Impact of Social Media Marketing on Consumer Buying Behavior in UK Fashion Sector

This dissertation aims to analyze the impact of social media marketing on consumer buying behavior within the UK fashion sector, focusing on Next Plc. The study explores the conceptual framework of social media marketing, its significance in the fashion industry, and its influence on consumer behavior. The research objectives include understanding the impact of social media marketing on Next Plc, identifying issues faced by the company, and providing recommendations for improvement.

Dissertation
(To analyze the impact of social media
marketing on consumer buying behavior
within UK fashion sector: A study on Next Plc)

1 Abstract
The present study attempts to assess to determine the impact of social media marketing
over the buying behaviour of customers within UK fashion sector. Therefore, the scope of the
project is wide as it helps the enhancing the acknowledgement of individual in relation to the
area of social media marketing and its significance for the business. Social Media Marketing is
defined as an imperative aspect and it is among the most flourishing technique in the tract of
each sort of advertising. However, it is known that different tools and techniques of marketing
can be formulated a range of selling articles contributing to the potential objective and aim of
every business. Here are different online techniques which are developing on a continuous basis
to attain new buyers. As per the modern marketing investigation, the social media is widely
interested in individual's lives and in making them more dependent. However, in the recent era
the involvement of individual in social media is high, and the marketing components are
astounding with millions of buyers. In this present analysis Next Plc is the chosen organisation,
which is a large multinational clothing company which has its operations at wider level and has
its major concern over developing performance via implementing social media tools. Literature
review is imperative in enhancing understanding via accumulation of information through
secondary sources i.e. books, journals articles and so on.
The investigation tool which has been implemented for aiding the project encompasses
on quantitative tools, thus in respect to undertaking the project, information has been
accumulated through both primary and secondary sources. For considering the analysis section,
data has been gathered through primary research and in this SPSS software has been
implemented through the investigator this it is effective in providing descriptive analysis over the
issue. Evaluation that has been considered for accomplishing the objectives of this investigation
were frequency distribution, descriptive statistics, Mean, mode, and median.
The considered project analysed that the buying intention of customers are recognised to
be the high within respect to social media marketing acknowledged by the buyers, but it also
determined that there is few groups in which people are not in much concern with the same.
From the evaluation of the study it has also been determined that buyers have been undergoing
online advertisement through applying social media marketing and this defined that
organisations needs to appreciate suitable adverting through implementing suitable social media
tools.

Table of Contents
1 Abstract ........................................................................................................................................2
2 Title of the Research ....................................................................................................................4
3 Introduction ..................................................................................................................................4
4 Literature Review .........................................................................................................................8
5 Research Methodology ..............................................................................................................12
6 Data Analysis .............................................................................................................................16
7 Conclusion..................................................................................................................................28
8 Recommendations ......................................................................................................................29
9 Recommendations ......................................................................................................................30
10 Appendix ..................................................................................................................................32
Questionnaire............................................................................................................................32

2 Title of the Research
To analyse the impact of social media marketing on consumer buying behaviour within
UK fashion sector: A study on Next Plc.
3 Introduction
Over of the Research
The consumers of internet in the recent era are increasingly dispersed in all over the
globe and have taken a development in many of the sectors. Therefore, the digital media had
rendered an advance mode of communication to assist the buyers in different organisational
region. Social media is defined as the online communications medium which is significantly
dedicated to community-based stimulation, interaction, and content-sharing (Arriaga, Domingo
and Silvente, 2017). Facebook, Google plus, Twitter, Linkedin, Wikipedia, Pinterest etc. are
some of the widely applied social media tools which are effectively implemented by the
enterprises to promote brands, market products and link to current customers and foster new
business effectively. In this present study the analysis encompasses over the Next Plc, thus it is a
large British multinational clothing, footwear and home products retailer. The headquarter of the
firm is in Enderby, Leicestershire, England United Kingdom and the company was established in
the year of 1864 by the involving the potential strength of Josepth Hepworth. The company is
mainly operated through its stores and widely concern over enhancing the online presence via
implementing social media as the key source to influence the intention of buyers to buying the
company’s products and services (Fernie and Sparks, 2018).
Research Problem
The present project is based on the aspect of analysing the impact of social media
marketing on consumer buying behaviour within UK fashion sector. Therefore, the problem is
encompasses over the aspect of social media marketing and how it influences the decision of
buyers in relation to buying products from fashion industry of UK. Social media is a major
concern of business and widely implemented to enhance business operations.
Rationale and scope of the Research
An investigation is mainly being carried out to investigate the problem with the intention
to addressing the specific and come up with new and effective solutions. The potential issue
being found was to examine the potential impact of social media marketing over the consumers
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buying intention within UK fashion industry. Therefore, it is very imperative area to be
considered as being a multinational corporation Next Plc failed to encourage itself in the manner
of influencing the buying intention of buyers (Piercy, 2016). The primary intention of
implementing this study is that social media marketing is a wider area to be studied and also
need suitable recognition for the individuals who are seeking for personal and professional
development within the same field. This specific investigation has been conducted with the
primary purpose to learn more in relation to the influence of the social media and online tools on
the consumer behaviours (Aghajani, Shayanfar and Shayeghi, 2017). Therefore, the research
would be concerned with the aspects in regards to the functionalities of the Next Plc. Another
intention of this existing analysis is based on the personal interest of the researcher as the
investigator wants to explore own recognition in relation to the specific area and attain growth in
personal and future consideration (Stevenson and Cole, 2018).
Research Aim
To analyse the impact of social media marketing on consumer buying behaviour within
UK fashion sector: A study on Next Plc.
Research Objectives
● To understand the conceptual framework of social media marketing in the context of UK
Fashion Sector.
● To articulate the potential significance of social media marketing within UK fashion
sector.
● To critically investigate the influence of social media marketing over the buying
behaviour of customers within Next Plc.
● To recognise the issues that are faced by Next Plc related to the improper social media
and online advertisement marketing strategies.● To recommend solutions in order to tackle the challenges faced by Next Plc.
Research Questions
● What is the conceptual framework of social media marketing in the context of UK
Fashion Sector?
● What is the potential significance of social media marketing within UK fashion sector?
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● What is the influence of social media marketing over the buying behaviour of customers
within Next Plc?
● What key issues are faced by Next Plc with regards to social media and online
advertisement marketing strategies?● What are the possible solutions for Next Plc in order to overcome the identified issues
that are connected to Social media marketing?
Chapter Structure
This is the most important part of an investigation as it is required for the investigator to
build an effective structure to conduct an investigation in systematic manner. While executing an
analysis the researcher had segmented the whole project in different sections and each carries
their own significance in the completion of the project. The suitable structure for executing the
analysis based on the area of analysing the impact of social media marketing on consumer
buying behaviour within UK fashion sector, is determined as under:
Introduction: This is the foremost important aspect of an investigation as it is imperative in
providing overview of the entire study and depicting the aim, objectives and questions of the
research. This section also covers the rationale scope and discuss about the investigation issue as
well.
Literature Review: This is the another important section of investigation which the researcher
has undergone via the past investigations that have been carried out by the renowned
investigators in relation to the similar research area. This section of investigation would cover
the basic concepts and understanding in relation to the aspect of social media marketing and how
it influences the buying intention of the customers.
Research Methodology: This section of investigation mainly discuss about the process and
procedure which are needs to be carried out to aid the project in right manner. This section of
research would cover the aspects of research philosophy, approach, design, data collection tools,
sampling, limitations and validity or reliability.
Data Analysis: This is the important part which helps the investigator in generating key
outcome. In this area of research, analyst evaluates or analyse the gathered information with the
help of primary aspects and making use of questionnaire technique. Therefore, the finding are
incorporates over SPSS tools and the representation is based over graphs and charts.
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Conclusion and Recommendation: This aspect is imperative in rendering with the accurate
solutions of the objectives related to the analysis which have been developed at the initiate stage
of the research. it would also render with the appropriate suggestions via considering the future
development of the investigation with regards to the preoccupied topic and would aid the
investigator reach to the final result.
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4 Literature Review
Conceptual framework of social media marketing in the context of UK Fashion Sector.
According to opinion of Kristen Baker (2020) Social media marketing is use of the social
media platforms to connect with audience to develop brand, enhance sales and also drive the
website traffic. The consumers are interacting already with the brand by using social media such
as Twitter, Instagram, Facebook and others. Marketing on the social media can bring the
remarkable success to business, develop devoted advocates of brand and driving sales
(Schivinski and Dabrowski, 2016). This is form of the internet marketing that consists
developing as well as sharing content on the network of social media to attaining marketing
objectives. This mainly consists activities such as image update and posting texts, videos and
some other content which engage audience and paid social media marketing. Other than this,
social media marketing is use of the social media platforms to connect with audience to develop
brand, drive the website traffic and enhance sales (Lewandowski, 2016). It consists publishing
the better content on social media profiles, listening and engaging followers and running the
social media advertisement. In this, businesses are mainly sharing content on social media in
order to generate traffic to websites and sales also. With the help of using social media
marketing, company can promote its products and services through different social media tools
such as Facebook, Instagram and Twitter. Fashion industry of UK is worth £26 billion &
800,000 job to economy that making this biggest creative sector. In fashion sector, social media
enabled average customers and the people to have interaction with the fashion designers and also
high end clothing, accessory firms and shoes (Gautam and Sharma, 2017). Use of the social
media marketing is mainly for promote the fashion brands and labels were able to connect as
well as develop strong relationship with consumers at push of button. Social media is one of the
most powerful opportunity in order to reach at wider audience. Social media channels are
resulted in measurable, specific and also targetable to other people who are reporting on the
fashion news, announcement regarding new fashion lines, promotions, providing the better
customer service to consumers and updated of company (Keegan and Rowley, 2017).
Significance of social media marketing within UK fashion sector
As per opinion of Marta (2020) social media platforms have become cornerstone of
marketing strategy of fashion house. Role of the social media in fashion sector has become
stronger. This will be beneficial for business to harness power of various platforms to stay
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competitive as well as successful financially. The social media marketing will help in reinforce
brand messaging and expand reach of social media posts and enhance sales. It is natural
environment for the fashion brand as this has the visual platforms (Helal, Ozuem and Lancaster,
2018). In regards to this, social media has enabled the customers to feel connected to fashion
firms. This has proven to provide exposure to the individual brands. Social media marketing is
helpful in providing better customer service as it is the main aim of all the fashion business
owners. With the help of using social media platforms, marketing professional are mainly
allowed to see and also analyse requirements of potential consumers, and also learn regarding
their dislikes and likes (Keegan and Rowley, 2017). Better customer service means loyal and
happy customers that aids company to reach at brand and the large number of consumers. On the
other hand, fashion organisations which limit digital presence to websites are doing disservice.
By the paid aids, engaging the content, partnership with the influencers and the businesses can
each at wider audience to enhance sales and growth rate of company. On the social media, there
are so many people active and this is an opportunity to take the benefit of social media role in
fashion sector to drive traffic to brand (Iankova and et. al., 2019).
Influence of social media marketing over the buying behaviour of customers within Next Plc.
Gulzar Asma and Maqbool Misbah (2018) stated that Impact of social media in fashion
sector has result in closing gap among brand and consumers. Businesses which use social media
to full benefit for engage with consumers through responding to the comments on the posts,
reposting photos and host give away that consumers post. The consumers which are mainly
influenced through social media are 4 times likely to be spend on purchased (Choshin and
Ghaffari, 2017). Impact can be high that 29% customers are likely to make buy on same day of
using the social media. Social media marketing is powerful mode for the organisations which
seeking to reach out to the customers. On the other hand, consumers buying behaviour is
explained as actions which taken through customers before purchasing service or product. It may
consist consulting the search engines, posts on social media and different other actions. It is
study of the people and company and how they choose and select services and products. This is
mainly related with the motivations, behaviour and psychology (Kumar, Choi and Greene,
2017). Enhancing traffic into website of retailers can result in the advantages for company in
context of profit margin and revenue for Next plc. It can lead to improvement in overall brand
quality and many result in opportunities for Next plc to enhance product costs. The main focus of
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Next plc is to improving innovation and also adopting initiative that goals is to enhance website
traffic. In this present time, there are large number of people existing on social media and the
customers are mainly looking for the recommendations and reviews (Thompson and McLarney,
2017). This is necessary to have the online presence on different platforms of social media. In the
marketing, latest trend is introduction of social media. This has power to impact potential
consumers from begin until purchasing stage and also beyond as well.
As contrary to it Lativate Canada (20250) Social media marketing develops the negative
impact on purchasing behaviour of customers. Poorly executed branding campaign can be
destroy reputation or goodwill in minutes. Company can end up losing the potential consumers
or clients. Other than this, negative comments of customers develop the negative impact on the
purchasing of the other customers.
Issues are faced by Next Plc with regards to social media and online advertisement marketing
strategies
According to opinion of Miranda Brookins (2020) Next plc faces the several issues
regarding social media and online advertisement. This develops negative impact on the mind set
of people and reputation of firm. Some issues are given below related to social media and online
advertisement marketing strategies:
Security concerns- The social media sites pose equal threat to personal information
security and related data. In context to this, hacking websites is common feature as there is
imminent threat to social media audience. It turns main key challenge that posed through social
media (Silva, Khan and Han, 2018).
Terms of agreements- Many of social media sites permit audience to develop account
and after accepting agreements terms. It can be interpreted in many different ways. They mainly
pose threat and many of social networking websites get agreement accepted through users that
information can mainly use through social media owners. This caused privacy invasion and this
is main challenge that posed through social media.
Technical viewing issues- Lags in websites, browser complications and website
downtime that minimize number of the times customers see the online advertisement. When
there is any technical issue occur then firms loose opportunity about broadcast the advertisement
for services and products. Viewing issues can be occur of problems with website has slow
connection speed for the proper viewing (Avancini and et. al., 2019).
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Customers Ignore Ads- In this, consumers are used to seeing the advertisement on
television, flipping and hearing the radio commercials by providing advertisement in the
magazines which they have developed aversion to all advertising forms. In case of the
advertisings, where customers can neglect to clicking the banner advertisements.
Solutions for Next Plc in order to overcome the identified issues that are connected to Social
media marketing
As per viewpoint of Sophie Porter (2019) Social media marketing is big commitment and
it is necessary for Next plc to engage regularly to see advantages and various platforms have
different frequency. It is the responsibility to Next plc company to find out the effective ways to
overcome from identified issues which are related to the social media marketing. Company
should focus on making the security of websites better so that the data and information of
respondents can be secure and they can make the search without facing any fear. On the other
hand, company should give the options to customers to check the products and services without
login. Company can interact with the customers from asking the question. Next plc should ask
from the followers to leave comment or use in- built feature that platform give. In order to attract
the customers towards ads, company should give the attractive advertisement and also ads with
social messages so that the people can be attracted. There is a need to company to creating the
better content consistently and this remains at high standard and also continue to engage time
after the time. Sometimes, this is complex to create the better content all time. There is a way to
assure that they are creating the better content to be monitor competitors and also run the
integrated marketing campaigns.
From the above information in literature review, it has been seen that there is no
sufficient imperative information available for the solutions required for evading the challenges
faced due to social media marketing. This gap of literature is indented to be addressed in this
investigation.
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5 Research Methodology
Research methodology is defined as the procedure which is implemented through the
investigator to gather information for the potential intention of executing the research in the
direction to attaining objectives (Armstrong and et. al., 2018). In the context of this present
investigation based on determining the impact of social media marketing over influencing the
consumer buying behaviour, suitable selection of methodologies are imperative to address the
issue effectively. This section of exploration, mainly encompasses over assorted applications i.e.
investigation type, approach, philosophy, data collection tools, sampling, validity, reliability and
so on. The suitable objectives and questions of this analysis are defined as under on which
investigation is carried out:
Research Objectives
● To understand the conceptual framework of social media marketing in the context of UK
Fashion Sector.
● To articulate the potential significance of social media marketing within UK fashion
sector.
● To critically investigate the influence of social media marketing over the buying
behaviour of customers within Next Plc.
● To recognise the issues that are faced by Next Plc related to the improper social media
and online advertisement marketing strategies.● To recommend solutions in order to tackle the challenges faced by Next Plc.
Research Questions
● What is the conceptual framework of social media marketing in the context of UK
Fashion Sector?
● What is the potential significance of social media marketing within UK fashion sector?
● What is the influence of social media marketing over the buying behaviour of customers
within Next Plc?
● What key issues are faced by Next Plc with regards to social media and online
12

advertisement marketing strategies?● What are the possible solutions for Next Plc in order to overcome the identified issues
that are connected to Social media marketing?
Type of Investigation:
In the context of executing an investigation methodological choice is the primary
consideration of the researcher which mainly relay over qualitative and quantitative aspects.
Therefore, the qualitative research is defined as a scientific tool which is imperative in gathering
information on non numeric aspect like concepts, definitions, models, theories and so on. On the
contrary side, quantitative research is effective in providing information that are based on
numerical aspects (Kawamura, 2018). In the context of this present investigation work based on
the area of determining the impact of social media marketing on consumer buying behaviour
within UK fashion sector, quantitative research has been applied by the researcher as it is
effective in conducting descriptive evaluation where information are gathered on numerical
aspects and generate effective results that are based on original facts and figures.
Research Philosophy:
Research Philosophy is mainly resolved as various qualities which principally contribute
for the centre of the dependable being explored. This will significantly depict about the analyst's
opinion, thought or idea. This section is based over two imperative philosophies like
interpritivism and positivism research philosophy (Babayev, 2019). In regard of particular
examination venture researcher is widely embrace over selecting positivism philosophy as
through that this approach is imperative in discovering legitimate result for their exploration. In
addition to this positivism philosophy is significant for quantitative analysis as in this
information is being accumulated through conducting observation in which views of people are
analysed to gather valid data to support the argument.
Research Strategy –
The particular technique will help in deciding how any examination is led and performed.
There are a few techniques identified with research procedure, for example, questionnaire,
observation, interview, focus group, case study and so on (Yu, Cao and Tan, 2019). In regard of
the respective exploration researcher has applied questionnaire to conduct survey as it is
effective tool for implementing quantitative analysis and also efficacious in gathering
information from the wider population.
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Research Design:
The selection of research design is encompasses over the choice of the research
methodology and it is mainly of three types, i.e. descriptive, exploratory and experimental
research design. In the case of this present investigation work based on analyse the impact of
social media marketing on consumer buying behaviour within UK fashion sector, descriptive
research design has been applied as it is most supportive tool for quantitative analysis and helps
in providing detailed information through determining the theories and concepts. Therefore, this
particular method helps in determining the aspect of social media marketing and influences the
decision of customers.
Data Collection Tools:
This is the primary obligation of the researcher to be concentrated over the aspects of
information accumulation as it is effective in generating valuable outcome. This section of
research is mainly encompasses over the aspect of primary and secondary tools and these two are
essential in gathering information from the assorted sources (Arrigo, 2018). For undertaking the
existing analysis, both primary and secondary tools are applied by the researcher, thus primary
investigation is majorly executed through implementing survey in which questionnaire is being
coded to support the analysis effectively and then coded information has been then imported
within the SPSS tool to carry through the investigation of varied variables being designated for
the research. On the supportive side, in the context of developing secondary investigation few
sources like books, journals, articles, newspapers are effective in conducting theoretical analysis
to cover the aim and objectives of the research (Shareef and et. al., 2019).
Sampling of the Research:
It is considered as technique which is embraced by an organization so as to choose the
best possible number of respondents for their examination venture. There are quantities of
sampling techniques which a venture supervisor may receive, for example, probabilistic and non-
probabilistic sampling tool (Yadav and Rahman, 2017). Therefore, in regard of this present
investigation work investigator embrace random sampling tool from the probabilistic aspect. It is
on the grounds that to such an extent that is most fitting throughout which they give legitimate
chances to all audiences successfully. The sample size for this analysis is 100 as in this
employees of Next Plc has been picked randomly to gather information as they are very much
close to the activities of the business and helps in generating valuable outcome (Gandini, 2016).
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Validity and Reliability:
Validity and reliability are two significant aspects which are needs to be analysed to
support the investigation effectively. The present investigation is said to be reliable as in this
outcomes are similar on conducting repeatable analysis as the outcomes are similar when the
experiment was carried out on assorted times (Pentina, Guilloux and Micu, 2018). Therefore, in
this analysis has been based over primary research in which outcomes are similar in different
situations. In addition to this the investigation is also called valid as in this appropriate sources
are select to gather valuable information to generate equivalent outcomes, that support the work
effectively.
Limitations of the Research:
In the execution of the entire project based on the area of evaluating the effect of social
media marketing on consumer buying behaviour within UK fashion sector, there were ample of
limitations beings acknowledged through the investigation. Time management for the specific
project is determined as the key limitations as the given time for this specific project is limited
and it is quite hard for the investigator to manage effective implementation (Loo, 2020). The
another key issue which also have been acknowledged through the analyst during the
accumulation of primary information were to persuade participants to fill the requirement of
questionnaire and make them relay over the study. Receiving concept from the participants is
also a major challenge experience by the investigator in the implementation of primary research.
Despite from this, at the time of gathering secondary investigation the investigator
performs assorted challenges related to accessibility issue which mainly limit the investigator to
construct an effective theoretical framework (Piercy, 2016). The researcher had faced problems
in acquiring information from the most suitable online sources as it was highly chargeable and
could not be accessed with the limited budget.
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6 Data Analysis
Data analysis refers as the procedure of cleaning, transforming and modelling
information to discover useful data for enterprises decision making (Confente and et. al., 2019).
This section of investigation is imperative in providing suitable analysis in relation to the
generating valuable outcome. In the context of this present investigation work based on
determining the impact of social media marketing on consumer buying behaviour within UK
fashion sector, quantitative analysis approach has been implemented to interpret the results.
Therefore, in this overall analysis is encompasses over descriptive statistical analysis where
SPSS is being used to generate valuable outcome (Hoang, 2019).
Thematic Analysis
Theme 1) Individual have an appropriate comprehension in relation to the concept of social
media marketing in the context of business.
Statistics
Q1) Do you have an appropriate
comprehension in relation to the
concept of social media marketing
in the context of business?
N Valid 100
Missing 0
Mean 1.02
Median 1.00
Mode 1
Std. Deviation .141
Sum 102
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Interpretation:
In this existing exploration analysis has been executed among 100 participants to known
their knowledge in relation to the aspect of social media marketing in the context of business.
Therefore, out of that 98 people are having suitable about the same aspect as they said that, it is
an important area of business to attain more progression and remaining people are not having
any comprehension about the same. In addition to this mean is 1.02 and mode or median both are
1 for this specific analysis.
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Theme 2) The social media marketing is imperative in the context of encouraging operations
of UK fashion sector.
Statistics
Q2) What do you think, social
media marketing is imperative in
the context of encouraging
operations of UK fashion sector?
N Valid 100
Missing 0
Mean 1.04
Median 1.00
Mode 1
Std. Deviation .197
Sum 104
Interpretation:
In the considered project the analysis has been developed over determining the aspect
that social media marketing is imperative in the context of encouraging operations of UK fashion
sector. Therefore, mean for this analysis is 1.04, mode and median are 1 for the same. In addition
to this 96 out of 100 people are in concern with the same as per their view, social media
marketing is effective in the context of fashion retail as is lays vital role in developing awareness
among the people at global level and remaining participants are not in favor with the same.
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Theme 3) There are assorted key tools of social media marketing are majorly applied by the
business to enhance customers base.
Statistics
Q3) As per your opinion, what key
tools of social media marketing are
majorly applied by the business to
enhance customers base?
N Valid 100
Missing 0
Mean 2.50
Median 2.00
Mode 1
Std. Deviation 1.330
Sum 250
Interpretation:
As per the detailed analysis of the above mentioned graph it has been interpreted that,
here are assorted tools of social media marketing which are majorly applied by the business to
enhance customers base. Therefore, 30 out of 100 participants are in favor of Facebook as per
their view it is the best effective approach implemented by the business to attain growth. 25
participants are in concern with YouTube and another 20 participants are go with the aspect of
Pinterest, 15 people are go with Instagram and remaining are go with others. In addition to this
mean for this analysis is 2.50, median is 2 and mode is 1 as well as the standard deviation for the
same is 1.3330.
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Theme 4) There are major significance of social media marketing within UK fashion sector.
Statistics
Q4) According to your view, what
are the major significance of social
media marketing within UK fashion
sector?
N Valid 100
Missing 0
Mean 2.35
Median 2.00
Mode 2
Std. Deviation 1.067
Sum 235
Interpretation:
As per the evaluation of the study it has been stated that, in this analysis has been
developed among 100 participants over the area of determining the significance of social media
marketing within UK fashion retail sector. 25 out of 100 people are in concern with Increased
Inbound Traffic, 35 individuals are go with the area of Improved Brand Loyalty & Customer
Engagement, 20 people are in concern with Improved conversion rates and remaining are go
with the area of Effective Brand Recognition & Increased Brand Awareness. However, mean for
this evaluation of 2.35, mode and median both are 2 for this analysis.
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Theme 5) There are different key advantages that are attained by Next Plc. In the manner of
implementing social media marketing for approaching buyers.
Statistics
Q5) What do you think are the key
advantages attained by Next Plc. In
the manner of implementing social
media marketing for approaching
buyers?
N Valid 100
Missing 0
Mean 2.45
Median 2.50
Mode 1
Std. Deviation 1.167
Sum 245
Interpretation:
The descriptive evaluation of the project initiates that, here are different key benefits like
Increase in profitability, Enhancing customers base, Wider access to market, Developing brand
image that are attained by Next Plc. In the manner of implementing social media marketing for
approaching buyers. However, mean for this analysis is 2.45, median is 2.50 and mode is 1 for
the specific.
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Theme 6) In different manner social media marketing influences the buying behavior of
customers within Next Plc.
Statistics
Q6) According to your perspective,
in what manner social media
marketing influences the buying
behaviour of customers within Next
Plc?
N Valid 100
Missing 0
Mean 1.30
Median 1.00
Mode 1
Std. Deviation .644
Sum 130
Interpretation:
In the present evaluation the study has been developed over determining impact of social
media marketing over the buying behavior of customers. However, in this survey is being
executed among 100 participants and out of that 80 are showing their concern regarding the
positive aspect and 10 people are not in concern with the same and remaining are not providing
any discussion on the same. Mode and median are 1 and mean is 1.30 for the same.
Despite from this, the theme has state that, social media mainly has positive impact over
buying intention of the customers and the section of literature has state that, social media has
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positive as well as negative impact over the decision power of customers. Therefore, this is the
contradictory statement and the theme is imperative in bridging the gap of literature effectively.
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Theme 7) Ii is important for Next Plc to alter the marketing strategy for increasing the buyers
attention.
Statistics
Q7) What do you think is important
for Next Plc to alter the marketing
strategy for increasing the buyers
attention?
N Valid 100
Missing 0
Mean 1.25
Median 1.00
Mode 1
Std. Deviation .435
Sum 125
Interpretation:
After the execution analysis over the present study it has been determined that, 75 out of
100 people are in concern with the statements that, it is required for Next Plc to alter the
marketing strategy for increasing the buyer’s attention, thus due to high advancement in
digitization it is important for the business to make changes in their operational processes. Left
over people are not in concern with the same as per their view it is not important for Next Plc to
alter the marketing strategy for increasing the buyer’s attention. Mean for this analysis is 1.25,
mode and median are 1 for the same.
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Theme 8) There are assorted major factor that influences the buying behavior of customers
within UK fashion retail.
Statistics
Q8) According to you, what is the
major factor which influences the
buying behaviour of customers
within UK fashion retail?
N Valid 100
Missing 0
Mean 2.60
Median 2.50
Mode 2a
Std. Deviation 1.119
Sum 260
a. Multiple modes exist. The
smallest value is shown
Interpretation:
From the evaluation of the study it has been evaluated that here are assorted major factor
that influences the buying behavior of customers within UK fashion retail. Therefore, 20 out of
100 people are go with the area of Psychological aspect, 30 are go with personal, another 20 are
in concern with cultural and remaining are go with social aspects. In addition to this mean for
this aspect is 2.60, mode is 2 and median is 2.50.
25

Theme 9) There are multiple issues that are faced through Next Plc in relation to accessing
improper social media and online advertisement marketing strategies.
Statistics
Q9) What do you think are the
major issues that are faced through
Next Plc in relation to accessing
improper social media and online
advertisement marketing strategies?
N Valid 100
Missing 0
Mean 2.70
Median 3.00
Mode 3a
Std. Deviation 1.106
Sum 270
a. Multiple modes exist. The
smallest value is shown
Interpretation:
The evaluation has been developed to determine the challenges aced through Next Plc in
relation to accessing improper social media and online advertisement marketing strategies.
Therefore, 20 out of 100 participants are in concern with Lack of an adequate SEO strategy,
another 20 are go with Customers Trust, 30 participants are in favor to New Marketing Trends
and remaining are go with Inexperience or Understaffed.
26

Theme 10) There are key measures that can be applied by Next Plc to overcome the barriers in
relation of marketing strategy.
Statistics
Q10) What do you think are the key
measures that can be applied by
Next Plc to overcome the barriers in
relation of marketing strategy?
N Valid 100
Missing 0
Mean 2.60
Median 2.50
Mode 2a
Std. Deviation 1.119
Sum 260
a. Multiple modes exist. The
smallest value is shown
Interpretation:
According to the detailed analysis of the project it has been interpreted that here are key
measures like Appropriate training related to marketing, Engage Customers Offline and Online,
Change Social Conversations, Fixing the experience gap that can be applied by Next Plc to
overcome the barriers in relation of marketing strategy. Therefore, mean for this analysis is 2.60,
mode is 2 and median is 2.50 for the same.
27

7 Conclusion
As per the analysis of the project researcher has found that, social media marketing is an
imperative aspect which plays a vital role in the growth and success of the business. Social
media marketing is mainly defined as a source of internet marketing which allows a business or
individual to developing and sharing content on social media networks in regards to attain
effective selling and branding aims. Therefore, social media marketing basically includes
assorted aspects like videos, posting text and image updates and other content which aids
audience engagement or a paid social media advertising. From the analysis of the project it has
been analysed that, the concept of social media marketing is an imperative aspect which is
widely considered by the businesses to attain higher growth and success. There has been ample
of debates or discussions which are pertaining to the suitable definition of the aspect of social
media marketing. This is majorly considered and this is widely implemented because social
media marketing has been transforming the way of conducting business and it provides a wider
platform to the businesses to establish effective interconnection among the business and its
customers to explore operations at wider level.
As per the detailed analysis of the project it has been identified that wide range of
employees have been accessing to the significance of social media marketing for analysing its
value in the context of business. Therefore, social media marketing is an imperative aspect which
has played a vital role in the growth and success of business within the modern business
scenario. Thus, it widely effective in reinforce the brand messaging and also explores the reach
of social media posts and increase the entire sales of the business. Social media marketing is also
effective in enhancing the customers base for a business and retain them for longer run of
business operations. Furthermore, study has also showed that organization must lay down
appropriate data with regards to determining the potential impact of social media marketing over
influencing the behaviour of buyers with the UK fashion retail. However, in the analysis of the
project participants are also in the favour of this aspect as the aspect of social media marketing
has influences the operations and progression of the business. In the context of fashion industry
individual are very much lay over physical attractions and the aspect of social media marketing
is imperative in enhancing over all operations effectively via approaching more and more buyers
to purchase the products and facilities of the business. It has also been found that, individual
who are assessing social media are very much relay over using the social media aspects and the
28

analysing of the participant’s views also states that, there are multiple source of social media like
Facebook, Instagram, YouTube, Twitter and so on, which are effectively implemented by the
businesses to attain growth and success via influencing the behaviour of buyers. As per the
evaluation of the project it has also been evaluated that, here are assorted issues which are
accessed through the participants that Customers Ignore Ads, Technical viewing issues, Terms of
agreements, Customers Trust, New Marketing Trends, Lack of an adequate SEO strategy,
Inexperience or Understaffed are the key issues which are effectively influences the operations
of the business and needs to be resolved to attain higher growth and success.
8 Recommendations
In the execution of the project based on evaluating the influence of social media
marketing on consumer buying behaviour within UK fashion sector, it has been recommended
that Next Plc, required to lay down over making improvement in the usage of social media tools
as the key source of marketing. The business should also making alternation in their entire social
media marketing aspects through developing the appropriateness or through the regular
advancement of data in context of their products and services. Hence, as a large and fast fashion
retail firm the business should also adopt suitable marketing strategy which is imperative in
nature to influence the behaviour of buyers to buy the products and services of the firm. In
addition to this, as per the evaluation of the project it has also been evaluated that, marketing is
an imperative area of business which needs suitable attention in regards to the operations of the
business, herewith, it has been recommended to Next Plc to, provide regular training to their old
as well as new employees in relation to the suitable management of social media marketing, thus,
appropriate assessment of the aspects are effective for the business to attain higher growth and
success. As a large fashion retail it has also been suggested to Next Plc to engage Customers
offline and online for the purpose of making regular connection and influence the buying
behaviour via providing them suitable offerings. From the evaluation of the project it has also
been determined that, business should also be concern over fixing the experience gap of buyers
with the help of providing them a familiar platform to making their purchase effective and
making suitable selections from the alternatives. There is also a demand for updating the data on
the social media sites and websites on timely basis through Next Plc concerning the data through
the regards to product detail and services being offered by the company.
29

9 Recommendations
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Armstrong, G.M., and et. al., 2018. Marketing: an introduction. Pearson UK.
Kawamura, Y., 2018. Fashion-ology: an introduction to fashion studies. Bloomsbury Publishing.
Babayev, R., 2019. AN INVESTIGATION OF CONSUMER BUYING BEHAVIOUR IN
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marketing. Management Decision.
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sources. Journal of Retailing and Consumer Services. 46. pp.58-69.
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economy. Marketing theory. 16(1). pp.123-141.
Pentina, I., Guilloux, V. and Micu, A.C., 2018. Exploring social media engagement behaviors in
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the context of luxury brands. Journal of Advertising. 47(1). pp.55-69.
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success of e-commerce in small-and medium-sized companies. Computers in Human
Behavior. 66. pp.67-74.
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marketing on brand sales: capturing the time-varying effects. Journal of the Academy of
Marketing Science. 45(2). pp.268-288.
Thompson, J. and McLarney, C., 2017. What effects will the strategy changes undertaken by next
Plc have on themselves and their competition in the UK Clothing Retail
Market?. Journal of Commerce and Management Thought. 8(2). pp.234-264..
Loo, P.T., 2020. Exploring airline Companies' engagement with their passengers through social
network: An investigation from their Facebook pages. Tourism Management
Perspectives. 34. p.100657.
Piercy, N.F., 2016. Market-led strategic change: Transforming the process of going to market.
Taylor & Francis.
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reputation analysis. European Management Journal. 37(4). pp.492-504.
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Facebook pages in Ho Chi Minh City.
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Online
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10 Appendix
Questionnaire
Q1) Do you have an appropriate comprehension in relation to the concept of
social media marketing in the context of business?
Frequency
Yes 98
No 2
Q2) What do you think, social media marketing is imperative in the context of
encouraging operations of UK fashion sector?
Frequency
Yes 96
No 4
Q3) As per your opinion, what key tools of social media marketing are majorly
applied by the business to enhance customers base?
Frequency
Facebook 30
YouTube 25
Pinterest 20
Instagram 15
Others 10
Q4) According to your view, what are the major significance of social media
marketing within UK fashion sector?
Frequency
Increased Inbound Traffic 25
Improved Brand Loyalty & Customer Engagement 35
Improved conversion rates 20
Effective Brand Recognition & Increased Brand Awareness 20
Q5) What do you think are the key advantages attained by Next Plc. In the
manner of implementing social media marketing for approaching buyers?
Frequency
32

Increase in profitability 30
Enhancing customers base 20
Wider access to market 25
Developing brand image 25
Q6) According to your perspective, in what manner social media marketing
influences the buying behaviour of customers within Next Plc?
Frequency
Positive 80
Negative 10
Neutral 10
Q7) What do you think is important for Next Plc to alter the marketing strategy
for increasing the buyer’s attention?
Frequency
Yes 75
No 25
Q8) According to you, what is the major factor which influences the buying
behaviour of customers within UK fashion retail?
Frequency
Psychological 20
Personal 30
Cultural 20
Social 30
Q9) What do you think are the major issues that are faced through Next Plc in
relation to accessing improper social media and online advertisement marketing
strategies?
Frequency
Lack of an adequate SEO strategy 20
Customers Trust 20
New Marketing Trends 30
Inexperience or Understaffed 30
33

Q10) What do you think are the key measures that can be applied by Next Plc to
overcome the barriers in relation of marketing strategy?
Frequency
Appropriate training related to marketing 20
Engage Customers Offline and Online 30
Change Social Conversations 20
Fixing the experience gap 30
34