Analyzing Social Media Marketing's Impact on Consumer Buying Behavior

This dissertation investigates the impact of social media marketing on consumer buying behavior within the UK fashion sector, using Next Plc as a case study. The study explores the conceptual framework of social media marketing, its significance, and its influence on consumer purchasing decisions. It examines the research problem, rationale, and scope, including research aims, objectives, and questions. The methodology includes literature review, research methodology, data analysis using SPSS, and a questionnaire. The dissertation analyzes the challenges faced by Next Plc related to social media and online advertising, providing recommendations for improvement. The findings reveal insights into consumer buying intentions, the effectiveness of online advertisements, and the need for optimized social media strategies. This research contributes to understanding the role of social media in the fashion industry and provides actionable recommendations for businesses like Next Plc.

Dissertation
(To analyze the impact of social media
marketing on consumer buying behavior
within UK fashion sector: A study on Next Plc)

1 Abstract
The present study attempts to assess to determine the impact of social media marketing
over the buying behaviour of customers within UK fashion sector. Therefore, the scope of the
project is wide as it helps the enhancing the acknowledgement of individual in relation to the
area of social media marketing and its significance for the business. Social Media Marketing is
defined as an imperative aspect and it is among the most flourishing technique in the tract of
each sort of advertising. However, it is known that different tools and techniques of marketing
can be formulated a range of selling articles contributing to the potential objective and aim of
every business. Here are different online techniques which are developing on a continuous basis
to attain new buyers. As per the modern marketing investigation, the social media is widely
interested in individual's lives and in making them more dependent. However, in the recent era
the involvement of individual in social media is high, and the marketing components are
astounding with millions of buyers. In this present analysis Next Plc is the chosen organisation,
which is a large multinational clothing company which has its operations at wider level and has
its major concern over developing performance via implementing social media tools. Literature
review is imperative in enhancing understanding via accumulation of information through
secondary sources i.e. books, journals articles and so on.
The investigation tool which has been implemented for aiding the project encompasses
on quantitative tools, thus in respect to undertaking the project, information has been
accumulated through both primary and secondary sources. For considering the analysis section,
data has been gathered through primary research and in this SPSS software has been
implemented through the investigator this it is effective in providing descriptive analysis over the
issue. Evaluation that has been considered for accomplishing the objectives of this investigation
were frequency distribution, descriptive statistics, Mean, mode, and median.
The considered project analysed that the buying intention of customers are recognised to
be the high within respect to social media marketing acknowledged by the buyers, but it also
determined that there is few groups in which people are not in much concern with the same.
From the evaluation of the study it has also been determined that buyers have been undergoing
online advertisement through applying social media marketing and this defined that
organisations needs to appreciate suitable adverting through implementing suitable social media
tools.

Table of Contents
1 Abstract ........................................................................................................................................2
2 Title of the Research ....................................................................................................................4
3 Introduction ..................................................................................................................................4
4 Literature Review .........................................................................................................................8
5 Research Methodology ..............................................................................................................12
6 Data Analysis .............................................................................................................................16
7 Conclusion..................................................................................................................................28
8 Recommendations ......................................................................................................................29
9 Recommendations ......................................................................................................................30
10 Appendix ..................................................................................................................................32
Questionnaire............................................................................................................................32

2 Title of the Research
To analyse the impact of social media marketing on consumer buying behaviour within
UK fashion sector: A study on Next Plc.
3 Introduction
Over of the Research
The consumers of internet in the recent era are increasingly dispersed in all over the
globe and have taken a development in many of the sectors. Therefore, the digital media had
rendered an advance mode of communication to assist the buyers in different organisational
region. Social media is defined as the online communications medium which is significantly
dedicated to community-based stimulation, interaction, and content-sharing (Arriaga, Domingo
and Silvente, 2017). Facebook, Google plus, Twitter, Linkedin, Wikipedia, Pinterest etc. are
some of the widely applied social media tools which are effectively implemented by the
enterprises to promote brands, market products and link to current customers and foster new
business effectively. In this present study the analysis encompasses over the Next Plc, thus it is a
large British multinational clothing, footwear and home products retailer. The headquarter of the
firm is in Enderby, Leicestershire, England United Kingdom and the company was established in
the year of 1864 by the involving the potential strength of Josepth Hepworth. The company is
mainly operated through its stores and widely concern over enhancing the online presence via
implementing social media as the key source to influence the intention of buyers to buying the
company’s products and services (Fernie and Sparks, 2018).
Research Problem
The present project is based on the aspect of analysing the impact of social media
marketing on consumer buying behaviour within UK fashion sector. Therefore, the problem is
encompasses over the aspect of social media marketing and how it influences the decision of
buyers in relation to buying products from fashion industry of UK. Social media is a major
concern of business and widely implemented to enhance business operations.
Rationale and scope of the Research
An investigation is mainly being carried out to investigate the problem with the intention
to addressing the specific and come up with new and effective solutions. The potential issue
being found was to examine the potential impact of social media marketing over the consumers
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buying intention within UK fashion industry. Therefore, it is very imperative area to be
considered as being a multinational corporation Next Plc failed to encourage itself in the manner
of influencing the buying intention of buyers (Piercy, 2016). The primary intention of
implementing this study is that social media marketing is a wider area to be studied and also
need suitable recognition for the individuals who are seeking for personal and professional
development within the same field. This specific investigation has been conducted with the
primary purpose to learn more in relation to the influence of the social media and online tools on
the consumer behaviours (Aghajani, Shayanfar and Shayeghi, 2017). Therefore, the research
would be concerned with the aspects in regards to the functionalities of the Next Plc. Another
intention of this existing analysis is based on the personal interest of the researcher as the
investigator wants to explore own recognition in relation to the specific area and attain growth in
personal and future consideration (Stevenson and Cole, 2018).
Research Aim
To analyse the impact of social media marketing on consumer buying behaviour within
UK fashion sector: A study on Next Plc.
Research Objectives
● To understand the conceptual framework of social media marketing in the context of UK
Fashion Sector.
● To articulate the potential significance of social media marketing within UK fashion
sector.
● To critically investigate the influence of social media marketing over the buying
behaviour of customers within Next Plc.
● To recognise the issues that are faced by Next Plc related to the improper social media
and online advertisement marketing strategies.● To recommend solutions in order to tackle the challenges faced by Next Plc.
Research Questions
● What is the conceptual framework of social media marketing in the context of UK
Fashion Sector?
● What is the potential significance of social media marketing within UK fashion sector?
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● What is the influence of social media marketing over the buying behaviour of customers
within Next Plc?
● What key issues are faced by Next Plc with regards to social media and online
advertisement marketing strategies?● What are the possible solutions for Next Plc in order to overcome the identified issues
that are connected to Social media marketing?
Chapter Structure
This is the most important part of an investigation as it is required for the investigator to
build an effective structure to conduct an investigation in systematic manner. While executing an
analysis the researcher had segmented the whole project in different sections and each carries
their own significance in the completion of the project. The suitable structure for executing the
analysis based on the area of analysing the impact of social media marketing on consumer
buying behaviour within UK fashion sector, is determined as under:
Introduction: This is the foremost important aspect of an investigation as it is imperative in
providing overview of the entire study and depicting the aim, objectives and questions of the
research. This section also covers the rationale scope and discuss about the investigation issue as
well.
Literature Review: This is the another important section of investigation which the researcher
has undergone via the past investigations that have been carried out by the renowned
investigators in relation to the similar research area. This section of investigation would cover
the basic concepts and understanding in relation to the aspect of social media marketing and how
it influences the buying intention of the customers.
Research Methodology: This section of investigation mainly discuss about the process and
procedure which are needs to be carried out to aid the project in right manner. This section of
research would cover the aspects of research philosophy, approach, design, data collection tools,
sampling, limitations and validity or reliability.
Data Analysis: This is the important part which helps the investigator in generating key
outcome. In this area of research, analyst evaluates or analyse the gathered information with the
help of primary aspects and making use of questionnaire technique. Therefore, the finding are
incorporates over SPSS tools and the representation is based over graphs and charts.
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Conclusion and Recommendation: This aspect is imperative in rendering with the accurate
solutions of the objectives related to the analysis which have been developed at the initiate stage
of the research. it would also render with the appropriate suggestions via considering the future
development of the investigation with regards to the preoccupied topic and would aid the
investigator reach to the final result.
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4 Literature Review
Conceptual framework of social media marketing in the context of UK Fashion Sector.
According to opinion of Kristen Baker (2020) Social media marketing is use of the social
media platforms to connect with audience to develop brand, enhance sales and also drive the
website traffic. The consumers are interacting already with the brand by using social media such
as Twitter, Instagram, Facebook and others. Marketing on the social media can bring the
remarkable success to business, develop devoted advocates of brand and driving sales
(Schivinski and Dabrowski, 2016). This is form of the internet marketing that consists
developing as well as sharing content on the network of social media to attaining marketing
objectives. This mainly consists activities such as image update and posting texts, videos and
some other content which engage audience and paid social media marketing. Other than this,
social media marketing is use of the social media platforms to connect with audience to develop
brand, drive the website traffic and enhance sales (Lewandowski, 2016). It consists publishing
the better content on social media profiles, listening and engaging followers and running the
social media advertisement. In this, businesses are mainly sharing content on social media in
order to generate traffic to websites and sales also. With the help of using social media
marketing, company can promote its products and services through different social media tools
such as Facebook, Instagram and Twitter. Fashion industry of UK is worth £26 billion &
800,000 job to economy that making this biggest creative sector. In fashion sector, social media
enabled average customers and the people to have interaction with the fashion designers and also
high end clothing, accessory firms and shoes (Gautam and Sharma, 2017). Use of the social
media marketing is mainly for promote the fashion brands and labels were able to connect as
well as develop strong relationship with consumers at push of button. Social media is one of the
most powerful opportunity in order to reach at wider audience. Social media channels are
resulted in measurable, specific and also targetable to other people who are reporting on the
fashion news, announcement regarding new fashion lines, promotions, providing the better
customer service to consumers and updated of company (Keegan and Rowley, 2017).
Significance of social media marketing within UK fashion sector
As per opinion of Marta (2020) social media platforms have become cornerstone of
marketing strategy of fashion house. Role of the social media in fashion sector has become
stronger. This will be beneficial for business to harness power of various platforms to stay
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competitive as well as successful financially. The social media marketing will help in reinforce
brand messaging and expand reach of social media posts and enhance sales. It is natural
environment for the fashion brand as this has the visual platforms (Helal, Ozuem and Lancaster,
2018). In regards to this, social media has enabled the customers to feel connected to fashion
firms. This has proven to provide exposure to the individual brands. Social media marketing is
helpful in providing better customer service as it is the main aim of all the fashion business
owners. With the help of using social media platforms, marketing professional are mainly
allowed to see and also analyse requirements of potential consumers, and also learn regarding
their dislikes and likes (Keegan and Rowley, 2017). Better customer service means loyal and
happy customers that aids company to reach at brand and the large number of consumers. On the
other hand, fashion organisations which limit digital presence to websites are doing disservice.
By the paid aids, engaging the content, partnership with the influencers and the businesses can
each at wider audience to enhance sales and growth rate of company. On the social media, there
are so many people active and this is an opportunity to take the benefit of social media role in
fashion sector to drive traffic to brand (Iankova and et. al., 2019).
Influence of social media marketing over the buying behaviour of customers within Next Plc.
Gulzar Asma and Maqbool Misbah (2018) stated that Impact of social media in fashion
sector has result in closing gap among brand and consumers. Businesses which use social media
to full benefit for engage with consumers through responding to the comments on the posts,
reposting photos and host give away that consumers post. The consumers which are mainly
influenced through social media are 4 times likely to be spend on purchased (Choshin and
Ghaffari, 2017). Impact can be high that 29% customers are likely to make buy on same day of
using the social media. Social media marketing is powerful mode for the organisations which
seeking to reach out to the customers. On the other hand, consumers buying behaviour is
explained as actions which taken through customers before purchasing service or product. It may
consist consulting the search engines, posts on social media and different other actions. It is
study of the people and company and how they choose and select services and products. This is
mainly related with the motivations, behaviour and psychology (Kumar, Choi and Greene,
2017). Enhancing traffic into website of retailers can result in the advantages for company in
context of profit margin and revenue for Next plc. It can lead to improvement in overall brand
quality and many result in opportunities for Next plc to enhance product costs. The main focus of
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Next plc is to improving innovation and also adopting initiative that goals is to enhance website
traffic. In this present time, there are large number of people existing on social media and the
customers are mainly looking for the recommendations and reviews (Thompson and McLarney,
2017). This is necessary to have the online presence on different platforms of social media. In the
marketing, latest trend is introduction of social media. This has power to impact potential
consumers from begin until purchasing stage and also beyond as well.
As contrary to it Lativate Canada (20250) Social media marketing develops the negative
impact on purchasing behaviour of customers. Poorly executed branding campaign can be
destroy reputation or goodwill in minutes. Company can end up losing the potential consumers
or clients. Other than this, negative comments of customers develop the negative impact on the
purchasing of the other customers.
Issues are faced by Next Plc with regards to social media and online advertisement marketing
strategies
According to opinion of Miranda Brookins (2020) Next plc faces the several issues
regarding social media and online advertisement. This develops negative impact on the mind set
of people and reputation of firm. Some issues are given below related to social media and online
advertisement marketing strategies:
Security concerns- The social media sites pose equal threat to personal information
security and related data. In context to this, hacking websites is common feature as there is
imminent threat to social media audience. It turns main key challenge that posed through social
media (Silva, Khan and Han, 2018).
Terms of agreements- Many of social media sites permit audience to develop account
and after accepting agreements terms. It can be interpreted in many different ways. They mainly
pose threat and many of social networking websites get agreement accepted through users that
information can mainly use through social media owners. This caused privacy invasion and this
is main challenge that posed through social media.
Technical viewing issues- Lags in websites, browser complications and website
downtime that minimize number of the times customers see the online advertisement. When
there is any technical issue occur then firms loose opportunity about broadcast the advertisement
for services and products. Viewing issues can be occur of problems with website has slow
connection speed for the proper viewing (Avancini and et. al., 2019).
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Customers Ignore Ads- In this, consumers are used to seeing the advertisement on
television, flipping and hearing the radio commercials by providing advertisement in the
magazines which they have developed aversion to all advertising forms. In case of the
advertisings, where customers can neglect to clicking the banner advertisements.
Solutions for Next Plc in order to overcome the identified issues that are connected to Social
media marketing
As per viewpoint of Sophie Porter (2019) Social media marketing is big commitment and
it is necessary for Next plc to engage regularly to see advantages and various platforms have
different frequency. It is the responsibility to Next plc company to find out the effective ways to
overcome from identified issues which are related to the social media marketing. Company
should focus on making the security of websites better so that the data and information of
respondents can be secure and they can make the search without facing any fear. On the other
hand, company should give the options to customers to check the products and services without
login. Company can interact with the customers from asking the question. Next plc should ask
from the followers to leave comment or use in- built feature that platform give. In order to attract
the customers towards ads, company should give the attractive advertisement and also ads with
social messages so that the people can be attracted. There is a need to company to creating the
better content consistently and this remains at high standard and also continue to engage time
after the time. Sometimes, this is complex to create the better content all time. There is a way to
assure that they are creating the better content to be monitor competitors and also run the
integrated marketing campaigns.
From the above information in literature review, it has been seen that there is no
sufficient imperative information available for the solutions required for evading the challenges
faced due to social media marketing. This gap of literature is indented to be addressed in this
investigation.
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5 Research Methodology
Research methodology is defined as the procedure which is implemented through the
investigator to gather information for the potential intention of executing the research in the
direction to attaining objectives (Armstrong and et. al., 2018). In the context of this present
investigation based on determining the impact of social media marketing over influencing the
consumer buying behaviour, suitable selection of methodologies are imperative to address the
issue effectively. This section of exploration, mainly encompasses over assorted applications i.e.
investigation type, approach, philosophy, data collection tools, sampling, validity, reliability and
so on. The suitable objectives and questions of this analysis are defined as under on which
investigation is carried out:
Research Objectives
● To understand the conceptual framework of social media marketing in the context of UK
Fashion Sector.
● To articulate the potential significance of social media marketing within UK fashion
sector.
● To critically investigate the influence of social media marketing over the buying
behaviour of customers within Next Plc.
● To recognise the issues that are faced by Next Plc related to the improper social media
and online advertisement marketing strategies.● To recommend solutions in order to tackle the challenges faced by Next Plc.
Research Questions
● What is the conceptual framework of social media marketing in the context of UK
Fashion Sector?
● What is the potential significance of social media marketing within UK fashion sector?
● What is the influence of social media marketing over the buying behaviour of customers
within Next Plc?
● What key issues are faced by Next Plc with regards to social media and online
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