Analyzing Social Media's Impact on Consumer Purchasing Decisions

This research project investigates the impact of social media on consumer buying behavior, focusing on MacDonald as a case study. The report begins with an introduction outlining the research's background, objectives, and research questions, emphasizing the influence of online networking tools on consumer purchasing decisions and the role of social media platforms like Facebook and Twitter. A literature review explores the views of various scholars on social media's influence, highlighting how companies use social media to build customer loyalty and improve sales. The research methodology section describes the types of research, research design, survey approach, data sampling methods, and ethical considerations. A timeline for research activities is also provided, outlining the steps and estimated time for each stage of the research process. The project aims to provide insights into how social media impacts consumer behavior and how businesses can leverage social media for marketing success.

Research project

Table of Contents
Title:- ...............................................................................................................................................1
1.1 Background of research.........................................................................................................1
1.2 Explain the reason behind choosing topic.............................................................................2
1.3 Literature Review..................................................................................................................2
1.4 Research methodology..........................................................................................................4
1.5 Timeline for research activities.............................................................................................6
REFERENCES................................................................................................................................8

Title:-
“To identify the influence of social media on consumer buying behaviour: A case study
on MacDonald”
1.1 Background of research
In this section of research learner is going to outline necessary factors that is explained in
this project. The primary thought process of this exploration task is to highlight the effect of
online networking apparatuses on clients' purchasing force and how this can it may influence on
decisional process. Alongside this, different research questions are likewise defined which will
addressed all related terms of venture topic. However, below assignment is based on MacDonald
which is famous for its fast foods and outstanding way of representing goods or services across
international boundaries (Sigala, Christou and Gretzel, 2012).
The statement of purpose of the business association is to deliver uplifting quality which
is open to others. While the vision proclamation of an organization is be standard against its
rivals by enhancing the nature of offered items and administrations. Therefore, research process
is expressing that business associations need to utilize a few web-based social networking
channels in order to get better future success opportunities. Then again, a few points and
destinations will likewise arranged which speaks to the real necessity of this exploration. Hence,
few basic devices and procedures are being utilized in order to adequately doing this examination
and also advance exercises.
Therefore, to set up a course of events exercises, Gantt Chart is utilized so all assignments can be
finished at the very latest their chance calendar. Therefore, suitable objectives is describing as
follows that is considered by researchers while understanding this topic.
Research objectives:-
 Determination of significance of social media on company performance.
 Understanding the impact of online services on consumer decision making process.
 Methods of capturing minds of distinct consumers.
Research questions:-
 What are the obstacles faced by an organization while using social media?
 How long it works?
 Is there any impact on consumer decisional process?
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 Analyse the method by which MacDonald can attain targetted audiences?
1.2 Explain the reason behind choosing topic
As in this the idea of this examining is, "to find out the impact of web-based social
networking channels on clients' purchasing and their choices; A case study on MacDonald".
There are diverse explanations for choosing this theme as in this quickly developing world
people are getting associated with online networking applications. In this manner, it has turned
into a urgent instrument of showcasing or publicizing that is skilled to accomplish and hold
clients from target advertise (Goh, Heng and Lin, 2013). Fundamentally, online networking
channels, as Facebook, twitter, mySpace and so forth are the diverse programming that helps
individuals to get more data about stylish items and administrations. In this manner, as indicated
by the specialist, its an in vogue theme which is required to be examined efficiently. Hence, it
has been analysed that understanding of consumer behaviour is very much essential for attaining
objectives of an enterprise.
1.3 Literature Review
In this section of research project opinions or viewpoints of various scholars are going to
highlight on impact of social media. Along with this healthy discussion is also expressed
between two authors for understanding the necessity of online services and its advantageous
which may aids in enhancing company performance.
Influence of social media on consumer behaviour:-
According to Wolny and Mueller, (2013) social media provide a large platform for the
companies to interact with number of customers at a time. They provide huge opportunities to
customers which provide them to interact with the different companies located in different
countries. Mc Donald is the fastest growing company which has a strong hold on social media.
Two social media which is mostly used by Mc Donald is Facebook and Twitter. They have used
this because there are thousand of customers which are engaged in these two social media. Mc
Donald have developed various strategies to build customer loyalty and strong customer
relations. They keep on updating their offers and varieties of their snacks on the websites. This
help them to build more and more customers everyday. Millions of fans across the world are
attracted towards Mc Donald.
On the other hand Munar and Jacobsen, (2014)states that Mc Donald get succeeded
because of large audience which plays a great role in their success. Transparency is important to
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maintain loyalty and Mc Donald pays serious attention in maintaining loyalty and are transparent
with their customers.
Through Facebook they keep on uploading their banners, posts, ads, etc., which attracts
thousands of customers everyday. By these activities they build consumer loyalty and the
consumers tend to prefer Mc Donald instead of others.
Mc Donald makes more efforts in maintaining their twitter feed. They maintain their
posts and uploads and entertain their followers. They mainly promote their snacks item and their
food range. They keep on improving their strategies to build more relations with the customers.
By attractive posts and varieties of food and snacks providing them at affordable prices, the
customers prefer them. It also help customer to post their queries and issues and they refer back
to them with a satisfying answer (Bronner and de Hoog, 2014).
Currently, Mc Donald has started a Campaign which is Question- Answer Campaign,
which encourages customers to ask questions about their food varieties, ingredients, products,
combos, etc. These questions are asked on social media and answers are also given on social
media.
Mc Donald also ensures that their customers feel friendly. They entertain both good and bad
reviews related to Mc Donald.
These were some influence which greatly effect the success of Mc Donald.
Advantages of social media on company sales:
According to Stephen and Galak, (2012) social media is trending everyday. Its is growing
at unexpectedly rate every year. Specially some of the websites are more popular like: Facebook,
twitter, You tube, etc.
One of the Advantage of social media is that it provide connectivity with millions of
people across the world. People from anywhere can connect to anyone.
Other advantage is that anyone can update their knowledge and can share their
knowledge with everyone with the help of social media. With the help of social media we can get
true facts and figures about any topic. Its help in updating about the world.
On contrary to this Rishika and et. al., (2013) stated that it also help to educate students
and teachers. With the help of social media the experts can upload videos and their information
on the topic and educate students and teachers of any country.
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Next advantage of social media is that it help companies to promote their business. Social
media is a great platform for promotion because millions of people are engaged on social media.
Through promotion people get to know about different companies. They become more aware
about the organisation and the services they are providing.
Social media also help in improving business sales and reputation of the company. By
advertising attracting goods and services the company can attract customers towards them as
they have the largest area of interested customers.
Mc Donald has a strong hold on social media and is very popular among people. They
have strong hold on Facebook, Twitter, etc. Because of strong reputation of Mc Donald in the
market it also effects the sales of the company. Mc Donald is majorly popular among youths and
children of the different countries. With the continuous efforts on advertisement, quality of the
product, varieties of product, affordable snacks etc., Mc Donald has gain profits in the sales of
their products. Mc Donald have establish loyal customer over the world by giving them priority.
They sort out the problem and queries posted by the customers as soon as possible. They keep on
improving their social media strategies so that they can attract and satisfy more and more
customers and increase their sales. According to Rohm, Kaltcheva and Milne, (2013) sometimes
Mc Donald visit celebrities to promote their product like at once, they visited Kylie Jenner, who
attended a Mc Donald sponsored party, where she posed a photo of herself holding a Egg
McMuffin. In less than no time the photo received more than 100,000 likes on Instagram. So like
this Mc Donald makes other strategies which help them to improve their sales and social media
is a boon for them to increase their sales of their products.
1.4 Research methodology
Research is known as systematic process of gathering data from various sources in order
to analyse crucial data so to reach at specific solution. It is more formal ways of collecting
information over some specific objectives and situations. The main objective of conducting
research is to analyse new knowledge and creative things that are unseen to anyone. It is more
reliable because maximum decision are taken on the basis of the data collected from a particular
research process. It imply that researcher needs to analyse various process, design and plan that
can be effectively used in the research.
Generally, research methods is an essential way to resolve every issue those are
associated with conducting a research in more efficient manner. It help them to describe every
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problems those are related with the explaining, planning and estimating crucial aspect in order to
gain overall knowledge out the research work. It aims to deliver suitable work planning before
evaluating a well organise research (Hajli, 2014).
It is important fro researcher to consider the procedures, algorithms and schemes which
will be used while conducting research. Research methodology is considered as an effective way
in order to resolve problems or difficulties which comes during conducting research. It provides
them to describe, explain, plan and predicting the phenomena through which the knowledge has
been acquired. There are several methodologies which are helpful in making research report:
Types of research:
In order to make research more effective they need to use more effective types of tools
and techniques which can be helpful in accordance with sustainability of an organisation. It can
be determine to analyse various aspect from the research. Research are of two types which are
qualitative and quantitative. The research is based on the opinions and thoughts of people and
interpretation of data.
Research design: It is related with the planning which is selected for the purpose of
social system. It is an important part which has clear statement towards the aims and objectives.
This consists of descriptive and exploratory design.
Survey approach: It is connected with the process which is been used during the
research process. It is useful in order to make use of research in more deductive and inductive.
There are various process those are mention underneath: Data sampling: This is a methods which is used in selecting, controlling and measuring
collecting data. There are two methods of data sampling such as Probabilistic and non-
probabilistic but researcher mostly prefer to adopt probabilistic rather than non-
probabilistic
 Ethical consideration: The research should be conducted on real facts and figures and
does not misuse information or data which is provided by respondents. It is required to
assemble all activities through keeping record privately. Therefore it should be performed
in ethical way.
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1.5 Timeline for research activities
In order to achieve better results from an exploration, it is basic for agent to plan all
exercises and undertakings legitimately. There is depicted a few exercises with an appropriate
time plan that is must to be finished adequately, for example, -
Preparing aims and objectives – Firstly, scientist needs to decide points and goals of the
exploration. This procedure barely takes 5 days.
Information source – A while later, there is required to distinguish information sources,
i.e. essential tool in order to reached successful choices or inferences.
Information accumulation – In this phase, inquire about gathers information from
different sources, i.e. essential and auxiliary. In which essential information gives new
information while optional information renders that data which was at that point utilized for
another exploration (Chung and Koo, 2015).
Data analysis – Scrutiny of information ought to be done as such that every can think
about the unwavering quality of the topic.
Conclusion and recommendation – finally, in the wake of doing all exercises specialist
make powerful conclusion and in addition recommendations to those people who are engaged
with this entire procedure.
Work break down structure :- Classification of entire activities into different sections are falls
under this section with the help of specialist. In fact it is very useful or appropriate for overall
organization and researcher team because it aids in directing corrective path in order to attain
positive outcomes.
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Gantt chart:-
Critical path
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REFERENCES
Books and Journals
Sigala, M., Christou, E. and Gretzel, U. eds., 2012. Social media in travel, tourism and
hospitality: Theory, practice and cases. Ashgate Publishing, Ltd..
Goh, K.Y., Heng, C.S. and Lin, Z., 2013. Social media brand community and consumer
behavior: Quantifying the relative impact of user-and marketer-generated content.
Information Systems Research. 24(1) pp.88-107.
Wolny, J. and Mueller, C., 2013. Analysis of fashion consumers’ motives to engage in electronic
word-of-mouth communication through social media platforms. Journal of Marketing
Management. 29(5-6). pp.562-583.
Munar, A.M. and Jacobsen, J.K.S., 2014. Motivations for sharing tourism experiences through
social media. Tourism management. 43.pp.46-54.
Bronner, F. and de Hoog, R., 2014. Social media and consumer choice. International Journal of
Market Research. 56(1). pp.51-71.
Stephen, A.T. and Galak, J., 2012. The effects of traditional and social earned media on sales: A
study of a microlending marketplace. Journal of Marketing Research. 49(5). pp.624-639.
Rishika, R., Kumar, A., Janakiraman, R. and Bezawada, R., 2013. The effect of customers' social
media participation on customer visit frequency and profitability: an empirical
investigation. Information systems research. 24(1). pp.108-127.
Rohm, A., D. Kaltcheva, V. and R. Milne, G., 2013. A mixed-method approach to examining
brand-consumer interactions driven by social media. Journal of Research in Interactive
Marketing. 7(4). pp.295-311.
Hajli, M.N., 2014. The role of social support on relationship quality and social commerce.
Technological Forecasting and Social Change. 87.pp.17-27.
Chung, N. and Koo, C., 2015. The use of social media in travel information search. Telematics
and Informatics. 32(2). pp.215-229.
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