Analyzing Social Media Advertisement Impact on Consumer Behavior

This dissertation explores the ways to improve social media advertisement to enhance consumer behavior, focusing on platforms like Facebook, Instagram, and Twitter. It investigates the evolution and strengths of social media marketing, its impact on the London market, and its influence on consumer behavior, including decision-making, brand perceptions, and loyalty. The research examines the stages of consumer decision-making affected by social media advertising and the significance of these effects for marketers. The methodology includes research philosophies, approaches, strategies, and designs, along with data collection and analysis techniques, considering ethical aspects and limitations. The study aims to analyze the impact of social media on stakeholders, consumer behavior, and the retail industry, evaluating methods to improve social media effectiveness. The study aims to analyze the impact of social media marketing on consumer behavior and the retail industry, and how it can be used to gain a competitive advantage. The report's findings and recommendations aim to provide insights for businesses to optimize their social media strategies and enhance consumer engagement.

Ways to improve the Social
media advertisement to
enhance on consumer
behaviour

ABSTRACT
In the present dissertation, researcher has focused on identifying the ways to improve the
Social media advertisement to enhance on consumer and behaviour. Scholar have focus on the
different social media platforms such as Facebook, Instagram, Twitter etc. which helps the
organisation to serve the high level of and helps to influence the behaviour of the customers. In
addition to this, the major objective of this dissertation is to find the way how social media
marketing evolved and what are its strength? What use does it change in the current market
situation of London? With that the dissertation is going to cover the impact of social media on
consumer behaviou ? And if so, how important it this for marketers. It is also going to cover the
different aspects such as stages of consumer decision-making which can be influenced by social
media advertising and consumer perceptions and attachment with the brand; affecting the
consumer behaviour, , and loyalty.

TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................1
Background of the study.........................................................................................................1
Research aim..........................................................................................................................3
Research objective..................................................................................................................3
Research Question..................................................................................................................3
Rationale of the study.............................................................................................................4
Focus and Purpose..................................................................................................................4
Research Problem and Hypothesis.........................................................................................5
Significance of the research....................................................................................................5
Dissertation structure..............................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................9
Social media marketing evolved and what are its strength? What use does it change in the
current market situation of London?......................................................................................9
What are the stages of consumer decision-making which can be influenced by social media
advertising and how?............................................................................................................10
Consumer behaviour and be affected by the social media advertisement and if it has affected
than how it is significant for the marketer?..........................................................................11
Link of consumer behaviour, and consumer decision making with the social media
advertisement?......................................................................................................................14
Use of social media marketing as the tool to alter the consumer choices and preferences..15
CHAPTER 3: RESEARCH METHODOLOGY ..........................................................................20
Research Philosophies..........................................................................................................20
Research approach................................................................................................................22
Research strategy..................................................................................................................23
Research design....................................................................................................................23
Data collection......................................................................................................................24
Sampling...............................................................................................................................26
Data analysis.........................................................................................................................27
Ethical consideration............................................................................................................27

Research limitations.............................................................................................................28
CHAPTER 4: DATA ANALYSIS ...............................................................................................28
Data Analysis and Interpretations........................................................................................33
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................43
Conclusion............................................................................................................................43
Recommendation..................................................................................................................45
REFERENCES..............................................................................................................................48
Appendix........................................................................................................................................50
Questionnaire........................................................................................................................50

CHAPTER 1: INTRODUCTION
Background of the study
Social media advertisement is the internet based marketing, when the different
organisations are using the internet technologies to serve promotional advertisement to their
target market. It is the message and promotional advertisement which is delivered through
various channels such as search engine online advertisement, email, banner ads on websites and
mobile, affiliates advertisement and different social media platforms such as Facebook,
Instagram and Twitter, etc. It has been developed in between 1990's and 2000's and have
changed the process of using different technologies for marketing their brands and business. As
the digital advertisement has increased in the daily life and marketing plans, individuals have
been using digital platforms to buy the products and access to services instead of using the
physical shops. As compared to the physical marketing, digital advertisement is becoming more
efficient, effective and prevalent. There are several ways by which the organisation can use
digital advertisement that are search engine optimisation, content marketing, search engine
marketing, content automation, influencer, data-driven, e-commerce, campaign, email social
media marketing, display advertisement, etc. Nowadays, digital advertisement has extended and
company is using applications for promotion of services. It is the term which is first used in
1990's but it has roots from the mid of 1980's when the Channel Net and Soft Ad Group have
created marketing campaigns for the Auto-mobile organisation. In the year 2000, a survey was
made by UK where most of the retail companies have registered their own domain on internet
which state that it has rapidly increased digital marketing as well as being adopted by the
consumer. The term used for the digital advertisement are online, web and internet marketing.
By the year 2010, it has been estimated that digital advertisement has made 4.5 trillion ads and
there is increase in the digital marketing by 48%.
Consumer behaviour is the study of group, individual or organisation where all the
operation is associated with the buying, use and disposal of goods and services. It also includes
the consumer mental, behavioural and emotional responses which is to be followed by the
manufacturer and different organisation who is selling different products and services. It has
taken existence between the 1940's and 1950's as a subject in the marketing area. It is the inter-

disciplinary social science that consist of different elements that are Psychology, social
anthropology, behavioural economics and sociology. It is the estimation of consumer emotions,
preferences, attributes at the time of buying any products and services. It is very important for
the organisation to have deep knowledge and research on consumer behaviour in order to attract
and retain their target market. Social media marketing have sifted the paradigm of that how the
organisation market themselves and gain competitive advantages. Before purchasing the
products by the companies, they can see and analyse the reviews and comments, and this help
them to make decision that which brands they can choose to buy products and services. After the
introduction of digital marketing consumer are becoming more engaged and informed about the
different characteristics and features of the various products they buy. Social media marketing
not only help the consumer to make decision regarding purchase, it also creates the brand image
of the organisation. With the help of digital marketing, retail outlets can have direct contact with
the consumer or the end users. Consumer behaviour can be reflect with the help of their buying
preferences about the brand and different products and services from the retail stores.
The technology is advancing day by day, due to that there is rise in the internet and web,
the people are not interacting on the social media platforms and compare to the physical
communication. Digital world create more connection between the individuals, as people who
are living in several territories, does not communicate by physical form, they need to
communicate with the internet and web platforms such as Facebook, Twitter, Instagram, etc.
Different business have grab this opportunity and have started communicating with the customer
by digital or virtual based. This serve them effective connection and communication with the
large customers who cannot buy products and services from the physical store due to
inconvenience. Development of these technologies have shifter the consumer behaviour, nor
have companies to change the way of interaction and communication with the consumer. In
simple words it is said that the organisation have to shift towards the digital technology in order
to market and sell their products. Due to this there is change in the consumer decision making
process. The retail sector of the London have shown the increase in sales and productivity with
the help of enhancing their digital marketing. There are several digital platforms that are used by
the organisation such as email marketing, online advertisement, Affiliate marketing, SEO, PPC,

social media marketing. Email marketing is the communication of message with the help of
electronic mail to the selected audience. Online advertisement is the marketing of products and
services on the internet. Affiliate marketing is the selling of products with the affiliatemarketers
and acquire rewards for the referrals. Search engine marketing is related to the web searchers,
pay per click is the advertisement where the marketer have to pay for per click made by the
consumer. And social media marketing is the sharing and publication of content by the person on
different social platforms such as Blogs, videos and images.
Research aim
Aim of the study is to “To identity the ways to improve the Social media advertisement
to enhance on consumer behaviour : A case study on Tesco PLC”
Research objective
 To understand impact of Social media advertisement on stakeholder of organisation and
business
 To analyse impact of Social media marketing on consumer behaviour with that how it
can be used to gain competitive advantage
 To study about retail industry and use of Social media in promoting business.
 To analyse and evaluate different methods that can advance social media effectiveness in
order to attract consumer.
Research Question
 How has social media marketing evolved and what are its strength? What use does it
change in the current market situation of London?
 How social media can effect on consumer behaviour? And if so, how important it this for
marketers?
 What are the stages of consumer decision-making which can be influenced by social
media advertising and how?

 Can social media advertising be used for altering consumer perceptions and attachment
with the brand; affecting the consumer behaviour and loyalty?
Rationale of the study
In order to conduct the research, there are several reasons which affect in the mind of
researcher. In this way, the investigator creates curiosity and interest and this is one of the key
reason by which he has chosen the topic that is impact of digital advertisement on consumer
behaviour in the retail organisation as the dissertation topic. Scholar has good understanding and
knowledge related to the topic that is the key reason he or she has selected this topic for the
further research. With that he or she has relevant and significant information and data about the
topic and it is another reason why the researcher have selected this topic. With this he or she has
enough and detailed data about the subject which help him or her to conduct the successful
research.
As the Social media marketing have created great impact on the behaviour of consumer
which help them to make effective decision related to the purchase and making choice from the
different brand. In the today's era, people have started purchasing from online stores rather than
physical store. This impact have influenced the researcher to conduct research on this topic.
Focus and Purpose
In this present Dissertation, the main objective of the researcher is to analyse the effect of
Social media marketing on consumer behaviour in the retail industry. Researcher actually want
to know that how the different platforms of social media affect the consumer behaviour and
consumer decision making. The dissertation explain how social media marketing is significance
for the marketer in order to promote their brand with that attract and retain customers. Thus, it is
very important for the different organisation to implement different form of virtual marketing to
gain competitive advantage and influence consumer behaviour
Research Problem and Hypothesis
After the development of Information technology and digital technologies, it has
enhanced the communication level about the information to the target market and end users.
There are several medium by which the organisation can use the digital marketing such as social

media, digital advertisement, email, content marketing etc. These all activities are linked
together to promote the products and services of the company. As the Social media marketing
have enhanced, there is rise in the new medium of communication and digital advancements.
With addition to this the organisation which are using the traditional form of
advertisement such as public relationship, banners and billboards in order to promote their
content are also started using the innovative ways that is Social media marketing to promote
their brand. Some organisations are able to attach their consumer at lower extent and some are
doing at the greater extent in order to influence buying behaviour, utility and continuity.
In this research, investigator is going to analyse the different advantages of social media
marketing and how it can influence the consumer behaviour at the context of decision making.
The research also identify how the digital marketing affect the target market in UK. Does this
marketing techniques influence the market share or group in the London have been discussed as
the issue in this dissertation. This topic need deep research in order to make researcher more
clear and visible.
Significance of the research
This research is going to shed light on the several aspects of the marketing especially on
the social media marketing while promoting the brand or their products and services. Marketers
are taking promotion activities very seriously, if they launch any new product or if they are
making any changes to their existing products. These activities are done so that marketers can
influenced the decision of the consumer, who are taking less interest in the products and services
of the organisation and are not buying their products. Social media marketing have change the
perception of the people that is converting the desire of people into purchase decision. Social
media marketing provide information to the consumer to compare different brand and products
and services of different brands in order to make purchase decision. It has created very strong
effect on the marketing system of various organisation and that is the reason the marking
department have been giving more emphasis to it. For conducting the research on this topic, will
be more critically sound and clear for the marketers that social media marketing have affect the
many other factors also other than consumer behaviour such as consumer decision making,
customer loyalty, their taste and preferences etc.

There are several issues that are faced by the marketers related to the digital marketing
and how those implications and issues can be managed by the marketers in order to gain
competitive advantage. Marketer and consumer interaction have been changed significantly after
the involvement of social media networks. There is very large growth and development in the
web platforms which have changed the behaviour of consumer as well as their decision making
for purchasing the products and services of the different brands. With this evolution, consumer
wants that organisation should re-strategies their marketing operations with the help of social
media space. It is very significant for the marketer to understand the importance of social media
marketing and how it can change the behaviour of consumer. It helps to understand the rise of
social media platforms to the researcher and marketing department use different options in order
to market their brand, goods and services. This research project will help the researcher and
marketer to understand the application of content for social media marketing in order to engage
customer and influence their decision to purchase the product and services.
Dissertation structure
In this dissertation, it includes several chapters which assist the researcher to attain the
objective of this study. The chapter have been discussed are as follows:
Chapter 1: Introduction: In this chapter, there is brief introduction about social media
marketing and consumer behavioural, as well as it also includes the significance of social media
marketing to influence consumer behaviour and consumer decision making. With that in the
introduction chapter, aim, objective and research question have been prepared. Moreover, it
includes detail description about the whole dissertation, with that brief of research methodology,
data interpretation and analysis also been included in this chapter. This, it is said that
introduction chapter is very important for the dissertation which give brief outline that what is
included in the whole dissatisfaction
Chapter 2: Literature review: once the introduction part have been completed about the
dissertation, the next chapter will be literature review which is prepared by the investigator. It is
also very significant for the dissertation. It assists the researcher to acquire deep knowledge and
understanding about the topic of dissertation. The investigator have focus on the several themes
of the topic that is to identity the ways to improve the Social media advertisement to enhance on

consumer behaviour. The themes include consumer behavioural, consumer decision making,
customer loyalty and influence of social media marketing on these factors. These themes give
effective knowledge and understand about the subject of dissertation. It shows the influence of
social media marketing on the consumer behavioural model and consumer decision making.
Chapter 3: Research Methodology: Once the Literature review have been completed
by the researcher along with the different themes in order to gain effective background of the
knowledge, the next chapter is research methodology. It is one of the most significant chapter of
the dissertation which serve proper solution or outcome of the research. Research methodology
includes several methods that are research philosophy, approach, data collection, data analysis
and interpretation, sampling and research design. The key objective of writing the research
methodology to justify the techniques which have selected by the examiner in the different
heads.
Chapter 4: Data analysis and interpretation: Once the research methodology have
been effectively completed in this dissertation, then the investigator will analyse all the data
which have been collected on the primary or secondary basis. In this chapter, the researcher will
select the appropriate tool and techniques to interpret and analyse the data. In this chapter,
examiner will evaluate the information and data with the source of interview and survey. It is
very significant chapter in the whole dissertation, without data analysis and interpretation, the
researcher cannot draw conclusion out of the dissertation.
Chapter 5: Conclusion and Recommendation: once the information is collected and
analysed in order to draw out conclusion or to find the solution of the problem the organisation
are facing, the next and final chapter will be conclusion and recommendation which have been
made by the investigator. Thus, this chapter provides the final outcome or result of the study.
With that this chapter also includes the recommendation made by the examiner in order to fill
the loopholes which is suitable for the organisation.

CHAPTER 2: LITERATURE REVIEW
Social media marketing evolved and what are its strength? What use does it change in the
current market situation of London?
According to the view of Balladares and Kennett, (2017) social media marketing refers to
marketing of products and services using social media technologies such as internet, mobile
phones, display advertisement, email, social media, websites and other social media medium.
Social media marketing was developed since 1990 and 2000 has changed the method of doing
business. But the idea for social media marketing was developed in the mid of 1980's, when The
soft Ad group, now known as Channel net, developed advertising campaign for auto mobile
industries: when people had replied in cards found in magazines and received in return floppy
disks that contained multimedia content for promoting cars. Social media marketing has changed
the way organisation utilise the technology for the purpose of marketing of product and services.
Bruce and Rao, (2017) argues that Advancement of technology has not only changed the
way adopted by business entity to promote their product but it has also changed the method used
by consumer for buying goods and services. The social media marketing techniques has
provided the way to customer to easily search for product online and has provided consumer
opportunity to buy product online. The various other techniques such as search engine
optimization, social media optimisation, email marketing has provided the opportunities to
organisation to understand the consumer behaviour and provided the platform to industries to
examine the various factors that plays vital role in influencing buying decisions of consumer.
Social media marketing now has greater extend to non-internet channels that provide social
media platform includes Facebook, twitter and instagram. There are various strength of social
media marketing, that includes social media marketing extends the geographical reach of project.
Other than that, it eliminates travelling and other cost associated with marketing of products and
services. Social media marketing technique provide learning opportunities for both young and
for adult researchers. It also provides advantage to explore more sources for conducting research.
Social media marketing encourages children and young people to participate in research
activities.