Analyzing Social Media's Influence on Consumer Buying Behavior

This research project investigates the impact of social media on customer buying behavior, focusing on the role of social media in influencing purchasing decisions. The study uses a quantitative research method and a deductive approach, employing a survey strategy to gather data from 30 respondents. The research explores the benefits of social media for businesses, such as increased brand awareness and higher conversion rates, and identifies key factors affecting consumer behavior, including psychological, social, and cultural factors. The project includes a literature review covering the benefits of social media for businesses like Unilever and the role of social media in influencing consumer behavior. The methodology section outlines the research philosophy (positivism), approach (deductive), strategy (survey), and data collection methods (questionnaire). The analysis and findings are presented through a questionnaire designed to assess the influence of social media on consumer purchasing decisions, covering aspects such as brand awareness, the role of different social media platforms, and the impact of factors like influencer reviews and social media advertising. The study aims to determine how social media impacts consumer purchasing behavior.

Research methods
& PROJECT

ABSTRACT
Present investigation has been taken into consideration about role of social media in
purchasing behaviour of customers. Social media has many benefits to business and helpful in
influence buying behaviour of the consumers. Aim of present research is “To determine the role
of social media in buying behaviour of customers.” There has been literature review conducted
by using the secondary sources like journals, articles, internet sources and books. There has been
quantitative research method considered because this gives factual information related particular
field. For gathering of information, primary method has been considered as in this questionnaire
has been developed on the basis of role of social media in buying behaviour of customers.

TITLE: Role of social media in buying behaviour of customers.
CHAPTER 1: INTRODUCTION
1.1 Background
Social media is defined as interactive digitally mediated technology that mainly facilitate
sharing or creation of ideas, information and some of the other expression forms through
networks. It is internet based technology and also provide the users electronic communication
quickly. Social media has had more impact on how the business search as well as communicate
with audiences. The buying behaviour of consumers is acts of people which consists in
purchasing and using of goods (Cartwright, Davies and Archer-Brown, 2021). It develops the
positive impact on buying behaviour of consumers. There is not any surprise that all types of
business have been turn to the social media in order to connect with target market.
1.2 Rationale of research
The rationale behind conducting investigation is that it provides information about the
social media in purchasing behaviour of the consumers. Present investigation is conducted in
professional and personal context. In personal way, understanding of an investigator about social
media in the detailed manner. In this, some issues can be determined faced through company
related to social media (Dolega, Rowe and Branagan, 2021). On other hand, this research is
helpful in enhancing the skills and core competencies of an investigator while conducting
another investigation in future.
1.2 Aim
"To determine the role of social media in buying behaviour of customers." A study on
Unilever.
1.3 Research Objectives
 To understand benefits of social media in context to Unilever business.
 To determine the role of social media in buying behaviour of customers.
 To identify the different factors affecting buying behaviour of customers.
1.4 Research Questions
 What are the benefits of social media in context to Unilever business?
 What is the main role of social media in buying behaviour of customers?

 What are the various factors affecting buying behaviour of customers?
1.5 Approach and Methodology
For this present investigation, quantitative research method will be considering as it
provides the relevant information and also facts and figures regarding role of social media in
buying behaviour of customers (Evans, Bratton and McKee, 2020). On the other hand, deductive
research approach will be considering as it generalises the research findings to the certain extent.
1.6 Chapter Preview
This chapter of research will be dealing with giving information about the role of social
media in buying behaviour of customers in detailed manner. It will be important in determine the
impact of social media in consumer purchasing behaviour. Aim and objectives are developed as
per the specific research area (Li, Larimo and Leonidou, 2021).

CHAPTER 2: LITERATURE REVIEW
It is explained as summary of scholarly sources related to role of social media in buying
behaviour of customers. In this, information has been gathered through using secondary sources
such as journals and others. The purpose of conducting literature review is to accomplishing
research objectives.
Benefits of social media in context to Unilever business
On the basis of Newberry (2021) social media is one of the necessary way to reach at
consumers, gain the precious insights and develop brand. It has developed way to send
messaging of brand to people at right time and hope they stick to the brands. In relation to this,
there are some benefits of social media given below:
Increased Brand Awareness- In this, social media is is less costly digital marketing
method that is used to be syndicate the content as well as enhance business visibility (BIhejirika,
Goulding and Calvert, 2021). Executing the social media strategy will enhance the brand
recognition as company will engage with the wider consumer gathering.
More Inbound Traffic- Under this, without marketing the business on the social media,
an inbound traffic is limited to the consumers ( Macarthy, 2021). An individual are familiar
which brand is finding. Without use social media marketing strategy, company will face
complexities in reaching at loyal customers.
High conversion rates- With enhanced visibility, business gain large number of
opportunities for the conversion purpose. Each image, post, comment and video may be lead the
viewers to website of company and enhance traffic. The social media marketing permits business
to provide positive impression by humanization factor.
Better customer satisfaction- The social media is one of the effective communication as
well as networking platform (Malesev and Cherry, 2021). The consumers are appreciating in
knowing that when they are post comments on pages then they will be receiving personalised
response than automated messages.
Role of social media in buying behaviour of customers
As per perspective of FitzGerald (2021) social media consists visuals, content,
influencer’s, promotions and discounts to influence purchasing behaviour of consumers. Social
media plays necessary role in attracting the large number of consumers and interact with them.

The customers which are influenced through social medians are likely to spend on purchase
more. Impact of the social media on consumer behaviours cannot neglected through the
businesses as well as brands. Social media is useful platform that provides the relevant
information to customers about products and services. This helps in attract the large number of
customers and provide them the options to select the better one as per their preferences. Through
using different social media platforms, customers can know about the review of other people
regarding the specific product and then make their purchasing decision. Other than this,
consumer buying behaviour is related to study how company and people choose as well as use
services and products. Its main focus on motivations, behaviours and psychology. The different
social media platforms for an instance Facebook, Instagram, Twitter and Pinterest seem to be
effectively as well as increasingly bringing the brand awareness and also influence the decision
making of consumers (Mason, Narcum and Mason, 2021). It can influence markets and
consumers both and becoming most welcomed online selling point through millennial.
Different factors affecting buying behaviour of customers
Hoon Park, Gul Ki (2021) stated that Consumer behaviour is mainly influenced through
several factors. It is necessary for an organisation to understand factors that mainly influence the
consume behaviour. There are different factors given below which impact the purchasing
behaviour of consumers:
Psychological Factors- The human psychology factor is complex to be measure but
powerful enough to impact the consumer purchasing decisions. These factors consist perception,
motivation, learning and attitudes of people influence consumer buying behaviour.
Social factors- People are the social being and live around several people which
influence the purchasing behaviour. They try to imitate the other people and wish to accepted
socially in society. The purchasing behaviour of consumers is influenced through other people.
The social factors consist family, role and status and reference groups (Mishra and Singh, 2021).
Cultural factors- It is related to group of the people which associated with set of
ideologies and values which are concerned to specific community. When an individual comes
from specific community then behaviour is influenced through culture that is relating to specific
community.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is defined as path by which an investigator requires to conduct an
investigation. This shows path by which investigators develop issue as well as objectives from
data obtained at the time of study period. Research onion has been considered while conducting
the methodology. It was developed by Saunders et. al. (2007) by consisting different layers.
Research philosophy
Research philosophy is explained as belief regarding way in which data related to
phenomenon should be collected, examined and used in an effective manner. In the present
study, there has been positivism research philosophy considered as it is the actual knowledge that
gained by observation consisting measurement (Pollák and Markovič, 2021).
Research Approach
It is defined as the plan that involves steps of the wider assumption to the data collection
methods and interpretations. Deductive research approach has been considered because it is
based on the quantitative method and can be employed for complete understanding of role of
social media in buying behaviour of customers that an investigator is mainly studying (Bonilla
Quijada and et. al., 2021).
Research Strategy
It is necessary to select the effective strategy for collection of information in an effective
manner. There has been survey research strategy considered as it helps in collect the sample size
from large number of respondents. The benefit of using this strategy is that an investigator can
collect relevant data within less time period related to role of social media in buying behaviour of
customers.
Research Choice
In current research, quantitative research method has been considered. This research
method has been considered because it gives the facts and figures about role of social media in
buying behaviour of customers. This can be effectively used to search the patterns, make proper
prediction and also generalise the outcomes to broader populations. The research outcomes
gained through an investigator are logical and valid in nature (Wibowo and et. al., 2021).

Figure 1: Research Onion (2020)
Data collection methods
There are primary and secondary two different types of data collection methods. In this
research, there has been primary method considered by developing questionnaire on the role of
social media in buying behaviour of customers. There have been different questions developed to
gain the information about role of social media and purchasing behaviour of consumers.
Sampling
This is concerned with collect sample size from large number of population. In this, 30
respondents have been chosen by using the random sampling method. The reason of selecting
this sampling method is that it makes sure that each member has equal chance for selection or
chance of getting response (Vrontis and et. al., 2021).
Time horizon
It is planning horizon that fixed point of the time in future at which specific process will be
assumed or evaluated. The longitudinal and cross- sectional are two different types of time
horizons. In conducting the investigation, there has been cross- sectional time horizon considered
because it is specific as per the research activities. With the help of this time horizon, an

investigator can able to complete activities within the specific time period and gain the positive
research outcomes (Yee and et. al., 2020).

CHAPTER 4: ANALYSIS AND FINDINGS
QUESTIONNAIRE
Q1) Do you have knowledge about social media in context to business?
a) Yes
b) No
Q2) According to you, what are the benefits of social media for Unilever organisation?
a) Attract customers
b) Increase your market reach
c) Build customer loyalty.
d) Enhance revenue by building customer networks
Q3) Does social media influence the buying behaviour of consumers at marketplace?
a) Yes
b) No
Q4) What is the role of social media in buying behaviour of customers?
a) Enhance brand awareness
b) More product choices
c) Creating exchanges with consumers
Q5) What are the different factors affecting buying behaviour of customers?
a) Psychological Factors
b) Social Factors
c) Cultural Factors
d) Personal Factors
Q6) As per your perspective, which different social media platforms Unilever can be used
for interacting with consumers?
a) Facebook
b) Instagram
c) Twitter
Q7) On the basis of your opinion, what are the different social media factors that mainly
influence the buying behaviour of consumers?
a) Reviews from influencers

b) Social media advertising
c) Reviews from social media connections
Q8) What are the different social media issues faced through Unilever organisation?
a) No Formal Social Media Strategy
b) Building a Community of Followers
c) Tracking Results
Q9) As per your perspectives, what are the different ways through which company can
overcome from social media challenges?
a) Choose the Right Social Media Platforms
b) Build Followers In-Person
c) Focus on Long-Term Success
Q10) Give suggestions to make the customers loyal and sustain them at marketplace to gain
competitive advantages.
Frequency Table
Q1) Do you have knowledge about social media in context to business? Frequency
a) Yes 25
b) No 5
Q2) According to you, what are the benefits of social media for Unilever
organisation?
Frequency
a) Attract customers 9
b) Increase your market reach 9
c) Build customer loyalty 7
d) Enhance revenue by building customer networks 5
Q3) Does social media influence the buying behaviour of consumers at
marketplace?
Frequency
a) Yes 22
b) No 8
Q4) What is the role of social media in buying behaviour of customers? Frequency
a) Enhance brand awareness 12
b) More product choices 10