Analysis of Social Media Impact on Customer Purchase Decisions

This report analyzes the influence of social media on customer purchase decisions, based on a research project. The study explores various themes, including the impact of social media on customer behavior, challenges faced by firms in utilizing social media, the main benefits of social media in business operations, and the resources required to effectively use social media platforms. The research also investigates the sustainability of social media platforms, the effectiveness of social media in reaching customers, alternative media channels, and the specific social media tools employed by companies like Marks & Spencer. The report provides data on customer responses, offering insights into consumer preferences and the effectiveness of different marketing strategies. The findings highlight the importance of social media in today's business environment and provide recommendations for optimizing social media strategies to enhance customer engagement and drive sales.

RESEARCH
PROJECT (PART 2)

THEME 1: Social media affect the
purchase decision of customers
Q1) Does social media affect
the purchase decision of
customers?
Frequency
Yes 30
No 20
Yes No
0
5
10
15
20
25
30
Column B

THEME 2: Major challenges face by firm
during use of social media
Q2) What are the major
challenges face by firm during use
of social media to interact with
customers?
Frequency
Complex process 24
Time consuming 15
Frequent changes 11
Complex process
Time consuming
Frequent changes

THEME 3: Main benefit of use social
media in business operations
Q3) What is the main benefit of
use social media in business
operations?
Frequency
Attract large number of customers 20
Provide competitive benefit 16
Support in expand operations 14
Attract large number of customers
Provide competitive benefit
Support in expand operations
0
5
10
15
20
25
Column B

THEME 4: Major resource require by
entity to utilise social media platforms
Q4) What is the major resource
require by entity to utilise social
media platforms?
Frequency
Funds 28
Expertise knowledge 22
Funds Expertise knowledge
0
5
10
15
20
25
30
Column B

THEME 5: Social media platforms M&S
can sustain in market for long run
Q5) Does by utilise social
media platforms M&S can
sustain in market for long
run?
Frequency
Yes 38
No 12
Yes No
0
5
10
15
20
25
30
35
40
Column B

THEME 6: Social media is an effective
way to reach customers
Q6) Does social media is an
effective way to reach
customers in retail
industry?
Frequency
Yes 40
No 10
Yes
No

THEME 7: Major medium through which
M&S can reach
Q7) Other than social media, what is
the major medium through which
M&S can reach to its customers?
Frequency
Television 24
Radio 10
Newspapers 16
Television
Radio
Newspapers

THEME 8: Main social media tools which
use by Marks & Spencer
Q8) What are main social media
tools which use by Marks &
Spencer organisation to attract
consumers?
Frequency
Instagram 19
Facebook 22
Twitter 9
Instagram Facebook Twitter
0
5
10
15
20
25
Column B

References
Edvardsson, B., Tronvoll, B. and Gruber, T., 2011.
Expanding understanding of service exchange and value
co-creation: a social construction approach. Journal of
the Academy of Marketing Science. 39(2). pp.327-339.
Turban, E. and et. al., 2013. Business intelligence: a
managerial perspective on analytics. Prentice Hall, New
York.

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