Can Social Media be used as a Marketing Tool to Influence Consumer Buyer Behaviours in London?
INTRODUCTION
Research Background
Significance of the Research Study
State Research Aim and Objectives
The main aim of this research will be to examine can social media be used as a marketing tool to influence consumer buyer behaviours in London. The research will be based on following objectives:
To examine the use of social media as a marketing tool by firms in London
To examine the perception of consumers of London towards the social media marketing
To highlight the benefits of social media marketing for consumers
Research Questions
The research is based on following research questions:
How social media is used as a marketing tool by firms in London?
What is the perception of consumers of London towards the social media marketing?
What are the benefits of social media marketing for consumers
Structure of the Study
LITERATURE REVIEW
Marketing definition
Social Network Communities
Characteristics of an Online Community
Social Networking Websites
Popular Social Media Networks
- Facebook
- Twitter
- LinkedIn
- MySpace
Social Media Tools for Sharing
Impact of Social Media
Online Community and Social Media Marketing
Use of Social Media Networks
Persuasion and Opinion Shaping
Consumer Behaviour in Social Networks
RESEARCH METHODOLOGY
Research Philosophy
The research has adopted quantitative research method for conducting this study. For this, the research philosophy for quantitative research method was positivist philosophy (Kumar, 2007, 34). This was focused on testing the theory by developing questions and then identifying quantifiable responses for them for testing the hypothesis
Research Design and Approach
The research approach for this research was quantitative (Deductive). Furthermore, for this research the instrument or research was a questionnaire survey in order to develop an understanding and verify the existing literature. Furthermore, this design has helped in obtaining consumers' opinion and linking the results with research aims and objectives.
Apart from literature review, quantitative data will be collected for this report. The quantitative data for this project was collected by getting a questionnaire filled by employees of a company.
Data Collection Method
The research has adopted mixed research method, thereby using two methods for collecting the information for the study. These methods include secondary sources as qualitative part of the study, and primary sources as quantitative part of the study. For conducting this study, the methods were analysed and cautiously selected, with considering a number of factors, such as cost, purpose, objectives, accessibility, and the amount of time allotted.
Primary Method for Data Collection
Participants
The questionnaire survey was conducted from 55 consumers who are users of social media networks.
Reliability
Validity
Limitations
Justification
RESULTS AND ANALYSIS
Results
Benefits of Social Media for Consumers in London
CONCLUSION