Research Proposal: Social Media Marketing & Customer Behavior M&S

This research proposal investigates the impact of social media marketing (SMM) on customer buying behavior in the UK fashion sector, focusing on Marks & Spencer (M&S). It aims to determine the extent to which SMM influences customer decisions. The proposal outlines the research questions, aims, and objectives, including understanding SMM's significance, identifying factors impacting buying behavior, investigating the relationship between SMM and customer decisions, and recommending SMM strategies for M&S. The literature review examines key papers on SMM, psychological, personal, and social factors influencing buying decisions, and the role of social media platforms. The proposed methodology includes an inductive approach, qualitative research, primary data collection through surveys, and secondary data analysis using thematic analysis. Ethical considerations, limitations, and expected research outcomes are also discussed, anticipating that SMM significantly influences customer buying decisions and can improve M&S's profitability.

Research Proposal

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Background/Context of the Research..........................................................................................3
Research Question.......................................................................................................................3
Research Aims and Objectives....................................................................................................3
LITERATURE REVIEW................................................................................................................4
Key Papers...................................................................................................................................4
Conceptual Framework................................................................................................................5
METHODOLOGY..........................................................................................................................5
Research Approach......................................................................................................................5
Research Strategy / Type.............................................................................................................6
Methodology & Tools..................................................................................................................6
Sampling Approach.....................................................................................................................6
Ethical Considerations.................................................................................................................7
CONCLUSION................................................................................................................................7
Limitations of Proposed Approach..............................................................................................7
Expected Research Outcomes......................................................................................................7
REFERENCES................................................................................................................................8

Topic: To assess the impact of social media marketing on customer buying behavior in the
context of UK fashion sector: A study on M&S
INTRODUCTION
Background/Context of the Research
In the current times, retail business units are placing high level of emphasis on
undertaking social media marketing with the motive to enhance customer base, productivity as
well as profitability. SMM is considered as o0ne of the most effectual approach as it helps firm
in building connectivity with customers at global level (Sanny and et.al., 2020). For this proposal
M&S has been selected, British multinational retailer, which provides customers with wide range
of fashion apparels and accessories at suitable prices. In this, proposal will highlight how SMM
impacts customer decision making. It also depicts tools and techniques which will be used for
deriving suitable result from issue being investigated.
Research Question
Q.1 What is social media marketing?
Q.2 Does social media marketing impacts buying decision of M&S customer’s?
Research Aims and Objectives
The aim behind conducting current study is to identify the extent to which social media
marketing have influence on buying behavior on customers with regards to M&S.
Referring the above aim following objectives have been drafted:
 To develop understanding about the concept of SMM and its significance.
 To identify factors which impact buying behavior of customers within fashion sector.
 To investigate the relationship between SMM and customer decision making pertaining
to M&S.
 To recommend competent SMM strategies to M&S which positively impacts customer
buying decisions.

LITERATURE REVIEW
Key Papers
According to the views of Alalwan (2018) social media marketing may be defined as a
strategic framework or platform used by business units for promoting their products and services.
It enables firm to increase customer engagement pertaining to both existing as well as new one
and persuade them about company’s vision & mission. Shareef and et.al., (2019) presented SMM
as the most effectual tool in their study by stating that it assists firm in reaching to the prospect
customers. There are several social media platforms which organizations can undertake for
developing unique image in the mind of customers namely Facebook, Twitter, Instagram etc.
Lim and et.al., (2017) identified numerous factors under the category of psychological, personal,
social etc which have high level of influence on buying decisions of customers. According to the
psychological theory learning, attitude etxc are the main factors which significantly impacts
buying behavior of customers. On the contrary to this, Chen and Lin (2019) mentioned that, by
referring social psychological theory, culture, sub-culture, social class etc have impact of
customer decision making. With the motive to reflect status or create distinct image in society
upper class people prefer to purchase expensive and branded products.
Zollo and et.al., (2020) assessed in their study that SMM helps in developing direct
connections with customers. Now, people spend their huge amount of time on social networking
sites. By doing research, it has found that around 2.8 billion customers are active on social
networking sites. In this way, SMM facilitates quick communication and helps company in
fulfilling its objectives. However, on the critical note, Cheung and et.al., (2021) said that in
SMM business unit receives both positive and negative feedbacks from customer’s which can be
seen by people who resides at global level. In this situation, negative feedback or comments
adversely impacts purchasing decision of customers.
Ibrahim, Aljarah and Ababneh (2020) found in their study that by putting information on social
sites about discounts, new arrivals etc business unit can attract more customers. It shows that
with the help of SMM business units can make their customers up-to-date about offerings.
Shareef and et.al., (2019) criticized SMM on the basis of the aspect that now all kind of business
units are doing marketing via social websites. As, SMM is one of the most cost-efficient way

which helps firm reaching the wide target market. Along with this, now customers take
purchasing decision after making evaluation of competitors offering and other aspects as well. It
presents that competitors promotion on SMM also have greater impact on customers.
As per Tuten (2020), social media platforms enable company to develop high level of
satisfaction and brand loyalty among customers. The reason behind this, through the means of
SMM companies can resolve queries or feedbacks of customers prominently within suitable time
period. In this way, by providing customers with satisfactory responses firm can positive attract
and retain customers for longer duration (Iankova and et.al., 2019).
Conceptual Framework
Has impact on having influence on
METHODOLOGY
Research Approach
Inductive and deductive are the main two approaches which used in research for
addressing research issue prominently (Bairagi and Munot, 2019). However, research approach
selection is highly depending on the type of study undertaken. In this, for addressing research
Fashion
products
Social media (Facebook,
Twitter, Instagram)
Customers
(youth) Change Customer
buying
behavior
Affects
Factors
 Personal
 Cultural
 Psychological
 Economic

questions inductive approach will be used by the scholar. According to this, scholar will start
from observation and ends will the development of new theoretical framework. This research
approach is highly effectual as it helps in doing qualitative investigation in the best possible way.
Research Strategy / Type
Research type selection is highly important because consideration of other techniques
affect from it (Kumar, 2018). Thus, according to the research issue research can select type
namely qualitative and quantitative. For getting deeper insight about the impact of SMM on
buying behavior of customer’s qualitative research will be used. The rationale behind the
selection of this type is that it helps in analyzing underlying facts and opinions.
Methodology & Tools
Data collection is recognized as highly significant for research which can mainly be
gathered from two sources such as primary and secondary. In order to meet research aim and
objectives data will be gathered using both primary and secondary sources. For primary data
gathering, survey will be conducted on 30 customers of M&S with the help of questionnaire.
This method is highly effective as by including both open and close ended questions in
questionnaire objectives can be attained. Besides this, brief thesis will be prepared using books,
journals and scholarly articles pertaining to SMM & customer buying behavior.
There are mainly two techniques of data analysis such as SPSS and thematic perception
test technique which scholar can employ for converting raw data set in meaningful information.
For analyzing gathered data set thematic perception test technique will be used which helps in
deriving suitable results under qualitative investigation. On the basis of this, themes will be
prepared referring survey’s results and supported with graphical presentation & secondary data
set as well.
Sampling Approach
Sampling techniques can be distinguished into two probabilistic and non-probabilistic
which scholar uses for deriving suitable sample for survey purpose. For survey purpose, 30
customers of M&S will be selected by referring simple random sampling technique. Moreover,
simple random sampling helps in addressing qualitative aspects and getting suitable outcome.

Ethical Considerations
With the motive to enhance the effectiveness of study ethical aspects will be followed in
this study to a great extent. Regarding this, consent will be taken from the potential respondents
by sending related forms to them. This in turn exhibits willingful participation of respondents in
the survey initiated. Further, for giving credit to the related authors, whose study will be used,
emphasis placed on including reference list. By this, it can be ensuring data has been rephrased
using secondary sources rather than copied.
CONCLUSION
Limitations of Proposed Approach
Time, money and resources are considered as main research limitations which affect
study to the significant level. Due to limited time period only 30 respondents selected for survey
purpose. In addition to this, SPSS technique will not be used due to lacking both time and
resource availability. However, for avoiding limitation and to enhance the significance of study
simple random sampling which avoids biasness and facilitates appropriate sample selection.
Along with this, thematic will be considered over SPSS because concerned research issue falls
under the category of qualitative aspects. Further, there are several sites which require
subscription and thereby affects resource availability. In this regard, key words have been used
for finding appropriate articles according to study. All these aspects present that effectual
techniques will be used by the researcher for deriving suitable results.
Expected Research Outcomes
By doing secondary investigation, it has been assessed that buying decisions of
customer’s influence from SMM. It can be seen in the LR section there are several factors which
closely impacts buying decisions of customers about purchase. The reason behind this,
comments made by existing and potential customers on social sites entice decision making of
customers to a great extent. Further, SMM offers opportunity to the firm in relation to informing
customers globally about the latest product, services and other aspects. Thus, it can be stated that
by making focus on SMM M&S can attract customers and thereby would become able to
improve profitability.

REFERENCES
Books and Journals
Alalwan, A. A., 2018. Investigating the impact of social media advertising features on customer
purchase intention. International Journal of Information Management, 42, pp.65-77.
Bairagi, V. and Munot, M. V. eds., 2019. Research methodology: A practical and scientific
approach. CRC Press.
Chen, S. C. and Lin, C. P., 2019. Understanding the effect of social media marketing activities:
The mediation of social identification, perceived value, and satisfaction. Technological
Forecasting and Social Change. 140. pp.22-32.
Cheung, M. L. and et.al., 2021. Investigating the role of social media marketing on value co-
creation and engagement: An empirical study in China and Hong Kong. Australasian
Marketing Journal, 29(2), pp.118-131.
Iankova, S. and et.al., 2019. A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management. 81. pp.169-179.
Ibrahim, B., Aljarah, A. and Ababneh, B., 2020. Do social media marketing activities enhance
consumer perception of brands? A meta-analytic examination. Journal of Promotion
Management. 26(4). pp.544-568.
Kumar, R., 2018. Research methodology: A step-by-step guide for beginners. Sage.
Lim, X. J. and et.al., 2017. The impact of social media influencers on purchase intention and the
mediation effect of customer attitude. Asian Journal of Business Research, 7(2), pp.19-36.
Sanny, L. and et.al., 2020. Purchase intention on Indonesia male’s skin care by social media
marketing effect towards brand image and brand trust. Management Science
Letters. 10(10). pp.2139-2146.
Shareef, M. A. and et.al., 2019. Social media marketing: Comparative effect of advertisement
sources. Journal of Retailing and Consumer Services, 46, pp.58-69.

Shareef, M. A. and et.al., 2019. Social media marketing: Comparative effect of advertisement
sources. Journal of Retailing and Consumer Services. 46. pp.58-69.
Tuten, T. L., 2020. Social media marketing. Sage.
Zollo, L. and et.al., 2020. Unpacking the relationship between social media marketing and brand
equity: The mediating role of consumers’ benefits and experience. Journal of Business
Research. 117. pp.256-267.