Social Media's Impact on Consumer Behaviour

This assignment delves into the significant influence of social media on consumer behavior. It examines how consumers utilize social media platforms to gather information, form opinions, and ultimately make purchase decisions. The analysis covers various aspects such as social proof, influencer marketing, online reviews, and the impact of peer-to-peer communication. Furthermore, it highlights the ethical considerations and potential biases associated with social media's role in shaping consumer choices.

Research Project

Table of Contents
CHAPTER 1 – INTRODUCTION..................................................................................................4
1.1 Overview...............................................................................................................................4
1.2 Research aims and objectives................................................................................................4
1.3 Literature Review..................................................................................................................4
1.4 Significance of potential research.........................................................................................4
1.5 Structure of the project..........................................................................................................5
CHAPTER 2 – LITERATURE REVIEW.......................................................................................6
2.1 Introduction...........................................................................................................................6
2.2 To understand the impact of social media.............................................................................6
2.3 To do proper research to analyse the needs and wants of the consumers.............................6
2.4 To ascertain the need of social media in the business entity.................................................7
CHAPTER 3 – METHODOLOGY.................................................................................................9
3.1 Methodology, methods and techniques.................................................................................9
Research design...........................................................................................................................9
Research Philosophy...................................................................................................................9
3.2 Sampling...............................................................................................................................9
3.3 Data collection....................................................................................................................10
3.4 Ethical consideration...........................................................................................................11
CHAPTER 4 – DATA COLLECTION AND ANALYSIS...........................................................12
4.1 Data Collection....................................................................................................................12
4.2 Data analysis and Discussion..............................................................................................13
CHAPTER 5 – CONCLUSION AND RECOMMENDATION...................................................16
5.1 Conclusion...........................................................................................................................16
5.2 Recommendation for the research.......................................................................................16
5.3 Areas for study....................................................................................................................16
REFERENCES..............................................................................................................................18
Online........................................................................................................................................19

CHAPTER 1 – INTRODUCTION
1.1 Overview
Social media is necessary for every company to sell the products in the market to their
consumers. By using the social media, employees has the ability to make people act in a
particular ways that provides the positive response to the positive owners. Social media become
an important communication tool which helps in connecting the different people with the
company and by that they can increase their sales and generate maximum revenue (Minazzi,
2015). The most popular sites which are included in the social media that is Facebook, Twitter
etc., company can upload the photos of different products which they want to sell to the services
users.
Research Aim:
To assess or analyse the social media which affect the consumer choice.
Research Objectives:
 To understand the impact of social media.
 To do proper research to analyse the needs and wants of the consumers.
 To ascertain the need of social media of the company.
Research questions:
Q1. What is social media and its uses?
Q2. What are relation among clients as well as social media?
Q3. What are affect of Social media upon customers?
1.2 Factors that contributes in the process of research project selection
There are many components that will help or put their commitment during the time spent
research extend choice. As we are doing the exploration on the clients decision's effect by the
online networking at that point following are couple of criteria with which the association can
get help in doing viable research.
Interest in research topic: At introduce period the clients are particularly enjoyed benefited items
and administrations online premise. So online networking assumes a critical part for an
association. The determination of this point is because of the client's and opens advantage is in
web-based social networking is high.

Marketing factors-The advertising is the perspective which will help the association to draw in
the clients towards the items and the administrations. What is the present product offering has the
effect of the business? The most imperative things in promoting is to pass on the message that
identifies with the products and the administrations of the association and the examination will
get assist on the grounds that the message passed on to the general population is successfully
profited by the general population assume a key part in social event the data (Eilks and Markic.,
2011).
Monetary elements: Financial factor is a standout amongst the most imperative factor that
assistance the analyst to choose the venture in a proper way. Without the guide of back it turn out
to be exceptionally hard to do the examination and won't help in the choice of the exploration
theme.
Experiences: Most of the market is enjoyed profiting their items and administrations. Increasing
progressively and viable data can be feasible for the exploration contemplate. Past years
encounters it can be broke down that online networking and clients are having an extremely solid
connection in advertise.
Benefits: Choosing this particular subject is helping in accomplishing benefits for get-together
important data. Alongside this point helped in understanding what really clients need and what
more advantages are required by them in items, administrations and new advances.
Administrative components: The administration has the expert to acknowledge and dismiss the
recommendation that any of the division. The chose ventures end determination is to be finished
by the managerial.
Personnel factors-This is the factor where the abilities and the competency impact and contribute
in the determination of the examination subject.
1.3 Literature Review
In this report, according to the different writers having different views and that has to be
discussed. It is important as well as essential for each and every company so that they can do the
proper promotion of the different products and services which they have to sell the consumer and
by that they can attain the maximum advantages (Bryman, 2015). Along with this they can use
social media which helps in accomplishing the targets.
As indicated by Cross and et.al., 2010 web-based social networking has turned into an
exceptionally indispensable parts in the life of the general population. There are number of

online networking like Twitter, Facebook, Instagram and LinkedIn where general society
dependably is by all accounts dynamic. This has impact the association and now a days they are
doing showcasing exercises on these media. It likewise encourages the association to cooperate
with the overall population of the general public.
As per Hughes, Gillespie and Kail 2010, the correspondence that is occurring between
the association and the buyers impact the basic leadership and in addition the procedure of their
decisions. Psychological behavioural and full of feeling disposition of the customers get
influenced by the socialization hypothesis of correspondence.
Positive effect: The purchasing states of mind of the customers are all the more viably
affected in online stages contrasted with the conventional limited time act by the association.
Here the basic leadership is fittingly gives a positive input way. As per Hanauer and et.al., 2012
the buyers are in exceptionally visit way are utilizing the online networking as to look through
the informations identified with the items and the administrations of various associations.
Negative effect – As declared by Mihalić and Arbanas 2013, Social media influences the
steadfastness, goodwill and offers of the association and as its outcome the purchasing conduct
of the customers changes as indicated by the market patterns and the way association is making
the mindfulness about the products and the administrations on these media. There are number of
the organizations who are advancing their items and the administrations via web-based
networking media which influence the buyer as they get befuddled by the expansive scopes of
accessibility of same sort of things in many destinations.
As indicated by Palmer and et. al 2011, if an association advance its merchnadise and
administrations through online networking at that point there are chances where firm can have
the capacity to support in showcase in more powerful and proper way. This will impact clients
and will get pulled in towards an organization.
In spite of this Lok 2010, states that clients many time confronts issues in utilizing web-
based social networking henceforth they will oppose its utilization and won't favour this to profit
merchandise and organization from on the web or different locales. Clients need subjective
products, many trusts that online networking does not present the real things and elements of any
products. Subsequently they use to decline utilizing merchandise.
1.4 Significance of potential research
Title: Social media affect consumer loyalty

Research Aim:
To assess or analyse the social media which affect the consumer choice.
Research Objectives:
 To understand the impact of social media.
 To do proper research to analyse the needs and wants of the consumers.
 To ascertain the need of social media of the company.
Research questions:
Q1. What is social media and its uses?
Q2. What are relation among clients as well as social media?
Q3. What are affect of Social media upon customers?
This report is based on the impact of the social media which having a adverse effect on
the consumer choices. Social media can be by any type of firm whether it is small or large in
nature and this will helps the company in promoting the products as it assist in increasing the
sales by using the process oriented approach. The employees of the business entity have to use
the proper documentation and have to adopt the appropriate methods as well as technologies.
Social media helps in sharing the information about the merchandise. This report is to be made
for doing the investigation of the affect of the choice of consumers.
Research methods:-
Research design: There are different research plan strategies which are utilized by
analysts with the goal that they can do a compelling examination. There are distinctive plans like
descriptive, experimental, review and so on.,
Research approach-Inductive and deductive methodologies are there that is utilized by
specialists one is utilized with accepts and standard hypotheses though others are utilized by
testing the importance of informations.
Research philosophy: There are essentially two methods of insight interpretivism and
positivism. Interpretivism is about recognitions and understandings. Though positivism is a
logical approach where quantitative examination is done.
Data collection: It is the strategy through which data and information can be gathered.
There are two principle sources primary and secondary.

Sampling is a techniques which is utilized to gather information in most suitable way.
There are random, stratified as well as systematic sampling these are extremely useful in
gathering data. In this research, data analysis needs to be done by taking 10 sample size.
Data analysis: This is an approach through which specialists can have the capacity to
examine the data and information in right and important way. Subjective and quantitative
strategies are there. In subjective strategy incorporates topical investigation while in quantitative
approach information and data are assembled with measurable and scientific manner.
Questionnaire inquire about philosophy has been utilized so important data can be
accumulated alongside that topical examination is done so precise data and hotspots for
compelling exploration is been finished.
Contribution of research: As to do the exploration part of things are required like time
and cash. Time is especially required to do the exploration think about as meeting with clients
for social occasion data took a great deal of time. Alongside that cash has likewise get
contributed, many individuals' view and feelings are risen in playing out this examination
ponder.
1.5 Structure of the project
This assignment includes the different chapters which helps in possessing the report in a
effective and efficient manner. The main chapters which are included in this:
Chapter 1- Introduction: In this discussion based on the overview of the subject or topic.
It helps in providing the proper and appropriate phenomena which helps in utilising the research.
Moreover, discussion based on the research aims and objectives (Gabriel and Lang, 2015).
Chapter 2- Literature review: It is the important along with the necessary section of the
report. It includes the different views of the authors. It is just a kind of the secondary research
which helps in maintaining a quality to provide the best products to their consumers.
Chapter 3- Research methodology: This chapter reflects the different tools and techniques
which can be used by the researcher so that they can conduct the proper research and also by
using the depth knowledge.
Chapter 4- Analysis and findings: In this part of the report, it reflect or analyse the data
which is collected by the researcher by using the primary and secondary source. This will helps
in gathering the information so that they can reap the objectives (Goldsmith, 2016).

Chapter 5- Conclusion and recommendations: It is the last section of the report and it
involves the distinctive results of presentation. Moreover, recommendations helps in resolving
the issues.
It is a graphical portrayal of which demonstrate a detail way what all exercises are to be
done and time and days required for achieving and finishing the exercises. It is extremely
fundamental for an organization to design out time and process for extend consummation.

CHAPTER 2 – LITERATURE REVIEW
2.1 Introduction
This is the another chapter of this report that is literature review. It is a very important
part of the report and it includes the different opinions of the distinctive authors. The matter
which is to be research by the investigator should be present in a secondary source of the
information along with the data. The main motive of this critical review is to analyse the issues
or the impact of the social media on the choices of the consumer (Horner and Swarbrooke,
2016). It helps in providing the theoretical base of the research with the different phenomena. In
this, each and every company have to implement the strategies so that they can not face any
issues in promoting as well as selling the products and services along with the attaining the
success in the marketplace.
2.2 To understand the impact of social media
Social media is to be used by each and every business entity and the relationship between
brans as well as consumers has to be changed by the impact of social media. According to Gass
and Seiter, (2015), it has been analysed that by using the social media, business entity can create
the different strategies which helps in analysing the analytics so that they can understand the
demand of the target consumers which helps in finding out the likes and dislikes. There are
different benefits which can be attain by social media so that they can promote the brand. The
growth of social signals which helps in search engine optimisation so that they can be boost to a
large extent by the social signals. As per the views of Rosenbaum-Elliott and et.al., (2015), it has
been depicted that social media helps in promoting the brand of the business entity as well as
consciousness as it helps the company by using the social media which helps in creating the
brand image in the minds in the vast number of people which helps in sharing the information
about the products. By providing the best quality products and services they can attain the
success as well as assist in increasing the sales of the firm. It helps in providing the proper
satisfaction to the consumers so that they can feel happy.
2.3 To do proper research to analyse the needs and wants of the consumers
The employees of the business entity have to do proper market research so that they can
provide the best products and services to the consumers which assist in fulfilling the needs and
wants of the consumers. As state by Watson and Hill, (2015), it has been analysed that they have

to identify that the consumers wants the different innovative products and for that they have to
provide the products and on the basis of that they can generate more revenue. The manager as
well as employees of the corporation have to do survey and according to that they can make the
appropriate decisions. The employees of the company have to do use the appropriate marketing
strategies so that they can meet the needs and wants of the consumers which helps in increasing
the sales along with the profits. They have to conduct the consumer research analysis on both the
quantitative as well as qualitative level. As per the views of Solomon, (2014), it has been
interpreted that consumer research analysis so that they can used for evaluating the product
satisfaction among the different buyers. Consumer research analysis helps in determining the
brand image of the company as well as advertising awareness of the different key competitors.
They have to use proper and appropriate information to make the qualitative products and
according to that they can fulfil the satisfaction level of the consumers. As state by Fotis, Buhalis
and Rossides, (2012), it has been analysed that employees of the business entity can use
ethnographic studies which helps in taking the depth interview of the service users. By using the
different tricks it aid in collecting the data so that they can not face any problem in producing the
merchandise. This will helps in attaining the success in the competitive market.
2.4 To ascertain the need of social media in the business entity
According to Smith, (2014), it has been interpreted that social media marketing helps the
business in attaining the goals and objectives. This will help in increasing the brand recognition
which helps in increasing the visibility is valuable in nature. Along with this it also improves the
brand loyalty which aid in attaining the advantage of the tools so that they connect the audience.
By using the social media business entity grasp the more opportunities and by providing the best
products they have to use those opportunities which succour in increasing the sales and
generating more revenue. Social media marketing helps the business entity in reaping the good
results in improving the high conversion rates. They have to interact in the social media channels
so that they can place where the brands at the high position and social media is very helpful for
the company in attaining the goals and objectives. As state by Gensler and et.al., (2013), it has
been observed that social media does not effect the consumer decision making on the products as
well as services in the different fields. This helps in attaining the evidence so that they support in
making the correct decisions. Twitter is the most important for the firm for sharing the news
along with the information and it should be up to date. The effect of social media on a person's

decision-making by sharing health information on news and social media. Social influence is
defined as the degree to which a individual person believes that people should perform their
work in the appropriate and particular manner. By using the social media the employees get the
support of the idea that social media has become a key influence in making the decision making
process so that they can decide that what are the things to be done and what is the best for the
firm.

CHAPTER 3 – METHODOLOGY
3.1 Methodology, methods and techniques
This section follow the structure of the review of literature. In research methodology they
have to use different methods which has to be explained in a effective manner. The researcher
use the specific tool and techniques which is sated in section of research methodology. There are
several tools and techniques which can bes used by the investigator so that they can collect or
gather the accurate information (Wang, Yu and Wei, 2012). In this researcher can decide to use
different method for their undertaking. These approaches are quantitative, qualitative, cross-
sectional and mix approach. The present topic is based on quantitative approach which is in
nature of descriptive study. The reason for using this approach is because it gives a proper
information about the research problem. Research methodology is the systematically way which
provide the solution for the research problems.
Research design
There is a need that they have to make proper and systematic plan for doing the work.
With the aid of research design it provides the direction to researcher in a appropriate manner.
Research design is to be considered as process. The present research is descriptive research
which has been applied in this topic. The information will depend upon some secondary
information. With the help of primary information the investigator can can make interaction with
the individual group (Hennig-Thurau and et.al., 2010).
Research Philosophy
In this the researcher have to to the different type of research. There are different type of
approaches which can be used by them to conduct the appropriate research. The combination of
these can be utilized for conducting any type of research (Rapp and et.al., 2013). There is an
inductive and deductive. The present thesis is based on inductive approach this will helps in
attaining the actual and correct information which help in attaining the objectives.
3.2 Sampling
Social media affect the consumer choice very well because in this modern world many
consumers choose this medium for making theirs hopping easier. Many people buy certain
products by taking into account the social media preference. For getting about this topic more
relevantly the choice of consumers have to get to know. For this concern survey methodology

has been used. A survey has been made on a group of people from the data is get collected. This
process is known as the sampling method. It is a type of analysis which helps in understanding
the large range of customers preferences more absolutely (Ngai and et.al.., 2015).
For getting the opinion of target market a random sampling method has been used. In this
purpose a group of people who are belong to different age groups has choose. And the survey is
made on them by preparing a questionnaire. In that certain questions are asked from them and
find out the result.
The sampling states that it represent the entire population choice and their opinion. Their
opinion are taking into account by the company and it helps in preparing a data which is useful
for them.
According to the questions of survey that does social media affect consumer choice is a
very interesting topic (Social Factors affecting Consumer Behaviour, 2017). The person who is
answering the topic is the respondent who helps in providing the data accurately. The sampling
can be done for acquiring the outcome of the general public.
Hence, sampling means the small group of people who used to represent the larger group
which helps in providing the data for a particular survey so that it helps in acquiring the outcome
of the survey and effective decision can be taken on such basis (Fischer and Reuber, 2011).
Random sampling is a best method because it helps in creating a analysis with the people who
belongs to various groups and are of different age.
3.3 Data collection
After the sampling this step is coming out which is data collection. According to this step
the questionnaire is converted into the data form which helps in creating a result through which a
perfect decision can be take. Data can be collected with the help of two methods which are
primary sources and secondary sources (Hollebeek and et.al., 2014).
Primary sources includes such type of information which can get through personal
interviews, questionnaire etc. It helps in making the decision effective and appropriate. The
primary source data is further converted into the quantitative form which means it can easily
analyse. This analysis helps in understand the different choice of group of people more
conveniently. This convenience helps them most because these decisions facilitates the future
growth of the survey.

The other source is the secondary source which helps in analyse the previous data. This
data can be get through with the help of books, magazines, journals etc. This method is not so
appropriate because sometimes lack of information is get through secondary information. So this
method have to be taken into consideration because it helps them in taking the appropriate data.
These are the methods of data collection (Chen, Fay and Wang, 2011).
3.4 Ethical consideration
Ethical consideration are critical for researcher. Ethical are those norms or standards
which distinguish the relationship between the right and wrong. In research ethical consideration
are very important because the researcher has to face many problems while conducting any
research. While conducting the research on the use of the implementation so that they can use the
ethical issues which can be faced by the researcher which includes prior approval,
confidentiality, proper citation (Patients choose hospitals based on social media, 2017). These
are the ethical issues and they provide the problems to the researcher those person who are not
taking the advice form the experts then this research is waste of time along with the money.

CHAPTER 4 – DATA COLLECTION AND ANALYSIS
4.1 Data Collection
Data collection is the process which helps in gathering as well as measuring the
information or data so that they can target the variables in the established systematic fashion
which assist in finding out the relevant questions so that they can attain and analyse the proper
outcomes. The employees of the business entity have to use the appropriate strategy so that they
can collect the accurate data and on the basis of that they can use that data and attain goals and
objectives which are pre-decided. Company have to collect the data in a proper manner which
includes the different points that is they are having a inability to answer the questions which are
based on research in a accurate manner. They are also having a inability to repeat as well as
validate the study. They have to distorted the findings so that they can attain the good result by
using the waste resources. They have to make the correct judgement by using the appropriate
policies which are related to public. The staff members of the business entity so that they can
provide the proper support in the detection of the errors by collecting the accurate data whether it
is intentionally or not. They have to do proper research by using the different points that is
quality assurance as well as quality control. In the quality assurance, activities which are taken
place before the data collection and in the quality control activities should take place after
collecting the accurate data. These data help the business entity in attaining the goals and
objectives as well as they have to reap the success in the market at the time of high competition.
The employees of the firm have to collect the appropriate data that how many person are
spending the time on the different social media sites which helps in selling or promoting the
products and according to that company can increase the sales and generating maximum revenue.
They have to use relevant sites so that data should be collected properly. With the help of
primary research so that investigator has to be collected the reliable information.
Name
Age
Gender Male Female
1. Does the organisation is using social media in attaining the competitive advantage.
 Yes
 No

2. Which social media sites used by the business entity
 Twitter
 Facebook
 Linkedin
 No site
3. Before purchasing any product of the company, social media sites should be checked for the
different reasons?
 User reviews
 Promotions
 To ask a friend about the clothes from either store
 Neither
4. By using the social media business entity can achieve the objectives.
 Agree
 Disagree
 Strongly agree
 Neutral
5. How much spend by the consumers on mass media (Television, Radio, Magazines etc.)
 0
 1-3 hours
 4-6 hours
 7 hours and above
6. Does social media having a affect to purchase different products and services?
 Yes
 No
7. Do you find data or information which is to be gathered in social media which is easier than
mass media?
 Agree
 Strongly agree
 Neutral
 Disagree
 Strongly disagree

4.2 Data analysis and Discussion
The investigator have to analyse the information so that they can collect the data with the
help of the primary research. The analysis and interpretation of the above data which includes:
1. Does the organisation is using social media in attaining the competitive advantage.
Frequency Percentage
 Yes 8 80%
 No 2 20%
Theme 1: Social media helps in reaping the maximum advantage in competition.
Findings: When question asked by the employees then 8 respondents are in favour of that the
organisation choosing the social media but 2 not in favour of that.
Analyse: By carrying the analysis it has been interpreted that social media is necessary for the
business entity so that they can increase the consumers which helps in attaining the goals and
objectives. Along with this they have to use the appropriate resources in a appropriate manner.
2. Which social media sites used by the business entity?
Frequency Percentage
 Twitter 3 30%
 Facebook 4 40%
 Linkedin 3 30%
 No site 0 0
Theme 2: Facebook is most popular site which is adopted by business entity for promotion
8
2
Yes
No

Findings: On asking the questions from the consumers, it has been concluded that different sites
of social media should be used by the firm or not. There are 3 respondents out of 10 who are
support with Twitter. 4 person are in support with Facebook and 3 are in support with Linkedin.
Analyse: By carrying out the survey, it has been found that Facebook is the social networking
site which can be used by the business entity to do the promotion of the different products and
services with the actual information.
3. Before purchasing any product of the company, social media sites should be checked for the
different reasons? Frequency Percentage
 User reviews 4 40%
 Promotions 4 40%
 To ask a friend about the clothes from either store 2 20%
 Neither 0 0
Theme 3: User reviews and promotions should check by consumer while purchasing
product.
3
4
3
Twitter
Facebook
Linkedin
No site

Findings: After asking the questions from the consumers, it has been concluded that out of 10, 4
person person are in support to user reviews, 4 are in favour of promotions, 2 are in to ask a
friend about a clothes from either store.
Analyse: By carrying out the survey, it has been depicted that social media sites have to checked
for the different reasons and user reviews as well as promotions can be checked by the
consumers so that they can attain the goals and objectives.
4. By using the social media business entity can achieve the objectives.
Frequency Percentage
 Agree 3 30%
 Disagree 1 10%
 Strongly agree 6 60%
 Neutral 0 0
Theme 4: Social media is very much important in accomplishing objectives
4
4
2
User reviews
Promotions
To ask a friend about the
clothes from either store
Neither

Findings: By conducting different questions, 3 respondents are agree that by using social media
can attain the objectives. 1 is disagree and 6 person are strongly agree.
Analyse: By conducting the survey, it has been interpreted that company have to use the social
media which helps in attaining the goals and objectives which are pre-decided by the higher
authorities of the business entity. Along with this they have to use the proper resources so that
they can analyse the needs and wants on the consumers and on the basis of that they can provide
the products to them with the proper quality.
5. How much spend by the consumers on mass media (Television, Radio, Magazines etc.)
Frequency Percentage
 0 0 0
 1-3 hours 6 60%
 4-6 hours 3 30%
 7 hours and above 1 10%
Theme 5: Mass media are also very highly used by public
3
1
6
Agree
Disagree
Strongly agree
Neutral

Findings: By conducting survey, employees and managers of company, 6 respondents are agree
from that they are using 1-3 hours on mass media. 3 are spending their time that is 4-6hours on
mass media and 1 are in support with the 7 hours and above.
6. Does social media having a affect to purchase different products and services?
Frequency Percentage
 Yes 7 70%
 No 3 30%
Theme 6: Social media has great impact upon customers in availing products and services
Findings: When the managers of business entity doing the survey, then it has been identified that
out of 10, 7 respondents are using social media which having an adverse effect in purchasing
different merchandise as well as services. 3 are not in favour of the statement.
6
3
1
0 hours
1-3 hours
4-6 hours
7 hours and above
7
3
Yes
No

7. Do you find data or information which is to be gathered in social media which is easier than
mass media?
Frequency Percentage
 Agree 5 50%
 Strongly agree 2 20%
 Neutral 0 0
 Disagree 2 20%
 Strongly disagree 1 10%
Theme 7: Social media is more easy to access than mass media
Findings: By conducting different questions, 5 respondents are agree that with gathering
information through social media and it is easier than mass media, 2 are strongly agree, 2 are
disagree and only 1 respondent is strongly disagree.
5
2
2
1
Agree
Strongly agree
Neutral
Disagree
Strongly disagree

CHAPTER 5 – CONCLUSION AND RECOMMENDATION
5.1 Conclusion
It has been analyse from the above analysis that the researcher or investigator is using the
different sources which helps in collecting the information whether it is primary or secondary.
When the employees or investigator of the business entity using the secondary sources then they
can get the reliable information as well as data. But if they are using the primary source of the
information the researcher can get the accurate information or data from the employees and
consumers. They have to attain the competitive advantage as well as they have to attain the
advantage in the market especially when the business entity is facing high competition. Along
with this every form have to provide the best and qualitative products to the consumers which
helps in increasing the sales as well as generating the maximum revenue. By using the secondary
data it has been concluded that different authors provide the different opinions and by using
those opinions they provide the best quality products to the services users. The employees can
conduct the primary research which helps in gathering the feedbacks from the consumers so that
they can find out the areas where improvement is necessary.
5.2 Recommendation for the research
In the above research, report needs some recommendation so that the employees can do
the improvements. The staff members have to implement some effective strategies so that they
can implement that and by that they can maintain the quality of the products and services. To
fulfil the needs and wants of the consumers proper research needs to be done and also by
utilising the appropriate resources. Along with this employees have to follow the rules and
regulations as well as legal guidelines which are introduced by regulatory bodies which will help
in maintaining the standard in the industry. The manager of the company have to do regular
monitoring of the operational activities so that they can face any issues and according to that they
can fulfil the requirements of the consumers. By using the appropriate along with the relevant
rules and regulations they have improve the progress as well as also improve the productivity
and profitability.
5.3 Areas for study
The investigator as well as researcher have to make proper research so that they can make
further study so that they can attain more information and data which help in resolving the issues

which they are facing. The manager of the firm have to use the distinctive methods as well as
tools whether it is quantitative and qualitative. Moreover, to gain the more information the
researcher can attend the different seminars and workshops. Along with this they can do market
research so that needs and wants of the service user can easily identified. This will aid in
collecting the accurate information or data. They have to find the area which needs to be
improvement so that they can attain the success as well as can maintain the quality of the
products and services which are providing to the consumers. In the distinctive areas or in the
fields they have to use different tools and techniques as it helps in improving the knowledge and
also assist in learning new things and provide the superior merchandise to the buyers and by this
corporation can reap the targets.

REFERENCES
Books and journals
Bryman, A., 2015. Social research methods. Oxford university press.
Chen, Y., Fay, S and Wang, Q., 2011. The role of marketing in social media: How online
consumer reviews evolve. Journal of Interactive Marketing. 25(2). pp.85-94.
Fischer, E and Reuber, A.R., 2011. Social interaction via new social media:(How) can
interactions on Twitter affect effectual thinking and behavior?. Journal of business
venturing.26(1). pp.1-18.
Fotis, J., Buhalis, D and Rossides, N., 2012. Social media use and impact during the holiday
travel planning process (pp. 13-24). Springer-Verlag.
Gabriel, Y and Lang, T., 2015. The unmanageable consumer. Sage.
Gass, R.H and Seiter, J.S., 2015. Persuasion: Social influence and compliance gaining.
Routledge.
Gensler, S and et.al., 2013. Managing brands in the social media environment. Journal of
Interactive Marketing. 27(4). pp.242-256.
Goldsmith, E.B., 2016. Consumer economics: Issues and behaviors. Routledge.
Hennig-Thurau, T and et.al., 2010. The impact of new media on customer relationships. Journal
of service research. 13(3). pp.311-330.
Hollebeek and et.al., 2014. Consumer brand engagement in social media: Conceptualization,
scale development and validation. Journal of interactive marketing .28(2). pp.149-165.
Horner, S and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Minazzi, R., 2015. Social media marketing in tourism and hospitality. Cham: Springer.
Ngai, E.W and et.al.., 2015. Social media research: Theories, constructs, and conceptual
frameworks. International Journal of Information Management. 35(1). pp.33-44.
Rapp, A and et.al., 2013. Understanding social media effects across seller, retailer, and consumer
interactions. Journal of the Academy of Marketing Science .41(5). pp.547-566.
Rosenbaum-Elliott, R and et.al., 2015. Strategic brand management. Oxford University Press,
USA.
Smith, N.C., 2014. Morality and the Market (Routledge Revivals): Consumer Pressure for
Corporate Accountability. Routledge.

Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Engelwood
Cliffs, NJ: Prentice Hall.
Wang, X., Yu, C and Wei, Y., 2012. Social media peer communication and impacts on purchase
intentions: A consumer socialization framework. Journal of Interactive Marketing.
26(4). pp.198-208.
Watson, J and Hill, A., 2015. Dictionary of media and communication studies. Bloomsbury
Publishing USA.
Cross, D.S and et.al., 2010. Population based allele frequencies of disease associated
polymorphisms in the Personalized Medicine Research Project. BMC genetics, 11(1),
p.51.
Hughes, B, Gillespie, P and Kail, H., 2010. What they take with them: Findings from the peer
writing tutor alumni research project. The Writing Center Journal. 30(2). pp.12-46.
Hanauer, D.I., Frederick, J., Fotinakes, B. and Strobel, S.A., 2012. Linguistic analysis of project
ownership for undergraduate research experiences. CBE-Life Sciences Education.
11(4). pp.378-385.
Mihalić, S and Arbanas, Ž., 2013. The Croatian–Japanese joint research project on landslides:
activities and public benefits. In Landslides: Global Risk Preparedness (pp. 333-349).
Lok, C., 2010. Science for the masses: the US national science foundation's insistence that every
research project addresses' broader impacts' leaves many researchers baffled. Corie Lok
takes a looks at the system. Nature. 465(7297). pp.416-419.
Palmer, J and et.al., 2011. An overview of an illuminator of opportunity passive radar research
project and its signal processing research directions. Digital Signal Processing. 21(5).
pp.593-599.
Online
Patients choose hospitals based on social media. 2017. [online]. Available through:
<http://www.fiercehealthcare.com/healthcare/patients-choose-hospitals-based-social-
media>. [Accessed on 27th April 2017].
Social Factors affecting Consumer Behaviour. 2017. [online]. Available through:
<http://www.managementstudyguide.com/social-factors-affecting-consumer-
behaviour.htm>.[Accessed on 27th April 2017].