This research report investigates the impact of social media on consumer purchasing behavior, focusing on the methodologies used to analyze this relationship. It begins with an introduction highlighting the increasing influence of social media on consumer decisions and the significance of understanding this dynamic. The report details the research methodologies employed, including research philosophy (interpretivism), research approach (inductive), and research design (qualitative). It outlines the data collection methods, such as surveys and literature reviews, along with the sampling process and data analysis techniques. The expected outcomes suggest that social media significantly affects customer satisfaction and buying behavior. The study concludes by emphasizing the importance of social media for businesses in attracting consumers and improving productivity, with recommendations for organizations to focus on customer satisfaction and data collection from social media platforms. The report also includes references and interview questions, providing a comprehensive overview of the research process and findings. This report is a group assignment submitted by a student for the Holmes Institute HI6008 Business Research Project.
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