Impact of Social Media on Consumer Behavior

This assignment aims to investigate the impact of social media on consumer behavior. It will examine the influence of social media advertising features, user-generated content, and online reviews on purchase intentions. The research will be conducted over 10 weeks, with each week allocated to a specific activity, including reviewing literature, methodologies, proposal, research questionnaire, data analysis, and conclusion. The assignment will utilize various sources, including books, journals, and online resources.

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Title- To examine how social media influence's customer purchase. With reference to case study
of - Tesco Plc.
INTRODUCTION
Consumer behaviour defined as individual, groups, organization and all activities that
associated with purchase of product and services (Alalwan, 2018). Therefore, perception,
learning, motivation, belief's and attitude are those factor that can affect the buying behaviour of
consumer. Social media tools has greater influence's over the purchasing decisions of the
customers. However, it includes networking such as Facebook, Twitter, Instagram and Twitter.
Consumer behaviour is one of the vital concept that needs to be understand to have enhancement
in purchase of commodities.
Hence, assignment will focus on activities of Tesco, supermarket chain that deals in
multinational groceries, one of the largest multinational retailer of the UK. This entity has market
share of 28.4%.
Herein, report will be inclusive of aims & objectives that will be framed on the basis of
research topic. Methodologies will be defined to opt suitable methods so that detailed
investigation can be accessed. Lastly, timescale will be given in terms to provide deadline to
each task to get it done on stipulated time.
Background to research
The research topic is relates with understanding the role of social media towards
analysing customer purchase. Social media marketing strategies plays greater role to have boost
in sales. Purchasing decision largely get affected by the advertising, brand attitudes and purchase
intents of consumers (Social Media & Consumer Behaviour, 2019). Social media is very
attractive tool as it leads to build brand attitude that can affects the buying behaviour.
Therefore, research must be conducted with terms to gets comprehend with changing
trends. Therefore, changing scenario of the customers leads to make crucial to understand the
role of social media in the lives of the customers. Thus, study has aimed towards analysing the
significance of social media to identify influence over purchasing decision of customers as-

AIM-
Aim of report is "To examine how social media influence's customer purchase". With
reference to case study of Tesco.
Objectives-
There are following objectives that have been developed to conduct the study as-
 To articulate the concept of consumer purchasing behaviour.
 To identify the relationship between social media marketing and customers purchasing
beliefs.
 To highlights the component that affects on consumer purchase decision in Tesco Plc.
 To recommend remedial measures to have use social media tool's towards changing
customer buying attitudes.
Research questions
 What is the relationship between social media marketing and customer buying beliefs.
 How social media factors influences the customer purchase decision.
Reason for choosing the topic-
The existing research topic is based on to identify the effect of social media influence
over the customer purchase. Therefore, Social media is an attractive tool in terms to attracting
the customer towards the product and services (Social Media & Consumer Behaviour, 2019). It
plays one of the significant role to boost the sales of the enterprise, By conducting the depth
research on social media activities towards analysing the behaviour of customers helps to satisfy
the demand and wants of customers. However, social media aids to influenced the mind set of
the customer towards changing their attitude and beliefs.
Therefore, this research aids to researcher to gain the understanding of marketing in terms
to social media that helps to customer in order to identify the reason that social media change its
marketing process. This research will help to serve as an indicator to focus on potential areas that
leads to enhance profitability and productivity within the enterprise.
Literature review
Determining the concept of consumer purchasing behaviour.
Consumer buying behaviour is sum total of attitudes, preferences and purchasing intents
regard with purchasing commodities in marketplace. As per the view of Baum and et.al., (2018)
stated that consumer buying behaviour is an interdisciplinary subject areas that defined changing

attitude of customers. In contrary to Bigne and et.al., (2018) stated that consumer behaviour
depends on analysing the needs and wants of the customers. It is defined as study of individuals,
groups and enterprise towards purchasing habits of customers.
Thus, Erkan and Evans, (2018) stated that consumer perception towards particular
commodity and brand influence's the buying habits of customers. Therefore, there are number of
factors that are personal to the individual and that has influence over buying decision. This
factors are inclusive of age, income and lifestyle of consumers.
Relationship between social media marketing and customers buying beliefs
Social media influences the shopping behaviour of all age groups and with help of
adopting suitable marketing strategies it can be possible to boost the sales. According to the view
of He and Qu, (2018) stated that social media marketing strategies attracts the customers towards
changing perception, motivation, learning and attitudes. Thus, social media has one of the large
effect on purchasing decision. Hence, the consumer perception towards the product and services
aids to enhance the brand image of the enterprise. According to the view of Jamali and Khan,
stated that consumer buying behaviour is mainly results into the attitudes, preferences,
intentions. It must be analysed in order to boost up the sales of the enterprise. Thus, it can be
stated that enhancement in the focus on global development and expensive use of technical
advancement in marketing and advertising aids to have global access to the firms. In addition to
it, (2018) stated that social media marketing has impressive impact on mind of the customers and
this also leads to have enhancement in consumer engagement.
Social media marketing aids to enhance branding of product and services. Thus, it has
also impacts over influencing purchasing decision making of consumer. Effective and advance
strategies in social media marketing plays the greater role in terms to attract the customers.
According to the view of Scholz and et.al., (2018) stated that social media marketing plays
crucial role in terms to drifting of customers towards using the social media and it also aids to
positively influence working of firm. According to the view of Kim and Kim, (2018) stated that
social media helps to influence the buying behaviour of customers. Consumer decision making
leads to have impact on social media factors and this leads to affect the advertising attitudes,
brand attitudes and purchasing intent of customers.
Highlighting the factors that influence consumer purchase decision

Consumer behaviour broadly classified into decision and actions that leads to influence
the purchasing behaviour of customers. It helps to underline factors that leads to deal within
attitude and priorities of people. In contrary to Baum and et.al., (2018) stated that entity needs to
take initiatives as to understanding, analysing and keeping track of consumer behaviour and it is
very critical tool for marketing department to achieve better results. Purchase decision is process
that leads the consumer in terms to identifying the need, generate options and works as to choose
specific product and services within market. With the help of offering product by the use of
attractive advertisement tools, enterprise can able to gather the attraction of customers.
According to the view of Bigne and et.al., (2018) stated that behaviour of consumer influenced
by shades of likes, dislikes, priorities, values and morale. Advertisement aids in influencing
purchasing decision made by customers.
As per the view of Erkan and Evans, (2018) stated that positive economic environment
aids to make consumers more confident and provides better quality of product and services to
customers. In contrary to He and Qu, (2018) stated that consumer behaviour as age, occupation
and economic status collectively affects the buying decision of customers. As per the view of
Yahia, Al-Neama and Kerbache, (2018) stated that purchasing power of the customers plays the
crucial role in order to influence behaviour of customers.
Hence, packaging is also product related factor and this also grab the attention and leads
to positively influence's purchase decision of customers. Positive brand reputation and effective
product innovation aids to conduct the better working within the enterprise. Therefore, Jamali
and Khan, (2018) stated that consumer have the specific beliefs about the various product and
services. Marketing of the commodities leads to satisfy the demand and wants of customers and
this also aids to achieve the purpose of the enterprise. Hence, income level also affects the
purchasing behaviour of customers and it aids to have long-term profitability and productivity
within the enterprise. Thus, firm needs to take the initiatives that aids to promote product and
services effectively within the market so that long term profitability and productivity can be
generated.
Methodologies-
It is termed out as systematic plan that assists to collect research activities. This aids to
opt the suitable method to gather the detailed information. Therefore, methodologies of research
defined in the following manner as-

Research philosophy- It is procedure that defined as belief inn which data about the
phenomenon can be collected, analysed and used. Thus, this is vast topic that aids to discuss the
topic in great details. Therefore, research philosophies categorized as ontology, epistemology
etc. Hence, epistemology classified into components as positivism, realism and interpretivism.
However, research will adopt interpretive philosophy so that better conclusion can be drawn.
Research approach- This termed out as plan and procedure that belongs to the broad assumption
to the detailed method of data collection, analysis and interpretation. Therefore, the approaches
to the researcher classified as inductive, deductive and Abductive etc. Hence, research will use
the inductive approach so that it will help to change within the emergence of new theory
(Alalwan, 2018). This is the theory that aids to generalise the data from specific to general.
Research design- It is defined as framework that aids to combine number of techniques that
chosen by researcher to analyse various components relates with study. This relates with framing
overall strategy that helps to choose to integrate differed element of study in consistent and
formal manner. Hence, research design classified as quasi experimental, descriptive, correlation,
and experimental. In this, researcher use descriptive analysis so that extent data can be gathered
over the topic of research.
Data collection- This is defined as process that leads to gathered and measured information on
the variables on interest. It is one of the systematic process that enables to get complete and
accurate data from the variety of sources (Al-Neama and Kerbache, 2018). Hence, data can be
collected with the help of primary and secondary method. In order to determine the implication
of social media over the customer purchasing behaviour the researcher will have both the
technique.
Sampling- This termed out as statistical analysis, there is number of predetermined observations
that from larger group of population. Thus, method of sampling classified into categories as
systematic, stratified, cluster and convenience sampling. Hence, research will have the use of
probabilistic sampling method aids to carry out the process of research systematically. Therefore,
sampling size will be take as 10 respondents as consumers.
Data analysis- It is one of the effective method that process as to analyse, cleansing,
transforming and modelling data to deal with the goal of discovering information. It is procedure
that is classified into categories as qualitative and quantitative analysis. In this, researcher will

use qualitative techniques with adopting thematic analysis. It aids in terms to undertake the
reliable and authentic information.
Timeline of research activities-
The time scale of research aids to define the time limit in which activities relate with
research has to be conducted. Therefore, it defines the schedule of activities that provides the
stipulated deadline so that all task can be accomplished. Thus, its defined as-
Activities 1st
Week
2nd
Wee
k
3rd
Week
4th
Wee
k
5th
Week
6th
Week
7th
Week
8th
Week
9th
Week
10th
Week
Topic of
research
Review OF
Literature
Methodolog
ies
Proposal of
research
Research
questionnai
re
Research
activities
Data
Analysis
and graphic
presentation
Conclusion
and
recommend

ation

REFERENCES
Books and Journals
Alalwan, A.A., 2018. Investigating the impact of social media advertising features on customer
purchase intention. International Journal of Information Management. 42. pp.65-77.
Baum, D and et.al., 2018. The impact of social media campaigns on the success of new product
introductions. Journal of Retailing and Consumer Services.
Bigne, E and et,al., 2018. The impact of social media and offline influences on consumer
behaviour. An analysis of the low-cost airline industry. Current Issues in Tourism. 21(9).
pp.1014-1032.
Erkan, I. and Evans, C., 2018. Social media or shopping websites? The influence of eWOM on
consumers’ online purchase intentions. Journal of Marketing Communications. 24(6).
pp.617-632.
He, Q. and Qu, H., 2018. The Impact of Advertising Appeals on Purchase Intention in Social
Media Environment——Analysis of Intermediary Effect Based on Brand Attitude. Journal
of Business Administration Research. 7(2). pp.17-28.
Jamali, M. and Khan, R., 2018. The impact of consumer interaction on social media on brand
awareness and purchase intention! Case study of Samsung. Journal of Marketing. 114.
Kim, N. and Kim, W., 2018. Do your social media lead you to make social deal purchases?
Consumer-generated social referrals for sales via social commerce. International Journal
of Information Management. 39. pp.38-48.
Scholz, M and et.al., 2018. Dynamic effects of user-and marketer-generated content on
consumer purchase behavior: Modeling the hierarchical structure of social media
websites. Decision Support Systems. 113. pp.43-55.
Yahia, I.B., Al-Neama, N. and Kerbache, L., 2018. Investigating the drivers for social commerce
in social media platforms: Importance of trust, social support and the platform perceived
usage. Journal of Retailing and Consumer Services. 41. pp.11-19.
Online
Social Media & Consumer Behaviour. 2019. [Online] Available through :
<https://smallbusiness.chron.com/social-media-consumer-behavior-45733.html>