The Impact of Social Media on Youth Customer Buying Decisions

This report investigates the impact of social media on the buying decisions of young consumers, focusing on the retail giant Tesco. The study examines how social media platforms influence consumer behavior, including brand awareness, product reviews, and social proof. It explores the ways social media affects youth purchasing choices and identifies associated challenges, such as the need for effective online brand presence and the management of negative feedback. The research employs a qualitative methodology, utilizing primary data collection through questionnaires and secondary sources like academic journals, to analyze the influence of social media on consumer behavior within the UK retail market. The report provides a comprehensive literature review covering the concept of social media in relation to buying decisions, the ways social media affects youth buying decisions, and the challenges faced while leveraging social media to influence consumer behavior. The study concludes with recommendations for businesses seeking to effectively utilize social media to reach and influence youth consumers.

MARKETING
DISSERTATION

ACKNOWLEDGEMENT
I would like to extent my acknowledgement to all those people and members who have played a
crucial role in my career and academic life. On the first note I would like to thank my parents
who have supported me with understanding and love. Without them I would have not done
anything and could not reach to the place where currently I am. After that I would like to extent
my gratitude to my team mates and supervisor who have supported me throughout the study.
Thank you

ABSTRACT
The current study is based on the topic social media and how it assist in influencing the
consumer buying decision. In this current and modern business environment the use of latest
marketing techniques like the social media marketing is very assistive for the company in
managing and attracting the consumers to a great extent. From the study it was evaluated that
when the company will make sure that they are using social media then this will definitely attract
the consumer towards the product and services of the company. The major reason for this is that
in this current advance world the consumer are much attracted towards the use of the social
media websites and because of this it is mandatory for company to make use of the social media.
From the current study it was evaluated that the major research method focused was the
qualitative study. The major reason for this is that this is the tool which assist the researcher in
focusing on in- depth analysis of the research topic. Also from the research methodology section
it was evaluated that data was collected from primary sources and further thematic analysis was
conducted over it. Further from the data analysis section it was witnessed that majority of
respondent assented to the fact that social media is beneficial in stimulating the interest of the
consumer towards the product and services of the company.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................5
1.1 Background............................................................................................................................5
1.2 Aim........................................................................................................................................5
1.3 Objectives..............................................................................................................................5
1.4 Research questions.................................................................................................................5
1.5 Rationale................................................................................................................................6
1.6 Scope......................................................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Introduction............................................................................................................................7
2.2 Understanding the concept of social media in relation of buying decision...........................7
2.3 Ways by which social media affects the youth buying decisions..........................................8
2.4 Challenges while making use of social media in influencing consumer buying decision.....9
2.5 Conclusion...........................................................................................................................10
CHAPTER 3: RESEARCH METHODS.......................................................................................11
CHAPTER 4: DATA ANALYSIS/ DISCUSSION.......................................................................14
CHAPTER 5: CONCLUSION......................................................................................................23
CHAPTER 6: RECOMMENDATION..........................................................................................25
REFERENCES..............................................................................................................................27
APPENDIX....................................................................................................................................29

Title: To analyse the impact of social media on youth towards customers buying decisions.
A study on Tesco.
CHAPTER 1: INTRODUCTION
1.1 Background
In the era of digitalization, it has become very important for the organization to
effectively analyse the usage of the social media on the youth pertaining to the customers buying
decision. The use of social media has affected the lives of many in regard to making decisions.
Organizations are now available on the social media through which it shows case its products
and services leading to influencing the perception and needs of the consumers. In this research,
Tesco is taken as an organization which is one of the largest retail giants in the world (About Us.
2020). This study provides a detailed analysis of the concept of social media and the way
through which it has impacted the buying decision of the youth of the society. Along with this,
various challenges which might come across on account of making use of the social media as
platform for influencing the consumer buying decision.
1.2 Aim
The aim of the study is to analyse the impact of the social media over the youth towards
the customers buying decisions.
1.3 Objectives
 To understand the concept of social media in respect to the buying decisions.
 To determine the ways through which social media can impact the youth buying decision.
 To identify the challenges in making use of social media in influencing the consumer
buying decision.
 To recommend the ways in order to overcome the challenges.
1.4 Research questions
1. What is the concept of social media in regard to the buying decisions?
2. What are the ways in which social media can affect the youth buying decisions?
3. What are the challenges pertaining to making use of social media in respect to consumer
buying decision?
1.5 Rationale
The rationale behind the selection of this topic is the increase in the usage of the social
media sites for undertaking the purchase related decisions. The younger section of the society is

making use of social media in order have a glimpse of the new and coming products which helps
in taking decision pertaining to whether to buy the product or not. This topic is important
because the influence of the social media is very huge and it is expected to further expand. Also,
it is important now as the businesses are being done through social media affecting the customers
decision-making. This research provides ways through which social media is affecting the youths
buying decisions and the challenges associated with it.
1.6 Scope
The research is limited to the organization Tesco and can be made use by its competitors
in the UK market. Along with this, it can be made use by the other organizations or the entities
which are involved in the retail industry. Data is being gathered through the primary source by
the way of filling questionnaire and secondary sources such as books, journals and other
published articles of other researchers. Thus, the scope of the research is limited to UK retail
market and the other researchers carrying out the similar research.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
The literature review is basically surveyed which is being conducted on the already
established or the published journals in regard to the specific topic. It will provide an insight
about the current knowledge which helps in effectively analysing along with identifying the
relevant theories and gaps in the existing study. The topic is bifurcated in different themes which
will cover all the important aspect of the topic.
2.2 Understanding the concept of social media in relation of buying decision
The social media is being used by the organizations for the purpose of creating brand
awareness among the consumers. According to Lim and et.al., (2017) social media helps in
enhancing and increasing the target audience base as this results into building a relationship with
the potential target segment along with the existing customers. Social media is advantageous to
the businesses as it has the tendency to impact the buying decisions. Through social media,
organizations promote their products and service which helps in drawing attention of the
consumers and this is largely possible because larger group of people are using social media sites
which prompts the business organizations in effectively meeting up with the changing needs of
the consumers. Ramanathan, Subramanian and Parrott (2017) stated that social media is the most
common way of promoting the products and there are large number of businesses making use of
this platform in order to promote its products and expand business. Thus, this might not draw the
attention of the audience and in order to be effective the management are required to come up
with the unique way to promote the products otherwise, it may not be able to grab the attention
of the consumers.
Along with this, through social media, the businesses can posts the various things or the
events about the organization which persuades the consumers in having a look at what new the
organization is coming up with and thus, creates a sense of excitement. As defined by Zhang and
et.al., (2017) consumers by the way of link provided or by commenting on the post helps in
gathering more information about the post. This consequently leads to making consumers change
their perspectives and resulting into affecting their buying decisions. Further stated by the author
that the impact of social media on buying decisions is not only in positive terms but also in the
negative aspects as well and both the sides should be taken care of before promoting the product
or services on this platform. Thus, social media sites is having huge impact on the consumers

buying decisions which can be in favour of the business or in against the business depending
upon the way organization is making use of it otherwise, it is the most widely used platform for
promoting and expanding the business.
2.3 Ways by which social media affects the youth buying decisions
According to Kwahk and Kim (2017) more the buyers are now utilizing the social media
platforms than before. The consumers and especially the youth are more interested in looking for
the product or service reviews and the suitable recommendations. Thus, this results into making
it important for the businesses to have a prominent presence in the different social media sites.
Author also added that the latest trend in the marketing scenario is the introduction and excessive
usage of the social media. Social media is having an immense power to influence the decision-
making process of the consumers. There are mainly few ways through which the social media
influence the consumer behaviour. As emphasized by Safia, Chai, Frimpong and Akram (2019)
the first way is building of product awareness, as the social media is having a greater influence
over the consumers which they are attempting to build the awareness about the particular
product. When the people come across a problem they start looking for the solutions. Social
media is the way through which consumers can get an insight about the particular product or
service they are interested in. But on the other hand, some times it creates problem as the
consumers are really do not know which good or service will help in satisfying their needs or the
problems. Thus, if the business fails to have a prominent online brand presence then they might
miss out the opportunities available which can influence the youth and the other consumers
buying decisions.
Another way is the social proof which is considered to have a greater force over the
changing consumer buying decisions. As per Sheth (2018) social media has resulted into the
generation of the social proof pertaining to the existence of the business and the social proof has
emerged because of the tendency of the people to imitate the behaviour of the people
surrounding them or the people who are having influence on them. Through the way of sharing
the pictures and the comments of the happy customers helps in creating a more trust and also
works well on the sign-up page. In contrast to it, if the organization fails to highlight the events
and the activities of the organization then it might not be able to create a better image which will
negatively influence the consumer's buying decisions. Along with this, Duffett (2017) stated that
on social media sites organizations have created forums and the groups in which consumers join

as per the interest and as and when the consumer sees the promotion and the discounts on the
site, it results into influencing their decision. The social media is an inexpensive platform which
offers the organizations and the brands to reach the larger audience who are basically the social
media users. The brands work on ensuring that the target audience takes the products in the way
brand wants which results into sharing of the same on the social media leading to influencing the
consumer decisions. But, it is important to note that if the brands is not able to effectively
highlight the same to the target audience then the consumers will look for other brand and
products.
2.4 Challenges while making use of social media in influencing consumer buying decision
As per the view of BelStieglitzlo-Orgaz Jung and Camacho (2016) there are few
challenges which might come across an organization in terms of effectively meeting the business
objectives through the way of influencing the consumer buying decision. The most crucial factor
that can pose as a challenge is the lack of sufficient time in order to create an interesting and
attractive content. This is the major issue which the brands are required to understand as if the
consumers are not attracted towards the content of the organization then they will switch to the
another brand. Thus, posting an effective and value added content pertaining to the brand or its
product will help in making an impact over the consumers final decision. Stieglitz, Mirbabaie,
Ross and Neuberger (2018) conveyed that targeting the right audience group is another challenge
which the brands are required to understand. If they are unable to identify their target group then
all the efforts being put on creating and posting of the content will go in vain. Next is keeping up
with the changing situation of the social media, the social media marketer is required to be well
aware of the latest changes in the social media as each of the update has a tendency to impact the
social media processes. On the other hand, if the organization fails to be updated with the
changing policy and terms then it might result into impacting the social media processes. Thus, it
will affect the consumers buying decisions.
According to Haustein (2016) making use of the unique and differentiated ways of
promoting the products will draw the attention of the customers. But it is not an easy task as
there are large groups of organization already making use of social media in promoting their
products and services which turn out to be challenge for the new brands to compete with them.
Thus, by the way of implementing a new and unique way of engaging the customers is the only
way in order to overcome the challenges. Therefore, these are the certain challenges which might

affect the consumers decision-making and proper and effective analysis of the same will help an
organization to effectively meet with the same. All these helps in achieving the set goals and
objectives in a better and improved manner. There can be other challenges which depends upon
the organization and their target audience.
2.5 Conclusion
It can be concluded from the above literature review, the concept of social media to the
business and its impact over the youth's consumers buying decisions is very large. The business
organizations are required to effectively understand it in order to attract large group of consumer
which will be beneficial for them. Along with that, there are certain ways through which the
social media can influence the consumers buying tendency and along with that there are certain
challenges or barriers which might come and through the way of effectively identifying the
measures to overcome the same.

CHAPTER 3: RESEARCH METHODS
Research type: The qualitative research type can be understood as theoretical analysis
which is based on research which are easily done and aso functionally bring on competent
information strategically. The quantitative data are numerical in format which are in format of
figurative analysis, which makes it little complicated to evaluate further. For this research the
qualitative data type will be used to obtain informations as it will enable detailed easy analysis
for further operational efficacy aspects. Qualitative data will also make sure informations
attained hold easy understanding scenarios widely and also structure up data which are in
theoretical format. The qualitative data method will also make sure that there is new scale
efficacy collectively build up among data information for further usage among people and also
make new scale efficacy widely strong (Leavy, 2016).
Research approach: The qualitative inductive approach is based on focus towards
generation of new theory emerging from data where aim is focused on aspects of in depth
analysis to also competitively bring on analysis which up scale new informative scale reach
The deductive approach is aimed and testing theory where data approach is highly deductive and
aimed to bring on stronger working factors by specific focus towards new results analysed
further. The research will be using qualitative research approach for obtaining new outcomes
which will further add to outputs, also up scale connective new information aspects imperatively
for larger new domain's innovation. The inductive approach will make sure that there is
functional enhanced usage of all data informatively, also to perpetuate data widely on new scale
horizons informatively for upgrading data which will also make sure that there is scope for new
scale connective new domains enriched.
Research philosophy: The interpretivism can be understood as one of the most effective
philosophy which is based on aspects of gaining reliable data from researcher where elements
of data are focused to bring on large working parameters of qualitative data informatively.
Positivism on other hand is philosophical theory stating knowledge which is based on natural
phenomenon relations where information is derived from sensory experience. The interpretation
is analysed by logic and functional reasoning which is also at times complicated for analysis, by
which it can be analysed that interpretivism philosophy shall be used widely to evolve on new
domains of results strategically. This will also make sure that the research is done strategically

for keeping up new targets data at reach , keenly bring on competent innovation widely
(Rosenfeld, Imai and Shapiro, J2016).
Sampling: Non probability sampling can be understood as method where there are
members choose form population where there is equal chance of participation among people,
probability sampling on other hand can be analysed as method where each member of people
within group have known chance of being selected. The sampling will be done by taking 20
number of employees who will be choose at random for conducting analysis towards new
aspects of informative data for gaining new scale horizons imperatively. Sampling will be
focused to be more productive on all working actions for gaining correct analysis done by using
non probability method, which will be based on productive aspects. The sampling will be done
strategically by keeping up new higher informative data at usage and also using informative
methods for keeping new scale performance growth enhanced functional scope horizons
( Quinlan, Carr and Griffin, 2019).
Data collection: Primary data can be understood to be highly reliable method of
collection which is not only accurate and competently imperative for gaining informations
informatively, also to bring on results in widely stringent way. The primary data collection holds
direct contact from sources,whereas the secondary data method lacks information reliability as
the data is obtained form second hand sources. For this research primary data method will be
used as it will enable to gain accurate informations productively, also to enhance business
domains' connectivity for wider scale efficacy. The primary data collection will also enable
accuracy of data to be maintained, also to obtain informations within research by contacting
directly the employees.
Data analysis: The data analysis will be done by using themes, charts, figures and
statistics which will be used to analyse all data developed strategically, also frame results
operated widely based on which results will be informatively analysed. It is also imperative
for further research analysis to deliver new strengths creative domains and also raise competent
innovation objectively. Thematic analysis will enable to gain informations accurately and also
rise up effectively within framing up of data. Data analysis done by use of pie charts and various
other figurative analysis will enable business informations to be analysed widely based on
accuracy and reliability benchmarks. The primary data analysis will also makes sure that there
is usage of informative and reliable data widely.