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

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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