Analyzing Social Media's Influence on Consumer Behavior at Woolworths

This project aims to determine the impact of social media on consumer buying behavior, specifically focusing on Woolworths Supermarkets. It explores the conceptual understanding of social media and consumer behavior, identifies the relationship between social media and consumer buying decisions, and recommends strategies for improving social media practices to influence consumer behavior. The research utilizes secondary data sources to analyze the influence of social media marketing, eWOM, and online purchase decision influences. The project also includes relevant search terms for literature review and cites peer-reviewed scholarly articles to support its findings. Desklib provides access to this project along with a wealth of solved assignments and study resources.

Running Head: PROFESSIONAL PROJECT
PROFESSIONAL PROJECT

PROFESSIONAL PROJECT 2
Table of Contents
Table of Contents..................................................................................................................................2
Single-page project plan........................................................................................................................2
A statement detailing your ‘field of research’....................................................................................2
Source of secondary data linked to your chosen field of research......................................................2
Research objectives...........................................................................................................................2
Research question..............................................................................................................................2
Search terms you propose to use in Google Scholar to identify literature..........................................2
Three peer-reviewed scholarly articles..............................................................................................3

PROFESSIONAL PROJECT 3
Single-page project plan
The title of this research is to address “Impact of social media on the consumer buying
behavior-A case of Woolworths Supermarkets.”
A statement detailing your ‘field of research’
For sustaining in the business environment, organization uses social media and influence the
consumer buying behaviour. Social media leads the organization to make an effective
relationship with their potential consumers by directly interacting with them (Balakrishnan,
Dahnil, and Yi, 2014). Further, social media encourage company to spread the awareness of
product and services among their potential consumers in the least time (Erkan and Evans,
2016). Organization needs to gain their understanding towards strategies of social media to
influence the consumer behaviour and obtain higher competitive benefits (Goodrich and De
Mooij, 2014).
Source of secondary data linked to your chosen field of research
Under this investigation, there are certain secondary data sources will be practised by the
researcher. These data will be readily accessible on the impact of social media marketing
medium toward purchase intention and brand loyalty among generation Y exist in
https://ac.els-cdn.com/S1877042814039366/1-s2.0-S1877042814039366-main.pdf?
_tid=52a558ac-b856-48bb-be49-
ef67e44343d9&acdnat=1533041135_c59a07742faccdb739e2bb085547d12f
with full pdf reports from 2014-16 currently available. Readily accessible data on the
influence of eWOM in social media on consumers’ purchase intentions: An extended
approach to information adoption exist
in http://tarjomeh20.com/wp-content/uploads/2017/06/The-influence-of-eWOM-in-social-
wemedia__sfesfs3dfsdf.pdf
with full pdf reports from 2014-16 currently available. Readily accessible data on how
‘social’are social media? A cross-cultural comparison of online and offline purchase decision
influences exist
in http://mariekedemooij.com/articles/goodrich_demooij_2013_journal_marketingcommunic
ations.pdf with full pdf reports from 2014-16 currently available.
Research objectives
The main aim of this research is to determine the “Impact of social media on the consumer
buying behaviour-A case of Woolworths Supermarkets”. The following objectives will be
accomplished to meet aim of study:

PROFESSIONAL PROJECT 4
RQ1: To explore the conceptual understanding of social media and consumer behaviour-A
case of Woolworths Supermarkets
RQ2: To identify the relationship between social media and consumer buying behaviour-A
case of Woolworths Supermarkets
RQ3: To recommend the strategies for improving the social media practices to influence the
consumer behaviour-A case of Woolworths Supermarkets
Research question
RQ1: What is the meaning and concept of social media and consumer buying behaviour?
RQ2: What is the relationship between social media and consumer buying behaviour?
RQ3: Which strategies are effective for improving the social media practices to influence
consumer behaviour?
Search terms you propose to use in Google Scholar to identify literature
Social media, consumers buying behaviour, relationship between consumer buying
behaviour, and strategies for improving consumer buying behaviour.
Three peer-reviewed scholarly articles
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.
Erkan, I. and Evans, C., 2016. The influence of eWOM in social media on consumers’
purchase intentions: An extended approach to information adoption. Computers in
Human Behavior, 61, pp.47-55.
Goodrich, K. and De Mooij, M., 2014. How ‘social’are social media? A cross-cultural
comparison of online and offline purchase decision influences. Journal of Marketing
Communications, 20(1-2), pp.103-116.