EBMT6002: Social Media Marketing Impact on Next plc Customers

This report investigates the impact of social media marketing (SMM) on customer decision-making and buying behavior within the UK retail fashion sector, focusing on Next plc. The research aims to understand the concept and importance of SMM and assess its influence on Next plc's customers. Utilizing qualitative research with an inductive approach, the study employs primary and secondary data collection methods, including simple random sampling and thematic perception analysis. The findings conclude that SMM has a direct impact on customer decisions, highlighting factors such as family influence, trends, and lifestyle. Recommendations include continuous monitoring of customer satisfaction, addressing concerns, leveraging social media advertisements and marketing campaigns, and offering discounts to attract more customers. This research emphasizes the importance of social media as a tool for connecting with loyal and potential clients in today's digital environment.

Business research
 Topic- To assess the impact of social media marketing (SMM) on decision-making
process of customer and their buying behaviour in the context of UK retail fashion
sector: A study on Next plc

Research aim and objectives
 Aim
 To investigate the social media marketing impacts on buying decisions of Next plc's
customers.
 Objectives
 To develop understanding about the concept and importance of Social media marketing
 To assess the influence of SMM on Next plc's customer decision-making and buying
behaviour

Background
 With the rise in advanced technology now organization are using various methods to
spread awareness about newly launched products or services by investing in social media
marketing.
 Next plc has been selected for research to know about impact of SMM on buying
behaviour of customers.
 The research will conducted on method used by next plc to attract more customer with the
help of social media platform.
 The company offers high quality products with effective pricing strategy which has
attracted lots of customers

LITERATURE REVIEW
 In today's business environment, SMM is providing a lot of opportunities to small
businesses so that they can follow their potential buyers activities and convenience them to
purchase products.
 Nowadays, people are spending more time on social media platform and reading comments
which is given by other customers related to services provided by organization.
 Based on that comments and reviews read by customer, they can change their mind
whether to purchase products or service from organization or not.
 This can influence the customer buying behaviour of next plc factors such as Family and
group of people around customers, changing trends, fashion, lifestyle etc.

RESEARCH METHODOLOGY
Research type / strategy qualitative
Research approach Inductive research approach
Data collection Primary and secondary research
Sampling simple random sampling technique
Data analysis thematic perception test technique
Validity and reliability Maintaining both
Ethical consideration consent forms Inclusion of references Data privacy
Research limitations Time Money Resources

CONCLUSION
 To sum up, by evaluating the study it has been concluded that SMM has direct impact on
the customer decision-making and buying behaviour.
 By all counts, and with proven outcomes, there is no doubt that thematic perception and
primary data was taken into consideration to identify factors that can influence next plc
customer decision-making.

Recommendations
 It is recommended to regular monitor on the level of satisfaction with the help of KPIs and always
make sure to address the concerns raised by customers and try to solve them.
 Hence, by doing so, the customer will stay with company and also recommend other to purchase
products whenever opportunities arises in the future.
 As nowadays, the customers are spending more time on social media and scrolling internet. This is
the best way to use these networks in order to connect with loyal and potential clients.
 It is advisable to focus on taking support of methods such as social media advertisements, marketing
campaigns and many more.
 It is also suggested to focus on problem recognition which engage customers as they move through
the another step of their buying journey.
 To attract more customer, the company must offer discounts and coupons and invest in social media
marketing and also leverage reviews and ratings on regular basis.