Table of Contents
1.1 Research Background.
1.3 Research rationale.
1.4 Purpose for undertaking the study.
1.5 Research Problem.
1.6 Research questions.
1.7 Research objectives.
1.8 Significance of the study.
2.0 Literature Review
2.1 Consumer Behaviour
2.2 Social media as a marketing tool
2.3 Impact of social media marketing on consumer responses and purchase intention.
2.4 Conceptual framework.
2.5 Literature gap.
3.0 Research Methodologies.
3.1 Research philosophy.
3.2 Research approach.
3.3 Research design.
3.4 Research method.
3.5 Data collection methods.
3.6 Sampling methods.
3.7 Data analysis technique.
3.8 Research Validity and reliability.
3.9 Ethical issues.
4.0 Realistic timelines.
1.1 Research Background
Social media has now been an integral part of people’s lifestyles (Statista, 2017). Social media refers to the different online-based applications that give opportunities to people to generate and exchange content. The users of social media are increasing day by day. In 2010, total users of social media were about 0.97 billion that figure has increased to 2.62 billion in 2018 and will be increased to approximately 3.02 billion in 2021 (Statista, 2018). Duffett (2017) said social media has exceptionally been an important marketing tool in the fashion industry of the UK. Kim and Ko (2012) stated that two communication platforms of social media promote the consumers of luxury brands to communicate, interact and share ideas with their favorite brands regarding their desire products. A study by Mangold and Faulds (2016) disclosed online marketing activities influence 50% of consumers buying decisions about luxury products in the UK. However, the diverse use of social media creates a dilemma for luxury brands (Duffett, 2017).
1.3 Research rationale
Duffett (2017) said social media has transform one-way communication into multi-dimensional communication. Husic and Cicic (2017) stated that social media as a marketing tool is more interactive and influential than traditional marketing tools like TV. Thus, as Gallagher (2018) argues, businesses (mainly luxury brands) in the UK fashion industry are concentrating on social media marketing to corresponds their brands with the customers and influence their purchasing intention. A study by Li and Kambele (2018) disclosed that luxury brands increased their digital marketing costs by 63% since 2013 to $1 billion in 2016, and spending on traditional marketing decreased to 8% in the same time periods. However, Husic and Cicic, M. (2017) said social media as a marketing tool has negative sides besides the positive sides. Therefore, luxury brands in the UK should have a wider knowledge of social media effectively as a marketing tool to influence their consumer purchase intention.
1.4 Purpose for undertaking the study
The purpose of the proposed study is to identify the challenges faced by the UK luxury brands in the way of using social media as a marketing tool to influence their consumer responses as well as purchase intention. Then, the research aims to find out solutions and provide recommendations for the luxury brands of the UK.
1.5 Research Problem
Luxury brands in the UK have always contributed to influence the fashion industry (Kim and Ko, 2012). Ko and Megehee (2012) said social media as a marketing tool has successfully used by luxury brands to interact with their consumers and offer value-added products to the customers. Luxury brands use social media (mainly Facebook and Twitter) as a take-off instrument (Heitanen, 2016). However, Husic and Cicic (2017) stated that luxury brands always try to show uniqueness and exclusivity. That is why they use social network sites and allow their followers to share their ideas and criticize freely that creates difficulties for a luxury brand to manage and maintain its integrity. Advanced technology and lower costs in social media bring facilities for luxury brands to build up relationships with their customers and reduce marketing costs (Mangold and Faulds, 2016), but, in contrast, luxury brands still observe unavoidable risk in social media.
1.6 Research questions
Key research question
How does social media marketing affect customer behaviors in the UK luxury fashion sector?
- How does social media marketing contribute to the UK luxury fashion industry?
- What factors do influence the consumer buying behavior and purchase intention in the UK luxury fashion industry?
- How is social media as a marketing tool effective for promoting customers in the luxury fashion industry of the UK?
- What social media marketing tactics and strategies can be applied by UK fashion luxury brands to attract their target and potential customers?
1.7 Research objectives
- To understand the significance of social media as a marketing tool in the UK luxury fashion industry
- To identify the factors that influence the consumer buying behavior and purchase intention in the UK luxury fashion industry
- To assess the effectiveness of social media as a marketing tool for promoting customers in the luxury fashion industry of the UK
- To explore social media marketing tactics and strategies and provide recommendation for the UK fashion luxury brands to stimulate the consumer responses and purchase intention
1.8 Significance of the study
This proposal aims to share information regarding the proposed research with the university/research client. The proposal discloses the initial understanding of the proposed research that will clear the concept of the client what is going to be in the proposed research. On the other hand, the undertaking study will provide suggestions for the luxury fashion brands in the UK in the way of using social media as a marketing tool. The finding of this study will help the luxury fashion brands in the application of social media to attract customers and influence their purchase intention.
2.0 Literature Review
2.1 Consumer Behaviour
2.1. 1 Concept of consumer behavior and perception
Solomon (2018) defines the term ‘consumer behavior’ as the consumer attitudes regarding the purchase and use of products, idea and experience of products, and disposal of products. Blackwell and Engel (2016) said consumer behavior refers to the things that consumers show in searching for a product, buying and using a product, evaluating and recommending a product. Solomon (2018) said if a brand wants to satisfy the consumers it must identify the customer changing needs and their buying behavior.
2.1.2 Factors influencing consumer buying behavior
Kim and Ko (2012) stated that economic development and the increase of people’s disposable income have increased the power of luxury products. That is why the luxury brands are now giving more concentration on marketing activities to influence the target and potential consumer response and purchase intention. In addition, quality is one of the key factors in luxury products that significantly influence consumer responses (Kim and Ko, 2012). Blackwell and Engel (2016) identified four characteristics of luxury brands that influence consumer responses and purchase intention. These four characteristics are exclusivity, high brand awareness, strong brand image, and perceived quality. Solomon (2018) determined that quality, prices and serving style promote sales of luxury products a lot. Solomon et al. (2013) identified that sociological factors, psychological factors, personal factors, and economic factors significantly influence consumer purchase intention…………………