Social Media Marketing Strategies and Consumer Buying Behaviour

This report explores the impact of social media marketing on consumer buying behavior, using The Body Shop as a case study. It begins by defining social media marketing and consumer buying behavior, then reviews existing literature on the subject. The research methodology includes a descriptive research design, an inductive approach, and a positivism philosophy, utilizing both primary (questionnaire survey) and secondary data collection methods. Data analysis will be performed using thematic analysis. Ethical considerations such as anonymity and voluntary participation are addressed. The potential outcomes include insights into customer buying preferences and the effectiveness of The Body Shop's social media marketing techniques. The report also includes a concept map, Gantt chart, and risk register to manage the research process, highlighting potential risks related to data quality, research design, project deadlines, and costs. Desklib provides access to similar solved assignments and study resources for students.

MARKETING, PLANNING
AND STRATGIES FOR
MARKETING
1

Table of Contents
INTRODUCTION...........................................................................................................................3
Aims and objectives:...................................................................................................................3
Literature review:........................................................................................................................4
Research methodology:...............................................................................................................4
Potential outcomes:......................................................................................................................4
Conceptual map...........................................................................................................................4
Gantt chart...................................................................................................................................4
Risk register.................................................................................................................................4
2

INTRODUCTION
Social media marketing refers to the techniques of marketing which uses social media
platforms for marketing various products and services. Social media marketing provides various
techniques to the companies through which they can engage their existing customers while
attracting new customers (Jacobson, Gruzd and Hernández-García, 2020). Consumers nowadays
look for the reviews of the products before buying it from various social media sites. This
influences their buying behaviours in a particular way.
The Body Shop is a British cosmetic, perfume and skin care company which was
founded by Anita Roddick in 1976. Currently the company is operating in all most all over the
globe through its multilevel marketing channels and direct sales. The research proposal will
discuss the concepts of social media marketing and consumer buying behaviours. The impact of
social media marketing used by The Body Shop on the consumer buying behaviours will also be
discussed.
Aims and objectives:
Aim: To analyse the impact of social media marketing on customer buying behaviour. A case
study on The Body Shop
Objectives:
 To study the concept of social media marketing and consumer buying behaviour
 To analyse the impact of social media marketing on customer buying behaviours
 To provide recommendations to The Body Shop for improving social media marketing
strategies that influence consumer buying behaviour
Literature review:
Social media marketing
Shareef and et.al. (2019), says that, social media marketing is a form of marketing which
uses internet for creating and sharing content on online social media platforms to attain
marketing goals. Social media marketing is done through performing activities such as posting
videos, images, graphics, text and other contents which drives audience engagement. They
further clarify that, there are a lot of companies engaging in the social media marketing. So the
companies need to engage their prospects and increase sales if they want to build their brands.
However, Chen and Lin (2019), suggested that many companies which are new or are
less known which have less knowledge, awareness or goodwill are suggested not to focus on
3

social media marketing. This is because according to the author, the social media is meant for
relaxed fashion. So the companies cannot forget their core reasons for business. According to
author, social media marketing revolves around engaging with the target audience and customers
about where they are and as they socially communicate with the brand.
Consumer buying behaviour
As per the views of Tuten (2020), consumer buying behaviour is a set of actions taken by
the buyers such as engaging in social media posts, consulting search engines etc. before actually
purchasing a particular product or service. This makes the importance to understand this
procedure much more, as it can help the companies to customize their marketing plans as
through which consumers have been influenced in the past.
But Wang and Kim (2017), criticized that the consumer buying behaviour is a complex
process which includes complex decisions made by the consumers. The process does not remain
same analyse because the perceptions and tastes of the consumers get influenced from time to
time. The author also suggested that actual purchase is just the one stage of the whole consumer
buying behaviour process and not all the decisions lead to a purchase.
Impact of social media marketing on customer buying behaviour
Bilgin (2018), conducted a study in which they found that, social media marketing have
created new avenues for most of the marketers and customers who are able to communicate, sell,
purchase and exchange their ideas of a range of services and products. It has become essential
for the companies to maintain a prominent presence on the social media platforms as the
consumers browse social media to research for products and its reviews before making an actual
buying decision.
On the contrary, Dangi, Gupta and Narula (2020), said that social media marketing has
positioned itself as an important communication tool. Social media gives the access to customers
for sharing their product reviews, advices, warnings, tips for using a certain product and to
provide information about a particular product. Generally, there are thousands of people using
social media platforms therefore, it makes the information consumption by thousands of them.
This information becomes a source through which consumers and buying behaviour is
influenced. Due to this m, any people now rely on social media for information and reviews as a
guide for planning their upcoming purchases.
4

According to Auf and et.al. (2018), through social media marketing consumer behaviour
can be easily influenced because the consumers are more likely to purchase when they get
recommendations and reviews from the people they trust. This is the major reason companies
use social media marketing and look for celebrity endorsements. Influencers and celebrities
inspire and aspire the audience on buy the products and services of a particular company and
vice-versa. These influencers provide their unfiltered feedbacks and reviews on the products
which consumers love the most. This can work wonders for a company or a brand for attracting
more consumers.
Dannels (2018), says that, social media marketing can be misleading for the consumers
as sometimes marketers mould the information in different ways and make fancy claims for their
products and services which might not even be true. Social media marketing attract the
customers through lies and fake claims. The can influence the behaviours of consumers as they
elicit reactions of consumers based upon imagery and word association related to the emotional
responses.
Research methodology
Research Design
A research design refers to the structure of research techniques and methods which are
chosen by a researcher. There are four types of research designs which can be chosen for
conducting research (Walseth, Engebretsen and Elvebakk, 2018). They include Descriptive,
Comparative, Experimental and correlational. For the current study on The Body Shop,
Descriptive research design will be used. This research design is justified because aim of
descriptive study is to describe a phenomenon, population or situation accurately and
systematically. Therefore, this research design will help the researcher in collecting the
information without changing or manipulating the environment.
Research Approach
A research approach refers to the process which involves steps of assumptions or details
by the researchers for data collection and interpretation (Kumar, 2017). There are two types of
research philosophies such as Inductive approach and deductive approach. In the present study,
inductive research approach will be used for the research. This research approach is justified as it
will generalize the population from specific to the general. Therefore, it will help the researcher
5

to explore the phenomenon of research, identify the patterns and formulate the conceptual
structure.
Research Philosophy
A research philosophy refers to the development of assumptions, nature and knowledge
of research. It is belief of the way in which information about a research phenomenon must e
gathered and used (Cazeaux, 2017). There are four types of research philosophies which include
Positivism, pragmatism, realism and interpretivism. In the current study, positivism research
philosophy will be used. This is justified because positivism philosophy focus on factual
information collected. Therefore, this philosophy will help the researcher in analysing data
which is verifiable collected in a value free manner.
Data collection:
Data collection refers to the procedure of collecting and measuring the knowledge an
information in an established system. There are two methods of data collection i.e. primary data
and secondary data. In the present research both types of data will be collected (Sree and Bhanu,
2020). In Primary data collection, questionnaire survey method will be used. Secondary data
collection data will be done from journals, books, organization's website, blogs, articles,
newspapers and publications etc. This is justified as the primary data will be collected by the
researcher himself which means data will be more reliable and authentic. Secondary data will be
used as it will be easy to access and affordable by the researcher. Therefore, both the methods
will help the researcher in gathering more factual and relevant data.
Sampling:
Sampling is a group of people, items and objects which are taken from a larger
population upon which the research is conducted. Sampling is of two types random sampling and
systematic sampling (Etikan and Bala, 2017). In the current research, random sampling
consisting of 30 customers will be conducted. This is justified because random sampling will
assist the researcher in analysing data with low margin of errors.
Data analysis:
Data analysis refers to the procedure of transforming and modelling the data for
discovering the useful information and knowledge from the gathered information for making
decision-making (Parmar and et.al., 2018). There are two methods of data analysis i.e.
qualitative data analysis and qualitative data analysis. In the current research, qualitative data
6

analysis will be done by using thematic technique. This is justified as it will assist the researcher
in focusing the themes of meaning within the data collected. Therefore, thematic data analysis
will assist the researcher in emphasizing and interpreting the rich description of data collected.
Ethical considerations
Ethical considerations refer to the considerations of ethics and issues related to ethics in
an organization (Arifin, 2018). There are many ethics which need to be considered while
conducting research. In the present research anonymity will be considered which means the
identity of the participants will not be disclosed in any circumstances. Voluntary participation
has been considered as a part of the research project which means the participants will not be
forced to participate in research. This is justified as it will promote the aim of research and
enhance trust among the researcher and respondents as well.
Potential outcomes
Through the research, the buying behaviour of customers of The body Shop will be
analysed. The research will allow the company to identify the buying preferences, patterns and
tastes of consumers in beauty industry. It will also allow the company to identify the impact of
its social media marketing techniques and campaigns and their impact on the customers. It will
allow the company to realize the gaps and any deviations and provide appropriate measure to fill
those gaps and deviations.
7

Concept map
8
Impact of social
media marketing at
the body shop on
consumer buying
behaviors
Consumer Buying
Behaviors
Social Media
Marketing
Evaluation of
Problem
Information
Impact of social
Users of social
Sales and social
Analysis
Measures
Post purchase
Purchase decision
 Heavy users.
 Brand advocates
 influencers
 Potential
customers
Different platforms of social
media
 I’m buying the product
 I’m not buying
 Seeking validation
 Seeking reassurance
Realizing need to
buy the product
Reviewing product
Seeking recommendations
comparing different products
Searching on social
media for products
which fulfill the need
high sales due to customer
engagement
Low customer engagement means
low sales
Consumer engagement
High sales
Brand recognition
Brand awareness
 Reviewing products
 Experience after consumption
 Decision to buy in future: yes
or No

Gantt chart:
Activities 1 2 3 4 5 6 7 8 9 10 11 12
Research topic
selection
Developing aim and
objectives of research
Analysing secondary
resources of research
Selecting research
methods
Primary data
collection
Analysing the data
collected
Risk registering
Risk register
Risk register is a document or tool which is used to track and monitor risks associated with the
research (Register, 2017). It helps the researcher to identify, log, monitor and track potential
risks in research. Risks can include security risks, legal risks, catastrophic events and supply
chain disruption. Risks involved in the current research includes potential risk of costs and time
management.
Risk description Likelihood Impact Mitigation
Quality of data Low High Quality of data will be ensured through
9

providing accurate evidences.
Research design Low High Research designs will be maintained
accurately.
Project deadlines Medium Medium Research will be done on time and
before the given deadlines.
Costs Medium Medium Costs will be analysed prior to the
research
Legal risks Low Low Legal risks will be mitigated through
maintaining proper ethics of the research
report.
10

REFERENCES:
Books and journals:
Arifin, S.R.M., 2018. Ethical considerations in qualitative study. International Journal of Care
Scholars. 1(2). pp.30-33.
Auf, M.A.A. and et.al., 2018. Consumer buying behaviour: The roles of price, motivation,
perceived culture importance, and religious orientation. Journal of Business and Retail
Management Research. 12(4).
Bilgin, Y., 2018. The effect of social media marketing activities on brand awareness, brand
image and brand loyalty. Business & Management Studies: An International Journal.
6(1). pp.128-148.
Cazeaux, C., 2017. Art, research, philosophy (p. 202). Taylor & Francis.
Chen, S.C. and Lin, C.P., 2019. Understanding the effect of social media marketing activities:
The mediation of social identification, perceived value, and satisfaction. Technological
Forecasting and Social Change. 140. pp.22-32.
Dangi, N., Gupta, S.K. and Narula, S.A., 2020. Consumer buying behaviour and purchase
intention of organic food: a conceptual framework. Management of Environmental
Quality: An International Journal.
Dannels, S.A., 2018. Research design. In The reviewer’s guide to quantitative methods in the
social sciences. (pp. 402-416). Routledge.
Etikan, I. and Bala, K., 2017. Sampling and sampling methods. Biometrics & Biostatistics
International Journal. 5(6). p.00149.
Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is
watching the watchers?. Journal of Retailing and Consumer Services. 53. p.101774.
Kumar, J.S., 2017. The psychology of colour influences consumers’ buying behaviour–a
diagnostic study. Ushus Journal of Business Management. 16(4). pp.1-13.
Parmar, C. and et.al., 2018. Data analysis strategies in medical imaging. Clinical cancer
research. 24(15). pp.3492-3499.
Register, S.R., 2017. Strategic Risk Register. Policy. 4(2). p.8.
Shareef, M.A. and et.al., 2019. Social media marketing: Comparative effect of advertisement
sources. Journal of Retailing and Consumer Services. 46, pp.58-69.
Sree, T.R. and Bhanu, S.M.S., 2020, September. Data Collection Techniques for Forensic
Investigation in Cloud. In Digital Forensic Science. IntechOpen.
Tuten, T.L., 2020. Social media marketing. Sage.
Walseth, K., Engebretsen, B. and Elvebakk, L., 2018. Meaningful experiences in PE for all
students: An activist research approach. Physical Education and Sport Pedagogy. 23(3).
pp.235-249.
Wang, Z. and Kim, H.G., 2017. Can social media marketing improve customer relationship
capabilities and firm performance? Dynamic capability perspective. Journal of
Interactive Marketing. 39. pp.15-26.
11