Unit 8: Research Project
SOCIAL MEDIA MARKETING AND ITS IMPACTS ON CONSUMER BEHAVIOUR: THE CONTEXT OF SAINSBURY’S
This research paper is concentrated on the use of social media by business organizations and the impacts of social media on consumer behavior. In the research, the analysis has been concentrated to show the use of social media by the organizations like Sainsbury’s. In research, it is seen that Sainsbury’s is using different social networking sites to reach its target customers. The organization uses Facebook pages, Twitter pages, and YouTube channels to promote its brand as well as its products. All these have added significant value to the organization. The advertisement cost of the organization has decreased a lot.
A survey has been conducted to learn the perception of the general organizations and the consumers regarding the use and impacts of social media. In the research, it has been found that most organizations use a combination of different social networking sites. They post regularly on the pages of the organization to promote the brand.
In the research, the views of the consumers have also been analyzed. It has been seen that almost all the participants in the survey use multiple social networking sites and they spend a significant amount of time in browsing the social media sites. They love to go through the pages of the organizations to learn about the features of the products. They think that their buying decision is largely influenced by the information of social media. They have also been found to be interested to share their buying experience on social media to a significant extent.
Table of Contents
1.1 Introduction (AC 1.1)
1.1.1 Research Topic.
1.1.2 Background of the research.
1.1.3 Aim, objectives and questions of the research.
Aim of the research.
Questions of the research.
1.2 Rationale of the research (AC 1.2)
1.3 Literature Review (AC 1.3)
1.3.1 Social Media Marketing.
1.3.2 Consumer Behaviour
1.3.3 Conceptual framework of this research.
1.4 Research methodology (AC 1.4)
1.5 Time plan of the research.
2.1 Research investigation.
2.2 Data collection and analysis method.
2.3 Sampling method.
2.4 Ethical consideration.
3.1 Results and Discussions.
3.1.1 Finding and analysis.
Consumer-level Data Analysis:
3.1.2 Limitations of the research.
3.2 Conclusion and Recommendations.
1.1 Introduction (AC 1.1)
The term ‘Social Media’, the buzzword of 21st century, have marked its influence in almost every sphere of people’s daily life. Social media is a platform the enables the users to express and share their feelings, emotions, thoughts and attachments with their different counterparts in society (Social Media Marketing, 2014). It is one of the most efficient ways for people to connect with each other as they are doing for millions of years. The most significant things about social media are: (a) it has eliminated the constraints of time and distance that existed in the traditional modes of communication; (b) enabled people to share one message with multiple audiences by using the multimedia tools and (c) ushered the use of very simple tools that are manageable for people with minimal knowledge regarding the platform.
1.1.1 Research Topic
The research topic is “Social media marketing and its impacts on the consumer behavior: A case study of Sainsbury’s”
1.1.2 Background of the research
In the last couple of decades, online social media has experienced a phenomenal expansion. Facebook is the most popular social network site that currently has approximately 1.3 billion user of which nearly 50% log in every day. Twitter, another micro-blogging social network site that has nearly 225 million users of which people post around 500 million tweets every day. In the case of YouTube, there are more than I billion people who visit the video-sharing site and spend nearly 6 billion hours watching different videos. Whereas there are approximately 181 million blogs the people read every day around the world (Singh and Diamond, 2014).
Sainsbury’s is one of the largest and leading retailers in the UK that has a current market share of approximately 16.8% of the whole retail market. The company has recently diversified its services in two sectors like finance and energy solutions. The company is using popular social media to promote its business products and deliverables. The company has taken social media as an important platform to expand the exposure of its business. From the social media platform, it has been found that the company is currently using 4 Twitter pages, one Facebook page, one YouTube channel and one Flikr profile. All these have contributed a lot to the business of the organization.
1.1.3 Aim, objectives and questions of the research
Aim of the research
The aim of this research is to investigate the use of social media and its impacts on the consumer behavior of Sainsbury’s.
Objectives of the research
The objective statement of the research will include the following set of objectives;
- To discover the use and impacts of social media on customer behavior of Sainsbury’s.
- To discuss the social media activities of Sainsbury’s to promote its business
- To discuss the social media strategy of Sainsbury’s.
- To provide a profound understanding of social media potential implications for Sainsbury’s and other retail companies.
Questions of the research
In order to achieve the objectives, the following questions will be answered.
- To what extent Sainsbury’s is using social media to promote its products?
- What is the significant output of investment if social media exposure?
- How do the customers respond to the social media activities of the company?
- How does social media contribute to the revenue of the organization?
1.1.4 Scope of the research
This research will approach to find out the uses of social networks in order to promote the products of a company like Sainsbury’s. The research will also focus on the identification of the impacts of consumer behavior of Sainsbury’s. In order to conduct the research primary, data will be collected regarding the use and impact of social media on consumer behavior. The general consumer of the company will be surveyed to collect data. The sample of 100 participants will be surveyed through the questionnaire. The researcher will identify the use of different networking sites like Twitter, Facebook, YouTube, etc. the customer behavior like customer loyalty, customer satisfaction/dissatisfaction, etc. will be discussed in this research (Social Media Marketing, 2016)…………………..