Investigating Social Media Marketing's Impact on Morrison's Customers

This report investigates the influence of social media marketing (SMM) on consumer behavior, specifically within the context of the Morrison supermarket chain. The study begins with an introduction that establishes the background of digital marketing and its impact on consumer behavior, particularly through social media platforms. The research aims to evaluate the impacts of SMM on Morrison customer behavior, with objectives including understanding SMM, identifying SMM practices in the retail sector, and analyzing the relationship between SMM and customer behavior at Morrison. The literature review covers the concept of SMM, SMM practices in retail, and the impact of SMM on customer buying behavior. The methodology section outlines the interpretivism research philosophy, data collection methods (primary and secondary sources), sampling techniques (random sampling of 20 customers), and the thematic perception test technique for data analysis. The report aims to provide insights into how Morrison can optimize its SMM strategies to enhance customer satisfaction and engagement. The report concludes with a list of references used in the research.

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Table of Contents
Topic: To investigate the impacts of social media marketing over consumer behavior. A study on
Morrison...........................................................................................................................................3
INTRODUCTION...........................................................................................................................3
Background of study....................................................................................................................3
Research Aim:..............................................................................................................................3
Research Objectives:....................................................................................................................3
Research questions:......................................................................................................................3
LITERATURE REVIEW................................................................................................................4
Theme 1: Understanding the Social media marketing concept...................................................4
Theme 2: SMM practices used in retail sector.............................................................................4
Theme 3: To determine the relation how social media influences the customer buying
behaviour .....................................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................5
Research Philosophy....................................................................................................................5
Data collection method ...............................................................................................................5
Sampling .....................................................................................................................................5
Data analysis method...................................................................................................................5
REFERENCES................................................................................................................................1

Topic: To investigate the impacts of social media marketing over consumer
behavior. A study on Morrison.
INTRODUCTION
Background of study
Marketing is the business activity for promoting and selling the products of the
organisation. Digital marketing is the new contemporary demand where the marketing activities
is done through different digital media channels that are from Social media platforms, Email and
mobile marketing, search engine etc (Christina, Fenn and Roselina, 2019). social media platform
is the new emerging marketing trend where the businesses are shifting their business over its
platform to get worldwide reach. Digital marketing influences the consumer behaviour as it helps
in providing them personalised experiences and enables brands to develop strong relationship
with their consumers. Morrison Supermarket chain consider as the fourth largest chain in retail
sector, UK based company deals with diversification in product where they offer range of
products to their consumer. Following study will cover the Research aim and objectives that is
based on research topic, it further covers the methodologies and literature review section.
Research Aim:
The aim behind conducting current study is to evaluate the impacts of social media
marketing on Morrison customer behavior.
Research Objectives:
 To develop an understanding about social media marketing.
 To identify practices of social media marketing undertaken by the companies in retail
sector.
 To analyze association between social media marketing and customers behavior in
context of Morrison.
 To recommend appropriate social media marketing strategies to Morrison for satisfying
consumer behavior.
Research questions:
 What is social media marketing?

 What are some practices of SMM that are taken by organisation within retail sector?
 What is relationship between SMM and consumer behaviour for the Morrison?
 What are some SMM strategies that is suggested to Morrison for customer satisfaction?
LITERATURE REVIEW
Theme 1: Understanding the Social media marketing concept
According to the view of Ilyas and et.al (2021) SMM is the subset of digital marketing
which leverages the strength of social media platforms for accomplishing the branding or
marketing goals. In this Different Social platforms has been used to interact with the large
audience to develop the brand image, driving better revenues by increasing sales and also to
increase the traffic over website. However, author Silvia, (2019) said that SMM is heavily
depends on the ads and it is quite time consuming which often does not give the expected results.
Also one of the major problem while using this marketing approach is privacy and security
issues.
Theme 2: SMM practices used in retail sector
As per the view of Thaha and et.al (2021) Retail sector is one of the growing and largest
sector where organisations aim to reach out to large audience to turn them into their potential
customers. Within this sector organisation posts their business information regarding their
product, services, events, new product launch over social media platform to attract the attention
of consumers. Businesses uses SMM practices for building brand loyalty, to connect with large
audience and to provide better consumer experience. Author Kingsnorth, (2022) stated that
SMM often gives the low ROI and it is difficult for the businesses to measure the performance.
Theme 3: To determine the relation how social media influences the customer buying behaviour
According to Snyder, (2019), it has been identified that the use of social media
marketing plays an essential role in influencing the consumer behaviour with respect to buying
of a product from the market. The organizations makes use of social media in order to build
awareness about their product within the market. This influences the customers and make them
change their minds about buying something. Similarly, when organizations use social media
platforms in order to present that their product is widely popular and is used by a range of
people, it influences the minds of the consumers and makes the buy the same.

RESEARCH METHODOLOGY
Research Philosophy
The research philosophy can be described as an idea or a belief that in order to conduct a
research, it is essential for the research scholar to gather the information that is relevant to the
subject of the study, analyse the same and then use for further research. The research philosophy
can be divided into two parts, they are interpretivism and positivism research philosophy.
However, since, the present study will be based on the data that is qualitative in nature, the
research scholar will make use of interpretivism research philosophy. This philosophy helps the
researcher in the formation of relevant observations with respect to the subject of the study.
Data collection method
Data collection refers to the way in which the data will be gathered in order to conduct a
research (Rinjit, 2020). The data can be collected in two ways, i.e., using primary and secondary
sources. However, in order top gather the relevant information with respect to determining the
impact of social media on the consumer behaviour, both primary as well as secondary sources
will be used. For the purpose of primary research, a survey among the customers of the
Morrisons company will be selected and their responses will be used in order to form the
necessary observations.
Sampling
In order to conduct a research, it is essential for the research scholar to select an
appropriate sample size which could help the researcher in conducting the research. There are
several methods for selecting the sample by the researcher, however, in the present study, the
researcher will make use of random sampling technique in order to select a sample size of 20
customers of Morrisons. The responses gathered from these participants will be used for the
purpose analysing and making observations with respect to the subject to the study.
Data analysis method
In order to analyse the data, there are two techniques that are generally used by the
researchers, they are thematic perception test technique and SPSS. Since, the present research
will be based on the data that is qualitative in nature, the researcher will employ thematic
perception test technique for the purpose of analysing the data gathered for the purpose of
conducting the research (Cr, 2020). This technique will allow the research scholar in

manipulating the data in order to form the necessary observations and present them in order to
successfully complete the research.

REFERENCES
Books and journals
Christina, I.D., Fenni, F. and Roselina, D., 2019. Digital marketing strategy in promoting
product. Management And Entrepreneurship: Trends Of Development. 4(10). pp.58-66.
Cr, K., 2020. Research methodology methods and techniques.
Ilyas, G.B. and et.al 2021. The Influence Of Digital Marketing And Customer Perceived Value
Through Customer Satisfaction On Customer Loyalty. Journal of Legal, Ethical and
Regulatory Issues. 24. pp.1-14.
Kingsnorth, S., 2022. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Rinjit, K., 2020. Research methodology.
Silvia, S., 2019. The importance of social media and digital marketing to attract millennials’
behavior as a consumer. Marketing. 4(2).
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of business research, 104, pp.333-339.
Thaha, A.R. and et.al 2021. Digital marketing and SMEs: a systematic mapping study. Library
Philosophy and Practice (e-journal). 5113.

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