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 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 of the acknowledgement of individuals 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 to create 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
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, ANOVA test and cross tabulation.
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 still it
could determined that there are few groups of people who are not in very much concerned with
the same. From the evaluation of the study it has also been determined that buyers has 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 6
5 Research Methodology 10
6 Data Analysis 13
7 Conclusion 25
8 Recommendations 26
9 Recommendations 27
10 Appendix 29

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 advanced 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
companies products and services (Fernie and Sparks, 2018).
Rationale 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
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
4

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?
● 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
5

that are connected to Social media marketing?
6

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 powerful way
for firms of all the sized in order to reach at prospects customers. 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, a company can promote its products and services
through different social media tools such as Facebook, Instagram and Twitter. In United
Kingdom, Clothing has been large business and fashion industry of UK is worth £26 billion &
800,000 job to economy that making this biggest creative sector of UK. 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 promoting the fashion brands and labels which 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. Outcomes from all
social media channels are measurable, specific and also targeted other people uses 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
7

stronger over the years. This will be beneficial for business to harness power of various
platforms to stay competitive as well as to be 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). This assist marketers to design
social media marketing strategies. 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 reach 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
fashion sector has resulted in closing the 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
8