Analyzing Social Media's Influence on Buying: Next Plc Study

This dissertation investigates the impact of social media marketing on consumer buying behavior within the UK fashion sector, with a specific focus on Next Plc. The study explores the conceptual framework of social media marketing, its significance within the industry, and its influence on customer purchasing decisions. It examines the issues faced by Next Plc related to its social media and online advertisement marketing strategies, aiming to recommend solutions to address these challenges. The research employs both primary and secondary data collection methods, including a literature review and quantitative analysis using SPSS software. The findings reveal the importance of social media marketing in shaping consumer intentions, highlighting the need for effective online advertising strategies. The dissertation provides insights into the evolving relationship between social media and consumer behavior in the fashion industry, offering valuable recommendations for Next Plc to enhance its marketing efforts and improve its engagement with customers.

Dissertation
(To analyze the impact of social media
marketing on consumer buying behavior
within UK fashion sector: A study on Next Plc)

1 Abstract
The present study attempts to assess the impact of social media marketing over the
buying behaviour of customers within UK fashion sector. Therefore, the scope of the project is
wide as it helps the enhancing of the acknowledgement of individuals in relation to the area of
social media marketing and its significance for the business. Social Media Marketing is defined
as an imperative aspect and it is among the most flourishing technique in the tract of each sort of
advertising. However, it is known that different tools and techniques of marketing can be
formulated to create a range of selling articles contributing to the potential objective and aim of
every business. Here are different online techniques which are developing on a continuous basis
to attain new buyers. As per the modern marketing investigation, the social media is widely
interested in individual's lives and in making them more dependent. However, in the recent era
the involvement of individual in social media is high, and the marketing components are
astounding with millions of buyers. In this present analysis Next Plc is the chosen organisation,
which is a large multinational clothing company which has its operations at wider level and has
its major concern over developing performance via implementing social media tools. Literature
review is imperative in enhancing understanding via accumulation of information through
secondary sources i.e. books, journals articles and so on.
The investigation tool which has been implemented for aiding the project encompasses
quantitative tools, thus in respect to undertaking the project, information has been accumulated
through both primary and secondary sources. For considering the analysis section, data has been
gathered through primary research and in this SPSS software has been implemented through the
investigator this it is effective in providing descriptive analysis over the issue. Evaluation that
has been considered for accomplishing the objectives of this investigation were frequency
distribution, descriptive statistics, ANOVA test and cross tabulation.
The considered project analysed that the buying intention of customers are recognised to
be the high within respect to social media marketing acknowledged by the buyers, but still it
could determined that there are few groups of people who are not in very much concerned with
the same. From the evaluation of the study it has also been determined that buyers has been
undergoing online advertisement through applying social media marketing and this defined that
organisations needs to appreciate suitable adverting through implementing suitable social media

tools.
Table of Contents
1 Abstract 2
2 Title of the Research 4
3 Introduction 4
4 Literature Review 6
5 Research Methodology 10
6 Data Analysis 13
7 Conclusion 25
8 Recommendations 26
9 Recommendations 27
10 Appendix 29

2 Title of the Research
To analyse the impact of social media marketing on consumer buying behaviour within
UK fashion sector: A study on Next Plc.
3 Introduction
Over of the Research
The consumers of internet in the recent era are increasingly dispersed in all over the
globe and have taken a development in many of the sectors. Therefore, the digital media had
rendered an advanced mode of communication to assist the buyers in different organisational
region. Social media is defined as the online communications medium which is significantly
dedicated to community-based stimulation, interaction, and content-sharing (Arriaga, Domingo
and Silvente, 2017). Facebook, Google plus, Twitter, Linkedin, Wikipedia, Pinterest etc. are
some of the widely applied social media tools which are effectively implemented by the
enterprises to promote brands, market products and link to current customers and foster new
business effectively. In this present study the analysis encompasses over the Next Plc, thus it is a
large British multinational clothing, footwear and home products retailer. The headquarter of the
firm is in Enderby, Leicestershire, England United Kingdom and the company was established in
the year of 1864 by the involving the potential strength of Josepth Hepworth. The company is
mainly operated through its stores and widely concern over enhancing the online presence via
implementing social media as the key source to influence the intention of buyers to buying the
companies products and services (Fernie and Sparks, 2018).
Rationale of the Research
An investigation is mainly being carried out to investigate the problem with the intention
to addressing the specific and come up with new and effective solutions. The potential issue
being found was to examine the potential impact of social media marketing over the consumers
buying intention within UK fashion industry. Therefore, it is very imperative area to be
considered as being a multinational corporation Next Plc failed to encourage itself in the manner
of influencing the buying intention of buyers (Piercy, 2016). The primary intention of
implementing this study is that social media marketing is a wider area to be studied and also
need suitable recognition for the individuals who are seeking for personal and professional
development within the same field. This specific investigation has been conducted with the
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primary purpose to learn more in relation to the influence of the social media and online tools on
the consumer behaviours (Aghajani, Shayanfar and Shayeghi, 2017). Therefore, the research
would be concerned with the aspects in regards to the functionalities of the Next Plc. Another
intention of this existing analysis is based on the personal interest of the researcher as the
investigator wants to explore own recognition in relation to the specific area and attain growth in
personal and future consideration (Stevenson and Cole, 2018).
Research Aim
To analyse the impact of social media marketing on consumer buying behaviour within
UK fashion sector: A study on Next Plc.
Research Objectives
● To understand the conceptual framework of social media marketing in the context of UK
Fashion Sector.
● To articulate the potential significance of social media marketing within UK fashion
sector.
● To critically investigate the influence of social media marketing over the buying
behaviour of customers within Next Plc.
● To recognise the issues that are faced by Next Plc related to the improper social media
and online advertisement marketing strategies.● To recommend solutions in order to tackle the challenges faced by Next Plc.
Research Questions
● What is the conceptual framework of social media marketing in the context of UK
Fashion Sector?
● What is the potential significance of social media marketing within UK fashion sector?
● What is the influence of social media marketing over the buying behaviour of customers
within Next Plc?
● What key issues are faced by Next Plc with regards to social media and online
advertisement marketing strategies?
● What are the possible solutions for Next Plc in order to overcome the identified issues
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that are connected to Social media marketing?
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4 Literature Review
Conceptual framework of social media marketing in the context of UK Fashion Sector.
According to opinion of Kristen Baker (2020) Social media marketing is powerful way
for firms of all the sized in order to reach at prospects customers. The consumers are interacting
already with the brand by using social media such as Twitter, Instagram, Facebook and others.
Marketing on the social media can bring the remarkable success to business, develop devoted
advocates of brand and driving sales (Schivinski and Dabrowski, 2016). This is form of the
internet marketing that consists developing as well as sharing content on the network of social
media to attaining marketing objectives. This mainly consists activities such as image update and
posting texts, videos and some other content which engage audience and paid social media
marketing. Other than this, social media marketing is use of the social media platforms to
connect with audience to develop brand, drive the website traffic and enhance sales
(Lewandowski, 2016). It consists publishing the better content on social media profiles, listening
and engaging followers and running the social media advertisement. In this, businesses are
mainly sharing content on social media in order to generate traffic to websites and sales also.
With the help of using social media marketing, a company can promote its products and services
through different social media tools such as Facebook, Instagram and Twitter. In United
Kingdom, Clothing has been large business and fashion industry of UK is worth £26 billion &
800,000 job to economy that making this biggest creative sector of UK. In fashion sector, social
media enabled average customers and the people to have interaction with the fashion designers
and also high end clothing, accessory firms and shoes (Gautam and Sharma, 2017). Use of the
social media marketing is mainly for promoting the fashion brands and labels which were able to
connect as well as develop strong relationship with consumers at push of button. Social media is
one of the most powerful opportunity in order to reach at wider audience. Outcomes from all
social media channels are measurable, specific and also targeted other people uses reporting on
the fashion news, announcement regarding new fashion lines, promotions, providing the better
customer service to consumers and updated of company (Keegan and Rowley, 2017).
Significance of social media marketing within UK fashion sector
As per opinion of Marta (2020) social media platforms have become cornerstone of
marketing strategy of fashion house. Role of the social media in fashion sector has become
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stronger over the years. This will be beneficial for business to harness power of various
platforms to stay competitive as well as to be successful financially. The social media marketing
will help in reinforce brand messaging and expand reach of social media posts and enhance sales.
It is natural environment for the fashion brand as this has the visual platforms (Helal, Ozuem and
Lancaster, 2018). In regards to this, social media has enabled the customers to feel connected to
fashion firms. This has proven to provide exposure to the individual brands. Social media
marketing is helpful in providing better customer service as it is the main aim of all the fashion
business owners. With the help of using social media platforms, marketing professional are
mainly allowed to see and also analyse requirements of potential consumers, and also learn
regarding their dislikes and likes (Keegan and Rowley, 2017). This assist marketers to design
social media marketing strategies. Better customer service means loyal and happy customers that
aids company to reach at brand and the large number of consumers. On the other hand, fashion
organisations which limit digital presence to websites are doing disservice. By the paid aids,
engaging the content, partnership with the influencers and the businesses can reach at wider
audience to enhance sales and growth rate of company. On the social media, there are so many
people active and this is an opportunity to take the benefit of social media role in fashion sector
to drive traffic to brand (Iankova and et. al., 2019).
Influence of social media marketing over the buying behaviour of customers within Next Plc.
Gulzar Asma and Maqbool Misbah (2018) stated that Impact of social media in fashion
fashion sector has resulted in closing the gap among brand and consumers. Businesses which use
social media to full benefit for engage with consumers through responding to the comments on
the posts, reposting photos and host give away that consumers post. The consumers which are
mainly influenced through social media are 4 times likely to be spend on purchased (Choshin
and Ghaffari, 2017). Impact can be high that 29% customers are likely to make buy on same day
of using the social media. Social media marketing is powerful mode for the organisations which
seeking to reach out to the customers. On the other hand, consumers buying behaviour is
explained as actions which taken through customers before purchasing service or product. It may
consist consulting the search engines, posts on social media and different other actions. It is
study of the people and company and how they choose and select services and products. This is
mainly related with the motivations, behaviour and psychology (Kumar, Choi and Greene,
2017). Enhancing traffic into website of retailers can result in the advantages for company in
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context of profit margin and revenue for Next plc. It can lead to improvement in overall brand
quality and many result in opportunities for Next plc to enhance product costs. The main focus of
Next plc is to improving innovation and also adopting initiative that goals is to enhance website
traffic. In this present time, there are large number of people existing on social media and the
customers are mainly looking for the recommendations and reviews (Thompson and McLarney,
2017). This is necessary to have the online presence on different platforms of social media. In the
marketing, latest trend is introduction of social media. This has power to impact potential
consumers from begin until purchasing stage and also beyond as well.
Issues are faced by Next Plc with regards to social media and online advertisement marketing
strategies
According to Silva, Khan and Han, (2018), there are many issues that arise and are
related to social media and also online advertisement that faced through Next plc. This develops
negative impact on the mind set of people and reputation of firm. There are some issues given
below which faced through Next plc related to social media and online advertisement marketing
strategies:
Security concerns- The social media sites pose equal threat to personal information
security and related data. In context to this, hacking websites is common feature as there is
imminent threat to social media audience. It turns main key challenge that posed through social
media (Silva, Khan and Han, 2018).
Terms of agreements- Many of social media sites permit audience to develop account and
after accepting agreements terms. It can be interpreted in many different ways. They mainly
pose threat and many of social networking websites get agreement accepted through users that
information can mainly used through social media owners. This caused privacy invasion and this
is main challenge that posed through social media.
Technical viewing issues- Lags in websites, browser complications and website
downtime that minimize number of the times customers see the online advertisement. When
there is any technical issue occur then firms loose opportunity about broadcast the advertisement
for services and products. Viewing issues can be occur of problems with website has slow
connection speed for the proper viewing (Avancini, and et. al., 2019).
Customers Ignore Ads- In this, consumers are used to seeing the advertisement on
television, flipping and hearing the radio commercials by providing advertisement in the
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magazined which they have developed aversion to all advertising forms. In case of the
advertisings, where customers can neglect to clicking the banner advertisements.
Solutions for Next Plc in order to overcome the identified issues that are connected to Social
media marketing
As per viewpoint of Sophie Porter (2019) Social media marketing is big commitment and
it is necessary for Next plc to engage regularly to see advantages and various platforms have
different frequency. It is the responsibility to Next plc company to find out the effective ways to
overcome from identified issues which are related to the social media marketing. Company
should focus on making the security of websites better so that the data and information of
respondents can be secure and they can make the search without facing any fear. On the other
hand, company should give the options to customers to check the products and services without
login. Company can interact with the customers from asking the question. Next plc should asks
from the followers to leave comment or use in- built feature that platform give. In order to attract
the customers towards ads, company should give the attractive advertisement and also ads with
social messages so that the people can be attracted. There is a need to company to creating the
better content consistently and this remains at high standard and also continue to engage time
after the time. Sometimes, this is complex to create the better content all time. There is a way to
assure that they are creating the better content to be monitor competitors and also run the
integrated marketing campaigns.
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5 Research Methodology
Research methodology is defined as the procedure which is implemented through the
investigator to gather information for the potential intention of executing the research in the
direction to attaining objectives (Armstrong and et. al., 2018). In the context of this present
investigation based on determining the impact of social media marketing over influencing the
consumer buying behaviour, suitable selection of methodologies are imperative to address the
issue effectively. This section of exploration, mainly encompasses over assorted applications i.e.
investigation type, approach, philosophy, data collection tools, sampling, validity, reliability and
so on.
Type of Investigation :
In the context of executing an investigation methodological choice is the primary
consideration of the researcher which mainly relay over qualitative and quantitative aspects.
Therefore, the qualitative research is defined as a scientific tool which is imperative in gathering
information on non numeric aspect like concepts, definitions, models, theories and so on. On the
contrary side, quantitative research is effective in providing information that are based on
numerical aspects (Kawamura, 2018). In the context of this present investigation work based on
the area of determining the impact of of social media marketing on consumer buying behaviour
within UK fashion sector, quantitative research has been applied by the researcher as it is
effective in conducting descriptive evaluation where information are gathered on numerical
aspects and generate effective results that are based on original facts and figures.
Research Philosophy:
Research Philosophy is mainly resolved as various qualities which principally contribute
for the centre of the dependable being explored. This will significantly depict about the analyst's
opinion, thought or idea. This section is based over two imperative philosophies like
interpritivism and positivism research philosophy. In regard of particular examination venture
researcher is widely embrace over selecting positivism philosophy as through that this approach
is imperative in discovering legitimate result for their exploration. In addition to this positivism
philosophy is significant for quantitative analysis as in this information is being accumulated
through conducting observation in which views of people are analysed to gather valid data to
support the argument.
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Research Strategy –
The particular technique will help in deciding how any examination is led and performed.
There are a few techniques identified with research procedure, for example, questionnaire,
observation, interview, focus group, case study and so on (Yu, Cao and Tan, 2019). In regard of
the respective exploration researcher has applied questionnaire to conduct survey as it is
effective tool for implementing quantitative analysis and also efficacious in gathering
information from the wider population.
Data Collection Tools:
This is the primary obligation of the researcher to be concentrated over the aspects of
information accumulation as it is effective in generating valuable outcome. This section of
research is mainly encompasses over the aspect of primary and secondary tools and these two are
essential in gathering information from the assorted sources (Arrigo, 2018). For undertaking the
existing analysis, both primary and secondary tools are applied by the researcher, thus primary
investigation is majorly executed through implementing survey in which questionnaire is being
coded to support the analysis effectively and than coded information has been then imported
within the SPSS tool to carry through the investigation of varied variables being designated for
the research. On the supportive side, in the context of developing secondary investigation few
sources like books, journals, articles, newspapers are effective in conducting theoretical analysis
to cover the aim and objectives of the research (Shareef and et. al., 2019).
Sampling of the Research:
It is considered as technique which is embraced by an organization so as to choose the
best possible number of respondents for their examination venture. There are quantities of
sampling techniques which a venture supervisor may receive, for example, probabilistic and non-
probabilistic sampling tool (Yadav and Rahman, 2017). Therefore, In regard of this present
investigation work investigator embrace random sampling tool from the probabilistic aspect. It is
on the grounds that to such an extent that is most fitting throughout which they give legitimate
chances to all audiences successfully. The sample size for this analysis is 100 as in this
employees of Next Plc has been picked randomly to gather information as they are very much
close to the activities of the business and helps in generating valuable outcome (Gandini, 2016).
Validity and Reliability:
Validity and reliability are two significant aspect which are needs to be analysed to
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