Analyzing Social Media's Influence on Consumer Purchases: M&S Study

This research project investigates the impact of social media on consumer purchasing behavior, focusing on Mark & Spencer as a case study. The introduction highlights the growing importance of social media in marketing and its influence on consumer choices. The literature review explores the concept of social media, factors affecting consumer purchases (product and non-product), and the importance of social media in influencing buying decisions. The methodology section outlines the research techniques, including questionnaires and data collection procedures (primary and secondary data), and the analytical technique of thematic analysis. The study aims to determine how social media influences consumer purchases, analyze relevant factors, and assess the impact of social media marketing on consumer behavior. Timelines of research activities are also included to ensure a systematic and timely completion of the project. The report emphasizes the crucial role of social media in shaping consumer decisions and provides insights for companies like Mark & Spencer to optimize their marketing strategies.

Research Project

Table of Contents
1. INTRODUCTION.......................................................................................................................1
2. LITERATURE REVIEW............................................................................................................2
3. METHODOLOGY......................................................................................................................4
4. TIMELINES OF RESEARCH ACTIVITIES.............................................................................6
REFERNCES...................................................................................................................................8

1. INTRODUCTION
Companies are now adopting several new methods to attract customers toward there
product or services for influencing them to make purchases. Among them social media is most
trending options used by majority of companies for promoting their product as well as brand
which also support them to achieve competitive advantage. Social media sites provide a platform
where marketer can communicate directly with consumers and can provide them personalised
services to them by handling their issues separately (Balakrishnan, Dahnil and Yi, 2014). Apart
from this it also help a marketer in maintaining a long term relation with customers by sharing
the information with them and responding to their queries. Mark & Spence is a well known
international brand which uses social media as a major source for promoting and selling its
products to customer worldwide. This support in influencing consumer behaviour as they can
check all the details of product along with their quality or durability by reading feedback of other
experienced users. Social media sites provide the basis through which customer can weight the
positive factors of particular product to make up their decision (Berger Paul and et. al., 2012).
Title or working title of research project
“To determine importance of social media and its influence on consumers' purchases.”
Outline the main objective of research
Aim:-
“To determine importance of social media and its influence on consumers' purchases. A
case study on Mark & Spencer.”
Objectives:
 To understand the concept of social media.
 To analyse the factors that affect the consumers' purchases. To determine the importance of social media in influencing purchasing of consumer.
Questions:
 Explains the concept of social media?
 What are the factors that affect the consumers' purchases?
 Explain about the importance of social media in influencing the purchasing of consumer?
Rationale or reason for choosing topic
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Main reason behind this study is to determine the importance of social media in
influencing the consumer purchasing behaviour. As Mark & Spencer operates its business in
dynamic environment where the choice of customers changes on regular basis. Apart from this
the increasing competition in market is also influence the choice of customer by providing
various alternatives to choose from them (Goh, Heng and Lin, 2013). The result of which sale of
Mark & Spencer is declining as there are many options available to customer in marketplace.
Because of which company has decided to concentrate on promoting their brand and product
through social media sites. As it has now become a major source of interaction and sharing
information among people within the society. Therefore this study is conducted to identify the
fact that up-to what extent and in which ways the social media influence the purchasing
behaviour of consumer. Apart from this, the information collected through this research will also
help company to adopt appropriate strategy for marketing its product over Internet. So that it can
interact with customers directly and respond to there issues which further support in enhancing
the brand image and achieving the competitive advantage over rivals.
2. LITERATURE REVIEW
This is consider as a most essential part for a research because it depict about the
knowledge as well as views of different scholars and authors regarding the current topic.
Literature Review critically analyse about the positive as well as negative aspect of the topic
which support a researcher to determine the effectiveness of its current project.
Concept of social media
According to the Hudson Matthew, (2018) Social media is defines as websites and
applications that are created to provide peoples a platform to share content efficiently, quickly
and in real time. As per the view point of , social media plays an essential role in defining about
what we think about, how we observe things and discussion about various issues prevailing in
society. Further they quoted that social media influence the various aspects of society i.e.
cultural, social, spiritual, political, economical and religious. Apart from this social media also
have a great impact over the thinking level of a person, their feeling and reaction over particular
issues. According to the Goh, Heng and Lin, (2013) social media is a way to share information
and also created the demand for marketers to market their product online to communicate with
large number of people within relatively less time and cost. Hence, social media marketing have
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a positive impact over the growth of company by increasing its volume of sale through
broadening its market base.
But as per the view point of Naylor, Lamberton and West, (2012) Social media plays
both positive as well as negative role in marketing of product or services. As customer who uses
social media site for purchasing their product or services, generally make up their decision on the
bases of reviews from experienced consumers. So, negative reviews from other customers may
affect the brand image of company and also influence the choice of visitors.
Factors that affect the consumers' purchases
According to Alton Larry, (2016) customers choose one product over another after
weighing a variety of factors which are divided into two categories i.e. product or non product
factors. The product factors directly related with the features, benefits, quality or quantity that a
particular product poses. On the other hand non product factors include brand name, product
placement, packaging, pricing and reputation of that product. So, Mark & Spencer must predict
the buying behaviour of consumer on the bases of these factors before marketing or positioning
their product in market.
But as per the view point of Carrasco Irene, (2018) the purchasing behaviour of
customers are being influenced by the factors like age, culture, socio-economic level, perception,
attitude, trends, personality or experience that a customer have regarding the brand as well as its
product. So, Mark & Spencer must try to focus on considering the ideas or feelings of customers
before planning to market their product. As per the view point of Goh, Heng and Lin, (2013) the
channel of marketing such as TV Commercials, radio, newspaper ads, social media marketing
etc. also have an great influence the consumer purchasing behaviour. Because these factors also
affect the way in which the information and benefits of particular product are being presented in
front of customers. Among all these social media marketing is a more influencing medium and
have an huge impact over the choice of customers. So, Mark & Spencer must put more
emphases over social media marketing instead of other mediums like banner, newspaper
advertisements etc., as it help in enhancing its brand image and expanding customers base.
Importance of social media in influencing the purchasing of consumer
As per the view point of Roesler Peter, (2015) social media is important for marketer as it
provide benefits like brand awareness, fan engagement, website traffic etc. which provide a good
start to company. It is easier to spread content over social media which influence the people to
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react in a specific way which generally act positively. According to him, social media works well
with millennials as people who use social media during its purchasing process likely to spend
more on buying a particular product instead of other who prefer visiting physical store for
purchases.
But according to the Ray Linda, (2018) social media websites provide a chance for word
of mouth publicity to company which support in enhancing the brand image and recognition
among customers at marketplace. As most of people who use social media sites for purchasing
product or services generally go through reviews and recommendations provided by other
experienced user for making up their own decisions. It influence the choice of customers
regarding the purchasing of product or services which may be positive or negative. This help in
impressing customers as through social media sites Mark & Spencer can regularly upgrade their
information and keep their content fresh, active or alive. This help in keeping customers engaged
with organisations because if company regularly upgrade their information, then people show
interest on regular visiting and assessing the fresh content or products that are being uploaded by
Mark & Spencer over websites.
3. METHODOLOGY
It refers to the specific procedure or technique that are used to select a process and
method to analyse the information about particular topic. Research methodology is most
essential part of a research which let the readers to critically evaluate about the reliability and
validity of overall study (Hajli, 2014).
State the main research technique:-
Research techniques
Methodology includes number of research methods and techniques which are generally
used to collect information regarding a particular topic. This includes methods used of data
collection, statical tool for analysing and interpreting the information etc. Following are the
techniques that can be use by researcher for collecting information regarding the influence of
social media over purchasing behaviour of consumers:
Interviews:- It refers to the face-to face conversation where journalist ask questions to
someone in order to determine the collect the information regarding particular topic.
Questionnaire:- It is defined as a research technique that contains a set of questions
which aims toward collecting information from the respondents. Questionnaire can be both
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quantitative and qualitative in nature which is used in survey for identifying the reviews of
people belongs to particular sample size.
Modelling:- It refers to the process of analysing and collecting the data from different
models or theories in order to support the specific topic within the study.
These all are the research techniques that are generally used for collecting the
information regarding particular topic. But out of which questionnaire is used under this research
as it help in collecting information in a concise and accurate way up-to extend that is required by
researcher (Hudson and Thal, 2013).
Indicate suggestion for data collection procedure
It refers to the process of collecting and measuring the information in an systematic manner
which enables a person to answer research questions, test the hypotheses and then be able to
evaluate the outcome. There are generally two types of data collection procedures that can be
better understood using following description:
Primary data: It refers to the fresh data that has been collected directly by the researcher
for the first time in order to evidence its topic of research. Primary data can be collected through
different sources but most commonly used techniques are interviews, experiments, questionnaire,
self administrative survey. This process is time consuming and expensive as compare to
secondary data collection method but it provide accurate and relevant information (Hutter and et.
al., 2013).
Secondary data: It refers to the process of gathering information which is already being
collected by some another person for their research over relevant topic and has already
undergone with statistical analysis. This information can be collected through several sources
like books, journals, organisational records, censuses etc.
From conducting this research both the data collection method will be helpful as
secondary data is collected through literature review which support in critically evaluating and
determining the reliability of current research. On the other hand primary data will be collected
through questionnaire which support researcher in collecting the information in a concise form
by asking question to respondent over particular topic of fact of concern.
Explain Analytical technique:
It is a procedure or method which is generally used by a researcher for analysing the
problems, facts or status. Analytical techniques are generally time bound & task limited and are
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used once to solve the specific problem. Under this, investigator use the thematical analysis as
analytical technique. Among all these gap analysis will be used under this research in order to
evaluate the gap between the planned and actual result if any, after the research has been
completed and reason behind those gap.
4. TIMELINES OF RESEARCH ACTIVITIES
This section help researcher to determine the starting and ending time of each activity in
involve within the research which in turn also support in performing operations in systematic and
timely manner that provide positive result (Lim, Chung and Weaver, 2012). For presenting this
information Gantt chart is used which is horizontal bar chart that provide a graphical illustration
of time along with activities. This help in assisting and tracking up particular task or activity
within project.
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REFERNCES
Books & Journals
Balakrishnan, B. K., Dahnil, M. I. and Yi, W. J., 2014. The impact of social media marketing
medium toward purchase intention and brand loyalty among generation Y. Procedia-
Social and Behavioral Sciences. 148. pp.177-185.
Berger Paul, D. and et. al., 2012. The impact of social media usage on consumer buying
behavior. Advances in management.
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.
Hajli, M. N., 2014. A study of the impact of social media on consumers. International Journal of
Market Research. 56(3). pp.387-404.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing. 30(1-2).
pp.156-160.
Hutter, K., Hautz, J., Dennhardt, S. and Füller, J., 2013. The impact of user interactions in social
media on brand awareness and purchase intention: the case of MINI on Facebook.
Journal of Product & Brand Management. 22(5/6). pp.342-351.
Lim, Y., Chung, Y. and Weaver, P. A., 2012. The impact of social media on destination
branding: Consumer-generated videos versus destination marketer-generated videos.
Journal of Vacation Marketing. 18(3). pp.197-206.
Naylor, R. W., Lamberton, C. P. and West, P. M., 2012. Beyond the “like” button: The impact of
mere virtual presence on brand evaluations and purchase intentions in social media
settings. Journal of Marketing. 76(6). pp.105-120.
Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on consumer
perceptions of brands. Journal of Marketing Communications. 22(2). pp.189-214.
Wang, X., Yu, C. and Wei, Y., 2012. Social media peer communication and impacts on purchase
intentions: A consumer socialization framework. Journal of interactive marketing. 26(4).
pp.198-208.
Online
Hudson Matthew. 2018. What is Social Media?. [Online] Available
through<https://www.thebalancesmb.com/what-is-social-media-2890301>./
Alton Larry. 2016. 5 Factors That Directly Influence Customer Purchase Decisions.[Online]
Available through<http://customerthink.com/5-factors-that-directly-influence-customer-
purchase-decisions/>./
Carrasco Irene. 2018. Which factors influence consumer behaviour?[Online] Available
through<https://integriaims.com/en/factors-influencing-consumer-behaviour/>./
Roesler Peter. 2015. How social media influences consumer buying decisions?[Online]
Available
through<https://www.bizjournals.com/bizjournals/how-to/marketing/2015/05/how-
social-media-influences-consumer-buying.html>./
Ray Linda. 2018. How Does Social Media Influence the Buying Behavior of Consumers?
[Online] Available through<https://smallbusiness.chron.com/social-media-influence-
buying-behavior-consumers-61504.html>./
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