Dissertation: Social Media and Consumer Behavior at Marks and Spencer

This dissertation investigates the influence of social media on consumer behavior, using Marks and Spencer as a case study. The research begins with an overview of social media's role in marketing and its impact on consumer decision-making, followed by a background analysis of Marks and Spencer's use of social media. The study highlights the importance of understanding consumer behavior in the digital age and examines the challenges faced by Marks and Spencer in leveraging social media effectively. It sets out the research aims, objectives, and questions, and includes a comprehensive literature review on the concepts of social media and consumer behavior. The methodology section details the research approach, data collection methods (including questionnaires), and data analysis techniques. The dissertation aims to identify the relationship between social media and consumer behavior, analyze the issues faced by managers in implementing social media strategies, and understand the importance of social media in influencing consumer behavior. The findings, conclusions, and recommendations will be based on primary and secondary data, providing insights into how Marks and Spencer can improve its social media strategies to enhance consumer engagement and brand image.

Business and Management Dissertation ---- Topic title: “Social
Media and Consumer Behaviour.” A study on Marks and Spencer

EXECUTIVE SUMMARY
Social media introduces to websites and applications that are designed to allow customers
to share information efficiently, quickly and in real-time. Social media is most essential form of
marketing which have been used by company for attracting large number of customers. For this
dissertation, Marks and Spencer is given British multinational organisation in Westminster,
London. Along with this, main purpose of performing this research is to identify impact of social
media on consumer behaviour. For achieving this objectives, different activities have been done
by researcher in systematic manner. Introduction chapter have been completed by developing
research aims and objectives essentially. Along with this, literature review have been finished
with the view point of different authors. Research methodology is another important activity
which have been completed with the use of different methods and approaches. In this, research
approach, research philosophy, methods of data collection and data analysis etc. methodology
have been used by researcher. Another activity is data collection which have been done with the
use of primary and secondary source of research. Questionnaire were applied by researcher
which will assists them by providing reliable data about the study. Data analysis were completed
by the researcher with the use of thematic analysis. At last, conclusion and recommendations will
be made according to the findings.

Topic: “Social Media and Consumer Behaviour.” A study on Marks and Spencer.
INTRODUCTION
Overview of research
Social media is explained as interactive computer mediated technology that facilitate
creation as well as sharing information, career interest and ideas via virtual networks and
communication. It is related to applications and websites which are mainly designed to permit
people to share quickly, effectively and real time. In this present time, large number of people
use social media applications on tablet or smartphones (Goh, Heng and Lin, 2013). It is one of
the effective way of communication that company and people select. Social media is the
platform through which interactive computer- mediated technologies. This helps to share
information, feelings and ideas interaction, content sharing and collaboration. There are different
types of social media such as social curation, social bookmarking, micro blogging, forums, etc.
In case of business, there is use of different social media tools such as Facebook, Instagram,
Twitter, Snapchat, Tumblr, etc. With the help of thee, it is easy for managers of organisation to
market products and services to consumers in society (Alalwan and et. al., 2017).
Consumer behaviour is the aspect to study of individuals, groups of individuals and
organisations which affects purchasing decision of individuals. It is study about how person,
groups and company choose, purchase and use the services for fulfil their wants and needs. It is
related to actions of customers at marketplace and also underlying motives for all those actions.
It helps in assume that customers plays a main role behind success of an organisation in
competitive marketplace. It is a responsibility of company to develop products according to
needs and demands of consumers in order to satisfy them. It is one of the observational activity
that mainly conducted to study about behaviour of customers at marketplace from time they enter
in market and also in initiate purchasing decision till final buying decision is made. Consumer
purchase products when they are aware and satisfied, so there is involvement of consumer's
emotional, mental and behavioural response (Wang, Yuand Wei, 2012). There are different
factors which affects consumer behaviour such as comment at social media, after sales services,
etc. so managers has to keep eye on satisfaction of consumers because it has direct impact on
consumer behaviour. In this research, there is discussion about impact of social media
consumer's behaviour.
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Background of research
Social media is one of the most effective way to communicating with people in all over
world. The people use various social media tools like Twitter, Instagram, Facebook etc. It is
necessary for an organisation to study about behaviour of customers to develop effective
strategic marketing related decisions. On the other hand, customers are most necessary part of
company. They purchase services and products with exchange of money. So, this assist in
organisational sales and profits. When consumers are aware about their roles and responsibilities,
then there is improvement in brand image. Consumers purchase products and services, when
they are aware, so role of marketing is most crucial for increasing and enhancing sales. So it is
responsibility of managers to understand changes in demand of consumers and providing specific
products and services (Bamossy and Solomon, 2016).Through using social media, company can
make communicate with the large number of people and provide them information about specific
products and services. It helps in develop the positive impact on consumer behaviour. In addition
to this, social media helps in promoting the positive brand image of company.
Marks & Spencer is multinational retailer and its headquarter is in London. This firm was
established in year 1884 through Michael Marks and Thomas Spencer in Leeds. It is specialise in
selling the home items, food products and clothing in different countries. It uses different social
media tools to communicate with its consumers and target the large market. This company
mainly use the Instagram application and on this it shares the information about its new
collection, share pictures and ideas. It is one of the better way to attract more consumers and
provide the positive impact on their behaviour.
These days, there is important role of social media sites in promoting brand image.
Facebook, Instagram, etc. are some platform which helps to creates contact with consumers. In
case of Marks and Spencer, they do not advertise products and services in innovative manner.
Social marketing techniques of Marks and Spencer does not get change frequent (Fotis, Buhalis
and Rossides, 2012). So consumer behaviour gets affected. So this affects consumer behaviour in
regard to some product or services of association. This is the problem faced by Marks and
Spencer which is discussed in this research.
Importance of Research problem
There are some issues faced by managers of Marks and Spencer with using social media
technique. Social media is the platform where individual can analyse changes which is taking
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place in external environment. This provides information about quality of services offered by
Marks and Spencer, so this helps to create an perception in mind of consumers, which may
affects consumer behaviour in negative or positive manner.
Marks and Spencer is delivering products through online orders. As per review of
consumers, services are not good. At social media sites, online application of Marks and Spencer
are used by consumers in relation to comment regarding quality of products and services. So this
is major aspect which affects consumer behaviour of individual (Marks and Spencer, 2019).
Consumers rates online services of Marks and Spencer bad because of improper delivery, terrible
services, etc. This is the major issue which is faced by organisation due to social media
application and affects consumer behaviour in negative manner.
Rationale of Research
This research is related with the social media and consumer behaviour. The rationale
behind conducting this investigation is to gain understanding about the impact of social media on
consumer behaviour. Through this learning abilities of a learner will be enhanced in significant
manner. On the other hand, it will help in enhancing skill and knowledge of a learner so that it
can able to perform any research activities in future.
Aim
Aim of this research is to “An investigation to identify the impact of social media on
consumer behaviour.” A study on Marks and Spencer.
Research Objectives
Research objectives are set of framework which are the base for conducting research.
These are the benchmarks which has to be achieved for making research authentic and reliable.
Objectives helps to understand research topic in best and relevant manner. With the help of
research objectives, it is easy for researcher to understand what researcher wants to study, so this
makes clear understand about topic in the mind of reader (Bigne and et. al., 2018).
On the basis of these objectives some questions are framed which are asked by
respondents in lieu to collect primary information. These questions provides an idea to reader
and respondents about subject of research. The research objectives are given below:
 To understand the concept of social media and consumer behaviour.
 To identify the importance of social media in influencing consumer behaviour.
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 To analyse the issue faced by managers while implementing social media technique at
workplace.
 To ascertain the relationship between social media and consumer behaviour.
Research Questions
 Do you understand the concept of social media and consumer behaviour?
 What is the importance of social media in influencing consumer behaviour?
 What are the issue faced by managers while implementing social media technique at
workplace?
 What is the relationship between social media and consumer behaviour?
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LITERATURE REVIEW
It is one of the most necessary part that provides the proper explanation about particular
area. It is comprehensive summary of past research on topic. It helps in provide the theoretical
base for an investigation that identify nature of an investigation. This research part is based on
the secondary data collection method. In conducting this research part, books, articles, journals,
internet sources has been used in proper manner.
Concept of social media and consumer behaviour
According to opinion of Matthew Hudson, 2019, Social media is explained as online
communication channels where the users develop as well as share content and communicate with
the each other in various ways. The social media channels give accessible as well as easily
platforms to interact. In addition to this, large number of people share their opinions and views
on social media in an easy manner. The different social media tools which company uses are
Instagram, Facebook, LinkedIn, Quora and many others. With the help of using social media as
the marketing tool, it is necessary for an organisation to understand changes like advertising
policies on the basis of product specifications, it helps in develop positive impact on purchasing
behaviour of consumers. Marks & Spencer uses the social media platform to understand about
the opinions and needs of consumers. This firm mostly uses the Instagram technique by sharing
videos and images on them. It is an impressive technique in mind of customers. Social media is
the platform in the form of websites and applications that creates a contact with people with
whom use can communicate, share information with each other. Facebook, Instagram, twitter,
Tumblr, Snap chat, etc. are some sites for social media platform. These days there is more trend
for social media, sites it issued for different purpose such as market analysis, customer reactions,
marketing, etc. which helps to create awareness among consumers. While using social media as
marketing tool, it is important to understand changes such as policies of advertising according to
feature of product and services. This helps to make positive and long relations with fans ad
followers (Choi, Seo and Yoon, 2017).
Managers of Marks and Spencer has to regularly analyse social media platform in order
to understand perception of consumers and make it positive. Images and video are one of the best
technique which has to be used with social media platform. This is the technique which are more
impressive to the mind of consumers. Hence new and innovative strategies has to be used for it.
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As per opinion of Anuj Nawal, 2019 it has been stated that Consumer behaviour is study
of how the customers make the decisions regarding what they require, want and also desire and
how they purchase, use and disposal of products. It is necessary to understand that what impact
on purchasing decision of customers. In order to analyse the customer behaviour, Marks &
Spencer conduct an investigation. Through this, company can able to develop products
accordingly and satisfy their needs. On the other hand, consumer behaviour is impacted because
of some factors like personal, psychological, cultural etc. In order to overcome from these
factors, it is necessary for manager of Marks & Spencer to make innovation in products and
services and make them unique or attractive.
Consumer behaviour is the study of individual's, groups or organisation's perception
regarding selection of specific product or service. This perception depends on their satisfaction
of demands and wants. Hence it is the concept under which study is done related to nature of
consumer whether they are ready to purchase product and avail services or not. This is important
because in case of Marks and Spencer managers are able to understand whether consumers are
ready to buy their products or not. In case they are not ready then market analysis has to be done
regrading issue in products and services. This also helps to understand changes which are
specific and significance for taking good sales and profits to association. Consumer behaviour is
affected due to some factors such as personal factor, psychological factor, socio- culture factor so
managers has to market their product ad services with new and innovative manner.
Importance of social media in influencing consumer behaviour
According to view point of... Social media has opened new opportunities for customers
and business. Through this, they both can interact with the each other in better manner. It is
consumer generated media that covers variety of the new sources related to online information.
The social media plays a necessary role in the consumer decision making. In this present time,
many people conduct their business on different social media sites and through this, people can
buy anything from it. In this present era, people access the social media before making the
purchasing decision because it helps in understand the efficiency and effectiveness of products in
better manner. In addition to this, firm posted the images and videos on social media so that
people can get aware about the products and also their specifications. It directly impact the
positive impact on purchasing behaviour of consumers in significant way. It helps in enhancing
the sales and maximise productivity of business. On the other hand, social media is most
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effective way to promote products and services and target large number of consumers. When
Marks & Spencer launch new product then it post the information on different social media tools
like Instagram and Facebook so the people can be aware and connect with company. It is better
method of impacting consumer behaviour (Hajli, 2014). Through using social media, firm can
aware about the needs of consumers. This is an easy method to interact with the customers
related to services and products. In this, people mostly attract from the positive comments which
existing consumers posted about the specific product and its benefits. It helps in develop the
positive relationship between customers and an organisation.
There is important role of social media in affecting consumer decision making. These
days people excess social media platform before purchasing, this helps them to understand
effectiveness of products, its features, etc. So consumer can analyse its requirement according to
their demand. According to Kellie Elmerraji, 2019 pictures, video, etc. posted on social media
makes demand for the product in market, so social media plays crucial role in growth of sales for
Marks and Spencer. In older days, most effective marketing is word of mouth, but in current
market it gets replaced with sharing customer experience at social media advertisement. This
helps to make consumers reliable about relevance of their product and services. In case of Marks
and Spencer while launching new product, experience about comfortableness can be published.
This is the bes way of affecting consumer behaviour.
With use of social media techniques, it is easy to understand demand of consumers and
then products are advertised accordingly. It is easy to communicate with consumers regarding
quality of products and services and then positive comment can be published at social media site.
This also helps to maintain good relationship among managers and consumers (Dolan and et. al.,
2016). With marketing through social media sites, through picture, innovative videos, etc. want
of consumers can be changed in demand. This is the positive change in behaviour of consumers
regarding purchase of products. Hence it is responsibility of managers of Marks and Spencer to
analyse culture, trend of consumers in particular geographical region and then plan marketing
activities. This helps to get enhance sales and maintain good brand image in industry.
Issue faced by managers while implementing social media technique at workplace
These days, there are many changes which are taking place in external market, so it is
responsibility of managers to analyse it and implement it to get best results. Social media is also
part of such change. Social media platform is wide and vast, so there are possibilities that
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managers of Marks and Spencer face some issues in implementing it. According to Shawn
Hessinger, (2019) challenges of social media for organisation are inevitable. According to Emily
Strober, 2016 Some issues arise while implementing social media technology and face by
managers of Marks and Spencer are discussed as under-
Number of likes/ comment- number of likes/ comments on social media platform decides
famous or unpopular in society. This is the major drawback with social media. In case there are
less likes or comments on product, then this affects popularity and products. People does not like
to purchase it which affects sales and growth of products.
Fake identities- At social media thee are many fake identities. There are many people use
use wrong name and use social media application such as Instagram, Facebook, etc. So this
affects popularity of products and services in negative manner (Ioanăs and Stoica, 2014).
Sometimes, they post wrong or negative comment over product advertised through social media
sites, so they affects brand image of Marks and Spencer. Their comment can be analysed by
others and their buying behaviour gets affected.
No face to face contact- This is major issue which is faced by managers of Marks and
Spencer while using social media technology and analysing consumer behaviour. There is no
face to face contact between consumer and organisation's representatives (Erkan and Evans,
2016). Hence if there is any query in mind of consumers related to product, then they are not able
to ask or enquire rapidly. Comments are checked after some specific time which may affect
decision making of consumers.
Lack of privacy- there is no privacy while using social media technology. For instance:
Marks and Spencer has fan page on Instagram from where they contact with there consumers and
market products and services. If any negative comment is posted by fan, then it will be
advertised to every individual while accessing that page. S this affects good will regarding Marks
and Spencer which affects consumer behaviour related to specific product.
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