Analyzing Social Media Advertisement on Consumer Behavior: Australia

This research report investigates the impact of social media advertisements on the purchasing behavior of consumers, specifically within the fashion industry in Australia. The introduction highlights the increasing reliance on social media for product information and price comparison. The report outlines the project's objectives and scope, emphasizing the importance of understanding social media's role in increasing sales. A comprehensive literature review explores the influence of social media on consumer choices, referencing studies on online retailing, customer behavior, and brand perception. The research questions address the role of social media advertising and its impact on consumer behavior and social status. The methodology includes qualitative and quantitative research methods, data collection through questionnaires, and a random sampling technique. The report also addresses research limitations, such as limited time and access. A detailed research plan outlines the activities, durations, and completion dates. The conclusion summarizes the increasing significance of social media advertising and the effectiveness of the research methodology. References to relevant studies and sources are also provided.

Running head: Methodology 1
Business research

Methodology 2
Contents
Title: Impact of Social Media Advertisement on Purchasing Behaviour of Consumers: A Case Study of
the Fashion Industry in Australia.................................................................................................................3
Introduction.................................................................................................................................................3
Project objective..........................................................................................................................................4
Project scope...............................................................................................................................................5
Literature review.........................................................................................................................................6
Research Questions and Hypothesis............................................................................................................8
Research design and methodology..............................................................................................................9
Research limitations..................................................................................................................................11
Research plan............................................................................................................................................11
Conclusion.................................................................................................................................................13
References.................................................................................................................................................14

Methodology 3
Title: Impact of Social Media Advertisement on Purchasing Behaviour of Consumers: A
Case Study of the Fashion Industry in Australia
Introduction
This research paper will demonstrate the impact of social media on customer purchasing by
taking the case study of Australia. Advertisements have the ability to educate the customers and
make them aware towards the products for which they may desire. With the help of social media
networking sites the customers can compare the prices of the commodities which facilitate them
to get affordable price. The project objective and scope have been defined in an efficient manner
so that the purpose of the paper can be cleared. The research methodology is the important
section of this research will help to define that from where data has been collected to make the
research. Research plan and limitations will be elaborated effectively.

Methodology 4
Project objective
The project objective of this research is to focus on making detail information about the social
media advertisements on the customer behavior towards purchasing the products. Another
objective is to define the methods in an appropriate manner of collection of data.

Methodology 5
Project scope
The scope of the research is considered as huge because it has the wide concept in which it can
be used by the researcher in further research. The research will help the potential organization,
reader and researcher to understand the use of social media advertisements for increasing the
sales.

Methodology 6
Literature review
According to Si, (2016), the use of social media is increased day by day as a number of
customers all over the world rely on the online services to buy different kinds of products. It is
because the social media platforms provide them a several options to opt the products and
services at affordable rate. The retailers of a company have developed digital marketing and
social networking to reach potential customers in an effective way by using online retailing
(Australian Communications and Media Authority, 2011). On the customers have initiates
making more research on social sites to compare the same products before making online
buying. It has been found in the previous assignment that most people of Australia have used
Facebook and YouTube. As per Shafigullina and Palyakin, (2016), the process of customers a
behavioral pattern at the time of purchasing goods and services in which they earlier search cues
of latest fashion for rewarding their requirements in setting their perceptions. It has been
analyzed that the businesses that are an insufficient strategy to reach their customers are
considered as the ones who endure bottleneck in industry. It is not possible that the customers
without attaining knowledge about the products and services buy the products. It is vital for the
business to have the accessibility and transparency of information that impacts the decision
making process of customers and that is why the fashion industry requires to evaluate the
concerns and gaps between their customers and the recent prospects (Siricharoen, 2012).
It has been discussed earlier that the companies that have a better understanding of the power of
advertising latest fashion in relation to the social networking sites. These companies have gained
the unexpected buyer making online purchases. It is vital for the fashion industry of Australia to
satisfy its customers by providing them latest fashion in their products (Australia Post, 2017).

Methodology 7
When the experiences of the customer are inefficient towards the products and services, their
choice develops into devaluates and thus the customer initiates making substitute searches and
other choices for potential buying (Quick and hall, 2015). It has been analyzed that the
advertisements made on Facebook refer more response in Australia in comparison to any other
social sites because it permits sharing ideas by comments and likes which is able to make brand
famous. It impacts the customer behaviors and makes them ware about the latest trends, on the
other hand, latest brands can bring the concern for them who have not capacity to buy latest
trends because in such case they have to face degradation in the view point of a society that may
influence their social activities. According to Oyza & Edwin, (2015), it is vital for brands to
handle both the separate features at the time of creating social media marketing to get feedback
from consumers in an affirmative manner. It is necessary for the retailers of the fashion industry
In Australia to advertise the products related to the fashion on social sites by keeping
consideration of the customer behaviour (Solomon, et. al., 2014) .

Methodology 8
Research Questions and Hypothesis
The research question for this research is defined below:
 What is the role of social media advertising on the buying behavior of customers?
 What factors are required to be considered at the time of selecting social networking
platforms to advertise the products?
 Is social networking impacted the social status of the people of Australia?
Hypothesis
 Social media advertisements have a positive impact on the consumer behavior in the
fashion industry.
 Social media advertisements affected the reputation of the customers adversely.

Methodology 9
Research design and methodology
This section has huge importance in the research as it contains the various methods from where
the data is collected.
Research method
There are numbers of research methods available that can be used by the researcher to implement
the research but for this research, the qualitative and quantitative research method has opted.
Both data are appropriate to gather the information about the research topic (Sekaran and
Bougie, 2016)
Research approach
The qualitative approach facilitates to collect the data by enhancing knowledge of concepts
behind the research topic. Along with that the primary and secondary sources have been selected
in which research paper, journal articles and information available on the internet is used to
accumulate the information (Smith, 2015).
Data collection
Data collection is facilitated to gather the effective information about the research topic for
executing the program in an effective manner. The primary source is facilitated to gather the
information directly from the respondents. It is helpful to provide the current information and
quick answer by the respondents. The questionnaire has been made to get a quick response from
the respondents in which ten questions are being prepared to analyze the consumer behavior of
purchasing products through online sites. On the other hand, the secondary sources of data are

Methodology 10
collected from those articles or research paper that have already used by other researcher or
others to conduct the research or another purpose (Churchill and Iacobucci, 2006).
Sampling size
It is a challenge for the researcher to analyze the large quantity data within short span of time.
Random sampling technique has been chosen for analysis the collected data because it facilitates
to provide equal opportunity to the selected people and evaluation has been done on the opted
samples.
Research strategy
It is vital for the researcher to complete research program within the time frame. The research
should be conducted in a proper manner to attain the goal. A systematic approach is being opted
to this research in which will facilitate the implementation of each activity of the research in
systematic or sequential manner. This has outcome into entailing each part without skip omitting
important activity (Vigneron and Johnson, 2017).
Targeted market
It is vital for the research to set the target where information regarding the research is to be
gathered. The researcher has chosen the primary sources as well as the secondary sources as the
combination of this research. The questionnaire has been made to gather the data of primary
data. Secondary sources are gathered from the journal articles and the sources from the internet
for making sure the reliability articles.
Ethical consideration

Methodology 11
Ethics values and principles are considered on top priority at the time of executing the research
program. The main aim of this research is to gather the information in fair manner without being
bias and maintaining the confidentiality of the collected data so that the trust of people can be
maintained in an efficient way.
Research limitations
At the time of the execution of the plan, several issues have chosen as a limitation and influenced
the implementation process of the research program. These limitations are described below:
 Limited availability of the time is the biggest challenge for this research that is why
random sampling technique has opted.
 Lack of access is another limitation of this research which may impact the
implementation of the research.
 Lack of resources is a limitation of this research because different sort of resources are
required for the execution of the research
Research plan
Serial
no.
Activities Initiation
date
Duration
(days)
Completion
date
Description
1) Selection of the
research topic
18 May 2018 2 20 May 2018 The topic will be
chosen for the
research
2) Creating research 21 May 2018 4 24 May 2018 Plans will be

Methodology 12
plans created within
time frame for
the research.
3) Implementation
of the created
plans
25 May 2018 5 29 May 2018 Plans will be
made as per the
created plan
4) Data collection
techniques
30 May 2018 3 1 June 2018 Data collection
method will opt
for the
implementation
of research.
5) Analysis of the
selected data
2 June 2018 3 4 June 2018 Data will be
analyzed in this
time frame.
6) Explanation of
results
5 June 2018 2 7 June 2018 Results will be
drawn from the
analyzed
information.
7) Conclusion and
recommendations
8 June 2018 1 9 June 2018 The conclusion
will be drawn as
per the analyzed
and interpreted
data.