Impacts of Social Media Marketing on Consumer Behavior: A Study on Morrison

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Table of Contents
Topic: To investigate the impacts of social media marketing over consumer behavior. A study on
Morrison...........................................................................................................................................3
INTRODUCTION...........................................................................................................................3
Background of study....................................................................................................................3
Research Aim:..............................................................................................................................3
Research Objectives:....................................................................................................................3
Research questions:......................................................................................................................3
LITERATURE REVIEW................................................................................................................4
Theme 1: Understanding the Social media marketing concept...................................................4
Theme 2: SMM practices used in retail sector.............................................................................4
Theme 3: To determine the relation how social media influences the customer buying
behaviour .....................................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................5
Research Philosophy....................................................................................................................5
Data collection method ...............................................................................................................5
Sampling .....................................................................................................................................5
Data analysis method...................................................................................................................5
REFERENCES................................................................................................................................1

Topic: To investigate the impacts of social media marketing over consumer
behavior. A study on Morrison.
INTRODUCTION
Background of study
Marketing is the business activity for promoting and selling the products of the
organisation. Digital marketing is the new contemporary demand where the marketing activities
is done through different digital media channels that are from Social media platforms, Email and
mobile marketing, search engine etc (Christina, Fenn and Roselina, 2019). social media platform
is the new emerging marketing trend where the businesses are shifting their business over its
platform to get worldwide reach. Digital marketing influences the consumer behaviour as it helps
in providing them personalised experiences and enables brands to develop strong relationship
with their consumers. Morrison Supermarket chain consider as the fourth largest chain in retail
sector, UK based company deals with diversification in product where they offer range of
products to their consumer. Following study will cover the Research aim and objectives that is
based on research topic, it further covers the methodologies and literature review section.
Research Aim:
The aim behind conducting current study is to evaluate the impacts of social media
marketing on Morrison customer behavior.
Research Objectives:
 To develop an understanding about social media marketing.
 To identify practices of social media marketing undertaken by the companies in retail
sector.
 To analyze association between social media marketing and customers behavior in
context of Morrison.
 To recommend appropriate social media marketing strategies to Morrison for satisfying
consumer behavior.
Research questions:
 What is social media marketing?