Investigating Social Media's Impact on Purchase Intention for M&S

This report investigates the impact of social media on consumer purchase intention, focusing on Marks & Spencer. The introduction highlights the role of social media in enhancing consumer experiences and influencing purchasing decisions. The study aims to determine the impact of social media platforms on consumer purchasing intentions, identifying the factors that influence these intentions and the role of social media in developing positive consumer attitudes toward Marks & Spencer. The literature review explores various social media platforms and factors influencing consumer choices. The methodology includes qualitative and quantitative research methods, with questionnaires used for data collection, and random sampling applied to 50 Marks & Spencer employees. Ethical considerations are also addressed. The data analysis will use content analysis to evaluate the collected information. The report concludes by summarizing the significant role of social media in improving organizational performance through enhanced consumer engagement. The timeframe outlines the activities and their scheduled durations to ensure systematic execution of the investigation. The report also includes references to relevant academic literature.

To investigate about the impact
of social media on purchase
intention. A study on Marks &
Spencer

Content
 Introduction
 Background of the study 
Aim and Objectives
 Research Questions
 Rationale of the study 
Literature Review
 Methodology and Data collection methods 
Ethical Considerations
 Data analysis 
Conclusion
 Timeframe 
References

Introduction
Social media is a platform which allow business to have a
better interaction with its customers by providing them
information, product, services or resolving of issues more
quickly through its digital access. These all support in
enhancing the consumer experience along with their brand
and at same time influence purchasing decision of consumers.

Background Of The Study
 Social media is a tool of marketing that is use by an
organisation for attracting customers, increasing sales
and
driving website traffic.
 Social media is the better use of social media websites
and platforms for companies to promote their product
and

services.

Aim And Objectives
Research Aim : -
To investigation about the impact of social media on
purchasing intention. A study on Marks & Spencer.

Research Objectives
 To study about several social media platform used for
attracting customers.
 To determine the factors that influence the purchasing
intention of consumers.
 To identify the role of social media for developing positive
consumer intention toward Marks & Spencer.

Research Questions
 Explain about several social media platform that help in
attracting customers ?
 What are main factors that influence the purchasing
intention of consumers ?
 What is the role of social media for developing positive
consumer intention toward Marks & Spencer ?

Rationale Of The Study
The main purpose behind conducting this study is to
determine the role of social media platform in influencing
the purchasing intentions of consumers. In addition to this
it also support in providing a detail understanding
regarding the changes that social media bring to
organisational growth in term of its sales and profitability.

Literature Review
Literature review refers as the effective process of collecting
in-depth and secondary information about the field of
study. Main purpose of this section is to ascertain the gaps
in previous investigation and address aim and each
objectives of study in systematic manner.

Several social media platform that
help in attracting customers
According to the view point of Alfred Lua. 2020, a marketer
mainly focuses toward venturing into social media
marketing in order to taking the leverage of its reach to
maximum number of people. This platform mainly allows
a business to maximize its brand reach, get engaged with
right people and achieving their success goal.

Factors that influence the purchasing
intention of consumers
From the view point of Rebecca Milner, 2019, there are
several factors that influence the consumers choice while
they access brand's product or services. These are,
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