Analysing Social Media Impact on Consumer Behaviour: Marks & Spencer
VerifiedAdded on 2023/04/22
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Case Study
AI Summary
This case study investigates the impact of social media on consumer decision-making in the clothing industry, focusing on Marks & Spencer. It aims to identify the concept of social media marketing and consumer decision-making, investigate factors affecting online shopping decisions, study the impact of social media on Marks & Spencer's consumer choices, and explore various social media sites used for marketing. The research employs both qualitative and quantitative methods, using questionnaires and secondary data from books, journals, and online libraries. Thematic analysis is used for data analysis, and ethical considerations are addressed by ensuring data authenticity and confidentiality. The study concludes that social media marketing significantly impacts customer buying behavior, particularly among younger demographics, and identifies various social media tools that Marks & Spencer can leverage to enhance organizational performance. The research acknowledges limitations such as time constraints, insufficient information, and financial limitations.
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