Analyzing Social Media Influence on Customer Buying Behaviour (Report)

This research project investigates the influence of social media on customer buying behavior, examining its impact on marketing strategies and consumer decision-making. The study employs both qualitative and quantitative research methods, including questionnaires and surveys, to gather data on customer perceptions and preferences regarding various social media platforms like Facebook, Instagram, LinkedIn, and Twitter. The findings reveal that social media significantly affects customer behavior, with Facebook emerging as a key tool for understanding customer perceptions. The research also explores the importance of official websites, the barriers to digitalization, and the implications of e-commerce on company performance. The report concludes with recommendations for improving marketing strategies and enhancing customer engagement through social media, providing valuable insights for businesses seeking to optimize their online presence and influence customer purchasing decisions. The study emphasizes the need for businesses to adapt to the digital landscape and leverage social media to create effective marketing strategies and build strong customer relationships.

RESEARCH PROJECT
How social media can
influence customer buying
behaviour

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................4
INTRODUCTION...........................................................................................................................1
METHODOLOGY..........................................................................................................................1
RESULTS/ FINDINGS...................................................................................................................2
CONCLUSION .............................................................................................................................15
RECOMMENDATION.................................................................................................................16
APPENDIX....................................................................................................................................18
REFERENCES..............................................................................................................................20
.......................................................................................................................................................28

EXECUTIVE SUMMARY
Digital technology is one of the important electronic tool, device, resource and system as
it provide various opportunities to business organization to improve their productivity level at
market place. It includes various tools such as social media, multimedia, cloud computing and
mobile services. This research project is related to how social media can influence customer
buying behaviour. For this researcher use various methods to collect relevant information
towards the company and its services as well. Along with this, questionnaire also prepare by
investigator to take customers views towards the research aim. With the help of this investigator
can easily take final and valid conclusion in appropriate manner.
In addition of this, the main purpose of conducting research is to determine the impact of
social media on influencing the customers behaviour. With the help of this company can easily
evaluate customers needs and wants towards company products and services.
Along with this, for undertaking this study, research use inductive research through
which they easily gather relevant data and information about customers behaviour. In addition of
this, all the collected data also present in graphical way which help in understanding the
respondents views and opinion.
With the assistance of this, investigator easily draw a valid conclusion towards the social
media and influencing customers behaviour.
The research was valuable as it help in analysing various social media tools by which
products can be sell to the potential customers.

INTRODUCTION
As per current scenario, social media is one of the important platform which directly
influenced customers behaviour. By using social media, company can easily improve their
performance level by making string customer base. It also consider as an effective marketing tool
through which company can easily promote their services in front of customers. Along with this,
it also enhance opportunities for the company to invite large number of customers towards its
products and services. This part of research cover methodologies, results, findings and
discussion. All these are help in drawing valid conclusion towards the research objectives.
Research objectives:
 To identify impact of social media on consumer buying behaviour
 To identify impact of social media on business marketing strategies.
 To identify the changes social media has brought to consumers in different stages of their
decision making.
Background of the research:
Customers buying behaviour is one of the important aspect for business organization to
increase their overall performance level of the company. In this, company use social media with
the aim of interacting with their customers with the purpose of influencing them towards the
company products and services. Mainly social media an important platform in which number of
customers are influence to consume company products and services. This will increase overall
performance level of the company.
METHODOLOGY
For carry out the research, it is important for investigator to select right method for
collecting relevant data and information. In this, various type of methodologies and approaches
used by researcher with the purpose of executing activities. The research was carried in ethical
manner in which opinion of the customers were taking into consideration towards the social
media which directly influence their behaviour. Mainly there are two type of research methods
such as:
Qualitative research: This type of research is related with scientific method which
contribute in determining issues and problems towards the research. By using this, researcher
easily attaining set goals and objectives in appropriate manner. The findings was based on the
1

observation. In this, the researcher use qualitative method to understand the opinion of the
respondents and reason. With the help of this, they easily gather relevant data.
Quantitative research: This type of research is structures way in which researcher gather
data and information in effective manner. It relate with primarily exploratory research in which
researcher collect non-numerical data.
Primary Method: It is also an effective method for collecting data and information in
appropriate manner. In this, researcher conduct survey to prepare questionnaire for gathering
relevant data. Mainly it includes questionnaire, interview, survey. All these are appropriate for
investigator to take right decision. For this research, investigator use primary method to prepare
questionnaire with the purpose of gathering relevant information towards the research topic.
Secondary method: This method is also a effective for researcher to collect relevant data
and information in effective manner. As it relate with books, journals, articles and many more.
By using this investigator easily draw a valid conclusion.
Sampling: This is one of the important aspect which is highly relate with subset
population. In this researcher easily collect and examine collect data and information in
appropriate manner. In this there are two type of sampling method such as probabilistic and non-
probabilistic. Both are appropriate for researcher at the time of collecting research. For this
research, investigator use probabilistic method to select sample size to collect relevant data. In
this context, researcher select 100 respondents who are consume company products and services.
RESULTS/ FINDINGS
QUESTIONNAIRE
Name:
Age:
Gender:
Address:
Contact number (Mobile/Residence ) :
Q 1) Is customer behaviour get changes because of modification in product of company?
a) Agree
b) Disagree
2

Q 2) Which social media tool is effective that will help organisations in understanding the
perception of customers related to reputation of company?
a) Facebook
b) Instagram
c) LinkedIn
d) Twitter
Q 3) In modern world, is it necessary for companies to develop their own official site?
a) Yes
b) No
Q 4) Is social media helpful in creating effective marketing strategies?
a) Agree
b) Disagree
Q 5) What are the barriers that can be seen within an organisation while making it
digitalised?
a) Resource investment
b) Too much data
c) Security of documents
d) Uniting people & technology
Q 6) Is it necessary for companies to take in use of social media tools in order to
understand the buying behaviour of customers?
a) Yes
b) No
Q 7) How implication of e-commerce put impact on performance of the company?
a) Improvement in customer base
b) Boost up profit margins
c) Promotion of brand
Q 8) What do you think about e-commerce, is it helpful for companies in improving their
customer base?
a) Highly agree
b) Agree
c) Disagree
3

d) Highly disagree
Q 9) Can social media help a company in enhancing their business at international level?
a) Yes
b) No
Q 10) Can social media put impact on buying behaviour of customers?
a) Yes
b) No
Q 11) Are you aware of the concept of Social media?
a) Aware
b) Little knowledge
C) Not aware
Q 12) Is there any chance improvements that can be made by social media under e-
commerce section of an organisation?
a) Sale gets increases.
b) Develop Long term relations with customers
Q 13) How much satisfied you are with communication which is being provided by Social
media by organisational houses?
a) Fully satisfied
b) Satisfied
c) Not satisfied
Q14) Is social media helpful attracting high number of customers towards products and
services of an organisation?
a) Yes
b) No
Q 15) Recommendations for improvement in near future?
Findings and discussions
Theme 1 :- Changes in customer buying behaviour because of modification in product of
company
4

Q1) Is customer behaviour get changes because
of modification in product of company?
Frequency
a) Agree 63
b) Disagree 37
Interpretation : With the help of above mentioned graph it is identified that high number
of customers were in favour of changes that company makes in its existing products. 63
consumers agreed and said that behaviour of users can get altered because of alterations among
products and services. On the other hand, 37 people were not in favour of this and stated that
company may reduce its productivity as well if they start making changes in their items and
products of organisation. Therefore, it became vital for business firms to take in use of different
approaches related to social media through which many benefits a company can easily gain right
on time.
Theme 2 :- Effectiveness of social media tools
Q2) Which social media tool is effective that
will help organisations in understanding the
perception of customers related to reputation of
company?
Frequency
Facebook 55
Instagram 20
5
a) Agree
b) Disagree
0 10 20 30 40 50 60 70
Column B

LinkedIn 15
Twitter 10
Interpretation : Through looking at preceding graph, it is being concluded that most
effective tool is Facebook that can be helpful for companies in understanding the behaviour of
customers and can easily get to know about how they feel about the company and its products.
55 respondents were in favour of Facebook and stated that Facebook can easily help
organisations in getting informations related to customer's perceptions. On the other hand, 20 of
them said that Instagram is also helpful which may aid in understanding the behaviour of
consumers related to reputation of a company. 15 were in favour of LinkedIn and only 10
mentioned that Twitter will help in many ways to the company.
Theme 3 :- Need of developing official sites
Q3) In modern world, is it necessary for
companies to develop their own official site?
Frequency
Yes 55
No 45
6
55
20
15
10
Facebook
Instagram
LinkedIn
Twitter

Interpretation : In above graph, only 55 respondents were in favour of developing own
official website of an organisation. They have given a reason that, in modern world it is much
required for business corporations to become digitalised so that many benefits can easily be
gained right on time. With the help of this, company can store information related to customers
for a longer period of time in their own data bases. Apart from this, 45 out of 100 have
mentioned that there is not need of developing a website as it will only increase their expenses.
Theme 4 :- Use of social media in developing marketing strategies
Q4) Is social media helpful in creating
effective marketing strategies?
Frequency
Agree 67
Disagree 33
Interpretation : With the help of above graph where it can be seen that, 67 respondents
(customers) agreed that social media can easily help an organisation in creating effective
7
55
45 Yes
No
Agree Disagree
0
10
20
30
40
50
60
70
67
33
Column B

marketing strategies. On the other hand, 33 out of 100 customers were not in favour of same
things and mentioned that companies needs to follow traditional approaches through which many
benefits they can easily gain right on time. On the other hand, they have also mentioned that use
of social media may put positive impact on productivity along with profitability. It is much
necessary for business firms to become digitalised so that proper benefits can easily be gained by
them.
Theme 5 :- Barriers while making company digitalised
Q5) What are the barriers that can be seen
within an organisation while making it
digitalised?
Frequency
Resource investment 40
Too much data 20
Security of documents 30
Uniting people & technology 10
Interpretation : In preceding graph, it is being found that around social media can affect
resources of a business firm because they have to make investments on them. In this context, 40
respondents have given answer as organisations needs to look into their investments. Apart from
this, 30 people have stated that information of company or gathered information related to
customers can become less secure because of high chances related to hack. On the other hand,
8
40
20
30
10
Resource investment
Too much data
Security of documents
Uniting people & technology

rest of respondents said that too much data and uniting people along with technology can be
considered as an issue which may put impact on organisations behaviour.
Theme 6 :- Use of digital technology in understanding the buying behaviour of customers
Q6) Is it necessary for companies to take in use
of social media tools in order to understand the
buying behaviour of customers?
Frequency
Yes 65
No 35
Interpretation : With the help of above graph, it can be said that social media tools are
very much helpful in understanding the concepts and behaviour customers. Here, 65 respondents
have mentioned that social media tools can be helpful in buying behaviour of consumers. Digital
technology plays a crucial role in modern business world. When it comes to gain competitive
advantages organisation can use effective tools and techniques related to digital technology.
With the help of above graph, it can be said that company may grab good position through which
development in products and services can easily be done. Apart from this, 35 respondent said no
that company many not get appropriate knowledge related to customers right on time using
social media tools.
Theme 7 :- Implication of e-commerce putting impact on performance of company
Q7) How implication of e-commerce put
impact on performance of the company?
Frequency
9
65
35
Yes
No