Investigating Social Media Marketing on Consumer Buying Behavior

This report investigates the influence of social media marketing on consumer buying behavior within the UK retail sector, with a specific focus on Morrisons. The study begins with a background on social media marketing's prevalence and its impact on businesses, particularly in the UK. It outlines the research questions, aiming to understand consumer behavior theories, social media marketing trends, and the relationship between marketing and purchasing decisions. The research methodology employs an interpretivism philosophy, utilizing qualitative methods to analyze consumer behavior. The report details the research design, including reliability, validity, and the selection of a probabilistic sampling method. Data collection methods, including both primary and secondary sources, are discussed, along with the data analysis techniques involving thematic and statistical analysis. Ethical considerations are addressed, ensuring data privacy and adherence to ethical standards. Finally, a timeline for the research activities is presented, alongside an introduction to the literature review, which provides an overview of existing research on social media marketing and its effects on consumer behavior.

ADVICE ON RM
PROJECT

Table of Contents
Background of the study..............................................................................................................3
Research aim and objectives .......................................................................................................3
Research questions.......................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................4
.........................................................................................................................................................7
LITERATURE REVIEW...............................................................................................................8
REFERENCES..............................................................................................................................12

Topic: To investigate the influence of social media marketing on consumer buying behaviour
in the context of UK retail sector: A study on Morrison’s.
Background of the study
Social Media Marketing is the most widely used promotion strategy used by business
organizations nowadays. Companies promote their products & services through components of
social media marketing tools such as Instagram, Twitter and Facebook. Most of the individuals
are actively using social media as it is the most effective marketing tool for companies and it
helps them in increasing their customer base and market share.
Further, with the increase in social media marketing employment opportunity in United
Kingdom also gets maximised and it further contribute towards economic growth of UK.
Moreover, many business organisations are proving detailed information by posting images of
products on social media sites which in turn enhances brand image of companies and that attract
customers & they make purchase decisions. This marketing strategy also require less investment
which in turn reduces cost of products and with that business organisations are able to offer
products at an affordable rate that also effects demand of customers. Morrisons is a retailer offers
its services through Super Market & Hyper Markets and it is a UK based company.
In this research report a study on buying behaviour of customers will be studied with the
emergence of social media. Further, different types of methods of data collection and data
analysis will be used in this research project to collect information related to change in customer
base & profits of business firm due to introduction of Online Marketing. Furthermore, impact of
social media marketing on customers’ decision making process will be analysed. This research
report also helps managers in formulating different marketing strategies according to the demand
and taste of customers. This research is important as with Morrisons is able to manufacture &
sales its products and services as per the demand & preference of customers which in turn
maximises customer base of company.
Research questions
 What are the theories and models related to consumer buying behaviour?
 What are the trends of social media marketing in UK retail sector?
 What are the relationship between social media marketing and buying behaviour of
Morrison’s customers?

 What are the recommendations for effective social media marketing strategies to
Morrison’s customer that positively contribute in buying behaviour of customers?
Research aim and objectives
Aim: The main aim behind conducting present study is to assess the impact of social media
marketing on buying behaviour of Morrison’s customers.
Considering above aim following objectives have been drafted with regards to current study:
 To evaluate theories and models related to consumer buying behaviour.
 To assess trend of social media marketing in UK retail sector.
 To assess relationship between social media marketing and buying behaviour of
Morrison’s customers.
 To recommend effective social media marketing strategies to Morrison’s that positively
contribute in buying behavior of their customers.
RESEARCH METHODOLOGY
Research Methodology includes different types of methods used in a research project
which helps researcher in collecting and analysing information related to topic of research.
Research Philosophy
Philosophy refers is belief which describes manner in which data relating to research has
been collected, analysed and used. For completing this research study, Interpretivism
philosophy has been used by the researcher. This philosophy relates with all the values, ideas and
thoughts which has been used for making different interpretation along with ethical aspects. This
philosophy is best suited for the topic selected as it can better provide information about social
media marketing and its impact on Morrisons business.
Research Method
According to (Mackey and Gass, 2015), Two types of research methods are being used
in research identifying types of gathered information which are Qualitative and Quantitative
Method. Qualitative Method includes data which are not numerical and it contains all the
theoretical information related to the current topic. On the other hand, Quantitative Method is
used when there is a requirement of numerical data.
In this research report analyst will use Qualitative Method as a study will be carried out
on customers buying behaviour. Further, this method is more effective for analysing and
collecting theoretical information.

Research Design
As per the view of (Flick, 2015), Research Design is an approach used by scholar to
formulate a structured framework according to which research is started by a scholar. Research
design helps analyst in conducting a research in a most effective & efficient manner.
Experimental & Descriptive Research design are used for conducting research. In experimental
research design relationship among different variables used in a research are studies with a
purpose arriving at an outcome. On the other hand, characteristics and behaviour of individuals
& respondents are studied.
Experimental research design has been used in this research report by researcher
according to which researcher will study different types of variables such as customers behaviour
will be studied.
Reliability & Validity
A research is reliable when same answer is given by more than one participates after
using same method. If result obtained in a research is reliable than all other analyst is also liable
to obtain same answers asked during a research. Further, validity is required in research
methodology to check at what extent a analyst is adapting scientific & statistical methods. If
more numbers of scientific methods are used in a research than that research will show more
validity.
Thus, it is necessary for a researcher to adapt & check reliability & validity of a research
project. In this research report scholar has checked reliability of answers as answers will be
asked from customers only. Selection of Sample size will provide reliability in this report.
Moreover, researcher has adapt more number of scientific methods in this study which in turn
provide validity of research report. In this research report Time Scale, Sample Methods and
Different types of methodologies will be followed by analyst.
Subjectivity is an issue faced by analyst in this research report if there are subjectivity
issues in a research methods than that will in turn reduces relatability. Further, different scientific
methods gives different results which will effect validity of Research Project. Issue face in
Generalisability will occur if researcher select a sample size from different sources.

DATA ANALYSIS
Sampling
Probabilistic & Non Probabilistic are two ways according which a sample size is selected
by scholar. A random sample size is selected from a big population in Probabilistic Method.
Further, in this method probability of selecting a candidate is always their and this sample size
will represent whole population. Whereas, In Non- Probabilistic there is no probability of
selection of all individuals equally. This method does not consider random sampling.
In present research project researcher will use Probabilistic Sampling Method in which a
sample size will be selected from the 50 customers of Mores-sons with the purpose of gathering
information and evaluating & analysing data to find out result of research report.
Data Collection
There are two methods of Data Collection such as Primary and Secondary Data
Collection Method. In Primary Method data is collected at 1st time by conducting survey and
developing questionnaire. Further, that survey is taken form the group of respondents selected by
scholar in sampling. Thus, this method is time consuming & costly. Whereas, in secondary
method information related to research topic are abstracted through various sources where data is
already gathered. This sources are literatures, data collected by government agencies and
research done by other researchers.
Both Secondary and Primary data collection methods will be used by researcher in this
process.
Data Analysis
A method through which a business firm can analyse information collected from different
sources such as primary and secondary to find out results from a research report. Thus, this is a
most essential approach used in research methodology.
Quantitative & Qualitative are two types of data analysis. In Qualitative Method data is
evaluated by using different theories and only theoretical information is being in interpreted in
this method. Data related to themes and patterns are analysed in this method. Data is analysed
through graphs and tables in this method of data analysing. On the other hand, information which
are containing numerical data are analysed in this approach by using spread sheet, excel and
SPSS. Further, information is analysed by using statistical data such as mean, median & mode in
Quantitative Method. In this method data are selected through sample and then analysed by using

statistical methods such as correlation, regression and standard deviation. Tables, graphs and pie-
charts are used in presenting quantitative data so that researcher can easily analyse information.
In this research project thematic analysis has been used by scholar in Qualitative Method
and SPSS will be used by adapting Quantitative Method of Data Analysis (Fletcher, 2017).
Ethical Consideration
For conducting of this research project all the ethical norms and standards has been
complied with. Data has been gathered from customers of Morrisons after filling of Consent
form from them willingly. No customer has been threatened for giving detail. Also, data gathered
from different websites and sources are used for research after totally rephrasing it and changing
it. No data has been copied as it and proper referencing has been cited along with information for
further use by other researcher and scholars. Also, proper permission and access has been taken
from the websites and owner of particular web addresses for taking data from their.
Further, assurance has been given to respondent related to privacy protection as no
personal information related to participants are disclosed to any external party. Moreover,
financial assistance is also provided to participants if any types of cost is incurred during
collection of data by them (Bresler and Stake, 2017).
Timeline
Activities Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10
Selection of
topic
Designing of
aims and
objectives
Conducting
of Literature
Review
Selecting
Research
Method

Collection
of Data
Data
Analysis
Discussion
Conclusion
and
Recommend
ation
Modification
Final
Submission
With the help of timeline, researcher can assess the time period in which the study related
to the research will be completed. It will also help the researcher in determining the manner and
mechanisms by which the goal or objectives related to completion of research study can be
made. With this plan of research activities, researcher can makes efforts to complete its study
properly and in effective manner. This Timeline helps other researcher as well as scholars in
determining the time period in which the research project will be completed or the minimum
time in which research study will be completed successful and properly.

LITERATURE REVIEW
INTRODUCTION
The literature review under a research project is related with the presenting various view
over the research topic of analysing the effect of social media marketing on the buying behaviour
of the consumer in the retail sector of UK. The LR presents the views and opinion presented by
different researcher, authors, scholar under various articles, journal and books contain their
perception over the social media marketing and their impact on buying behaviour of the
consumers. The literature review is all about presenting a overview over the impact that social
media marketing have on consumers buying behaviour and how they it influence the purchasing
habits of the consumers and drive their intentions of shopping the products and avail services
that see on the social media platforms. The review presents that fact that the world of social
media continues to adapt and evolve, so do the way that consumers interact with brands online.
Because of the way social media has changed this form of consumer behaviour, an inferior
position or altogether absence on social media could be detrimental to the success of any brand.
Theme 1: Assisting the theories and model of consumer buying behaviour
According to Nguyen and et.al., (2017)the consumers buying behaviour is one of the
most important task, to be determined by the business organisations of all the industry operating
for trade and commerce in order to sale their products offered to consumers. The model of
consumer behaviours comprise of two different approaches which are traditional and modern
approach which let the company in setting and planning the marketing strategies and actions.
The traditional approach is related with the value of money which is most important for the
consumers; under this model approach the customer requires maximum utility for their money.
The modern model approach of consumer behaviour explains the fact that a customer cannot be
rational every time they shop. Their purchasing gets influence by the factor or their needs and
retirement of a particular item at a given time. That need direct the motive of purchasing and a
consumer end up in making a decision over purchasing a specific product at a specific time. The
consumer of Morrison can be judges over their buying behaviours through the modern approach
model of determining the consumer buying behaviour.
On the other hand (Grunert and et.al., (2018) stated that there are different theories
related with determining of choice and preference of consumer. There are various including
theory of indifference, theory of revealed preference and game theory. The first theory defines

that consumers has income and they know about the product, price and they chose the
combination of different products and commodities with maximum efficiency. Second theory
customer have a set scale of preference and they rank the goods in the order of their prices or
price preference scale and then make a choice over buying a product. The third theory states that
the consumers are consistent and they compare and looks for the most favourable combination
from the given set of choices offered to them for a same or similar goods. For understanding the
buying behaviour of consumer of Morison all of the these can be used to understand their needs
and demand at how their purchasing pattern change over time and with changes in the situation.
Conversely, East and et.al., (2016) have an opinion that to understand the consumer
behaviour there are different set of theories which includes the experimental theory the theory of
clinical psychology, Gestalt psychology and social psychology. All this theories revolve around
the common features of decision making process of costumers which is based on their psyche of
consumers which their internal characteristic. Along with this the factors which define the
consumer behaviours are the genetic, environment, human activities, mental state and personal
characteristics of a customer. The behaviour differs from person to person and similar the
customer and their buying habit changes with change in factors and thinking. Consumer buying
behaviour for Morrison can be identifies with application of all these theories and to determine
the major and most influential factors effecting their decision and purchasing habits.
Theme 2: To analyse the current trends of digital marketing in the retail sector.
As per the view of (Hampson and McGoldrick, (2017) the with the beginning of the 20th
century retail sector of UK have become one of those sectors which have experienced mar shifts
regarding the marketing of their goods and commodities. With time the preferences of the
consumers have changed with a faster pace and the retailer who do not match with that speed are
under a risk of falling behind the competition. The current trends in the retail sector of UK are
outlined as personalisation, multi channel commerce, customization, social media marketing,
artificial intelligence and the social currency. The personalisation are defined. UK is one fog the
leading counties with laboratories for exploring the future digital marketing. The digital
marketing have consistently accounted for largest share in any market. In the present time
scope of digital marketing is wide and this assist in spreading the massages over the product
its availability to the consumer.

However, (Ramanathan and et.al., (2017) stated that the online retailing have seen a
boom in past decade and the preference of consumer have increased in shopping only rather then
going to the physical shops. The online shopping have increased through the use of different
digital channels, the consumer make purchase by use of different digital platforms and the
retailers provides them online ways to buy the goods and services to expand the area of
operations and to give consumers personalised and customized services.
On the other hand, Ramanathan, Subramanian and Parrott, (2017) have a perception that
with digitization retailers get to know attitude and behaviours of consumer more significantly
and then take actions and makes plans accordingly. In the retail sector the most influential
change made through digitisation is the online scooping by the consumers. They see what they
want to purchase, explore the available option and then compare all the options before making a
buying decision. The online shopping decision are after effects of the online advertisements and
marketing by the retailers over different platforms of digital marketing. The online retail sales
have grown by 15.8% in 2017 which is represent the acceleration by digital marketing only.
Conversely, Nash, (2019) stated that in online retailing the growth at present is
continuously unabated. It is still a comparatively young channel, which accounts for a sixth of
all retail sales in the UK, with much possibility to grow mostly in some groups, specifically
grocery. Awareness of the growth in retail and the impact of this on the high street is regularly
growing equally, but this is a channel which fundamentally is well-matched to modern lifestyle
of consumer, one of them is that trading on accessibility of all. Retailers and brands are looking
for prospects outside of marketplaces and walled gardens.
Theme 3: To determine the relationship between marketing and buying habits of
consumers.
As per the views of Ekinci, Calderon and Siala, (2016) the buying behaviour of consumer
is driven by the per capita income of a person and their buying power. Before customers were
attracted towards the advertisements placed on television as there were limited platforms of
marketing. With the enhances use of digital marketing for promotions of goods and services
offered by retailers a significant change in the buying power of consumers is seen. Those
consumers whose wished were not driven by advertisement then, have now changed and they
want to buy the products they see online or on other platforms of digital marketing.

However it is critiqued by Javornik, (2016) that the purchasing habits and wants of
consumers are mostly driven by what they see in the different forms of advertisements and
promotional channels. With time this factor have become more prominent and also the product
is offered to consumer in more lucrative meaner then before through use of digital marketing
platforms. This channels and online platforms have changes the pattern of purchasing of the
comers and enhanced their buying habits with presenting a product of services which is more
desirable to them in different ways and the use of digital marketing have made it more prominent
and promising.
On the other hand, Chaffey and Ellis-Chadwick, (2019) stated that with or with digital
marketing there is not effect on the buying behaviours of the consumers. The purchasing
behaviour of consumer is driven by the needs and requirements of customers. As for purchasing
the basic necessity products for daily use in the life do not require to see any promotional video
to make them buy that product. Rather the consumer will buy it as when they fell there is
requirement to make a purchase of specific products, good or service. This means the desire of a
consumer for shopping is not purely related with the marketing and promotions of product
solely.
However Nguyen, Jamal, O’Brien and Nawaz, (2017) stated that though marketing is not
a sole agent which drives the wish of consumer to make a purchase but the fact of major
influence of decision making process cannot be denied. The decision of the consumers change
over time when they see an advertisement or any other promotion regarding a product or
services. The influences is that, with time consumer built a wish to buy such product or services
or they are provided with a better option or substitute for the goods or services they were
planning to purchase. This facts is too true to be deny that the marketing and buying behaviours
of consumers are not related instead are too much integrated that its existences is founds
everywhere in each industry for every product and services.
Theme 4:To determine how the buying behaviours of consumer gets affected through social
media marketing.
As per the view Jones and Livingstone, (2015) of social media is one of those platform
which is most used by every generation as well as its used by companies as well to offer their
products and services to consumers in more effective and attractive manner. These days
companies are using the social media Platform to advertise and promote their goods and services