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.

Ethical considerations: The ethical aspects will be widely taken care of within research
as specific focus shall be pertained on keeping accurate and reliable data in use, also there will
be no biases among employees. Research will be done subjectively by focusing towards
innovative work aspects to use only valid informations and data that hold reliability horizons to
keep plagiarism at bay. The ethical considerations compilations will make sure that there are
functional strengths focused on to keep reliability and use of authentic data which will keep
usage of new scale informations strategically. The ethical considerations will also be focused to
use only technical information and conduct straight functional working paradigms for higher
developed working strength further.
Reliability and validity: The research will be done informatively by focusing towards
operational innovation specifically for keeping up reliability and validity aspects which will
deliver new specific aspects. Research shall also focus further yo keep up new edged
benchmarks to be operative within data collection and also potentially bring on only specific,
valid information at usage through which there will be keen performance emphasis subjectively
Only relevant data will be used and from all reliable sources from various websites. Which will
make sure only accurate methods are taken place for all productive resource enrichment widely
( Snyder, 2019).

CHAPTER 4: DATA ANALYSIS/ DISCUSSION
Theme 1- Yes, there is familiarity relating to the concept and use of social media.
Particular Number of respondent % of respondent
Yes 15 75
No 5 25
Total 20 100
Interpretation- with the analysis of the primary data collected from the 20 respondent of Tesco it
was seen that the company and the employees are aware of the concept of the social media. The
majority of the participant that is 75 % of the respondent agreed to the fact that they are having
familiarity with the concept of the use of social media. On the other side remaining 25 % of the
participant does not agree to this as they are not having much familiarity with the concept of
social media. Even as supported by Pütter (2017) it is very important to have familiarity with the
concept of social media as this is the recent trend which company and the employees have to
follow. Thus, for the business to be successful the most essential thing is to effectively make use
of the marketing especially social media marketing to attain a competitive position.
Theme 2- Strongly agreed that the company is making the use of social media in influencing
the consumer buying decision.
Particular Number of respondent % of respondent
Strongly agreed 9 45
Agreed 3 15
Neutral 2 10

Disagreed 4 20
Strongly disagreed 2 10
Total 20 100
Interpretation- as per the data gathered and assimilated with the help of the questionnaire it was
seen that maximum of the participant strongly assented that the company is making the use of the
social media in affecting and influencing the decision making of consumers. This is agreed by 45
% of the participant and in addition to this 15 % of the participant agreed that there is use of
social media in influencing the consumer buying decision. On the other side some of the
participant that is 20 % disagrees to the fact that company does not make the effective use of the
social media in influencing the decision making process of the consumers. As supported by
Voramontri and Klieb (2019) the use of social media is very important in the current modern and
advance world. The major reason for this is that when the company makes the effective use of
the social media then this will attract the majority of the consumers. The major reason for this is
that when the company will be using the social media then this will attract large number of
people and consumer will be stimulated to buy the product and services of Tesco. In addition to
this in this current technologically advance working environment the consumer is more habitual
of using the internet and social media and hence, this will attract the majority of the consumer if
the social media will be used then this will attract majority of the consumers.
Theme 3- Yes, the social media has a major impact over the buying decision of youth.
Particular Number of respondent % of respondent

Yes 13 65
no 7 35
Total 20 100
Interpretation- with the help of the data collected from the 20 respondent of Tesco it was seen
that the 65 % of the people are stating that social media creates a huge impact on the buying
decision of the consumers. However, on the other side 35 % of the respondent does not assents to
this and states that buying decision is not being affected by the use of the social media. However,
Laksamana (2018) reflected the fact that when the company will make the effective use of the
social media then this will attract the mind set and perception of the consumer to a great extent.
The major reason for this fact is that when the company will effectively make the use of the
social media then this will create a distinctive mark over the consumer and they will be directed
towards buying that product or the service to a great extent. Furthermore, in against of this some
stated that the use of the social media is that this will stimulate the mind the of the consumer and
this will motivate them to buy the product or the service of the company to a great extent.
Theme 4- Positive is the impact of the social media over the buying decision of the consumer
when the social media is optimally used.
Particular Number of respondent % of respondent
Positive 12 60
Negative 5 25
No impact 3 15

Total 20 100
Interpretation- as per the analysis did of the primary data being gathered from the different types
of the respondent it was stated that use of social media creates different impact on various kind
of people. As per the gathering and assimilation of the primary data it was seen the 60 % of the
respondent stated that the impact of using the social media is positive over the consumer buying
decision. On the other side 25 % of the people stated that there is negative impact when the
company makes the use of the social media to attract the consumers. In against of this 15 % of
the people states the use of social media does not create any impact over the buying decision of
the consumers. As stated by Jayasuriya, Azam and Ferdous (2017) the use of social media is
dependent over the content which the company is using to attract the consumers. This is
particularly because of the reason that when the company will make the use of the social media
in effective manner then this will increase the attraction of the consumer towards the company
and the product and services of the company. further it was evaluated that the use of social media
will create a good perception of the company over the mind of consumer and this will result in
increase in the sales of the company.
Theme 5- Building awareness relating to the product and services of the company is the major
way social media is used to create impact over the buying decision of consumers.
Particular Number of respondent % of respondent

Building awareness relating to product
of company 9 45
Social proof 3 15
Social media influencers 3 15
all of the above 5 25
Total 20 100
Interpretation- on the evaluation of the primary data collected from 20 respondent of Tesco it
was seen that there are many different ways through which the company can effectively
influence the decision making process of consumer. As per the views of 45 % of the respondent
it was seen that building awareness with help of social media is the most essential way of
affecting the decision making process. On the other side 25 % of the people stated that all of the
above which includes all the option is better way. On the other side remaining participant stated
that social media influencer and the social proof is the better way of creating impact on the
buying decision of the person. On the other side as articulated by Voramontri and Klieb (2019)
when the company makes the use of social media to provide all the details of the company and
the product and services of the company then this will increase awareness of the product of
company among the consumer. Hence, it might be possible that the consumer will be directed
towards the buying of the product and service. In addition to this the social media is also helpful
in attracting the interest of consumers. The major reason for this is that when the product of

company will be trending over social media then consumer will automatically be directed
towards the use of that product or the service.
Theme 6- All of the above are the major benefits of the use of social media as an influencer
for consumer decision making.
Particular Number of respondent % of respondent
Increase in brand awareness 2 10
Increase in market share 3 15
Assist in facing competition 4 20
All of the above 11 55
Total 20 100
Interpretation- on the examination and evaluation of the primary data gathered and assimilated it
was seen that the majority of the participant stated that all of the above is the major benefit which
is cause because of use of social media. As agreed by 55 % of the participant stated that all of the
above is the major benefit. This all of the above involves benefits like increase in brand
awareness, increase in market share and the assistive in facing competition. Further rest of the
respondent stated and agreed with all these options on individual basis. On the analysis of the
work of Naeem (2021) it was stated that when the company makes the use of the social media
then this result in increase in the number of consumers. The major reason for this is that in this
modern world the consumers are more habitual of using social media and the product trending on
social media will definitely grab the attention of the consumer. In addition to this social media is

the latest trend and if the company will make use of the social media then this will attract large
number of consumer towards the company.
Theme 7- Yes, there are certain challenges which might be faced by company at time of using
the social media for stimulating consumer decision making process.
Particular Number of respondent % of respondent
Yes 17 85
No 3 15
Total 20 100
Interpretation- from the analysis of the primary data collected with help of the questionnaire
from 20 respondent of Tesco it was seen that there are many different types of challenges being
faced by the company at time of use of social media. As per the views of 85 % of participant
there are many different types of challenges which Tesco faces in order to influence the mind of
consumer. However, remaining respondent does not agree to this and not assent to the remaining
respondent. In accordance with the opinion of Young and et.al., (2017) the use of social media
creates many different types of the problems and issues and this hampers the working of the
company to a great extent. Also, the use of social media involves a lot of knowledge and
experience and it might not be possible that the same type of content will attract all of the
consumers.

Theme 8- All of the above are the major challenges which the company faces at time of using
the social media in influencing the buying behaviour of consumer.
Particular Number of respondent % of respondent
Targeting the right audience 5 25
Expensive process 4 20
Frequent changes in need and
preference of consumers 3 15
All of the above 8 40
Total 20 100
Interpretation- with the assistance of the evaluation of the primary data gathered from 20
respondent of Tesco it was evaluated that there are many different types of the challenges or
issues which the company faces. In accordance with the views of 40 % of the people all of the
above are the major challenges which the company faces. This all of the above involves different
challenges like issue in targeting right audience, expensive process and frequent changes in the
need of consumer. However, the rest of the participant stated that 25 % agreed with issues in
targeting the correct audience. Further 20 % stated suing social media is an expensive process
and remaining 15 % stated that the frequent changes in need and preferences of consumer will
also a challenges. With respect to the thinking of Permatasari and Kuswadi (2017) the major
challenge is the targeting correct audience. The major reason underlying this fact is that if the
company will not identify the right audience then they will not be in position of managing the
need of consumers. Further another major challenge is the frequent changes in the need and

requirement of consumers. This is particularly because if the needs will change on frequent basis
then company also has to make changes in accordance to changes of the consumers. Hence, this
will result in the increase in cost of the company to a great extent.

CHAPTER 5: CONCLUSION
From the above whole study, it is concluded and inferred that the use of social media is
the most essential thing for the company in this highly competitive world. The major reason for
this is that when the company will be using the social media then this will assist the company in
attracting and influencing the consumer to buy the goods and services of the company. The
underlying reason to the fact is that when the company will make the use of social media then
this will attract the consumer. On the other side the consumers are also very habitual to the use of
social media and other online advertising websites. If in this modern and technologically advance
era the company will not ensure and will not make the use of the social media, then this will not
attract the consumer to a great extent.
from the whole study it was evaluated that framing the aims and objectives is the most
important aspect for the success of the research. the major reason for this is that when the aim
and objective are clear then this will provide a proper guidance to the researcher that how they
have to conduct research in successful manner. further from literature section it was inferred that
the use of the social media is of much importance as this will motivate and attract the consumer
to buy the product or service of the company. further from the research methodology section it
was evaluated that the use of qualitative research was assistive in completing the research on the
basis of the thematic analysis of collected data. Further from the data analysis it was evaluated
that most of the respondent agreed that company is using the social media in order to attract the
consumer and their attention for the buying decision of the company. further with the thematic
analysis it was evaluated that the major impact of using the social media over the consumer
buying decision is positive. Also, it was evaluated that major method or way of using social
media is to provide all the details of the product or services over social media so that company
can attract the consumers.
In addition to this from the data analysis it was also evaluated that there are many
different types of benefits of using social media like increase in market share, brand awareness
and many others. Also, it was analysed from analysis of primary data that with benefit there are
also some of the challenges. These challenges involve the major issue in targeting the right
audience, also there are frequent changes in the need and preferences of the consumer and also
use of social media is a costly and expensive process. Further in the end it can be evaluated that
the use of the social media is very assistive for the company in attracting the attention of the

consumers. This social media will stimulate the mind and perception of the consumer and they
will be attracted to the purchase of the product and services of the company.

CHAPTER 6: RECOMMENDATION
TESCO for focusing on varied new scale innovative digital marketing strategies which
play huge role to impact on youth towards customers buying decisions shall bring on new scale
connective diversity among operational efficiency where strategic vision oriented growth shall
be developed.
 Challenges such as dynamic customers preferences within new scale market avenues
shifting towards new brands competencies shall be delivered by bringing on new
investments to be fundamentally competent. This also brings on new keen aspects of
functional avenues such as social media presentation and development of benchmarks on
which TESCO has new competitive synergy, and also the digital monitoring will enable
business competencies to vividly expand on new horizons. TESCO shall also focus
further on keeping up with dynamic strengths of media processing for upgrading impacts
on new scale evolving synergies horizons, and also to evolve on competitive digital
platforms. Youtube, Facebook and Instagram shall be used majorly within digital aspects
for keeping up with updated new social media procedures among consumers buying
decisions. This also brings before varied new scale demand for generating effective work
growth diversity within training employees, vision evolving and also raise new functional
positioning widely for new scale efficacy measures. TESCO shall also focus on keen
new targets development within digital competitive marketing domains by bringing on
consumers oriented scale connectivity and also upscale measures for which keen new
functional innovation shall be developed strategically (Saura, 2020).
 New scale evolving policies shall be focused on by enhancing vision aspects of
innovative new trained digital profound arenas on which there is competitive scale
connectivity aspects and also quest horizons such as competitive diversity shall be
developed on for new scale growth potentialities. TESCO shall also focus further on
expansion into untapped market horizons within digital marketing by using analytical
tools for keeping up with monitoring scenarios by which new scale efficacy domains can
be enriched imperatively. This also brings forward new scale connective consumers
growth targets widely where new consumers oriented demands shall be taken care of
within products and services. The retail industry globally has been competitively growing
for bringing on new scale diversion within products and services where there is larger

scale connective demands coming on which raises potential surge for changing new scale
connective diversity paradigms. TESCO shall also functionally focus to be responsive
towards vision for digital marketing domains on which leveraged efficacy targets shall
be pertained on which consumers oriented scale complexity shall be analysed. Social
media platforms shall be analysed imperatively for keeping up keen performance
horizons in check where diversion towards digital marketing holds dynamic scope to
enhance business reach widely (Herhausen, Miočević and Kleijnen, 2020).
These factors also brings on varied focus towards competitive retail industry aspects where new
innovative products and fast digitalization services shall be adopted to evolve on larger revenue
targets for comparative diversion goal innovation. Customers shall be served with personal
attention within digital platforms by training employees with best services, where there is
competent scope for competitive developed digital marketing paradigms effectively.

REFERENCES
Books and Journals
BelStieglitzlo-Orgaz, G., Jung, J. J. and Camacho, D., 2016. Social big data: Recent
achievements and new challenges. Information Fusion. 28. pp.45-59.
Duffett, R. G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers.
Haustein, S., 2016. Grand challenges in altmetrics: heterogeneity, data quality and
dependencies. Scientometrics. 108(1). pp.413-423.
Jayasuriya, N.A., Azam, S.F. and Ferdous, M., 2017. The impact of social media marketing on
brand equity: A study of fashion-wear retail in Sri Lanka. International Review of
Management and Marketing, 7(5), pp.178-183.
Kwahk, K.Y. and Kim, B., 2017. Effects of social media on consumers’ purchase decisions:
evidence from Taobao. Service Business. 11(4). pp.803-829.
Laksamana, P., 2018. Impact of social media marketing on purchase intention and brand loyalty:
Evidence from Indonesia’s banking industry. International Review of Management
and Marketing, 8(1), pp.13-18.
Leavy, P., 2016. Essentials of transdisciplinary research: Using problem-centered
methodologies. Routledge.
Lim, X. J. and et.al., 2017. The impact of social media influencers on purchase intention and the
mediation effect of customer attitude. Asian Journal of Business Research. 7(2). pp.19-
36.
Naeem, M., 2021. Do social media platforms develop consumer panic buying during the fear of
Covid-19 pandemic. Journal of Retailing and Consumer Services, 58, p.102226.
Permatasari, A. and Kuswadi, E., 2017. The Impact of Social Media on Consumers' Purchase
Intention: A Study of Ecommerce Sites in Jakarta, Indonesia. Review of Integrative
Business and Economics Research, 6, p.321.
Pütter, M., 2017. The impact of social media on consumer buying intention. Marketing, 3(1),
pp.7-13.
Quinlan, C., Carr, J. and Griffin, M., 2019. Business research methods. South Western Cengage.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management.
Rosenfeld, B., Imai, K. and Shapiro, J. N., 2016. An empirical validation study of popular survey
methodologies for sensitive questions. American Journal of Political Science, 60(3),
pp.783-802.
Safia, A., Chai, J., Frimpong, A.N.K. and Akram, U., 2019. The impact of social media
characteristics on e-commerce use behaviour among youth in developing
countries. International Journal of Information Systems and Change
Management. 11(2). pp.188-207.
Sheth, J. N., 2018. How social media will impact marketing media. In Social media
marketing (pp. 3-18). Palgrave Macmillan, Singapore.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of Business Research, 104, pp.333-339.

Stieglitz, S., Mirbabaie, M., Ross, B. and Neuberger, C., 2018. Social media analytics–
Challenges in topic discovery, data collection, and data preparation. International
journal of information management. 39. pp.156-168.
Voramontri, D. and Klieb, L., 2019. Impact of social media on consumer behaviour.
International Journal of Information and Decision Sciences, 11(3), pp.209-233.
Young, W., and et.al., 2017. Can social media be a tool for reducing consumers’ food waste? A
behaviour change experiment by a UK retailer. Resources, Conservation and
Recycling, 117, pp.195-203.
Zhang, Y. and et.al., 2017. Online shopping and social media: friends or foes?. Journal of
Marketing. 81(6). pp.24-41.
Online
About Us. 2020. [Online]. Available Through:<https://www.tescoplc.com/about/>.

APPENDIX
Questionnaire
Name:
Age:
Gender:
Q1. Are you aware of the concept of use of social media?
 Yes
 No
Q2. Does your company make the use of the social media in order to market the product and
services of company?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
Q3. Does the social media have any impact over the buying decision of youth?
 Yes
 No
Q4. What is the impact of social media over the buying decision of the consumer is social
media is optimally used?
 Positive
 Negative
 No impact
Q5. What are the different types of the methods through which company can create impact
over youth buying decision?
 Building awareness relating to product of company
 Social proof
 Social media influencers
 All of the above
Q6. What is the benefit of using the social media as a influencer for youth consumer decision-
making?

 Increase in brand awareness
 Increase in market share
 Assist in facing competition
 All of the above
Q7. Is there any issue of the challenges which company might face in order to manage the
social media in influencing the behaviour of consumer?
 Yes
 No
Q8. From the following which are the major type of challenges which company face in using
social media as influencer over buying behaviour of consumer?
 Targeting the right audience
 Expensive process
 Frequent changes in need and preference of consumers
 All of the above
Q9. What are some of the recommendation which assist the company in creating better image
with help of social media to influence the consumer buying decision?