The Influence of Social Media on Consumer Choices: A Research Project

This research project delves into the significant impact of social media on consumer choices. It explores the necessity of social media for businesses to connect with consumers, increase sales, and generate revenue. The report outlines the research aims, objectives, and questions, focusing on understanding social media's impact, analyzing consumer needs, and assessing its importance for companies. The project covers factors influencing research selection, a literature review discussing various authors' perspectives, and the research methodology, including design, philosophy, sampling, and data collection. The report further details data collection, analysis, and discussion, culminating in conclusions and recommendations for future study, including areas for further research. It highlights the importance of social media in marketing, consumer behavior, and business strategies.

Research Project

Table of Contents
CHAPTER 1 – INTRODUCTION..................................................................................................4
1.1 Overview...............................................................................................................................4
1.2 Research aims and objectives................................................................................................4
1.3 Literature Review..................................................................................................................4
1.4 Significance of potential research.........................................................................................4
1.5 Structure of the project..........................................................................................................5
CHAPTER 2 – LITERATURE REVIEW.......................................................................................6
2.1 Introduction...........................................................................................................................6
2.2 To understand the impact of social media.............................................................................6
2.3 To do proper research to analyse the needs and wants of the consumers.............................6
2.4 To ascertain the need of social media in the business entity.................................................7
CHAPTER 3 – METHODOLOGY.................................................................................................9
3.1 Methodology, methods and techniques.................................................................................9
Research design...........................................................................................................................9
Research Philosophy...................................................................................................................9
3.2 Sampling...............................................................................................................................9
3.3 Data collection....................................................................................................................10
3.4 Ethical consideration...........................................................................................................11
CHAPTER 4 – DATA COLLECTION AND ANALYSIS...........................................................12
4.1 Data Collection....................................................................................................................12
4.2 Data analysis and Discussion..............................................................................................13
CHAPTER 5 – CONCLUSION AND RECOMMENDATION...................................................16
5.1 Conclusion...........................................................................................................................16
5.2 Recommendation for the research.......................................................................................16
5.3 Areas for study....................................................................................................................16
REFERENCES..............................................................................................................................18
Online........................................................................................................................................19

CHAPTER 1 – INTRODUCTION
1.1 Overview
Social media is necessary for every company to sell the products in the market to their
consumers. By using the social media, employees has the ability to make people act in a
particular ways that provides the positive response to the positive owners. Social media become
an important communication tool which helps in connecting the different people with the
company and by that they can increase their sales and generate maximum revenue (Minazzi,
2015). The most popular sites which are included in the social media that is Facebook, Twitter
etc., company can upload the photos of different products which they want to sell to the services
users.
Research Aim:
To assess or analyse the social media which affect the consumer choice.
Research Objectives:
 To understand the impact of social media.
 To do proper research to analyse the needs and wants of the consumers.
 To ascertain the need of social media of the company.
Research questions:
Q1. What is social media and its uses?
Q2. What are relation among clients as well as social media?
Q3. What are affect of Social media upon customers?
1.2 Factors that contributes in the process of research project selection
There are many components that will help or put their commitment during the time spent
research extend choice. As we are doing the exploration on the clients decision's effect by the
online networking at that point following are couple of criteria with which the association can
get help in doing viable research.
Interest in research topic: At introduce period the clients are particularly enjoyed benefited items
and administrations online premise. So online networking assumes a critical part for an
association. The determination of this point is because of the client's and opens advantage is in
web-based social networking is high.

Marketing factors-The advertising is the perspective which will help the association to draw in
the clients towards the items and the administrations. What is the present product offering has the
effect of the business? The most imperative things in promoting is to pass on the message that
identifies with the products and the administrations of the association and the examination will
get assist on the grounds that the message passed on to the general population is successfully
profited by the general population assume a key part in social event the data (Eilks and Markic.,
2011).
Monetary elements: Financial factor is a standout amongst the most imperative factor that
assistance the analyst to choose the venture in a proper way. Without the guide of back it turn out
to be exceptionally hard to do the examination and won't help in the choice of the exploration
theme.
Experiences: Most of the market is enjoyed profiting their items and administrations. Increasing
progressively and viable data can be feasible for the exploration contemplate. Past years
encounters it can be broke down that online networking and clients are having an extremely solid
connection in advertise.
Benefits: Choosing this particular subject is helping in accomplishing benefits for get-together
important data. Alongside this point helped in understanding what really clients need and what
more advantages are required by them in items, administrations and new advances.
Administrative components: The administration has the expert to acknowledge and dismiss the
recommendation that any of the division. The chose ventures end determination is to be finished
by the managerial.
Personnel factors-This is the factor where the abilities and the competency impact and contribute
in the determination of the examination subject.
1.3 Literature Review
In this report, according to the different writers having different views and that has to be
discussed. It is important as well as essential for each and every company so that they can do the
proper promotion of the different products and services which they have to sell the consumer and
by that they can attain the maximum advantages (Bryman, 2015). Along with this they can use
social media which helps in accomplishing the targets.
As indicated by Cross and et.al., 2010 web-based social networking has turned into an
exceptionally indispensable parts in the life of the general population. There are number of

online networking like Twitter, Facebook, Instagram and LinkedIn where general society
dependably is by all accounts dynamic. This has impact the association and now a days they are
doing showcasing exercises on these media. It likewise encourages the association to cooperate
with the overall population of the general public.
As per Hughes, Gillespie and Kail 2010, the correspondence that is occurring between
the association and the buyers impact the basic leadership and in addition the procedure of their
decisions. Psychological behavioural and full of feeling disposition of the customers get
influenced by the socialization hypothesis of correspondence.
Positive effect: The purchasing states of mind of the customers are all the more viably
affected in online stages contrasted with the conventional limited time act by the association.
Here the basic leadership is fittingly gives a positive input way. As per Hanauer and et.al., 2012
the buyers are in exceptionally visit way are utilizing the online networking as to look through
the informations identified with the items and the administrations of various associations.
Negative effect – As declared by Mihalić and Arbanas 2013, Social media influences the
steadfastness, goodwill and offers of the association and as its outcome the purchasing conduct
of the customers changes as indicated by the market patterns and the way association is making
the mindfulness about the products and the administrations on these media. There are number of
the organizations who are advancing their items and the administrations via web-based
networking media which influence the buyer as they get befuddled by the expansive scopes of
accessibility of same sort of things in many destinations.
As indicated by Palmer and et. al 2011, if an association advance its merchnadise and
administrations through online networking at that point there are chances where firm can have
the capacity to support in showcase in more powerful and proper way. This will impact clients
and will get pulled in towards an organization.
In spite of this Lok 2010, states that clients many time confronts issues in utilizing web-
based social networking henceforth they will oppose its utilization and won't favour this to profit
merchandise and organization from on the web or different locales. Clients need subjective
products, many trusts that online networking does not present the real things and elements of any
products. Subsequently they use to decline utilizing merchandise.
1.4 Significance of potential research
Title: Social media affect consumer loyalty

Research Aim:
To assess or analyse the social media which affect the consumer choice.
Research Objectives:
 To understand the impact of social media.
 To do proper research to analyse the needs and wants of the consumers.
 To ascertain the need of social media of the company.
Research questions:
Q1. What is social media and its uses?
Q2. What are relation among clients as well as social media?
Q3. What are affect of Social media upon customers?
This report is based on the impact of the social media which having a adverse effect on
the consumer choices. Social media can be by any type of firm whether it is small or large in
nature and this will helps the company in promoting the products as it assist in increasing the
sales by using the process oriented approach. The employees of the business entity have to use
the proper documentation and have to adopt the appropriate methods as well as technologies.
Social media helps in sharing the information about the merchandise. This report is to be made
for doing the investigation of the affect of the choice of consumers.
Research methods:-
Research design: There are different research plan strategies which are utilized by
analysts with the goal that they can do a compelling examination. There are distinctive plans like
descriptive, experimental, review and so on.,
Research approach-Inductive and deductive methodologies are there that is utilized by
specialists one is utilized with accepts and standard hypotheses though others are utilized by
testing the importance of informations.
Research philosophy: There are essentially two methods of insight interpretivism and
positivism. Interpretivism is about recognitions and understandings. Though positivism is a
logical approach where quantitative examination is done.
Data collection: It is the strategy through which data and information can be gathered.
There are two principle sources primary and secondary.

Sampling is a techniques which is utilized to gather information in most suitable way.
There are random, stratified as well as systematic sampling these are extremely useful in
gathering data. In this research, data analysis needs to be done by taking 10 sample size.
Data analysis: This is an approach through which specialists can have the capacity to
examine the data and information in right and important way. Subjective and quantitative
strategies are there. In subjective strategy incorporates topical investigation while in quantitative
approach information and data are assembled with measurable and scientific manner.
Questionnaire inquire about philosophy has been utilized so important data can be
accumulated alongside that topical examination is done so precise data and hotspots for
compelling exploration is been finished.
Contribution of research: As to do the exploration part of things are required like time
and cash. Time is especially required to do the exploration think about as meeting with clients
for social occasion data took a great deal of time. Alongside that cash has likewise get
contributed, many individuals' view and feelings are risen in playing out this examination
ponder.
1.5 Structure of the project
This assignment includes the different chapters which helps in possessing the report in a
effective and efficient manner. The main chapters which are included in this:
Chapter 1- Introduction: In this discussion based on the overview of the subject or topic.
It helps in providing the proper and appropriate phenomena which helps in utilising the research.
Moreover, discussion based on the research aims and objectives (Gabriel and Lang, 2015).
Chapter 2- Literature review: It is the important along with the necessary section of the
report. It includes the different views of the authors. It is just a kind of the secondary research
which helps in maintaining a quality to provide the best products to their consumers.
Chapter 3- Research methodology: This chapter reflects the different tools and techniques
which can be used by the researcher so that they can conduct the proper research and also by
using the depth knowledge.
Chapter 4- Analysis and findings: In this part of the report, it reflect or analyse the data
which is collected by the researcher by using the primary and secondary source. This will helps
in gathering the information so that they can reap the objectives (Goldsmith, 2016).

Chapter 5- Conclusion and recommendations: It is the last section of the report and it
involves the distinctive results of presentation. Moreover, recommendations helps in resolving
the issues.
It is a graphical portrayal of which demonstrate a detail way what all exercises are to be
done and time and days required for achieving and finishing the exercises. It is extremely
fundamental for an organization to design out time and process for extend consummation.

CHAPTER 2 – LITERATURE REVIEW
2.1 Introduction
This is the another chapter of this report that is literature review. It is a very important
part of the report and it includes the different opinions of the distinctive authors. The matter
which is to be research by the investigator should be present in a secondary source of the
information along with the data. The main motive of this critical review is to analyse the issues
or the impact of the social media on the choices of the consumer (Horner and Swarbrooke,
2016). It helps in providing the theoretical base of the research with the different phenomena. In
this, each and every company have to implement the strategies so that they can not face any
issues in promoting as well as selling the products and services along with the attaining the
success in the marketplace.
2.2 To understand the impact of social media
Social media is to be used by each and every business entity and the relationship between
brans as well as consumers has to be changed by the impact of social media. According to Gass
and Seiter, (2015), it has been analysed that by using the social media, business entity can create
the different strategies which helps in analysing the analytics so that they can understand the
demand of the target consumers which helps in finding out the likes and dislikes. There are
different benefits which can be attain by social media so that they can promote the brand. The
growth of social signals which helps in search engine optimisation so that they can be boost to a
large extent by the social signals. As per the views of Rosenbaum-Elliott and et.al., (2015), it has
been depicted that social media helps in promoting the brand of the business entity as well as
consciousness as it helps the company by using the social media which helps in creating the
brand image in the minds in the vast number of people which helps in sharing the information
about the products. By providing the best quality products and services they can attain the
success as well as assist in increasing the sales of the firm. It helps in providing the proper
satisfaction to the consumers so that they can feel happy.
2.3 To do proper research to analyse the needs and wants of the consumers
The employees of the business entity have to do proper market research so that they can
provide the best products and services to the consumers which assist in fulfilling the needs and
wants of the consumers. As state by Watson and Hill, (2015), it has been analysed that they have

to identify that the consumers wants the different innovative products and for that they have to
provide the products and on the basis of that they can generate more revenue. The manager as
well as employees of the corporation have to do survey and according to that they can make the
appropriate decisions. The employees of the company have to do use the appropriate marketing
strategies so that they can meet the needs and wants of the consumers which helps in increasing
the sales along with the profits. They have to conduct the consumer research analysis on both the
quantitative as well as qualitative level. As per the views of Solomon, (2014), it has been
interpreted that consumer research analysis so that they can used for evaluating the product
satisfaction among the different buyers. Consumer research analysis helps in determining the
brand image of the company as well as advertising awareness of the different key competitors.
They have to use proper and appropriate information to make the qualitative products and
according to that they can fulfil the satisfaction level of the consumers. As state by Fotis, Buhalis
and Rossides, (2012), it has been analysed that employees of the business entity can use
ethnographic studies which helps in taking the depth interview of the service users. By using the
different tricks it aid in collecting the data so that they can not face any problem in producing the
merchandise. This will helps in attaining the success in the competitive market.
2.4 To ascertain the need of social media in the business entity
According to Smith, (2014), it has been interpreted that social media marketing helps the
business in attaining the goals and objectives. This will help in increasing the brand recognition
which helps in increasing the visibility is valuable in nature. Along with this it also improves the
brand loyalty which aid in attaining the advantage of the tools so that they connect the audience.
By using the social media business entity grasp the more opportunities and by providing the best
products they have to use those opportunities which succour in increasing the sales and
generating more revenue. Social media marketing helps the business entity in reaping the good
results in improving the high conversion rates. They have to interact in the social media channels
so that they can place where the brands at the high position and social media is very helpful for
the company in attaining the goals and objectives. As state by Gensler and et.al., (2013), it has
been observed that social media does not effect the consumer decision making on the products as
well as services in the different fields. This helps in attaining the evidence so that they support in
making the correct decisions. Twitter is the most important for the firm for sharing the news
along with the information and it should be up to date. The effect of social media on a person's

decision-making by sharing health information on news and social media. Social influence is
defined as the degree to which a individual person believes that people should perform their
work in the appropriate and particular manner. By using the social media the employees get the
support of the idea that social media has become a key influence in making the decision making
process so that they can decide that what are the things to be done and what is the best for the
firm.