Influence of Social Media on Consumer Purchases: Mark & Spencer

This research project investigates the impact of social media on consumer purchasing behavior, using Mark & Spencer as a case study. The introduction highlights the growing use of social media by companies to influence consumer purchases and gain a competitive advantage. The report outlines the research objectives, which include understanding the concept of social media, analyzing factors affecting consumer purchases, and determining the importance of social media in influencing purchasing decisions. The literature review explores the concept of social media, factors influencing consumer purchases (product and non-product factors), and the importance of social media in influencing consumer purchasing decisions. The methodology section details the research techniques employed, including interviews and questionnaires, and the data collection procedures, which involve both primary and secondary data. The report also discusses the analytical techniques used to evaluate the research findings and provides recommendations for further consideration. The research aims to provide insights into how social media affects consumer choices and purchasing patterns, offering valuable information for businesses seeking to leverage social media for marketing and brand promotion. The report concludes with a discussion on the agreed format and appropriate media to present the research outcomes.

RESEARCH PROJECT

Table of Contents
Topic- “To determine importance of social media and its influence on consumers' purchases. A
case study on Mark & Spencer.”......................................................................................................3
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
LITERATURE REVIEW................................................................................................................4
METHODOLOGY..........................................................................................................................6
TIMELINES OF RESEARCH ACTIVITIES.................................................................................8
TASK 2 ...........................................................................................................................................9
2.1. Plan and design data collection tool to match resource hypothesis and questions. ........9
2.2 Undertake research investigation as per agreed specification........................................10
2.3 Discussion on record and collate relevant data in which its appropriate.\.....................13
TASK 3..........................................................................................................................................18
3.1 Use appropriate techniques for research evaluation. .....................................................18
3.3 Description on recommendation and justify the areas for further consideration...........27
TASK 4..........................................................................................................................................28
4.1 Description on agreed format and appropriate media to present the outcomes for research.
..............................................................................................................................................28
REFERENCES .............................................................................................................................29

Topic- “To determine importance of social media and its influence on
consumers' purchases. A case study on Mark & Spencer.”
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 helps 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).
TASK 1
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
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 influenced 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.
LITERATURE REVIEW
This is considered 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
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 and 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 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
react in 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 the 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 influences 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.
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
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 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 provides 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
used once to solve the specific problem. Under this, investigator use the thematical analysis as
analytical technique. Among all this 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 this gap.
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.

TASK 2
2.1. Plan and design data collection tool to match resource hypothesis and questions.
Resources Details Description
Research philosophies Interpretive This is philosophy that will by
researcher in order to interpret
the elements of study (. Kim,

Kandampully and Bilgihan,
2018). Thus, research will
have the use of it in order to
gain the depth information
about the research topic.
Research approach Inductive This is defined as plan and
procedures that is inclusive of
assumption to get depth
information. Thus, researcher
will have the use of inductive
approach in order to specific
observation to broader
generalisation.
Research design Descriptive design The researcher will have the
use of descriptive technique so
that depth information can be
gained.
Data collection Primary and secondary In this, the researcher will take
both method as primary and
data collection so that reliable
and accurate information can
be achieved.
Data analysis Qualitative analysis The researcher will have the
use of qualitative techniques in
terms to interpret the data and
it findings.
2.2 Undertake research investigation as per agreed specification.
This is term that defined as process to collect information with aid of systematic
gathering of data (Kim and Kim, 2018 ). In addition to it, methodologies section will include

publication research interviews, surveys and techniques so it can include present and historical
information. Thus, its defined in following manner as-
 Research philosophies- This is vast topic and one of the essential part of research
methodology. Thus, research philosophy may be classified into things as interpretive,
positivism ontology, epistemology and axiology etc. In order to determine the importance
of social media and its influence over customer the researcher has used of interpretive
techniques in this information is based on assumption and it aids to interpret the elements
of study.
 Research approach- It is term that defined plan and process and it will consist of broad
assumption to gather detailed information of research topic. Thus, research approach may
be classified as inductive and deductive approach (Inductive and deductive approaches to
research, 2013). Herein, inductive approach can be termed out as generation of new
theory emerged form data. On the other hand, deductive approach relates with the aimed
and testing of theory. Therefore, to determine the implication of social influence over
customer the researcher has used inductive approach so that depth and reliable data can
be achieved.
 Research design- The term research design refer as the procedure that is useful in terms
to collect and analyse the variables specified in research problem. Thus, research design
may be classified as descriptive, correlation, Quasi- experimental and experimental etc.
To determine the implication of social media over the influence about customer purchase
the researcher has the used of descriptive techniques. Therefore, descriptive techniques is
useful to define the scientific method that aids to involve observing and describing
behaviour of human.
 Data collection- This is term that defined as process of collecting information by the use
of relevant sources. Thus, data collection method is composed of two categories as
secondary and primary. Under this, primary method can be termed out as to gather
information directly from original sources. On the other hand, secondary method can be
used to define the information with use of online, book, journal articles etc. In order to
determine the importance of social media on the purchase of customers the researcher has
used both primary and secondary techniques so that depth information can be gathered.

 Data analysis- This is term that can be defined as process of inspecting, transforming,
cleansing and modelling data with use of information. This is process that evaluate data
with use of two techniques as qualitative and quantitative (Bigne and et.al., 2018.
Colicev, Malshe and Pauwels, 2018). In addition to it, qualitative data will be helpful in
terms to have non numeric information and that can be conducted with use of interview
transcripts, notes, video etc. Thus, quantitative techniques aids to gather the practical
information and it can be measured with help of numerical variables etc.
 Sampling- It is process that can be termed out as predetermined observation and that
must be taken from larger population. Thus, sampling method can be classified as cluster,
non probabilistic, probabilistic and sample random technique. In this research, the
researcher has used the simple random techniques with the sample size of 50 respondent
as customers.
 Ethical implication- This is need to be undertaken in order to maintain the reliability of
information. Thus, prior approval must be taken to of respondents so that researcher can
able to maintain the anonymity and confidentiality. It is essential to maintain the quality
and integrity in research.
QUESTIONNAIRE
1. Do you believe Mark & Spenser uses social media tool in supporting customer
engagement.
 Yes
 No
 May be
2. Is social media tools are helpful with regard to shaping consumer behaviour including
brand loyalty and intention to buy.
 Yes
 No
 May be
3. Which social media platform uses by Mark & Spenser?
 Facebook
 LinkedIn
 Twitter