BSS056-6 Theory Into Practice Project Example

Title:

To examine the influence of social media marketing on consumer purchasing behaviour in UK fashion and clothing sector

CHAPTER 1: INTRODUCTION

1.1 Background

In the recent era, the use of internet is rapidly increased due to the advancement in technologies all over the globe. Social media marketing (SMM) is considered as the foundation of marketing strategy within the UK fashion industry. Emphasis on SMM is beneficial for the fashion companies because it helps in strengthening the brand messaging as well as enlarges the reach of social media posts and increase sales. In the fashion and clothing sector of the UK, SMM has significant influence on the purchasing behaviour of the customers. It influences how customers are finding brands; interact with the fashion companies and shape trends as well as patterns. Social media has positive influence on the purchasing behaviour of the consumers because it allows them to determine the brands and styles that match their values and preferences (Palalic et al, 2021). The social media platforms such as Instagram, Twitter, Facebook allows the consumers to interact with the fashion companies and provide feedback. Additionally, it also allows the consumers to suggest and share the trends to each other. Social media has completely modified the manner from which the consumers are engaged with the fashion brands and make their purchasing decisions. In the current times, due to the rapid use of technologies the customers are likely to use various social media platforms in order to explore the fashion products and collect the information that helps in making the purchasing decisions.

Social media enables discovery of the fashion products by exposing the users to new products with the help of influencer endorsements and targeted ads. Generally, more than 70% of consumers believe that influencer marketing plays an immersive role in influencing the purchasing behaviour of consumers within the fashion sector. In the modern times, social media marketing has revolutionized the interaction of customer service. Before social media, the customers were required to connect with the brands through email and phone. Additionally, SMM impacts the purchasing behaviour of the consumers through social proof (Wibowo et al, 2020). At the time of making decisions regarding purchasing the consumers are dependent on the views and opinions of the peers. Positive social media outcome such as shares, likes and comments as well as user-generated content assist the consumers to feel more comfortable and flexible in their purchase. Social media act as an enormous virtual place of markets where consumers can explore the new fashion products and services with the help of reviews, posts and suggestions from their connections. To attract the consumers and making the effective purchasing decisions, the fashion and clothing companies like Primark, Marks and Spencer are creating the engaging content on the social media platforms.

Adoption of this approach is beneficial for them because it helps in encouraging the customers to share their experiences and converting them into brand advocates. According to the survey of 2022 in the UK, nearly one out of three respondents specified that they make purchase based on the opinions and suggestions on the social media platforms (Statista Research Department, 2023). Adoption of social media platforms is beneficial for the fashion and clothing companies in the UK because it helps in closing the gap among the consumers and brand. Having the online presence of the companies on the social media platforms are beneficial for the companies because it leads to generate website traffic, increase conversion rate which eventually positively influence on productivity and profitability.

In present time, to attract and retain the customers for long duration of time the fashion companies are implementing various SMM practices such as influencer marketing, social media advertising and content creation. Adoption of influencer marketing is beneficial for the companies because it helps in increased visibility, awareness of the brand and targeting the audience. Emphasis on influencer marketing is beneficial for the fashion companies because influencers are helps in introducing their products to the large level and engage the customers to make the purchase. Adoption of this practice can be beneficial for the companies because it helps in attracting and retaining the numerous consumers which eventually positively influence on profitability, sales and productivity (Kurdi et al, 2022). In addition, social media advertising also helpful for the fashion companies because it helps in providing complete information about the products to the customers from which they are persuades to make the purchases. This practices helps in increase brand awareness, boosting loyalty of brand, increase traffic and reach to the customers easily.

Additionally, according to Kotler’s consumer behaviour theory, cultural, social, personal and psychological is significant factors that directly impact the buying behaviour of the consumers. Psychological factor depicts attitude of the customer whether positive or negative and it playing massive role in assist them to make their purchasing decisions (Ittaqullah et al, 2020). The positive attitude assists the customers to make the repeat purchase continuously in order to increase their satisfaction and experience level. On the other hand, lifestyle is considered one of the critical personal factors that helps the customers to make purchasing decisions. After pandemic, the people become health conscious and likely to purchase sustainable clothing.

1.2 Research aim and objectives

Aim

The key aim of the study is to identify the influence of social media marketing on consumer purchasing behaviour in UK’s fashion and clothing sector.

Objectives

• To investigate most prominent practices of social media marketing in UK fashion clothing
• To investigate the key factors affecting the consumer purchasing behaviour in UK fashion industry
• To critically evaluate influence of social media marketing on consumer purchasing behaviour in UK
• To suggest competitive strategies for improving efficiency of social media marketing

1.3 Research questions

Q.1 Which social media marketing practices are used by fashion companies in the UK?

Q.2 Which factors are affecting the purchasing behaviours of consumers within fashion sector?

Q.3 How social media marketing impacts the purchasing behaviour of consumers within fashion sector?

1.4 Rationale

A study is majorly carrying out to assess the problem with the intention to solve the particular and come up with the effective and new solutions. The potential challenge being found was to assess the potential impact of SMM on the consumer’s purchasing behaviour within fashion and clothing sector of the UK. The key objective of conducting the study on this topic is to evaluate the impact of SMM on purchasing decisions of the customers. In the current times, the customers are likely to use the social media platforms such as Twitter, Instagram, faceBook etc., to discover the fashion products so it helps them to make informed and effective decisions. According to survey, instagram and Facebook are considered as most popular platforms of social media which are preferred by the fashion and lifestyle buyers in the UK (Statista Research department, 2023). In the modern time, due to rapid advancement of technology, the consumers are spending majority time on the social media platforms in order to make their purchase and make effective decisions relevant to it. These platforms are helps consumers to make the effective decisions related to their purchase based on comments, likes and posts. Thematic analysis will be utilised to shed the light on the role of SMM on purchasing behaviour of the consumers within fashion sector of the UK.

1.5 Significance of study

The current study will be important because it helps in providing the significant information and insights relevant to the influence of SMM on consumer’s purchasing behaviour within the fashion sector of UK. This research will be significant for the fashion and clothing companies which are operating in the UK by creating the awareness in relevant to the benefits of using social media platforms to make their purchase decisions. In addition, this research will also be useful for the other researcher to gain the information in order to conduct the further study on the similar research issue. This research will be important because it integrating the comprehensive information in relevant to the how social media platforms encourage the customers to make their purchasing decision. This research will also integrate the data and information related to factors which are affecting the purchasing behaviour of consumers in the fashion sector of the UK.

1.6 Structure

Chapter1 Introduction: This section encompasses information relevant to the aim and objectives of the research and provides significance and rationale of the study.

Chapter 2 Literature review: This chapter includes information related to the research issue by considering the perspectives of the diverse authors in order to gain in-depth data.

Chapter 3 Research methodology: This chapter illustrated the process and techniques of collecting and analysing data and information relevant to the chosen research topic.

Chapter 4 Discussion: This chapter will interpret the findings from the information which are integrating in the literature data. This chapter will also illustrate the significant theories relevant to the research issue and collection of data.

Chapter 5 Conclusion and recommendations: This chapter will consist of summarizing the critical points of the whole study and providing suitable suggestions.

CHAPTER 2: LITERATURE REVIEW

2.1 Introduction

A literature review is a summary of the subject matter that supports the identification of the particular research questions. The present chapter will outline a literature review to evaluate the impact of social media marketing on the purchasing behaviour of customer in the fashion and clothing sector of the UK.

2.2 Most prominent SMM practice in UK fashion clothing

Keke (2022) defined social media marketing as Internet marketing that uses social media networks or apps as marketing tools such as Instagram, Facebook, Twitter and so more to promote a product or service. Social media marketing is a cost-effective tool. Enable the fashion industry to efficiently engage with the target audience to create a brand, drive sales, and increase website traffic. On the other hand, Khanom (2023) depicted that social media marketing is a procedure of building content for the different social media platforms to communicate the products and services, developing a community with a target audience as well as increasing traffic to business. Based on the views of Yevseitseva and Olshanska (2023), there are several efficient and effective SMM practices including content creation, influence marketing, social media advertisement and so more. In the opinion of Leung et al, (2022), influence marketing is one of the practices significantly used by UK fashion clothing. Fashion brands collaborate with popular fashion influencers to promote their products and services to the target audience, leading to higher conversion rates and brand awareness. For instance, Primark collaborates with approximately 500 influencers with a greater number of followers to promote its product and increase brand awareness in a significant manner. However, Modi et al, (2024) outlined that influence marketing is quite expensive when a brand collaborates with a to-tier influencer.

Moreover, according to Dhaliwal and Malik (2020), influencers are seen as of the trusted authorities in their niche as a result significantly improves the creditability of the brand. Fashion brand collaboration with the right influencer allows the organization to gain potential customer trust, resulting in an increasing customer base. For instance, Gigi Hadid is the influencer of the H&M leads to help the company to communicate its products as a symbol of luxury items. This collaboration enables the organization to grab a wide range of customers. On the other hand, in the views of Gupta and Edunur (2024), a collaboration of the brand with an influencer who indulges in controversy or issue leads to significantly harm brand reputation as the audience sees the company and the influencer as one.

Apart from this, social media advertising is another proficient practice of social media marketing. Macarthy (2021) explains that social media advertising practices optimize several social networks such as YouTube, Facebook, Instagram, and Linked In to efficiently deliver paid ads to the business target audience. This allows fashion brands to reach to wide range of customers and get a competitive advantage. Contrary to this, in the views of Singh, J., Crisafulli, and Xue (2020), negative feedback on business advertisements on social media can harm the brand's reputation and image. Currently, several customers make purchasing decisions based on the feedback on the social post. Rienda, Ruiz-Fernandez, and Carey (2021) investigated that social media advertising allows fashion brands to get a competitive edge. Paid advertising on social media aids the business in furnishing timely responses, keeping customers up-to-date regarding offers, discounts as a result enables the brand to remain engaged with the customers. However, by evaluating the views of Malesev and Cherry (2021), it can be stated that social media advertising increases the cost of operation for the business as it leads to increased marketing expenses for the organization.

Moreover, Bua-In (2021) analyzed that content creation by the business marketing team is also a crucial SMM practice. Referring to this, the fashion brands post blogs, articles, videos, updates, and infographics on social media platforms to engage with the target audience. In contrast to this, views based on Gomez-del Rio and Rodríguez (2022), it is identified that content creation practice is one of the time-consuming tasks, it takes more time for content creation as well as measuring the outcome is also difficult. Besides this, from the perspective of Vrontis et al, (2021) it is identified that influence marketing is the most prominent social media marketing practice. This marketing practice allows the company to influence the purchasing decisions of the customer. The audience trusts their influencer as a result makes purchases of products based on the recommendations of the influencer, resulting in driving sales and profitability of fashion brands.

2.3 Evaluation of key factors influencing consumer purchasing behaviour in the UK fashion industry

According to Najib et al, (2022) views, based on the consumer behaviour theory of Kotler it is identified that there are several factors that influence the purchasing behaviour of the individual. The theory outlines that social, cultural, psychological as well as personal factors significantly impact consumer purchasing behaviour. Qazzafi (2020) presented that the psychological factor “attitude” directly influences customer buying decisions. A positive attitude drives consumers to make a repeat purchase which is influenced by marketing tactics of the organization. On the other hand, a negative attitude among the customer leads to harm to the brand as a result decline in demand for the product. In addition, according to the opinion of Hajli (2020), consumer purchasing behaviour is also influenced by social factors such as individual motivation to buy products and services based on the recommendations of their friend, families, friends, colleagues, and peers. For instance, teenagers make purchase decisions regarding fashion brands based on suggestions from their friend to effectively fit in the peer group. Contrary to this, Muntaner, Lynch, and Oates (2020) said that consumer purchasing decisions are negatively impacted by negative views from social groups. For instance, individuals from the friends and families of the customer provide negative views about the product then it leads to de-motivating the customer to make a purchase decision.

Apart from this, Ittaqullah, Madjid, and Suleman (2020) explained that buying behaviour is also influenced by the factor of social class. Income level, education, and family background are some of the determinants of the social class. For instance, due to social class factors, some consumer prefers to purchase merchandise from luxury brands such as Marks& Spencer, H&M and so on to demonstrate their luxury status. A high education level influences the customer to make a significant decision in favour of the organization which sustainably operates the business.

According to Sharma (2021), lifestyle is one of the personal factors that influence customer buying behaviour. Currently lifestyle of the people changes rapidly, including values, activities, and attitudes. After the pandemic people become eco-conscious as a result they prefer to purchase products from organizations that sustainably operate the business. For instance, the eco-conscious customer seeks the merchandise made of sustainable materials such as organic cotton, linen and so more. This personal factor leads to influences consumer purchasing decision to buy clothes from the Primark as the company offers sustainable clothes. However, based on the perspective of Bhutto et al, (2022), the purchasing behaviour of the individual is negatively impact by the personal factor as well. For instance, old age people prefer to purchase luxury good as a result it negatively impacts their purchasing behaviour.

In the views of Czarnecka, Schivinski, and Keles (2020), price sensitivity is also a primary factor influencing the customer purchasing decisions. For instance: If the fashion brand increases sales of its products by offering discounts, sales schemes, or vouchers to the customer, then it significantly motivates the customers to make buying decisions. The decline in the price leads to influence the customer to purchase more products and vice versa. However, in the opinion of Loxton et al, (2020), budget constraint is a personal factor. On the basis of this, it has been identified that a limited budget declines the purchasing capacity of the customer as a result adversely impacts their buying behaviour.

Referring to the perspective of Peña-García et al, (2020), it is evaluated that consumer purchasing behaviour is influenced by cultural factors. It consists of values, norms, and practices that direct behaviour within the society. For example: Culture that focuses on collectivism may motivate the customers to make buying decisions that are advantageous for the family and social groups. On the other hand, individualistic culture efficiently promotes personal preferences as self-expression in purchasing choices. For instance, fashion brands' offers such as buy one get one free, and family combo enable them to encourage purchasing behaviour of the customers. Potential customers by viewing the offers make up their mind to do shopping with the concerned fashion brand. Compared to this, people with individualistic behaviour can`t be motivated by this kind of offers.

It is stated by, Bailey, Basu and Sharma (2022) motivation is one of the major factors that change the decisions of the customers to buy products. Customer motivation is the kind of internal state which drives individuals to find out and purchase products which meet the conscious as well as unconscious requirements and desires. Then, the fulfilment of those requirements can encourage customers to make repeat purchase or to discover the different products to meet those needs in better. To find out other products, social media platforms play a crucial role in it. Contrary to, Gu et al,(2021) however, it is not necessary that company can easily encourage the people to buy their products. Negative perceptions towards the brand can also discourage the people. Even though, the company offer the better quality products but negative perception can influence customer purchase decisions and prevent them to buy products.

2.4 Influence of social media marketing on buying behaviour of the customers

According to Pop, Săplăcan and Alt (2020) social media marketing is increasingly becoming important marketing method because of its many benefits. Most of the leaders and marketing experts acknowledge that social media marketing (SMM) has an immense impact on customer’s buying behaviour as well as brand loyalty. The utilisation of SMM will be crucial for increasing engagement with the existing customers, attracting new consumers and establishing trust and trustworthiness. Now, almost all the companies including those operate under the fashion industry uses the SMM to influence the customer’s buying decisions. The companies do this by increasing awareness about the products of the company. Contrary to, Kurdi et al, (2022) however, SMM has capability to grab the attention of new customers and retain the old customers but sometimes it may impact negatively. Social media marketing increases the impulse purchasing behaviour which further increases the unplanned purchase. This highly affects the economic situations as unplanned purchase enhances the expenses. Marketing team makes advertisement in a way that has a huge impact on customers and encourages them to buy products whether they do not want particular product. Sometimes, customers also buy the luxury and costly clothing products because influential advertisement and after that they regret from their shopping.

Djafarova and Foots (2022) mentioned in their study that the theory of planned behaviour presumes that people act rationally in accordance with their perceived behavioural control, subjective norms as well as attitudes. These elements help the customers to make decisions regarding their shopping. Whether, fashion companies make the advertisements which are easily gained the attention of people but they consider other factors as well. When customers find that the particular product can meet their demands and preferences then they make the final decision. Pick (2021) analysed that the marketing team of the companies make use the various social media channels such as; Facebook, Instagram, YouTube, X (former name Twitter) and other digital platforms to market products and brand. Because of growing use of SMM, fashion companies are creating eye-catching and reliable posts, short videos and campaigns so that they can tell about their products to more and more people. SMM is positively linked with consumer spending. Enhanced brand awareness and demands are the outcomes of active involvement of customers in advertisement campaigns. It is due to enhanced engagement of customers with social media.

As explained by, Sreejesh et al, (2020) social media marketing has power to significantly influence how an individual feel about the company or product. User-generated content on different platforms published by the organisations so that they can convince the social media users to visit the company website at least once. For instance, Marks & Spencer, a one of the leading fashion company in the UK make attractive, knowledgeable and relevant posts, images and videos and share on different channels. Before sharing advertisement posts on social media platforms, the company make sure that it does not harm emotions of any customers. In the opposition of, Lee et al, (2022) negative feedbacks or reviews about products stop the customers to buy products. Because, the choices of customer to buy products is heavily relied on social proof. It is human nature when other people say negative things about products then customers think twice before making choices and cancel their plan to buy product. When customers in excessive manner decline the product of specific brand then it can directly reduce the sales and affect profitability.

In accordance with, Shen (2021) many customers watch the demonstration or recommendations videos when they want to purchase any products. They watch videos before taking decisions through social media. So, whether it is a recommended video as well as unboxing video, customers never get enough of it. The influence of SMM on buying behaviour of customers is greater than before because of demos. Contrary to, Moslehpour et al, (2021) on the other hand, it is not necessary that all influencers give positive review about products. If they does not like the products then influencers and bloggers say negative about products which can affect the buying behaviour. Customers who make the decisions regarding their shopping and order products after seeing the demos and recommendations videos but get wrong products then it hurt their emotions. It can reduce the trust of the people towards the company and they never buy products from that particular company.

From the point of view of, Vinerean and Opreana (2021) social media marketing has been taking over the old and traditional marketing method. Because it allows the customers to make final decisions quickly and fulfil their needs. SMM also enable fashion companies to connect with the audience by different ways. For instance, H&M organises the polls, contests, quizzes and live chat and encourage customers to participate in it. It helps the company to make strong bond with users. When they successfully make the relationship with customers then they easily convince them to choose H&M over other companies.

2.5 Literature Gap

Past research has been significantly explained about the social media influence on consumer’s buying decisions but some gaps remain unaddressed. While the different studies has only focused on role of social media platforms on consumer’s buying decisions but the current study will analyse how influencers use various social media channels to advertise products. And influence the buying behaviour of people. Furthermore, existing research overlooks the impact of negative feedback on trust of customers. This research will fill these gaps through analysing how influencers marketing strategies attract the customer’s attention and easily convince their followers and other users to choose particular company over others.

2.6 Conclusion

This research has explained that social media platforms such as; Facebook, Instagram etc. help the fashion companies to reach wider audience. Fashion companies in UK are making relevant and unique campaigns that help them to increase awareness regarding brand among the people. Influencer marketing has made it easy for the customer make buying decisions.

CHAPTER 3: RESEARCH METHODOLOGY

3.1 Introduction

Research methodology may be served as a process which defines methods that need to be considered for meeting the research aim and objectives. In this, to ascertain the impact of SMM on customer purchasing decision research type, approach, philosophy, data collection and analysis method has been discussed.

3.2 Research method/ type

Research type refers to diverse methodologies which are used by the researchers in order to conduct the research in effective and descriptive manner. The research type is relied on the goals, purpose and timelines of the study. In addition, qualitative and quantitative are considered as significant types of the research which are used by the researcher to gather data and information relevant the topics in accurate and reliable way. Quantitative research is recognized as significant method of data collection and it helps in explaining the numerical data in order to illustrate real-world phenomena. For conducting the research on influence of social media marketing on consumer purchasing behaviour in UK fashion and clothing sector the researcher adopted qualitative research method. Adoption of this method was beneficial for the researcher because it helps in determining the perception and views of the customers regarding their purchasing (Al-Ababneh, 2020). Additionally, qualitative research helps in fostering flexibility that assist in gaining descriptive information in the context of chosen research issue. Conducting the qualitative research was beneficial for the researcher because it helps in gaining the complete information into complicated challenges and uncovers the trends and patterns that can be missed out in qualitative study.

3.3 Research philosophy

Research paradigm or philosophy is considered as one of the significant method that is used by the researcher for conducting the research in successful and effective manner. It is a set of beliefs, ideas or understanding within which practices and theories which can function. Furthermore, research philosophy deals with the nature, source and development of knowledge. Interpretivism and positivism are considered as significant philosophies of research which are used by the researcher to conduct research in effective way. Interpretivism research philosophy helps in evaluating actions and events relied on the norms, values and beliefs of the culture in which they happen. On the other hand, positivism research philosophy undertakes knowledge is derived from the objective measurements and observations. For determining the impact of social media marketing the purchasing behaviour of consumers which UK fashion sector, interpretivism philosophy has been used. Moreover, adoption of this philosophy was beneficial for the researcher because it helps in providing the data relevant to shared meaning and social construction that assist in better understanding of selected research issue (Alharahsheh and Pius, 2020). This philosophy is relied on the concept of idealism that encompasses gathering different perception and views for gaining insight of the chosen research issue.

3.4 Research approach

Research approach refers to procedures and plans for the research that spans the phases from wider assumptions to descriptive methods of data gathering, analysis and interpretation. Inductive and deductive are recognized as two essential approaches of research that can be used by the researcher to conduct the study on any topic in detailed and effective manner. Inductive is bottom to up approach and it helps in developing theories which are relied on the data and observations. This approach starts with data gathering and determining patterns for new hypothesis and theories (Sibeoni et al, 2020). On the other hand, deductive approach is scientific method that included testing hypothesis and theories with the help of logical reasoning and experimentation. For determining the impact of SMM on consumer’s purchasing behaviour within UK’s fashion retail sector inductive approach has been used. Adoption of this method was useful for the researcher because it helps in offering holistic opinion that helps in discovering the new suggestions and provides significant information relevant to research issue. This research approach provide flexibility to the researcher from which they can easily modify their techniques and topic according the data they collect. Inductive research approach helps in determining the themes and patterns that may not be covered in the deductive approach.

3.5 Data collection

Data collection is defined as procedure of collecting information in effective and systematic manner in order to solve the research issue or answer research questions, assess outcomes and test hypothesis. In addition to this, primary and secondary are considered as significant method of data collection that is initiated by the researchers for collecting the consistent and accurate data. Primary data collection method is one of the essential tools that allows the researchers to collect the data directly from the sources and they are important for consistent research outcomes (Dawadi, Shrestha and Giri, 2021). For collecting the primary data researcher can use various methods such as surveys, interviews, experiments, observations, focus groups etc. On the other hand, secondary data collection is procedure of using the data that has been already gathered by someone else for diverse purpose. For collecting the data in relevant to influence of SMM on purchasing behaviour of customers within fashion sector of the UK the researcher initiated secondary method. Adoption of this method was valuable for researcher because it helps in saving time and offering admittance to high-quality and large data bases. In this method, the researcher evaluated various books, journals, scholarly articles of several authors which provided significant information relevant to chosen research issue. Adoption of secondary data collection method was beneficial for the researcher because it helps in saving costs and time, enable admittance to large sets and credible data. With the help of this method, the researcher was also capable to assess the relevant trends and patterns regarding the influence of SMM on purchasing behaviour of consumers within UK’s fashion sector.

3.6 Data analysis

Data analysis refers to procedure of utilising logical and statistical techniques in order to assess data, draw conclusions and make effective decisions. SPSS and thematic are considered as two necessary methods of data analysis which are used by the researcher to examine the collected data or information. Statistical product and service solution (SPSS) is a software program that is used by the researcher in order to evaluate the data statistically. On the other hand, thematic data analysis is a qualitative research method that includes evaluating the data in order to determine themes and patterns. For analysing the collected data relevant to influence of SMM on consumer’s purchasing behaviour within UK’s fashion sector the researcher was used thematic method. Adoption of this method was beneficial for the researcher because it helps in providing support to determine the common patterns and themes in qualitative data which result into obtaining adequate outcomes (Braun and Clarke, 2023). This method was useful for the researcher because it helps in gaining the deep understanding of data related to selected research issue by determining key themes and patterns.

3.7 Ethical consideration

It is a set of principle that directs the research practice and design which enhances the effectiveness of finding (Nii Laryeafio and Ogbewe, 2023). To investigate the social media marketing impact on the consumer purchasing behaviour the researcher adherence ethical consideration.. Current research was carried out all the activities in ethical manner and also followed the guidelines and rules of the university. Furthermore, at the time of collecting the secondary data the researcher was also cited all the information in accurate way. The researcher also attached reference lists which helps in speedily and quickly evaluating the suitability and relevancy of the researcher for specific journal and book.

3.8 Research limitation

With the benefits, this research also has various limitations which directly influence its quality and effectiveness. Lack of time, resources and budget is considered as one of the major issue that faced by the researcher for initiating the research in successful manner. Due to insufficient time and resources, the researcher adopted secondary data collection method instead of primary. In addition, due to insufficient budget, the researcher was not able to use software program or SPSS to analyse the collected data. However, research issue or problem can also be analysed through qualitative investigation. Moreover, aspects related to the impact of SMM can be analysed in a better way through the means of qualitative research. In the near future, there is a scope to do quantitative research by evaluating the customer’s views referring the specific organization.

3.9 Reliability and validity

In the research, reliability is a degree to which outcomes of the research can be repeated under the similar circumstances. However, validity is a degree to which measurement tool or research study consistently capture what it is intended to gauge (Sürücü and Maslakci, 2020). For maintaining the reliability and validity of the secondary data the researcher have determined original objective behind the valid study. In addition, to maintain the reliability, the researcher was consider the articles of after 2020 which assist in offering the current and recent information or data relevant to selected research issue.

3.10 Conclusion

By summing up this chapter it has been articulated that secondary data will provide wider view about the research topic or issue being investigated. Thus, through the means of qualitative research and considering inductive approach & interpretivism philosophy impact of SMM on customer decision making has been discussed.

CHAPTER 4 DATA ANALYSIS

4.1 Introduction

Data analysis is the critical process which emphasizes on deriving suitable outcome from the research issue or problem. In the current study, referring the research objectives several themes have been formulated and supported with the views of varied scholar.

4.2 Most Prominent SMM practice in UK fashion brand

From the secondary data, it has been evaluated that social media marketing plays a crucial role in building organization`s brand, increasing sales as well as dive traffic on the website. Social media marketing enable the brand to distinguish itself from the competitors as well as reach its brand presence to the wide range of the customers. The data collected from the organizational records it is identified that fashion brands emphasized on using number of social media marketing practices such as content creation, collaboration with the influencers, personalized content, social media advertisement and so more. For example, Primark a fashion brand of the UK used different social media platform such as Instagram, Facebook, Twitter to promote and communicate the product to number of customers located at the different geographical locations. This marketing practice of the organization allows it to increase its brand awareness as company able to engage with customer by responding to user-generated content, brands updates and so more.

Moreover, Celestin et al, (2024) explained that social media platform allows the fashion brand to drive traffic on the website result in high conversion of visitors into customers. For instance, Marks & Spencer significantly focus on updating its social media platform by posting about company`s products, services and information thrice in a day, running products ads. It enable the customer to evaluate company`s website leads to increase website traffic and motivate the customers to make buying decision, hence, significantly convert the visitors into customers. However, Houshan and Siilsalu, (2024) outlined that less activeness of the brands on the social platform can results in low engagement rate correspondingly brand not able to attracts the customers in efficient manner.

Through the secondary data, it is analyzed that number of fashion brands in UK use content creation as one of the effective SMM practice. Content creation includes numbers of activities such as updating websites, article writing, blogging, photography, videography and so more. For instance, Levi`s use content creation practice to promote its product. The brand share photos, videos of the products as well as share stories of the customer and their experiences, to boost brand engagement and grab attention of target audience. According to Bhrammanachote and Ketverapong, (2024), Content creation strategy of helpful in develop and maintain the brand identity via sharing fun videos of company`s events, building campaigns, posting user-generated content and so more. This marketing practice helpful in creates leads, gain audience trust, increase conversion, getting more traffic and so more. Contrary to this, via secondary research, it is assessed that the SMM practice is quite time-consuming as for perfect content creation large time required along with huge investment needed in tools, technology and staff to generate high-quality content. Sometimes, it becomes expensive and time-acquiring process.

In support of LR, it is identified that social media advertisement is also one of the SMM practice employed by the fashion brands. Almestarihi et al, (2024) depicts that it is a digital marketing strategy, referring to this paid ad campaigns are run on the social media platforms by the brands to reach target audiences. Presently, the youth remain engaged in the social platforms as a result brand via the paid social media advertising strives to connect with the potential customers. However, the practice has huge benefits for the brand but it become a costlier marketing tactic for the brand especially that run business based on the tight budget schedule.

Apart from this, with the help of the secondary research, it is spot out that influence marketing is highly used by the fashion brands in the UK as an proficient and prominent SMM practice. Referring to the literature review, it is assessed that presently in United Kingdom, several fashion brands including small, medium and large organization prioritize influence marketing. The brands collaborates with the social media`s top influencers to promote and increase awareness of the products and services. For instance, ASOS, Boohoo, Pretty Little Things, Gymshark are some of the example of the fashion brands that partners with micro influencers to increase awareness of its trending clothes and grab attention of target audience mainly GEN Z. The SMM practice allows the brand to become more visible as well as grab potential customers by using the reputation and set audience of the partners. In the views of Ingale (2024), influencer marketing aids the brand to reach a relevant audience by reinforcing trust and loyalty. Good reputation of the influencer enable the brands to increase their customer base as recommendations made by this influencer adopt by customer as a trustworthy suggestion result in influencing purchasing decision of the customers. However, it is articulated based on the opinion of Jebarajakirthy et al, (2024) that wrong influencer selection can cost a brand. An influencer with controversial image can harm the brand as collaboration with such a personality creates a negative image among customers correspondingly makes difficult for them to engage with the brand in efficient manner.

4.3 Key factors impacting consumer purchasing behaviour in UK fashion industry

It is portray from the secondary data that there are large numbers of the factors that significantly impacts the buying behaviour of the customers. Referring to the LR, with the help of the Kotler theory, it is scrutinize that social, cultural, psychological and personal factors highly influence customer purchasing behaviour. Each one of the factor plays an essential role in shaping the choices of the consumer in significant manner. For instance, the perception, belief and attitude of the customer regarding to the brand or product highly influence the buying decision. Customer belief towards the brand that it operates business considering sustainable operations, then it might influence customers and inclines them to make buying decision. Referring to the findings of the secondary data it is analyzed that 39% of consumer in UK believe that sustainable fashion is important (UK Fashion and Sustainability, 2024). In regards to this, large numbers of fashion brands begins to prioritize sustainability in their operations. For examples, by reviewing the Annual sustainability and Ethics report it is articulate that in previous year Primark sold 66% clothes that are manufacture from sustainably sourced and recycled material. This leads to create a belief among the customers that brand focus on maintain environmental quality result in influence customer purchasing behavior as more eco-conscious customer attracts towards the brand. Based on the opinion of Cheng and Zhang (2024), positive attitude of customer towards the organization significantly help in influencing customer purchasing decision.

Social factor also plays a crucial role in impacting consumer buying behaviour. For findings, it is identified that individual`s buying decision influence by the reference group or social network including online and offline both. According to the Macheka, Quaye and Ligaraba (2024), positive reviews and recommendations by the influencing figures that followed by the audience, can also leads to influence customer decisions, as individual tend to trust the opinion of those whom they trust and believe. Moreover, Sudirjo et al, (2024) also stated that individual make buying decision considering the norms of their social group such as friends, families, colleagues and so more. For instance, teenagers takes decision of buying M&S merchandise to effectively fit in their peer groups, it allows them to demonstrate self as a luxury preferred individual. Thus, social factor is one of the important aspect that leads to significantly influence buying decision of the consumers.

Personal factor includes age, occupation, income, lifestyle, this have a vast impact on consumers decisions while purchasing a product and service. Currently, people`s lifestyle change rapidly as the sway towards the health-conscious lifestyle. With the help of findings of the secondary data, it is assessed that 67% buyers in the UK prefers to buy products from the organization that valued and respect the environment (Adopting sustainable behavior, 2024). The healthy lifestyle among the customer is one of the reasons that influence purchasing decision. Moreover according to Landwehr and Hartmann (2024), lifestyle factor leads to increase the demand of the sustainable merchandise in the UK fashion brands as more customer prioritize it and make decisions accordingly. However, based on the opinion of Gasulla Tortajada et al, (2024), it is recognized that customer purchasing behavior not always influence by lifestyle factor as sometimes customer needs and requirements motivates them to make buying decisions.

Referring to the secondary data, it is outlined that consumer behavior influenced by the cultural factors. It includes aspects such as values, social class, subculture, norms, practices and so more. In support of LR, it is investigate that culture focusing on the collectivism drive consumers to make purchasing decisions that furnish advantage to the families and social group. Based on the, cultural factor some of the fashion brands focus on the collectivism approach in their offerings such as providing discounts, combos, and schemes such as buy one get one free, family packages and so more. The Abrol (2020) explain that the promotional tactic based on the cultural factor significantly influence the customer’s decision of purchasing fashion brands products. This motivates them to do shopping even when they have no requirement of the product. On the other hand, in the opinion of the Mishra, Kushwaha and Gupta (2024), the cultural factor not always affect the purchasing behaviour of the consumers. Some time due to the budget constraints, potential buyer not able to make purchasing decisions.

In reference to the Maslow`s Hierarchy of Needs, person motivated via fulfilment of psychological, self-esteem and self-actualization needs. Referring to the LR, motivation is also one of the crucial factors that enable the customers to change their decisions. Motivation can be intrinsic or extrinsic. Presently, fashion brands focus on motivating its customers by providing them self-satisfaction with their offerings. For instance, M&S sustainable clothing motivates the skin-conscious individual to make purchasing decision or repeat buying. In context to this, based on the opinion of Wu (2024), fashion brands focus on research and development to identifying customer needs as well as offering them accordingly to motivate them for repeat purchases. It allows the brand to build a strong and effective connection with the buyer and driving their purchasing decision.

4.4 Influence of social media marketing on consumer purchasing behaviour

In accordance to the findings of the secondary data, professed that social media marketing has a positive as well as negative influence on the purchasing behaviour of the consumer. Social media marketing enables the fashion brands to effectively engage with the existing customers and grabbing the attention of the new ones by establishing trust. In UK, presently all fashion brands in significant manner use SMM practices to increase its brand awareness and get competitive edge in complex and dynamic environment. On the other hand, via the views of Qinghuaand Tao, (2024), it is assessed that social media marketing influence the customer to make unplanned purchase decision even when there is no need to buy product. It is identified that influential and manipulative advertisement on social media misguide customers as a result they consume luxury and costly items with no use.

Referring to Jebarajakirthy et al, (2024), the planned consumer behavioural theory outlined the beliefs, values and other fundamental values effectively contributes in the decision-making process of the customers. According to the theory the fashion brands, implement the social media marketing strategies to encourage customer purchasing decision in favour of the company. Presently in 2024, In UK 56.2 million active user on social media as a result each and every fashion brand use social platforms such as Facebook, Instagram, Twitter to promote its brand and services (Active social media users in the United Kingdom (UK) 2024, 2024). For instance, the social media marketing of the Pretty little Things includes posting about brands clothes and associated information average six times in a day, to increase the chances that post seen by several individual. Viewing the post several times in a day encourage the buyers to purchase the brands products. This leads to increase conversion rate as well as greater sales for the brand.

From the secondary data, it is evaluated that negative reviews on the social media platform of the brands discourage the customers to make buying decisions. According to the study of the BrightLocal, it is analyzed that approximately 98% of consumers go through reviews before making purchases. A negative review on the social network put a negative impression on the mind of the customer results in discourage them to make buying decision in efficient manner. It directly impacts the company`s sales, profitability and competitive edge.

Referring to the findings Şenyapar (2024) stated that social media marketing includes collaboration with the different micro and top tier influencers. This individual to promote the brand and product of the organization make recommendations videos, put post on their personal accounts to influence buying decision of the customer. On the other hand, from the secondary data, based on Kumar, Mukherjee and Rana (2024) view it is identified that social media marketing adversely impacts customer buying behaviour as currently several influencers recommended products based on true aspects of the products. If the influencer made a wrong review than it significantly discourage the buyers to purchase the product even if they like it.

In reference to LR, it is evaluated that fashion brands use traditional as well as new marketing practice to promote the products and services. For instance, in the context of social media marketing, the fashion brands run online campaigns, quiz, contests and live chat to promote product as well as effectively engage with the customers. The contest includes offering brand products as a gift and ask the potential buyer to tag the company account on the story. This social media marketing practice influence the customer to engage with brand as getting the gifts from the company allows customer to remain loyal with the brand result in influence repeat purchasing behaviour among the customers.

Based on the findings of the secondary data, it is evaluated that social media marketing have the great impact on the customer purchasing decision. Diverse marketing strategy of the each fashion brands helps them to influence the decision of the customers to purchase products and services of the business. On the other hand, based on the point of view of the Rathi et al, (2024) , unfavourable feedback from the customer on social media platform leads to tarnish the reputation of the business. When the potential buyers view such kind of the reviews, they decide to not purchase the products. It harm businesses reputation, brand image and competitive edge in the market leads make difficult to increase its profit-margin.

4.5 Conclusion

In conclusion to this chapter, it can be entailed that SMM places both positive and adverse impact on customer decision making. Currently, customers make decision about purchase after doing evaluation of reviews of others.

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS

5.1 Conclusion

By summing up the report, it is articulated that social media marketing plays an integral and essential role in enhancing brand awareness, increasing greater engagement with the target audience, better customer retention and increasing website traffic of the fashion brands. From the literature review it is recognized that each fashion brand in UK use several SMM practices such as influence marketing, content creation, paid social media advertising and so more, as it is one of the cost-effective marketing method with wide range of benefits. The content creation practice allows brands to grab attention of customers located at different locations, paid advertising enables in effectively promote the brand to potential target audience as well as influence marketing aids in increasing sales of the company by influencing customer purchasing decision. From the LR, it is analyzed that influence marketing is the best SMM practice as it is helpful in increase brand awareness, attracting wide range of customers and create a unique brand image. For attaining the better insight of the research problem, qualitative data have been collected by the researcher. For the purpose of the research study secondary research has been used. Several books, journals as well as scholarly articles are used to furnish sufficient information. In addition, the thematic analysis uses to interpret the collected data in efficient manner.

Further based on the findings, it is concluded that influence marketing is the best social media marketing strategy as it allows the brand to enhance brand awareness, improves SEO as well as target niche audience. Further, it is analyzed via the help of the Kotler theory that several factors influence the customer purchasing behaviour (Marcelo, Maliwat and Salacata, 2024). Positive attitude of the brand among the customers motivate them to purchase the product from same brands as compared to its competitors. In addition, social factor also positively impacts buying decision as individual prefers to buy items which are recommended by their close one or the person to whom they follow on the social media. Lifestyle is also considered as one of the factor that influence consumer buying behaviour as eco-conscious customers always make decision considering their way of living such as eco-friendly individual always prefers to purchase from organization that operates in sustainable manner.

Besides this, from findings of the report inference drawn that social media marketing have a significant impact on the consumer buying behaviour. The marketing leads to inform the customer about the brands products as a result assist them to take a purchasing decision according to their needs. However, social marketing includes influential and manipulative advertisement correspondingly encourages individual to make unplanned purchasing even when the product has no use for them. In addition, social marketing includes reliable content, videos, suggestions, influencer recommendation and so more, leads to provides appropriate information to potential buyer to support their final decision regarding purchasing. Thus, it is identified that social media marketing has crucial impact n consumer purchasing behaviour.

5.2 Recommendations

The fashion brands of UK should focus on enhancing their social media marketing strategy to remain competitive in a customer-driven market. In digitalization era, improvement in social marketing aids the brands to effectively reach potential buyers as well as distinguish its products and services from the competitive brands i.e. domestic and international. Some of recommendations are as under:

• It is recommended to the fashion brands of UK to collaborates with good reputation influencer with no controversies in past. It is crucial for the brands to partners with the influencers whose followers align with the target demographics, it helps the brand to target or reach potential audience. Brands should emphasized on collaborates with the micro as well as nano-influencers as they have highly engaged audiences (Chen and Zong, 2024). Good and efficient relationships with their followers’ leads to help the brand to gain high trust from customer result in great influence on changing customer purchasing behavior, leads to high conversion rates. Compliance with this recommendation enable the fashion brands increase its brand awareness in cost-effective manner.
• It is advised to the fashion brands to use content creation as one of the valuable marketing alternative. Company should focus on creating a interactive content on the social platforms such as Instagram, Facebook, YouTube and so more, including transition videos, styling dresses to engage the potential customers. Brands with the help of artificial intelligence can identify the current needs of customer and accordingly market its products and services to grab attention of wide number of individual (Venturini and Columbano, 2024). This strategy enables the fashion brands to increase visibility and distinguish themselves from competitors.
• From the findings it is articulated that social, personal, psychological and cultural factors impacts customer behavior regarding purchasing. Thus, it is suggested to the brands to use social platforms share valuable content such as story behind brand, user-generated content, unique selling points and so more to build a positive attitude and belief in target audience. In addition, it is advised to fashion brands to optimize online campaigns to attract large audience while using promotional tactics such as giveaways, quizzes and so more. This form of marketing will enable the brand influence buying decision of the customers.
• UK fashion brands is recommended to invest in paid ads on different social networks such as Facebook, Instagram, Tik-Tok and so more, as currently a large number of audience remain engaged on this platform. The social marketing strategy guaranteed that that brand advertisement reach to every single individual whether they follows brand account or not. This recommendation will aids the fashion brand to display ads to the ideal buyers, rather than a broad audience that may not interested in company`s content. Thus, it leads to increase website traffic and boost conversion and customer based of brand correspondingly help in getting competitive edge in market.

Thus, the recommendations will allow the fashion brands of UK to make their social media marketing more worthy and beneficial for the organization. This will enable the brands to positively influence customer purchasing behavior result in increasing brand awareness, more customer engagement as well as competitive advantage within the industry.

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