Research Methodology Project: SMM Trends in UK Fashion Sector

This document presents a comprehensive research project focusing on the application and impact of social media marketing (SMM) within the UK fashion sector. The project is divided into two main components: a literature review and a research methodology section. The literature review explores current trends in SMM, such as the use of social media platforms like Facebook, Instagram, and Twitter, and their impact on brand image, customer reach, and feedback. It examines the benefits of SMM, including cost-effectiveness and brand awareness, as well as challenges, such as the need for skilled professionals and the importance of choosing the right platform. The review covers various themes, including the evolution of SMM, the impact of user-generated content, and the role of exchange and return policies in customer satisfaction. The research methodology section outlines the background, aims, objectives, and research questions of the study, as well as the rationale and significance of the research. It also includes a Gantt chart for project management, providing a structured approach to the research process. The project aims to provide insights into how social media marketing is shaping the fashion industry in the UK.

Research Methodology

Table of Contents
PROJECT COMPONENT 1: LITERATURE REVIEW................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION ...............................................................................................................................9
PROJECT COMPONENT 2: RESEARCH METHODOLOGY\.................................................10
Background of the study...........................................................................................................10
Research aim and objectives ....................................................................................................10
Research questions ...................................................................................................................11
Rationale of the study................................................................................................................11
Significance of the study...........................................................................................................11
Research methodology..............................................................................................................12
Gantt chart.................................................................................................................................17
REFERENCES..............................................................................................................................20

PROJECT COMPONENT 1: LITERATURE REVIEW
INTRODUCTION
Literature Review is one of the type of review article which helps in making thorough study of
subject matter to any person, individual or the company. A literature review is defined as a
scholarly paper or article or statement which includes all the current knowledge, thoughts,
concepts, ideas including the findings, assessments, identification made during the research
project study done. It also includes the theoretical, practical as well as methodological
contributions made to the particular project activity or topic. The term literature review makes
emphasizes on the questions related to the research topic. It also helps in identifying, appraising,
making selection and arrangements of all the research documents, evidences, statements, articles
and arguments which is required to support the research question. The literature review prepared
should be of high quality and properly formulated.
MAIN BODY
Theme 1: Trends of social media marketing (SMM) in UK fashion sector
As per the Godey and et.al., (2016), SMM is a form of marketing which is done with the
help of Internet sources by making use of the social networking websites such as Facebook,
Instagram, Twitter etc. as a marketing tool. Social Media Marketing is a process of promoting,
launching or advertising about products and services of the company with the help of social
media websites and platforms. Companies can track or monitor the progress, growth, success
with engagement of advertisement campaigns. Wang and Kim, (2017), assessed in their study
that with the help of social media marketing company can share the content of their products
with users, who will further share it on their social networking sites. By doing this, company can
increase brand image, broaden its customer reach & base, receive direct feedback from customer
in form of product review.
Tajudeen, Jaafar and Ainin, (2018), said that, social media marketing has grown rapidly
by acquiring majority of business's share by conducting business operations online. The
company can boost its sales and revenue with the help of current trends prevailing in the social
media marketing. One of current trends is 'Click and shop and user generated content'. Alves,

Fernandes and Raposo, (2016), identified that, companies are nowadays making improvement in
the technological factors related to the e-commerce business concepts and customer preferences,
demand. Companies are now providing the user generated content of their products like apparels,
accessories, bags etc. for sharing it on the user's social website. This had lead to ease in getting
product review and feedback from the customers globally. Customer on one click can get full
information about the new product or clothing apparels which has come in the market and thus
can make use of it. However on the contradictory note Shareef and et.al., (2019), argued that,
because of marketing done through social media it has lead to increase in the cost of production
as well as cost of operations of the company.
As evaluated by Drummond, McGrath and O'Toole, (2018), with the help of social media
marketing, fashion industry can 'Create their own web page on social platforms'. By doing this,
customers can easily assess to images and photographs of the fashion apparels, clothes, bags and
other accessories as uploaded by the company on its web pages. Example of some social media
marketing are Pinterest, Vine, Instagram. This will lead to sharing of photographs of most likely
fashion products among customers and hence will increase the demand for that fashion product.
Fashion Companies by providing direct link of their websites can help people in doing shopping
easily without surfing from one window to another. But at the same time, Agnihotri and et.al.,
(2016), has also said that by sharing of company's best apparels design on social media can lead
to loss of opportunity to earn more profit, as competitors can easily stole their design and ideas.
Kizgin and et.al., (2018), assessment shows that, companies engaging in the business of
fashion sectors by making use of social media marketing can connect with its customer
worldwide successfully. 'Exchange and Return policies ' given by fashion companies is one of
the current trend prevailing in the UK fashion market. Company can attend personally all the
grievances and feedback of its customer on One-on-one basis, without letting customer to wait
for long period. It has allowed customers to establish personal contacts with brands which has
helps in building brand loyalty. Because of social media marketing, many fashion designers &
retailers, brands are having their own sites for controlling business and forming brand
perception. On this Stephen, (2016), argued that, due to the policy of exchange and return, most
of the customers are making wrong use and taking advantage by buying clothes, bags, any other
fashion accessories and returning it back after their purpose is fulfilled. This has lead to loss to
companies when it comes to quality product as company receives used product from its

customers. Customers are also buying used products because of unawareness about the quality of
product that whether it is used one or fresh produced. Because of this trend of 'return of product
after not satisfying within specified time period' customer satisfaction and retention ratio is
decreasing and also creating negative impact on company's profitability.
Theme 2: Benefits and challenges of social media marketing on basis of fashion sector of UK.
Alalwan, (2018), has defined social media marketing as an effective tool of marketing for
every business organisation. By adopting to this marketing form, companies can conduct their
business operations smoothly with large access to customer across the world. The process of
social media marketing involves advertising and promoting product contents and maintaining
targeted customer engagement on social media platform such as Facebook, Instagram and
Pinterest. This marketing tool helps many business organisation in creating and increasing brand
awareness, generate more contacts, improving customer engagement relationship.
Alves, Fernandes and Raposo, (2016), has found that, social media marketing is a low
cost & effective marketing tool for the company to conduct its business operations. For a
company to promote its product, it only had to just sign up by creating a legal business profile
which is free in most of the social networking platforms. Company's engaged in fashion sectors
with the help of social media campaign can run their business activities and operations in a cost
effective manner. For promoting or advertising products of company online, relevant software
are available which don't requires any subscription cost for carrying on operations. This
marketing tool is considered as one of the cheapest marketing channel than others. On the
contradictory part, Drummond, McGrath and O'Toole, (2018), has said that bringing business on
social media platform requires employment of professional having knowledge in the field of
information technology and computer science. These are required to paid a good remuneration as
per the experience they have which in turn increases the cost of production of the company.
Gainsbury And et.al., (2016), identifies that, Brand Awareness can be increased with the
use of social media marketing. By social media platform, company can creates and increases the
Brand Recognition of its fashion products worldwide. It allows the company to conduct market
operations to thousands of customer at any moment of time. As there is no geographic limit
company can get in touch with different types of customers. Brand image ca be created when
customer shares the most photograph of that fashion products which they had like mostly which

leads to growth in the business at larger level. Colicev and et.al., (2018), has argued in this
matter that in creating brand image, company has to incur huge expenses on launching or
bringing its products in the market which includes giving discount offers, trade discount, free
samples etc. for making customer aware about the upcoming new product in the market.
As per Colicev and et.al., (2018), Company can make improvement in the customer
retention level by providing deep audience insights. On of the benefit of social media marketing
is rendering better customer service and also focus on providing after sales services to its fashion
following customer across the world. By providing fashion products and services with the best
quality, satisfying customer services company can earn maximum profits amount. With social
media marketing, company can get authentic customer insights and feedback as well through
which company can make improvements in its performance level. With social media marketing
getting customer thoughts has become easier than it was before for the business owners. Felix,
Rauschnabel and Hinsch, (2017), on this thought has also argued that by making focus only on
existing customer will lead to loss of customer acquisition opportunity for the company which
will in turn decreases its sales revenue and profit margins.
Felix, Rauschnabel and Hinsch, (2017), evaluates that by using social media marketing
tool, fashion sector companies can build good and strong customer relationship across the world.
Customer relationship management is considered as one of the most important factor for
company in achieving the overall goals and objectives of the business efficiently and effectively.
With better customer relation, company can increase its sales and profit margins over the year.
Customer once satisfied with the quality of apparels, clothes, bags or any fashion sector product
or services will recommend it to other person and will also continue using that till some new
product or services started satisfying. Ashley and Tuten, (2015), on this part argued by saying
that, once a customer reaches the highest satisfaction level, interest in consuming same product
or services started decreasing. This can lead to decrease in the sales volume of the company and
also in the profitability.
Alalwan and et.al., (2017), said that one of the major benefit from social media marketing
is the identification of its targeted customer audience. Social Media Marketing has aids the
fashion retailers and big marketers in identifying who are their targeted audiences and their taste
and preferences with the use of data analytics tools. It helps in analysing the tough competitors

understanding the taste and preferences of customers as per fashion trends and also assess the
different segments which are to be target.
In accordance with the Kizgin and et.al., (2018), there are various challenges of digital
marketing that are faced by the fashion retailer such as developing the right strategy for
marketing on social media is big challenge. The more specific the strategy, more effectively the
strategy can be executed. These strategies and objectives must be aligned with goals of the
business. In other words Drummond, McGrath and O'Toole, (2018), viewed that implementing
the goals as per the strategy set will overcome the challenge of building the successful and the
right goals and objectives. Colicev and et.al., (2018) identified that, choosing the correct
appropriate platform for social media marketing is of great importance and concern for the
companies. However, it is also analysed by the Alalwan, (2018), that, selection of the online
channel must be based on the maximum use of social media website by the consumers. Wide
presence and well known platform will have larger people connected to it and this will best
suited to the company in choosing the channel and the presence of target audience of the
corporate is also a big parameter that is taken into consideration while selecting the social media
platform. As per Tajudeen, Jaafar and Ainin, (2018), view, creating a humanistic relationship
with the audience on the social media is also big challenge for the enterprise. For gaining this
insight enterprise need to focus on developing various sales tools for rewarding the audience so
that customer loyalty can be attained by the entity. Shareef and et.al., (2019), viewed that
communicating the core values, reasons for the competencies of the business of the enterprise
calls for retention of the customers towards the brand. Measuring the social media ROI is also a
tricky aspect because it relates to the earning of the business that is ascertained from the money,
time and resources that are allocated by the company towards the digital media marketing. The
challenge is that it is different from the traditional electronic marketing and it is hard to know the
value of the company's tweet and the post shared by it as compared to the clicks on
advertisement. On the other state, Wang and et.al., (2019), also evaluated that ROI of social
media depend on the particular goals of the business so before beginning with the measurement,
enterprise must have defined its goals clearly.

Theme 3: Impact and factors of social media marketing on purchasing decisions of customer
In accordance with the Stephen, (2016), in today's world all the companies uses social
media as an effective tool for promoting or advertising their goods and services, attracting new
customers, building sales online, connecting with the existing customers and sellers and brand
support etc. Sheth, (2018), also throws highlight on the smart phone availability in the modern
era, it becomes quick and very easy for the users, consumers and the buyers to connect with
other people and companies at a large platform. Ashley and Tuten, (2015), viewed that,
consumers always make use of social media in exchanging their views, perspectives, feelings,
opinion and attitude towards the use of the services and the products. However contrary to this
Kizgin and et.al., (2018), also identified that, negative comments and feedback by the customers
affects the brand image of the enterprise which in turn influence the buying of other consumers
negatively. Moreover, Godey and et.al., (2016), analysed that social media influences the
purchasing decisions of the customers as it provides them the opportunity for comparing the
quality, features, price, services and the uses of the product offered by several corporate of same
industry. This will help the consumer in buying the product with cost effectiveness. On the other
hand, the competitive advantage of the enterprise get affected negatively as social media releases
all the confidential information of the entity and this leads to high switching of the customers and
loses the customer loyalty. Agnihotri and et.al., (2016), viewed that, social media is the largest
online platform where the customers could get a wide variety of products and services to choose
from. This helps the customers in making the decisions that are best suited to their use and can
access the discount rate availed on the online websites. On the contrary it is viewed by
theAlalwan and et.al., (2017), that, through social media company faces high buying power of
the customers which causes a disadvantage for the entity because any negative experience faced
by the individual remains within the surrounding as well and the ineffective customer service
affects the purchasing decisions of the consumer. However, Wang and Kim, (2017), depicts that,
all information regarding the experience of the customers, attitude and brand loyalty towards the
specific product can be gathered by reading the comments of the consumers. Company can
produce the products as per the specifications of the customers so that sales target can be met and
larger customer base can be reached by the enterprise. On the other side Alves, Fernandes and
Raposo, (2016), analysed that due to presence of misleading social websites, the buying

decisions of the customers gets affected adversely as they couldn't rely on purchasing the product
from the online sites due to increase in due to occurrence of fraud in not delivering the product
and losing the money. While contrary to this, it is assessed by the Felix, Rauschnabel and
Hinsch, (2017), that, social media websites like myntra, Facebook, Instagram etc are the
authorised sites from which the customers could get the product as per their choice with quality
services as branded products are been sold by these websites.
CONCLUSION
From the above literature review, it can be concluded that social media marketing is one
of the low cost and effective means of marketing channels which aids in making promotion and
advertisement of the fashion sector company's products and services on social media platforms.
With the use of social media marketing, fashion industry can connect to its customer easily by
uploading or sharing photographs or images on company's own web portal on the social media
platform. Some example of social media websites includes Facebook, Pinterest, Instagram etc.
which assists fashion retailers and businessmen in growing their market as well as customer
base. The literature review has contained some challenges which social media marketing has to
face such as constant monitoring of business web page for seeking redressal actions against the
grievances or problems faced by customers or attending feedback on serious note so as to
improve the performance level of the company. For fashion industry, creating as well as
maintaining humanistic relationship with the audience on the social media is also one of the
biggest challenge. It has also explained the impact of social media marketing on the performance
level and profitability situation of the fashion industry.

PROJECT COMPONENT 2: RESEARCH METHODOLOGY\
Topic: To assess the influence of social media marketing on purchasing decisions of
customers with regards to UK fashion sector: A study on M&S
Background of the study
The research study states that it is a burning issue that social media marketing has a high
influence on the fashion sector customers buying power in UK. The study reflects that there are
both positive and negative aspects of the social media marketing that impacts adversely and
positively the buying behaviour of the customers (Godey and et.al., 2016). The trends of the
influence of social media marketing indicates the changing trend as the fashion sector is ever
changing with the change in the taste and preferences of the customer. Social media has a great
impact on the sales and growth of the business of the fashion segment as it is the best platform
for promoting and creating the brand awareness of the product and the services. The present
study is based on the M&S, a UK largest fashion retailer, deals in clothing, home products and
food products. They are committed towards providing high quality services and luxurious food
products across the world. Furthermore, the research will facilitate deeper insight in relation to
the aims and objectives of the study. The report will also describe the methods and tools adopted
by the investigator in making the study more valuable and reliable. Some highlights will be
thrown on the importance and the reason of studying the influence of the digital marketing.
Research aim and objectives
 To investigate the trends of social media marketing over past 5 years.
 To determine benefits and challenges of social media marketing on basis of fashion
sector of UK.
 To identify impact and factors of social media marketing on purchasing decisions of
customer.
 To assess strategies for improving financial performance with reference to social media
marketing in UK fashion sector.
 To provide recommendation to M&S for purchasing decisions of customer with social
media marketing.

Research questions
 What is past trend over 5 years of social media marketing?
 What are benefits and challenges associated to social media marketing with context to
M&S?
 What are the factors of social media marketing and how they impact on purchasing
decisions of consumer?
 What are strategies of social media marketing which could be implements for upbringing
financial performance with purchasing decisions?
 What do you recommend to M&S related to social media marketing?
Rationale of the study
The reason for studying the impact and trends of the social media marketing on the customers is
that in today's changing world the relationship between the consumers and the brands has been
changed with a high pace. Currently, corporate create strategies only after knowing and
understanding the demands of the consumer, their preferences, likes, dislikes etc. through the
social media (Ashley and Tuten, 2015). Electronic marketing has a major influence on the
business and on the overall world as It directly connects the company with the customers and a
large customer base can be attained by the enterprise by using the social media marketing. It is
the cost efficient method of promoting the products of the entity as only marketing cost has to be
bear by the company instead of other expenses and cost like rental cost, warehousing cost,
carrying and handling cost, cost of land etc. It helps the company in developing the effective and
efficient tactics so that it can study the customer requirements easily and appropriately.
Significance of the study
The data produced from this study will help in making the comparison between the different
aspects of the social media and provide a deep insight into the impact of the internet marketing
on the purchasing power of the customers for the M&S. The research will help the other scholars
and the other fashion sector retailer in determining and identifying the pros and cons of the
electronic media marketing. This research study will also assist the other investigator who are
making the research relating to this topic. This study will act as a base for the college students
who had been provided the live assignments on the social media marketing influences and their

study will become more easy and reliable. The professors who are preparing the thesis in the
impact of marketing online on the behaviour of the customers can also take assistance from this
research study. This will act as the secondary data for the professionals who builds articles,
books and journals with the quality of validity. It provides the base for all the government
policies in context of e-commerce present in the system. It acts as a crucial report for the social
scientist in evaluating the social relationship and can seek answers to various social problems. It
helps the company in resolving the various planning and operational problems of industry and
the business.
Research methodology
 Research type: Research is known as careful consideration of study related to specific
concern or issue with application of scientific methods (Felix, Rauschnabel and Hinsch,
2017). There are significant two types of research as quantitative and qualitative research.
Quantitative research collects data in numerical aspect and could be put into categories,
measured in measurement units or in order of ranking. Generally, this type of data could
be used for constructing tables, graphs of raw data. Its main objective is for establishing
usual laws of phenomenon or behaviour across various contexts or setting. As it is always
used for testing theory and supports for choosing or rejecting it. However, qualitative
research is empirical where data is not represented in number form. It is multi method
and lay emphasis, engages a naturalistic, interpretive approach for its subject matter. In
simple words, it shows that qualitative researchers traces things to attempt to make sense,
natural setting, interpreting and in terms of meanings people up brings to them. It is often
used to explore extensively and helps researchers for gaining understanding of numerous
opinions, reasons and motivations. This offers insights into issue and helps to develop
any hypotheses or ideas for potential qualitative research.
The main objective is to understand the individual's social reality, cultures with
possibilities for participants live or feel it. This is exploratory and directly seek for explaining
why and how of specific phenomena, behaviour in particular context. Generally, this could be
performed with varietal methods for developing understanding about perception of people
related to social realities and how they response in social world such as questionnaire,
observation, in depth interviews and focus group discussions. On basis of this study, researcher
would use qualitative research as it is all about purchasing decision which is a human behaviour