relationship in turn higher effectiveness to perform
good in industry.
On the contrast to this, Mason, Narcum and Mason (2021) said that SMM is digital
marketing approach which uses the networks for connection which has can be easily interrupted.
There are few limitations which does not allow the firm to get the significant understanding
about the prevailing performance. This comprises lack of emotional connection, decrease face to
face communication, diminishing understanding of thoughts, etc. with help of provided
information it can be interpreted that company does not get the appropriate ability to build
communication in the effectual manner which might lead to have misunderstanding and affect
customers in negative manner. On the basis of this, it can be interpreted that these are the
lacking areas which are required to be improved in order to have greater positive impact on the
organization.
According to SYAIFULLAH and et.al., (2021) social media marketing is one of the
significant strategy that is related with offering the easy ability to the customer to share their
views and feedback regarding the products used which helps in gaining the reliable approach for
making improvements can become possible. It is important for the organization to have focus on
gaining effective social media marketing strategy so that appropriate ability to achieve the
modifications which can allow to meet the customers requirements. This offers the higher level
of satisfaction to customers in turn higher profitability & sustainability to coordinate with proper
needs as per the external environment can become possible.
In against to this, Khan (2022) articulated that there is drawback so using the social
media marketing as it does not permit to have ability to create trustworthiness among targeted
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audience. There is perception that customers find the these information fake so that believing on
the discounts, offers via assuring the quality of the goods. This is eliminated by the firm for
achieving competitive position so that effective performance can be obtained. On the basis of
this it can be specified that it can be articulated that social media marketing s utilized in such
manner so that good outcomes can be achieved.
Theme 2: The social media marketing factors affecting the consumer buying behavior in
UK retail sector, within M&S
According to Grewal, Stephen and Coleman (2019) there are different types of the
factor which has the influence on the consumer buying behavior. In order to become successful
it is important for the company to pay attention on identifying the aspects that can influence the
decision-making procedure of customer. The one of the major factor that has the influence on
the customer buying behavior is psychological aspects. Psychological aspect is concerned with
having the attitude, motivation, learning, perception, etc. it is highly important to give focus on
the psychological aspects of customers as their attitude & perception plays crucial role in
decreasing that they are willing to purchase something or not. In addition to this, motivation to
buy products has larger level of the influence on their decision-making. It is crucial for the
organization to underrated that its social media practices should have the positive impact on the
psychological aspects of the customer as highly contribute in the decision-making procedure of
buyers.
On the other side, Nash (2018) depicted that consumer buying behavior is basically
concerned with evaluating their pattern of taking actions for purchasing products or service.
There are distinct form of the aspects that has the influence on the purchasing power that
involves social aspects. Social factor basically includes family, roles, status, etc. The family
status highly pay attention on ensuring that which platform such as online or offline will be
taken into the consideration. According to the family role and status buyer tend to pay attention
on making the selection of the ways of purchasing. The reason behind this is that customers tend
to find social media information incomplete as personal evaluation of product can be exerted
effectively. On the basis of this it can be identified that these aspects has the influence on the
consume buying behavior.
In the views of Dolega Rowe and Branagan (2021) there are distinct types of the
elements which is required to be taken into the consideration by the organization for the purpose
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of having successful practicing that can favorably influence the consumer buying behavior.
Social media marketing is crucial practice that is taken into the practice by firm for influencing
the overall functioning of company in turn negative or positive impact on buyers is found.
Cultural factor plays crucial role in influencing the behavior of people as buying habits are
formulated majorly as per the prevailing cultural aspect. It is important for the organization to
focus on developing such practice that can affect positively to the targeted audience. The main
reason behind this is that customer buying behavior is highly influenced from their family
members, reference group, status in the society, etc. On the basis of this, it can be articulated
that the organization is required to focus on having significant action that can favorably
coordinate with their social aspects such as belief, attitude, etc. The main reason behind this
factor can be articulated that purchasing decision can positively affect when there is proper
usage of the social components in the respectful pattern can be done.
On contrast to this, Wibowo and et.al., (2020) it can be depicted that for being able to
offer the reliable impact on the purchasing decision of the customers having insights about the
components, can provides assistance in formulating effectual strategy. The one of the major
factor is the personal which comprises the distinct elements that includes age, occupation., life
style and the personality. In respect to make the decision regarding particular products' customer
pay attention on their personal factors such as personality, occupation, life style, etc. in turn
reliable course of the action for meeting the requirement can become possible. In the social
media marketing there are varied pattern of the course of the action is adopted by firm which is
basically formulated via considering that distinct personality is being affected positively.
Customer buying behavior highly get affected from the personal factor so while purchasing any
of these aspects is highly focused so that reliable decision can be made.
As per the views of Mason, Narcum and Mason (2021) there are various form of the
factors which is basically taken into the consideration by the buyers sin respect to make the
proper decision. The one of the highly affecting aspect that can be recognized from the
evaluation is the motivation. The main fact behind this factor is that it is highly dependent on the
motivational level of consumer which contribute in making appropriator decision in turn good
form of profitability can be received. Motivation becomes the considerable buying factor as it
enhances the enthusiasm among the targeted audience to ensure that the particular product can
offer them higher extent of satisfaction. From the assessment it can be articulated that social
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media marketing is utilized in such pattern so that the motivation among the targeted audience
can be enhanced. In addition to this, motivation as well get affected from the learning to prevail
among the customers which tend to offer the good amount of awareness so that significant
decision regarding the purchasing can be made. There are distinct form of the personalities
which is possessed by the targeted audience so that possessing reliable competencies can
promote in favorably influence on the customers.
As per the views of Arrigo (2018) there are various objectives of the customers which
part crucial part in helping to formulate precise decision in turn achieving appropriate
satisfaction can become possible. Communicated information to customers regarding the
particular products play essential role in influencing the perception of buyer related to offerings.
Having the full disclosure to customers via offering the precise and depth information to clients
is important. It is considered to be relevant as it helps in evaluating that company's offered
goods are helpful in meeting the personal requirements in turn accomplishing proper results can
become possible. The strategy of communication adopted by firm plays the major role in
affecting the overall functioning of buyers decision-making. The main fact that can be identified
that it is that it is crucial for the firm to have proper type of communication strategy so that
trustworthiness among the tarted audience can be created via using social media marketing.
On the other side, Lal and et.al., (2020) said that external factors plays the crucial role
in affecting the overall decision-making procedure of customers. The social media marking as
being one of the trending platform organization pay attention on having using in order to
connect easily with the targeted audience. Market trends keep on changing so that having
appropriate coordination with the prevailing fashion customers focus on adopting such products.
On the basis, it can be articulated that there are different form of the strategies which is used by
the organization so that influencing the customers buying behavior in such pattern that can allow
to adopt the external components. This is helpful in identifying that there are varied form of the
factors which affect the buying behavior of customers.
On the basis of the above literature review it can be concluded that social media
marketing is one of the significant strategy that is related with promoting the goods on digital
platforms. This offers the different form of benefits such as higher customer engagement, etc
which aids in meeting organizational objectives. There are different form of the factors which
influences the customers buying behavior such as personal, psychological, etc.
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CHAPTER 3 RESEARCH METHODOLOGY
The particular chapter will focus on having the significant information regarding the
research design, approach, tools, sampling strategy, etc so that depth understanding about the
procedure to carry forward the study can be derived.
Research Approach
It is one of the significant part of the research methodology which is considered with
having the significant plan and procedure that consist of steps for detailed methods in respect to
collect the data, analysis so that significant actions can be adopted. There are two approaches of
research which comprises inductive & deductive. Inductive is used in which focus is provided
on having observation so that theory can be applied. On the other side, deductive approach is
associated with having theory so that hypothesis can be created. The particular research has
given emphasis on possessing significant application of the inductive approach as it the
qualitative type of research. The particular approach is helpful in gathering the information and
observing it so that application of the particular theory can become possible. In addition to this,
it is helpful in meeting the objectives of the research study such as concept and significance &
factors affecting customers buying behavior so that depth understanding about the highlighted
subject matter can become possible. With help of this approach accomplishing the aim and
objectives has been done in the most precise manner. There is availability of the two
philosophies which comprises interpretivism and positivism which tend to recognize the way to
collect and used data. In the recent study the emphasis has been provided on using the
interpretivism philosophy so that accomplishing the ability to understand theoretical concept of
the study has become possible.
Research Strategy
Qualitative and quantitative are the two forms of research which is used to meet the
predetermined study's aim and objectives. Qualitative research is basically concerned with
collecting the theoretical information (Newman and Gough, 2020). On the other side,
quantitative research is related with having the ability to gather the numerical and fact based
data so that accomplishing the objectives of the study in most structured format can become
possible. In the current investigation regarding the assessing the impact of social media
marketing on consumer buying behavior, qualitative type of research has been applied. The
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main reason behind the application of the particular research strategy is that it is helpful in
gaining the reliable insights about the concept and significance of social media marketing and
factor affecting the customer buying behavior. On the basis of this study accomplishing the
research objectives in the precise and accurate format as having relevant theoretical information
has become possible.
Methodology & Tools
There are two methods which is sued for the purpose of collecting data which comprises
primary and secondary. The primary method is related with having the information that has not
been taken into use earlier and collected for solving the specific problem. here are different
methods with help of which primary information can be gathered that includes survey,
interview, observation and focus group. In contrast to this, the secondary information is
associated with the data which is already available for public in order to use for multi purposes
in turn reliable insights to meet the objective can become possible. The ways in which it can be
collected includes having use of articles, journals and h books. The utilization of In the current
investigation the researcher has concentrated on spreading the questionnaire among the targeted
audience so that effective insights about their views, experience and expectations can become
possible. In addition to this it has given focus on collecting data with help of the secondary data
sources which involves books, journals and articles so that accomplishing the aim and objectives
has been exerted in the most effective pattern.
Sampling Approach
It is related with selecting the group of people from the total population in turn reliable
information regarding their views and experience can be obtained (Mohajan, 2018). This is
basically distinct between two which includes probabilistic and non probabilistic approach of
sampling. For the recent study the researcher has paid attention on using the simple random
technique that is related with choosing the sample on random basis. It is highly utilized
probabilistic approach of sampling that provides assistance in receiving corrective information
so that reliable understanding about the subject matter can be derived. The selected sampling is
20 customers so that significant information about the impact of social media marketing on
consumer buying behavior has been identified to meet the research objectives and aim.
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Validity and reliability
This is one of the significant part of the research that is basically related with having the
appropriate information regarding the curse of the action adopted by the scholar so that report
can be formulated in the reliable and valid manner. It has used reliable sources which are
published after the year 2016. In this it copy right sources has been taken into the practice in
turn accomplishing the aim and objective in the reliable pattern via including inclusion of
references so that effective credibility for maintaining significant research can be provided. In
order to complete the research study in highly precised manner which can allow making valid
and reliability of study formulation has become possible. On the basis of this, it is mentioned
that effective formulation of the research via using current sources so that cope up with
prevailing circumstances has become possible.
Ethical Considerations
In order to complete the investigation in the most precise manner it is crucial for the researcher
to pay attention on complying with ethical requirements of the study. For this purpose the
scholar has given focus on coordinating with the ethical requirement by taking the consent from
the selected sampling size in turn effective information regarding the particular study can
become possible. The current research has given focus on not altering the data which is showing
that precise and significant information can be attained. This has given the credibility for using
other data via paraphrasing and not copying via involving references.
Research Limitation
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REFERENCES
Books and Journals
Aljumah, A., Nuseir, M.T. and Alshurideh, M.T., 2021. The Impact of Social Media Marketing
Communications on Consumer Response During the COVID-19: Does the Brand Equity
of a University Matter?. In The Effect of Coronavirus Disease (COVID-19) on Business
Intelligence (pp. 367-384). Springer, Cham.
Ansari, S. and et.al., 2019. Impact of brand awareness and social media content marketing on
consumer purchase decision. Journal of Public Value and Administrative Insight. 2(2).
pp.5-10.
Arrigo, E., 2018. Social media marketing in luxury brands: A systematic literature review and
implications for management research. Management Research Review.
Cheung, M.L., Pires, G. and Rosenberger, P.J., 2020. The influence of perceived social media
marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific
Journal of Marketing and Logistics.
Dolega, L., Rowe, F. and Branagan, E., 2021. Going digital? The impact of social media
marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer
Services. 60. p.102501.
Evans, D., Bratton, S. and McKee, J., 2021. Social media marketing. AG Printing & Publishing.
Grewal, L., Stephen, A.T. and Coleman, N.V., 2019. When posting about products on social
media backfires: the negative effects of consumer identity signaling on product
interest. Journal of Marketing Research. 56(2). pp.197-210.
Hayes, J.L. And et.al., 2021. The influence of consumer–brand relationship on the personalized
advertising privacy calculus in social media. Journal of Interactive Marketing. 55. pp.16-
30.
Khan, I., 2022. Do brands’ social media marketing activities matter? A moderation
analysis. Journal of Retailing and Consumer Services. 64. p.102794.
Lal, B. and et.al., 2020. Return on investment in social media marketing: Literature review and
suggestions for future research. Digital and social media marketing,. pp.3-17.
Mason, A.N., Narcum, J. and Mason, K., 2021. Social media marketing gains importance after
Covid-19. Cogent Business & Management. 8(1). p.1870797.
Mason, A.N., Narcum, J. and Mason, K., 2021. Social media marketing gains importance after
Covid-19. Cogent Business & Management. 8(1). p.1870797.
Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related subjects.
Journal of Economic Development, Environment and People. 7(1). pp.23-48.
Nash, J., 2018. Exploring how social media platforms influence fashion consumer decisions in
the UK retail sector. Journal of Fashion Marketing and Management: An International
Journal.
Newman, M. and Gough, D., 2020. Systematic reviews in educational research: Methodology,
perspectives and application. Systematic reviews in educational research. pp.3-22.
Shen, Z., 2021. A persuasive eWOM model for increasing consumer engagement on social
media: evidence from Irish fashion micro-influencers. Journal of Research in Interactive
Marketing.
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SYAIFULLAH, J. and et.al., 2021. Social media marketing and business performance of
MSMEs during the COVID-19 pandemic. The Journal of Asian Finance, Economics and
Business, 8(2), pp.523-531.
Wibowo, A. and et.al., 2020. Customer behavior as an outcome of social media marketing: The
role of social media marketing activity and customer experience. Sustainability. 13(1).
p.189.
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