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Research on Influence of Social Media Marketing Strategies


This research will have significance for the business research because it allows the companies to identify different factors that affect behaviour of consumers. By using this research, it will easy for the management of John Lewis to identify the needs and perception of consumer to buy a particular product through social media marketing strategy. It will also allow the company to introduce new products according to the buying behaviour and nature of consumers. Furthermore, this research will also have relevancy to business research, as the companies can analyse the market and their future growth.

Consumer buying behaviour is related to the different drivers and key determinants such as social aspects, economical condition, technology development, etc. Due to development of technology, internet has given birth to social media marketing approach through social networking sites and it has become one of the integral ways to achieve success in the global market . John Lewis uses different strategies of social media marketing to attract and persuade the consumer’s mind. In today’s environment, social media marketing tools enables the firm to analyze the perception and personality of the consumers through different networking sites, which facilitates the business firms to develop friendly relations with consumers and influence their buying behaviour by affecting their social background, offering low cost high quality, long term relationship quick customer services, etc.

Justification of the Chosen Topic

Determination of social media marketing strategies will help the business firms to understand different factors that influence consumer’s behaviour to buy a product or services. With the help of this, it will be easy for the management of John Lewis to develop a sustainable competitive environment in the industry and to analyze the effectiveness of its social media marketing strategies. With the assistance of this research topic, researcher can also improve his knowledge about the different attributes of social media marketing that persuade the buying behaviour of the consumer. This research will also have advantages not only for the consumers in London but also for global consumers. It will improve their knowledge regarding social media and strategies used by companies to motivate and influence them, to buy their products.

Value of the Study

At present, the world has become a small globe at which distance does not matter to use a products or services from international market. This study will have value because it will based on the emerging concept of social media marketing, which has boosted the marketing practices of business firm to attract global consumers. Both social media marketing and social networking are the most emerging concepts to influence the consumer’s behaviour to establish long term relationship with the firm whether the company is not situated at their home country. This study will also be valuable for the international as well as domestic firms because it will explain about the use of social media networking and different ways to utilize the benefits of social media marketing strategies.

Research Questions

  • How can companies use the social media marketing strategies to influence the buying behaviour of consumers?  
  • What are the benefits of social media marketing strategies to John Lewis? And what are the different ways to implement these strategies in the marketing process of the firm?

Research Objectives

  • To explore the theoretical framework of social media marketing strategies and consumer buying behaviour.
  • To identify different needs of John Lewis to use social media marketing strategies.
  • To develop a relationship between social media marketing strategies and consumer buying behaviour.
  • To recommend different practices to reinforce the social media marketing strategies of John Lewis.

Literature Review

Kaplan and Haenlein have stated in their study that social media marketing assist the business firms to target adequate consumers, who have a need to buy the products of the firm and who are searching for high quality and choose best brand among all available range of products. On the other hand Hung, Chou and Dong have also asserted in their study that uses of social networking and media tools facilitates the firms to understand the preferences and taste of consumers.

Klososky exhibited in his study that high use of internet and fast pace of life has also changed the way of living of individual, thus, they need a quick access or way that consume less time and less money to make buying decision. This is also supported by Chen, Fay and Wang that all these social media marketing tools and networking website influences the buying behaviour of consumer at large extent. Thus, it is imperative to know the impact of all the social media strategies to market the products and services and understand the influence of these strategies or networking sites to change the buying behaviour of

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