This research proposal investigates the significant impact of social media on consumer behavior, particularly within the retail industry, using Sainsbury's as a case study. It explores the evolution of social media's influence, from initial connectivity to its current role in shaping consumer decisions. The study aims to determine the extent of social media's impact, identify key strategies for enhancing consumer experience, and analyze the challenges faced by businesses like Sainsbury's in leveraging social media effectively. The research delves into how social media influences consumer decision-making, the various ways it shapes consumer behavior, and the strategies employed to improve consumer experience. It also addresses the challenges organizations face in utilizing social media, such as maintaining brand image and navigating the complexities of online interactions. The methodology includes a literature review, examining the existing body of knowledge, and the proposal outlines the importance of the research, its justification, and the ethical considerations involved.
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