Analyzing Social Media's Effect on Consumer Choices: M&S Case

This case study assesses the impact of social media on consumer choices, focusing on Marks & Spencer (M&S). It aims to understand the concept and importance of social media for M&S, highlighting its advantages and limitations, and recommending ways to improve M&S's social media presence. The study reviews existing literature on social media's influence on consumer behavior, noting its role in shaping cognitive, affective, and behavioral attitudes. The research methodology employs a descriptive research design with an inductive approach and interpretivism philosophy, utilizing both primary (questionnaires) and secondary (books, journals, online articles) data collection methods. Data analysis involves thematic analysis to draw conclusions and provide recommendations. Expected outcomes include helping firms understand the use and importance of social media, increasing their business scope, and improving their social media presence, ultimately contributing to economic growth and providing valuable insights for scholars.

Research Project

TABLE OF CONTENTS
PROJECT TITLE............................................................................................................................1
INTRODUCTION...........................................................................................................................1
AIM & OBJECTIVES.....................................................................................................................1
LITERATURE REVIEW................................................................................................................2
Contribution to new understanding.............................................................................................3
RESEARCH METHODOLOGY....................................................................................................3
EXPECTED OUTCOMES..............................................................................................................5
REFERENCES................................................................................................................................6

PROJECT TITLE
To assess that whether social media affect consumer choices or not – a case study on
Marks and Spencer (M&S)
INTRODUCTION
In today’s globalised world, it has been seen that every firm is having its presence on
social media. In the present scenario, social media has become one of the most important
communication tools that play a significant role in making people connected with others as well
as directly organization. Individuals now-a-days make effective use of social media so that their
experiences can be shared with others as well as with organisation with respect to the products
and services they bought from there. Also, through social media, people give their reviews,
information and advice that help the organisation to make target people satisfied by meeting their
expectations in the most effectual manner (How social media influences consumer buying
decisions, 2015). In the present study, with respect to one of the leading firms in retail industry
of UK, that is, Marks and Spencer, it will be assessed that whether social media affect consumer
choices or not.
AIM & OBJECTIVES
Aim – To assess that whether social media affect consumer choices or not – a case study on
Marks and Spencer
Objectives:
 To understand the concept of social media with reference to M&S
 To assess the importance of social media for Marks and Spencer
 To highlight the advantages and limitations of social media for M&S
 To recommend different ways to improve presence of M&S on social media
Research questions:
1. What is the concept of social media with reference to M&S?
2. What is the importance of social media for Marks and Spencer?
3. What are the advantages and limitations of social media for M&S?
4. How presence of Marks and Spencer on social media can be improved?
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LITERATURE REVIEW
As per the views of ------- in the present scenario of highly competitive market, social
media can be considered as one of the basic necessities of people as people now-a-days are
highly active on sites like Facebook, Twitter, Instagram or LinkIn for their personal as well as
professional use. People in today’s era like to interact on social media instead of spending time
by communicating face to face whether it is their friend or relative. Same applies in case of
organisation also where people like to share their views and opinions regarding products and
services offered on social media only.
On the other hand, according to Rodriguez, Ajjan and Peterson, (2014) number of social
media users have been increasing at a fast rate and this is the reason marketers are getting
attracted towards the same. It has been recognized by the marketers that through social media,
they can effectually communicate with the target audience and become aware with their needs
and requirements in a clear manner. It can be critically assessed that social media plays a
significant role in making organizations able to communicate with their customers in such a way
that by knowing their needs and expectations, firms can effectually satisfy them. This leads
company to earn higher profits and revenues that ultimately result in improving its goodwill in
the market. Therefore, it can be said that being on social media is advantageous for M&S.
In the words of Saravanakumar and SuganthaLakshmi, (2012) interactions that
organisations make with customers through social media prove to be very helpful in making the
marketers determine the exact needs of target audience and thus, by understanding what their
market might look like, they formulate their strategies accordingly. It can be said that these are
the key business factors of social media that help the customers in estimating products and make
suitable recommendations to people they know and share any of the purchases by the way of
social media. Therefore, it can be said that the major importance because of which firm should
be on social media is that of increased customer base. Thus, it can be said that being on social
media will be beneficial for M&S as if affects the consumer’s choices.
As per the views of Stephen and Galak, (2012) social media is that tool which plays a
significant role in affecting consumers in terms of their cognitive, affective and behavioural
attitudes. Along with that, it has seen that advertising on social media page proves to be highly
influential for building new consumer’s behaviour. In the present scenario, as consumers tend to
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make purchases or conduct business on social media, it is beneficial for organisations to have a
strong presence on it so as to grab the attention of people at a large scale.
Tuten and Solomon, (2014) say that main benefit that social media provides to the
organisations is that of spreading awareness regarding its products and services at a large scale
which leads to increase its customer base and thus, the market share also gets enhanced. It can be
critically assessed that with having a strong presence on social media, business become able to
gain sustainability and they can survive for longer span of time with attaining high success and
growth. Thus, for Marks and Spencer, it can be said that being on social media is beneficial.
However, Vinerean and et. al., (2013) argues that along with so many benefits of social
media, there are some limitations too for the firms having presence on it. One of the major
limitation that firms face being social media is of lack of specialised and expert staff who can
deal with the same and for running operations through social media, specific skills are required
in the personnel. Thus, firms need to recruit expert staff which costs them a lot. Therefore,
overall, social media proves to be time as well as cost consuming method. Apart from that, risk
of losing confidential information is also one of the limitations associated with the use of social
media.
Contribution to new understanding
Information collected in the literature review based on assessing that whether social
media affects consumer choices or not of will help many Ph. D. scholars as well as other
researchers who would conduct study on the same subject. Further, firms in retail and other
sectors would also gain help through this research to have a strong presence on social media be
understanding its importance and benefits. Moreover, scholars would also be able to conduct
further studies related to it like ‘ways in which presence of social media can be improved’.
RESEARCH METHODOLOGY
For assessing that whether social media affects customer’s choices or not with references
to Marks and Spencer, best suitable research methods will be used by the researcher. As nature
of study is qualitative, tools and techniques of research that will be used here are: Research design – Descriptive research design will be used by the scholar as the topic
demands plenty of details and theory. Here, no calculations or statistics is required. This
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research design will help the scholar in gaining in-depth understanding regarding the
topic. Research approach – Researcher will use inductive approach of research where he will
gather the specific data regarding topic in beginning and later, a general conclusion will
be made by him (Flick, 2015). Research philosophy – Interpretivism research philosophy will be used by the scholar as
per which he will make social constructions with respect to language, consciousness as
well as the shared meanings of subject. Data collection – Both primary and secondary methods of gathering information will be
used where scholar will make use of tool of questionnaire under primary sources where
both open and close ended questions will be used by him (Glesne, 2015). On the other
hand, he will use sources like books and journals along with online articles of different
authors for collecting secondary information. Data analysis – For analysing the information collected based on assessing that whether
social media affects the consumer’s choices or not, qualitative method of data analysis
will be used in which researcher will apply the tool of thematic analysis where distinct
themes will be prepared by him depending on which scholar will make the final
conclusion and give suitable recommendations (Mackey and Gass, 2015).
Activity/Week 1 2 3 4 5 6 7 8 9 1
0
11 12 13
Proposing the research
Formulating research aim
and objectives
Reviewing literature
available in secondary
sources
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Deciding research
methodology
Gathering information
from primary and
secondary sources
Analysing and giving
interpretation of gathered
information
Framing final conclusion
Giving suitable
recommendations
Final submission
EXPECTED OUTCOMES
It is expected from the present study that with after gaining the results from same, Marks
and Spencer as well as other firms in retail and different sectors will be able to understand the
use and importance of social. It will help them increasing the scope of their business by grabbing
attention of more customers and thus, through earning higher profits from them. It is expected
from the study that firms will improve their presence on social media that will create a healthy
competition in between them which will ultimately lead to rise in economic condition of nation
(Xie and Lee, 2015). Last but not the least; many scholars would find this research to be very
helpful for them in conducting study on similar subject or any other related to the same.
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REFERENCES
Books and Journals
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Glesne, C., 2015. Becoming qualitative researchers: An introduction. Pearson.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
Rodriguez, M., Ajjan, H. and Peterson, R. M., 2014. CRM/social media technology: impact on
customer orientation process and organizational sales performance. Journal of Marketing
Development and Competitiveness. 8(1). p.85.
Saravanakumar, M. and SuganthaLakshmi, T., 2012. Social media marketing. Life Science
Journal. 9(4). pp.4444-4451.
Stephen, A. T. and Galak, J., 2012. The effects of traditional and social earned media on sales: A
study of a microlending marketplace. Journal of Marketing Research. 49(5). pp.624-639.
Tuten, T. L. and Solomon, M. R., 2014. Social media marketing. Sage.
Vinerean, S. and et. al., 2013. The effects of social media marketing on online consumer
behavior. International Journal of Business and Management. 8(14). pp.66.
Xie, K. and Lee, Y. J., 2015. Social media and brand purchase: Quantifying the effects of
exposures to earned and owned social media activities in a two-stage decision making
model. Journal of Management Information Systems. 32(2). pp.204-238.
Online
How social media influences consumer buying decisions. 2015. [Online]. Available through:
<http://www.bizjournals.com/bizjournals/how-to/marketing/2015/05/how-social-media-
influences-consumer-buying.html>. [Accessed on 6th May 2017].
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