Assessing SMM Impact on Customer Buying Behavior at M&S (UK)

This report investigates the impact of social media marketing (SMM) on customer buying behavior, specifically within the context of Marks & Spencer (M&S) in the UK retail sector. The study aims to understand how SMM influences customer decision-making processes. The report begins by defining SMM and its strategic importance, followed by an examination of factors affecting customer decisions, including social, cultural, personal, and psychological influences. The methodology employs a qualitative research approach, utilizing an inductive approach and interpretivism philosophy, with data collected through surveys and secondary sources, analyzed using thematic analysis. The report also addresses research limitations, ethical considerations, and the reliability and validity of the research. The literature review explores the positive and negative impacts of SMM, including its role in brand awareness, customer engagement, and the potential for negative customer experiences. The findings are intended to provide insights for M&S and other UK retailers, offering recommendations for enhancing customer engagement and base through SMM strategies. The study includes the research questions, rationale, and significance of the study, along with data collection and analysis methods.

Topic: To assess the impact of social media marketing on customer buying behavior in the context of UK
retail sector: A study on M&S
Background of the study
Social media marketing may be served
as a strategic tool which provides business
units with platform in relation to promoting
their products or services. SMM is highly
significant which helps firm in increasing
brand awareness and thereby maximizes both
productivity as well as profitability (Tuten and
Solomon, 2017). In the current times,
business units are emphasizing pertaining to
placing advertisements on social networking
sites include Facebook, Twitter and Instagram
etc. For this, M&S has been selected which
provides customers with wide range of
products or services including food, clothes
and home related. In this, report will shed
light on the concept related to social media
marketing and its association with customer
decision making. In this, report will provide
deeper insight about the methods that helps in
addressing research problem prominently.
Rationale of the study
The main reason behind conducting current investigation is to identify the role of SMM in customer decision making. This is considered as research issue
because with the motive to persuade and attract customers now companies are placing high level of emphasis on undertaking social media marketing strategy
(Voramontri and Klieb, 2019). Thus, through the means of thematic analysis research could shed light on the influence of SMM on customer decision making aspect.
Significance of the study
The present study and its outcome are highly significant for several stakeholders namely M&S, other scholars and firms working in UK retail sector. Thus,
referring outcome of this study firms operating in retail sector including M&S would become able to assess the extent to which decision making of customers can be
influenced using social media marketing strategy. In addition to this, other researchers can also use this study for developing suitable hypothesis for further
investigation.
Research philosophy
Interpretivism and positivism are the main two philosophies that researcher can
employ while doing investigation (Kumar, 2019). In this, for presenting an appropriate
solution of issue interpretivism philosophy will be applied by the researcher. As per this,
researcher will preset appropriate view of study by interpreting qualitative facts and figures.
Research aim and objectives
Aim
To investigate the impact of social media marketing (SMM) on customer buying
behavior or decision making with regards to M&S.
On the basis of above aim following objectives has been drafted:
To develop understanding about the concept of social media marketing.
To identify factors that affects customer decision making within retail sector.
To assess the extent to which SMM has an impact on M&S’s customer decision making.
To recommend SMM strategies to M&S with regards to the enhancement of customer base.
Research questions
Q.1 What is social media marketing?
Q.2 Which factors impact customer’s decision making in the context of UK retail sector?
Q.3 What is to the extent to which SMM affects decision making aspect of M&S’s customers?
LITERATURE REVIEW
According to the view point of Felix, Rauschnabel and Hinsch (2017) social media marketing may be served as a significant strategic aspect which helps
businesses in reaching to both existing and potential customers. In the current times, usage of social media site such as Facebook, twitter etc is increasing with the very
high pace. Moreover, now, people spend their lots of time on social sites. Due to this, companies are taking resort of social sites with the motive to develop awareness
among customers about their offerings. Further, Alalwan and et.al., (2017) stated that in their study that social media marketing includes specific content which helps
businesses in promoting products through social media platforms. Thus, SMM refers to the strategy which is undertaken by the firm for creating or developing
interaction between brand and targeted customers. Godey and et.al., (2016) said that there are several factors which in turn impacts customer buying behavior and
attitude. This in turn mainly includes social, cultural, personal and psychological factors which closely influence customer’s decision making about purchase.
Accordingly, customer decision making is affected from friends, family, lifestyle, income, perception, learning, belief, attitude etc. Dahl (2018) identified that social
media marketing has greater or significant impact on customer’s buying decision. Moreover, through social media marketing business unit focuses in providing
customers with information about their latest and unique collection of products or services. In this way, company can persuade customers at global level about the brand
and its offerings. Thus, it is the cost effective marketing strategy which helps in building high customer base.
Factors that impact customer decision making
However, on the critical note, Stephen (2016) mentioned that SMM impact decision making of customers in the negative manner as well. Moreover, now,
before taking decision about purchase customers do online comparison or evaluation of products. In addition to this, sometimes some customers also do negative
comments which in turn adversely impact other’s decision making. In other words, some customers also have negative experience with the concerned products or
services. In this, they share their experiences online which impacts brand image, market share and customer base negatively. Tuten and Solomon (2017) depicted in their
study that SMM offers opportunity to the companies in relation to uploading images about their current stock and discounting offers. Through this, company can attract
large number of customers and thereby maximizes both productivity as well as sales. Lee and Hong (2016) argued that SMM enables firm to create satisfied customer
base by resolving their queries timely. In this way, company would become able to provide customers with accurate information about products or services. Kumar and
et.al., (2016) assessed in their investigation that SMM helps firm in getting information about customer’s post purchasing behavior. Along with this, people also share
their preferences and perception about specific products or services. Thus, referring customer’s preferences company can do suitable changes in the existing offerings
and thereby would become able to increase customer base and stimulate sales as well. Thus, by taking into account all the above aspects it can be mentioned that SMM
has impact on customer’s decision making in both positive and negative manner.
Research methodology
Research type
Qualitative and quantitative are the main two types of research that
researcher employ for addressing issue or problem (Kumar, 2019). In this,
for ascertain the impact of SMM on customer’s decision making pertaining
to M&S qualitative research type will be used. Moreover, aspects associated
with issue cannot be presented and evaluated in numeric format.
Research approach
In research, selection of approach is highly influenced from the type of
issue being investigated. Inductive and deductive are the main two research
approaches that researcher can undertake for identifying appropriate solution of
issue (Quinlan and et.al., 2019). In this, referring qualitative research type,
inductive approach will be used the scholar. Accordingly, emphasis will be placed
on developing new theoretical framework by evaluating observations.
Research limitation
Time and resources are considered as the main
limitation of this study which in turn impacts investigation
to some extent. Due to having limited time survey will be
conducted on only 30 customers rather than more. Further,

Data collection:
Primary and secondary are the main two sources which can be used by the
researcher for data collection. With regards to primary data collection, survey will be
conducted by the researcher on 30 customers through the means of questionnaire. In addition
to this, data will also be gathered from secondary sources referring books, journals and
scholarly articles.
Sampling:
For revaluating research problem prominently 30 customers of M&S will be
selected by the researcher by taking into account simple random sampling technique.
Data analysis
In order to analyze gathered data set thematic perception test technique will be used
by the researcher. The rationale behind the selection of this technique is that it helps in
determining suitable solution from qualitative data set. According to this, as per responses
gathered several themes will be prepared and supported through brief thesis prepared in LR.
period thematic perception test technique will be used over
SPSS. On the other side, SPSS is highly significant which
provides broader view of study. However, in order to avoid
such limitations simple random sampling is selected which
in turn avoids biasness significantly. Along with this, in
qualitative investigation thematic analysis also assists in
evaluating facts in the best possible manner (Ledford and
Gast, 2018).
Ethical consideration, reliability & validity
For enhancing the effectiveness of research data
will be gathered from the latest and copyright protected
sources. Moreover, they provide highly appropriate
information in line with the current trends. Further, in order
to comply with ethical aspects reference list will be added
for giving credit to the concerned authors.