Research Project: Social Media Marketing and Zara's Customer Behaviour

This research project investigates the impact of social media marketing on the purchasing behavior of Zara's customers within the UK fashion industry. The study begins with an introduction to social media marketing and its significance, followed by an examination of the factors influencing customer buying behavior in the fashion sector. The research aims to understand the effects of social media marketing on Zara's customer purchasing decisions, recommending strategies for effective social media marketing. The methodology includes an interpretivism research philosophy, an inductive approach, and a mixed-methods research design. Data collection involves both primary and secondary sources, with questionnaires used as a research instrument, and thematic analysis employed for data evaluation. The literature review explores the concept of social media marketing, its importance, and the factors influencing customer behavior, including cultural trends, influencer endorsements, motivation, perception, and social factors. The analysis and findings will interpret the collected data, using frequency distribution for primary data and thematic analysis for secondary data, to present the actual research findings and their implications for Zara's marketing strategies. The project concludes with a critical appraisal, recommendations for further work, and a summary of the findings, offering insights into how social media marketing can be optimized to influence customer behavior and drive sales within the fashion industry.

Research Project

Abstract
Social media marketing is the process of developing content in order to promote products
and services on digital platforms. In the present time, social media is considered as one of the
effective tool of marketing that allow organization to develop awareness, build brand image,
increase profitability and so on. It is vital for business entities to make use of social media
platforms such as Facebook, Instagram, Twitter in order to provide up to date information about
offerings to large number of customers within short time period. There is positive impact of
social media marketing on buying behavior of customers within the fashion industry.

Contents
Abstract............................................................................................................................................2
Chapter 1- INTRODUCTION.........................................................................................................4
Research Aim.........................................................................................................................4
Research objectives:-..............................................................................................................4
Research Questions................................................................................................................4
Rationale for the research.......................................................................................................5
Approach and methodology...................................................................................................5
Chapter Preview.....................................................................................................................5
Chapter 2- Literature Review...........................................................................................................6
Chapter 3- Research Methodology..................................................................................................8
Chapter 4 – Analysis and Findings................................................................................................13
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work.................17
Chapter 6- Conclusion...................................................................................................................17
REFERENCES..............................................................................................................................18

Topic: Research Topic: To ascertain effect related to Social Media marketing
in user purchasing behaviour in reference of fashion industry in UK: A
study on Zara
Chapter 1- INTRODUCTION
Social media marketing is defined as the procedure of developing tailored content for every
social media platform in order to drive engagement and promote business offerings (Aswani, Kar
and Ilavarasan,2018). In addition to this, social media marketing is about connecting with
customers and audiences in order to develop brand awareness and improve market presence. In
the present time period, social media is bigger for organization today as it is one of the effective
ways for company to connect with their audiences, retain customers, build brand, enhance
customer base level, address PR issues with in real time and many more. For the present study,
Zara is taken into consideration. It is a Spanish apparel retail brand that was established in the
year 1975 and headquarters in Spain. The company specialize in fast fashion products such as
Clothing, shoes, accessories, swimwear, beauty and perfumes. The report will cover impact of
social media marketing on the buying behaviour of customers within the fashion industry.
Research Aim
To ascertain effect related to Social Media marketing in user purchasing behaviour in
reference of fashion industry in UK: A study on Zara
Research objectives:-
 To build appropriate understanding related to social media marketing as well as its
significance.
 To study factors impact customer purchasing behaviour within fashion industry.
 To evaluate effect related to social media marketing on purchasing behaviour of Zara's
users.
 To recommend strategies in order to conduct SMM for persuade customers.
Research Questions
 Explain appropriate understanding related to social media marketing as well as its
significance.

 Determine factors impact customer purchasing behaviour within fashion industry.
 What is effect related to social media marketing on purchasing behaviour of Zara's users.
Rationale for the research
One of the main reason of conducting this research is to analyse the impact of social media
marketing on the buying behaviour of Zara's customers. In addition to this, it help investigator in
both context that is personal and professional. In relation to personal, this study allow researcher
to enhance skills such as data analysis, data interpretation, communication, time management
and many more. Moreover, it will also help in conducting further studies in future and grab
opportunities as well.
Approach and methodology
The research approaches and methodology used in the present investigation are
interpretivism research philosophy, inductive approach, quantitative and quantitative research
design etc. In addition to this, both the methods of data collection that is primary and secondary
is used by researcher in order to collect information about the topic(Cole, DeNardin and Clow,
2017). Questionnaire is taken into consideration as a research instrument as it allow researcher to
gather in-depth knowledge about topic. Thematic analysis is used by investigator for analysing as
well as evaluating information in a proper manner.
Chapter Preview
CHAPTER 1: INTRODUCTION
It is the first section of project that provides a basic understanding about topic and allow
reader to gain insight about the topic along with aims and objectives of study.
CHAPTER 2: LITERATURE REVIEW
It is a second section of research that focuses on performing in-depth analysis of the
information that is already being researched by other scholars and professionals. This
information is mainly collected through books, web pages, articles, blogs and so on.
CHAPTER 3: RESEARCH METHODOLOGY
In this section, a detailed information about the methods as well as techniques Used by
researchers for performing the present study is being explained along with the justification of
selecting one. It is an important part of project as it assist in getting idea regarding the validity as

well as reliability of sturdy. It is because the method selected for collecting as well as analyzing
information help in getting idea about accuracy of data presented within the investigation.
CHAPTER 4: ANALYSIS & FINDINGS
Under this section, the information collected through primary and secondary sources will
be interpreted by investigator for presenting the actual finding of research conducted. In this
section, secondary data will be evaluated with the assistance of thematic analysis and for primary
data, frequency distribution method is considered in order to draw outcomes.
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work
In this section, the discussion take place on the basis of secondary data collected. In
addition to this, the alternative methodology for the project is recommended to the investigator.
CHAPTER 6: CONCLUSION
It is a last part of study and herein all the data will be summarized in the form of
conclusion for better understanding of topic. This section is important as it assist in identifying
whether the aims an objectives of study get attained or not.
Chapter 2- Literature Review
Concept of social mediamarketing and its importance within an organisation
As per the view point of Tony Kihl(2019), It is analyze that social media is one of the
important and influential virtual space where an organization promote products and services in
an effective manner. In addition to this, it is analyzed that almost 60% of the world’s population
make use of social media platforms as it help companies to reach large number of customers
within less time. It is stated that social media is an profitable digital marketing platform which
can be used in order to enhance business visibility. Moreover, social media is one of the good
way with interacting and engaging customers for longer time periods which impact positively on
the performance of an organization. It is a cost effective advertising strategy which achieve a
greater return of investment and hold a bigger budget for other marketing as well as other
business payments. Furthermore, It is determined that social media plays vital role within
communication and networking platform as it helped company to develop a voice which is
important in order to improve brand image. It is stated that when customers appreciate the fact
when they post comments on website then it develops a positive mindset of other customers
towards brands which in turn leads to increase in sales and profitability of an organization. There

are also other benefits of social media such as increased traffic, more brand loyalty, marketplace
awareness, improve SEO rankings, customer satisfaction, increase productivity, increase
profitability and many more. In the present time, it is important for every organization to make
use of social media in order to promote and aware customers about its products as well as
services.
Factors affecting customer buying behaviour in the fashion industry
According to Arni Barni, (2019), It is determined that the fashion industry as of now is
worth 3 trillions and is gaining growth at marketplace. In addition to this, the power of fashion
industry to transform people lifestyle is influence over societies. There are various factors that
affecting on the buying behavior of customers in fashion industry. One of the factor is culture
and trends as it is stated that what customers see and observe motivate them to adopt change and
act in similar way to their surroundings. In addition to this, other factors is endorsement from
influencers as nowadays there is increase of social media platforms and herein large number of
customers and influenced by the people they follow on Twitter, Facebook, Instagram and so on.
This shows that instead of relying on traditional marketing method people are more focused
towards online marketing method. Motivation and perception often organization and brand are
important when it comes to fashion consumer decision to purchase or buy a product. It is because
these are driven by their personal attitude and beliefs towards organazation and how it handles
customers. Apart from this, social factor is also undertaken as a factor that impact on the buying
behavior of customers within fashion industry(GABELAIA, 2019). It is significance of
personal identification and self image of fashion industry in the society plays a key role in
affecting fashion consumers to purchase projects. Therefore, while traditional factors that impact
consumers also impact fashion once, but in latter is impacted by various factors which are
exclusive to the fashion industry.
Effect of social media marketing on the buying behaviour of Zara's customers.
As per the view pint of Tendika Johnson, (2020) It is analyze that social media impact on
the buying behavior of customers prevailing within the respective organization. It is determined
that a large share of purchases are take place online now and in the year 2020 it has grown
significantly. It is stated that customers on social media has shortened customer journey which
drive them to buy the product instead of watching it on TV, finding information about product
and so on. The impact of social proof is affecting on the customers buying behavior. In the

present time, the power of influencer on consumer buying decision is high as influencers are the
social media users which have a robust loyal audience that often shows the same interest.
Moreover, it is determined that the availability of information regarding the products as well as
services is easily provided to customers through social media platforms due to which customers
take rapid decision to buy the product. Apart from this, customer reviews are also plays vital role
as most of the consumer first focus on the review of product and then make decision to buy the
product. Therefore, social media allow an individual to take effective decision to buy a product
as well as services from respective organization. It is important for an organization to update all
the information about its offerings on social media platforms on continuous basis as it help in
maintaining performance, sales and profitability level. Furthermore, it is analyzed that Zara
consistently used social media to interact with its customers and managed them to retain for
longer time period.
Chapter 3- Research Methodology
Research methodology is considered as a process to solve research problem or gaining
knowledge about how investigation will be done. In addition to this, it is significant aspect for
researcher which assist in collecting information in an appropriate and effective manner.
Research onion framework is used by investigators in order to explain the research methods used
in the present study. It involves various layers which are as follows:
Research philosophy: It is referred as the way in which data about research is used,
gathered as well as analyzed. Interpretivism and positivism are two research
philosophy(Hanaysha, 2017). Positivism research philosophy believes that reality is observed
and stable from an objective point. On the other side, interpretivism research philosophy
associated with subjective intervention and interpretation. According to the topic, interpretivism
research philosophy is effective and appropriate as it depends on subjective approaches. In
addition to this, it takes less time and resources of investigator and develop positive as well as
valid results.
Research approach: It is a procedure which will be following in investigations with an
object is to evaluate data in an effective manner. There are two types of research approaches
such as inductive and deductive. It is analyzed that deductive research approach develop a set of
hypothesis which need to be confirmed at the time of research procedure Whereas inductive
approach did not consist of element of hypothesis. In the present investigation, inductive

approach is used by researcher in order to assist qualitative study in an effective and systematic
manner.
Research choice: it is one of the significant aspect of research methodology that is of two
types such as quantitative and qualitative. Qualitative research choice is related with human
behavior and give non-numeric data. On the other hand, quantitative research choices associated
with facts and figures and collect numerical information. For the present investigation, both the
methods are used by the researcher for collecting data. Quantitative method assist In collecting
data that is based on facts and figures within less time and cost(Jung and Jeong, 2020). On the
other side, qualitative information help researcher to gain in-depth knowledge about research
topic that is gathered analyzed by professionals due to which valid and reliable conclusion can be
drawn.
Data collection: Another significant aspect of investigation which aid in conducting
research effectively and timely. It is the procedure of collecting primary and secondary
Information by effective and reliable sources. In context to primary, it include data which is
gathered for the first time by various methods such as questionnaire, observation, interview and
many more. The secondary data is collected through articles, journals, online polls and so on. In
the present study, both the methods are used by researcher and for collecting primary data
questionnaire is develop as it help in gaining in-depth information about research topic from the
selected respondent’s.
Sampling: It is referred as the process to select sample size out of the total population.
Probability and non probability sampling are the two methods. In the present study, random
sampling which is a type of probability sampling is used. The main reason of choosing this
method is it help researcher in selecting large sample size in less time period. The 20 customers
of Zara is undertaken as participants for collecting information.
Data analysis: It is another vital aspect for research as it help in analyzing important
information needed for investigation. It is the process of systematically implement techniques to
evaluate data in a proper manner. The different forms of data analysis are frequency distribution
analysis, thematic analysis and many more. In the present study, investigator make use of
thematic analysis and herein different teams are developed for evaluating information related to
the topic. With the assistance of Microsoft Excel application, investigator represent findings in
the form of bar graphs that is easy to understand and interpret as well.

Research limitation: Every research is associated with some kind of limitations such as
cost issues, limited access of information, particular topic, time constraints and many more.
Because of this limitation, SPSS technique will not be used in order to conduct the study(Kim
and Park, 2017). All these limitations has negative influence on the results of investigation which
in turn affect in completion of project in given timeframe.
Access and ethics: it is vital for researcher to follow all the ethical principles in order to
systematically conduct all the activities associated to investigation. It is analyzed that ethical
consideration help in maintaining authenticity related to activities and decline issues as well. The
various ethical principles are transparency, honest, anonymity, informed consent, confidentiality
and many more. There are also other principles of research such as give participants right to
withdraw, avoiding using deceptive practices, declined risk of harm to participants and many
more. All these are the vital principles that should be followed by researcher in the project.
Questionnaire:
Q1. Do you have knowledge about social media marketing?
a)Yes
b) No
Q2. What are the various social media tools used by Zara for marketing its products and services?
a) Facebook
b)Website
c) Instagram
Q3. What is the importance of social media marketing within an organisation?
a) Help in reaching large number of customers
b) Assist in meeting target segment
c) Business growth and success
d) Develop brand image
Q4. According to you, what is the impact of social media marketing on the buying behaviour of customers of
Zara?
a) Positive impact
b) Negative impact
c) Neutral
Q5. As per your view point, what are the factors affecting customer buying behaviour within the fashion
industry?
a) Change in trends
b) Perception and Motivation

c) lifestyle
d) Culture factors
Q6. According to you, is social media marketing help Zara to increase its performance and profitability level?
a) Yes
b) No
Q7. As per your viewpoint, how social media marketing effect on the buying behaviour of Zara's customers?
a) Providing effective knowledge about product
b)Comparing with competitors
c) Easy availability of information
d) Customer Reviews
Q8. What are the benefits gained by Zara with the use of social media marketing?
a) Assess customer experience
b) Improve purchasing decision-making of customers
c) Retain customers
d) Customer feedback
Q9. According to you, is social media marketing promote and encourage customers to follow trends within
fashion industry?
a) Yes
b) No
Q10. Provide some recommendations to the higher authorities of Zara to conduct social media marketing
effectively?
Frequency table
Q1. Do you have knowledge about social media marketing? Frequency
a)Yes 15
b) No 5
Q2. What are the various social media tools used by Zara for marketing its products and
services?
Frequency
a) Facebook 8
b)Website 7
c) Instagram 5
Q3. What is the importance of social media marketing within an organisation? Frequency
a) Help in reaching large number of customers 7
b) Assist in meeting target segment 5
c) Business growth and success 5
d) Develop brand image 3

Q4. According to you, what is the impact of social media marketing on the buying
behaviour of customers of Zara?
Frequency
a) Positive impact 14
b) Negative impact 4
c) Neutral 2
Q5. As per your view point, what are the factors affecting customer buying behaviour
within the fashion industry?
Frequency
a) Change in trends 5
b) Perception and Motivation 5
c) lifestyle 6
d) Culture factors 4
Q6. According to you, is social media marketing help Zara to increase its performance
and profitability level?
Frequency
a) Yes 13
b) No 7
Q7. As per your viewpoint, how social media marketing effect on the buying behaviour
of Zara's customers?
Frequency
a) Providing effective knowledge about product 6
b) Comparing with competitors 5
c) Easy availability of information 4
d) Customer Reviews 5
Q8. What are the benefits gained by Zara with the use of social media marketing? Frequency
a) Assess customer experience 4
b) Improve purchasing decision-making of customers 4
c) Retain customers 7
d) Customer feedback 5
Q9. According to you, is social media marketing promote and encourage customers to
follow trends within fashion industry?
Frequency
a) Yes 12
b) No 8
Chapter 4 – Analysis and Findings
Q1. Do you have knowledge about social media marketing? Frequency
a)Yes 15
b) No 5

a)Yes b) No
0
2
4
6
8
10
12
14
16 15
5
Interpretation: From the above graph, it is Interpreted that out of total 20 respondents,
15 participants have knowledge about social media marketing. In addition to this, 5 participants
have no knowledge about it. It is important to have information about social media marketing in
the present time as most of the companies make use of social media tools in order to promote
their products and share information as well.
Q2. What are the various social media tools used by Zara for marketing its products and
services?
Frequency
a) Facebook 8
b)Website 7
c) Instagram 5

a) Facebook b)Website c) Instagram
0
1
2
3
4
5
6
7
8
9
8
7
5
Interpretation:There are various social media tools used by organization in order to promote
and marketing its offerings. By interpreting the above graph, it is analyzed that Facebook is one
of the social media tool used by Zara for marketing it’s product, which is said by 8 respondents
out of total 20 participants. Another social media that is used is website, which is perceived by 7
respondents. The remaining 5 respondent said that Instagram is one of the effective social media
tool used by respective organization in order to market its product and services.
Q3. What is the importance of social media marketing within an organisation? Frequency
a) Help in reaching large number of customers 7
b) Assist in meeting target segment 5
c) Business growth and success 5
d) Develop brand image 3

a) Help in reaching
large number of
customers
b) Assist in meeting
target segment c) Business growth
and success d) Develop brand
image
0
1
2
3
4
5
6
7
8
7
5 5
3
Interpretation:Social media plays vital role for an organization as it help in reaching
large number of customers rapidly and effectively and is said by 7 participants out of total 20. It
is analyzed from the above graph that social media assist in meeting with target segment and
help an organization to gain growth and success, which is perceived by 5 participants
respectively. The remaining 3 respondents said that it allow organization to develop its brand
image level in an effective manner.
Q4. According to you, what is the impact of social media marketing on the buying
behaviour of customers of Zara?
Frequency
a) Positive impact 14
b) Negative impact 4
c) Neutral 2

a) Positive impact b) Negative impact c) Neutral
0
2
4
6
8
10
12
14
16
14
4
2
Interpretation: By analyzing the above graph, it is said that there is positive impact of
social media marketing on buying behavior of customers, which is said by 14 participants out of
total 20 respondents. The 4 respondent said that there is negative influence of social media
marketing whereas the remaining 2 said that there is no impact of social media marketing on
buying behaviour of customers of respective organization.
Q5. As per your view point, what are the factors affecting customer buying behaviour
within the fashion industry?
Frequency
a) Change in trends 5
b) Perception and Motivation 5
c) lifestyle 6
d) Culture factors 4

a) Change in trends b) Perception and
Motivation c) lifestyle d) Culture factors
0
1
2
3
4
5
6
7
5 5
6
4
Interpretation: By analyzing the above graph, it is said that there is positive impact of
social media marketing on buying behavior of customers, which is said by 14 participants out of
total 20 respondents. The 4 respondent said that there is negative influence of social media
marketing whereas the remaining 2 said that there is no impact of social media marketing on
buying behaviour of customers of respective organization.
Q6. According to you, is social media marketing help Zara to increase its performance
and profitability level?
Frequency
a) Yes 13
b) No 7

a) Yes b) No
0
2
4
6
8
10
12
14 13
7
Interpretation:There are various factors affecting consumer buying believable in the
fashion industry. One of the major factor is lifestyle of people and is perceived by 6 respondents
from the total 20 participants. In addition to this, changing trends and perception as well as
motivation is also the factor that affect on the mind behavior of customers, which is said by 5
participants respectively. It is analyzed that remaining 4 respondents state that culture factor is
also impact customer buying behavior prevailing within the fashion industry.
Q7. As per your viewpoint, how social media marketing effect on the buying behaviour
of Zara's customers?
Frequency
a) Providing effective knowledge about product 6
b) Comparing with competitors 5
c) Easy availability of information 4
d) Customer Reviews 5

a) Providing effective
knowledge about
product
b) Comparing with
competitors c) Easy availability of
information d) Customer Reviews
0
1
2
3
4
5
6
7
6
5
4
5
Interpretation:It is determined from the above study that social media has high
effectiveness in enhancing performance as well as profitability of an organization. It is
interpreted from the above graph that 13 participants from the total 20 respondents is agree with
the point that social media marketing assist respective organization to enhance its performance as
well as profitability level. The remaining 7 participants is not agree with the point.
Q8. What are the benefits gained by Zara with the use of social media marketing? Frequency
a) Assess customer experience 4
b) Improve purchasing decision-making of customers 4
c) Retain customers 7
d) Customer feedback 5

0
2
4
6
8
4 4
7
5
Interpretation:There are many different ways that how social media impact on customer
buying behavior. One of the way is it provides appropriate knowledge regarding products to
customers, which is said by 6 respondents from the total 20. It help customers to compare with
competitors and is perceived by 5 respondents. It is determined that social media marketing
consists of easy availability of information to customers and is said by 4 participants. The
remaining 5 participants said that customer reviews is one of the way through which social
media impact on buying behavior of respective organization customers.
Q9. According to you, is social media marketing promote and encourage customers to
follow trends within fashion industry?
Frequency
a) Yes 12
b) No 8

a) Yes b) No
0
2
4
6
8
10
12
14
12
8
Interpretation:By analyzing the above graph, it is determined that one of the major
benefit that is gained by respective organization with the use of social media marketing is
customer retention, which is said by 7 respondents from the total 20 participants. In addition to
this, the viewpoint of 5 respondents is that it allow company to take customers feedback and
improve it. Apart from this, social media marketing allow business entity to assist customer
experience and improve purchase decision-making of customer, which is said by 4 respondents
respectively.
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for
Further Work
By conducting study on the basis of secondary data, it is analyzed that social media
marketing is vital for organization in order to gain high growth and success. In addition to this, it
is determined that social media marketing allow customers to gain proper knowledge about
product, compare with its competitors, check reviews and many more (Kusumasondjaja, 2018).
All this impact positively on their buying behavior and make them ensure a good decision
towards purchasing of product.
Every research is associated with some kind of limitations. It is analyzed that with the help
of questionnaire researcher is able to gain in-depth information but sometimes respondent did not
take interest and also did not give response honestly and correctly. For this, interview is
considered as an alternative research methodology that help in collecting data and also allow
investigator to gain valid and reliable outcomes.

Chapter 6- Conclusion
From the above study, it has been concluded that social media is one of the important way
by which an organization use to promote its products as well as services. In addition to this,
social media marketing is basically the procedure to develop content for social media platforms
that help in increasing brand awareness, improve customer base level, increase sales and
profitability, develop brand image and so on. It is determined that social media marketing has
positive impact on the buying behavior of customers within the fashion industry. There are
various ways through which social media marketing affect on consumer behavior such as it
provides information easily, help in taking effective decision as customer reviews is provided,
easy comparison and so on. It is important for researcher to select an appropriate method of data
collection and analysis so that an effective as well as valid conclusion can be drawn within
stipulated time period. Moreover, it is determined that questionnaire is one of the effective
research instrument that help in gaining in-depth about topic due to which research aims and
objective is achieved timely and properly.

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