A Study on Next Plc: Social Media Marketing and Consumer Behaviour

This report investigates the influence of social media marketing on consumer buying behavior, specifically focusing on Next Plc. It begins with an introduction outlining the background, aim, objectives, research questions, and rationale for the study. A comprehensive literature review explores definitions and conceptualizations of social media marketing and consumer buying behavior, drawing on various academic sources. The main body delves into the components influencing consumer buying behavior in online shopping and analyzes the impact of social media marketing on Next Plc's consumer objectives. The research methodology section details the research philosophy, approach, data collection methods, sampling, and data analysis techniques employed. The report concludes with a summary of findings, a discussion of ethical considerations, and an assessment of reliability and validity, followed by a time plan and references.

Impact of social media marketing
on consumer buying behaviour: A
study on Next Plc
1

TABLE OF CONTENTS
INTRODUCTION.....................................................................................................................................3
Topic.....................................................................................................................................................3
Background...........................................................................................................................................3
Aim.......................................................................................................................................................3
Objectives.............................................................................................................................................3
Research Questions...............................................................................................................................4
Rationale...............................................................................................................................................4
Literature review .......................................................................................................................................5
Introduction ..........................................................................................................................................5
Definitions.............................................................................................................................................5
Main Body ...........................................................................................................................................5
Conclusion .........................................................................................................................................10
Research methodology ...........................................................................................................................12
Introduction ........................................................................................................................................12
Research philosophy...........................................................................................................................12
Research approach..............................................................................................................................12
Data collection method.......................................................................................................................13
Sampling approach..............................................................................................................................14
Data analysis techniques.....................................................................................................................14
Ethical issues ......................................................................................................................................15
Reliability and validity .......................................................................................................................15
Time plan ...........................................................................................................................................16
Conclusion .........................................................................................................................................17
REFERENCE .........................................................................................................................................18
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INTRODUCTION
Topic
To Examine the Effect of Social Media Merchandising on User Purchasing Behavior: A Survey on
Next Plc
Background
Shopping trends in UK market has changed in diverse manner so that business organizations are
focusing on diverse marketing tactics to attract more customers towards products and services. Social
media marketing is one of most commonly used marketing technique that enhances the business
opportunities in diverse manner. With an improved focus on social media tools the business
organisations are attaining better growth with significant rate all over the world as well as UK (Brown,
Broderick. and Lee, 2007). Customer buying behaviour is considered as a key perception of a customer
while purchasing a product or service. It depends on lifestyle of people so it is essential for business
firms to consider this factor as critical aspect. Social media marketing conceptualization determines the
effective growth and development of the business concern into the market. Beside this, social media
marketing determine the entire operational activities of a retail firms. Therefore, the present study is
going to examine the influence of social media marketing on consumer buying behaviour with
reference to business operations and marketing tactics of Next Plc.
Number of changes has been spotted in shopping trends so that business organization has
started using social media tools to promote products and services in an effective manner. Customers’
needs and perception can be differ as per nature or culture of individual (Chaffey. and et. al., 2009).
Therefore, this report discuss about the respective behavioural aspect of the individual which is
associated with purchasing of several product and services for accessing the services of Next Plc.
Social media marketing approach is playing a significant role in growth of retail sector in all overall
the world. It means with an assistance of social media tools the organisations can impact business
success and customer perception. In this regard, the investigation focuses on the use of various social
media tools by retail sector and its impact on the social perception while making decision regarding
purchase of products and services.
Aim
Key purpose of current study is to determine its influence over the of societal media
merchandising to the consumer buying behaviour. Therefore a UK's leading retail organization Next
Plc has been considered.
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Objectives
To determine the conceptualization of social media marking and consumer buying behaviour.
 To examine the components influencing consumer buying behaviour in online shopping.
 Analysing the effect of societal media marketing over the consumer buying objectives for Next
Plc.
 To explore diverse social media tools and sites that are can be used by Next Plc to promote its
products and services.
Research Questions
 Define the various elements which are associated with the purchasing of the individual through
electronic portals.
 Explain the functioning of the Social Media in the buying behaviour of customers?
 What kind of social media tools can be used by Next Plc to promote its products and services?
 How social media impacts the buying behaviour of Next Plc customer's?
Rationale
Globalization is impacting the operational activities of every organisation as it has increased the
competition level among domestic and international companies. Most of countries are considering it as
a significant element of economic growth but various issues has also been identified with context to
globalization. To deal with the globalization content business organisations are focusing on various
marketing techniques such as social media marketing (Chu and Kim, 2011). It plays important role in
order to increase awareness of different products and services among target consumers. Social
perception is also differed among customers due to differences in cultural aspects. Moreover, number
of studies has been conducted in context to social media but previous research has not identified that
relation between social media marketing and customer buying behaviour.
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LITERATURE REVIEW
Introduction
It is an important section of study in which researcher is carried out the evaluation of wide
range of theoretical data which have been collected through several secondary sources such as books,
journals, past studies and various online studies. The present study is organized to examine the
influence of social media marketing on consumer buying behaviour with reference to marketing
operations of Next Plc (Constantinides, 2004). In this context, researcher evaluates wide range of
secondary data that determines the behaviour of consumers in different situations. In addition to that it
also examines the roles of social media for influencing the purchase decisions of people.
Definitions
According to Harridge-March (2009), “ Social media is termed as a combination of computer
and internet based tools that provides significant support to different individuals or companies in order
to create, share, or exchange information that are associated with personal interest, opinion, and
pictures or visual communication in realistic gathering.”
Pfeffermann and Hulsmann (2011) defined that Social media is considered as a very effective cluster
which consist of the different online communications channels which are devoted to gathering,
conversation, exchange and cooperation.
As per the viewpoint of Thomas and Housden (2011), “Consumer buying behaviour is defined
as a mixture of buyer's knowledge, taste, purpose, and judgement point that is affecting buyer's action
at the retail store for buying the inventories.”
Main Body
Conceptualization of social media marketing and consumer buying behaviour
In the contemporary era, social media is identified as great platform that provides significant
platform through various individuals and companies are able to share their opinion, pictures and
constant on various internet based social communities such as Facebook, Twitter, Youtube etc. In this
context, the research of Evans, (2013) has evaluated that that the importance of social media marketing
programs is significantly emerged in current business era because companies are facing tough
competition with various organizations and their product. In this context, the approach of social media
marketing has found very effective in order to create distinct image of product. The term social media
promotion is mainly based certain efforts that are carried out by different companies for creation of
appropriate content through which organization is able to bring into the knowledge of the individual
with the help of these networks(Evans, 2013). This process generates several positive outcomes for
company that are in the form of electronic word of mouth (eWoM) which is termed as any content
customers share information with the help of Internet and its sources which are web sites, social
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networks, instant messages, etc. related to certain event, product, and service along with brand. Author
further argued that wide range of social media platforms are playing most crucial role during
promotion of different product and services along with creation electronic word of mouth marketing.
When the underlying communication is the mean through which information spreads from user to user
thus it gains extra tending of users because it seems to come from a trustworthy and third-party source
so as it is also termed as earned media rather than paid media. Flew, (2005) has stated that Social
media has become a platform in present business era because it is managed through internet that is
easily accessible to anyone. In addition to that increased communication for organizations provides an
opportunity to management in order to brand awareness as well as reinforced client work. In addition,
societal media function as a comparatively low-budget platform for social group through which
business entity is able to manage wide range of marketing campaign within less cost that saves
expenditures of organization on different marketing channels (Morteza, 2011).
The study of Zhang and et.al. (2011) has found some important elements that are creating huge
impact on the success of different channels of social media marketing. In the regard, the law of
listening is identified as a most important term while controlling different element social media.
According to this concept, the management of an organization has to follow the term that is more
listening and less talking. In this process, managers require to examine the views of target audience’s
or online content and join discussions as per the marketing objective. Author further described that
primary objective of marketing manager is to frame the belief in their mind to add on value in their
standards (Fowler, 2009). In addition to that marketers need to systematically create content and take
part in talk differently through which the online followers can be volatile and they won’t pause to
change their topic of online conversation if management does not publish their content regularly.
As per the study of Hill and Moran (2011) it has addressed that the success of an organization is
greatly depending perception of consumers and their attitude towards particular firm along with their
products that creates huge effect on purchase determination of masses during choosing various
merchandise and services as per the distinct requirements. Therefore, assessment of consumer buying
behaviour is played most important role in various management decisions. In this context, Golafshani
(2003) stated that the Consumer behaviour is the termed as study of how individual customers, group
of consumers or organizations select, buy, use different kinds of goods, and services for satisfying
their needs and wants. This element also examines the actions of the consumers in the marketplace
along with objectives of those actions. In this process, marketers in particular organization make effort
by understanding some certain elements that influence consumers in order to buy particular goods and
services. On the basis of this investigation, managers to top companies are able to examine demand of
different products and services (Jonker and Pennink, 2010). Furthermore, this approach assists
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manager in development of new products and determination of appropriate features of particular
products as per the distinct requirements of consumers. The research of Kaplan and Haenlein (2010)
has found that the investigation of consumer behaviour is carried out with reference to some certain
assumptions in which it has been assumed that that the consumers are addressed as key actors in the
marketplace. In this context, the perspective of role theory assumes that consumers is a most critical
and important element of marketplace. This is because it is acting as provider of information provider,
user of different goods and services. Furthermore, buying behaviour of consumers play these roles in
the decision process within an organization related to new product development, selection of different
marketing channels etc (Kaufman and et. al., 2012). These entire elements are playing important role in
evaluation of perception of people in different business situations.
Components influencing consumer buying behaviour in online shopping
The research of Lenhart and et. al (2010) has found that the increase in number of internet users
have developed several opportunities to retail companies in order to expand business through various
internet based channels such as online shopping stores and various other websites. Author further
argued that personal characteristics of an individual have been addressed as most important elements
that influence purchase decisions of an individual during online shopping activities (Maignan and
Ferrell, 2004). In this context, personal characteristics include internet knowledge, need specificity as
well as cultural environment which specify the attitude related the online shopping and behaviour
along with purchase decisions. Furthermore, McCormick and Livett (2012) has examined that
customers who purchase different kind of product and services through different internet stores
regularly are much suitability-oriented rather than making the choices. The buyer always consider
suitability as crucial component during shopping because they are time-constrained and do not pay
extra attention for buying different products without touching or feeling.
As per the views of Ngai, Tao and Moon (2015) it can be state that service factors are playing
important and crucial role for influencing online shopping attitudes and behaviour. It includes customer
communication channels through which consumers are able to establish contact with vendor and
response to customer needs. Apart from that reliability of the purchasing, reasonableness of orders
along with ready and waiting time with availability of personalized services have been addressed as
most important elements that influence behaviour of consumers. The investigation of Oswell (2008)
has found that website design features are also affecting customer's attitude and perception while
carrying out online shopping. These attributes are considered as the hygiene and motivator factors that
contribute to user acceptance and gratification with a website. In this context, Hygiene factors include
functionality and serviceability of website and whose absence could be cause user dissatisfaction (Li
and Zhang, 2016). It consists several elements that plays important role to encourage perception of
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people such as Privacy and Security, Technical Aspect, Navigation as well as Information Content. In
the contrary, Motivator components increase the worth of the website by contributing to user
satisfaction. It includes pleasure, user authorization by offering a feature of product comparison. In
addition to that visual appearance such as graphics and design along with pictures of different products
and services and organization of information content which are distinct product range that assist
consumers during purchase decision through online shopping stores (Baer, 2016).
As per the research of Wang, Yu and Wei(2012) it has found that online shopping decision-
making are mainly taken by consumers by considering some important stages that consider data
seeking, examination of option along with decision making. The results relatedness determines the
purchasing of the product and services as per the consumers purchasing behaviour. Further, it also
creates significant impact on satisfaction level of users. Author further argued that big online stores are
less effective as compared to small online stores in converting site traffic into sales. This is because
consumers are facing several issues for assessment of right products as per their needs on big online
stores. Author further argued that the primary objective of an online retail store is to provide
appropriate information related to price and features of products through which business entity can
reduce consumers search cost (Evans, 2013). Therefore, it can be state that if an organization is
offering more extensive and high quality information on different online platforms, consumers are able
to take appropriate purchase decision along with higher level of consumer satisfaction (Perea y
Monsuwé, Dellaert and De Ruyter, 2004). In this context, online retail outlets are offering different
kinds of hyperlinks through which companies are able to provide more extensive information related to
products such as pricing of products, comparison with other products, product reviews and etc. All
these elements are playing important in order to change perception of people while carrying out online
shopping.
Impact of social media marketing on consumer buying behaviour
The investigation Ngai, Tao and Moon (2015) has determined that the increase in number of
smart phone user has led significant impact on the shopping practices. In this context, it has been
addressed that android phone users turn to their phones to shop in which most of the smart phone users
are carrying out detail assessment of reviews and recommendations from a number of sources to help
them make their buying decisions. Therefore, societal media is identified as a most important element
through with consumers is able to evaluate perceptual experience of other people just about particular
product and services. On the basis of this information, consumers can take appropriate decision in
order to purchase certain goods and services (Saravanakumar and SuganthaLakshmi, 2012). It is
evaluated that social media supports business entity in order to spread information about their product
and its features. In addition to that retail organization also offers appropriate information related to
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address of retail outlet, mode of purchase and after sales services so as people are able take purchase
decision without any difficulties.
The study of Stokes and Lomax (2002) has derived that shoppers use social media as an
important tools to search for deals. In the context, it has found that there has been significant changed
are addressed in shopping behaviour in response to social media content so as management of
different companies have to adopt these platforms to promote different products and services through
which overall sales is also increased by influencing perception of consumers. Further studies have
found that social media is addressed as great an best tool through which retail companies are promotion
wide range of products and offering special deals through different discount coupons along with
special offers so as organization is able to win long term loyalty of customers (Tuten, 2008). In this
process, different channels of social media provide opportunities to retail in order to establish direct
communication with target consumers through Facebook, Twitter, Youtube etc. By assessing quires and
responses of consumers, companies implements changes in business system along with quality of
different products that enhances satisfaction level of consumers which is termed as a most important
element of customer purchasing process.
The research of Van Dolen and et. al., (2002) has found that social media is identified as an
important platform of market research through which different organizations are able to take feedback
and perception of consumers while managing different activities related to new product development.
In this process, management of retail tries to identify appropriate information about the interest,
preferences and demographics of target consumers while handling different activities related to new
product development. By examining wide range of data that have collected through customer survey
on social media, management of retail firm are able to take wide range of strategic decision associated
with pricing, marketing and promotion, selection of target consumers etc. so as target consumers are
encouraged through new product of retail firm like Next Plc (Van Slyke, Comunale and Belanger,
2002). The investigation of Wang, Yu and Wei (2012) has found that social media also assists
management of retail in order to resolve customer's complaints and quarries with an appropriate
manner so as managers meet expectation of potential consumers. Furthermore, this process has found
very effective in order to again satisfaction along with their loyalty which is termed as most significant
element that influences perception of consumers while acquiring different products and services.
Social media tools and sites used to promote different products and services
Wilson and et. al., (2011) has evaluated that wide range of social media tools and applications
are available on internet through which retail companies are promotion wide range products and
services. In this context, Facebook is identified as most important and popular channel through which
an organization shares content, images, videos, etc. related to different products and services among
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large number of users. In this process, management creates Facebook page of organization and various
products where consumers or people can present their views and suggestion about the company and its
product range. It also plays important role in order to promote word of mouth marketing so as
company generates great returns such as increment in sales of company along with establishment of
unique image of company and its products (Zhou, Dai and Zhang, 2007). Therefore, Facebook is
termed as a great platform in order to promote different products and services.
Lee (2013) evaluates that Twitter has played important role in order to promote different
product in contemporary business operation. It is evaluated that marketers in different companies have
considered the Twitter as great tool to increase the effectualness of social media drives which are
related to particular product and services. This social media channel has an estimated 215 million
active users. Twitter is meant not so much for friends and family for succeed different kinds of
communication because it provides a word limit of only 140 characters but when it used rightly that
business entity assess great response from people (Darban and Li,2012). Therefore, this tool has been
addressed one of the most effective tools in promotion product range of a retail organization. Twitter
has proven its worthlessness in recent years as it has been self-addressed as an important platform for
breaking news. In the present years, Twitter is providing a great level to different companies in order to
set up direct communication with other respective such as consumers, shareholders so as management
of different has got significant success in order to establish great relation with different stakeholders.
As per findings of investigation of GIL, Hudso and Quintana (2006) it can be stated that
YouTube portal market is very competitive. Through which an organization can promote videos
associated with features and functionality of different products and services. This tool also provides a
platform in order to invite engagement and share them to other individuals. By developing attractive
and unique videos of different product and services, an organization gains attention of potential
consumers that supports business entity in order to increase awareness of different product and services
of particular firm (Darban and Li, 2012). Author further argued that Youtube also provides an
opportunity to viewer to present their comments about the video and products so as further
improvements could be made in product quality with reference to views of buyers.
Conclusion
As per the above literature review, it can be concluded that the importance of social media
while managing different promotional activities for different products related to retail organization has
been significantly increased so as management of retail firm are able to establish direct communication
with potential consumers. In addition to that it has addressed that the success of organization is greatly
influenced by buying behaviour of consumers because perception of consumers about particular
organization and its product is creating direct impact on sales of company. The evaluation of views of
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different author in the context of online shopping has found that content of websites, design, graphic,
functionality, product range, safety and security of different online transaction etc. have identified as
most critical factor which are playing important role in order to influence perception of consumers
during online shopping practices. With reference to the investigation, it can be stated that social media
is known as great tool to establish direct communication between company and consumers so as
organization applies various changes in quality and features of different products as per the
expectations of clients. Furthermore, Facebook, Twitter and YouTube has been addressed as most
effective tool through which business entity is able to promote wide range of products and services.
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RESEARCH METHODOLOGY
Introduction
It is termed as most important section of investigation through which researcher examines
different attributes of a particular investigation that ensures appropriateness and effectiveness of study
as per the determined objectives of investigation. In this section, researcher selects an appropriate
philosophy, approach, data collection methods etc (Fowler, 2009). That is creating direct impact on
research outcomes. All these elements helps researcher for managing whole with a systematic manner.
Therefore, evaluation of different elements of research methodology is examined below:
Research philosophy
The success of an investigation is greatly influenced by a certain ideology and conceptual
approach which is followed by investigator in whole investigation with reference to nature of study. It
is also called as Investigation belief. Generally, it consist of two types of belief such interpretive and
positivity which is available for research through which a researcher generates proper outcomes as per
the objectives. This present study is carried out to evaluate the effect of social media mercantilism on
consumers buying behaviour so as interpretive philosophy has addressed as most appropriate
philosophy for the present investigation (Research Philosophies – Importance and Relevance, 2009).
In the context of present study, this ideology assists researcher for collection of wide range of data
related to behavioural elements and role of social media in purchase decisions of an individual.
Therefore, the subjective nature of this philosophy has increased effectiveness of data collection
procedure. In the contrary, positivism philosophy of investigation is mainly applied for managing
whole research through quantitative data or by adopting different approaches quantitative research so
as this philosophy is appropriate for the present investigates. Further, investigator has to precede a
well-distinct composition during entire survey by using definite changeable which is based on
positivism philosophy (Darban and Li, 2012). Apart from that Inflexibility of positivism philosophy is
also limited and effectiveness of research outcomes when investigation is carried out to examine the
behaviour of people.
Research approach
By considering the objectives of present, researcher has to consider an appropriate from
Inductive and deductive that helps investigator for handling various aspects of investigation with an
appropriate manner. According to inductive approach, researcher has to pay extra attention on making
observations and assessment of data within particular environment (Fernando, 2010). In this approach,
researcher examines an ordinary structure of happening of events along with the probationary
possibility that are formulated by considering goals of study. It plays important role in qualitative
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