Research Proposal: Social Media's Influence on Retail Buying Decisions

This research proposal investigates the influence of social media on consumer purchasing decisions within the retail industry, focusing on Marks and Spencer. The introduction outlines the research area, objectives, and hypotheses, emphasizing the significant impact of social media on consumer behavior. The literature review explores consumer behavior terminology, the role of online communication platforms, and their impact on retail choices. The methodology section details the research philosophy (positivism), approach (deductive), techniques (quantitative), data collection methods (surveys), and sampling strategies. A Gantt chart provides a timeline for research activities. The study aims to understand how online communication platforms affect consumer decisions, addressing research questions about social media terminology, consumer behavior, and the impact of online communication on purchasing choices. The research employs both primary and secondary data collection methods, including surveys from 30 Marks and Spencer customers, to analyze the relationship between social media and retail buying behavior.

RESEARCH PROPOSAL

Table of Contents
INTRODUCTION...........................................................................................................................3
1.1 Background of research area in form of question, objective and hypothesis........................3
1.2 Statement of the rationale and reasons for choosing the research project............................4
1.3 Literature review for the research specification....................................................................4
1.4 Research methodology..........................................................................................................6
1.5 Time-scale of research Activities..........................................................................................7
References......................................................................................................................................10
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INTRODUCTION
In the present time, technology has been advanced and useful in every business
enterprises as well as individual life. Through technological development, within organisation
drastic changes has been occurred. In order to influence the customers for purchasing, several
corporation uses effective technology and marketing. In this manner, social media is one of the
tool that have great impact upon the individual as well as organisation.
Consumer behaviour and choice is very sensitive as they influence through many things
like environment, price factor, their requirement, demographic factor etc (Liu and Zhenhua,
2003). Social media is one of the platform that can hugely affect the choice and decision of
customers regarding product and services. In the current study, the analysis of social media and
its impact on the people buying decisions in respect to varied products is done respect of Retail
industry. For attain this purpose, researcher will implement some research methodology
methods.
1.1 Background of research area in form of question, objective and hypothesis
Consumer behavior refers to the situation where individual customers buying pattern is
analyzed in detail and on that basis strategy is formulated for enhancing sales of product. There
are several factors through which consumer behaviours can influence such as marketing factor,
personal factor, psychological factor, situational factor, social factor etc (Miguéns, Joana, Baggio
and Costa, 2008). Factors that are named above have significance impact on buying behavior of
individuals whatever product an individual intend to purchase from the market. In the present
time, online conversation applications are the tools which mostly used by organization for
influence its customer toward product and services. With help of this medium, corporation can
easily advertise and promote its product and services and announce information regarding the
same.
Research Aim
To understand the influence of online communication platform on the consumer purchase and
choice in the retail sector: A research work on Marks and Spencer
Research Objectives
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To identify and analyze terminology of social media platforms and its several channels
To understand the concept of consumer behavior and choice
To find out significance of online communication platform for influence on selection made by
the people and purchasing decision
To find out impact that online mode of communication have on customer selection and
purchasing decision in the retail industry
Research Question
What is the terminology of social media and its several channels?
What is the concept of consumer behavior and choice?
What is the impact that online mode of communication have on customer selection and
purchasing decision in the retail industry?

1.2 Statement of the rationale and reasons for choosing the research project
At the time of selection the research project topic, decision of researcher have affected by
several components. One of the major reason for selection of this research topic is scholar own
interest and curiosity. Researcher actually wants to acknowledge about the significance of social
media and its impact upon customer decision and purchasing toward product and services. In
addition to this, researcher actually implement his theoretical knowledge into practical work that
is why consumer behaviour topic has been chosen.
1.3 Literature review for the research specification
Terminology of consumer behaviours and its components
According to the view of Bruhn, Manfred, Schoenmueller and Schäfer, (2012) consumer
behaviour is a study of organisation, individual and group of people related to their purchasing
decision for product and services. Consumer behaviours is the action and decision procedure of
the individual while they purchase product and services for their personal consumption. In the
opinion of Chan, Ling and Guillet, (2011) personal factor is major component that affect
consumer behaviour and purchasing decision for product and services. It consists with age,
gender, education, occupations, income level etc. This factor is related to the customer
requirement and need regarding their personal life. In the contradicting view Fotis, John, Buhalis
and Rossides, (2012) stated that psychological factor also major factor that affect consumer
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behaviour and nature. In this includes buying motives, perception, attitude, behaviours, thoughts,
feeling etc. As per this factor, consumer purchasing decision and choice may influence by their
perception and attitude toward that particular product and services. In the opinion of Dinan,
(2000) price is another major factor that can affect the choice and behaviour of the customer
regarding product and services.
Understanding the meaning of online communication platform and associated channels
According to the view of Hays, Stephanie, Page and Buhalis, (2013) online mode of
communication to large extent are used by the business firms to do marketing of products and
services at workplace. By making use of online channel of communication marketing, firm may
share information about its products on the internet and its various channels like Facebook,
Twitter, instagram etc. In the opinion of Hjalager and Anne-Mette, (2010) social media is the
collective of online communication channels that facilitate the sharing and creating of
information, idea, thoughts etc. Social media is a unique path of sharing and transmitting
information in various direction. There are various channels associated with like Facebook,
Twitter, You tube etc.
Assessment of impact that online mode of communication have on selection made by
customers and purchasing product and services in the retail industry
According to the view of Hudson, Simon, and Thal, (2013) social media marketing is
mostly used in the retail industry for promote and advertise product and services. By use of
social media channels, organization can have impact on the choice and behavior of customers. In
this manner, retail organisation can post its information about product and services on the
several mediums such as Facebook, You Tube, Twitter etc. By reading the information about
commodity, customer may influence to purchase it. In the opinion of Leung, Daniel and et al.,
(2013) the major advantage of social media is that it is platform where anyone can easily connect
and access the information which post by company. Thus, it becomes easy to identify the
positive as well as negative comments of the customer who already used company's product and
services.
In the opinion of Hvass, Kristian and Munar, (2012) by use of social media platform
company can easily post the image, video, content information, link, picture of the product and
services on the internet for attract customers toward it. It is the best medium to promote and
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advertise the product in the market because company can announce the information to many
users in the market.
In the opinion of Leung, Daniel and et al., (2013) while any customer purchase product
and services in the retail organisation then they search commodity on the social media. By this
platform, customer can read other customer reviews and feedback about the same commodity.
Positive comments influence them for purchasing the product and services whereas negative
comments resist their purchasing decision. In addition to this, they can also identify the
customer's experience and feedback about the same product and services. Hence, it can be said
that in order to influence customer purchasing decision and choice in the retail industry, social
media have great role.
1.4 Research methodology
RM is assumed as one of the important section of the research study or considered as one
of the crucial part that helps to scholar in identifying research issue as well as its solution
(Garner and Scott, 2013). By implement these all techniques, researcher can find out the best
alternative solution of research problem. In the current study major focus is on finding out
impact that online channel of communication have on individuals buying decisions and decision
regarding purchasing product and services in the Retail industry. For attain this objective,
researcher will apply several techniques which are obstinate below- Research Philosophy- Research philosophy is crucial method of research methodology
through which investigator can easily identify the best alternative solution of research
issue. There are major two method of research philosophy that is interpretivism and
positivism (Flick, 2011). For analyse the impact of social media on the customer choice
and decision researcher will apply positivism research philosophy. Research approach- Research approach is another significant technique for analysing
and understanding the actual objective of study. With help of this method, investigator
can assess and analyse the information for find out the best alternative solution. Inductive
and deductive are two major research approach. Deductive research approach can apply
for analyse the impact of social media on the customer choice and purchasing decision. Research technique- It is one of the important part of the research study because in this
data is collected, analyzed and interpreted about the subject (Fiegen, 2010). There are
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multiple methods of doing research like quantitative method and qualitative method.
There is difference between both approaches as by using quantitative method thematic
analysis is done where through charts respondents response are received. In quantitative
research tools like SPSS are used to analyze data. Data collection- Data collection is the one of the important part of the research study
because reliability of results largely depend on the way in which and sort of quality of
data gathered. Major primary and secondary two method for data collection (Daniel and
Sam, 2011). While researcher collects information from survey, interview, observation,
questionnaire then it is known as primary data collection. Secondary data refers to the
facts and figures which are already published in any source of information. In the current
research study researcher will conduct survey from 30 customers of Marks and Spencer
for collect information about the research subject.
 Sampling- This is crucial method in the research methodology by which researcher can
select some specific group of people for collecting information about the subject
(Creswell, 2013). Sampling is a systematic procedure for selecting some people from the
entire population. In the current study, researcher will select 30 consumers of Marks and
Spencer who regular purchasing product and services from it.
1.5 Time-scale of research Activities
In order to overcome the impact of limited time period and accomplish all research activities
within specific time period, scholar will use Gantt chart method.
Tasks /WEEK 1 2 3 4 5 6 7 8 9 10 11
 Research project topic
selection
 Determine research topic
significance
 Identification of the aim ,
objective and hypothesis of
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research subject
 Construct the literature
review along with several
themes of the subject
 Research methodology
specification
 Selection of appropriate
methods of research
 Implementation of several
research methodologies
 Prepare a systematic
questionnaire
 Conduct primary data
collection from the
consumer of Marks and
Spencer
 Selection of research
evaluation technique and
its implementation within
study
 Collect relevant
information about the
subject
 Thematic technique is
applied to the present
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outcomes.
 Detailed analysis of facts
 Preparing conclusion
section
 Final submission of
research project
 Modification according to
the feedback
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REFERENCES
Books and Journals
Bruhn, Manfred, Schoenmueller, V. and Schäfer, D., 2012. Are social media replacing traditional
media in terms of brand equity creation?. Management Research Review. 35(9). pp. 770-
790.
Chan, Ling, N. and Guillet, B., 2011. Investigation of social media marketing: how does the
hotel industry in Hong Kong perform in marketing on social media websites?. Journal of
Travel & Tourism Marketing. 28(4). pp. 345-368.
Dinan, 2000. Social marketing and sustainable tourism—Is there a match?. International Journal
of Tourism Research. 2(1). pp. 1-14.
Fotis, John, Buhalis, D. and Rossides, N., 2012. Social media use and impact during the holiday
travel planning process. Springer-Verlag.
Hays, Stephanie, Page, S. and Buhalis, D., 2013. Social media as a destination marketing tool: its
use by national tourism organisations. Current issues in Tourism . 16(3). pp. 211-239.
Hjalager and Anne-Mette, 2010. A review of innovation research in tourism. Tourism
management. 31(1). pp. 1-12.
Hudson, Simon, and Thal, K., 2013. The impact of social media on the consumer decision
process: Implications for tourism marketing. Journal of Travel & Tourism Marketing.
30(1-2). pp. 156-160.
Hvass, Kristian, A. and Munar, A., 2012. The takeoff of social media in tourism. Journal of
Vacation Marketing. 18(2). pp. 93-103.
Leung, Daniel and et al., 2013. Social media in tourism and hospitality: A literature review.
Journal of Travel & Tourism Marketing. 30(1/2). pp. 3-22.
Liu and Zhenhua, 2003. Sustainable tourism development: A critique. Journal of sustainable
tourism. 11(6). pp. 459-475.
Miguéns, Joana, Baggio, R. and Costa, C., 2008. Social media and tourism destinations:
TripAdvisor case study. Advances in Tourism Research.
Creswell, J. W., 2013. Research design: Qualitative, quantitative, and mixed methods
approaches. Sage publications.
Daniel, S. P. and Sam, G. A., 2011. Research Methodology. Gyan Publishing House
Fiegen, M. A., 2010. Systematic review of research methods: the case of business instruction.
Reference Services Review. 38(3). pp.385–397.
Flick, U., 2011. Introducing Research Methodology: A Beginner's Guide to Doing a Research
Project. SAGE.
Garner, R. and Scott, G. M., 2013. Doing qualitative research: designs, methods, and
techniques. Pearson Education.
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