MKT510 Social Media on Customer Purchasing Behavior

Title: The role of social media on Customer Purchasing Behaviour among people in India

 Introduction

The emergence of social media has shown a formidable growth among customers in the last three decades, particularly with the technical intervention that has revolutionised the market hugely (Vinerean et al. 2013). Besides, the purchasing behaviour of customers has been influenced by leading brands, which is creating rising demand (Cohen & Arieli, 2011). Social media also puts customers back to the business area so that they can interact with innovative ways.

2. Problem Statement

The main problem that has evolved in this research is the public acceptance and Internet, which promotes organisation’s product and services (Hollebeek, Glynn & Brodie, 2014). It is seen as a way where the ongoing markets tend to communicate with diverse products and brand, and thus becoming a challenge currently. In order, it is witnessed that customer sensitivity is also fading out all the promotional practices and events (Hajli, 2014). However, the promotional focus at present for most organisations is on the mass media than advertisements such as TV, Newspaper, billboards, and Print media.

3. Research Aim and Research Objectives

The aim of the research is to identify the role of social media on Customer Purchasing Behaviour among people in India. However, the research objectives include:

1. To analyse the perception of youths towards online shopping in India
2. To identify the factors that will help to motivate the buyers to shop through the social media platforms
3. To investigate the ways social media networks in India have affected the purchasing behaviour

4. Brief Methodology

4.1. Brief Literature

The literature will include the ideas that would be assessed from the conceptual themes on the topic. Besides, the literature would be developed from critical review of author’s opinions and arguments on the perception of youths on the social media platforms, and the effect it will have on consumer purchasing behaviour (Rapp et al. 2013). Further, the research will be also supported with secondary reference articles.

4.2. Proposed Methods used

The project would include a layer of methods from where the data collection would be framed. At first, the research starts with Positivism philosophy that generalises the concepts of social research while deductive research would be used that tests with the research hypothesis and then formulated with testing of a theory (Fielding, 2012). Further, the Survey research will be used by the researcher, which will be formulated with the help of self-administered questions (Fisher Jr & Stenner, 2011). In case, the data would be analysed with close-ended questions with demographic variables and questions on customer purchasing behaviour in India. However, the questionnaires would be addressed with the help of a Likert scale (5-point), which is underlined from “Strongly Agree” to “Strongly Disagree”.

4.3. Quantitative data

The researcher however has used quantitative data that is defined with the statistical variables and numerical calculations (Bernard & Bernard, 2012). In this research, the researcher will use quantitative data analysis that will be formulated with the help of tables, figures and percentage calculations. Thus, the use of quantitative data will be communicated easily, as the interpretation is easy to compute.

4.4. Data Sources used

In this research, both Primary and Secondary data will be used. For Primary data, the data will be analysed in the findings part with the survey research administered through direct questionnaires. The primary data is regarded as the most important because this will define a practical relevance on how the research is conducted McCusker & Gunaydin, 2015). In order, the secondary data will be assessed from various secondary research articles, peered reviewed journals, books, newspaper articles and scholarly articles (Treiman, 2014). However, the secondary research will be formulated in Literature review where every aspects of the topic will be critically reviewed.

 

 

References

Peered Journals

Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), 66.

Cohen, N., & Arieli, T. (2011). Field research in conflict environments: Methodological challenges and snowball sampling. Journal of Peace Research, 48(4), 423-435.

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.

Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.

Rapp, A., Beitelspacher, L.S., Grewal, D. & Hughes, D.E., (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), pp.547-566.

Fielding, N. G. (2012). Triangulation and mixed methods designs: Data integration with new research technologies. Journal of Mixed Methods Research, 6(2), 124-136.

Fisher Jr, W. P., & Stenner, A. J. (2011). Integrating qualitative and quantitative research approaches via the phenomenological method. International Journal of Multiple Research Approaches, 5(1), 89-103.

Other Sources

Bernard, H.R. & Bernard, H.R., (2012). Social research methods: Qualitative and quantitative approaches. Sage.

McCusker, K. & Gunaydin, S., (2015). Research using qualitative, quantitative or mixed methods and choice based on the research. Perfusion, 30(7), pp.537-542.

Treiman, D.J., (2014). Quantitative data analysis: Doing social research to test ideas. John Wiley & Sons.