The Impact of Facebook on Customer Behavior: A Research Study

This research project investigates the influence of Facebook on customer behavior and purchase decisions. Through a qualitative and quantitative research methodology, the study analyzes data collected from a survey of 100 respondents. The findings reveal a significant impact of Facebook on customer experience, shopping desire, and information seeking behavior. The study also explores the role of social media in bridging the gap between customers and online marketing, as well as the influence of customer reviews on purchase intentions. The research concludes that Facebook plays a crucial role in shaping consumer behavior and provides recommendations for businesses to leverage the platform effectively.

UNIT 11 RESEARCH PROJECT
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Contents
Executive summary....................................................................................................................3
Introduction................................................................................................................................4
Methodology..............................................................................................................................5
Questionnaire and analysis.........................................................................................................6
Results and findings...................................................................................................................8
Discussion................................................................................................................................16
Conclusion................................................................................................................................17
Recommendations....................................................................................................................18
References................................................................................................................................19
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Executive summary
The main purpose of this research is to understand the impact of Facebook on the customer
behavior. The profit and productivity of the organisation are increasing with the use of social
media As per the review and opinion of the respondents it is clear that the social media is
playing a tremendous role in satisfying the needs and demand of customers. The organisation
can develop an online application for communicating with a large number of customers. For
fulfilling the customer needs, the organisation needs to consistently upload information and
data on their official sites.
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Introduction
The aim of this assignment is to develop a research study on the impact of Facebook on
customer behavior. This will assist in enhancing the knowledge and research skills and
develop a deep understanding of the selected topic. The topic of this report is customer
behavior influence on Facebook on the consumer. This research project will assist in gaining
information regarding the impact of Facebook on customer behavior and purchase. Most of
the target audience will be customers so that effective information will be collected. The
recommendation and conclusion will be designed as the outcome and review of the customer.
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Methodology
The research methodology is defined as the set of tools and technique used for making an
effective conclusion and recommendation (Taylor, et. al. 2015). With the help of research
methodology, the researcher will be able to collect data and information for the success of the
project.
Research methods
Qualitative research method- In this method, the information is mainly investigated with
the help of computational or mathematical technique (Mackey and Gass, 2015). Techniques
used in the qualitative research method are polls, questionnaire, survey and many more.
Quantitative research method- The sample size of the quantitative research method is
typically small and respondents are selected to fulfill the research. Group discussion,
individual interviews are the main technique used in quantitative research.
Sampling- It is a procedure of choosing units from a population of interest so by learning the
sample the researcher will get a fair result from the population. For attaining the aims and
objective of the research, 100 of the respondents are selected (Flick, 2015). Random
sampling will be used where the data will be collected randomly i.e. without any
discrimination.
Data collection- Data collection is an important to step in which the data are collected from
different source. Following are the methods used for the collection of data:
Primary sources- The primary sources include a questionnaire, survey and other methods
where the data are collected collection the reviews and opinion related to the stated topic
(Ledford and Gast, 2018).
Secondary sources- The secondary information is collected through article, journal, books,
blogs, and others.
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Questionnaire and analysis
The questionnaire is prepared for analysing the demand and desire of customers regarding the
use of Facebook. The main aim of developing a questionnaire is to gain the knowledge and
experience of customers. The questionnaire is mainly prepared for 10 questions which will be
distributed among 100 of the selected respondents. The review and information of the
respondents will be collected by the researcher in order to gain an effective outcome.
Name:
Age:
Gender:
Question 1: Has the social media enhances the customer experience in an active way?
 Yes
 No
Question 2: Do you think that Facebook has increased the desire of people regarding
shopping?
 Yes
 No
Question 3: Do you think that Facebook filled the space between customers and online
marketing?
 Yes
 No
Question 4: According to your experience, has the review of previous customers helps in
improving the online marketing of customers?
 Yes
 No
Question 5: Do you think with the help of Facebook sites, the customers are able to seek out
products information initiative in an active way?
 Yes
 No
Question 6: Do Facebook sites triggers the customer to purchase goods?
 Yes
 No
Question 7: Do you find ads on mass media are still eye-catching?
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 Yes
 No
Question 8: Do you agree that searching for information is easier on Facebook?
 Yes
 No
Question 9: Do you search for related evidence on Facebook before purchasing?
 Yes
 No
Question 10: Do you think that social media page on the brand affects your vision?
 Yes
 No
Question 11: Any suggestions?
…………………………………………………………………………………………….
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Results and findings
Question 1: Has the social media enhances the customer experience in an active way?
Yes 80
No 20
80%
20%
Response
Yes No
Analysis- The above graph is depicting the role of social media such as Facebook in
enhancing the customer experience. 80 of the respondents believe that social media is one of
the important parts of the current time period. Most of the customers are using online sites for
getting knowledge and idea regarding purchasing or others. With help of social media, the
customers are getting experienced regarding shopping or other factors. On the other hand, 20
of the customers are giving their negative review because they think that customers are not
getting effective experiencing product and services.
Question 2: Do you think that Facebook has increased the desire of people regarding
shopping?
Yes 90
No 10
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90%
10%
Response
Yes No
Analysis- Many of the customers are using social media as a source for online shopping. The
above graph shows that the desire and demand level of products and services are increasing
day by day as this is due to the evolvement of social media. 90 of the customers are
responding to the above question in a positive way whereas 10 of the customers are opposing
the stated question. In the current time period, a large number of customers is using online
sites for their shopping purpose. Various brands are using Facebook as a field for advertising
their product.
Question 3: Do you think that Facebook filled the space between customers and online
marketing?
Yes 75
No 25
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75%
25%
Response
Yes No
Analysis- Many of the customers are not familiar with the online marketing as the social
media such as Facebook helps in resolving the gap between customers and online marketing.
Many of the customers are using social media which helps in knowing the advantage of
online shopping. 75 of the customers says that social media helps in resolving the issue
between customers and social media whereas 25 of the customers are opposing the statement.
Question 4: According to your experience, has the previous review of customers helps in
improving the online marketing of customers?
Yes 60
No 40
60%
40%
Response
Yes No
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Analysis- There are various social sites which are used by the customers all over the world. It
can be seen that the customers can easily post their positive and negative review regarding
the online product. It can be seen that the negative feedback of the respondents simply
demotivates the customers for buying the product. 60 of the respondents say that they get
satisfied with the online comments and blogs of the customers where 40 of them are not.
Question 5: Do you think with the help of Facebook sites, the customers are able to seek
out products information initiative in an active way?
Yes 70
No 30
70%
30%
Response
Yes No
Analysis- 70 of the customers thinks that Facebook helps in providing effective information
regarding shopping and others. It can be seen that many of the brands are using their online
pages for connecting the customers. They also use to provide effective and efficient
information as per the demand and desire of customers. 30 of the respondents are opposing
the information provided on the social sites such as Facebook. This is because they do not get
effective information on Facebook related to their product. Mainly it can be seen that
Facebook provide the basic information of the product which can affect the marketing
experience of the consumer.
Question 6: Do Facebook sites triggers the customer to purchase goods?
Yes 80
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No 20
80%
20%
Response
Yes No
Analysis- 80 of the customers thinks that Facebook helps in triggering customers to buy the
product. Many of the shopping brands used to post their new and attractive clothes on their
Facebook sites and others. A large number of customers gets excited by seeing new and
attractive images on social sites. This helps in initiating the customers towards the product.
On the other hand, 20 of the customers are opposing the statement.
Question 7: Do you find ads on mass media are still eye-catching?
Yes 95
No 5
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95%
5%
Response
Yes No
Analysis- 95 of customers believes that the advertisement of social sites helps in attracting a
large number of customers. This is because large numbers of customers are using social sites
rather than television, radios on daily basis. In the current era, online advertisement is one of
the effective markets which helps in attracting a large number of customers. Most of the
shopping sites are using social media for improving the customer experience effectively and
efficiently. Remaining of the respondents says that they are not attracted towards the online
advertisement.
Question 8: Do you agree that searching for information is easier on Facebook?
Yes 40
No 60
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40%
60%
Response
Yes No
Analysis- In the above graph, it is clear that 60 of the customers are opposing the statement
as this is because Facebook can only provide the information which the organisation wants to
share with the customers. It can be seen that Facebook can only search for the basic
information of the product which can sometimes confuse the customers about the product.
Remaining of the customers thinks that Facebook helps in searching information regarding
shopping. 40 of the customers use social sites rather than Facebook.
Question 9: Do you search for related evidence on Facebook before purchasing?
Yes 60
No 40
60%
40%
Response
Yes No
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Analysis- 60 of the customers uses social media such as Facebook and others for searching
information and data before their shopping. This helps in getting more knowledge about their
selected product and services. 40 of the respondents do not use social sites for getting
information about their product and services. Remaining of the customer use other social sites
because they do not get enough information on Facebook related to their product.
Question 10: Do you think that social media page on the brand affect your vision?
Yes 80
No 20
80%
20%
Response
Yes No
Analysis- The above graph shows that 80 of the customers are affected by the social media
page related to their product in a positive way. This is because many of the brands used to
show their attractive and beautiful products which help the customers in choosing a product.
Various brands such as Zara, Marks, and Spencer use social media as Facebook or others as a
source for connecting with a large number of customers. They only make attractive pages and
links so that customers will eagerly try to know the product. Without uploading the effective
information about the product they only upload its image so the customers will attract.
Through this, the customers can easily be able to ask their query related to the product. 20 of
the customers are not happy with the social media pages.
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Discussion
Social media is playing a tremendous role in enhancing the consumer purchase in an effective
and efficient way. In the above section, it is clear that most of the customers are using
Facebook and other sites for their shopping purpose. With the increase in online marketing,
the customers can get the product as per their needs and desire. There are various ways which
show that Facebook has driven the customer experience in an active way. Social sharing of
products is an important activity which helps in discovering what is to be bought.
Anonymous comments posted by the customers do not significantly affect the purchase
intention of customers. It can be seen that most of the online reviews and feedbacks are
trusted by the customers that affect their shopping purpose. Mainly, it can be seen that
customers actually take notice of the experiences shared by the folks.
The social media also helps in enhancing the customer experience in order to collect more
ideas and knowledge about the product. The online marketing rate of customers is increasing
day by day as this is due to the evolvement of social media such as Facebook and others. It
can be analysed that most of the customers are not familiar with the online marketing which
is only be fulfilled by the Facebook. It can be seen that the previous reviews of customers can
either hinder or foster the desire of current customers. The data and information shared on
Facebook help in triggering the consumer to purchase the product. Many of the customers
firstly visit the online sites such as Facebook and others for shopping purpose.
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Conclusion
The above discussion concludes that social media sites such as Facebook and others play an
effective role in affecting the consumer behavior. The discussion made in the above section
helps in knowing the opinion and reviews of the customer. For the data collection process,
qualitative and quantitative method has been used by the researcher. This will assist in
gathering data from online and offline media as well. The above results showed a curvilinear
relationship between the customers and social sites. It has been analysed that a large number
of customers are satisfied with the use of Facebook. The mass media is evolving rapidly as
this is because large numbers of customers are using online sites for their shopping purpose.
They mainly use social sites before buying any of the products. The customers are taking
more interest towards the online marketing as because it will not be responsible in affecting
time and effort as well.
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Recommendations
As per the above findings and results, the following are the recommendations which can be
used by the researcher for improving the outcome and research as well:
 The researcher can also communicate with the professional experts and investigator as
this will assist in knowing the current trends and strategies for the completion of the
research project effectively and efficiently.
 The researcher can also conduct a survey within the various areas such as
organisation, college campus, societies and many more. This will be helpful in getting
more information regarding the stated topic.
 The researcher also can praise the working of their peer so that they will get
motivated effectively. Through this, the subordinate will improve their work for
attaining the stated aims and objective of the research.
 Reward facility needs to be provided to the respondents so that they will give their
effective feedbacks and review the stated theme.
 The researcher can also organise online survey which will be helpful in collecting
data and information from all over the world.
 The researcher also needs to hear the opinion and query of the customers in a very
calm way.
 They can also collect the data from the article, literature and others for enhancing the
accuracy of the project.
 The number of respondents taken in this research is 100 which can confuse the
researcher while taking a decision. They can take less and effective number of
customers so that proper outcome will be made.
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References
 Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a
research project. Sage.
 Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications
in special education and behavioral sciences. Routledge.
 Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and
design. Routledge.
 Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.
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