FORM B

Derby Business School

7IM992 Independent Study: Research Methods
RESEARCH PROPOSAL & REFLECTIVE STATEMENT
1. Student Name and ID Number:

2. MSc Degree Programme Title:

3. MSc Degree Programme Code:
4.TITLE OF PROPOSED STUDY

THE INFLUENCE OF FACEBOOK AND INSTAGRAM SOCIAL MEDIA ON BUYING BEHAVIOUR OF

GENERATION - Z
5. AIM OF THE STUDY
To understand Facebook & Instagram social media influence on Buying Behaviour within
Generation Z.

6. OBJECTIVES OF STUDY

1. To study the influence of Facebook and Instagram soical media on generation Z's buying
behavior.
2. Exploring expectations of consumers when purchasing a product through Facebook and
Instagram social media.
3. To find out the most preferred social media between Facebook and Instagram for consumers to
buy products online.
4. Taking Facebook and Instagram social media as a medium to identify and analyze factors
influencing Gen Z's buying behavior during the purchase process.

7. RATIONALE OF STUDY
Cyberspace has changed the means by which the current companies and set ups are end or sing
their goods and services as well as the communication network between them and their customers.
In addition to unique events, promoting the plug, buyers are struggling with the results of a handful
of companies promoting them. The effectiveness of old-fashioned mass media, incorporating
commercial TV, wireless communications, jingles and advertising in print presentations such as
newspapers, magazines and other print presentations in international markets and billboards, is
rapidly decreasing. Social media in current times donate speed to shopping effects to the actions of
Gen Z individuals.
There has been a rapid increase in the number of users online providing companies with new nodes
of connection to engage with their current and prospective customers. In the era of digital boom,
social media marketing is being embraced by numerous organizations to tap their clients and build
associations. One important target market for brands in this case is generation Z because they are
digitally advanced and possess technological literacy that's fairly new to the market. This nature of

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 generation Z people makes social media platforms an opportunity for marketers to reach out to
them. This study will attempt to explain the emergence of social media marketing as a tool of
promotions and its impact on generation Z's buying behaviour.
Social media is a web communication source which has been adopted by corporates as a medium to
get feedback, communicate and for distribution of information centered around culture. The usage
of online platforms namely Facebook, Youtube and Instagram has expanded dramatically with the
rapid developments in technology. With constant changes int he environment and technological
advances, consumption, business practices and promotional tools have been revisited. Social media
marketing has been a prominent tool now adays. Consumer buying behavior is always there, as
times are changing, consumers don't have time to go to a physical store. Online buying saves the
buyer time and effort and allows the purchase to be combined with other activities. As a result, the
company is focused on increasing its social media presence wherever he/she has access to the
internet. One of the brand's main audiences in this context is Generation Z. This implies that the
people of this generation grew up with an admissible level of technical know how. The behavioural
characteristics of Gen Z gives marketers an opportunity to make social media platforms away to
achieve better reach.
The lack and rarity of well-structured research related to digital marketing and online consumer
buying behaviour has led researchers to address this issue. Previous researches revolved around
the impact of social media on people without any comparative analysis of the various platforms
available, Our study bridges the gap by finding out the extent to which social media is influencing
the people of generation Z and the role of factors such as gender, city, profession or age group in the
purchase decision making process. For organizations that aren't on a lookout to find the most
influential platforms among Instagram, Facebook, YouTube for their marketing campaigns can
benefit from this study

8. REVIEW OF LITERATURE

Balkrishna Sangurde and Somaiya Vidyavihar in their work on " the effect of web-based media on
shopper purchasing conduct" Devoted web media for inner input, collaboration and sharing which
was explained in concern to the media. The objective was to search for the impact of online media
on customer conduct in metropolitan regions. Shoppers and organizations all throughout the planet
are more associated than any other time in recent memory with the Internet. - from 18% in 2016 to
twenty .26 percent in December 2017. This research found that website design, website
reliability/fulfilment, website customer service and website security/privacy are the four dominant
factors which influence consumer perceptions of online purchasing. The four types of online New
Zealand buyers; i.e., trial, occasional, frequent and regular online buyers; perceived the four website
factors differently. These buyers have different evaluations of website design and website
reliability/fulfilment but similar evaluations of website security/privacy issues, which implies that
security/privacy issues are important to most online buyers. The significant discrepancy in how
online purchasers perceived website design and website reliability accounts for the difference in
online purchase frequencies.

Kirti arekar, Rinku Jain, Surrender Kumar and Shalaka K. Ayarekar in their study on "The Impact of
Social Media Sites on the Effects of Consumer Buying Behavior on Electronics" focused on
examining the factors influencing generation Z’s inclination and behaviors withinthe Indian
electronics industry, and this work was mainly aimed at middle aged employed ladies making use of
electronics over the state of Maharashtra, India. Research shows that social media has a positive

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 influence on the pursuit of diversity. This study helps producers and retailers to engage. The major
findings of the study indicates there is the positive effect of social media on variety seeking buying
behavior, disagreement buying behavior , usual buying behavior, composite buying behavior and
impetuous buying behavior. This study helps producers and retailers in understanding consumers
buying behavior towards electronics appliances and also helps in improving the customer satisfaction.

Monica Ramsunder in her research on the 'impact of social media marketing on purchasing
decisions in the tire industry' Explains technology and the network boom that encouraged
everyone. The social commitment of clients hugely affects showcasing efforts since promoters need
to contemplate the components influencing the buying selections of clients(Evans, 2010). The
significance of this investigation was that contact advertising had take non a unique perspective
with the development of the online market and consequently the CTSA's normal advance was to
interface in web-based media showcasing. The research revealed that social media marketing is an
appropriate strategy for CTSA. The main findings further revealed that CTSA would need to engage
in an aggressive traditional marketing campaign in order to drive consumers to engage in the social
media campaigns. Strategies must include dedicated social media fan pages, online banners, and
online advertisements.

MS. Shalakaayarekar´ is her study on "The Impact and Effectiveness of Social Media Advertising on
the Buying Behavior of Young Working Women Referencing Consumer Electronics," explained the
absence of research on social media in the Indian sense, or more specifically in Maharashtra.
Different topics are listed in the first, second and third part of the study, such as social media
concepts, social media ads, customer purchasing behavior(1)science, advertisement, social media
and consumer behavior, social media and consumer electronics, social media and women(2),
various social media tools such as Facebook, Twitter and LinkedIn(3). In the fourth part of the
research study for the purpose of analysis, marketer explores in depth the different advertising
tactics implemented by the 38 leading consumer electronics firms.

Dr. Smriti Tripathy (5 June 2019) explained in her study on the “Impact of social media for the
purchase of fashion clothing” The focus of this study was to plunge further into the influence of
web-based media on age purchasing conduct today, dress names and customers work on a web-
based media network. This field of research has become the most loved point among specialists
around the objective, learning the impact of online media on purchaser conduct.

Harshini CS (2015) “The effect of social media advertising on consumer buying interest” explains
social media is transforming conventional advertisement media and suggests that corporations
must build effective online advertising campaigns to optimize the current market segment by
integrating effective features in online advertising, specifically on web based media. This analysis
makes analytical and methodological contributions to current literature on Social Advertising and
Customer Purchasing Intent. The attributes of online ads and its impact on intentions.

Lakshmi Preetham and Dr. Nirmala Mohan (2019) in their study on “Research on the impact of
social media on consumer purchases” explained that businesses around the world realized gaining
the importance of the consumer and continuously seeking to discover new ways of being
competitive. Social networking is the new sales tactic used by companies to connect with their
clients and remain relevant. This examination expects to investigate how informal organizations
impact purchasing choices of clients.
In a study on "The Impact of Social Media on Online Shopping," Arul Jothi and A. Mohmadraj Gaffoor
explained that social media is revolutionizing the way of communication and sharing information

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 and interests. This research seeks to assess the impact of social media use on the purchasing
decision process. It was found social media feedback also influenced the acquisition decision
process and the tendency to share experience after purchase is surprisingly good. . The study finds
that the social media is most widely used in information source for entertainment, networking, and
information on new brands. Also, the social media reviews and opinions affect the purchase
decision process; however, tendency of share their experiences post purchase is surprisingly good.

Funde Yogesh and Mehta Yesha” (2014) in their study "Effect of Social Media on Purchase Decision"
described social media as the way of communication and sharing of information and interests. This
paper endeavors to survey the utilization of online media and tracks down that online media is
generally utilized in the wellspring of data to accomplish convenience, effectiveness and reliability.

“Manjit Kour (2020) in her study on "the impact of social media marketing for consumer buying
behavior" explained that the motivation behind this article is to consider the effect of web-based
media showcasing for customer buys. The investigation was conducted for users in Punjab and
focused on examination of measurable cycle of correlational examination and Multiple rectilinear
relapse investigation was received. Ends it has been discovered that confidence, seen esteem and
idealistic audits absolutely influence purchaser buying activities via web-based media.

Djafarova & Bowes (2021) investigates what types of Instagram marketing tools are the most
effective in relation to Generation Z's impulse purchasing behaviour within fashion industry in the
context of the United Kingdom. The research applies Stimulus-Organism-Response model to the
context of Instagram. The findings of this qualitative study based on eight extensive focus groups
conclude that there are significant gender differences in relation to impulse purchasing behaviour
on Instagram. Instagram is vastly influential in encouraging impulse purchases amongst females,
however, this was not the case for male participants. A revised Stimulus-Organism-Response model
is proposed to Instagram, concluding that advertisements, opinion leaders and user-generated
content act as stimuli (S) in evoking positive emotions (O), which subsequently trigger impulse
purchases (R) in Generation Z females.

9. METHODOLOGY

9.1 Research Strategy

Research philosophy is very important in any kind of research whether natural sciences or social
sciences. Easterby-Smith et al. (2002: 27) emphasize that if one fails to think on philosophical issues
in his/her research it can seriously affect the quality of research itself. Hence, prior to conduct
research one has to think about the underlying philosophy, as philosophy is central to the notion of
research design. Research philosophy in social science relates to the development of knowledge and
the nature of that knowledge in social world. Research philosophy includes important assumptions
about how one observes or views the social world. It involves thinking about epistemology and
ontology which have important distinctions that will affect the methods in which a researcher
thinks about the research process (Bahari, S.F., 2010).
In this study, mix method strategy will be used. Mixed methods research means adopting a research
strategy employing more than one type of research method. The methods may be a mix or
qualitative and quantitative methods, a mix of quantitative methods or a mix of qualitative methods.
For this exploratory research data will be collected is from both primary and secondary sources.
Primary data - Data accumulated through primary sources will be collected through a structured

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 questionnaire filled in by social media users who use it for the purpose of buying and elsewise.
Secondary data- Data accumulated through secondary sources has been collected with the help of
the following resources-
● Books
● Referred journals
● Magazines
● Internet sources
9.2 Research Design
An indictive research paper because the qualitative and quantitative method of data collection will
help the researcher to get primary and secondary data. According to Kothari (2004), primary data
are those that are fresh and collected for the first time and therefore have a random character. Thus,
the researcher will need the help of certain entities to conduct this data collection. the first one is
the university of Derby to provide him a letter for the BRVM to grant him do to survey. The survey
will bring bright idea, information about social media users buying behavior. Structured and close
ended questions will be used by the researcher to obtain relevant information from participants by
using google survey forms. As to the secondary data, it will be collected from books, referred
journals, magazines and internet resources . The use of SPSS is needed to process the quantitative
data obtain from survey.
The research design is to provide the conditions for collecting and analyzing data in a way that
attempts to combine relevance for the study with the economics of the method (Kothari, 2004). The
research designs that fit for this study is cross sectional. Tt is beneficial in figuring out the best
approach to achieve a researcher’s objectives. Cross-sectional study design is a type of
observational study design. In a cross-sectional study, the investigator measures the outcome and
the exposures in the study participants at the same time ( Bethlehem, 1999).

Participant Data Reason for Population Sample Sample Data

Collection choice of method Size Size Criteria Collection
Method Date
- For the purpose of Google Budget friendly 200 n/a In the age 14 oct to 24
this research all Survey and less time group of Oct
Forms consuming as 16-24
available social (survey compare to years
media users method) physical surveys
constitut
e the
populatio
n under
study
10. Project Plan

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 11. Reflective Statement
The process of reflective thinking is one that has been explored thoroughly in academic thought,
with the general conclusions confirming that it enables a greater understanding of processes being
undertaken, therefore allowing for improvement to be made in the future. To assist this process,
reference will be made to Gibbs learning cycle, using its stages to form this section.

Description of Process
I have to complete the research study and writing process of the research proposal. I am a
hardworking and motivated student. But, in the independent research study, I have to face many
difficulties because it was my first experience in selecting a research topic and then writing a
complete research proposal. At the initial stage, I looked towards the different helpful materials
including textbooks and lectures. However, I was still not able to get a good research topic that can
be used for a normal range of research studies. In order to reach this stage, project supervisors
were allocated after the completion of topic form A, which was essentially a confirmation of the
topic intended to research. To assist with the selection of the topic for our research, lecturers from
different but relevant disciplines were invited into our weekly sessions, providing a starting
discussion in a number of topic areas.

Feeling:

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 Writing my proposal draft wasn’t as bad as I thought it would be, but it was still pretty scary. I feel
confident that I want to study this topic and that it asks important questions, but writing it at this
early stage made me feel like I wasn’t quite ready. I know that it’s important to get words on paper,
so I appreciate that we did have to write it. But I know that the proposal will change greatly as I
refine my topic and do research. In sum, I felt productive in writing it but also uncomfortable
because I know it needs to be better.
Furthermore, I had to complete my work. Then, I had difficulties deciding how I would like to
conduct my research due to many questions without answers in my head. I changed my topics too
many times due to uncertainty and the worse part was that the time was flying. After my topics
were completely defined, I could develop the writing part more smoothly than I was expected.

Evaluation:
The GANTT Framework was fundamental to plan my dissertation regarding time management.
Doing the dissertation in between other assignments is a disadvantage due to the intense work and
time that we need to spend on research and writing it. I feel that I am running after the time and
even though is not enough time.
The good thing was that I got a good research topic, however one of the limitations I still had many
difficulties to tackle. I was able to state the research aim accurately. But, the problem was that I did
not have any idea of writing the SMART objectives of my selected research aim. I have tried hard,
but I was not able to do a good job in my perspective because they were very difficult to do, and I
did not acquire the skills to include time and measurement constraints in goal setting tasks for the
research study. I still did not have confidence that I have done a good job, but I at least tried my
level best. It was not a good experience for me.

Conclusion:

I should have gathered the relevant information about different topics related to my field of interest
and then I should state the aim and SMART objectives. Afterwards, I should start finding relevant
information about my area of interest. I should search through different sources and it can be a way
of enjoyment for me. It was because I got the chance to read many amazing books as well as
scholarly articles that provided me would get a chance for a deep understanding of supply chain
practices and challenges. I also would not remember how much time I invested in Google Scholar
and without moving from my study chair. It would be a good experience and I should enjoy it more.

Action Plan:
Instead of it, I must invest more time in the introduction and background writing because they are
very difficult to do. I should take help from colleagues and instructors. I have the basic idea of
research writing, but I am afraid that I would not able to develop fluency. I would extract the short
information notes from the collected sources and then would start developing the rationale for the
research study. I might face difficulty in organizing my thoughts to state the strong background in
defence of my research aim. I would read the text again and again to eliminate the chances of
mistakes. After spending enough hours, I would be finally able to get a perfect background that
would support the main objectives of the research study.

As I come to the end of writing my proposal for my dissertation understandings, observations and
intentions are forming on how to successfully accomplish the research tasks ahead. Already, the
task of creating the Gantt chart to map the project timeline has created a realisation that there is no
time to waste. Deadlines must be met in order to accomplish what I have set out to achieve. I am

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 forever grateful to have access to the expertise and knowledge of my supervisor and I know that
going forwards I will be leaning on this for both mental and motivational support. It reminds me to
recognise the value of research, sharing knowledge and expertise with others may so that we may
contribute to making sense of the world that we live in. It’s a motivation to know that the research
project I am undertaking will provide further insight for others to take forwards in the future. I am
galvenised into evolving my understanding of CSR, marketing communications and purchase
intention with a view of this knowledge playing a part of my future career. The skills that I have
learnt and will learn over the next eight months will inform my decisions for the future and provide
greater insight in making business marketing decisions. I know I have many more learnings and
challenges to overcome before the dissertation is complete and have no doubt that I will do so. I will
look forward to reflecting on my journey at the end of my dissertation to see how I have evolved as
a future marketer.

12. References – a full list of all the sources used in the proposal, presented using the
Harvard system of referencing.

Djafarova, E. and Bowes, T., 2021. ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion
industry. Journal of Retailing and Consumer Services, 59, p.102345.

Bahari, S.F., 2010. Qualitative versus quantitative research strategies: contrasting epistemological and ontological
assumptions. Jurnal Teknologi, pp.17â-28.

Bethlehem, J., 1999. Cross-sectional research. Research methodology in the social, behavioural and life
sciences, 110, p.142.

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