1. Introduction
Link between consumer buying behaviour and social media is strengthening following the growing popularity of social medial platforms among large number of subscribers (Forbes & Forbes, 2013; Liu, 2013). Therefore, the problem statement is as follows:
1.1. Problem Statement
Social media is shaping buying behaviour of consumers into different dimensions such as loyalty, buying decision, preferences, etc. The proposed research aims to dig into this tendency of modern consumer based on the influence of social media.
1.2. Research Objectives
2. Background
Technological advancement that accelerated over past few decades has a strong impact on almost all walks of life where business is no exception. Web 2 (now coupled with 3G and 4G) is one of the revolutionary inventions that provided a solid base for social networking through social media platforms (Sauter, 2013). With the passage of time, people are getting more and more attracted to the features of social media websites and newer and newer developments being introduced in this dimension (Bughin, 2015).
Marketing managers are always seeking crowded places to implement their strategies effectively attracting maximum attention of their target audience. Today, some of the most popular social media platforms including Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc. are, certainly, more over-crowded than any physical venue or place. Findings of different studies show that social media subscribers receive good impact from their marketing efforts. Apart from this, it is also a source of social influence that is mainly based on word of mouth (WOM) marketing. Not only this, but today’s consumer is much more judgmental and uses social media as a source for aninvestigation into different dimensions associated with his buying behaviour (Forbes & Forbes, 2013; Liu, 2013; Yu, 2014; Mangold & Faulds, 2009).
3. Research Questions
RQ2: What is the relationship between social media marketing and consumer buying behaviour?
RQ3: How can we develop better social media marketing strategies to influence consumer buying behaviour?
RQ4: What are effective social media platforms affecting the social media marketing?
Conceptual Framework:
4. Methodology
4.1. Research Approach
4.2. Research Design
Fundamentally, there are two broad types of research designs in practice that include qualitative and quantitative research. Some studies are also based on the mixture of both. Both of them have their own merits and demerits, so final choice must be appropriate to key objectives of the research (Creswell, 2003).
The researcher aims to adopt quantitative approach to the research being proposed. Quantitative research, as the name implies, is mainly based on the information that is quantifiable and numerically measurable. One of the biggest advantages of quantitative study is that it would provide exact scale to evaluate different trends with regard to any case of the study. Results can easily be presented and analysed without using any complicated techniques or methods. In most of the cases, simple statistical tools suffice.
Another reason for choosing quantitative approach is that the data regarding consumer buying behaviour with reference to the influence of social media is easily available on authentic electronic sources that the researcher can select for the purpose of synthesis between primary and secondary information. The researcher is not in position to use qualitative method due to time and budget constraints (as it requires much travelling and time for conducting direct interviews and panel group discussions) (Kothari, 2004). Since online questionnaire is being devised, online participants are more inclined to answer close-ended questions than they respond to open-ended ones. Therefore, quantitative technique is appropriate to the nature and purpose of the study.
5. Data Collection
5.1. Primary Data Collection
Primary research refers to collection of information from first-hand sources of data such as interviews observations, groups discussions, etc (Kothari, 2004). The proposed research will partially be based on this method of data collection. As for sources of data collection and sampling, the researcher aims to target a sample population of 100 social media subscribers belonging to different genders, age groups, and level of income. The sampling is done on the basis of random method. Any non-random sampling technique would not be suitable due to huge size of target population. Furthermore, the researcher has selected this sampling technique also because he aims to avoid bias throughout the research process.
The size of the sample population is devised in accordance with nature and purpose of the research. Larger size than that requires more time than allocated. And, findings cannot rationally be generalised if size is cut down to a smaller number. Therefore, 100 respondents is an appropriate size for a qualitative research directed towards a subject matter centred on the relationship between social networking and business in general. These participants will be reached via Email, as the researcher intends to conduct an online questionnaire consisting of different close-ended questions. A semi structured questionnaire will be administrated to the sample population of 100 participants (as discussed above).
5.2. Secondary Data Collection
Secondary or second-hand data collection is the name of collecting data from existing literature or referring to already conducted studies for this purpose (Kothari, 2004). The researcher will collect such information from books, journals, news, and authentic electronic sources. Secondary data will help develop theoretical and conceptual insight into the case of the study along with providing some empirical evidences.
6. Data Analysis
The findings will be represented in diagrammatic form and will be analyzed through the method of triangulation. Triangulation is used to verify the findings of data collected from two or more sources (Kothari, 2004). Therefore, a synthesis will be conducted between literature review and the results of questionnaire to assess the validity, significance, and applicability of key findings.
7. Timescale
The research will be completed within one year following the timescale provided as follows:
List of References
Bughin, J. (2015). Getting a sharper picture of social media’s influence.McKinsey. Available from http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/getting-a-sharper-picture-of-social-medias-influence [Accessed 20 July 2016]
Creswell, J. (2003). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. London: Sage. Available from http://ucalgary.ca/paed/files/paed/2003_creswell_a-framework-for-design.pdf [Accessed 20 July 2016]
Forbes, L. P., & Forbes, L. P. (2013). Does Social Media Influence Consumer Buying Behavior? An Investigation Of Recommendations And Purchases. Journal of Business & Economics Research (JBER), vol. 11, no. 2, pp. 107. doi:10.19030/jber.v11i2.7623. Available from http://cluteinstitute.com/ojs/index.php/JBER/article/viewFile/7623/7689 [Accessed 20 July 2016]
Kothari, C. R. (2004). Research Methodology: Methods & techniques. New Age International (P) Ltd. Available from https://books.google.com/books?id=hZ9wSHysQDYC&printsec=frontcover&dq=Kothari,+C.+R.+(2004).+Research+methodology:+Methods+%26+techniques&hl=en&sa=X&ved=0ahUKEwij-JnBoYLOAhXiDsAKHWIUAUYQ6AEIGjAA#v=onepage&q=Kothari%2C%20C.%20R.%20(2004).%20Research%20methodology%3A%20Methods%20%26%20techniques&f=false [Accessed 20 July 2016]
Liu, T. (2013). The Impact of Social Networking Usage on Consumer Buying Behavior of College Students in China. Proceedings of the 2013 International Conference on Advances in Social Science, Humanities, and Management. doi:10.2991/asshm-13.2013.163. Available from http://www.atlantis-press.com/php/download_paper.php?id=10741 [Accessed 20 July 2016]
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365. Available from https://www.researchgate.net/profile/David_Faulds/publication/222415599_Social_media_The_new_hybrid_element_of_the_promotion_mix/links/00463532845a0100af000000.pdf [Accessed 20 July 2016]
Sauter, M. (2013). 3g, 4g and beyond: Bringing networks, devices, and the web together. Chichester, West Sussex: John Wiley and Sons. Available from https://books.google.com/books?id=TEa0yDByYmQC&pg=PT221&lpg=PT221&dq=Sauter,+M.+(2013).+3g,+4g+and+beyond:+Bringing+networks,+devices,+and+the+web+together.&source=bl&ots=AUvEPCujrE&sig=iFv-q3uca_gisfY3RJsDtHj6SA4&hl=en&sa=X&ved=0ahUKEwikyoLDooLOAhWnDcAKHSj0B0wQ6AEILDAE#v=onepage&q&f=false [Accessed 20 July 2016]
Yu, H. (2014). The effect of social media comment on Chinese consumers' attitude toward the brand. Available from http://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=4942&context=etd [Accessed 20 July 2016]
Appendix 1
The research will follow the structure given below:
Appendix 2
Ethical Considerations
The researcher will suspend his personal bias (if any) throughout the research.
Personal information of participants will be kept private.
There will be not deliberate attempt towards intellectual property theft, and all the second-hand resources will be referenced properly.
The data will not be used for any other purpose than the purpose of proposed research.
The researcher will be punctual towards his appointments with interviewees.
