How Facebook Ads Affect Millennial Sports Wear Purchases at JD Sports

This report investigates the impact of Facebook advertising on the purchasing behavior of millennials, specifically focusing on their sports wear acquisitions from JD Sports. The study delves into various aspects of online advertising, including its effectiveness, influence on consumer decisions, and the role of social media platforms like Facebook in shaping buying patterns. A comprehensive literature review explores existing research on online advertisement, consumer behavior, and the strategies companies employ to leverage social media for marketing purposes. The research examines factors such as impulse buying, the influence of friends' recommendations, and the impact of visual merchandising on consumer choices. The report also considers the role of demographic factors and risk perception in influencing millennial buying decisions. Furthermore, the report analyzes the use of Facebook events, offers, discounts, and customer relationship management (CRM) initiatives to understand how these strategies affect consumer behavior. The conclusion summarizes the findings, highlighting the critical role of Facebook advertising in influencing millennial buying behavior and suggesting effective marketing strategies for JD Sports to enhance sales and customer engagement.

How does Facebook advertise
affect millennial buying
behaviour to buy sports wear
from JD Sports

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
Literature Review.........................................................................................................................3
TASK 2............................................................................................................................................9
RESEARCH TITLE : How Facebook advertise affect millennial buying behavior to buy sports
wear from JD Sports .......................................................................................................................9
Research aim :Analyzing the way Facebook advertise effect millennial buying behavior to buy
sports wear – A study on JD sports STO.........................................................................................9
Research objectives: .......................................................................................................................9
To analyze the way Facebook influence customer decisions to buy sports products online...........9
RESEARCH QUESTIONS :........................................................................................................10
Problem statement : ...................................................................................................................10
Rationale for Selecting the topic................................................................................................10
RESEARCH METHODOLOGY ..................................................................................................11
DATA ANALYSIS........................................................................................................................14
CONCLUSION :............................................................................................................................19
ETHICS, RELIABILITY AND VALIDITY. ...............................................................................19
GANTT CHART...........................................................................................................................19
REFERENCES..............................................................................................................................23

INTRODUCTION
In present scenario, development in technology has taken place. The advancement in
technology has bought both opportunities and challenges for the companies. It has brought the
drastic improvement in business activities. In addition to this, rapid growth is technology has
brought big transformation in the way companies interact with their clients. Now Nowadays,
many organizations utilities digital technology for promoting goods and services. Social media
platform has been utilized by an organization for facilitating communication with clients and
informing them about the products or services offered. Facebook or other social media sites are
used by business entities for promoting products or service, as this is the platform there are
millions of active users and companies get an ease in reaching to the target audience. Use of
effective platform for marketing or promotional activities is very essential in context of
influencing customers to buy specific products or services.
The present report have focus on analyzing the way Facebook advertise effect millennial
buying behavior to buy sports wear from JD sports STO. Study will also include some strategies
which can be utilized by business entity for getting better results of utilizing social media sites
such as Facebook for promoting products or services.
TASK 1
Literature Review
As per the view of Chung, Moriuchi and Ganesan, (2018) , who stated that social media
marketing can be defined as an effective tool as well as practices executed by an organization for
identifying as well as analyzing conversations. According to author Ansary and Frost (2003),
online advertisement can be defined as non-personal communication by companies for
promoting goods or services. The author Goldsmith & Lafferty (2012), states that objective of
online advertisement by an organization is to change the perception of people about the brand
and advertisement. As per the perception of (2012) Facebook Pages serve as commercial tools.
Once a marketing manager in an organization make a Facebook Page they can then create
advertisement to display on Facebook. According to the perception of Lavacry, (2018), higher
level of buying impulsiveness is linked to a greater sense of pleasure experienced from the
purchase. The authors Molinillo,Liébana-Cabanillas and Buhalis, D., (2018),states that In
consumption, consumers pass through different stages that put together form the consumer’s
purchasing decision-making process. As per the view Rook (2013) who states that impulse

buying can be referred to as customer tendency to buy specific good without planning. The
author also has said that environment is the factor which influence an individual to purchase
particular item. As per the report of marketing science institute, approximately one third is the
proportion of unplanned purchases made by customers online. According to the record of
Facebook (2013) there are approximately fifty percents of user who log into Facebook page on
daily basis. As per the view of bielch (2012) who states that there are basically three components
these are cognitive, behavioral and affectionate components which has direct influence on
buying behavior of an individual. According to the opinion of Lavidge and Steiner (2012) who
believes that firm can increase its sales by using Facebook for advertising their products or
services. The author Chandra (2012) perceives that advertising is the investment through which
long term benefits can be achieved by an organization. As per the research conducted by Safko
(2010) social media advertising aided the purchase decision and resulted in more competitive
prices, but held unfavourable attitudes in terms of various cognitive components. The author
Powers et.al, (2012) has shown his consent with the statement that use of social media sites by
companies have direct as well as significant influence on buying behavior of customers. The
study conducted by Nail (2012) has shown result that approximately eighty five percent of
customers wants than organizations should communicate with them by utilizing social media
platform.
As per the view of Kim(2011), retailers earn more web sales when shoppers share
products on social networks and via e-mail. According to the opinion of Funches, & Fox, (2011)
user gratifications for using Facebook include social interaction. The author Dawson (2010)
states that friends recommendations and comments related to the products are the two important
factors which have direct as well as significant influence on making online purchase of sports
decision by customers. As per the view of (Lin, Dahl and Argo, 2017) there are many people
still get easily influenced by traditional shopping tools such as circulars and store advertisements.
It is very much essential for JD sports to implement digital solutions, as traditional media are
less relevant to people or customers belonging to new generations.
According to the perception of (Lima, 2017) there few factors such as percentage-off
promotions and gift ideas are some factors which influence customer to make impulsive online
purchase of sports items. As per the opinion of (Alalwan, 2018) special sale price on online
purchase is the factor which have direct as well as great effect on purchasing decision of an

individual. The author also states that these are the variables which inspire people to make
frequent purchase of specific product. In addition to this research conducted by author (Chan,
Chan and Tang, 2017) reveals that unavailability of specific item in the market is the main
component which encourages people to make online purchase.
According to the view of (Cvach, Kahsay and Shamoun, 2018), Visual merchandising is
important factor which have great influence on people purchasing decision. The author also
stated that companies can show visual appearance of products by using social media sites, as this
will help firm in attracting more number of customers. As per the opinion of (Soh, Rezaei and
Gu, 2017), there are some variables such as mood, social status, availability of money and time,
past online shopping experience have significant influence on customers decision related to
making purchase of sports or other products online.
The research conducted by author (Smith, Stavros and Westberg, 2017) reveals that by
utilizing the Facebook advertisement, business entities can engage customer in business even
after purchase of goods made by client. As per the view of Yadav et al. (2013) who stated that
social factors have direct as well as great effect on buying decision of customer in context of
computer-mediated social environments. According to the opinion of Edwards (2011) who
perceives that business entities which uses Facebook or other social media sites for promoting
goods enhanced the elements of the purchase funnel such as awareness, consideration and
purchase.
The author Carrillat et al. (2014) has provided suggestion that marketing manager in an
organization should prepare an effect Facebook messages, as this factor have great effect on the
purchasing decision of customers. As per the view of Punj (2011) Facebook advertisement
strategy used by companies have direct as significant and positive effect on the buying decision
of millennial. According to the perception of Maxwell (2013) marketing communication through
Facebook or other social media side has adverse effect on the buying decision as well as
behavior of customers. The author Goldstruck, (2013) has stated that Facebook advertisement
assist people in making buying decisions. Research conducted by author Ruane and Wallace
(2013) on same topic reveals that Facebook advertisement produces favorable behavioral
attitudinal responses among Millennial women. According to the view of Punj (2011) who states
that demographic factor have influence on buying decision of millennial to a great extent. As per

the perception of Wang and Sun (2010), who states that the only variable which have direct
effect on purchasing decision of millennial are ethnic factors.
According to the belief of (Badaoui, Lebrun and Bouchet, 2018.), online retailing inspire
urge of purchasing, as consumers are able to search and react more easily than when in store
shopping to their changing moods. As per the perception of (De Mooij, 2018)impulse buying
behavior dominates online purchases of sensory products. The author Parboteeah, and Valacich
(2011) states that there are mainly two factors these are quality of website and customer inherent
impulsiveness have great influence on shopper buying decisions. As per the view of (Pedersen,
2017) atmospheric variables provide consumers with information about the retailer and
encourages customer to visit particular website for making purchase of specific product. The
study conducted by scholar Barbosa, Filipand Simões, (2018) reveals that the important
dimensions due which people use social media platform such as Facebook are social interaction
which influences purchasing decision of people. According to the opinion of (Lima and
Pacheco, (2018) These social factors on Facebook may also act as impulse cues to drive sales. As
per the view of Oliveira, (2017) comments and likes related to the products have great influence
on intention of purchasing specific products by customers.
The author states Molinillo, Liébana-Cabanillas and Buhalis, (2018) that Facebook page is an
online medium that can capture consumer opinions about the different products or services
offered by an organization.
As per the view of Adnan, Ahmad and Khan, (2017) by utilizing the Facebook or other
social media sites business entities can gather information related to existing customer group,
this marketing strategy will assist firm in increasing Customer Relationship Management
initiatives. According to the opinion of Gustin (2012) who stated that advertisement through
Facebook is considered to be effective., as it enables companies to establish their marketing
objectives and pay for ads in per-determined increments.
According to the view of () Facebook events allows facebook users to receive messages
to their Facebook inboxes and to see updates in their Newsfeeds which are very helpful for them
in context of making buying decision. The author Risitano, Sorrentino and Quintano, (2017) has
noticed that many of the companies such as JD sports uses social media sites like Facebook for
informing people about the upcoming offers , discounts and for influencing people to buy
specific product. As per the perception of Costaand Coelho do Vale, (2018) consumers prefer

being a part of community as opposed to being the target of a marketing campaign. According to
the opinion of Lennon (2000), who has stated that perceived amounts of information on risks has
direct as well as significant influence on decision related to buying online product by customers
from specific websites. The author have stated that more involved the decision-making
procedure for a product, the greater the effect of perceived risk in the choice of purchase by an
individual. Risk is the only factor due to which many of people in the society avoid making
online purchase of goods, this is the reason due to which customer prefer to make purchase from
stores.
As per the view of Eklöf, Elfqvist and Blohmé,(2017), Facebook advertisement provides
company an ease in identifying the needs and demands of customers. The author also stated that
by using the Facebook an organization can share ideas with people and can get to know about the
perception of customers about new products or business policies. According to the opinion of
Mazzucchelli, Chierici, R., and Pederzoli, (2018), Facebook is an effective marketing platform
through with JD sports can communicate with customers and can develop strong network which
is very much important for expansion of business. The author also perceives that the main
benefit derived from using Facebook for advertising is the site’s growth.
According to the view of Adugu, (2017), Facebook has enabled customers to make
comparison between products and services of two companies which further influences an
individual decision to buy goods from specific organization. As per the opinion of Nilsson
Angelstedt and Friberg Spetz ,(2017), Communication channels such as Facebook provides
customers with informational value which has direct as well as significant influence on buying
behavior of customers. The author also states that informational values provided by firm through
Facebook advertisement motivates people to gather the information about the products or
company and share same with friends, relatives. According to the view of Grafström, Jakobsson
and Wiede, (2017), Millennials are not only technologically savvy but are also excellent at multi-
tasking and visiting with friends on multiple social networks. The author also states that Social
networks can be connected to an optimistic affiliation providing instrumental value that helps
customers in making decisions about the products they want to buy from specific organization.
The author has also said that Instrumental value gives users a sense of participation and assists
them in reaching their set objectives.

According to the opinion of Dahiya and Gayatri, (2017), retailing companies such as JD
sports utilities consumers’ friends on Facebook by posting their recent purchases with the
purpose of positively influencing an individual to buy products or services from company. As
per the research conducted by author () which results reveals that there has been great rise in on-
line purchase by customers. It has been analyses from the report provided by scholar that online
purchases are made by those customers those who values convenience and time saving.
According to the view of Mazzucchelli, Chierici and Pederzoli, (2018), customers or
person shopping orientation is the main factor which determines whether an individual will use
internet for shopping. As per the opinion ofadav and Rahman, (2017) , consumers lifestyle and
activities are the two factors which influence them to make online purchase. The author also
states that Social networking sites reach consumers with a variety of shopping orientations and
capitalize on their needs while increasing awareness and sales. For instance, JD sports effectively
utilities social networking sites for promoting products as well as an organization has
successfully engaged customers. In addition to this, JD sports has by utilizing social media sites
has successfully promoted social messages which has helped business entity in increasing sales
and profitability. According to the view of Dahiyaand Gayatri,(2018), Social networking sites
assist retailers and manufacturers by developing an advertising awareness which best matches
their target customer group. As per the opinion of Llopis-Amorós, Gil-Sauraand Molina, (2018),
Social advertising has been deemed more trustworthy by users because the information is
coming from a “friend” and users are more likely to pay attention.
The authors state that there are ten types of advertisements on Facebook these are social
ads, page ads to drive the customer to a page, website ads, video ads, application comment ads,
gift ads, and Hybrid ads only sold by the Facebook team., this the reason JD sports is utilizing
Facebook for advertisement. As per the research conducted by which reveals that millennial
customers mostly prefer products which are supported by celebrities. According to the view of
Zheng and Mason, (2018), Most consumers research products on-line before they buy. The
internet has become a useful tool for performing research and allowing consumers to get
sufficient information about product or services before making any purchase decision. As per the
view of author Nilsson Angelstedt, and Friberg Spetz, (2017), Millennials in this study were
likely to follow the trends started by close friends or celebrities. The author (), has stated that
word-of-mouth appears even more important than before in the influence of consumers’

purchasing decision-making procedure. As per the view of Garaus, (2018), social media such as
Facebook carry and spread word-of-mouth between millions of users, like none of the other
channels have been able to do. According to the perception of Grafström, Jakobsson and Wiede,
(2018), online communities have more and more influence on consumers’ purchasing decision-
making. The author states that Rossi and Krey, (2017), by utilizing the social media sites such as
Facebook, customers can have access to wide range of tools and they can easily consult with
experts or friends before making online purchase of products, this is which influence people to
buy online products.
According to the opinion of Griffiths, (2018), These possibilities offered by Social Media
seem to be influential at the Information Search stage of the customer decision making procedure
related to buying specific products from particular organization.
TASK 2
RESEARCH TITLE : How Facebook advertise affect millennial buying behaviour to
buy sports wear from JD Sports
Research aim :Analysing the way Facebook advertise effect millennials buying behaviour to
buy sports wear – A study on JD sports STO.
Research objectives:
 To develop the understanding about social media advertisement and to identify the use of
Facebook by companies for marketing activities.
To analyse the way Facebook influence customer decisions to buy sports products online.
 To develop the factors which encourages the customer to make purchase of sports goods
online.
 To analyze the effectiveness of Facebook advertisement in context of influencing
customer to buy products or services offered by an organization
 To determine the behavior of customers towards Facebook advertisement by JD sports.
 To suggest the tactics which can be used to improve digital marketing strategy.
 To recommend the techniques which can be implemented by JD sports for encouraging
making online purchase of sports products.

RESEARCH QUESTIONS :
1. Does Facebook advertisement by JD sports have an effect on intention-to-purchase
among Millennials?
2. How does Facebook advertisement influence millennial decision related to the buying
sports products online?
3. What influence Facebook advertisement have on purchase decision of Millennia ls?
Problem statement :
Mainly retail companies such as JD sports expects that their Facebook marketing strategy
will help them in attracting customers and will help in increasing sales. It is required by business
entity to develop an effective marketing messages, as this will assist an organization in
accomplishing desired objectives. Making Facebook containing enticing words might assist an
enterprise in attracting more of customers. By utilizing social media sites, business entity can
provide different services to customers. Social media provides firm an ease in generating brad
awareness and helps in promoting goods or services to wide number of customers.
It is very much important for marketing manager in JD sports Company to develop
understanding about the messages which should be posted on social media, as this strategy will
help firm in connecting with people. Connecting with the Facebook user is very much crucial in
context of gaining high rate of return on money as well as time invested in implementation of
digital marketing strategy.
Rationale for Selecting the topic
In context of online shopping, there are various factors such as price, visual elements,
and many other variables have great influence on purchasing decision of customers. In present
study, scholar wants to developing the understanding about the way Facebook can entice online
shoppers to purchase products they might not purchase otherwise. Main reason for selecting the
specific research topic is that scholar have interest in gaining knowledge about Millennials’
future consumer behavior. It is important for company to develop understanding about future
consumer behavior, as it will help firm in formulating promotional plans for attracting targeted
customer group. In addition to this, it is essential for business entity to develop understanding
about the factors which encourages people to make online purchase. Researcher also intends to
analyze the influence of Facebook advertising behavioral attitudes among Millennial users.

Another important reason for selecting the particular topic for research is that many of social
media sites such as Facebook attracting people.
RESEARCH METHODOLOGY
Research methodology includes the detail about various approaches, techniques,
philosophies used by investigator for facilitating the investigation in systematic manner.
Selection of an appropriate method for executing the research is very much important, as this
factor have direct as well as significant effect on results. The various methods which will be
utilized by scholar in present study are :
Research approach : It is recognized as a plan which consists of different assumptions about
the methods or techniques which can be utilized by scholar for collecting information about
topic. Research approach is completely based on the problem which has been found during
investigation procedure. There are two different approaches for gathering of information and
analyzing data. The two approaches which can be used for data collection are quantitative and
qualitative. In present study, considering the research problem, investigator will use both
qualitative and quantitative research approach for gathering information.
The approaches which can be utilized for data analysis are inductive and deductive. In
present investigation, researcher will implement both inductive and deductive approaches. It is
very much crucial for scholar to maintain consistency between research methods, as this strategy
will help them in producing effective results (Fletcher, 2017). Deductive research approach has
been used in present investigation as it enables the research to reason from generic to specific. It
also enables scholar to develop theoretical framework and test it in order to reach conclusion.
Research type :There are basically three types of research type these are qualitative,
quantitative. Qualitative research includes non-quantitative type of analysis. It involves various
activities such as collection, analysis and interpretation of information. Qualitative research can
be refereed to as description of things. It is considered to be as more subjective. By utilizing the
qualitative research type scholar can accumulate data by conducting in depth interview with
participants.
Quantitative research type is completely based on numeric figures. The purpose of
quantitative research type is to help researcher in measuring he quantity or amount and compares
it with past records and tries to project for future period. By utilizing the quantitative research

type in present study, researcher can easily analyze the firm sale and can compared it with past
year. This type of research will assist investigator in determining the benefits of using Facebook
advertisement. By utilizing the quantitative research type, investigator can easily analyze the
influence that Facebook advertisement have on the customer decision making. Cost benefit
analysis technique can be implemented in order to determine the advantages of implementing
digital marketing strategy (Humphries, 2017). In present investigation, considering the problem
scholar will use both qualitative and quantitative research design. Qualitative research design
has been selected for present study as emphasis on the methods used to collect or generate data.
It assists scholar in developing the in-depth understanding about the phenomenon.
Research philosophies: It can be referred to as beliefs and assumptions about the method or
technique through with information related to the specific topic can be gathered. Each phase in
investigation process is based on assumptions about the sources and the nature of knowledge.
Research philosophy represent the assumptions which are made by scholar while implementing
the various research methods. Research philosophies can be categorized into following these are
positivism, realism, pragmatism and Interpretative. The selection of research philosophies is
directly as well as significantly influenced by practical implications. In present investigation,
scholar will use realism research philosophy, as this research philosophy has been selected as it
relies on the idea of independence of reality from the human mind.
Research design : This is basically considered to be as a strategy which will be implemented by
researcher in order to conduct investigation procedure in systematic manner. It is very important
for scholar to prepare problem statement and based on the issue select research design. Research
design can be categorized basically into three groups these are exploratory, explanatory and
conclusive (Bresler and Stake, 2017). The vital elements of research design includes,
investigation methods as well as strategies related to gathering of information and data analysis.
In present investigation, scholar will use conclusive research design, as this will help scholar in
selecting a course of action. It will also assist researcher in conducting the in detailed investigation on the topic.
Conclusive research design will support scholar in clearly identifying the requirement o f information.
Data collection : It is considered to be as crucial activity, as without the facts and figure no
conclusion can be drawn. If there is no collection of information then research will have no
sense. There are mainly two sources these are primary and secondary from where the
information can be gathered by researcher. In present investigation on topic analyzing the way