Impact of User-Generated Content on Consumer Buying Behavior

This research aims to assess the impact of user-generated contents from social media on consumer buying behavior. Qualitative research approach will be used in this research for conducting the direct and face to face interview on the visitor of Coffee shop in Australia. The investigation will use hypothesis to assess the relationship between independent and dependent variables. The study will use both primary and secondary data collection method for gathering the information regarding research concern. Statistical data analysis method will be used for analyzing the investigation regarding research issues.

Running head: MARKETING RESEARCH ESSENTIALS

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1. Synopsis
The main aim of this research is to assess the impact of user-generated contents from social
media on consumer buying behavior. There are different techniques will be considered in this
investigation for assessing the reliable outcomes. Qualitative research approach will be used
in this research for conducting the direct and face to face interview on the visitor of Coffee
shop in Australia. In this investigation, Hypothesis will be used to assess the relationship
between independent and dependent variables. In business phenomenon, there is the primary
role of a company is to transform the attitude of consumers with respect to products and
services. Simple random sampling technique will be used to choose the sample from a large
number of population. In this research, 75 participants would be selected for conducting the
investigation.
Furthermore, both primary and secondary data collection method will be used for gathering
the information regarding research concern. Moreover, statistical data analysis method will
be used for analyzing the investigation regarding research issues. In this research, different
measures will be taken by an investigator such as using a privacy act, IT techniques, and
passwords for protecting the data. For completing this research, 6 weeks will be required
along with A$3400 will be required for accessing potential resources. Along with this, it is
evaluated that the researcher will publish the data through different newspaper such as the
guardian and Australia.

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Table of Contents
1. Synopsis............................................................................................................................................2
2. Introduction / Background.................................................................................................................4
3. Abbreviations and Acronyms............................................................................................................4
4. Objectives..........................................................................................................................................4
5. Hypothesis.........................................................................................................................................5
6. Study Methodology...........................................................................................................................5
7. Study population................................................................................................................................6
8. Study procedure.................................................................................................................................6
Proposed Outcomes...........................................................................................................................6
Data Collection..................................................................................................................................6
Study timelines..................................................................................................................................7
Risk/benefit.......................................................................................................................................8
9. Statistical Analysis............................................................................................................................8
10. Quality assurance, monitoring & safety...........................................................................................8
11. Ethical Issues...................................................................................................................................8
12. Finance and resource use.................................................................................................................9
13. Dissemination of Results and Publication Policy.............................................................................9
14. References.....................................................................................................................................10
15. Appendices....................................................................................................................................11

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2. Introduction / Background
In the current scenario, consumers get some data through interpersonal sources that may
affect the decision with regards to buying the brand. The investigation issue illustrates the
impact of user-generated contents from social media on consumer buying behavior. The
advertisement commercial and non-personal message builds awareness among consumers
with regards to word of mouth, products or services and brand in which data are transferred
between different consumers. The key role of the company is to alter the behavior of
consumers with respect to products and services. The cause for such performance is
interpersonal sources that are credible and reliable as compared with non-personal and
commercial sources. Therefore, the observation has evaluated that the consumer relies on the
WOM in order to purchase any products with services (Kumar, et. al., 2016).
3. Abbreviations and Acronyms
IT: Information technology
WOM: Word of mouth
SNSs: Social networking sites
4. Objectives
The key aim of this investigation is to assess regarding the impact of user-generated contents
from social media on consumer buying behavior. Following objectives would be used to
complete the main aim of this investigation:
 To assess about the purchases made by customers for different products and services
 To investigate regarding the SNSs user’s view, opinion and social media on consumer
buying behavior of the friends and individuals towards choice of coffee shop in
Melbourne
 To determine hoe logo & brand influences choice of coffee shop
 To determine if coffee brand and logos influence coffee shop

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5. Hypothesis
H0: There is no significant relationship between user-generated contents from social media
and consumer buying behavior for coffee shop brand i.e. Starbuck, Patricia Coffee Brewers
and Brother Baba Budan
H2: There is a significant relationship between user-generated contents from social media and
consumer buying behavior
6. Study Methodology
Type of study
In this research study, mixed research design would be practiced by the research scholar to
achieve the objectives of the investigation, as this technique delivers both conceptual and
practical aspects. Mixed research design would contain the features of both qualitative and
quantitative research design. Qualitative research design would be beneficial for acquiring
conceptual aspects whereas, quantitative research design would contain the feature of
numeric information regarding research issue. For evaluating the responses of research
participants, the subjective questionnaire will be considered. This type of questionnaire
would be practiced to obtain conceptual and numeric information with respect to the impact
of user-generated contents from social media on the purchasing behavior of the customer
(Sigala, 2016).
In this research, the interview method will be carried out on different coffee shop i.e.
Starbuck, Patricia Coffee Brewers and Brother Baba Budan in Australia for assessing the
research issues. Moreover, the sample size for this research would be 100 i.e. suitable sample
sizes because a large number of sample sizes will aid to select different age-group of people
in research (Schivinski, and Dabrowski, 2016).
Research approach and method

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An interview would be performed to analyze the impact of user-generated contents from
social media on consumer buying behavior. Through the interview, the researcher will assess
the factors and the cognitive aspect that is used by customers during the purchasing decision.
The responses of the research candidates will be recorded after the rotation of the
questionnaire (Godey, et. al., 2016). It is also analyzed that for obtaining appropriate
information with respect to the research question, direct and face to face questionnaire will be
an effective approach as it will offer reliable and authentic information (Kim, and Johnson,
2016).
7. Study population
In this research 100 research participants are used as a sample size to conduct a questionnaire.
Maximum research participants are the visitors of a coffee shop in Australia. These
participants were completed the questionnaire between 11 am to 6 pm that is the opening and
closing time of coffee shop i.e. Starbuck, Patricia Coffee Brewers and Brother Baba Budan.
This format of the interview questionnaire is created close-ended because no candidate has
free time to spend on face to face interview technique (Nadeem, et. al., 2015). The research
will focus on the inclusion and exclusion criteria like visitors of the coffee shop will be in
inclusion category and will be in exclusion category. Simple random sampling method of the
sampling techniques would be practiced in this research study. This technique of sampling
decreases the chances of partialities from interview through questionnaire because it provides
similar opportunities to every research participants to share their responses (Dessart,
Veloutsou, and Morgan-Thomas, 2015).
8. Study procedure
Proposed Outcomes
This research will develop the understanding regarding the purchasing process of consumers
towards any products and services. It will also find that social media can have a high impact

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on the consumer buying behavior of the individual. This research will help to understand the
ways of sharing the data from several business operators. It will also help to provide a
medium with respect to the business operator.
Data Collection
For this research, both primary and secondary data collection method will be used for
obtaining the depth information regarding research issue. In this way, primary data will be
collected through interview and secondary data will be collected through different sources
like journal articles, government publications, newspapers, textbooks, and online websites
(Kim, et. al., 2015). The researcher will gather these data from 11 am to 6 pm that is the
opening and closing time of the coffee shop i.e. Starbuck, Patricia Coffee Brewers and
Brother Baba Budan. Demographic data will contain the age, gender and income of visitors
and other potential confounding data will be related to research objectives. There are two
variables such as independent and dependent variable in this research. In this way, the
independent variable would be user-generated contents from social media and the dependent
variable would be consumer buying behavior. The researcher will focus on the privacy and
confidentiality of the researcher to conduct ethical research. They will also secure the storage
of data by using a password in the computer where data will be stored.

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Study timelines
Activity/ Week
1 2 3 4 5 6
Review literature
Develop a research plan
Select research technique
Data collection
Data analysis
Data interpretation
Conclusion
Review
Submission
Risk/benefit
There is risk related to high costs and time, fake result, bias of interview, and privacy risk.
These risks may hamper the result of research.
9. Statistical Analysis
After pooling the investigation, the researcher will assess the data through statistical data
analysis technique. In this way, mean, mode, media and standard deviation will be used to
assess the gathered information. At the same time, the secondary outcome will be assessed
through content analysis. It is stated that statistical methods to be used for assessing the
quantitative information regarding research issues (Nadeem, et. al., 2015).

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10. Quality assurance, monitoring & safety
For quality assurance, monitoring and safety, the researcher will use IT tools such as
password system. These tools would be beneficial for securing the data and provides safety to
employees (Nadeem, et. al., 2015). The researcher will also assure the participants that their
information will not be used in other research and discusses with them about research subject
matter.
11. Ethical Issues
During the research completion, an investigator will use the privacy act for making the
confidentiality of research participants.
12. Finance and resource use
Resources Finance (in A$)
Conducting Market research to assess the
problem of research
300
Obtaining face to face interview in coffee
shop for addressing the background of
research
800
Collecting review of different articles and
buying the articles
600
Detection of limitation in research 400
Pooling feedback from each visitors
regarding interview
700
Assessment of pooled data through feasible
tools
300
Findings of information 200
Submission of report 100
13. Dissemination of Results and Publication Policy
The researcher will disseminate the results and use publication policy such as retail
associations, hospital associations, and Warrenty journals. It would be beneficial for
providing the information through different customers about the impact of social media.

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14. References
Dessart, L., Veloutsou, C. and Morgan-Thomas, A., 2015. Consumer engagement in online
brand communities: a social media perspective. Journal of Product & Brand Management,
24(1), pp.28-42.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Kim, A.J. and Johnson, K.K., 2016. Power of consumers using social media: Examining the
influences of brand-related user-generated content on Facebook. Computers in Human
Behavior, 58, pp.98-108.
Kim, W.G., Lim, H. and Brymer, R.A., 2015. The effectiveness of managing social media on
hotel performance. International Journal of Hospitality Management, 44, pp.165-171.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P.K., 2016. From social
to sale: The effects of firm-generated content in social media on customer behavior. Journal
of Marketing, 80(1), pp.7-25.
Nadeem, W., Andreini, D., Salo, J., and Laukkanen, T., 2015. Engaging consumers online
through websites and social media: A gender study of Italian Generation Y clothing
consumers. International Journal of Information Management, 35(4), pp.432-442.
Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on
consumer perceptions of brands. Journal of Marketing Communications, 22(2), pp.189-214.
Sigala, M., 2016. Introduction to Part 1. In Social Media in Travel, Tourism, and Hospitality
(pp. 29-32). UK: Routledge.

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15. Appendices
Exhibit 1: Timeline
Activity/ Week
1 2 3 4 5 6
Review literature
Develop a research plan
Select research technique
Data collection
Data analysis
Data interpretation
Conclusion
Review
Submission
Exhibit 2: Finance and resource use
Resources Finance (in A$)
Conducting Market research to assess the
problem of research
300

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Obtaining face to face interview in a coffee
shop for addressing the background of
research
800
Collecting review of different articles and
buying the articles
600
Detection of limitation in research 400
Pooling feedback from each visitors
regarding the interview
700
Assessment of pooled data through feasible
tools
300
Findings of information 200
Submission of report 100