Investigating Social Media's Impact on M&S Purchase Intentions

This report investigates the impact of social media on consumer purchase intention, focusing on Marks & Spencer. It begins with an introduction, outlining the study's background, aims, objectives, and research questions. The rationale emphasizes the importance of understanding social media's role in influencing consumer buying decisions and organizational growth. A literature review explores social media platforms, factors influencing purchase intention (such as delivery options and payment methods), and the role of social media in building positive consumer intention toward Marks & Spencer. The methodology section details the research approach, including the use of quantitative methods and questionnaires for data collection, with random sampling of M&S employees. Ethical considerations are addressed, emphasizing participant consent and respect. Data analysis methods, timeframe, and references are also included, providing a comprehensive overview of the research process and findings. The report aims to provide insights into how social media platforms influence consumer behavior and drive purchasing decisions for Marks & Spencer.

To investigate about the impact
of social media on purchase
intention. A study on Marks &
Spencer

Content
 Introduction
 Background of the study
 Aim and Objectives
 Research Questions
 Rationale of the study
 Literature Review
 Methodology and Data collection methods
 Ethical Considerations
 Data analysis
 Conclusion
 Timeframe
 References

Introduction
Social media is a platform which allow business to have a
better interaction with its customers by providing them
information, product, services or resolving of issues more
quickly through its digital access. These all support in
enhancing the consumer experience along with their brand
and at same time influence purchasing decision of consumers.

Background Of The Study
 Social media is a tool of marketing that is use by an
organisation for attracting customers, increasing sales and
driving website traffic.
 Social media is the better use of social media websites
and platforms for companies to promote their product and
services.

Aim And Objectives
Research Aim : -
To investigation about the impact of social media on
purchasing intention. A study on Marks & Spencer.

Research Objectives
 To study about several social media platform used for
attracting customers.
 To determine the factors that influence the purchasing
intention of consumers.
 To identify the role of social media for developing positive
consumer intention toward Marks & Spencer.

Research Questions
 Explain about several social media platform that help
in attracting customers ?
 What are main factors that influence the purchasing
intention of consumers ?
 What is the role of social media for developing positive
consumer intention toward Marks & Spencer ?

Rationale Of The Study
The main purpose behind conducting this study is to
determine the role of social media platform in influencing
the purchasing intentions of consumers. In addition to this it
also support in providing a detail understanding regarding
the changes that social media bring to organisational growth
in term of its sales and profitability.

Literature Review
Literature review refers as the effective process of collecting
in-depth and secondary information about the field of
study. Main purpose of this section is to ascertain the
gaps in previous investigation and address aim and each
objectives of study in systematic manner.

Several social media platform that help
in attracting customers
According to the view point of Alfred Lua. 2020, a marketer
mainly focuses toward venturing into social media
marketing in order to taking the leverage of its reach to
maximum number of people. This platform mainly allows
a business to maximize its brand reach, get engaged with
right people and achieving their success goal.

Factors that influence the purchasing
intention of consumers
From the view point of Rebecca Milner, 2019, there are
several factors that influence the consumers choice while
they access brand's product or services. These are,
Enhanced delivery options :-
Easy return policy :-
Payment options :-

Role of social media for developing positive
consumer intention toward Marks & Spencer
According to the information presented by Shane Barker,
2017, social media is consider as key component within
the organisations' marketing strategy as it support in
attracting consumers by performing range of activities at
a single platform. The main feature of social media is
providing access of information to its consumers.