Impact of Social Media Marketing on Customer Decision-Making in UK Retail Fashion Sector: A Study on Next plc

Business research

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................4
Background..................................................................................................................................4
Research aim and objectives........................................................................................................4
Research questions.......................................................................................................................5
Theme 1 importance and concept of SMM and its significance................................................5
THEME 2 factors influencing the customer buying behaviour...................................................6
THEME 3 SMM impacts the Next plc's customer decision-making..........................................7
RESEARCH METHODOLOGY....................................................................................................7
Research type / strategy...............................................................................................................7
Research approach and philosophy.............................................................................................7
Data collection.............................................................................................................................8
Sampling......................................................................................................................................8
Data analysis................................................................................................................................8
Validity and reliability.................................................................................................................8
Ethical consideration...................................................................................................................8
Research limitations.....................................................................................................................9
REFERENCES..............................................................................................................................14

Topic- To assess the impact of social media marketing (SMM) on decision-making process of
customer and their buying behaviour in the context of UK retail fashion sector: A study on
Next plc
INTRODUCTION
Background
In today's' business environment, fashion industry is growing with a very high pace
which helps the economy make up profits to the great extent. Due to this, the economic condition
is also increasing which creates a positive impact on people's financial stability. This industry
provides huge benefits because it creates opportunities for many people for job and motivate
them to work effectively for their professional career. As people are more attracted towards
current fashion trends and upcoming fashion they always use social media platform to know
about it. For the current research proposal, Next plc has been selected which provides varieties of
products on its offline store and online website such as footwear, clothing, homeware and beauty
products.. Social networking such as YouTube advertisement, online websites, Facebook, blogs
and Instagram is majorly used by organization. The research will outline the methods and
techniques which can be used in order to analyse problems. In addition to this, the research will
provide time frame within which investigation will be taken into consideration.
Research aim and objectives
Aim
The main aim of the present research is to investigate the social media marketing impacts
on buying decisions of Next plc's customers.
Objectives
 To develop understanding about the concept and importance of SMM.
 To identify factors which impact customer buying behaviour within UK fashion sector.
 To investigate the relationship between SMM and decision-making with regard to Next
plc.
 To assess the influence of SMM on Next plc's customer decision-making
 To recommend strategies on improving the buying behaviour of next plc customers.
Research questions
 What is the importance and concept of SMM and its significance?