University Research Report: Social Media and Consumer Behavior

This research report delves into the significant impact of social media on consumer behavior within the retail industry. The study investigates the positive and negative influences of social media platforms on consumer decision-making processes, examining how these platforms shape purchasing behaviors and brand perceptions. The report outlines the research objectives, questions, and hypotheses, followed by a comprehensive literature review covering consumer decision-making models and the effects of social media on consumer behavior. The methodology section details the research type, instrumentation, data collection, and analysis methods, including the use of both quantitative and qualitative data analysis techniques. The study employs a mixed-methods approach, combining surveys and questionnaires with interviews to gather data, and utilizes statistical tools and thematic analysis to interpret the findings. The report also addresses ethical considerations and discusses the reliability and validity of the research methods, ultimately providing valuable insights into the challenges and opportunities for business marketers in leveraging social media for effective communication and consumer engagement.

Running head: RESEARCH METHODOLOGY
Impact of Social Media on Consumer Behavior
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
1.0 Introduction................................................................................................................................2
1.1 Research Problem......................................................................................................................2
1.2 Research Objectives...................................................................................................................3
1.3 Research Questions....................................................................................................................3
1.4 Research Hypothesis..................................................................................................................3
2.0 Literature Review......................................................................................................................4
2.1 Consumer Decision-Making......................................................................................................4
2.2 Impact of Social Media on Consumer Behavior........................................................................4
2.3 Subjects......................................................................................................................................5
3.0 Instrumentation and Research type............................................................................................5
3.1 Data collection, presentation and analysis.................................................................................7
3.2 Summary and discussion...........................................................................................................8
4.0 Overall Evaluation.....................................................................................................................9
References......................................................................................................................................10

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1.0 Introduction
The development of the promotional technology has the greater impact on the business
process. It is noticed that the business marketers strive to develop the strengthened and
competitive position in this dynamic and challenging business scenario (Schivinski and
Dabrowski 2016). Therefore, the customer satisfaction has become the primary responsibility for
sustaining in this volatile market. Social media is one of those most helpful promotional
platforms for the business marketers to reach out maximum numbers of customers interested for
the product or services. The study would thus develop the ideas regarding the impact of the
social media on consumer behavior in retail industry. The underlying literature would describe
the research problems and would provide the in-depth ideas about the appropriate methodologies
used in this research.
1.1 Research Problem
The research describes the impact of the social media on consumer behavior. Every
business marketers need to identify every possible strategy to develop the communication
transparency with the target consumers. Social media sites help the business marketers to
establish the targeted communication for conveying the messages to the customers. According to
Ashley and Tuten (2015) social networking process allows the business marketers to flow the
communication in both ways and create the interactivity between the customers and businesses.
Therefore, it has the greater impact on shaping up both the positive and negative consumer
behavior. While dealing with the product or service specifications, customers present their
concerns through social media pages. It clarifies the basic needs and preferences of the
customers and it improves the brand images to attract more customers towards products and

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services. However, it has been observed that along with the positive discussion based on the
product specifications, the social media creates the negative influence on the target customers as
well. If the customer service fails to resolve the queries of the customers or meet the expectation
level on the product or service features, it may lead to the dissatisfaction as well. On the other
hand, Ngai, Tao and Moon (2015) argued that the ineffective communicational process even can
negative impact on the behavioral aspects of the target consumers. The negative remarks
presented by the consumers on social media would affect the purchasing behavior of the
customers that may hamper the networking process as well.
1.2 Research Objectives
 To identify the positive and the negative impact of social media in consumer behavior in
retail industry
 To discuss the challenges faced by the business marketers in using social media as the
communication method
1.3 Research Questions
 How social media influence the target consumers to make the purchasing decisions in the
retail sector?
 What advantage and disadvantage the retail business marketers can avail if they use
social media as the communication mode?
1.4 Research Hypothesis
H0: Social media cannot create the positive impact on consumer behavior
H1: Social media can create the positive impact on consumer behvaiour

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2.0 Literature Review
The literature review provides the in-depth analysis of the research subject matter, which
would present the possible outcome to resolve the concerned issues. The conceptual analysis of
the variable would provide the insightful knowledge about the consumer behavior and the impact
of social media. The further literature study is presented below:
2.1 Consumer Decision-Making
Hollebeek, Glynn and Brodie (2014) defined that consumers are the individuals who
purchase the products and services and act as the major stakeholders in the market place.
Consumers often hesitate in making the purchase decision while selecting the product or the
service. It is noticed that the development of the accessibility and transparency of the
information has been profoundly influencing the decision-making process. The decision-making
model deals with few stages, such as problem recognition, information search, evaluation,
purchase decision, and post purchase behavior (Stephen 2016). The business marketers require
concentrating on these specific stages to ensure the repurchase of the products or services. Social
media helps in managing these stages to develop the significant information flow and shaping up
the positive customer decision making process.
2.2 Impact of Social Media on Consumer Behavior
Social media is one of the most helpful networking platforms to gather the attention of
the targeted consumers. In current time, the business marketers adopt the social networking sites
to convey the messages and communicate more efficiently. In spite of the frequent flow of the
information to the targeted consumers, the social media has the negative impacts as well. It is
needless to mention that the social media strengthens the two way communication that helps the

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business marketers to understand the basic needs and demands 9Schivinski and Dabrowski
2016). However, on the contrary, the negative product or service experience shared through
social media sites can even influence the negative ‘word of mouth’ that eventually affects the
purchasing decisions. The negative experiences shared by the dissatisfied the customers can
hamper the brand image that would affect the profitability parameter of the business. Hence, it
can be stated that in spite of the huge benefits, the social media may create the negative influence
on the consumers if the marketers fail to maintain the benefits.
2.3 Subjects
The subject of the research is to identify the significant impact of the social media on
consumer behavior. The study also attempts to develop the insightful ideas about the positive and
negative outcome of the social media use by the business marketers.
3.0 Instrumentation and Research type
The systematic process of finding the various activities is essential for achieving the
goals and objective of the study is known as a research. Experimental method, case study,
method, survey method, correlation method and observational method are the method used in a
research (Creswell and Poth 2017). The study requires behavioural description, causality
explanation and support prediction of both the variables. Thus, in this study, experimental
method is the method, which will be used for effectively collecting data and analyzing the data
that has been collected.
Fundamental and applied research is the two types of research method, fundamental
research is a subjective research and the applied research is an objective research (Creswell and

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Poth 2017). In this currents study, the objective of the study has been predefined so applied
research is the correct research strategy.
The different ways in which data will be collected in the study is known as research
philosophy. Positivism, interpretivism, pragmatism, realism and pragmatism are the different
philosophies used in the academic and business research (Flick 2015). Research philosophy will
address the beliefs and assumption of different researchers to identify the correct approach in this
research. Realism is the philosophy, which states that human mind will form a distinct reality.
Critical and direct realism are the two types of realism philosophies, one will accepts the world
based on human perception whereas the other one will accept scientific approach. Positivism is a
philosophy that will identify the factors that are hidden within the research and improves the
overall scope of observation in the study. A large population sample will be used in positivism
philosophy and quantitative analysis will be the basis of data analysis. Post positivism is a
method, which will reject all the dogmas of positivism and will take new observations to
improve the scope of observation of the overall research. In interpretivism, human element is an
important component and integration of human element into the study is crucial for developing
the subjective approach. Qualitative analysis is the method used in interpretivism philosophy.
Pragmatism is the philosophy, which will accept all the paradigms in other research methods and
will consist of both qualitative and quantitative analysis of data. In this study, pragmatism will be
the philosophy of research, as it will provide the opportunity of conducting both quantitative and
qualitative analysis of data.
Deductive and inductive approaches are the two approaches in research. As stated by
deductive approach the conclusion of any research is true of the premises are true and validating
of the existing theories is the main purpose of using the deductive approach (Humphries 2017).

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In, inductive approach, unknown conclusion is derived from known premise. Inductive approach
is for developing generalised conclusion by using a descriptive approach. In this study, the
objective of the study has been predefined so deductive approach is the correct approach.
Moreover, the deductive approach will facilitate in testing of the hypothesis in the study.
3.1 Data collection, presentation and analysis
In this currents study, mixed method will be used for analyzing the collected data.
Primary analysis of data will be conducted and evaluate using both qualitative and quantitative
analysis of data (Flick 2015). In quantitative analysis of data, survey and questionnaires will be
prepared to conduct interview. The questionnaire will consist of close-ended questions, which
will be asked to the general population in the retail industry. The qualitative analysis of data will
consist of open ended questions which will be asked to the higher level official at management
level in different organizations. The quantitative analysis will use statistical tools like Microsoft
excel to form different graphs and charts. Regression analysis, mean, median and mode will be
used to analyze the quantitative data that has been collected in the study. Regression analysis will
identify and validate the type of relationship between the independent and the dependent
variables (Silverman 2016). The qualitative analysis will evaluate data that has been collected by
identifying the patterns within the data. As the design in the research is sequential explanatory
quantitative analysis will be conducted initially and qualitative analysis will support the data
analyzed by quantitative methods (Humphries 2017).
The method used for selecting the population sample from the collected data is known sa
sampling. The methods used in sampling are non-probabilistic and probabilistic sampling.
Probabilistic sampling uses randomization to select samples so that each of the members in the

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population have equal opportunity of being selected. Cluster sampling, simple random
sampling, stratified sampling and systematic sampling are the different types of probabilistic
sampling methods (Sekaran and Bougie 2016). Cluster sampling will accumulate the significant
samples to form a cluster, which will represent the overall population in the study. Simple
random sampling will randomly select data from the whole population and systematic sampling
will take every nth respondent from the whole population where n is the interval. Stratified
sampling is a method in which population gets divided into groups that are non overlapping and
then random sampling will be used for selecting the sample population for the study. However,
using probabilistic sampling is time consuming and increases the cost of the overall project.
Non-probabilistic sampling is a method, which will include non-randomization and used in cases
where time is a crucial factor. Non-probabilistic sampling consists of different methods and they
are convenience sampling, extensive sampling, snowball sampling, quota sampling and
judgement sampling (Taylor, Bogdan and DeVault 2015). In this present study, the sample
population will consist of 50 respondents in quantitative analysis, which has been selected by
using simple random sampling form the data collected for 120 respondents. The qualitative
analysis will be done on 5 respondents that have also been selected using similar methods out of
the 20 respondents.
3.2 Summary and discussion
Reliability and validity is an essential component of the study so that the method used in
this currents study when used by other researchers will produce similar results. Ethical
consideration is an important part of the study, as ineffective usage will lead to failure. In a
study, maintaining the anonymity of the respondents is essential. The participants in the study
have not been forced to take part and all the precautions have been taken to maintain the privacy

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of the respondents. Thus, if the above mentioned methods are executed as per the required
solution, positive outcome is expected.
4.0 Overall Evaluation
The above study presents the insightful ideas about the social media use for shaping up
the consumer purchase decision. The research highlights the positive and negative influence of
the social media sites on the consumer decision-making process in terms of purchasing any
product or services. The negative remarks presented by the consumers on social media would
affect the purchasing behavior of the customers that may hamper the networking process as well.
The use of the mixed method research, both qualitative and qualitative, develops the clear and
enriched knowledge to identify the advantages and disadvantages. It also suggests the
appropriate method of managing the social media strategy to positively influence the targeted
consumers.

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References
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Creswell, J.W. and Poth, C.N., 2017. Qualitative inquiry and research design: Choosing among
five approaches. Sage publications.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Hollebeek, L.D., Glynn, M.S. and Brodie, R.J., 2014. Consumer brand engagement in social
media: Conceptualization, scale development and validation. Journal of interactive
marketing, 28(2), pp.149-165.
Humphries, B., 2017. Re-thinking social research: anti-discriminatory approaches in research
methodology. Taylor & Francis.
Ngai, E.W., Tao, S.S. and Moon, K.K., 2015. Social media research: Theories, constructs, and
conceptual frameworks. International Journal of Information Management, 35(1), pp.33-44.
Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on consumer
perceptions of brands. Journal of Marketing Communications, 22(2), pp.189-214.
Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
Silverman, D. ed., 2016. Qualitative research. Sage.

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Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.