HI6008 Business Research Project: Social Media and Consumer Behavior

This business research project investigates the impact of social media on the buying behavior of consumers, focusing on the retail industry in the UK. The report outlines the research methodology, including the use of quantitative research methods and a questionnaire for primary data collection. It explores research questions related to the impact of social media on businesses and consumer satisfaction. The project details the sampling approach, data analysis techniques, and the interpretation of findings, summarizing the influence of social media on consumer purchasing decisions. The conclusion highlights the significance of social media in modern business and its transformative effect on consumer behavior. The report also includes references to support the findings.

Business Research
Group Project
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Contents
INTRODUCTION...........................................................................................................................3
Research questions.................................................................................................................4
Research Methodology....................................................................................................................4
Sample Questionnaire.............................................................................................................5
Proposed primary data sample size and sampling approach..................................................7
Analysis and interpretation.....................................................................................................7
Summary of the Findings.................................................................................................................7
Conclusion.......................................................................................................................................8
REFERENCES..............................................................................................................................10
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INTRODUCTION
Research methodology is defined as the techniques or methods that researcher used to
collect and analyse data. It is one of the important section of the research study in which different
methods are included which help researcher in performing the study in an appropriate and
systematic way and accomplish the aim of study. It enables reader evaluate overall reliability and
validity of research by answering two key questions - how data will be collected and how it will
be analysed (Ahmed, Opoku, and Aziz, 2016). The methodologies are the specific tools which
are very helpful for the researcher in collection of adequate amount of data as well as their
proper analysis which make the researcher able to draw appropriate findings of the research and
accomplish its main aim. The research methodology section includes different types of
methodologies involving research philosophy, research design, research approach, research
strategy, data collection methods, sampling methods, time horizon etc. All these methods assist
in performing the study systematically.
This particular business research project is based upon the title "impact of social media on
buying behaviour of consumers". In performing this study appropriately, the research
methodologies enable researcher to collect ample amount of data and information on the topic
and analysis of data to draw valid conclusion. The main themes associated with this study are -
Concept of social media on business and way in which retail business use social media; Impact
of social media on buying behaviour of the customers of the retail firms in UK; Challenges faced
by the retail firms in using social media for changing the buying behaviour of the customers in
UK. Based on these themes, the literature review was performed in the previous part. Now, in
order to perform the overall study in systematic manner, it is very important to use different
methods to enunciating the issue, developing a hypothesis, gathering the facts or data or
information, analysing the data as well as reaching to the conclusion (Bresler, and Stake, 2017).
This business research project involves a brief introduction along with justification of the
research question. Apart from this, it covers a detailed research methodology which addresses
qualitative or quantitative method, the hypothesis, some additional secondary data, information
about proposed primary data sample size, sampling approach, questionnaire design factors, and
envisaged analysis as well as interpretation. In addition to this, it involves summary of findings
conclusion related to the original research issue or question. The main research questions
associated with this study are provided below:
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Research questions
 What are the main problem or issues organization is facing through social media buying
behaviours?
 What are the impact of social media on business?
 Did customer are satisfying with the social media buying with products and services?
 What are the cause of social media on retailing business?
Based on the above provided research questions, researcher will be able to gather
appropriate data on the topic. Apart from this, the main reason of selected "impact of social
media on buying behaviour" as topic and the research question is that by assistance of these, the
investigator will be able to determine the main issues of challenges that an organisation faced
associated with social media buying behaviour (Clandinin, Cave, and Berendonk, 2016). Apart
from this, it also helps in gaining proper understanding of the concept as well as the impact of
social media on buying behaviour of consumers in retail firm.
Research Methodology
Type of Research
The choice of research methodology is the first step taken by the researcher to execute
the analysis is right manner, therefore, the suitable selection of research approaches is mainly
relay over the selection of research type. The choice of research is mainly of qualitative,
quantitative or mixed research method where qualitative and quantitative both the tools are
implementing.
Qualitative method for investigation is a method that provides assistance in gathering
data which is to a greater extent a hypothetical way as opposed to mathematical aspects. This
type of examination procedure helps the researcher to acquire positive results and after-effects of
the exploration and aggregate qualitative investigation exploration is more expressive technique
for all sort of information by utilizing every one of the undertakings and exercises of the
examination in the most useful way (Daniel, and Harland, 2017). This method is effective in
providing information in theoretical aspects where discussions mainly relay over theories,
concepts, and models and so on.
Quantitative is another examination method which is generally utilized by the researcher
to executing descriptive analysis where entire execution is based on numerical and mathematical
aspects (Davidavičienė, 2018). This type of researching method incorporates assortment of
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mathematical information as well as statistical data which is useful in finishing the study with a
proper assessment of variable figures and measurements.
In the case of this present investigation work, based on the aspect of analysing the impact
of social media over the buying behaviour of customers, quantitative research method is being
implementing by the researcher as this is the most suitable tool to executing descriptive statistical
analysis as it is effective in conducting analysis where information is being accumulated over
actual facts and figures and are relay over statistical and mathematical aspects (Devi, 2017).
However, quantitative research is supportive in executing statistical analysis over the aspect of
social media and its impact over the buying behaviour of customers.
Data Collection Sources
The collection of information is mainly encompassing over two approaches i.e. primary
and secondary sources of data collection. The two tools are imperative in executing analysis in
suitable manner. In the case of this present investigation work both the tools are implementing by
the researcher as primary information assortment is one method of gathering data which is
significant and fundamental to direct the examination and backing a definitive outcome. Primary
research is led by utilizing survey, where questionnaire is being designed which covers the aim
and objectives of the research. Here questionnaire is being provided to the respondents with
support of online processes (Haydon, Browne, and van der Riet, 2018). On the other hand,
secondary information assortment is a typical sort of amassing legitimate data favour of the
exploration and furthermore for supporting the evidence. The accumulation of secondary
information is based over books, journals, articles and so on. Here in the investigation secondary
sources are effective in developing literature review to enhance theoretical understanding about
the aspect of social media and its impact over the buying behaviour of customers.
Sample Questionnaire
Questionnaire is a tool or research instrument that researcher use for gathering data. It
consists of some series of questions which assist researcher in gaining responses from the
respondents or the participants of research. In relation to this particular research, questionnaire is
used for gathering the primary information on the topic (Hickson, 2016). It consists of some
close ended questions to be answered by respondents. An online survey will be performed so that
the data can be collected easily without going outside. The sample questionnaire in relation to
this study is provided below:
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Q 1) Do you have any understanding and awareness regarding social media?
a) Yes
b) No
Q 2) How social media impacts on the buying behaviour of consumers in retail industry in
United Kingdom?
a) Positively
b) Negatively
c) No impact
Q 3) According to you, in which way retail businesses use social media platform?
a) For advertisement
b) For promotion
c) For increasing consumer base
d) For increasing revenues
e) All of the above
Q 4) How effective social media platforms are for retail business organisation in gaining
attention of customers and changing their buying behaviour?
a) Highly effective
b) Effective
c) Neither effective nor ineffective
d) Ineffective
e) Highly ineffective
Q 5) As per your opinion, which is the key challenges faced by the retail firms in using
social media for changing the buying behaviour of the customers in United Kingdom?
a) Building a community of followers
b) Lack of resources
c) Measuring Social Media ROI
d) All of the above
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Proposed primary data sample size and sampling approach
Sampling is the method or process which is used by researcher in statistical analysis in
which researcher selects predetermined number of observations from larger population. There
are two ways of gathering sample size including probability sampling method and non-
probability sampling methods (Igwenagu, 2016). In the first probability sampling method, the
chances of getting selected of each respondents are equal and in non-probability sampling, the
chances of getting selected are not equal and researcher select sample based on their
convenience. In context of this specific study, probability sampling method is utilised. Apart
from this, the type of sampling used is simple random probability sampling method. The main
reason of selecting this method in the research is that it enables researcher to reduce the chances
of biasness by providing each individual with equal opportunity of being selected in the study
(Opoku, Ahmed, and Akotia, 2016). The proposed sample size choose for this study will be 40
respondents who are the employees of retail business in United Kingdom.
Analysis and interpretation
Data analysis and interpretation in the research is referred as the procedure of assigning
meaning to gathered information as well as determining the conclusion, implications and
significance of findings. In this particular business research project, the data analysis method that
will be used by a researcher is quantitative data analysis method in which the analysis of
numerical information will be performed and is represented in mathematical terms. Frequency
distribution method will be used that indicates the frequency of each response given by the
respondent (Ørngreen, and Levinsen, 2017). It administers additional information to the
researcher and enable to examine the consensus level among the data. By the help of data
analysis and interpretation, researcher will be able to draw valid and reliable conclusion of the
study.
Summary of the Findings
From the evaluation of the study, it has been summarised that, social media termed as the
most effective source which is widely being implemented by the businesses in the 21st century to
enhancing the reaching of the business at wider scale. Therefore, social media has transform the
way a business used to implement for executing their operations and implement modernized
manner to enhance the operational ability of the business and increasing the customers base at
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global level. Social media is also an effective aspect which influencing the buying intention of
the customers widely (Turnbull, Chugh, and Luck, 2021). The investigation is expected to
reaching at the aspect that, social is influencing the buying behaviour of customers, thus, social is
the widely used process which is using by individual from each age group on their daily routine
and this is the key factor which affects the buying intention of customers as per the change arises
in the trends, taste and preference of the customers. In addition to this, the study also stated that,
social media is also an effective tool which helps the businesses to implementing suitable
communication with the customers and also helps in influencing their decision to buy products
and facilities that are effective in fulfilling the desires of the buyers. Therefore, suitable concepts,
theories and models are implementing to support the study is effective manner (Ulmer, 2017).
Conclusion
As per the detailed analysis executing over the aspect of analysing the impact of social
media on the buying behaviour of customers it has been concluded that, buying behaviour of
customer is the most considered aspect of the business as the growth and development of the
business is widely relay over the satisfaction of the customers at market place. However, social is
the effective technology which has transformed the way of conducting business in the 21st
century. Businesses in the modern era are widely concern over implementing social media tools
and technologies like SEO, Facebook, Instagram, Online sites and so on, and thus, these all are
effective in influencing the behaviour and choice of customers to buy a particular project.
Differences are arising among the business and the customers due to communication gap and the
emergence of social media has fill the gap and implementing effective way to be connected with
their customers. Furthermore, the study stated that, social media channels has direct impact over
the buying behaviour of customers as in the modern business era individual are very much
seeking for using social media channels in their daily life and widely influencing by the new
trends and style. However, social media are termed to be the most effective tool that are effective
in influencing the buying behaviour of customers an d also helps the business to enhancing their
reach. Here qualitative study is effective in stating the significance of social media in influencing
the behaviour of customers and also stated that, social media is an effective approach by which
emotional sentiment can be developed through the advertisement approach within the buyers
through that they can be affected that the product and services that is being offered to them is as
per their own requirement and are able to fill their needs.
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REFERENCES
Books and Journals
Ahmed, V., Opoku, A. and Aziz, Z. eds., 2016. Research methodology in the built environment:
a selection of case studies. Routledge.
Bresler, L. and Stake, R.E., 2017. Qualitative research methodology in music education. Critical
essays in music education, pp.113-128.
Clandinin, D.J., Cave, M.T. and Berendonk, C., 2016. Narrative inquiry: a relational research
methodology for medical education. Medical education, 51(1), pp.89-96.
Daniel, B.K. and Harland, T., 2017. Higher education research methodology: A step-by-step
guide to the research process. Routledge.
Davidavičienė, V., 2018. Research Methodology: An Introduction. In Modernizing the Academic
Teaching and Research Environment (pp. 1-23). Springer, Cham.
Devi, P.S., 2017. Research methodology: A handbook for beginners. Notion Press.
Haydon, G., Browne, G. and van der Riet, P., 2018. Narrative inquiry as a research methodology
exploring person centred care in nursing. Collegian, 25(1), pp.125-129.
Hickson, H., 2016. Becoming a critical narrativist: Using critical reflection and narrative inquiry
as research methodology. Qualitative social work, 15(3), pp.380-391.
Igwenagu, C., 2016. Fundamentals of research methodology and data collection. LAP Lambert
Academic Publishing.
Opoku, A., Ahmed, V. and Akotia, J., 2016. Choosing an appropriate research methodology and
method. Research methodology in the built environment: A selection of case studies, 1,
pp.30-43.
Ørngreen, R. and Levinsen, K., 2017. Workshops as a Research Methodology. Electronic
Journal of E-learning, 15(1), pp.70-81.
Turnbull, D., Chugh, R. and Luck, J., 2021. Learning management systems: a review of the
research methodology literature in Australia and China. International Journal of
Research & Method in Education, 44(2), pp.164-178.
Ulmer, J.B., 2017. Posthumanism as research methodology: Inquiry in the
Anthropocene. International Journal of Qualitative Studies in Education, 30(9), pp.832-
848.
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