A Research Project on the Influence of Social Media on Consumers

This report investigates the extent to which social media influences consumer purchase decisions, focusing on the impact in the UK market and specifically within the context of Tesco. It begins by outlining the research project's specifications, including the aim to understand social media's role and its effect on consumer buying behavior. The report includes a literature review, methodology employing questionnaire-based primary data collection from 50 randomly selected respondents, and considerations of research limitations like cost and time. Key aspects explored are the positive and negative impacts of social media on consumer choices and the potential influence on a company's productivity and growth. The research aims to shed light on the significance of social media in modern marketing and its implications for businesses.

Research project part 1- To what extent does social media
influence consumers’ purchases?
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Contents
Proposal................................................................................................................................................4
1. Introduction.....................................................................................................................................4
1.1 Formulate and record possible research project outline specifications.................................4
1.2 Identify the factors that contribute to the process of research project selection...................6
2 Literature review..............................................................................................................................8
1.3 Undertake a critical review of key references..........................................................................8
3 Methodology......................................................................................................................................9
1.4 Produce a research project specification.................................................................................9
4. Timeline..........................................................................................................................................10
1.5 Provide an appropriate plan and procedures for the agreed research specification..........10
References..........................................................................................................................................12
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Introduction
The consumers are the main players of the market; therefore, the organisations need to
consider most about the behaviour and pattern of buying of the customers. The company
needs to make the clients and the users satisfied as they are the one who is responsible for
making the company what it is actually. The existence of the firm is basically being depended
upon the customers of the market therefore, it is very necessary for the organisation to make
the client delighted. Recent in the market the technology is getting consistently advanced
which is availing the growth and development opportunity to the company (Schivinski and
Dabrowski, 2016). The social media is one of the advanced technology which is aiding the
people of the society to get connected with each other. This is also a platform which is been
used by the companies to promote the offerings and goods and services of the firm. The
impact and influence of social media on the buying behaviour of the users will be understood
in this study in a detailed manner in this study.
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Proposal
1. Introduction
1.1 Formulate and record possible research project outline specifications
Topic
To what extent does social media influence consumers’ purchases?
Background
At the present time, it has been understood that the people of the society are effectively using
the social media sites as it is very useful for several things. The development of the
technology has provided different opportunities to the people in the society. There are
different opportunities that the companies in the nation are also able to attain with the help of
the technology. There are several opportunities that are availed to the business in the nation
which can be able to get effectively attained if it will be using the correct technology. The
people of the society are socialising which is creating growth and development opportunities
for the company in the competitive world (Godey, et. al., 2016). The social media sites are
presently used by all the people of the society as well as companies. It is providing the
company a platform where it can attract and raise the number of customers. YouTube,
Twitter, Facebook, WhatsApp and many more are there which is actively used by the people.
Presently the buying behaviour of the people is highly influenced by the appropriate
utilisation of social media.
Research aim
The prime motive to carrying out this investigation is to examine the stimulus of the proper
utilisation of social media on the people and their buying behaviour of any goods and
offerings of the company.
Research objective
 To understand all the significant roles and responsibilities that s lying on the social
media in the nation.
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 To inspect the consequence of the utilisation of social media on the purchasing
behaviour of society’s people in the UK.
 To determine the influence of social media on growth and development of Tesco
company.
Research hypothesis
H0- The use of social media by the people of society are having a great and positive impact
on the company’s growth.
H1- It can be a negative aspect of the business as the use of social media can be threatening
for the company.
The key aspects
In this study, the key elements are social media and the customer’s buying behaviour. The
main concern here is one the influence that can be seen on the buying pattern of the people in
the society with the use of social media. Also, the productivity and profitability of the Tesco
company will also get to know with the study here. The awareness in the market is able to get
attain the products and services of the company with the use of social media will get to know
here.
Research question
 What is the significant role of social media in the nation?
 What is the effect as well as the impression of the social media on the purchasing
pattern of the customers in the nation?
 How the company’s productivity and growth are influenced by the usage of social
media?

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1.2 Identify the factors that contribute to the process of research project selection
What is the issue?
The main issue that is been faced by the company is that it is not able to reach to its end users
in the effective and in the required manner. this is affecting the business operations and the
level of profit ratios are also decreasing consistently. This is influencing the company in the
negative ways as the market value is getting decreased. This is actually a big threat to the
company’s existence and survival.
Why is it an issue?
It is an issue as the firm is not using the strategies and appropriate tactics to retain and attract
the clients. It is very necessary for the organisation to use the most appropriate technique for
the study but with there is a lack in the resources and also appropriate market understanding
is not there which is affecting the company to sustain in the market.
Why is it an issue now?
Presently, it is an issue as the organisation in the nation is not using the emerging technology
that s in trend in the competitive market. the social media is one of the best approaches that
can be used by eventually the company is not using it which is affecting the firm and is facing
several issues and problems which is totally against the company’s development and growth.
This is the only and main reason for the company to endure and retain in the market.
What the study shed light upon?
Basically, the study is focusing on the vitality the of social media sites market at present. The
growth and development of the business are highly depended upon the use of social media as
it is acting as a place that is aiding the firm to perform work in the operative as well as in the
suitable manner.
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The significance of the study
The importance of this particular investigation is very high as there are several learning
outcomes that can be able to get attained by carrying out the study in the proper and in a
required manner. The data and information here will get attained for the proper
understanding of the social media ad it impacts on the people of the society at the time of
making any decision related to buying of goods and services. The information is very genuine
and valid here which will be helping the learner to enhance their skills and knowledge. This
study will also aid the investigators to meet their academic purposes as lots of information is
able to get obtained by them which is assisting in different things. Not only in the academic
aspect but in practical life also the information is very beneficial. Also, the company will able
to make strategies as per the needs and requirements.
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2 Literature review
1.3 Undertake a critical review of key references
According to Goh, et. al. (2013), the social media is one of the platforms which is presently
used by everyone in the market. the people are using it so as to reach to their known and
relatives. This site is providing assistance to the people as with the use of this the one can be
able to get connected with another person, this is making a pool of socialization which is very
necessary. Basically, the social media is the way that is been used to make effective and
useful communication with others. This is very effective medium which is used to perform
the communication activities in the proper and in a systematic manner. the social media is
helping and assisting the people to do communication as well as they can be able to share
their views and thoughts by making groups on different sites like YouTube, Twitter,
Facebook, WhatsApp and so on.
In accordance with Darban and Li (2012), social media is having a great impact on the life of
people in Uk. There are a large number of population in the nation who are active on different
social media sites which. This is helping them to attain information and required things in a
positive way. the right and appropriate information about several things can be attained by
the people which is a positive aspect for the people and society. There is a negative impact as
well, the people are of different age group who are using the social media sites. There are
several things which are not to be accessed which can be operated on social media sites
which are affecting the people especially the youths, therefore it is a negative thing.
As asserted by Liwei Chen (2014), the social media is assisting the companies in an effective
and appropriate manner. There are several opportunities that can be attained by the company
as on social media site the company can be able to promote its goods and services. As a large
number of people in the nation can be seen active on the social media sites, then they can use
the platform for marketing. The people can see and check all the details about the products
and services that are been offered by the company. This will make the customers get attracted
more towards the products and offerings of the firm. This is assisting the company to raise its
sales volume as the number of customers if get increase the sales will directly be increasing
which is helping is increasing the profitability as well as productivity. The company will get
grow and eventually it could be able to get developed as well appropriately.
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3 Methodology
1.4 Produce a research project specification
 Research technique- This is one of the aspects which is very important in an
investigation as with the effective and appropriate use of this method the accurate and
valid data could be able to get obtained. The data will be gathered with the use of
questionnaire method which is very useful and effective for the study as here the data
will be directly collected from the people of the society (Zikmund, et. al., 2013). This
will aid in attaining the information in an accurate manner and also the presence of
validity will be there. The research technique is very necessary as this is aiding the
researchers to meet the needs and set the aim of the selected research.
 Data collected procedure- The data collection is basically the procedure which is
used to collect the reliable information for the chosen study. There are two ways of
gathering the information one is primary and the other is secondary data collection
(Whitehead, and Whitehead, 2016). This is very important as through this the actually
required information can be obtained. The primary, as well as secondary data
collection method, is bee used here as in secondary the literature study is get done and
in primary, the questionnaire method will be conducted. The questions will be
prepared effectively and in a systematic manner so that the data can be attained
appropriately. The respondents that have been chosen for this study is 50 people who
will be selected randomly. There are several difficulties and limitations as well, the
cost and time are one of the major aspects which will be creating an issue to the study
to get attained in the proper and in a systematic manner (Boddy, 2016).
 Analysis tool- The data that has been obtained with the use of primary and secondary
sources, it is very necessary for the investigators to evaluate and analyse it effectively
so that it can be able presented to the respective people in an effective and in the
appropriate manner. The qualitative, as well as quantitative research/ data analysis
methods, are there but, in this study, the qualitative method will be used where the
themes will be formed and according to that the interpretation of the gathered
information the data will be done in the appropriate and in an effective manner
(Padgett, 2016).
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4. Timeline
1.5 Provide an appropriate plan and procedures for the agreed research specification
Action plan
Tasks Start date End date Duration
Selection/choosing the topic 1.4.2018 7.4.2018 1 week
Framing research aim and standards 8.4.2018 14.4.2018 1 week
Making the proposal 15.4.2018 28.4.2018 2 weeks
Carrying out the literature study 29.4.2018 12.5.2018 2 weeks
Performing questionnaire
investigation.
13.5.2018 2.6.2018 3 weeks
Interpretation of the information 3.6.2018 16.6.2018 2 weeks
Conclusion/recommendations 17.6.2018 23.6.2018 1 week
Submission 24.6.2018 30.6.2018 1 week
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Gantt chart
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References
1. Boddy, C.R., 2016. Sample size for qualitative research. Qualitative Market
Research: An International Journal, 19(4), pp.426-432.
2. Darban, A., and Li, W., 2012. The impact of online social networks on consumers’
purchasing decision. Jonkoping International Business School. pp. 1-7.
3. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh,
R., 2016. Social media marketing efforts of luxury brands: Influence on brand equity
and consumer behavior. Journal of business research, 69(12), pp.5833-5841.
4. Goh, K.Y., Heng, C.S. and Lin, Z., 2013. Social media brand community and
consumer behavior: Quantifying the relative impact of user-and marketer-generated
content. Information Systems Research, 24(1), pp.88-107.
5. Liwei Chen, L., 2014. The influence of social media on consumer behaviour. Aarhus
University. pp. 8-20.
6. Padgett, D.K., 2016. Qualitative methods in social work research (Vol. 36). Sage
Publications.
7. Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on
consumer perceptions of brands. Journal of Marketing Communications, 22(2),
pp.189-214.
8. Whitehead, D. and Whitehead, L., 2016. Sampling data and data collection in
qualitative research.
9. Zikmund, W.G., Babin, B.J., Carr, J.C. and Griffin, M., 2013. Business research
methods. Cengage Learning.
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