The Impact of Social Media in Influencing Consumer Purchasing Behaviour: A Study of Clothing Retailers (2017)

Consumer Purchasing Behaviour and Social Media Influence Dissertation – The impact of social media on the purchasing behaviour is an area of interest that has gained much interest and study in the 21st century. This dissertation focuses in the ways in which social media has had an effect on the purchasing behaviour and most of the interest in the clothing and retail industry. The first part of the research will take a look at the various ways in which the social media influence has impacted on the purchasing behaviour.

The different stages of purchase will be analysed in the background study, both before purchase, during purchase and after purchase behaviour and the influence of the different forms of social media on the same. The data collection method that has been used during this research is the analytical study design. The researcher distributed questionnaires to a study sampled population, which consisted of university students since they are considered to be the most consumers of social media. The results that were obtained indicted that social media has a very big influence on both the three stages of the purchase process.

The recommendation, review and consumer motivation among others are the motivating factors that make the use of social media have a big influence on the purchasing behaviour of consumers. This research will therefore have a big influence on the marketing strategy that will be used by future clothe retailers. It also gives an insight on the influence of technology and social media to be specific on the purchase behaviour of the modernised internet users. Therefore, more research should be done by clothe retailers on the best way to promote their businesses through social media.

Dissertation objectives

• To determine the role of social media in influencing the pre-purchase phase of the consumer’s purchasing lifecycle
• To determine the role of social media in influencing the purchase phase of the consumer’s purchasing lifecycle
• To determine the role of social media in influencing the post-purchase phase of the consumer’s purchasing lifecycle

• 15,000 words – 64 pages in length
• Excellent use of literature
• Excellent analysis of subject area
• Well written throughout
• Includes questionnaire
• Ideal for marketing students

1 – Introduction
Background of the study
Statement of research
Study objectives
General objective
Specific objectives
Research questions
Significance of the study
The scope of the study
The study limitations
Research structure

2 – Literature Review
Social media
Social media marketing
Consumer purchasing behaviour
The role of social media in influencing the pre-purchase phase
The role of social media in influencing the purchase phase
The role of social media in influencing the post-purchase phase

3 – Research Methodology
Research Design
Population
Sampling Design
Sampling Frame
Sampling Technique
Data Collection Methods
Questionnaires
Research procedures
Data Analysis Methods
Limitations
Ethical Considerations

4 – Results and Findings
Description of the sample
Response Rate
Respondents’ gender
Social Media Sites
Time Spent on Social Media Sites
The role of social media on making purchase judgements
Frequency of Influence of Social media on purchase decisions in clothing Retail Industry
Social Media Influences on the Pre- purchase Stage Analysis in Clothing Retail Industry
Problem recognition
Information search
Evaluation of alternatives
Social Media Influence on the Purchase Stage Analysis in Clothing Retail Industry
Consumer Attitude in Purchase Stage
Consumer Motivation in Purchase Stage
Product Perception in Purchase Stage
Social Media Influence on the Post-Purchase Stage Analysis in Clothing Retail Industry
Feedback
Satisfaction and Dissatisfaction
Product Performance

5 – Discussion, Conclusions and Recommendations
Discussion
The role of social media in influencing the purchasing behaviour
Social media Influences on the Pre- purchase Stage
Social media Influences on the Purchase Stage
Social media Influences on the Post-Purchase Stage
Conclusion
The role of social media in influencing the purchasing behaviour in the clothing and retail industry
Social media Influences on the Pre- purchase Stage
Social media Influences on the purchase Stage
Social media Influences on the Post- Purchase Stage
Recommendations
Recommendations for further research

References

Appendix
Questionnaire