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