Conceptual understanding of consumer buying behaviour and social media
The proposed research tile of this investigation is” “To analyse the impact of social media on consumer buying behaviour: A case study of Atlantic Star Airlines, UK
In the existing business scenario, online business is practiced by many users like existing users and new commercial users. The social media could lay an imperative role in making a relationship with others and marketers and consumers. It is addressed that information structure encourages consumer’s decision making procedure with respect to the product assessment. In addition, social media could permit the organization to use a new method for accruing the information about goods and services via peer interaction (Solomon, et al., 2014). Moreover, the social media provides the power of their targeted consumers for persuading different consumers via assessments of practiced goods and services. The customer is also encouraged by psychosocial characteristics like income, availability, purchase motivation, presentation of the organization, demographic variables, and retail stores types, and payment mode. In addition, it is also analysed that this investigation is concentrating on the impact of social media on the consumer purchasing decision a case of Atlantic Star Airlines, UK. The social media plays an imperative role in the existing business scenario as it would directly influence the behaviour of consumers (Armstrong, et al., 2015). Hence, Atlantic Star Airlines needs to critically examine the strategy of social media with respect to enhance their revenue within the specified time. The social media plays an imperative role in gaining demand of consumers for buying their goods and services and also assist to make different image between consumers. Social media is used to build the dynamic liaison with their consumers that could influence the financial result of the company. In the current period, Atlantic Star Airlines practices social media to make a relationship with their potential consumers and accomplish their specific task in the limited cost and time (Ioan?s and Stoica, 2014). Although, there are many investigations related to social media and consumer buying behaviour in last years, yet there is is lack of investigation about the impact of social media on the consumer buying behaviour With Respect To The Atlantic Star Airlines, Uk.
This investigation is significant for the research scholar and reader to enhance their theoretical knowledge towards the concept and meaning of the consumer buying behavior and social media. It is also imperative for the organization to enhance their knowledge towards the impact of social media on consumer buying behaviour in the context of Atlantic Star Airlines, UK. The social media play an imperative role in making an effective relationship with thousands of people by one single tick in the least time and cost (Hajli, 2014). The depth understanding towards the consumer behaviours and social media practices could aid organization to easily influence their potential consumer and retain them for long-term. It is also effective for accomplishing the professional aim. A higher amount of feasible information is available towards the current research concern. This study could be imperative in case the research scholar want to make their professional life in the social media. This study offers the best understanding towards the impact of social media on the consumer buying behaviour (Schivinski and Dabrowski, 2016). This investigation also supports to gain the understanding towards the social media approach to change the consumer buying behaviour in the context of Atlantic Star Airlines, UK. Thus, it is analysed that the investigator advantages immensely from the research procedure, especially with the purpose of career, pursue in the HRM.
Exploring the impact of social media on consumer buying behaviour: A case study of Atlantic Star Airlines, UK
The main aim of this research is to address the impact of social media on consumer buying behaviour: A case study of Atlantic Star Airlines, UK. The following research objectives will be completed by the researcher to attain the research aim:
RO1: To address the conceptual understanding about the consumer buying behavior and social media
RO2: To explore the impact of social media on the consumer buying behavior: A case of Atlantic Star Airlines, UK.
RO3: To suggested the social media approach to change the consumer buying behavior: A case of Atlantic Star Airlines, UK.
H0: There is a positive relationship between consumer buying behaviour and social media practices.
H1: There is no relationship between consumer buying behaviour and social media practices.
Balakrishnan and Dahnil (2014) explained that social media is an online technique that makes capable to the individual as well as consumers to share their ideas, confidential data, beliefs, and opinion towards any specific matter with others. Moreover, social media facilitates the company to directly deal with their consumers and assist them to share their data and opinion towards the products and services.
In oppose to this, Erkan and Evans (2016), illustrated that customer purchasing behaviour is the outcome of the decision, desires, attitude, and preference that are built by the consumers in the marketplace before ordering any products and services. There are different elements that could influence consumer buying behaviour. These components are sociology, psychology, anthropology, and culture. Moreover, there are many factors that are considered in the consumer buying behaviour like problem detection, information investigation, data evaluation, purchasing, and post purchasing services. These procedures support the Atlantic Star Airlines to change the consumer buying decision about goods and services in the least time and cost. Moreover, there are certain components that are involved in the purchasing behaviour such as habitual, complex, variety seeking, reducing, and dissonance.
Kumar et al. (2016) stated that social media directly influence consumer buying behavior. The social media aid the company to enhance their business on the social media websites. The social media offer many opportunities to the organization for enhancing consumer visibility towards their brands. Social networks permit both consumer and business for free conversation. Through this method, an organization can collect opinion and views of their targeted consumers towards the products and services. It could also be effective for collecting reliable outcome. Although, when the organization could obtain favourable opinion and views of the individuals then the organization get advantages yet unfavourable remark could decline quality of research outcome. Hence company could delete a negative message of consumers from websites to eliminate possibilities of making a negative image in consumer’s mind. It is analysed that once the commenter could post unfavourable experience on the social websites then it could influence many consumers in few in few seconds. Hence, the organization should always focus on the enhancement of consumer satisfaction level. In addition, it is is also analysed that social media is enclosed to easily share the information among a large number of consumers in the least time.
Social media approach to changing consumer buying behaviour: A case study of Atlantic Star Airlines, UK
Balakrishnan and Dahnil (2014) argued that social media could be effective for building the consumer loyalty among customers. It also facilitates organization to directly interacting with their consumers. Consequently, the brand representative could support to build a private association with their consumers for making the consumers loyalty. It is also examined that if the consumer has a complaint and the marketing representative is professional then they understand issues of consumers and compensate them, as it could support to decline consumer anger. Moreover, it is also analysed that social media allows the organization to collect opinion and views of different consumers towards the current matter.
In support of this, Zeng and Gerritsen (2014) examined that word of mouth is a vital element to accomplish the corporation revenue. Advertising is also the best way to enhance the awareness of products and services among consumers, which could support to increase the demand for goods and services of the organization. In addition, it is also analysed that the word of mouth advertising could enable the organization to spread the brand awareness in the specified marketplace.
A company could be capable to connect with thousands of people at the same time by a single click of a button. It is also examined that a company cannot be capable to contact with more than thousands of people in the same time without social media. It is also imperative for the research to spread the awareness towards the organization. Apart from this, it is also evaluated that the social media could also a negative impact on the consumer buying behavior.
Godey et al. (2016) examined that social networking permits the organization to distribute the higher amount of the data towards their products and services among the consumers. The organization could use many other sources of social media to enhance the awareness of products and services among consumers in the least time and cost. It could also support to determine consumer who has similar inters. It is also found that before purchasing any products and services, consumers could research the goods and services from the websites. Thus, it is analyzed that remark of consumers towards any company could change the decision of consumers as it could also influence the productivity of the company.
Erkan and Evans (2016) suggested that organization should offer feasible information and clear figures and facts of goods and services to their consumers, which would be effective in influencing consumer’s behaviour. Furthermore, the organization could enhance their brand awareness among customers by involving the attractive information on the social media. The memo of the organization should be different from the key market players caused by making a unique image in the market and obtain higher revenue.
Positive and negative effects of social media on consumer behavior
In the view of Jin and Phua (2014) organization should always remember that the provided message should take minimum cost and time and cover a large number of people. It would be effective to attract the behavior of customers. Moreover, it is also recommended that an organization should always keep in touch with their consumers by sending a memo on the social media towards the sales discount and special scheme, which could influence the consumer buying behavior.
In support of this, Cantallops and Salvi (2014) suggested that organization should concentrate on making the consumer loyalty about the brand by considering different social media techniques as it could assist to enhance the sales of goods and services in the least time and cost. In this way, Atlantic Star Airlines could promote their campaign and brand on the social media networks like Instagram, Twitters, Snapchat, YouTube, and Facebook.
For this research study, interpretivism research philosophy will be executed by the investigator because the research study is subjective in nature. This research philosophy could enable research scholar to obtain the theoretical figures and facts with respect to the RO1 and RO2. In addition to this, the inductive research would be executed caused of relevancy with specified research philosophy i.e. interpretivism research philosophy (Hajli, 2015). This approach would facilitate research scholar to collect the outlook and perception of the candidates about research matter.
For this investigation, mixed research design will be used by the researcher to meet RO1, RO2, and RO3. This research design will be selected by the researcher as it comprises the features of both quantitative and qualitative research design (Dessart, et al., 2015). The qualitative research design could be effective for gathering the theoretical information about current research matter and supports to meet the RO1. Apart from this, quantitative research design could be effective for collecting numeric data with respect to current research concern and assist to meet RO2 and RO3.
For this research study, literature review, and survey through questionnaire will be practiced by the researcher to meet objectives and aim of the investigation. Survey through questionnaire research strategy could be effective for collecting opinion and views of research participants about research matter (Hajli and Sims, 2015). Moreover, literature review approach would permit research scholar to get opinion towards the impact of social media on consumer purchasing behavior. In addition, research scholar will assist the researcher to enhance validity and reliability of the research result by considering the primary information.
Importance of social media in building consumer loyalty, interacting with customers, and building brand awareness
The data collecting tool plays an imperative role in collecting data about the impact of social media on consumer buying behavior. In this study, the researcher will execute both primary and secondary data collection method. The primary data collection method will assist the researcher to collect fresh facts and figures about research issue (Stephen, 2016). It will support the researcher to obtain valid and reliable result towards the research matter. In contrast to this, secondary data collection method tool will also be practiced by the researcher to collect non-numeric information towards the current research issue. Moreover, it is also analyzed that secondary data collection method could be collected by many methods like company websites, government sources, academic journal, textbooks, and offline sources (Severi, Ling, and Nasermoadeli, 2014).
For this investigation, the researcher will use the probability sampling method as it could assist to collect feasible information without any biases. The probability sampling method enables the investigator to consider the random method for selecting the candidates in research. Through this technique, the researcher will be capable to get reliable tools and techniques (Fan and Gordon, 2014). This technique could offer the equal chance to the researcher to choose participants for conducting their research matter. In this, the researcher will select 55 consumers of Atlantic Star Airlines from a different region of UK to collect the feasible information and solve the research matter.
In this study, the researcher will practice the statistical data analysis method to perform this research concern. Moreover, the researcher will use the Ms-Excel software to examine information by considering many tables, charts, and graphs. It would be imperative to build the knowledge towards findings of research matter (Hudson, et al., 2016).
The research scholar could consider many components that could directly influence obtained research outcome. There are many components such as time, resources, and cost. Furthermore, the targeted time could facilitate research scholar to meet the aim and objectives of the current matter (Goodrich and De Mooij, 2014).
Ethics is practiced to conduct the whole research process in a systematic manner. For this, research scholar will use university instruction for eliminating possibilities of ethical issues in research matter. The researcher considers many factors for eliminating the ethical issues form the research concern like plagiarism, copyright act’s violation, and data manipulation. In this research, the researcher will also use ethical norms by which they could secure confidential information of research participants (Hudson, et al., 2016).
References
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