Impact of User-Generated Content on Consumer Buying Behavior

Running head: MARKETING RESEARCH ESSENTIALS

MARKETING RESEARCH ESSENTIALS 2
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.

MARKETING RESEARCH ESSENTIALS 3
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

MARKETING RESEARCH ESSENTIALS 4
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