Impact of Social Media Marketing on Consumer Buying Behaviour in the UK - A Study on Morrison's

Impact Of Social Media Marketing (SMM) on Consumer Buying Behaviour Within The UK

Introduction

Background to the research

The impact on social media upon consumer purchasing behaviour has taken the spotlight in today's corporate scene, drawing attention from both scholars and marketers. The rise of social networking sites and the growth of digital technology have significantly changed how customers make purchases. Morrison, a huge which is retail company in UK, it provides different grocery and goods products, renowned for their quality and value. Customers' convenience and happiness are influenced by the large shop network and online presence (Morrison Supermarket Limited, 2023). Although several researches have examined the connection among promotion on social sites and customer behaviour, there is still a vacuum in the body of information on the precise impact in the UK's context (Kizgin, et. al. 2020). With an emphasis on the UK's retail industry and Morrison as a case study, the study's proposal intends to close this gap through investigating the effect of social media advertising on the buying decisions of customers.

The area of SMM and its effect on consumer behaviour has been the subject of multiple studies. Researchers are looking at a number of issues. For instance: how social media affects brand perception, credibility, trust, influences participation and buying intent as well. Studies have also looked into influencer advertising, the efficiency of various social media platforms, and the types of material that connect with customers. However, most of these studies have been carried out in a worldwide or broad perspective, sometimes ignoring the specifics that could exist within specific nation's situations.

Notwithstanding major advancements in comprehending social media marketing's fundamental motion, there hasn't been a thorough investigation of how it affects UK customer buying habits. The UK has a distinct consumer environment that is defined by various cultural impacts, distinctive consumer preferences, and differing rates of electronic use in various areas. Therefore, it is appropriate and crucial to conduct a thorough investigation into the way SMM used by businesses like Morrison affect buyer behaviour in this specific environment (Nash, 2019). In terms of significance, significance, the countries with the highest levels of social media adoption in Europe is seen in the UK, where a significant percentage of people actively uses a variety of platforms. Knowing how social media affects customer purchase decisions has never been more important due to the expansion of e-commerce and the rising incorporation of social commerce features. Additionally, the retail business, as exemplified by firms like Morrison, competes swiftly for customers, so staying on top of evolving consumer habits can be the key to success and failure.

This study uses Morrison as an example to look into previously unsearched areas of the UK retail industry. This study attempts to identify the precise way in which Morrison's social media advertising methods, publishing strategies, and customer engagement efforts influence consumer decision-making processes. Furthermore, this study intends to close the information gap and offer insights to guide advertising strategies specific to the United Kingdom market by probing customer perceptions, views and behaviours (Tajvidi and Karami, 2021). With Morrison performing as a useful case investigation, this research proposal aims to add to the pool of knowledge through investigating the influence on social media marketing and UK consumers' purchasing choices. This study will likely provide insightful information about the distinctive dynamics of the UK market to be social media keeps shifting consumer interactions and preferences. This data will serve as a foundation for businesses operating in this environment to improve their advertising approaches and increase customer loyalty.

Research Aim

The aim behind initiating current study is to investigate the impact of SMM on the buying behaviour of Morrison's.

Research Objectives

• To develop understanding about the concept of SMM and its importance.
• To evaluate factors which impact buying behaviour of customers.
• To ascertain relationship between SMM and buying behaviour of Morrison's customers.
• To identify challenges facing by Morrison's pertaining to SMM.
• To recommend competent SMM strategies to Morrison's which positively influences buying decision of customers.

Literature Review

Concept of social media marketing (SMM) and its impact on customer buying behaviour

In accordance with the views of Eid, et. al. (2020) the theory of SMM has drawn a lot of interest within the business and marketing worlds, particularly because of its potential to affect customer purchasing behaviour in the UK retail sector. It is essential to investigate the complex connection among social media promotion and consumer buying habits as technological advances continue to transform customer relationships and processes for making decisions. Social networking platforms are strategically employed in online marketing to advertise products, interact with customers and create recognition for brands. Retailers are using these platforms in order to interact with their intended consumers and influence shopping decisions since they serve as major communications conduits thanks to platforms like Instagram, Twitter, Facebook, and TikTok. On the critical note, Naeem (2021) said that social media marketing has an influence on consumer purchasing behaviour and has the ability to increase brand awareness, promote customer involvement, and boost sales. Researchers have looked into how online influencer advertising, user-generated reviews and interactive content could pique customers' interest and have a favourable effect upon their intention to make a purchase.

Dolega, Rowe and Branagan (2021) mentioned in their study that gaps in knowledge of the intricate relationships among social media advertising and customer buying behaviour, notably in the context of the UK retail industry. The complexity of cross-platform interaction is one important area of weakness. Studies do recognize the value of particular platforms, but there is little evidence on how a consistent social media strategy throughout multiple platforms affects customer behaviour. In addition, insufficient is known about the impact of new platforms and the way they affect how consumers perceive commodities. However, Kizgin, et. al. (2020) argued that to a direct link between social media use and decisions, others stress the importance of full attribution models that take offline as well as online connections into account. In addition, there is still a need for greater research into how social media advertising affects various consumer groups in the UK. Differences in a person's statistics, such as their age, financial status, and lifestyle, might influence how they react to SMM methods.

Bazi, Filieri and Gorton (2020) defined that there are not many studies looking into the way social media marketing affects certain retail categories, including food and grocery store chains like Morrison, in the larger picture of the retail sector. The distinctive features of the retail industry, where customers frequently make recurring actions, constitute an exciting area for research. An area that is suitable for investigation involves the way Morrison's social media programmes might influence people's choices about their supermarket purchases. On a contradictory note, Nash (2019) defined that, social media marketing initiatives have attracted attention due to ethical issues with data protection and authenticity. Disinformation, influencer open communication, and the collection of personal data are just a few of the concerns why customers are becoming increasingly cautious about the material they engage with, and they all call for an in-depth investigation. The retail industry with a particular emphasis upon social media initiatives might reveal interesting patterns in supermarket shopping. Cao, et. al. (2021) described to create a sophisticated knowledge of the interaction among social media marketing as well as customer buying habits in the UK retail environment, it is crucial to deal with these gaps and issues.

Relationship between social media marketing and customer buying behaviour

Tajvidi and Karami (2021) identified in their study that SMM is now a potent tool for traders to interact with customers, build reputations, and sway their buying decisions. An increasing corpus of studies shows the beneficial effects of SMM upon consumer purchasing patterns. However, Ioanas (2020) argued that sharing interesting and current data on social media sites like Twitter, Instagram, and Facebook may increase brand loyalty, stimulate consumer interest, and boost the rate of conversion. Customer perceives and preferences may be successfully shaped by SMM techniques such as influencer partnerships, interactive advertising, and personalised suggestions.

Gu, et. al. (2021) ascertained the fact that one evident gap relates to the subtle impacts of various SMM tactics on different stages of the purchase process. Studies emphasize SMM's contribution to early brand awareness and thought, but less study has looked at its impact on evaluation and after buying phases. A topic appropriate for investigation is the way SMM retains its impact through the full customer choice process. The compromise between real participation and openly commercial approaches needs to be carefully examined as customers become more discerning. For example, praise for influencers marketing's connection has been met with scepticism owing to concerns about accountability and the possibility of biased endorsements. However, Sama (2019) argued that, there are ethical considerations, particularly when using customer information for targeted SMM campaigns. The conflict between providing personalised experiences and protecting client confidentiality emphasizes the necessity of thorough ethical standards in SMM practices. The body of literature reveals a scarcity of studies investigating customer views and opinions towards privacy of data as well as factors that may affect their purchasing decisions.

Nash (2019) stated that there lack enough thorough cross-industry assessments that take into consideration the variety among retail products and services available. It is essential to investigate whether the connection between SMM and purchasing behaviour varies across sectors since varied retail sectors may cause different customer reactions to SMM techniques. The influence of societal and regional idiosyncrasies on SMM effectiveness in the backdrop of the UK retail business is still understudied. Bazi, Filieri and Gorton (2020) assessed the UK's diversified consumer landscape, particularly are defined by a range of socioeconomic and demographic factors, offer an opportunity to look at the way SMM connects differentially with different demographics.

However, Tajvidi and Karami (2021) argued that The use of new technology, such as augmented reality (AR) and virtual shopping events, as well as the purpose behind developing social networking sites are yet largely unexplored in the literature. A topic ripe for study involves the way these developments influence consumer purchasing behaviour and interact with conventional SMM practices. Scholars may help develop a deeper comprehension of the complex interaction among SMM and consumer purchasing behaviour in the dynamic retail environment of the UK through investigating further into these areas.

Research Methodology

Research design

Qualitative research is appropriate for examining complicated issues while comprehending the root causes that influence the buying habits of consumers. This approach enables an extensive examination of the link among social media marketing and consumer purchasing behaviour. It does this by utilizing deep interviews along with material evaluations on social media platforms. By collecting detailed motives, views, and insights from customers, qualitative approaches will make it possible to understand the nuances of its decision-making processes.

Population of the study

The population for the current research covers UK consumers who participate with social networks and have communicated with Morrison's social media marketing material. The study is going to focus on customers from a range of demographic groups, including those based on gender, income level, age, and region (Newman and Gough, 2020). This broad group of people guarantees a thorough comprehension of how the use of social media marketing affects consumer purchasing behaviour in the UK retail sector.

Sample

A sample size of about 30 customers of Morrison's will be selected via simple random sampling approach. This size is seen to be suitable for qualitative research since it allows in-depth study while assuring manageable data gathering and processing. Morrison will choose the participants according on how people engage with its social media material, assuring a balance of devoted consumers and potential purchases. The sample will continue to be diverse by include individuals from different age groups and geographical areas of the UK.

Research Instrument

Survey will be done via questionnaire, which contains both close & open ended questions, with the motive to meet research objectives. The purpose of survey is to learn how participants feel regarding Morrison's social media marketing initiatives, how they engage with the content, and the way these interactions affect what they buy. This survey attempts to achieve its goals for research by using a well-designed questionnaire with a mix of closed- and open-ended questions. It aims to learn more about how consumers feel about Morrison's social media marketing, the way they interact with the content, as well as how it affects when they purchase.

Data collection procedure

Techniques of data collection are mainly two such as primary and secondary which scholar can use for evaluating research problem (Mishra and Alok, 2022). In the current stud, to ascertain the influence of SMM on customer buying decisions both primary and secondary data collection sources will be used. In the context of primary data gathering, survey will be conducted, with the help of questionnaire, on 30 customers of Morriosn's. Moreover, customers have better idea about the extent to which their buying decision is affected from social media advertising or comments. Along with this, books, journals and scholarly articles related to SMM, customer buying behaviour etc will be evaluated for developing brief thesis.

Data analysis

Thematic analysis will be used to analyse the data that has been gathered. To detect recurring themes and patterns, the analysis of content results and survey outcomes are going to be rigorously classified & categorized (Mishra and Alok, 2022). Key insights into the link among social media marketing and client buying habits will be obtained by repeatedly responses and analysing the data. In other words, by taking into account survey's outcome several themes will be drafted. Further, gathered outcomes will also be supported through the means of tables, graphs and critical analysis performed in LR section.

Ethical Considerations

This study, whose emphasis is on Morrison and investigates which social media marketing affects consumer purchasing behaviour in the UK retail sector, is devoted to preserving moral standards to protect the rights and welfare of all participants. Before taking part, participants will be fully aware of the study's objectives, methods, and any hazards. They are guaranteed the freedom to refuse participation or leave at any time without suffering consequences. To guarantee confidentiality, data will be safely maintained only those in the study team will have access to it.

There will be safeguards in place to lessen any possible emotional or psychological harm to participants. During survey, care will be used to make sure that participants feel comfortable sharing their viewpoints. After the research is finished, respondents will have the option of getting an overview of the results. We will respect their preferences for how findings are communicated. Throughout the whole study, data protection laws will be followed. Any data gathered will be kept and stored securely in accordance with the relevant regulations and laws.

Timeframe

The timetable gives the research project an organised structure and ensures that each step is fully addressed while maintaining adherence to the demands of assignment and deadlines. I try to keep a balanced approach by designating certain weeks to each section, giving me enough of time for in-depth study, evaluation, and documentation. Maintaining regular contact with the supervisor can guarantee adherence to the suggested timeline and hasten up the completion of the study.

References

Books and Journals

• Bazi, S., Filieri, R. and Gorton, M., 2020. Customers' motivation to engage with luxury brands on social media. Journal of Business Research, 112, pp.223-235.
• Cao, D., Meadows, M., Wong, D. and Xia, S., 2021. Understanding consumers' social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122, pp.835-846.
• Dolega, L., Rowe, F. and Branagan, E., 2021. Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60, p.102501.
• Eid, R., Abdelmoety, Z. and Agag, G., 2020. Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs. Journal of Business & Industrial Marketing, 35(2), pp.284-305.
• Gu, S., ?lusarczyk, B., Hajizada, S., Kovalyova, I. and Sakhbieva, A., 2021. Impact of the covid-19 pandemic on online consumer purchasing behavior. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), pp.2263-2281.
• Ioanas, E., 2020. Social media and its impact on consumers behavior. Jurnal Analisa Kesehatan, 1(1), pp.1-1.
• Kizgin, H., Dey, B.L., Dwivedi, Y.K., Hughes, L., Jamal, A., Jones, P., Kronemann, B., Laroche, M., Peñaloza, L., Richard, M.O. and Rana, N.P., 2020. The impact of social media on consumer acculturation: Current challenges, opportunities, and an agenda for research and practice. International Journal of Information Management, 51, p.102026.
• Mishra, S.B. and Alok, S., 2022. Handbook of research methodology.
• 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.
• Nash, J., 2019. Exploring how social media platforms influence fashion consumer decisions in the UK retail sector. Journal of Fashion Marketing and Management: An International Journal, 23(1), pp.82-103.
• Nash, J., 2019. Exploring how social media platforms influence fashion consumer decisions in the UK retail sector. Journal of Fashion Marketing and Management: An International Journal, 23(1), pp.82-103.
• Newman, M. and Gough, D., 2020. Systematic reviews in educational research: Methodology, perspectives and application. Systematic reviews in educational research: Methodology, perspectives and application, pp.3-22.
• Sama, R., 2019. Impact of media advertisements on consumer behaviour. Journal of Creative Communications, 14(1), pp.54-68.
• Tajvidi, R. and Karami, A., 2021. The effect of social media on firm performance. Computers in Human Behavior, 115, p.105174.
• Tajvidi, R. and Karami, A., 2021. The effect of social media on firm performance. Computers in Human Behavior, 115, p.105174.

Online

• Morrison Supermarket Limited. 2023. Online. Available through. :https://groceries.morrisons.com/webshop/startWebshop.do.