Research Project: Social Media's Influence on Consumer Purchases (M&S)

This research project investigates the influence of social media on consumer purchasing behavior, using Mark & Spencer as a case study. The project employs interpretivism and an inductive approach, utilizing both primary and secondary data collected through a sample random technique. The analysis is structured around three key themes: the usefulness of social media in supporting customers, shaping customer behavior, and attracting customers. Data analysis reveals that social media tools are perceived as valuable for enhancing customer engagement, brand recognition, and loyalty. The conclusion highlights the importance of social media marketing for optimizing online presence, enhancing brand recognition, and gathering consumer information to better meet customer needs. The report recommends that Mark & Spencer actively engage customers through social media to build brand awareness and foster strong customer relationships, ultimately driving sales and leads. The project includes references to relevant academic research supporting the findings.

RESEARCH PROJECT
“To determine importance of social media and its influence on
consumers' purchases. A case study on Mark & Spencer.”

TABLE OF CONTENTS
 RESEARCH METHDOLOGIES
 DATA ANALYSIS & INTERPRETATION
 CONCLUSION
 RECOMMENDATION
 REFERENCES

RESEARCH METHDOLOGIES
 Research philosophies- Interpretivism
 Research approach- Inductive approach
 Research type- Qualitative
 Data collection- Primary and secondary
 Sampling- sample random technique

DATA ANALYSIS AND INTERPRETATION

Theme 1: The social media tool is useful in terms to support customers.
Interpretation- Based on the above tabular
presentation it can be concluded that social media
approach is useful in terms to affect behavior of
consumer from differ age ranges and races. Thus,
there are total number of 50 respondents. In this,
36 respondents said yes, 9 stated no and 5 are not
sure of it. On the other hand, social media is tool
that aids to enhance customer interest, expand
brand recognition. Hence, majority said social is
very supportive in terms to enhance customer
engagement.

Theme 2: Social media is helpful to shape customer behaviour.
.
Interpretation- From the above tabular
presentation it can be stated that social media tool is
helpful in order to shape the behaviour of
customers. Thus, there are total number of 50
respondents. Out of which, 44 said yes, 4 said no
and 2 are not sure of it. Hence, it can be said that
social media tool plays crucial role to shape the
behaviour of customer towards the brand loyalty
and awareness. In the present scenario the customer
put their major focus over word of mouth and the
opinion of people plays the major role in terms to
shape the behaviour of customers. Thus, it is useful
concept in order to have enhancement in brand
loyalty

Theme 3: Social media platform is useful to attract the customers.
Interpretation- Based on the above tabular presentation
it can be concluded that the social media is tool that aids
to gather the attraction o customers. The firm put their
major focus over short term advertisements that can be
done with help of adaption of technical advancement,
adept companies and to enhance social media
integration etc. thus, there are total 50 respondents. In
this, 12 said Facebook is more effective, 13 argued
LinkedIn, 12 said Twitter and 13 said You tube is
beneficial to attract the customers

CONCLUSION
 Based on the above report it can be concluded that social media is one of the great tools that aids to
create massive word mouth. Thus, social media has number of tool that aids to bring better campaign
result.
 With aid of implementing the better strategies the social media aids to enhance profitability and
productivity within enterprise. Thus, present report was based on business activities of Marl &
Spenser, it deals in clothing and grocery services.
 Furthermore, the assignment has covered the various activities as research methodologies has been
given in order to represent the choice of selection to undertake the depth analysis, the data analysis
and interpretation on the basis of aims and objectives so that better data can be gathered. Lastly,
recommendation has been discussed to determine the importance of social media on influencing the
purchase behaviour of customer towards product and services.

recommendation
 The firm as Mark & Spenser should adopt social media marketing for marketers in terms to optimise the online presence so that there can be
enhancement in sales for product and services.
 The Quoted entity should incorporate marketing strategy as social media so that there can be possibility in terms to ensure the effective and better
brand recognition, awareness and loyalty.
 To gain brand recognition should be one of the premier goal of marketing so that consumer can buy their product and services that can be easily
recognisable within market (Social media best practice for business, 2018.). Hence, it can be stated that social media marketing is very useful in
order to enhance brand recognition within market.
 The chosen firm is also conducting online business processes, therefore, they need to have the use of social media tool in order to gather consumer
information and to better cater the need and wants of customers.
 Mark & Spenser must get engaged customers with social media approach so that they can able to build awareness towards their brand. \
 The social media tool must be adopted as it is beneficial in terms to build better relationship with customers and this is terms that is also crucial in
order to have enhancement in loyalty and advocacy.
 The social media tool is useful in order to enhance traffic on website. Therefore, it is helpful in order to have enhancement in online conversation
such as sales and leads so that firm can run its functions effectively and efficiently.

REFERENCES
 Alalwan, A.A., 2018. Investigating the impact of social media advertising features on customer
purchase intention. International Journal of Information Management. 42. pp.65-77.
 Barcelos, R.H., Dantas, D.C. and Sénécal, S., 2018. Watch your tone: How a brand's tone of
voice on social media influences consumer responses. Journal of Interactive Marketing. 41.
pp.60-80.
 Bigne, E and et.al., 2018. The impact of social media and offline influences on consumer
behaviour. An analysis of the low-cost airline industry. Current Issues in Tourism. 21(9).
pp.1014-1032.
 Colicev, A., Malshe, A. and Pauwels, K., 2018. Social Media and Customer-Based Brand
Equity: An Empirical Investigation in Retail Industry. Administrative Sciences. 8(3). p.55.