Impact of Social Media Marketing on Consumer Behaviour: Case Study

This report investigates the influence of social media marketing on consumer buying behavior, with a specific focus on the retail sector, using Tesco PLC as a case study. The research begins by defining marketing and consumer buying behavior, emphasizing the role of social media in shaping consumer attitudes and purchase decisions. It highlights the significance of social media marketing in the current market, especially for major retailers like Tesco. The report outlines the research aims, objectives, and questions, including the meaning and importance of social media marketing, the consumer buying process, and the specific impact on Tesco. The methodology involves a literature review, data collection through questionnaires, and thematic analysis of data from 50 Tesco customers. The study aims to provide recommendations on how Tesco can leverage social media to attract more customers. The research underscores the importance of social media as a tool for attracting customers and understanding consumer preferences, considering both positive and negative impacts of social media marketing on consumer behavior.

Impact of Social Media Marketing on Consumer
Buying Behaviour: A Case Study of Retail Sector

TABLE OF CONTENTS
TITLE..............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background of research.........................................................................................................1
1.2 Background of company........................................................................................................1
1.3 Research aims and objective..................................................................................................2
1.3.1 Aim.................................................................................................................................2
1.3.2 Objectives.......................................................................................................................2
1.4 Research questions.................................................................................................................2
1.5 Significance of research.........................................................................................................2
1.6 Literature review....................................................................................................................3
1.7 Research methodology...........................................................................................................3
REFERENCES................................................................................................................................4

TITLE
Impact of social media marketing on consumer buying behaviour a case study of retail
sector
CHAPTER 1: INTRODUCTION
1.1 Background of research
Marketing is that process or tool which is often and on regular terms used by company in
way of identifying the potential customer and market so that they could sell or promote their
products to them (De Mooij, 2018). This is very long way process which starts at discussing or
identifying opportunities in market, then planning, researching on activities, collecting
information from market, dealing out with customers and promoting products. Mostly and
generally different types of marketing tools and tactics which is used and included by company
which will have its greater impact on the buying behaviour of customer. As all customers are
having different taste, preference, occupation, and lifestyle and differ in place to where they are
belonging. So it is not necessary that same tool of marketing would be impacting all different
type of customers which may differ as well. Consumer buying behaviour is that which includes
attitude, intention, decision and preference to buy the product or service offered by company.
Thus it is also termed to as a study which covers psychology, economy, anthropology and
sociology related to customers.
Thus this particular research will be describing impact of social media marketing on
buying behaviour of customer based on retail sector especially. Social media in today’s time are
having much greater impact on mind and behaviour of customer they would certainly decide
over product just by looking for reviews of others (Kandampully, Zhang and Bilgihan, 2015).
This report will explore all sort of impact which social media marketing is having customer and
their buying behaviour including both negative and positive one.
1.2 Background of company
For analysing impact of social media marketing on customer and their buying behaviour
retail sector of UK TESCO Plc. will be taken. This is highest grossing company with having
largest share in UK retail sector market which is about 12.5%. The company was founded in year
1919 by Jack Cohen currently it is having about 6500+ shops from all around the world making
it one of the most successful retailer in world market. TESCO is operating in about 7 countries of
world including UK, Ireland, Hungary, India, Thailand, Malaysia and Czech Republic
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(Blázquez, 2014). TESCO is type of supermarket, hyper market and convenience shop which is
selling day to day products to customers. Thus the report will explore impact of which social
media marketing is having on buying behaviour of customers from those tactics which TESCO is
using.
1.3 Research aims and objective
1.3.1 Aim
To analyse the impact of social media marketing on consumer buying behaviour of retail
sector of UK: A case study on TESCO PLC
1.3.2 Objectives
 To find out meaning and importance of social media marketing
 To explore the process of consumer buying behaviour in context of retail sector of UK
 To analyse the impact of social media marketing on consumer buying behaviour of
TESCO Plc.
 To recommend ways to attract more number of customer through use of social media
tools
1.4 Research questions
1. What is the meaning and importance of social media marketing?
2. Describe the process of consumer buying behaviour in context of retail sector of UK?
3. What is the impact of social media marketing on consumer buying behaviour of TESCO
Plc.?
4. What are the ways in which TESCO could attract more number of customers through use
of social media?
1.5 Significance of research
The research which is going to be conducted includes impact of social media marketing
on buying behaviour of customer within context of TESCO Plc. which is largest retailer of UK.
Thus the research will be very much important and holding significance for finding out impact of
social media marketing within buying behaviour of customer (Nuttavuthisit and Thøgersen,
2017). Social media is the most important tool for attracting customers which company are using
for more in number. The research is very much important as will be underpinning the need and
want of customers with dealing out with social media and its trends.
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1.6 Literature review
According to Donnelly, Armstrong and Fearne, 2015) Social media marketing is that tool
which is most frequently used by all companies around the world in attracting potential
customers with use of various tools and tactics. This is now termed to as process of gaining
traffic or attention from customers all across social media sites. The social media itself will be
creating or catching up term for sites that is having radical difference on social actions like for
instance the social site Twitter would design in letting people share shorter message or their
updates with other. Further as included by Kumar and Reinartz, (2018) social media is having
greater impact on customers buying behaviour and attracts more number of customers towards
company.
Impact of social media is increasing very much in this recent times as this lead to change
perception of customers and their taste as well. As explained by Sasmita and Mohd Suki, (2015)
there could be both negative and positive impact of social media marketing on consumer buying
behaviour. As sometimes customers are encouraged to buy product and sometimes they are
demotivated to purchase products of specified company.
1.7 Research methodology
Data collection- all sort of information related to finding out impact of social media marketing
on consumer buying behaviour will be collected with use of primary sources of data collection
(Pantano and Priporas, 2016). For this questionnaire will be prepared for knowing the impact of
social media marketing on consumer buying behaviour.
Data analyses- The collected data will be then analysed by using thematic tool where themes
related to various questions included is done.
Sampling- For this purpose about 50 sample of TESCO customers will be taken so that their
reaction and perception could be studied in deeper context. So 50 customers of TESCO UK will
be asked the questions based on impact social media are having on their buying behaviour who is
chosen with simple random techniques.
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REFERENCES
Books and Journals:
Blázquez, M., 2014. Fashion shopping in multichannel retail: The role of technology in
enhancing the customer experience. International Journal of Electronic
Commerce, 18(4), pp.97-116.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Donnelly, C., Armstrong, G. and Fearne, A., 2015. Digital loyalty card ‘big data’and small
business marketing: Formal versus informal or complementary?. International Small
Business Journal, 33(4), pp.422-442.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management, 27(3), pp.379-414.
Kumar, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy, and
tools. Springer.
Nuttavuthisit, K. and Thøgersen, J., 2017. The importance of consumer trust for the emergence
of a market for green products: The case of organic food. Journal of Business
Ethics, 140(2), pp.323-337.
Pantano, E. and Priporas, C.V., 2016. The effect of mobile retailing on consumers' purchasing
experiences: A dynamic perspective. Computers in Human Behavior, 61, pp.548-555.
Sasmita, J. and Mohd Suki, N., 2015. Young consumers’ insights on brand equity: Effects of
brand association, brand loyalty, brand awareness, and brand image. International
Journal of Retail & Distribution Management, 43(3), pp.276-292.
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