This project investigates the impact of social media and digital marketing strategies on customer buying behavior, focusing on Marks and Spencer as a case study. The research explores the benefits of social media marketing in the retail sector, analyzes its overall impact on customer buying behavior, and identifies the challenges faced by Marks and Spencer in utilizing various social media applications. The project employs a quantitative research approach with a survey strategy, utilizing random sampling to gather data from 30 employees. It outlines the research methodology, including research philosophy, approach, strategy, and ethical considerations. The project also includes a timeline and resources needed for completion, providing a comprehensive analysis of social media's influence on consumer behavior within the retail industry.
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