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

This dissertation investigates the impacts of social media marketing on consumer behavior, with a focus on Morrisons. It includes a literature review, research methodology, data analysis, and recommendations for social media marketing strategies.

Research Project

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
Topic: To investigate the impacts of social media marketing over consumer behavior. A study
on Morrisons................................................................................................................................1
Research aim and objectives........................................................................................................1
Research rationale........................................................................................................................2
Research question........................................................................................................................2
Structure of the project................................................................................................................2
Chapter 2: Literature review............................................................................................................3
To develop an understanding about social media marketing.......................................................3
To identify practices of social media marketing undertaken by the companies in retail sector. .4
To analyze association between social media marketing and customer’s behavior in context of
Morrisons.....................................................................................................................................6
To recommend appropriate social media marketing strategies to Morrisons for satisfying
consumer behaviour.....................................................................................................................7
Chapter 3: Research methodology...................................................................................................8
Chapter 4: Data analysis and research findings.............................................................................13
Analysis of collected facts.........................................................................................................13
Interpretation of data..................................................................................................................15
Chapter 5: Conclusion and recommendation.................................................................................22
Chapter 6: Reflection.....................................................................................................................26
REFERENCES..............................................................................................................................28

INTRODUCTION
Topic: To investigate the impacts of social media marketing over consumer behavior. A study on
Morrisons
The concept of social media marketing is associated with the form of internet marketing
and it comprises the use of social media and other digital apps as marketing tools. Further,
marketing is tending to be a vital business activity that is being used and adopted by an
origination to effectively interact and connect with their customers. For undertaking the current
investigation selection of Morrisons has been made with a famous British retail company.
Morrisons was founded in 1899 by William Morrisons, it started with an egg and butter stall in
Rawson Market and further start the first self-service store in Bradford (Hafez, 2021). It is the
fourth largest supermarket chain in the United Kingdom. It serves products like clothes, florists,
books, petrol, food, magazines, homeware, etc. it mainly focuses on the manufacture and
distributor of fresh food products. In 1967 it became a public limited company and was listed on
London Stock Exchange. The motto of Morrisons is “Fresh Choice for You” and they also aim is
to produce fresh as well as affordable products that make them available for everyone (Vrontis
et. al., 2021). Morrisons is tend to face an issue related to the effective marketing of its product
and services. Thus, the current study is based on Morrisons to analyze and review about impacts
of social media marketing over consumer behavior.
Research aim and objectives
Research aim
The aim of conducting the current study is to evaluate the impacts of social media
marketing on Morrison's customer behavior.
Research Objectives:
1. To develop an understanding of social media marketing.
2. To identify practices of social media marketing undertaken by companies in the retail
sector.
3. To analyze the association between social media marketing and customer behavior in the
context of Morrisons.
4. To recommend appropriate social media marketing strategies to Morrisons for satisfying
consumer behavior.
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Research rationale
The selection of the current project seems rational and significant as in the current digital
world making use of a significant marketing strategy has become vital. It has been also seen that
the use of social media marketing tends to be significant as it supports the building of better
brand Awareness and Recognition, Generates Conversation, helps to Understand Target
Customers' Interests, and also provides a better platform to connect with the customers. Besides
this, the making choice and selection of the current topic is also significant and vital as it leads to
a better understanding and review of some practices of SMM that are taken by the organization
within the retail sector that supports a higher level of customer satisfaction and business success
(Salem and Salem, 2021). Apart from this, the selection of the current topic is also significant
and rationale as it supports the development of the key skill and competencies of the researcher
along with supporting better understanding and information for other scholars. Further, the
rationale and significance behind the choice of the current topic also comprise the fact that it
meets the personal interest as well as the academic integrity and educational perceptive of the
researcher thus, it supports better academic qualification and development.
Research question
 What is social media marketing?
 What are some practices of SMM that are taken by the organization within the retail
sector?
 What is the relationship between SMM and consumer behavior for Morrisons?
 What are some SMM strategies that are suggested to Morrisons for customer satisfaction?
Structure of the project Chapter 1: Introduction- It forms out to be the first chapter of a dissertation that
provides information about the background of the selected company along with the aim
and objective of the project. Chapter 2: Literature review- This section of the project tends to involve the review of a
different set of literature in which the viewpoints of different authors are compared on the
themes associated with the topic. Chapter 3: Research Methodology – This section of the project includes the use of the
methodologies which help the researcher in performing the research study systematically
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and accomplish its aim. Within the current project use of both primary and secondary
sources of the data is being made.
 Chapter 4: Data Analysis and Research Findings – This section includes the analysis of
the key findings of the project. Data analysis is done by making use of charts and graphs
for the presentation of data in the best authentic way. Chapter 5: Conclusion and Recommendations - A summary of the project is provided in
this part, and a recommendation is also included in it which forms the last part of the
project conclusion and recommendation.
 Chapter 6: Reflection - In this, the researcher reflects the overall learning acquired by
performing the study along with future implications of the study. It involves the
information about what went well or not, the learning that the researcher acquired along
with the overall contribution that the study made to the personal development of the
researcher.
Chapter 2: Literature review
It forms out to be one of the most vital section of every research project that supports and
provide a systematic analysis and review of the pre-existing set of data. Literature review tends
to provide a base and framework for further investigation by the way of leading a systematic
review of the pre-existing data about a specific topic. Thus, it tends to support better knowledge
creation and understanding of a selected topic so that better investigation and study can be made
(Zhao et. al., 2021). The current literature review is based on the topic of social media marketing
along with reviewing the practices of SMM that are taken by the organization within the retail
sector and another related objective for which analysis of a set of online articles, books, and
journals has been made. A discussion and review of these online articles and journals based on
the selected topic and its objective are provided below:
To develop an understanding of social media marketing
As per the viewpoint and opinion of Gangadharbatla, H., and Morrisons, D., 2022, the
concept of social media marketing has been also known as digital marketing or e-marketing
includes the use of social media platforms to build and create better promotion of the product and
services. Further, social media marketing also includes and comprises the publishing of great and
informative content on social media platforms where the users build social networks and share
information to effectively improve and enhance brand awareness and drive higher traffic on
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websites. Along with this, it has been also seen and analyzed that social media marketing also
comprises well planned as well as an effective set of the process that is entailing proper
marketing methods that aim at bringing change within human behavior as well as improving the
connection and interaction with the customers to have a better understanding about their
purchasing behavior (Tiwary, and et. al., 2021).
It has been also reviewed based on the information provided by Dolega, L., Rowe, F., and
Branagan, E., 2021, that social media marketing that too includes and comprises the use of social
media networks and platforms such as Facebook, Instagram, Twitter, LinkedIn, Pinterest,
YouTube, and Snapchat to share information about product and services. Thus, social media
marketing provides an effective way and method for the business organization to engage with its
existing set of customers as well as reach out the new ones through having an effective means of
connection, interaction and collection of customer data. Further, it has been also seen and
implicated that making use of the social media marketing strategy tend to have transformed the
way in which business is used to influence and direct the behavior of customer by the way of
promoting the improved content that drives and rings out higher customer engagement and
satisfaction (Arya, Paul, and Sethi, 2022).
Apart from this, it has been also seen and finds out that social media marketing also tends
to play a vital role in effectively extracting and collecting the relevant data from the customers
that helps in making messaging more resonate with the potential customers. Along with this, it
has been also seen and find out that the use of social media marketing tends to provide a wider
reach and access to the customer market in an efficient manner through making the connection
with the help of the social media platforms. Apart from this, an improved way of interaction
based on multimedia content as well as attractive design and formatting is also being supported
and brought out by social media which plays an important role in attracting and catering to the
interest of a larger number of customers. However, it has been also seen and finds out that some
issues and challenges are also being associated with the use of social media that are based on and
comprised of the challenges related to security and privacy threats (Kim and Kim, 2021).
To identify practices of social media marketing undertaken by the companies in the retail sector
As per the opinion of the Khoros Staff, 2021, it has been analyzed that social media
marketing tends to have many positive impacts and benefits for a retail company as it supports
the increase in the trust-making consumer along with quickly introducing and promoting its
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brand to potential customers. Thus, various effective ways and practices are being adopted and
implicated by the retail sector to ensure and have better use of social media marketing. One of
the key practices and approaches of social media marketing tends to include effectively
determining and setting the target audience (Naeem and Ozuem, 2021).
It tends to be one of the most effective and suitable social media marketing strategies and
practices within the retail sector as it helps in determining the key factors and aspects that would
effectively attract and cater to the interest of the target audience to have a higher success of the
social media marketing. Further, effective social media marketing practices tend to include and
comprises of the making selection of a suitable set of platform that effectively reach and access
to the target audience. It has been seen that social media marketing comprises of various
platforms such as the Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and
Snapchat. Thus, for the success of the social media marketing it is essential practice to make
choice and selection of suitable set of social media platform to reach the correct audience in
effective manner.
Apart from this, to ensure and bring out higher success within social media marketing it is
also an effective practice to set advertising goals that need to be properly aligned with the overall
objective and goal of the company. For instance, if the key goal and objective of Morrisons are
on increasing the level of sales and revenue then the social media marketing plan would also
need to aim at boosting sales through attracting and catering a larger number of customers. The
effective practice and strategy of social media marketing with retail companies tend to includes
of creating and designing a proper set of content bank (Hafez, 2021). It has been seen that the
content and messaging tone plays a most vital role in attracting and catering the interest of the
customer thus, it is vital to effectively create and support the online content through making use
of multimedia videos, photos, etc to have a positive impact on purchasing behaviour of the
customers.
Apart from this, making use of the high quality visuals is also taken as a vital and effective
strategy to attract and cater a learn set of customer. For example, if a retail company is going to
run a Facebook ad for the clothing boutique’s coats that it is good practices that the image
featured in the ad should be the coats. This, strategy and good practice of social media making
tend to give a higher sense to have an ad that promotes the blouses or shoes as for videos it also
make use engaging and exciting videos. Apart from this, making use of right call to action as
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well as regular testing the performance of ads and social media marketing is also an effective
strategy to have higher success and better promotion within the retail sector. Another most
effective and vital set of practices of social media marketing undertaken by the companies in
retail sector comprises of responding to customer in a promptly manner. It has been seen and
analysed that the strategy of keeping the customer base happy is based on having a regular
response on their tweet and demand response as fast as possible. Apart from this, sharing the
positive customer feedback on regular basis as well as building a continuous relationship through
social media platforms is also effective SMM practices that support higher success level for the
organisation (Vrontis and et. al., 2021).
To analyze association between social media marketing and customer’s behavior in context of
Morrisons
With respect to the view point of the Watanabe, N.M., Kim, J. and Park, J., 2021, it has
been seen that the social media marketing tend to provide and support a better platform where
the people and customer can effectively voice their opinion and also come up with the suggestion
when they are unhappy. Thus, the making use of the social media tend to supports and provides
with a better platform on the basis of the which a business organisation can modify its offering
and product and services to effectively meet the desires and wants of the customers. Beside this,
it has been also seen and find out that the social media marketing and the perception of the
customers are together forms a vital part in improving and enhancing the overall customer
buying decision making process (Salem and Salem, 2021). It has been observed that the social
media marketing strategy that includes of the use of effective set of content and attractive design
tend to have a positive impact on the behaviour and attitude of the customer which also tend to
create and lead out a purchasing zeal within the customers that supports improved customer
perception and behaviour towards a brand. In context of the Morrisons, it has been seen and find
out that the Morrisons tend to have the make use of the Sticky content that is a vital marketing
term presenting and includes of the attractive content that engages customers at first glance and
then influences them not only to purchase products but also to share the content. Thus, an
analysis can be made that there is a direct association and link between social media marketing
and customer’s behaviour in as the use of the attractive set of content and multimedia advertising
tend to have and create a positive impact on the mind set and opinion of customer which also
carte higher purchasing zeal. Along with this, it has been also seen and find out that the Apart
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from this, it has been also seen and analysed that the making use of the social media marketing
tend to bring and lead to the higher listening and engagement with customers as it enhanced the
level of conversation bout the brand and also lead to higher comment and traffic on the website
that tend to have a positive impact on behaviour of customer and also crate higher purchasing
zeal. In context of Morrisons, an association between social media marketing and customer’s
behaviour is seen as the Morrisons is effectively making use of social media marketing that
comprises of advisement and multimedia promotion based on images and real and other set of
videos and interactive social media content that create a higher purchasing zeal and positive
customer behaviour (Zhao and et. al., 2021).
To recommend appropriate social media marketing strategies to Morrisons for satisfying
consumer behaviour
In accordance to Arasu, Seelan and Thamaraiselvan, (2020), the social media marketing
strategies is about of leveraging social media platforms which promote the brand & sell the
product and services. It is considered that by responding to customer queries on the social media
will improve customer sentiment along with the appearance of service quality in context to
Morrisons’s. the social media allows easy customer contact and engagement with brands which
offer social interaction, build brands and diversify contact through multiple channels. In
framework to Morrisons’s it is recommended to create strategy as each platform needs strategy
which is important in understanding what work best as to create talented content & generate
engagement (Ebrahim, 2020). The company can take use of chat bots which is digital tool that
communicate and resolve problems of customers without potential need. It is integrated with the
platforms that makes consumer feel comfortable in interacting through social media. In
Morrisons’s the social media is considered one of the most important form of marketing which is
recommended to allocate right budget in social media for having business success that helps in
satisfying the consumer behaviours by making deeper connections. To promote the brand of
Morrisons for satisfying consumer behaviour it is suggested to run campaigns which helps in
engage customers across all social media channels (Li, Larimo and Leonidou, 2021). The
emotional component can be adding to social media campaigns which audience can relate to
their cause that will help in enhancing the product & consumer behaviour.
According to Chloridiany, (2021), social media is crucial for the company success in social
media marketing strategy. The unique set of skills is required in social media in which brands is
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required to fully understand the need of their audience. It is seen that social media influences the
consumer satisfaction in stage of information search and alternative evaluation in framework to
Morrisons’s. It allows easy customer contact and engagement with brands. To satisfy consumer
behaviour in context to Morrisons’s there can be creation of personalized experience by creating
ads which redirect the audience to messenger window with chat bot (Soegoto and Utomo, 2019).
This helps in making customer experience more personal, boosting sales. In the changing social
media landscape it is essential for marketers to keep up-to-date of trends. Each social media
platform continues to optimize the presentation of content which enable marketers to get their
content in front of right user with right tactics. It is suggested to sue social media advertising in
case of Morrisons which helps in boosting effectiveness of social media marketing programs and
satisfy consumer behaviour (Wahid and Wadud, 2020). The managers of the organisation take
use of social media tracking pixels on brand websites as to build wide audience. Therefore, the
social media marketing strategies influence the behaviour of consumer as product is promoted on
the several platforms which leads to increases of traffic on websites and enhance the level of
conversation that impacts positively on the consumer behaviour.
Chapter 3: Research methodology
The research methodology is used by the researcher to collect, analyse and manage
information in appropriate manner that will benefit researcher in selection of data for the specific
topic of research (Bairagi and Munot, 2019). It is found an important part of research which
benefit in using reliable & appropriate methods for completing research as to enhance reliability
& variability. For the present research to conduct whole research in suitable manner following
methods & techniques is being discussed below-
Research philosophy- It is related with the assumptions, nature of study which has
dealing in specific way as to develop knowledge and process of research is grounded on
assumptions. The phenomena data is analyses which is used in research. It comprises of
interpretivism and positivism philosophy. In the interpretivism it puts emphasises on the
qualitative analysis for having the understanding of social world whereas positivism is based on
the researcher interest having quantitative analysis which adheres to opinion factual knowledge
gain by observation (Hafidz and Elihami, 2021). In the current research, researcher will use
positivism philosophy as this helps in collecting and analysing quantitative data in order to show
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trends & patterns in research. The reliability is also maintain which helps in accomplishing the
research aims & objectives in effective manner.
Research approach- The researcher use this strategy for testing the hypothesis of
information which is plan that consists of steps on broad assumptions with the detail of data
collection methods. Two types of approach is used by researcher such as inductive and deductive
approach. The formulation of hypothesis is not involved in inductive approach which starts with
the research question as to attain aims & objectives. Whereas deductive approach is formulated
on the basis of hypothesis which involves testing, theory, observation & confirmation. The
researcher for the current study will use deductive approach which allows them to conduct
research on quantitive manner. It provides ability of conducting research findings and data is
evaluated through numerical facts & figures related to research topic.
Research strategy- The main components of the research project are involved such as
research topic, design methods etc. Step-by-step action plan is described which helps in offering
direction to thoughts & processes of researcher (Mishra and Alok, 2022). In the research
methodology it involves several types of strategy such as case study, survey, interviews,
systematic literature review etc. In the present research, the researcher will select the survey
strategy that will help in collecting the data & information from large population. The research is
conducting for the wide range of information which is cost and time effective. The good
statistical significance is provided while calculating numerical information & data for the
research in effective manner.
Research choice- On the basis of Quantitative and Qualitative, researcher makes
methodological choices that is depended on research questions, formulation which is inform by
research pre selective. The quantitative data is taken in the form of numbers that becomes easy to
collect large sample data of participants. It is measure with numbers and statistical analysis. The
qualitative data is in form of descriptions which is grounded in subjective & interpretivist
perspective to have deep understanding of investigated situation. For the current research, the
researcher will select quantitative research choice which allows it to collect and analyse
numerical information for research (Pandey and Pandey, 2021). Within low cost and minimum
time the researcher can collect large sample size data.
Time horizon- It is defined as time period that researcher is required in order to complete
the whole research as to attain research aims and objectives. In the research methodology, there
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are mainly two kinds of time horizon which is cross-sectional and longitudinal time horizon. The
researcher for the current investigation selects cross-sectional time horizon which enables in
conduct whole research in minimum time. Up-to-date information can also be collected related to
research topic as to make reliable & valuable research.
Data collection & analysis- The data collection is about of collecting suitable data which
clearly explains the research purpose. Data collection is part of research method that involves
primary and secondary data collection. The primary data is which is collection for the first time
involving fresh information and comprising of Quantitative technique. In this information is
collected directly from respondents through asking questions (Press.Al-Ababneh, 2020). The
secondary data is that involves collection of data from past which already being collected
involving internal & external sources such as magazines, government, journals, etc. It allows
researcher to collect information from different published sources. The researcher has taken use
of both data collection methods as to collect reliable information related to research topic.
Data analysis is defined as technique which helps in measuring and evaluating the
collected information that is related to research topic. For the current researcher, the researcher
will select frequency distribution data analysis technique as to evaluate & measure the data
related to research topic. The data analysis technique will help in presenting the whole research
in well structure manner that can easily be understood by researcher. It also allows researcher to
use graphs & pie charts of frequency distribution which makes easy to conclude the nature of
data collected for the research. In this research researcher has taken use of questionnaire.
Sampling- This is defined as statistical analysis which allows researcher to acquire valid
outcome for the research. It relies on small group for data collection involving sampling units,
observations. The sample size is selected on the basis of population size. There are mainly two
kinds of sampling within research methodology and that are defined as probability and non-
probability sampling. Probability sampling is strategy of deriving sample that is selected from
the population based on probability sampling (Snyder, 2019). Non-probability sampling involves
the selection of individual on the basis of non random criteria which take use of preliminary
research. In the following research, the researcher will select probability sampling which allows
to select respondents randomly from large number of population. The researcher selects 80
respondents through random sampling as to collect accurate and up-to-date information regards
the research.
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Questionnaire
Q1) Are you aware with the concept of social media marketing?
a) Yes
b) No
c) Neutral
Q2) As per your opinion do you think, social media marketing is important for
organisation growth?
a) Yes
b) No
c) Neutral
Q3) According to your view point, does social media marketing plays important role in
enhancing organisations in retail sector productivity and profitability?
a) Yes
b) No
c) Neutral
Q4) As per your opinion, social media marketing help in enhancing overall productivity of
Morrisons?
a) Yes
b) No
c) Neutral
Q5) What is the impact of social media marketing over consumer behaviour in retail
sector?
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a) Building awareness
b) Influences consumer buying behaviour
c) Affects consumer decision making
Q6) According to you, what practices of social media marketing undertaken by the
Morrisons in retail sector?
a) Blogging
b) Facebook
c) Instagram
d) Twitter
e) Content sharing
Q7) According to your view point, what is association between social media marketing and
customer’s behavior in context of Morrisons?
a) Building product awareness
b) Acts as a force of buying decisions
c) Developing relationship
d) Managing communication network
Q8) What are the appropriate social media marketing strategies to Morrisons for
satisfying consumer behavior?
b) Chatbots
c) Brand advocates
c) Content marketing strategy
d) Influencer marketing
Q9) Provide some recommendation, Morrisons to implement social media strategies to
influence consumer behavior.
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Chapter 4: Data analysis and research findings
Analysis of collected facts
Use of following frequency table is made for systematic and clear analysis of
collected raw data:
Q1) Are you aware with the concept of social media marketing? Frequency
a) Yes 70
b) No 5
c) Neutral 5
Q2) As per your opinion do you think, social media marketing is
important for organisation growth?
Frequency
a) Yes 64
b) No 7
c) Neutral 9
Q3) According to your view point, does social media marketing plays
important role in enhancing organisations in retail sector productivity
and profitability?
Frequency
a) Yes 65
b) No 10
c) Neutral 5
Q4) As per your opinion, social media marketing help in enhancing
overall productivity of Morrisons?
Frequency
a) Yes 58
b) No 9
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c) Neutral 13
Q5) What is the impact of social media marketing over consumer
behaviour in retail sector?
Frequency
a) Building awareness 67
b) Influences consumer buying behaviour 9
c) Affects consumer decision making 4
Q6) According to you, what practices of social media marketing
undertaken by the Morrisons in retail sector?
Frequency
a) Blogging 32
b) Facebook 12
c) Instagram 18
d) Twitter 10
e) Content sharing 8
Q7) According to your view point, what is association between social
media marketing and customer’s behavior in context of Morrisons?
Frequency
a) Building product awareness 42
b) Acts as a force of buying decisions 23
c) Developing relationship 7
d) Managing communication network 5
Q8) What are the appropriate social media marketing strategies to
Morrisons for satisfying consumer behavior?
Frequency
b) Chatbots 18
c) Brand advocates 16
c) Content marketing strategy 17
d) Influencer marketing 9
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Q9) Provide some recommendation, Morrisons to implement social media
strategies to influence consumer behavior.
Interpretation of data
Theme 1 Concept of social media marketing
Q1) Are you aware with the concept of social media marketing? Frequency
a) Yes 70
b) No 5
c) Neutral 5
Interpretation
According to the graph it has been stated that 70 out of 80 respondents are aware with the
concept of social media marketing. According to these respondents viewpoint social media
marketing is inclusive of social media platforms like Instagram, Facebook, Twitter etc. that
organizations undertake in order to provide services and facilities to customers and influence
their purchasing behaviour. While on the other hand remaining 5 respondents out of 80 were not
aware with this concept and the remaining 5 were neutral.
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Theme 2 Social media marketing is important for organisation growth
Q2) As per your opinion do you think, social media marketing is
important for organisation growth?
Frequency
a) Yes 64
b) No 7
c) Neutral 9
Interpretation
According to the above graph it has been stated that 64 out of 80 respondents were agreed
with the fact that social media marketing is important for business growth. According to these
respondents viewpoint operate in today’s competitive business environment social media
marketing is an important factor which benefits organization to stay competitive. These
respondents also said that social media marketing is essential for organization growth as it allows
them to conduct cost effective marketing and provide them various benefits. While remaining 7
respondents out of 80 did not agree with this fact, as according to their viewpoint social media
marketing increases the overall budget of marketing for organization. At last remaining 9
respondents out of 80 were neutral as they did not have any form of understanding of the social
media marketing concept.
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Theme 3 Social media marketing plays important role in enhancing organisations in retail
sector productivity and profitability
Q3) According to your view point, does social media marketing plays
important role in enhancing organisations in retail sector productivity
and profitability?
Frequency
a) Yes 65
b) No 10
c) Neutral 5
Interpretation
According to the above graph it has been stated that 65 out of 80 respondents were agree
with the fact that social media marketing plays important role in enhancing organization in retail
sector productivity as well as profitability. According to these respondents viewpoint social
media platform allow companies in retail sector to conduct cost effective marketing. It further
helps in decreasing the overall advertisement and marketing budget of organization that they can
utilise on other activities this make them agree with the fact that social media is essential in
enhancing organization in retail sector profitability as well as productivity on the same hand. In
addition to this remaining 10 respondent did not agree with this fact as there for their viewpoint
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social media marketing makes organization to have constant monitoring which affects their time
and impact on their productivity. At last remaining 5 respondents out of 80 were neutral.
Theme 4 Social media marketing help in enhancing overall productivity of Morrisons
Q4) As per your opinion, social media marketing help in enhancing
overall productivity of Morrisons?
Frequency
a) Yes 58
b) No 9
c) Neutral 13
Interpretation
According to the above graph it has been stated that 58 out of 80 respondents were agree
with the fact that social media marketing helps in enhancing overall productivity of Morrisonss.
According to these respondent viewpoint social media marketing help company to generate
online traffic and allow them to stay available for customers effectively. It also provide them to
have better conversion rate which helps in increasing consumers brand loyalty. With the help of
social media marketing organization can improve their search engine ranking and can enhance
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brand awareness. These respondents also said that with the help of social media marketing
Morrisonss can influence large number of consumers which helps in enhancing their
productivity. While on the other hand remaining 9 respondent did not agree with the fact and
said that due to social media marketing Morrisonss needs to invest lot of time on social media
platforms which affect their productivity. At last remaining 13 respondents out of 80 were
neutral.
Theme 5 Impact of social media marketing over consumer behaviour in retail sector
Q5) What is the impact of social media marketing over consumer
behaviour in retail sector?
Frequency
a) Building awareness 67
b) Influences consumer buying behaviour 9
c) Affects consumer decision making 4
Interpretation
According to the above graph 67 out of 80 respondents said that social media marketing
impact on consumer behaviour in retail sector in terms of building awareness. According to these
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respondents viewpoint with the help of social media marketing organization can influence
consumer behaviour. While remaining 9 respondents were in the favour influencing consumer
buying behaviour. Other 4 respondents out of 80 said that social media marketing impact on
consumer behaviour in retail sector in terms of affecting their decision making.
Theme 6: Practices of social media marketing undertaken by the Morrisons in retail sector
Q6) According to you, what practices of social media marketing
undertaken by the Morrisons in retail sector?
Frequency
a) Blogging 32
b) Facebook 12
c) Instagram 18
d) Twitter 10
e) Content sharing 8
Interpretation
From the above graph 32 out of 80 respondents at that blogging is a social media
practices that Morrisons is being taken in retail sector. While remaining 12 respondents were in
the favour of Facebook. Another 18 respondents out of 80 were in the favour of Instagram and
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remaining 10 respondents said that company is taking use of Twitter as a social media practice.
at last 8 respondents out of 80 were in the favour of content sharing.
Theme 7: Association between social media marketing and customer’s behavior in context
of Morrisons
Q7) According to your view point, what is association between social
media marketing and customer’s behavior in context of Morrisons?
Frequency
a) Building product awareness 42
b) Acts as a force of buying decisions 23
c) Developing relationship 7
d) Managing communication network 5
Interpretation
From the above graph it has been evaluated at 42 out of 80 respondents said that building
product awareness is an association between social media marketing and consumer buying
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behaviour in context of Morrisons. While remaining 23 respondents were in the favour of acting
as a force of buying decision. Other 7 respondents said that developing relationship is the
association between consumer behaviour in social media marketing. While remaining 5
respondents were in the favour of managing communication network.
Theme 8: Appropriate social media marketing strategies to Morrisons for satisfying
consumer behavior
Q8) What are the appropriate social media marketing strategies to
Morrisons for satisfying consumer behavior?
Frequency
a) Chatbots 18
b) Brand advocates 16
c) Content marketing strategy 17
d) Influencer marketing 9
Interpretation
According to the above graph it has been stated that 18 out of 80 respondents said that with the
help of chart both social media marketing strategy Morrisons context consumer behaviour. While
remaining 16 respondents were in the favour of brand advocates. Other 7 respondents said that
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content marketing is an effective way through which Morrisons can satisfy consumer behaviour.
Other 9 respondents said that influencer marketing is one of the most effective form of social
media marketing strategy that will benefit Morrisons to satisfy consumer behaviour. According
to these respondents viewpoint in today’s business world social media marketing strategy
influencer marketing is gaining lot of recognition and importance through which company can
promote themselves among wider base of youngsters. This will benefit organization to stay
competitive and enhance their growth in effective manner.
Chapter 5: Conclusion and recommendation
Conclusion
According to the above research it has been concluded that in today’s business world social
media is playing important role which allows organizations to have various benefits such as
increase in profit productivity, performance and influence consumer perception towards
company services effectively. In order to be competitive in today’s modern business
environment it is essential for business organization to analyse current trends in the industry.
Social media market is significantly growing as in one of the most important platform which
allow organisations to conduct cost effective market while providing them an advantage to
influence customers perception at a great extent. With the help of taking advantage of social
media marketing organizations can significantly conduct their business in cost effective manner
and can assure higher growth and profitability in industry. With the help of this organization can
also generate profitability effectively and can influence customers in effective manner. There are
different types of social media platforms such as Instagram, Facebook, Twitter which benefits
companies to grab attention of maximum best of customers in cost effective manner. Present
research analysed that it is essential to have a proper understanding about the concept of social
media marketing as it is becoming one of the most powerful platforms around the globe which
allows companies to undertake use of wide base of consumers network and encourage them
towards company services and products. This also encourages consumers to make changes in
their buying behaviour effectively. There is a significant relationship between social media
marketing and consumer behaviour. In this with the help of taking advantage of various
strategies mentioned in the research such as SEO, influencer marketing, content sharing
organization can make changes in the perception of customers and can influence their purchasing
behaviour effectively. It is essential for organizations in retail sector to undertake use of effective
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social media marketing strategy in order to influence consumers behaviour. With the help of
social media marketing organization on various level can maximise consumers satisfaction and
can influence they are buying behaviour, with the help of appropriate research methodology tools
and techniques. It has been stated that in todays time period to increase overall competitiveness
in satisfaction of customers organization needs to understand the importance of social media
marketing, as it is having an effective capability that will significantly benefit organization to
influence consumer behaviour and further benefit companies to conduct marketing in cost
effective manner and further assure higher growth and profitability in industry
Recommendation
Morrisonss is operating its roles and responsibility in the retail sector in which there are
number of organization who undertake advantage of various forms of strategies such as social
media marketing, digital advertising etc. In addition to this it has been analyse that in the retail
sector there is significantly high competition which makes organization to invest more on the
strategies to influence consumers in order to overcome the competitive rivalry in the industry. It
is essential for Morrisonss to make investment in their social media marketing tools and
techniques in order to enhance the effectiveness of their social media marketing efforts. This will
help them to enhance the productivity and performance and further allow them to generate
attention of larger base of audience towards the company services and products. In context to this
there are some certain recommended strategies through which Morrisonss can enhance social
media marketing efforts at effective rate.
 Morrisonss is recommended to undertake advantage of social media analytics in order to
significantly enhance the outcome of their advertising platform like Twitter, Facebook
Instagram. With the help of this company can have a built in analytics through which
they can monitor their followers and can undertake use of tools to promote the business
account. In addition to this Morrisons is also recommended to compile data of audience
member engagement location, ages and their purchasing efforts. This will significantly
help organization together this information to develop better consumer relationship
management. In this company can use advantage of consumer relationship management
software in order to store as well as sort these data and further put them into action. This
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will benefit company to influence attention of larger best of audience while filling any
gaps in the current strategy.
 Morrisons is recommended to undertake use of right social media platform. In this
company needs to invest more on research and development in order to analyse the
effective social media channel through which they can gain more target audience interest
time period. Platforms like Instagram lives, Facebook lives, and Tik Tok are acting as a
leading platform through which company can increase the brand awareness and can
generate leads. With the help of investing on platforms like influencer marketing
company can make expansion of their network and can use professional platform
LinkedIn and Twitter effectively to appeal younger demographics.
 In order to stay competitive in this modern business environment it is essential for
Morrisons to undertake use of social media marketing tool. With the help of this
company can take advantage of power for marketing functionalities like analysing
performance, scheduling post, capturing lead opportunities and engaging with clients in
more effective manner. Success on social media is a matter of posting compelling,
engaging content consistently. Not only will this help make Morrisonss look dependable,
but it also shows that company have timely knowledge to share and that company care to
be in conversation with audience. Social media platforms change Morrisonss algorithms
over time, but the rule of posting regularly holds true. This practice helps Morrisonss
content show up in newsfeeds. By focusing on consistent, relevant content Morrisonss
show the algorithms that their posts are worthy of showing up in various newsfeeds and
ultimately. This will attract followers to company’s page.
 With the help of taking advantage of social media marketing tool Morrisons can
streamline their posting capability and can make their social media marketing effortless
which will allow them to generate better productive rate. In addition to this Morrisons is
also recommended to undertake use of managing campaigns and accommodate the last
minute change with the help of proper scheduling. This will help them to conduct
marketing in a smooth experience through which they can gain more growth and
profitability.
 To overcome competitive rivalry from other rivals in the industry it is recommended to
Morrisonss to leverage used generated content. This is one of the most powerful way
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through which company can promote their services and products. With the help of this
company can target audience and can have honest feedback directly from them instead
for having other sources. With the help of this organization can utilise this as a social
proof through which they can position themselves in the market as a trustworthy
organization. Furthermore, it has been analyse that drew generated visuals are more
trusted as compared to any other form of content. In this company with the help of taking
advantage of this can easily influence consumer buying behaviour with the help of
sharing consumer stories effectively. This will significantly allow organization to
undertake use of creating the hashtag and can repost these consumer stories on their
official Instagram and other account. With the help of this organization can influence
attention of maximum number of customers in a well-defined and effective manner
through which company can also increases productivity as well as competitive edge in
the industry.
 In this modern business environment social media marketing is one of the most important
tool and technique which allow organisations in different sectors different size and scale
to influence consumers behaviour. It is essential for organization to stay connected with
customers in which they need to invest lot of time on providing them efficient services
and techniques. This requires company to build a social friendly image in contacts to
Morrisons company needs to undertake use of various strategies to influence consumer
behaviour. The company is also recommended to undertake advantage of building brand
awareness with the help of continuously communicating the audience with the companies
vision. The company is also required to create reward programs in order to motivate the
target audience which also help organization to increase consumer engagement.
Morrisons is significantly recommended to undertake advantage of different social media
marketing campaigns, with the help of creating innovative way to engage with audience.
In this company is recommended to undertake use of surprised rewards competition, cash
back as an effective marketing communication channel to engage with customers. This
will allow organization to encourage customers effectively and assure higher growth and
profitability in the industry. With the help of this customers can also share the reviews
through which organization can influence their buying behaviour in an effective manner.
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Chapter 6: Reflection
Present research has been conducted on the impact of social media marketing on Morrisons
consumer behaviour. Social media is inclusive of visual content, promotion, discount and
influencer which is having significant ability to influence the buying behaviour of consumers.
With the help of social media marketing organization can influence consumer behaviour in
effective manner. In order to conduct this research there are some certain positive and negative
experience that has been faced by me, as this researches conducted on retail sector on Morrisons
I need to effectively conduct in depth analysis in order to acquire appropriate data and
information to accomplish research objectives effectively. During this research I have faced
challenges such as time management and accumulation of data. However in this with the help of
taking use of my time management skill conducted this research in appropriate time frame. In
addition to this to fulfil this research aim I have conducted in depth analysis of respondents
viewpoint. However in this I face challenges such as lack of interest of respondents which
affected me to accumulate appropriate data. However in this to overcome this challenge I have
undertaken the use of my strong communication ability which helps me to gather data in time
effective manner. This research process developed my various skills and knowledge on the
concept and importance of social media marketing. With the help of this research I have
developed my time management, communication, critical thinking, data analysis and collection
skill which will further benefit me in future. With the help of this research I can use my
experiences that has been experienced by me to conduct future research in more effective
manner.
In addition to this with the help of proper implementation of selected research methodology
tools and techniques help me to complete this research with proper transparency and ethical
manner. With the help of conducting this research in systematic manner I accomplished this
research in effective way which helps me to accomplish the research in appropriate way. Due to
this research I develop my personal as well as professional capabilities and enhanced my current
level of knowledge and skill on the concept of social media marketing and its importance on
consumer buying behaviour. With the help of the experiences that have undergone by me during
this research, I can conduct future research on the same topic in a more effective manner by
utilising this experience in an effective manner.
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Appendix
Q1) Are you aware with the concept of social media marketing? Frequency
a) Yes 70
b) No 5
c) Neutral 5
Q2) As per your opinion do you think, social media marketing is
important for organisation growth?
Frequency
a) Yes 64
b) No 7
c) Neutral 9
Q3) According to your view point, does social media marketing plays
important role in enhancing organisations in retail sector productivity
and profitability?
Frequency
a) Yes 65
b) No 10
c) Neutral 5
Q4) As per your opinion, social media marketing help in enhancing
overall productivity of Morrisons?
Frequency
a) Yes 58
b) No 9
c) Neutral 13
Q5) What is the impact of social media marketing over consumer
behaviour in retail sector?
Frequency
a) Building awareness 67
b) Influences consumer buying behaviour 9
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c) Affects consumer decision making 4
Q6) According to you, what practices of social media marketing
undertaken by the Morrisons in retail sector?
Frequency
a) Blogging 32
b) Facebook 12
c) Instagram 18
d) Twitter 10
e) Content sharing 8
Q7) According to your view point, what is association between social
media marketing and customer’s behavior in context of Morrisons?
Frequency
a) Building product awareness 42
b) Acts as a force of buying decisions 23
c) Developing relationship 7
d) Managing communication network 5
Q8) What are the appropriate social media marketing strategies to
Morrisons for satisfying consumer behavior?
Frequency
b) Chatbots 18
c) Brand advocates 16
c) Content marketing strategy 17
d) Influencer marketing 9
Q9) Provide some recommendation, Morrisons to implement social media
strategies to influence consumer behavior.
32