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“An Investigation of the impact of Social media marketing on customer

purchase intent in retail industry of UK: A case study of Asda”

Signed Statement
“Here it is certified that the dissertation work has been conducted only be me and is not
submitted for the same purpose of any other degree”
______Name________
___, ___, 2015

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Acknowledgement
I would like to acknowledge the contribution of my supervisor who gave me perfect
suggestion that was required to complete the dissertation work.
I specially thank to those correspondents including the customers and sales persons of
Sainsbury who gave their valuable time and attended the survey questionnaire.
At the very last, I would like to thank all the related parties with the dissertation.
_____Name____

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The brief discussion about the social media marketing is given in the research by showing different aspects of it. Social media is emerging as an important tool for influencing customers and ultimately their purchase intent which refers that both social media and customers purchase intent are corelated. direct and constant communication between different types customers which ultimately brings the company closer and familiar with the target customers. reviews and comments of the different customers which reflects the current market conditions and scenarios that will help to design more customer oriented strategy for getting more customer insight and customer preferences.Abstract: Social media marketing has become a recent phenomenon in the current business world because opens a path of free.Besides the customer purchase intent is fully described here. Besides. research strategy. Regression analysis showed all the independent variables are effective and have some impacts on the customer purchase intent. Research methodology was properly discussed and the reader can easily get acquainted with several terms like research design. research method and so forth. Researcher has successfully attained all the objectives in the research. 3 . Researcher found through its survey questions that respondents are highly positive towards the survey questions regarding the impact of social media on customer purchase intent. correlation analysis shows positive impacts on customer purchase intent. Almost 80% of the respondents were agreed about the survey questions about the customer purchase intent. Besides. research method. the reader can have an overview over the limitation of the research and ethical aspect that must be considered in the research. research strategy. data collection and sampling method and data analysis and techniques. The objectives of the research is to investigate different aspects and importance of social media marketing enables the company more competitive by generating opinions. This chapter provides the opportunity to the readers to clearly and easily understand the reasons and justifications of using a particular research design. The average mean and mode value also support the statement.

products. few recommendation were made to make the situation improve its current social media marketing strategy for be more effective in gaining customer purchase by influencing their intent. schemes. information and other things for influencing customer perception and getting more response. Table of Content 4 .At the end. Social media marketing mainly aims to increase the trafficking in the social media sites and its websites to present or demonstrate different offers. reviews.

................9 1..............................................................................................16 2....3 Problem statement........................................................................................9 Structure of the research......2 Importance of Social media marketing......4 Instagram.......25 Chapter Three: Research methodology........................................2 Research Philosophy....................................................... 28 Positivism.......... 3 1 2 Chapter One: Introduction:...............................................................................................4 Customer purchase intent:................................................................................................................................................................................................................ 28 Phenomenology......................................................3........................3....................12 1..........................................................................................................................................12 1..............................3...................7 Research hypotheses.............Abstract:......................................8 Scope of the research:... 12 1...................... 27 Interpretivism.......... 30 5 ....5 Relationship between social media marketing and customer purchase intent:.........................11 1................................................................1 Background of the research:..10 1.......................................................................................................................3 Approaches of Social media marketing.................20 2....27 Epistemology............... 27 3.....................................9 1.............4 Research Strategy...................................................15 2...........................................11 1.................6 Questions of the research............................ 18 2.................................................................................................................................................................................................................1 Research design.............................................. 23 2...........4 Aim of the research:........................27 3..................................... 11 1.................................2 Rationale of the research:.....................................1 Twitter................................3...............................................28 3................18 2...................................................2 Facebook.................... 19 2..........13 Chapter Two: Literature Review.............................. 19 2....................................................................................................................5 Objectives of the research................................................................ 20 2......................5 You Tube.... 28 3........................... 19 2............................................................................................3 LinkedIn...............................3.......................................................................................1 Social media marketing...............................6 3 Conceptual framework:..............................................................................15 2...............................3 Research Approach............

.............................. 43 4......................1.....................................................7 YouTube...................... 37 4...............................................................1 Result............................................1...... 56 5..................................................................1 Demographic Profile of the Respondents.......................................1 Conclusion...........32 3................15 Twitter has more customized features for its advertising policies than Facebook?..............3............ 64 Appendix A................................................ 69 6 .............................................................................................1................................................6 Data Collection Method................................................ 44 4.........56 5.................................3 Facebook......................................2 Recommendations:.............................32 3......................................................................................................................1..............................................................................1.................................4 Google Plus. 34 3.....................8 Data Analysis tools and techniques....................................1.......... 41 4.................... 69 CONSENT FORM.......................... 40 4..............................................................................................48 4........ 64 PARTICIPANT SOCIO DEMOGRAPHIC PROFILE......... 51 Chapter Five: Conclusion and recommendation..............................................................7 Data Sampling Method....48 4........................................................5 Twitter.............................1.......10 Correlation Analysis.............................47 4......................... 36 4............................................................6 LinkedIn..........................13 Through which social media you are getting influenced mostly for purchasing the products of ASDA?................................................1.....................45 4............................36 4..................1....................................................9 Limitation of the study......9 Customer Purchase Intent (CPI)........................................................................................................................1..........8 Instagram.....................34 3......................64 Appendix B.............................12 Which one is the most attractive and influencing social media?..11 Regression Analysis....................................................................................................................2 Cronbach's alpha...............................1....1..........................5 Research Method................. 60 6 Appendices.................... 35 4 Chapter Four: Result & Discussion.............................................. 50 4.......................1..................14 Facebook’s advertisement policy is less disturbing than other social media? 49 4......36 4.................................................................................................1......................................................................... 39 4...............................1......................10 Ethical consideration..............................................................................................................2 5 Discussion......................... 38 4.............46 4................... 31 3........ 58 References..

................................. 48 Figure 10: Descriptive result of Facebook’s advertisement policy is less disturbing than other social media..........................................................................................................................................................................43 Table 9: Descriptive result of Customer Purchase Intent (CPI).........................................47 Figure 9: Descriptive result of Which Social Media Customers are influenced to purchase the products ..................................................... 45 Table 11: Model Summary of Customer purchase intent.........................45 Figure 8: Descriptive result of Most Attractive social Media.....................41 Figure 5: Descriptive result of YouTube........................................................................................................................................................40 Table 6: Descriptive result of LinkedIn....................46 Table 12: Coefficient of Regression...................................................................36 Table 2: Descriptive result of Cronbach's alpha....................... 50 List of Table Table 1: Descriptive result of Demographic Profile of the Respondents................................................................................................................................................................................................39 Figure 3: Descriptive result of Twitter......................................................................................................................................................................................42 Figure 6: Descriptive result of Instagram...................................................... 49 Figure 11: Descriptive result of Twitter has more customized features for its advertising policies than Facebook...................................41 Table 7: Descriptive result of Friend-Feed.................................................................. 46 7 ..............................37 Table 4: Descriptive result of Google Plus...................39 Table 5: Descriptive result of Twitter......................................................................................... 40 Figure 4: Descriptive result of LinkedIn.................................................44 Table 10: Correlation Matrix.................................44 Figure 7: Descriptive result of Customer Purchase Intent (CPI)......................................List of Figure Figure 1: Descriptive result of Facebook...............................................42 Table 8: Descriptive result of Instagram..................................................................................................................37 Table 3:Descriptive result of Facebook...............................................................................................................................................38 Figure 2: Descriptive result of Google Plus........

verbal and written communication to meet the query and interest of the customers (Yu et al. In the social media every company who are in social media marketing they 8 . social media will help the Asda to tackle competition in very precise way by different visual.. everyday’’ and its promotion also based on solely on price. Social media marketing is the process of using social media channel for promoting and marketing a company’s product or service that will satisfy customers need at desire level of expectation. According to Samson et al. (2014) Customers purchase intent are always influenced by several factors that is most important for the company increase the customers purchase intent by which company can achieve their objectives. 2015. Social media marketing is a “Next big think” that’s yet temporary but proper understanding and implementing of social media marketing tools company can gain and attain customer intent that Asda have.1 Background of the research: Asda is the name of largest retail chain stores in UK which was formed by a group of farmers from Yorkshire (north of Britain) in 1965 and it was expanded in south in seventies and eighties by the process of bought rival chain of superstores Gateways in 1989 (asda. In 1999. 2013).1 Chapter One: Introduction: 1. Besides. There are some social media such as Facebook. Skype. Asda has board range of retail business sector such as food. It is also important to get desire response from the customers that helps to the marketer to decide on what media channels work effectively in the field of social media marketing. toys and financial services. Myspace. ASDA got the membership of the WalMart family after that they experienced the number of customers are increased at signified rate. LinkedIn.com. general merchandise. Twitter. clothing. Instragram. Asda’s main aim is to attract customer by offering low price at convenient and then they express a slogan that is “saving money. etc by which a company can reach their potential customers or to current customers that also helps to gain customers attention about product and service or to attain customer purchase intent.faulds and mangold (2014) said that Social media is very essential in influencing customer purchase decision because customers are always influenced by different massage or content that gives a clear idea about product or service which will purchase or not.

rate customer service and ask question from which customers are well informed. 1. by using social media company can directly connect with customers in whom customers are also interested to engage with company to review the post about product and service. can be attracted by showing and giving different current news and offers. can get appropriate and meaningful messages through different media. which can help Asda to gain customers’ attention and finally gain their purchase decision in favour of it(Samson et al. 2014).2 Rationale of the research: Social media marketing is now widely used tools by Asda because Asda is trying to keep balance and appropriateness in its communication process where customer will directly connected with the organisation. Zerralla said in her book.should recognize their brand or identities to the audiences or customers that helps to make customer loyalty. Asda always wants to get maximum number of purchase from the customers by providing value proposition through its message by using different media where social media marketing is most effective tool in this area. can involve in interactive communication. When an advertiser provides an ads by using social media such as facebook. Social media marketing is effective in increasing message impacts. customer knowledge. proper investigation is needed to get the real situation on 9 .. Unlike traditional media that is often cost prohibitive to many company. Asda needs to get customer purchase for making it more profitable and sustainable where social media marketing is big player. in this case advertiser needs to know how attract and influence the audience to read or see the ad and try to provide most attractive and influential content that helps to attract to users of the social media. but social media is a field in which there is no need of astronomical budgeting for these any company can use social media to promote their product or service to customer who know or don’t know about them (faulds and mangold. According to Werbin (2011). 2014). 2011). twitter. So. customer expertise. instagrametc audience can ignore. media and audience fragmentation which all are helping in gaining more customers’ purchase through influencing their intent (Werbin.

To analyse customer purchase intent and different factors related with this of Asda. researcher has faced the main problem which channels or tools they should use in social media marketing that can reach to the ultimate customers.5 Objectives of the research This research has the following objectives:  To investigate different aspects and importance of Social media marketing taken by   Asda to attract customers. 10 . Besides. Here. Asda can post or upload content in which customers or followers express their opinion by like. comment. 1. researcher should follow the most popular social media by which an exact information can collect from the users so that its gives an accurate research result.the basis of Asda.3 Problem statement This research is prepared to show investigation of the impact of social media marketing on customer purchase intent. In Facebook and twitter.4 Aim of the research: The aim of the research is to analyseAsda’ssocial media marketing on customer purchase intent. researcher also has faced a problem that they can’t reach to the mass people or audience to collect the accurate information about the impact of social media on their purchase intent. different aspects or elements of social media will be analysed by taking feedback of the customers which will enable Asda to get real customer insight. This research will reflect the effectiveness of social media in influencing customer purchase intent. 1. This research will illustrate the co-relation between advertising affects increase in customer purchase intent. So. Besides. To inquire the relationship between Social media marketing and customer purchase intent of Asda. customers are well interested to interact directly with companies by seeing and reviewing the company’s web site or other channel. On the other hand. 1. Customer purchase decision making process will be analysed with different perspective which will help to design effective social media marketing process. and sometimes dislike.

This research will reveal different aspects of the social media marketing and its importance on the perspective of Tesco. here researcher will discuss these issues thoroughly for getting full insight of them. The effectiveness of social media marketing of Asda on customer purchase intent will 11 .7 Research hypotheses H0: There is a strong relationship between Social media marketing and customer purchase intent of Asda. 1.8 Scope of the research: This research is prepared on the basis of the social media marketing and customer purchase intent. H1: There is no any strong relationship between Social media marketing and customer purchase intent of Asda.6 Questions of the research The very questions of the research hence:   What are the Social media marketing used as strategy by Asda to attract customers? What are the different social media sites used by Asda as part of social media  marketing? What is the importance of Social media marketing for a retailing company a study on    the basis of Asda? What is the current situation of customer purchase intent about the Asda? Is customers possessed positive intent about Asda’s product? What are different factors and consideration affecting customer purchase intent of  Asda? What is the relationship between relationship between Social media marketing and customer purchase intent of Asda? 1. 1. To recommend Tesco to reshape Social media marketing in order to influence customer purchase intent more effectively. This research will also show how customers make their purchase decision and how organisation can influence the purchase intent to get the purchase in favour of it.

questions. researchers and academicians regarding the research topic. hypotheses and problem statement is given here for proper understanding of the research Literature review Here. Result and discussion In this part. researcher will discuss about different findings. Methodology The methods and technics that are used in the research by researcher are described here with proper and appropriate justification. aims. the result or data analysis will be given in statistical data and then research will explain all of them. Besides. Then required recommendation will be made to improve the current situation to make it more effective. Conclusion and recommendation Conclusion will be made at last part where research will show how much appropriate and successful he is in attaining research objectives. research will also discuss about the research findings and previous research findings to compare the result. A conceptual framework is also given here. 1. Besides. required recommendation will be made 12 . research will give short introductory note about the research topic and company information and involvement regarding her research issues. statement and conclusion of different writers.be discussed with proper analysis and proper investigation. The objectives.9 Structure of the research Chapter name Description Introduction Here.

13 .for better and sustainable improvement.

1 Social media marketing Social media marketing has become a buzzword in the current business world because opens a path of free. (2006) have argued that user generated contents are getting more preferences by the business organisations as today’s world is customer oriented and organisation always prefer to manufaturer and sell goods which are preferred by the customers not by them. besides some people can intentionally create negative image by commenting unnecessary and false statements in the social media sites. Fredrich (2009) has found that firms are now make affiliation with the social networking sites to catch the attention of the customers more at the social networking sites and create attention and preferences among the customers with lower cost than the traditional communication sites. Fotis et al. social media marketing enables the company more competitive by generating opinions. statement and conclusion of different writers. reviews and comments of the different customers which reflects the current market conditions and scenarios that will help to design more customer oriented strategy for getting more customer insight and customer preferences. here social media marketing is doing lo contribution by collecting customers opinions and providing customers an opportunity to express their intended products from the company. Robinson (2010) further added that any confidential information can 14 . direct and constant communication between different types customers which ultimately brings the company closer and familiar with the target customers (Saboo et al. Charron et al. 2015). (2015) believed that social media marketing is good for the organisation but to some extent it makes customers over-powered which ultimately leads the way to creating weakness and potential negative image in the market. On the other hand. According to Brennan and Croft (2012). Saboo et al.2 Chapter Two: Literature Review Here. researchers and academicians regarding the research topic.. (2011) has explained this is an era of information technology and free flow of information needs to be insured by the organisation for making customers’ well informed and knowledgeable for making purchase decision after considering several factors. the researcher will discuss about different findings. A conceptual framework is also given here 2.

social media marketing could simply define as promotion of a brand or products through utilization of social media channels. wikis.. users could utilize the platforms of social media to present their own webpage.stated that SMM has emerged as a complementary to the historical internet based promotion strategies like email subscription newsletter and other internet based ad programs that influence consumers purchasing behaviour. According to Werbin (2011). podcasting etc. groups. Lee (2014) has found that sssocial media facilitates not only the user generated contents but also provides the opportunity to build relationship between various individual. Traditional marketing involves one way communication which often called push based 15 . direct and constant communication between different types customers which ultimately brings the company closer and familiar with the target customers. posts. The proper combination and use of social networking sites and social media websites to market a company’s producy or service can be stated as social media marketing (Wallack. The social media marketing of Asda seems very potential and it is doing great in the organisational success perspective. easily with less cost and more responses. share information and develop online community. Wallack (2002) stated that social media marketing is used not only to promote. Under SMM. social media marketing has become a key concern for the firm as a critical tool for conducting its communication and marketing programs more quickly. but social media has got some potential pitfalls and to analyse the Asda’s social media impact a deep analysis is needed. On the other hand. 2014). 2014). 2. audios.be leaked unintentionally through the social media sites and for getting effective result organisation must engaged constantly and without any intervene to provide feedback to the customers which sometimes generate cost for the organisation. products or services to communicate with the mass and listening to their opinions (Natarajan et al. It provides the opportunity to make conversation. that users in the internet system basically create(Veeck and Hoger. For its diversified nature. chats. communities and even with particular brand or products. Taprial and Kanwar (2012) has found social media marketing as the buzzword in the current business world because it opens a path of free.2 Importance of Social media marketing SMM has got some identifiable advantages over traditional marketing communications. blogs. As that was what traditional advertising channels could not achieve. 2002). Social media is most often considered as UGC which may include various elements like streaming videos. but also emphasis the communication with the audiences. images. Moreover.

reliance on television decreased from 51% to 41%. Most social media enable users to freely create and join communities such as Facebook. However. marketing with social media could certainly boost the exposure and awareness of a firm on the internet and promote the brand and its products and communicate with potential customers (Taprial and Kanwar.Apart from the advantages over traditional marketing communications.marketing (Kim and Ko. customers can freely talk about the brands and products online and can feel free to share with anyone they liked (Wallack. Moreover. 16 . companies can build community for its products and business. the existence of social media has changed the situation and information is no longer wholly controlled by the company. 2015). 2012). 2009). format and medium of communications which were instructed collaboratively between the firms and its paid agency (Taylor. it made consumers feeling closer with the brand and therefore might be a source of loyal customers (Taprial and Kanwar. On the other hand. In other words. Meanwhile. Instead. SMM helped enhancing and managing customer relationship for brands. SMM could evaluate company value under the great platform provided by social media for exchanging sources and opinions (Kim and Ko. 2013). such as the schedule. from 14% to 21% (Chen. Moreover. from 46% to 42% on newspaper and from 38% to 27% on printed magazines. 2002). Veeck and Hoger (2014) further added that people sometimes do not expect information but firms push the information regarding their products to the people. LinkedIn and so forth (Joel. 2008). it has also created other advantages too for people. Moreover.. through social media marketing. the traditional media doesn’t include an interactive mode of communication where social media marketing involves not only two way or interactive mode of communication but also facilitates dialogue with people to have a better understanding about their needs (Mangold and Faulds. 2012). brand awareness and purchase intention than the traditional paid advertisements (Charron et al. Besides. 2014). 2006). Between 2002 and 2004. Communities are extremely valuable and beneficial to marketers and entrepreneurs due to the extremely high accessibility to the right group of target customers (Fisher. 2013). 2012). First of all. in the traditional communication model. Social media marketing that passed along or shared among friends had a more powerful impact on advertisement recall. activities under social media marketing (SMM) provided an occasion for reducing consumer’s misunderstanding and prejudice towards the company (Richard. In addition. 2012). Twitter. More importantly. The only increase shown was the Internet. it has widened the firm’s ability to motivate the customers purchase intention. the components of promotional mix were organized in a collaborative way. social media marketing was beneficial to both business owners and consumers in the sense that an exchange platform was created.

1 Twitter Twitter can be said to be as one of the most popular form of social networking sites that creates the path and opportunity for the firms by enabling them to promote their products. Business firms can find a critical source to fetch information and analyse them properly to have thorough review of what customers say about them and their brands and grab the attention of the customers (Mitchell.3. 2014).3 Approaches of Social media marketing The basic approaches which are called as passive strategies and active strategies have a significant impact on the social media marketing (Veeck and Hoger. Twitter provides the opportunity to many firms to link Twitter’s messages 17 . LinkdIn. 2002). He further added that these types of social media fall under the dimension of active approach of social media. social community contents and online organizations where people can express and share their opinions and comment on brands. 2012). The passive approach suggests that SM may be critical source for market related information and it may have elements like blogs. Therefore. 2.There are few challenges of social media marketing. 2009). how to choose the best and differentiate from competitors are also the top concern of marketers nowa-days (Taprial and kanwar. Auker (2014) has found that social media can not only be used as direct marketing and public relation tools but also can act as a useful tool for communication through online advertising . Youtube. there are numerous choices of social media and many companies are using them. sales promotion through the various offers.On the other hand Das (2013) has added that these passive media does not actively involve the marketing of brands and products of the firms. Instagram and Twitter and many other forms of social networking sites and other creativity – work sharing sites. 2. They promote the brand passively with a limited view.Second. first. the problem is the nature of social media –UGC (user generated content). services and brands through the limited 140 characters that may appear on follower’s home page (Joe. 2013). It includes major social Medias like Facebook. Negative impacts to the reputation of the firm arise as a large amount of information regarding its products and services were generated and discussed among individuals without any control (Mangold and Faulds. products and services (katona. 2012).

Rojer (2011) argued that LinkedIn members have the opportunity to use Company pages which resembles the Facebook pages and that facilitates the firms to promote their brands and products and make an interaction with the customers.to the various websites photos. Joe (2012) has found that members of LinkedIn can enjoy the facility to promote their various social networking activities onto their LinkedIn profile page through the use of various widgets. testimonials. 18 . images. 2013). facebook profile and various products’ websites.2 Facebook Facebook is a form of social media which provides pages that are more elaborated and fascinating than the twitter and other social networking sites (Akyol.3. The speed of response and the response rate are quite high and it has got huge number of users and daily tweet volumes are numerous (Schirr.3 LinkedIn LinkedIn is another popular form social networking sites that is customized for the business professionals and provide the opportunity to the firms to prepare a professional profile for themselves and their businesses to have good contact with the other professionals and businesses (katona. This site also acts as a source of information for employee recruitment for the many firms. 2013). make purchase intention among them and generate business partners as well. 2. 2013). videos. 2014). Its announcement is considered as reliable mentorship and often facilitates many companies to come up with certain advertising solution to some problem (Auker. Woo (2014) has identified that Facebook has provided the path for creating fan pages and through they encourage the firms to build online community for their brands and by like and comment button consumers can interact with the firm and its brands. Woo (2014) further added that LinkedIn facilitates the firms and various members to stimulate and generate sales leads.3. short and long description about the firm and its various brands (katona. 2. Rojer (2011) futher added that the fan pages of facebook involves updated information regarding the firm and its brands which provides enriched information and motivates the fans and other people to fetch knowledge about the firm and its brands and ultimately influence their purchase intention . Facebook can act as an important tool for social media marketing by providing the firm the path for posting various videos. 2013).

Millson (2012) has narrated that customers generally shows different type of purchase behaviour while purchasing the products based on the involvement level and quality of the products and organisation must put special consideration on these different behaviour to design different types of strategies which will be effective towards different types of customers for getting maximum purchases from them and making them loyal to the company. 2. Millward (2012) considered You Tube as carrying the reach media contents.4 Instagram The user engagement rate of Instagram is incresing at higher rate than that of Facebook and Twitter (Millson. 19 . 2. 2012).(Veeck and Hoger. events and successful entities in form of video blogging which may create a strong stimulation in the mind of current and potential customers (Taylor. 2011). 2014). Dutta (2014) has further added that many firms now vigorously encourage and implement their visual marketing strategy by using this mobile app by capturing the attention of the market segment and stimulating purchasing interest of them on the company’s products and services. 2008).3.3.5 You Tube This social media includes video and audio files that facilitates firms to post their stories. Morison (2011) has stated customer purchase intent can be influenced by several factors and organisation must focus on this and design special strategies to attract this to get purchases in favour of it.4 Customer purchase intent: Customer purchase intent is the most complex scenario of customer psychology because here customers decided to purchase products from any particular brand or particular products after evaluating certain key factors (Weinberg and Berger. Instagram is supported by both android system and apple. Firms also have the facility to sponsor a video in the you tube. visual environment by enabling to interact with actual and potential customer base. On the other hand.2. Firms can also make their ads in sync with various popular videos and music to promote their items and services. A study estimates that Instagram has become more pervasive and around 93% brands prefer instagram to be their part of promotional mix. as to catch the attention of their prescriptive spectators through storing and sharing imagery in a rich. Taylor (2008) has identified the use of Instagram in case of firms and organizations.

Figure: Hierarchy of effects model Source: www. (2015) 20 . which must be key consideration for the business organisations at the time of designing strategies. getting more liquid and overall gaining competitive advantages by getting purchase over the competitors.superbrand. it is not possible to get customers’ preference to get purchase in favour of the organisation. Weignberg and Berger (2011) critically emphasized that customer purchase intent is the most complex scenario of customer psychology because here customers decided to purchase products from any particular brand or particular products after evaluating certain key factors. sustainable growth and development of the organisation is only possible through proper analysis of the customer purchase intention and behaviour because it can help to make the organisation for profitable. Das (2014) has defined customer purchase intent is as the customer’s interest in and likelihood of purchasing particular items (Kim and ko. Fan and Sokorai (2011) believed that for making the organisation successful in the business market authority must take decision for making and designing appropriate strategies to influence customer purchase behaviour and intention because without doing so. 2010). According to Millson (2012) .net.Chinomona and Sandada (2013) explained that customer purchase intention can be influenced by the demographic condition of the customers while geographic dimension is also playing significant role because customers generally shows different purchase intention based on the geographic conditions.

Cutomers purchase intention can be influenced by several factors and firms must focus on this and design effective strategies to attract them and get purchase in favour of them (Goel. conviction and purchase. Consequently. marketers must make effective decision and strategies to influence customer purchase behaviour and intention because it is not possible to get customers preferences without doing so. 2013). liking. Akyol (2013) identified that the buyer readiness stages involve awareness. preference. This information 21 . knowledge and preference would form an attitude towards the brand and product which in turn affecting consumer’s buying intention.2014). quality and benefit sought by the product. Among this the first two stages are called cognitive stage which involves being aware about the brand and searching information about it.Huan (2012) explained that purchase intention was closely associated with awareness (cognitive stage) and preference stage (affective stage) towards a brand or a product. Fisher (2014) further added that before making a purchase of a new product and brand. Schirr (2013) has found that consumers make their purchase intention on a particular brand or product based on the need of that product. Customer relationship was formed by the attitude towards a brand and therefore purchase intention was also to be influenced by this relationship (Lee and Lee. getting more liquid assets and over ally gaining competitive advantages by getting purchase over the competitors. sustainable growth and development of the firm is only possible through proper analysis of the customer purchase intention and behaviour because it can help the firm to make the firm more profitable. which must be key consideration for the business organisation at the time of designing strategies. the awareness. Le Roux and Kremer ( 2014) stated that for attaining the success in the business market . On the other hand Huang (2012) explained that customer purchase intention can be influenced by demographic condition of the customers while geographic dimension is also playing significant role because customers generally shows different purchase intention based on the geographic condition of the customers. knowledge. services associated with product and the available information of that product. availability of that product. consumers go through several stages of buying readiness stages. Morison (2014) critically analyzed and found that customers typically show various purchased behaviour while purchasing the products which are based on involvement level and quality of the products and organisation must put special consideration on these different behaviour to design deffernt strategies which will be effective towards different types of customers for getting maximum purchases from them and making them loyal to the company. According toMarsha l(2011).

Newspaper. consumer’s purchase intention would easily be influenced by external environmental factors during their decision process. Dutta (2013) further added that In the past. information is overloading online and offline. is influencing consumers purchase intention. consumers would be exposed to tones of products information and promotion and become aware of certain products. Social media has become a platform for mass communication and creating influences on the customers mind and thus creating purchase intention in favour of their brand (Piltz. Mail. Billboards etc. 2013). by participating in social media activities. they used to collect information from traditional communicational channels like TV. Consumers search the information regarding various brands and products from multiple sources and form their attitude toward the firms’ brands and products (Saluja and Singh. Samson (2011) added that Based on the information and previous experiences about products. 2011) in the present world. 2. But. attract new customers as well as retain their current customers. Weignberg and berger (2011) has got the evidence that consumers are switching from the traditional sources of information to online information like Social media in the present context. purchase intention can be used to estimate a consumer’s potential contributions to a firm or brand. Therefore. Magazine. 2014).search has become more comfortable because of the different form of social media. Radio. These are how external environment especially social media. they could forecast their future profits. they make the preferences and purchase intention regarding the product. Thus understanding factors that are influencing customer’s purchase intent is extremely significant to a firm. According to (Marshal. In this way. now they are more willing to search the information that are easily available to them and social media marketing facilitates that availability of information more easily at their hand. For example. Russell (2012) has identified the fact that by reading information of product and comments of others.5 Relationship between social media marketing and customer purchase intent: Social media is emerging as an important tool for influencing customers and ultimately their purchase intent which refers that both social media and customers purchase intent are co22 . they were able to acquire knowledge so as to form liking and preference to the product. In sum.

2011). Many of them basically search for other’s comments again and again before making purchase(Taylor. 70% of consumers gathered information from participating in social media. Kumar (2014) further added that social media marketing is getting so much popularity that almost every large organisation is now introducing social media marketing because it opens a path to reach the target customers at cheap cost. Social media marketing was perceived as a more trustworthy source than traditional marketing communication tools and promotional mix regarding to information and products (. Besides. sharing information and creating online word-of-mouth. Now. Moreover. According to research done by DEI Worldwide (2008). which can help the organisation to influence customer purchase intent. Levy (2013) has found that social media is flourishing as a critical tool for influencing customers and persuading their purchase intention to the firms products and services which indicates that both social media and customers purchase intent are correlated. 2011). Weinberg and Berge (2011) have argued that people are now engaging at huge rate in social media as an alternative of mainstream media and also passing a significant time there. over 60% of consumers trusted the comments posted by other users. Moreover. consumers actively search for and sought various types of product and service related information in the internet by interacting with the people on the social networking sites. social networking sites had significant impact on purchase decision of internet users visiting those sites (Weinberg and Berger. Lee (2013) expressed that social media marketing is really playing a vital role in this information technology era by engaging more customers and attracting their purchase intent. In particular. Besides. 2014). Now-a-days. live streaming about products. They continued to point out consumers who visited social media to get information made better purchase decision than those without. Now people are influenced more by external environmental factors and social media has performed a critical role as a external source of information to the people and influencing their attitudes. which can help the organisation to reach both online and on store customers by influencing their purchase intent. which can be taken as a chance to influence the customers and their purchase intent by showing picture. 2013). 78%of worldwide 23 . According to Blackshaw and Nazzaro (2006). 49% of these customers would make use of the information they obtained on social media to make purchase decisions. Fan and Sokorai (2011) expressed that it helps to make the organisation transform into a click and mortal company from the traditional brick and mortal company. consumers are more cling to several kinds of social media to conduct research on information to assist their decision making (Suki. Besides. 2008).related (Saluja and Singh.

customers believed the reviews regarding products and services written by online consumers than any other sources. Though social media marketing has got immense popularity. Aljasir (2013) critically analyzed and found that social media marketing has got more popularity that almost every large organisation is now introducing social media marketing as it opens a path to reach the target customers at cheap cost. which can help the organisation to influence customer purchase intent. which can help the organisation to reach both online and on store customers by influencing their purchase intent. rules and principles as a broad concept. A conceptual framework regarding social media marketing and customer purchase intent is shown below. it is still essential to reappraise the traditional media and social media marketing can be used in line with the traditional media but not as the only mean of communication for the firm. Tuten and Solomon (2013)stated that it helps the firm to turn itself from traditional brick and mortar to click and mortar company. It provides the means to make a brief review of the theories at a glance within a short time period. Facebook Twitter Google Plus Customer purchase intent LinkedIn YouTube Instagram 24 . This social media marketing is really playing a vital role in this information technology by engaging more customers and attracting their purchase intent. assumptions. 2.6 Conceptual framework: Conceptual framework provides the opportunity to visualize a theoretical concept by summarizing the theory.

Conceptual model was also created to get proper and insights to the research key terms and their implications. books. 25 . (2013) Through this chapter.Figure: Conceptual framework of Social media marketing and customer purchase intent Source: Tuten and Solomon. articles and so forth were well organized and presented for the purpose of the following study. the readers could have more in depth understanding about the key terms such as social media marketing. purchase intention which were related with this research. The useful secondary data collected from journals.

The researcher here focused on basically from the new dimensions and ideas. This particular chapter of the research basically described the research methods used by the researcherto analyse the research findings and proper justification has also been made. various empirical study and attempts suggested that research investigation can be developed from the various activities and those activities will be described properly on the study. This consists of the thorough analysis of procedures and methods that are in connection with the research. For this reason.2 Research Philosophy In this section. The purpose of the research can’t be served well by the alternative approaches. Descriptive and predictive research design also prevalent to represent the forecasting the future and upcoming implications(Wenzel.1 Research design According to Brace (2008). 2012). The social media marketing has become popular concept in marketing and communication and historically multiple studies were conducted to find the impact and relationship of SMM on the customer purchase intent. what 26 . It can exploratory which suggests that various empirical and historical researches have done on the research topic earlier. 3.3 Chapter Three: Research methodology The research methodology provides the way to systematically analyse the methods and procedures that used in the field of the research. researcher basically show and reflect the vital assumptions of the author where the researcher portrait the research strategy to develop a link between the knowledge and data which are acquired through various process. Research can also be analytical which involves critical thinking and thorough evaluation of facts and information relative to the research being conducted. It gives us the idea of how do we know things. Epistemology Epistemology is the theory of knowledge. study of knowing the presuppositions and foundations and its extent and validity. Besides. The research design falls on two categories. 3. the researcher used the exploratory research where the researcher reinforced the studies conducted earlier defined by Biddle and Emmett (2013).

is what we know and what are limitation of the knowledge (Emmett and Briddle.3 Research Approach 27 . 2008). 2010). as opposed to the event as it exists externally to (outside of) that person (Kirkwood and Zerbe. 2012). That’s why the researcher decided to use positivism for conducting the research. 2012). No hypothetical data and assumptions are used in this research. Various factual information is sought and collected from various researches. more realistic and practical data are used to reflect the realistic situation. thus interpretivism integrate human interest into a study. To ensure the reliability and validity. knowledge. theoretical and factual data by bringing relevance to the current situation or objective of the study. accomplishments. the outcomes and comments of the individuals act as the basis of the research and method (Wenzel. the use of assumptions and hypothetical data were avoided which also made this method perfect for the research to follow. This research is developed on the data which is derived from various types of primary sources and they are raw in nature for making the outcomes and data more reliable and suitable for the study. why we know. secondary sources and measurements relating to the past data and experiences that are considered to be more dependable (Lim and Mcaleer. Positivism Positivism is considered as the most critical method of research philosophy which states that researcher uses numerical. Interpretivism uses the previous studies and information of the individuals as the input of the research. The credibility of the research was also increased by the positivism because it uses more relevant and accurate data without any manipulation. Interpretivism Interpretivism involves researcher to interpret elements of the study. In case of interpretivism. 3. In this research. Phenomenology Phenomenology refers to a person’s proper perception of the meaning of an event.do we know. achievement.

(2015) Inductive Approach There is a profound similarity between interpretivism philosophy and the inductive approach and this inductive approach allows the researcher to analyse and interpret different real life stories to get particular rational which facilitates the path of the research (Kahl et al. The proper jurisdiction and justification for using a particular approach are described properly with explanation in below Figure: Research approach Source: Nair. data and theories and approaches (Rider et al. The first one is inductive approach and the other is deductive approach.For conducting a particular research the researcher can use two approaches. 2005 Deductive Research A deductive approach is related with the development of hypothesis based on the existing theory and then design a research strategy to test the hypothesis.socialresearchmethods.. Deductive theories are used by the researchers because it provides the opportunity and area to make a proper use of the current successful works to conduct research which make the research more viable and validate because of the proper use of knowledge.net. 2013). Figure: Deductive research approach Source: www. 28 . 2012)..

so survey method was considered as best for conducting this research.(kim. survey etc. Interview strategy represents that the research will be conducted by collecting information through taking interview.This approach represents the method of creating critically evaluating the situation and current facts. interview method could also be applied as researcher collected information and data from different managers. Deductive approach seems to be much more important for the research purpose as the researcher searches for the way to carry on more reliable study. That’s why.4 Research Strategy Research strategy basically involves case study analysis. Besides. Researcher has used deductive research approach in this research because researcher needed to develop hypothesis and assumptions based on the existing theories and knowledge because this research technique emphasizes on using existing knowledge. 3. experimental strategy might not be appropriate for this research and case study couldn’t be considered as better choice than survey method. Case study states the process of conducting research by collecting data and use logics from the case study analysis of different situations (Joel. 2013). Besides. that reason researcher also found it appropriate as it provides the opportunity to use primary data for this research which is better suited with the deductive approach. 2011) Observation refers to the act or process of observing something or someone carefully to gain information and conducting the research on the basis of observation. Researcher used the survey method of research strategy because research collected primary data for this research by using survey questionnaire for collecting responses from the selected sample size. Besides. This research was based on numerical data. assumptions and theories to conduct the current research. observation. experiments. Experimental research represents that research must be conducted in the laboratory or under close area. Observation method didn’t give appropriate and numerical data for the research. So the researcher has used both survey and 29 . this research was based on the deductive research approach. employees and students. Survey research strategy represents a way of conducting research that includes collection of data about what and how people think about particular matter by initializing question based or statistical surveys.

5 Research Method Research method describes the way researchers collect information from the respondents and other sources. Most often.interview method of research strategy for this research because this strategy fits the researcher and research purpose best.. The research methods can vary based on the data collection method. 3. In this strategy. 2003). The researcher must put more emphasis on the quantitative approach as this methods provide more precise and accurate information and result where different statistical and mathematical tools are used that represent that represent true results (Saunders et al.. That’s why the researcher has used the quantitative research strategy in this research as the researcher also applied deductive research approach and collected the research data in numerical form. researchers used the two categories of research method. Quantitative Research Strategy The quantitative research method represent that numerical data will be collected to conduct the research which conveys the philosophy of deductive research to determine whether a theory exists or not. data sources and data sampling methods. 2009). the researcher searches for information in the qualitative form and tries make a theory based on various assumptions. 2006). The proper uses and measurements of numerical data are ensured by that research strategy and hypothesis also made based on numeric data through which researcher find the relationship between theory and real world. This strategy is said to be affected low by the biasness and all the data are formed in the mathematical ways in this strategy that yields standard results (Golafshani. instrument types that are used in the research. 30 . Qualitative research strategy In case of qualitative research strategy. there is a huge chance of biasness because of the researcher’s own assumption and evaluation and researcher uses generally interview method for collecting information from the respondents (Krishnaswamy et al. This qualitative approach can be considered by the researcher if there is not enough numerical data and the research requires the personal insights and knowledge to make relation with the theory and real example.

. Researcher’s objective of preparing this research paper would properly be served by merging primary and secondary data collected through survey questionnaire.3. Researcher chooses to use whether primary data or secondary data or both of them by analysing the findings of data investigation. et al.6 Data Collection Method For making the research more validate and informative. 3. By using appropriate data investigation method researcher usually collects research data.2012) The researcher used both primary and secondary sources of data for preparing the research and those would be sought by survey and interview technique. article and research papers. online journals. Secondary data were collected from different books. Researcher uses primary data as well as secondary data to conduct the study. Secondary data means data which have already collected for another purpose and they exist already in some cases. studies and sources (McQuarrie. 1996). The data sources are shown in following figures Figure: Data collection method Source: (Tsai. research data provides the researcher more opportunities than any other factors.7 Data Sampling Method 31 . Thedata that are collected specifically for a particular research and collected directly from first-hand experience are often called primary data. and newspaper.

the researcher has found the random sampling best suitable for matching the research purpose and in this research a particular class of respondents were not highlighted. The researchers basically used to search for several arguments and opinions that facilitates finding actual estimation. cluster and stratified sampling. 2013). random sampling and systematic sampling.Sampling is known as the procedure for marking a vital part of a population for making assumption of the whole populations more easily and within limited time frame. Among the probability random sampling the simple random sampling is considered to be most easiest and mostly used probability sampling technique. On the contrary. the researchers gather samples in a way that doesn’t yield equal opportunities for all the items in the population of being selected (Brace. In case of non. it is based on the subjective and factual information where probability sampling ensures collection of numerical information. the researcher has decided to use probability sampling method as researcher found that this method served well the concept of quantitative research strategy wherehe found that non. the researcher often found it pretty rigid and difficult to use cluster sampling because of its inherent difficult nature and stratified sampling might not fulfill the requirements and expectations of the researcher. This research included a wide variety of sample which represented strong observations and alternative arguments. Besides. (2005).probability sampling technique.probability sampling is a technique of choosing the samples which will represent the characteristics of the population in a subjective and more intuitional and judgmental way. Sampling can be classified as probability and non-probability sampling.The researcher also used the random sampling method for this research because the researcher found it this method as devoid of biasness and this sampling method served the researchers objectives well by ensuring that each respondent of the population has equal chance to be selected as sample. Probabilty sampling can be identified as the technique of choosing the samples from the population in a way that facilitates each unit in the population of having equal chance of being selected Probability sampling can be made through three techniques as stratified sampling. Wenzel (2012) classified sampling technique as random. According to Sinkovics et al.. 32 . In this research. Considering all the sampling techniques. Non. sampling is the act or process of choosing respondents to participate on the research process.probability sampling technique served well the qualitative research strategy.

Researcher decided to collect sample size of 80 respondents based on some criteria lke
income, profession etc. which were assumed to properly reflect the all segments of the
population. The researcher has found it quite difficult for studying and analysing whole
population because ASDA has several limitation in analysing all the age group people,
income people thoroughly. That’s why the researcher determined several criteria like income
and professions as the basis for collecting 80 samples from various stores, professionals and
university students from several locations and another reason for choosing 80 sample sizes is
inadequacy of time and resources of the researcher.

3.8 Data Analysis tools and techniques
The researcher can use descriptive technique to investigate background and profile of the
respondents to estimate their perception regarding the associated the risk of trusting social
media as a reliable source of information and making purchase decision based on that
information. Some typical measurement such as mean, frequency distribution as well as
presentation of data through charts used to investigate data gathered through questionnaires.
Mean as well as frequency analysis used to measure the actual influence which is sought with
performance evaluation. Regression analysis is popularly used technique to measure the
result of independent parameters over reliant variable (ketchen and Bergh, 2004). Regression
analysis can be used to measure such situation to find out the relationship and effect amongst
the dependent variable and independent variables. The qualitative analysis of data was not
included as the researcher focused basically on the analysis of relationship and impact of
social media marketing on the customer purchase intent. Result and data analysis was
conducted by using SPSS that enables the researcher to perfectly interpret the statistical tools
for data analysis and result presentation. In this approach, the researcher also made sure the
proximity and intensity of variables.

3.9 Limitation of the study
The probability of partiality and biasness pops up, as the researcher might hide various
critical data in the survey possess and question’s responses from the respondents also might
possess risk of biasness. A major limitation had been that the respondents personally made a
decision to participate in the interview process, despite the respondents are basically chosen
33

randomly. If the respondents made any distinction or become overly aware of the final results
of the study, it might harm the overall results of the research and representative nature of
population by the sample. One question always pops up whether the respondents are
providing true or false information. This research is focused on the speciality of several
groups. If it happens then the research result just become specific and limited to people who
participated within the study.

3.10 Ethical consideration
The researcher must put a caution as well as consideration in relation to the investigation and
interview process to ensure that the respondents were not possessed any harm either
physically or mentally throughout the interview process. The first thing researcher has to
ensure that the respondents can end up the interview voluntarily and they must be informed
about the purpose, character and period of the investigation. Voluntary involvement, informed
permission, confidentiality of respondents provided information basically formed the ethical
rights regarding the respondent of the research. The theory of knowledgeable consent says
that the respondent must be notified or informed about the purpose of the research and the
period it takes during the interview process as well as the associated risk popping up in the
research and the researcher must ask for permission from the respondents. This research must
consider the IRB acclaimed knowledgeable consent type of research. The actual participants
must be informed by the researcher about the purposes of the research, ask for permission
through written document, inform the time duration and associated risk active in the risk
before documenting begins.

34

4 Chapter Four: Result & Discussion
4.1 Result
This part includes the result analysis and discussion of the result that has been found by the
statistical analysis of the data collected from the sample. In the questionnaire, the customers
were asked several questions regarding the store layout and design of the Sainsbury stores
and if these factors influence the customer buying decision in the retail industry. The
researcher has found several findings that might be shocking to the business world along with
taking contradictory opinion to some other related results.
4.1.1 Demographic Profile of the Respondents

In the sample, 80 customers of Asda were selected to whom several question was asked about
the layout and design of the Sainsbury stores. The respondents were selected based on race,
gender, age and profession. However, both male and female customers got the preference to
get selected into the survey. There was a requirement to be more than 17 years old for every
customer. However, Most of the customers were from the British and Other Europe areas.

35

The value of this analysis varies from 36 .1.2 Cronbach's alpha Cronbach’s alpha refers the reliability and consistency of the independent variables in providing actual and reliable information and output.Table 1: Descriptive result of Demographic Profile of the Respondents 4.

56 4. The 35% of the overall respondents were strongly agreed with the research questions.00 where value for than 0.72 Friendfeed 0.83 Google Plus 0. Table 2: Descriptive result of Cronbach's alpha Variables Independent Variables Dependent variable Cronbach's alpha Facebook 0.3 Facebook Facebook is the most widely used social media sites throughout the world because of its acceptance throughout the world. the average mean is more than 6 and average mode is also 6 which refer the positive influence of Facebook on Asda’s customers’ buying intent. 37 .5 refers high consistency and reliability.50 which refers the variables that are used in the research are reliable enough and respondents were consistent in their responses to the survey questions.53 Orkut 0. Almost all the variables scores more than 0. Facebook is really affecting anf created a new dimension in the social media marketing by adding different features for advertising.00 to 1. Besides.0.1.66 LinkedIn 0.49 Customer Purchase Intent (CPI) 0. Researcher has asked three questions regarding the Facebook to the respondents in the survey. 30% were agreed and only 4% and 8% consecutively were somewhat agreed or disagreed with survey questions which refer the respondents are very much positive about the positive impacts of Facebook on Asda’s customers.74 Twitter 0.

Table 3:Descriptive result of Facebook Facebook Strongly Agree 35% Agree 30% Somewhat agree 19% Neither agree nor disagree 3% Somewhat disagree 4% Disagree 8% Strongly Disagree 1% Total Number of Respondents 100% Mean 6.19 Mode 6 38 .

Besides. Table 4: Descriptive result of Google Plus Google Plus Strongly Agree 25% Agree 15% 39 . 25% were strongly agreed with the survey questions GP1.1. 8% Strongly Disagree .74 which all refers the positive opionion of the respodnets regarding the Google Plus.GP2 and GP3 where 11% were somewhat agreed. 3% Somewhat agree .9 which refers the somewhat agreed of the respondents. the mode value is 3. 35% Strongly Neither agree nor disagree . The average mean of the survey questions’ frequency is . From 80 respondents. Asda also uses the Google Plus for its social media marketing. 1% Somewhat disagree . 30% Figure 1: Descriptive result of Facebook 4. 4% Agree . 19% Agree.4 Google Plus Google Plus is now getting popularity in social media world but not as much popular as Facebook. Overall survey findings show that respondents are somewhat agreed about its impacts. 19% were somewhat disagreed whether only 2% were strongly disagreed.Chart Title Disagree.

Somewhat agree 11% Neither agree nor disagree 2% Somewhat disagree 19% Disagree 6% Strongly Disagree 2% Total Number of Respondents 100% Mean 5.1.5 Twitter 40 .74 Mode 3.9 Google Plus 30% 25% 25% 20% 15% 19% 15% 11% 10% 5% 6% 2% 2% 0% Figure 2: Descriptive result of Google Plus 4.

TW2 and TW3 code to use three survey questions for getting the response from the respondents. 27% of 80 respondents were strongly agreed. Researcher has used TW1. Table 5: Descriptive result of Twitter Twitter Strongly Agree 27% Agree 12% Somewhat agree 10% Neither agree nor disagree 9% Somewhat disagree 12% Disagree 15% Strongly Disagree 15% Total Number of Respondents 100% Mean 5.Twitter is widely used social media site mainly in the western countries. it can enable the users to give 130 words short tweet facilities with the photo and video sharing opportunity. which refers respondents are positive towards to the effectiveness of the twitter.9 41 .32 which refers the somewhat agree of the respondents whether the average mode is low which also justify the mean’s findings. 9 % were neutral whether 15% strongly disagreed. 10% were somewhat agreed. Asda uses twitter to conducts social media marketing.32 Mode 3. The average mean was 5.

So. 12% were agreed with survey questions but 16% were somewhat disagreed and 9% were strongly disagreed. Respondents showed that average 15% were strongly agreed the three survey questions. Table 6: Descriptive result of LinkedIn LinkedIn Strongly Agree 15 Agree 12 Somewhat agree 11 Neutral 7 42 .14 and mode is 4.5 which all refer the respondents’ positive opinions regarding the impact of LinkedIn in customer purchase intent. it can be concluded that respondents are somewhat agreed with the survey questions. Asda uses LinkedIn for attracting potential employees and find the corporate buyers.6 LinkedIn LinkedIn is now become the biggest professional sites in the world with huge coverage of corporate personnel.Twitter Strongly Disagree 15% Disagree 15% Somewhat disagree 12% Neither agree nor disagree 9% Somewhat agree 10% Agree 12% Strongly Agree 0% 27% 5% 10% 15% 20% 25% 30% Figure 3: Descriptive result of Twitter 4.1. The average mean is 5.

It has become a biggest platform to exhibit the products and its services through video clips. Asda uses the YouTube as a part of social media marketing. 16% of the respondents were strongly agreed with the researcher’s three survey questions.7 YouTube YouTube is another great medium of social networking sites which huge number of video.Somewhat disagree 16 Disagree 10 Strongly Disagree 9 Total Number of Respondents 80 Mean 5. 20% were somewhat agreed.11 Mode 4. Of all the 80 respondents.1.5 Linke dIn 9 10 15 12 16 Strongly Agree Neutral Strongly Disagree 7 11 Agree Somewhat disagree Somewhat agree Disagree Figure 4: Descriptive result of LinkedIn 4. 19% were neutral whether 9% were disagreed and 8% were strongly 43 .

Table 7: Descriptive result of Friend-Feed Youtube Strongly Agree 16% Agree 18% Somewhat agree 20% Neither agree nor disagree 19% Somewhat disagree 10% Disagree 9% Strongly Disagree 8% Total Number of Respondents 100% Mean 5.disagreed.56 and 4. The mean and mode is consecutively 5.9 44 .56 Mode 4.9 which all refer the respondents showed positive impacts about the YouTube on customer purchase intent.

23 and mode is 3.8 Instagram Instagram is the most popular medium of the photo sharing social media site. The average mean is 4. Respondents showed that average 8% were strongly agreed the three survey questions.21 which all refer the respondents’ positive opinions regarding the impact of Instagram on customer purchase intent.1. 8% were agreed with survey questions but 16% were somewhat disagreed and 16% were strongly disagreed.Strongly Disagree Disagree Somewhat disagree Neither agree nor disagree Somewhat agree Agree Strongly Agree 0% 5% 10% 15% 20% 25% Figure 5: Descriptive result of YouTube 4. it can be concluded that respondents are somewhat agreed with the survey questions. Table 8: Descriptive result of Instagram Instagram Strongly Agree 8% Agree 8% Somewhat agree 11% Neutral 18% 45 . So.

1. 25% were agreed.9 Customer Purchase Intent (CPI) Customer purchase intent has become the biggest focused issue in the whole business world. Researcher has designed 3 questions for the survey to identify the customer purchase intent and researcher has found that 55% were strongly agreed.21 Instagram Strongly Agree Agree Somewhat agree Neutral Somewhat disagree Disagree Strongly Disagree Figure 6: Descriptive result of Instagram 4.Somewhat disagree 16% Disagree 23% Strongly Disagree 16% Total Number of Respondents 100% Mean 4. 7 were neutral whether 3% were disagreed and 2 were strongly disagreed. It refers respondents were very positive about the customer purchase intent. The average mean and 46 .23 Mode 3. Customer are now getting more preferences and organisations are trying to influences the customer purchase intent.

44 and 6 which also refers respondents showed positive opinion about customer purchase intent.44 Mode 6 47 . Table 9: Descriptive result of Customer Purchase Intent (CPI) Customer Purchase Intent (CPI) Strongly Agree 55% Agree 25% Somewhat agree 7% Neither agree nor disagree 2% Somewhat disagree 6% Disagree 3% Strongly Disagree 2% Total Number of Respondents 1 Mean 6.mode are consecutively 6.

27 0.00 LinkedIn 0.00 Twitter 0.57 0. Table 10: Correlation Matrix Correlations Matrix Facebook Google Twitter LinkedIn FriendFeed Orkut Plus Facebook 1.10 Correlation Analysis The researcher applied statistical analytical tools to calculate the correlation of the variables. The researcher has found the relation between the customer purchase intent and social media marketing of Asda stores by the following correlation analysis.1.00 0.39 1.19 1.Customer P urchase Intent (CP I) Strongly Disagree Disagree Somewhat disagree Neither agree nor disagree Somewhat agree Agree Strongly Agree 0% 10% 20% 30% 40% 50% 60% Figure 7: Descriptive result of Customer Purchase Intent (CPI) 4.94 1.00 48 .00 Google Plus 0.

93 0. This means there is 45% impact of the social media marketing on the customer purchase intent.1.45%.99 0.82 0.85 0.214 0.36 0.85 This research findings showed that all the variables are highly correlated with each other because almost all the values are more than 0.67 1.90 0. Table 12: Coefficient of Regression Model Unstandardized Standardized Coefficients Coefficients t Sig.6%.737 a.20 0. So the R square is calculated 84.96 0.846 0. YouTube and LinkedIn The researcher has found that there is a positive relation of 84. Facebook. 49 .76 1.11 Regression Analysis Table 11: Model Summary of Customer purchase intent Model Summary Model R R Square Adjusted R Square Std. Google Plus.6% between the determinants. Predictors: (Constant).FriendFeed 0.5 which refers the positive relationship exist between the variables. Twitter.00 Orkut 0.858 0.79 0.55 0. This explains that 1% change in the social media marketing of the Asda stores changes the customer buying intent by 0. Error of the Estimate 1 0.00 CPI 0. 4.85 0.61 0.

609 0. 50 .058 0.137 0. Instagram has 0.000 Facebook 0. 4.802 0.689 0.835 0.644 0. twitter has got 23%.1.570 Twitter -0. researcher has added a question on the survey for getting response from the respondents.233 0.115 0.543 -1.Std.162 0.605 YouTube 0.442 -1.15.141 0.078 0.105 0. Error 1 (Constant) 7. So.12 Which one is the most attractive and influencing social media? For finding the most perfect social media marketing tools. LinkedIn has 0.543.570 0. The independent variable attention towards detail has the value of beta 0.185 0.130 0.220 5. Twitter has 0.075 LinkedIn 0.235 From the following table. it can be said that independent variables has positive effects on the dependent variable. the effects of the independent variables on customer purchase intent can be measured and referred. 47% referred that Facebook is the most attraction and influential social media site.111 Instagram -0.644 on Employee Motivation. it can be concluded that Facebook is the most effective and influential social media marketing tools.188 0.122 0.229 0. From 80 respondents. YouTube has got 20% and Instagram has got 10% responses.03. Google Plus has 0.222 Google Plus -0.101 0.478 0.121 1.309 0.36 and YouTube has 0.237. Besides.237 -1.

Which one is the most attractive and influencing social media? LinkedIn.13 Through which social media you are getting influenced mostly for purchasing the products of ASDA? Influencing customer purchase. 10 Google Plus. Google Plus scored 12%. 23 Figure 8: Descriptive result of Most Attractive social Media 4. 23% Google Plus.1. 55% Twitter. So. 10% Facebook Twitter Google Plus LinkedIn Figure 9: Descriptive result of Which Social Media Customers are influenced to purchase the products 51 . Twitter has got 10 responses and YouTube has got 23% responses. Facebook has scored 55% from the respondents overall response. Through which social media you are getting influenced mostly for purchasing the products of ASDA? LinkedIn. 20 Facebook. 12% Facebook. On the other hand. 47 Twitter. it can be concluded that Facebook influences the customers to purchase products from Asda most.

22% Yes . 7% were strongly agreed. it can be said that Twitter has more customized features for its advertising policies than Facebook and it is supported by the majority respondents.4.15 Twitter has more customized features for its advertising policies than Facebook? For this question. So.14 Facebook’s advertisement policy is less disturbing than other social media? Social media marketing’s most important part is advertising policy because advertisement is one of the most important ways to influence customer purchase intent.1. 6% were neutral and 12% were disagreed. 39% respondents were agreed. 52 . Respondents responded that Facebook’s advertisement policy is less disturbing than other social media which is supported by 78% respondents whether 22% gave negative responses regarding this question. 78% Yes No Figure 10: Descriptive result of Facebook’s advertisement policy is less disturbing than other social media 4. Facebook’s advertisement policy is less disturbing than other social media? No.1.

Besides. According to the customer feedback. Pietrobruno (2013)expressed similar opinion about the Facebook because opens the path to communicate with them directly. correlation and 53 .2 Discussion Facebook has become the best media for social media become it has got the largest account holder in the world. the average mean of the responses of the respondents regarding the three survey questions revealed that overall basis respondents agreed with the positive impacts of the social media on customer purchase intent.Twitter has more customized features for its advertising policies than Facebook? Strongly Disagree 7% Disagree 39% Somewhat Disagree 23% Neither Agree nor Disagree 4% Somewhat Agree Agree Strongly Agree 0% 6% 9% 12% 5% 10% 15% 20% 25% 30% 35% 40% 45% Figure 11: Descriptive result of Twitter has more customized features for its advertising policies than Facebook 4. besides it also helps them to communicate direct with the company to learn many things directly. demonstrate them different pictures and videos which can help them attract the customers and their purchase simultaneously. The survey findings showed that Facebook is very effective as a tool of social media marketing which can actively helping Asda to influence the customer purchase intent in favour of them by providing different facilities and scopes towards the customers. The mode. the Facebook of the Asda is welldecorated with all the information which can meet the customers’ demands and queries. From the data analysis it is clear that Asda has designed it focusing on the customers and customers are very positive towards the Facebook facilities which are reflected in the frequency of the response of respondents regarding the Facebook where maximum respondents responded positively and agreed with its effects.

Regression. making a page on it which can help to build a strong presence in the social media to increase the customer value as well as brand image. (2014) concluded that Facebook is giving the scope for the business organisation a chance to advertise their company. cronbach’s alpha and correlation analysis in the data analysis part reflected that Google plus have positive relationship with other variables and have positive impacts on the dependent variable as well. it is now growing popularity among different part of the world and also among the business community. Besides. Walker (2014) have concluded that Google plus is very effective tool because it gives a proper mixture of different facilities that are not present in some popular social media sites which makes it very lucrative for the customers and ultimately lure the business companies to present there for reaching vast number of people or potential customers there. the mean and mode of the frequency of the respondents’ responses is supporting the above mentioned statement. though Google plus has not got so much popularity but it has got potential the market because of its strong backup and also effectively gaining popularity in the business world as part of social media marketing because Google has taken many steps to make it more friendly and attractive by adding many facilities. The survey findings also support that Google Plus is a very effective tool to conduct the marketing for influencing the customer purchase intent. Howard et al. According to Veeck and Hoger (2014). 54 . Walker (2014) have concludedFacebook is the best medium of the social media marketing because of its user friendliness and the scopes to use different tools and apps which make it unique and lucrative for the business organisation for increasing their business activities to attract customer purchase. all of which ultimately helpful in gaining customer perception for influencing the customer purchase intent. It is found that the presence of Asda on Google plus is very appreciable because it puts efforts on this to attract different customers which can help it to be more effective in the business arena. Google plus is not that much popular as social media sites but it contains a large number of subscribers which can help it as a potential social media sites. Besides. Respondents showed positive motion about the Google plus through their responses or feedback for the three survey questions which refers concur of them about the positive relationship and positive impact.regression analysis report also shows the similar findings regarding Facebook’s impacts.

Asda uses the Twitter for sharing different pictures and videos which are helping the customers and also creating awareness about different things. beside company can get user generated content from twitter with appropriate feedback. It is found that Asda is using twitter to increase the trafficking by sharing different information and creating direct communication with the customers. The survey findings also support that YouTube is a very effective tool to conduct the marketing for influencing the customer purchase intent. correlation analysis are also supporting the same conclusion about positive relationship other variables and high impact on customer purchase intent.Natarajan et al. which is convenient for the users and easy to understand. the mean and mode of the frequency of the 55 . generating feedbacks. YouTube is the largest video sharing and blogging site in the whole world with vast amount and collection of videos. creating buzz by showing different picture and videos to the followers. Researcher has found in his survey that. (2014) concluded that twitter is getting priority in social media marketing because it is getting more and more subscribers day by day and organisations are trying to grab this vast potential customers by using the twitter’s scope of talking. maximum number of respondents gave positive feedback about the survey questions. Besides. besides it helps the business organisation to share different things to generate trafficking on its websites and create a brand image in the social media. (2014)have explained that twitter is very effective in attain customer attention because it describes everything in short notes. Howard et al. Respondents believes that YouTube has become a big part of social media marketing which opens the platform to share different videos of the business organisation by demonstrating different positive and benefits to attract the new customers and potential one. communication.Twitter is one of the popular social media sites in the world and that’s why. The regression. According to Pietrobruno (2013). Asda has targeted this site as tool of social media marketing for increasing traffic on its sites and websites. exchanging information. The researcher found that the content of the Asda on YouTube is satisfactory to attract the customers because there are many attractive and videos related to review of different goods are given which help the customers to choose the best one and choose Asda as their suitable store to shopping. Respondents showed positive motion about YouTube through their responses or feedback for the three survey questions which refers concur of them about the positive relationship and positive impact. besides the average mean and mode is also supporting the idea of positive impacts of twitter on customer purchase intent.

On the other hand. LinkedIn is the world biggest professional networking sites where different kinds of professionals are gathered together for creating a virtual community. it clear that LinkedIn is effective social media marketing to influence the customer purchase intent. (2012). cronbach’s alpha and correlation analysis in the data analysis part reflected that YouTube have positive relationship with other variables and have positive impacts on the dependent variable as well. Asda is trying hard to influence its customers by the social media sites which are proved by the use of social media sites in its websites with special consideration. The researcher found that from the above data analysis it is clear that the LinkedIn of Sainsbury makes it more aristocratic and attractive where the company maintains a special system to be filly attentive towards customer purchase intent. Natarajan et al. besides the social media marketing is really important for it in this era of information technology. So. The respondents’ average response was around 5 that mean they are slightly satisfied and attracted with the LinkedIn of the Asda and to some extent they are neutral. Regression. LinkedIn opens the path of digital marketing where it can reach business buyers and different professionals by using rich visual content and by offering Value in Discussion Groups. According toDamnjanovic et al. Customer purchase intent is the dependent variable here and researcher has focused excessively on this variables to find effectiveness of the social media marketing on its. (2014) disagreed that it is not effective in influencing customers rather it is appropriate in attracting potential and qualified employees as it is a sites of professionals around the world. Saluja and Singh (2014)found that YouTube opens a path for the business organisation to show different benefits and uses of the products to the customers and also can post customer review about the products which all are creating a scope for the business to influence the customers buying pattern and intent. The regression of the result also shows that there is a positive effect of the LinkedIn on the customer purchase intent. 56 .respondents’ responses is supporting the above mentioned statement. The customer purchase intent of the Asda is satisfactory which is proved by the recent growth and increase of market share. Kim and Ko (2010) expressed that Customer purchase intent refers the customer purchase behaviour which he or she usually shows during purchasing a product and by which he or she always is always influenced to choose a particular product.

But many people agreed that Twitter has more customized features for its advertising policies than Facebook. Customers are getting influenced mostly by the Facebook for purchasing the products of ASDA which also concur with the recent survey. katona (2013)concluded that customer purchase behaviour is now depended on many factors where social media marketing is another big element which are now influencing customers at high rate and the current technological surge has made the importance of social media marketing more acute for influencing the customer purchase intent. According to the survey. Regression analysis showed all the independent variables are effective and have some impacts on the customer purchase intent.Researcher found through its survey questions that respondents are highly positive towards the survey questions regarding the impact of social media on customer purchase intent. 57 . Besides. The average mean and mode value also support the statement. Facebook is the most popular social media site of the Asda because it gives profound opportunity to communicate and involve customers. Almost 80% of the respondents were agreed about the survey questions about the customer purchase intent. correlation analysis shows positive impacts on customer purchase intent. customers are agreed that Facebook advertising policy is more user friendly than other social media sites in the world. Besides.

1 Conclusion Asda is using social media as great tool of marketing by which it is now generating or attaining potential benfits which is helping towards its sustainability and profitability. Researcher has investigated how social media marketing is helping Asda in influencing customer purchase intent by using different theories. That means people sometimes do not expect information but firms push the information regarding their products to the people. Facebook. Myspace. Twitter. Traditional marketing involves one way communication which often called push based marketing.Facebook. YouTube. Researcher found that customers’ purchase intention can be influenced by several factors and 58 . etc in marketingandthus social media marketing enables the company more competitive by generating opinions.5 Chapter Five: Conclusion and recommendation 5. Twitter. Skype. such as. Social media marketing has got some identifiable advantages over traditional marketing communications. reviews and comments of the different customers which reflects the current market conditions and scenarios that will help to design more customer oriented strategy for getting more customer insight and customer preferences. Exploring the different aspects and importance of Social media marketing for a retailing company on the basis of Asda is the first objective of this research. Instagram and LinkedIn are the key elements of Asda’s social media marketing. LinkedIn. Researcher has clearly identified different aspects and importance of social media effectively. Instragram. Social media marketing refers the process of using social media. This doesn’t include an interactive mode of communication where social media marketing involves not only two ways or interactive mode of communication but also facilitates dialogue with people to have a better understanding about their needs. tactics and statistical tools. Analysing customer purchase intent and different factors related with this of Asda is a research objective and researcher put different efforts to accomplish this objectives.

social networking sites had significant impact on purchase decision of internet users visiting those sites (Saluja and Singh. Researcher found that Social media is flourishing as a critical tool for influencing customers and persuading their purchase intention to the firms’ products and services which indicate that both social media and customers purchase intent are correlated. it is clear that Social media marketing is crucial to influence customer purchase intent of Asda which is proved by the research findings and also there is a strong relationship between Social media marketing and customer purchase intent of Asda which is also proved by the research findings. consumers are more cling to several kinds of social media to conduct research on information to assist their decision making (Suki.firms must focus on this and design effective strategies to attract them and get purchase in favour of them. it can be said that both of the research hypotheses are justified as truth and both are accepted by the researcher. Now people are influenced more by external environmental factors and social media has performed a critical role as a external source of information to the people and influencing their attitudes. In particular. So. Social media marketing and customer purchase intent are related to each other and to show the relationship between is an objective of the research. the correlation analysis and regression analysis also justified the statement that these two topics are related to each other. Now. From the above discussion and whole research analysis. Customers typically show various purchased behaviour while purchasing the products which are based on involvement level and quality of the products and organisation must put special consideration on these different behaviour to design different strategies which will be effective towards different types of customers for getting maximum purchases from them and making them loyal to the company. 2011). 59 . Besides. 2014).

Research findings revealed that customers are very eager for the social media marketing and it will be more effective if asda can cover other potential social networking sites to cover more potential customers. Researcher found that mismanagement or inappropriate handling of the social media marketing can cause potential problem. Asda needs to improve its current social media marketing strategy for be more effective in gaining customer purchase by influencing their intent. So. prompt and instance service or feedback must be insured to capture customers’ attention which will eventually make it a customer  oriented company and will help to influence customer perception. products. Researcher also found that customers are very eager to create communication among them to take information and reviews.5. Social media marketing mainly aims to increase the trafficking in the social media sites and its websites to present or demonstrate different offers. reviews. Asda can create a separate division or department for the social media marketing for making its more focused and appropriate with the current situation because many competitors are now focusing more on this and gaining competitive advantages. for effective conduction of SCM. orkut. More coverage on the social media sites will enable it to gain more potential customers which will increase the  impact of social media marketing more.2 Recommendations: For better outcomes. information and other things for influencing customer perception and getting more response. it can use Skype to conduct direct communication with them to make them understand about different topics for influencing customers’ perceptions. schemes. friends feed. are still untapped by it which is creating some communication gap with the subscribers of these social media sites.my space. Besides. So. Besides. Asda can create a separate social media sites for its customers which will mainly focus on its loyal and most preferred 60 . it is needed to give responsibility to separate fully employed employees for this purpose. Besides. Asda can recruit a social media marketing manager for gaining more specialization on this sector. In following some recommendations are made which will accomplish the last of objective of this research:  Asda needs to be more active in social media sites by increasing its present in more networking sites because many sites. like.

Besides. which will create new dimension towards its business and  also attract the customers. so better idea and way is needed to  formulate for better management of brand image in digital marketing. Asda must go above and beyond to satisfy the customers. Customer service strategy and action plan must be designed to define the code of conduct for each of the social media sites. So. news can damage the company image severely. Asda needs to focus on giving customers a chance to express their feeling which will help to generate new ideas from there. Besides. It is found in the research that the more presence in social networking sites is good but maintaining quality is the main way to  create enthusiasm and keep interest of the customers. Besides. Asda needs to give more emphasis on the quality of the social media sites content because if it is not updated or up-to-mark certainly will demoralize customers and will create negative image which eventually will negatively influence customers’ purchases. Separate strategy. game plan and goals must be designed for each social media entity for making the strategy for customized and appropriate with the surrounding situation because different social media may demands different situation. Asda can name it as “Asda family” where the customers of the Asda can communicate with each other and can give feedback to the Asda regarding different issues. Asda needs to be careful about these issues for better management of brand image in digital marketing. Research revealsCustomer handling and complaints management good huge priority.customers to be in a group. On the other. Proper evaluation of performance must be done for better understanding of the situation. 61 . The complaints and nay kind of negative comments in the social media sites must be handled properly for proper brand of the organisation because if customers see any bad comment automatically he or she will perceive a negative image about the company. prompt and instance measure must be taken to handle the complaints of the customers. it must keep eyes on handling the social media sites because any fault and fake promise. it must regularly update its info and page content with new changes for making its more effective and rich in nature. so for being more specific and appropriate it must for the organisation to design separate strategy for  separate site.

Besides. In future researcher can conduct research how can social media marketing can target the customers and can segment the market to design its contents and influence the customer purchase intent. 62 . In future. more research can be conducted on how the social media marketing should be designed and what should be content of the social media marketing. This research covered different aspects of the social media marketing on customer purchase intent.5. researcher can conduct research based on how each of the social media sites is eligible and important to influence the customers purchase intent. so the researcher has faced the shortage of resources and some knowledge lacking.3 Limitation and future research scope: This research is an academic research and this is not for any business purpose. The research needs to be conduct regarding the current topic in future for understanding what the current scenario is.

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PARTICIPANT SOCIO DEMOGRAPHIC PROFILE Personal Information 15-21 22-29 Age 30-39 40 and above High School Education Level Less than high school Diploma MCS PHd. Less than 1000 1001-2000 2001-3000 3001-5000 Monthly BCs.6 Appendices Appendix A Survey Form Serial Number: “An Investigation of the impact of Social media marketing on customer purchase intent in retail industry of UK: A case study of Asda” Dear participant. Thank You for your help. I will use that information for the academic purposes only. 67 . UK. I am conducting a survey for completing the research paper related to the social media advertisement for finding the impact of it on the consumer buying behaviour especially focusing the study on ASDA. For that purposes the below mentioned information is needed to fill up.

Income 5001-7000 More than 7000 Nationality British (UK) Asian African Other European Male Female Gender Survey Questions Representatives Strongly Disagree Disagr ee Somew hat Disagre e Neutr al Somew hat Agree Agree Strongly agree 1 2 3 4 5 6 7 Survey Questionnaire Code Questions Stro ngly Disa gree Disa gree Som ewh at Disa gree Neutr al Som ewh at Agre e Ag ree Stro ngly agre e Section One: Facebook F1 Facebook is an important tool of social media marketing F2 Facebook content of Asda is rich and appropriate for the current situation F3 Facebook of Asdahas influenced my purchase intent 68 .

Section Three: Twitter TW1 Twitter is becoming a great tool of social media marketing now-adays TW2 I personally visited the Twitter of Asda and it is satisfactory TW3 Twitter is helping Asda to influencing customers positively Section Four: LinkedIn LI1 LinkedIn has linked Asda with different potential customers LI2 It effective tool of social media marketing LI3 It effective to influence customer 69 .positively GPSection Two: Google Plus GP1 Google Plus of Asda is effective to influence customers GP2 I think the content of Google plus is appropriate to meet customers query GP3 Google plus of Asda is efficient enough to influence customer purchase intent.

purchase behaviour Section Five: YouTube YT1 YouTube is influecng the customers through it content YT2 I believe YouTube can help Asda to be more competitive in social media marketing YT3 It really efficient tool to influence customer purchase Section Six: Instagram IT1 Instagram content of Asda is satisfactory and appropriate to meet customers’ demands and query IT2 Asda is using it to influence customer purchase behaviour IT3 Asda has regularly update its content to make it more dynamic Section Seven: Customer Purchase Intent (CPI) CPI1 Customer purchase intent of Asda’s customer are positive enough CPI2 Social media marketing is really influencing 70 .

Twitter has more customized features for its advertising policies than Facebook? a) Strongly Agree b) Agree c) Somewhat Agree d) Neither Agree nor Disagree e) Somewhat Disagree f) Disagree g) Strongly Disagree 71 . Which one is the most attractive and influencing social media? a) Facebook b) Twitter c) Google Plus d) LinkedIn 2. Other Questions 1.customer purchase intent CPI3 Customer purchase intent can be increase if the customers’ demand of knowledge and information is fulfilled fully which can be done by the social media marketing. Facebook’s advertisement policy is less disturbing than other social media? a) Yes b) No 4. Through which social media you are getting influenced mostly for purchasing the products of ASDA? a) Facebook b) Google Plus c) Twitter d) LinkedIn 3.

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I give my consent to remain confidential members at the focus group 5. I am glad to be approached Signature: Date: 73 .Appendix B CONSENT FORM Please give tick mark to the () relevant boxes 1. I provide permission to participate 4. I am aware of my participation 3. I confirm. the information sheet is clear to me 2.