Impact of Social Media on Consumer Behaviour: Marks & Spencer Report

This report examines the impact of social media on consumer behavior, focusing on Marks and Spencer. It begins with an introduction to social media and consumer behavior, highlighting the importance of social media in influencing consumer decisions. The report identifies the issues faced by ma...Read More

Business and Management
Dissertation

Table of Contents
TITLE:.............................................................................................................................................1
1.0 INTRODUCTION.....................................................................................................................1
1.1 Identify a specific researchable topic area............................................................................1
1.2 Establish the importance of the problem...............................................................................2
1.3 Aim of the research project...................................................................................................2
2.0 RESEARCH OBJECTIVES AND RESEARCH QUESTION(S).............................................2
2.1 Research objectives...............................................................................................................2
2.2 Research Questions...............................................................................................................3
3.0 LITERATURE REVIEW..........................................................................................................3
Concept of social media and consumer behaviour......................................................................3
Importance of social media in influencing consumer behaviour................................................4
Issue faced by managers while implementing social media technique at workplace.................4
Relationship between social media and consumer behaviour.....................................................5
4.0 RESEARCH METHODOLOGY...............................................................................................6
4.1 Research Design, Research approach and Research Type....................................................7
4.2 Rationale...............................................................................................................................7
5.0 Access to Data and Research Ethics .........................................................................................8
6.0 Limitations.................................................................................................................................8
REFERENCES................................................................................................................................9

TITLE:
“Social Media and Consumer Behaviour.” A study on Marks and Spencer.
1.0 INTRODUCTION
1.1 Identify a specific researchable topic area
Social media is the platform through which interactive computer- mediated technologies.
This helps to share information, feelings and ideas interaction, content sharing and collaboration.
There are different types of social media such as social curation, social bookmarking, micro
blogging, forums, etc. In case of business, there is use of different social media tools such as
Facebook, Instagram, Twitter, Snapchat, Tumblr, etc. With the help of thee, it is easy for
managers of organisation to market products and services to consumers in society (Alalwan and
et. al., 2017).
Consumer behaviour is the aspect to study of individuals, groups of individuals and
organisations which affects purchasing decision of individuals. Consumer purchase products
when they are aware and satisfied, so there is involvement of consumer's emotional, mental and
behavioural response. There are different factors which affects consumer behaviour such as
comment at social media, after sales services, etc. so managers has to keep eye on satisfaction of
consumers because it has direct impact on consumer behaviour. In this research, there is
discussion about impact of social media consumer's behaviour. This research is based on Marks
and Spencer which is big British multinational retail sore having head quarter in Westminster,
London, UK. This organisation deals in clothes, home products and food items.
Consumers are the most important component for an organisation. They are the people
who are ready to purchase products and services with exchange of monetary terms. So this assist
in organisational sales and profits. When consumers are aware about their roles and
responsibilities, then there is improvement in brand image. Consumers purchase products and
services, when they are aware, so role of marketing is most crucial for increasing and enhancing
sales. So it is responsibility of managers to understand changes in demand of consumers and
providing specific products and services (Bamossy and Solomon, 2016).
These days, there is important role of social media sites in promoting brand image.
Facebook, Instagram, etc. are some platform which helps to creates contact with consumers. In
case of Marks and Spencer, they do not advertise products and services in innovative manner.
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Social marketing techniques of Marks and Spencer does not get change frequent. So consumer
behaviour gets affected. So this affects consumer behaviour in regard to some product or services
of association. This is the problem faced by Marks and Spencer which is discussed in this
research.
1.2 Establish the importance of the problem
There are some issues faced by managers of Marks and Spencer with using social media
technique. Social media is the platform where individual can analyse changes which is taking
place in external environment. This provides information about quality of services offered by
Marks and Spencer, so this helps to create an perception in mind of consumers, which may
affects consumer behaviour in negative or positive manner.
Marks and Spencer is delivering products through online orders. As per review of
consumers, services are not good. At social media sites, online application of Marks and Spencer
are used by consumers in relation to comment regarding quality of products and services. So this
is major aspect which affects consumer behaviour of individual (Marks and Spencer, 2019).
Consumers rates online services of Marks and Spencer bad because of improper delivery, terrible
services, etc. This is the major issue which is faced by organisation due to social media
application and affects consumer behaviour in negative manner.
1.3 Aim of the research project
“An investigation to identify the impact of social media on consumer behaviour.” A
study on Marks and Spencer.
2.0 RESEARCH OBJECTIVES AND RESEARCH QUESTION(S)
Research objectives are set of framework which are the base for conducting research.
These are the benchmarks which has to be achieved for making research authentic and reliable.
Objectives helps to understand research topic in best and relevant manner. With the help of
research objectives, it is easy for researcher to understand what researcher wants to study, so this
makes clear understand about topic in the mind of reader (Bigne and et. al., 2018).
On the basis of these objectives some questions are framed which are asked by
respondents in lieu to collect primary information. These questions provides an idea to reader
and respondents about subject of research.
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2.1 Research objectives
 To understand the concept of social media and consumer behaviour.
 To identify the importance of social media in influencing consumer behaviour.
 To analyse the issue faced by managers while implementing social media technique at
workplace.
 To ascertain the relationship between social media and consumer behaviour.
2.2 Research Questions
 Do you understand the concept of social media and consumer behaviour?
 What is the importance of social media in influencing consumer behaviour?
 What are the issue faced by managers while implementing social media technique at
workplace?
 What is the relationship between social media and consumer behaviour?
3.0 LITERATURE REVIEW
Concept of social media and consumer behaviour
According to Matthew Hudson, 2019 Social media is the platform in the form of websites
and applications that creates a contact with people with whom use can communicate, share
information with each other. Facebook, Instagram, twitter, Tumblr, Snapchat, etc. are some sites
for social media platform. These days there is more trend for social media, sites it issued for
different purpose such as market analysis, customer reactions, marketing, etc. which helps to
create awareness among consumers. While using social media as marketing tool, it is important
to understand changes such as policies of advertising according to feature of product and
services. This helps to make positive and long relations with fans ad followers (Choi, Seo and
Yoon, 2017).
Managers of Marks and Spencer has to regularly analyse social media platform in order
to understand perception of consumers and make it positive. Images and video are one of the best
technique which has to be used with social media platform. This is the technique which are more
impressive to the mind of consumers. Hence new and innovative strategies has to be used for it.
According to Anuj Nawal, 2019 consumer behaviour is the study of individual's, groups
or organisation's perception regarding selection of specific product or service. This perception
depends on their satisfaction of demands and wants. Hence it is the concept under which study is
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done related to nature of consumer whether they are ready to purchase product and avail services
or not. This is important because in case of Marks and Spencer managers are able to understand
whether consumers are ready to buy their products or not. In case they are not ready then market
analysis has to be done regrading issue in products and services. This also helps to understand
changes which are specific and significance for taking good sales and profits to association.
Consumer behaviour is affected due to some factors such as personal factor, psychological
factor, socio- culture factor so managers has to market their product ad services with new and
innovative manner.
Importance of social media in influencing consumer behaviour
There is important role of social media in affecting consumer decision making. These
days people excess social media platform before purchasing, this helps them to understand
effectiveness of products, its features, etc. So consumer can analyse its requirement according to
their demand. According to Kellie Elmerraji, 2019 pictures, video, etc. posted on social media
makes demand for the product in market, so social media plays crucial role in growth of sales for
Marks and Spencer. In older days, most effective marketing is word of mouth, but in current
market it gets replaced with sharing customer experience at social media advertisement. This
helps to make consumers reliable about relevance of their product and services. In case of Marks
and Spencer while launching new product, experience about comfortableness can be published.
This is the bes way of affecting consumer behaviour.
With use of social media techniques, it is easy to understand demand of consumers and
then products are advertised accordingly. It is easy to communicate with consumers regarding
quality of products and services and then positive comment can be published at social media site.
This also helps to maintain good relationship among managers and consumers (Dolan and et. al.,
2016). With marketing through social media sites, through picture, innovative videos, etc. want
of consumers can be changed in demand. This is the positive change in behaviour of consumers
regarding purchase of products. Hence it is responsibility of managers of Marks and Spencer to
analyse culture, trend of consumers in particular geographical region and then plan marketing
activities. This helps to get enhance sales and maintain good brand image in industry.
Issue faced by managers while implementing social media technique at workplace
These days, there are many changes which are taking place in external market, so it is
responsibility of managers to analyse it and implement it to get best results. Social media is also
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part of such change. Social media platform is wide and vast, so there are possibilities that
managers of Marks and Spencer face some issues in implementing it. According to Shawn
Hessinger, 2019 challenges of social media for organisation are inevitable. According to Emily
Strober, 2016 Some issues arise while implementing social media technology and face by
managers of Marks and Spencer are discussed as under-
Number of likes/ comment- number of likes/ comments on social media platform decides
famous or unpopular in society. This is the major drawback with social media. In case there are
less likes or comments on product, then this affects popularity and products. People does not like
to purchase it which affects sales and growth of products.
Fake identities- At social media thee are many fake identities. There are many people use
use wrong name and use social media application such as Instagram, Facebook, etc. So this
affects popularity of products and services in negative manner. Sometimes, they post wrong or
negative comment over product advertised through social media sites, so they affects brand
image of Marks and Spencer. Their comment can be analysed by others and their buying
behaviour gets affected.
No face to face contact- This is major issue which is faced by managers of Marks and
Spencer while using social media technology and analysing consumer behaviour. There is no
face to face contact between consumer and organisation's representatives (Erkan and Evans,
2016). Hence if there is any query in mind of consumers related to product, then they are not able
to ask or enquire rapidly. Comments are checked after some specific time which may affect
decision making of consumers.
Lack of privacy- there is no privacy while using social media technology. For instance:
Marks and Spencer has fan page on Instagram from where they contact with there consumers and
market products and services. If any negative comment is posted by fan, then it will be
advertised to every individual while accessing that page. S this affects good will regarding Marks
and Spencer which affects consumer behaviour related to specific product.
Relationship between social media and consumer behaviour
There is positive relationship between social media and consumer behaviour. In current
market, there is important role of social media because people are connected through these
platform. Marks and Spencer is the company which has pages and account on social sites such as
Facebook, Instagram, so they advertise their product on it. There are some people who avail their
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services, so in this case their views affects consumer decisions. According to Shane Barker, 2019
74% shoppers makes decision of purchase by analysing social media sites. There are different
social media platform which influence decisions of consumers in negative or positive manner.
Due to comment of social media influencers. There are some factors which shows leverage of
social media platform for Marks and Spencer are discussed as under-
Review from family and friends- At social media sites, family and friends are interacted
with each other. These days after availing products and services through social media sites is
easy and interactive, so in this case this affects consumer behaviour behaviour. For instance;
there is negative review of individual over specific product and services, then this gives negative
impact on consumer buying behaviour which affects brand image of Marks and Spencer.
Store's presence on social media- Marks and Spencer has page an d account on social
media applications such as Facebook, Instagram, Twitter, etc. so they can advertise product and
services over it (Gainsbury and et. al., 2016). There are followers on their page and they
comment on quality of products an services, then this can be analysed by other individuals which
may give negative or positive impact on consumer behaviour.
Apart from this there is discussion about different decision making of consumers because
there is ease in taking feedbacks from consumers, suggestions, complaints, etc. This helps to
interact with consumers at global level because of easy marketing.
According to Rahul Pandita, 2019 there are many people who post strength, weakness,
quality, etc. of products ate advertised through social media, so it is easy for over individuals to
analyse about it. Consumer can study result posted on social media, they can analyse raying in
order to collect information about specific topic. There are different advertisement which shows
information about products and services to consumers, this also affects consumer behaviour.
From instance: advertisement is effective and innovative related to home furnishing then in this
case this can change mind of consumers and they might get ready to buy it. At Instagram, there is
provision of stories, hashtags, etc. this is the bet way to increase brand image of Marks and
Spencer.
4.0 RESEARCH METHODOLOGY
Research is the study through which investigation about specific product and services are
analysed to collect information in more in- depth and relevant manner. So there is use of
different techniques through which information analysed is authentic and reliable. This can be
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under stood under framework “Research Onion” which provides complete information about
strategies used to conduct research.
4.1 Research Design, Research approach and Research Type
Research design is the format in which research is complied and information is collected.
There are three types of research design: descriptive, exploratory, explanatory. In this research,
descriptive research design is used because this provides complete information in systematic
form. So it is clear to reader that which strategy is used and for what reason (Javornik, 2016).
Research approach is the technique through which information about collection of data,
its analysis is clear. So this makes collecting and gathering information are analysed in best and
effective manner. There are two types of research approach i.e. deductive and inductive. In this
research deductive approach is used because this is the way information presented is sorted and
completely reliable about research topic.
Research are of two types: qualitative and quantitative research. Qualitative research type
is the research which consist of information which is shown in graphs, charts, etc. with specific
opinion about research topic. While qualitative research type shows information through charts
graphs, etc. This also provides information about specific view with reason. In this research
qualitative research is used which is effective for collecting and gathering information in better
manner.
There are two methods i.e. primary and secondary to collect information for providing
conclusion and recommendations about research topic. Primary method is the way through
which data is collected through individuals by research through personal interview,
questionnaire, etc. While secondary information is collected with the help of newspaper, books,
online sources, etc. This is the way through which information about research topic is collected
through broad concept (Knoll, 2016). There are possibilities at information is old because this is
collected from others and published. In this research secondary source to collect information is
used.
Data analysis is important concept which helps to interpretete information collected from
secondary source. In this research, thematic approach is sued to understand more and in proper
manner. In case research objectives are set, so when they are set in different themes while
conducting research, then it is easy to understand about it by reader.
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4.2 Rationale
With using descriptive research design, it is easy for reader to get in- depth understanding
about research topic. This is the way through which makes research more clear and understood to
others. Deductive approach helps to focus on important aspects which is relevant for providing
specific views about research topic. Qualitative method is used in this research which helps to
represent data in more effective manner and helps to understand reason behind specific view.
Thematic approach helps to get brief understand about research aims and objectives. Secondary
source is used to collect data in this method, so overall view about research topic can be analysed
(Lacka and Chong, 2016).
In this research, there is no population, sampling size because information is collected
through secondary sources and there is no requirement of all these aspects in secondary data.
5.0 Access to Data and Research Ethics
There are some ethical aspects which has to be considered by researcher while
conducting research. This makes research more reliable and authentic. In this research,
information is collected through authentic sources which are up to date. Confidentiality is the
major aspect which has been covered by research in collecting and transferring information. Data
which is collected is used for research purpose only. Hence this makes research authentic and
reliable (Parsons, Maclaran and Chatzidakis, 2017).
6.0 Limitations
There are some limitations which has to be considered while conducting research. In this
research, there is limitation of cost, so this affects data collection method because researcher is
not able to collect data from more authentic sources. Researcher have lack of knowledge about
research tools and techniques, so they have to study which consumes time while conducting
research.
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REFERENCES
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Dolan, R. and et. al., 2016. Social media engagement behaviour: a uses and gratifications
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Gainsbury, S. M. and et. al., 2016. An exploratory study of gambling operators’ use of social
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Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in marketing and
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Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
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Sotiriadis, M. D., 2017. Sharing tourism experiences in social media: A literature review and a
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Zhang, K. Z. and Benyoucef, M., 2016. Consumer behavior in social commerce: A literature
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