This report investigates the impact of social media on consumer buying behavior within the UK retailing sector, focusing on Wilko as a case study. The research explores the role of social media in influencing purchasing decisions, examining concepts, importance, challenges, and strategies for improvement. The report includes a literature review analyzing various authors' perspectives on social media's influence on buying behavior, along with an overview of research methodologies employed, including qualitative and quantitative methods, research approaches, and data collection methods. The study aims to identify the impact of social media on customer attraction, brand recommendations, and consumer purchasing decisions within the retail sector. The report also considers research ethics, reliability, and validity, providing a comprehensive analysis of the topic. The report also highlights the importance of social media for businesses, customer engagement, and the overall growth of the retail sector.
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