Business and Management Project Case Study

Introduction - How Social Media Marketing Influences M&S Customer Behavior

Background

To better understand how social media marketing (SMM) affects customer choices inside the UK fashion industry, this research will concentrate n Marks and Spencer (M&S) a well-known retailer (McIntyre, 2021). Determining the precise effect of SMM on M&S’s clientele will be helpful for professionals and scholars in the business as online channels continue to alter buyer behavior in the ever-changing fashion retail scene.

Aims and Objectives

Aim

The aim of current study is to ascertain the influence of SMM on the buying of M&S customers.

Objectives

• To develop understanding about the concept of SMM and its significance
• To analyze factors which impact buying decision of customers’ within fashion industry
• To analyze relationship between SMM and customer decision making within M&S
• To recommend competent SMM strategies to M&S for enticing decision making of customers.

Research Questions

Q1. What is SMM and why it is significant for fashion business?

Q2. Which factors entice buying decision of customers?

Q3. How SMM impacts buying decisions of M&S customers?

Rationale

The study tackles the urgent problem of comprehending how SMM affects customer purchasing decisions within the UK fashion industry, with a particular emphasis on M&S (Voramontri, 2019). customers are using social media more and more to make decisions about fashion as a result of the changing digital world. Examining this matter is essential right now to modify marketing tactics. The objective of the study is to provide information that will help M&S as well as business experts navigate current customer behaviors and maximize marketing initiatives.

Significance

It advances knowledge of the changing relationships among SMM as well as customer behavior within the UK fashion industry, this research is important to academics (Dolega, 2021). The result will provide useful information for businesses particularly those within the M&S sector, on how to improve consumer interaction optimize marketing tactics, as well as maintain competitiveness in the quickly evolving online market.

Literature Review

Social media marketing and its significance

In accordance with the views of Li (2021) Social media marketing, which has both advantages and disadvantages for businesses, is now a vital component of modern company plans. Positively, social media is an effective instrument for promoting brands that enable companies to connect with worldwide consumers at a never-before-seen rapidity and effectiveness. Social networking channels like, facebook, instagram, etc. allow for targeted advertisement which increases brand awareness among particular demographics and expands the company’s reach into new markets. Ebrahim (2020) stated thatsocial media makes it easier for businesses and customers to communicate directly, which promotes trust as well as company loyalty. By interacting with consumers via messages, comments as well as customized content, brands may foster a feeling of camaraderie. In addition to fostering stronger bonds between parties, this interaction offers insightful data on customer interests and behavior that helps improve marketing tactics.

However, Jin (2019) argued that there are drawbacks to social media marketing’s widespread use as well. Customer exhaustion and data overload may result from an ongoing flood of information. When people consciously ignore ad content or get desensitized to it, advertising may lose some of its impact due to overexposure. Also, social media’s rapid nature might magnify unfavorable comments and emergencies. A single unfavorable event has the potential to spiral out of control and harm one’s reputation. To lessen the effects of any crises, businesses need to exercise caution when maintaining their internet visibility.

To sum up, there are both benefits and drawbacks to SMM. While it offers unmatched chances for customer interaction as well a brand promotion, there are also hazards associated with information overloading advertising exhaustion and harm to reputation. To fully capitalize on SMM, businesses need to find a happy medium between user experience as well as advertising, utilizing targeted strategies that appeal to their intended customer base.

Factors which impact buying decision of customers

According to the views of Zhang (2020) the buying choices of consumer s are impacted by a wide range of circumstances as well as the theory of planned behavior (TPB) as well as Maslow’s hierarchy of needs are the two well-known theories that help explain this observation. According to the TPB, the three major factors influence people’s buying choices that are attitudes toward the behavior, subjective norms as well as perceived behavioral control. Beneficial sentiments towards an item, favorable peers or societal norm impact, as well as an imagined feeling of control or ability to decide on the choice to buy are some of the beneficial aspects that influence purchasing decisions. A clients’ choice to purchase, for example, is going to be beneficial if they feel that a specific fashion product fits with their beliefs and choices, get positive feedback from friends as well as find the purchasing procedure easy. On the critical note, Hanaysha (2021) said that negative elements under TPB could include perceived societal disapproval, bad sentiments towards an item, or barriers to purchase. Consumers may be discouraged from buying by a bad attitude towards a fashion product, worries regarding how society would perceive it or challenges with the purchasing procedure.

Gu et al, (2021) identified in their study that a person’s needs may vary from fundamental physiological demands to higher-level psychological demands, according to Maslow’s theory. Consistent with meeting higher-order goals like self-actualization as well as esteem this beneficial variables impact purchasing decisions. Choices about what to buy are influenced favorably by purchases that promote one’s social standing, sense of self or individual growth. On the contradictory note, L?z?roiu etal, (2020) defined that items that fall short of basic requirements or do not correspond with the client’s intended degree of self-fulfillment could be considered unfavorable factors.

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Relation between SMM and customer buying behavior

Arora (2020) examined the theories provide a thorough explanation of the connection between SMM and consumer purchasing behavior.According to the social influence theory which holds that people are impacted by the actions and viewpoints of other, helps to explain how favorable effects of SMM on consumer purchasing behavior. Consumers have a place to post their feedback, suggestions as well as experiences on social networking sites. Purchase decisions made by potential consumers can be greatly influenced by favorable evaluations, recommendations and testimonies posted on social media by friends or experts. Sharma (2020) describedA consumer’ s opinion of an item or company may be positively impacted and encouraged to buy by the feeling of social reinforcement and conformance that they receive from favorable interactions and referrals.

Nekmahmud et al, (2022) mentioned in their study that the informational social influence theory explains the detrimental effects of SMM on consumer pursing behavior. According to this theory, when people are uncertain, they turn to others for knowledge. However, on social media, false information, unfavorable comments, or controversies involving a business can become viral quickly and have a detrimental impact on prospective customers. Consumers may rethink their purchasing decisions as a result of a single unfavorable post or comment that raises questions and concerns. This emphasizes the way easily brands may be influenced negatively by society and how crucial it is to manage one’ digital reputation.

Literature Gap

A thorough summary of the effect of SMM on customer purchasing behavior and the variables affecting choices regarding purchase is given by the studied literature. But there is a noticeable lack of research on the complex interactions that occur between various social media channels and customer behavior within the UK fashion industry, especially when it comes to a well known brand such as M&S. Gaining knowledge of social media site characteristics and interactions between brands could provide distinctive insights that are essential for customizing marketing plans that work. To the current body of understanding, additional study on the unique qualities of networks and brand interaction within the fashion industry could be highly beneficial.

Research Methodology

Research Type

In this research qualitative research type will be used by the utilizing of survey to gather information (Pandey, 2021). A sample that is representative of M&S consumers within the UK fashion industry will be given questionnaires to complete to learn about how they feel as well as their views of the influence of SMM on their purchasing decisions. Because the study is qualitative, it offers an improved comprehension of peoples’ beliefs, tastes and driving forces. This helps to explain the complex relationship among SMM and customer behavior in the M&S context.

Research Approach

Concentrating on obtaining objective information through surveys, the research uses an inductive approach to recognize themesas well as aspects of customer buying behavior that are influenced by SMM (Mehrad, 2019). During a guided approach where respondents can share their facts as well as views, a wider understanding of the ever-evolving connection between M&S’s social networking advertising practices as well as consumer requirements within the UK fashion sector will be achieved. Cautiously analyzed the qualitative information to uncover key findings as well as enhance existing comprehension.

Research Philosophy

This utilizes the interpretive approach to inspect the importance as well as opinions of M&S customers within the fashion industry on the effect of SMM on their sales performance (amminen, 2020). This study attempts to look at the various opinions as well characteristics of people by qualitative methods involving questionnaires. A better comprehension of the relationship between SMM as well as buying behavior in M&S is possible by interpretation, which permits a deeper comprehension of the a variety of socio-cultural aspects that effect consumer choices in this industry.

Data Collection

Both primaries as well as secondary techniques approach may be utilized on this examine to gather statistics. Survey aimed toward M&S purchasers inside the style venture could be utilized to build up number one statistics on the basis that they might offer their interpretation as well as views (Lobe, 2020). In addition, secondary data on SMM as well as patron shopping for behavior could be accumulating from probable sources, including books, journals as well as educational articles. Such statistics will provide a radical comprehension of modern-day theories and expertise on this area. The integration of each number one in addition to secondary statistics will increase the research’s profundity as well as reliability, offering a complete outlook at the topic’s issue.

Sampling

A probabilistic method can be used withinside the procedure of take a look at, specifically thru using easy random sampling (Berndt, 2020). Using a random choice procedure, 30 MandS customers withinside the UK style enterprise can be selected to participate in those surveys. By making certain that each patron has a truthful opportunity to be worried withinside the research, this technique promotes the representativeness of the bigger patron base. To enhance the reliability and generality of outcomes addressing the have an impact on of SMM on purchaser shopping behavior at M&S, the take a look at makes use of this sampling to gather quite a few viewpoints.

Data Analysis

Thematic investigation is utilized based on subjective data collected from MandS clients within the British design industry through surveys (Hariri, 2019). This consider will center on finding repeating patterns and topics on how SMM impacts customer acquiring choices. The approach utilized permits for a efficient examination of subjective reactions, coming about in significant understanding and knowledge into the relationship between MandS's social media methodologies and the industry's ever-changing deals hones. British fashion.

Ethical Considerations

The moral perspectives of the inquire about will be given beat need and rectify referencing as well as protection rules will be closely taken after. The comes about of the ponder will be anonymized to secure the security of the respondents (Suri, 2020). To appropriately credit past inquire about fitting quotation rules will moreover be followed to.The team of researchers will maintain honesty and openness, making sure that the study complies with ethical standards and encourages a reliable and considerate method of obtaining and disseminating data about how SMM affects consumer purchasing decisions within the UK fashion industry with a particular emphasis on M&S.

Reliability and Validity

It is crucial to guarantee the validity as well as trustworthiness of this investigation. Sources for information will be genuine and current, including the most recent information on buyer habits as well as SMM inside the fashion industry, to improve trustworthiness (Rose, 2020). To ensure that the study precisely reflects the essential factors connected to the effect of SMM on customer purchasing behavior, careful choice of keywords throughout the literature evaluation and questionnaire layout would be beneficial to the credibility of the study. The objective of this methodology is to generate reliable and substantial results that significantly advance comprehension of the topic, especially concerning M&S.

Research Limitations

The research recognizes some inherent constraints resulting from its design. Financial limitations could restrict the amount of information that is collected, which could have an impact on how thorough the investigation is (Ross, 2019). Time restrictions may affect how thoroughly data is analyzed and interpreted. Also, the amount of study that is conducted may vary depending on the funding that is accessible. Notwithstanding these obstacles, the research will assiduously work around them to generate insightful data about how SMM affects customer purchasing patterns inside this industry with a particular highlighting on M&S.

References

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