Can Social Media be used as a Marketing Tool to Influence Consumer Buyer Behaviours in London?

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ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

The aim of this research is to examine that can social media be used as a marketing tool to influence consumer buyer behaviours in London. The research has emphasized on social media, tools that are used for sharing information online through social media, and the most commonly used social media networks used across the globe. Furthermore, the research provides information about the number of users and members in these social media. The communication of social networks as an essential element in these websites and also emphasized that the profile of users are the foundation of these networking websites. When an individual joins a social networking website, he or she is supposed to highlight and identify people who are associated with him or her in terms of contacts, friends, and fans. Fan is often used by marketers, and serves as unidirectional tie confirming friendship. Furthermore, the research has highlighted the concept of persuasion which is the core purpose of marketing and advertising, whether it is done by any media. By using quantitative methodology, the researchers has analysed consumer's behaviour attitude and perception towards using social media as a marketing tool. The research also identified the benefits of social media for consumers in London, highlighting how consumers in London can benefit through social media. TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Research Background1

Significance of the Research Study2

Statement of Purpose3

Rationale of the Study4

Scope of the Research4

State of the Problem5

Research Aim and Objectives5

Research Questions6

Structure of the Study6

CHAPTER 2: LITERATURE REVIEW7

Marketing9

Social Network Communities10

Characteristics of an Online Community13

Social Networking Websites15

Popular Social Media Networks17

Facebook17

Twitter18

LinkedIn19

MySpace19

Social Media Tools for Sharing20

Impact of Social Media21

Online Community and Social Media Marketing24

Use of Social Media Networks26

Persuasion and Opinion Shaping27

Consumer Behaviour in Social Networks29

CHAPTER 3: RESEARCH METHODOLOGY35

Research Philosophy35

Research Design and Approach35

Data Collection Method35

Secondary Method for Data Collection36

Primary Method for Data Collection36

Participants37

Reliability37

Hypotheses37

Validity38

Limitations39

Justification39

Critical Review for the Methods40

CHAPTER 4: RESULTS AND ANALYSIS41

Results41

Hypotheses Testing54

Perception of Consumers of London towards the Social Media Marketing55

Social Media used as an effective Marketing Tool by firms in London58

Feedbacks59

Fan pages60

Blogs61

Social Media Networks61

Benefits of Social Media for Consumers in London62

CHAPTER 5: CONCLUSION65

Recommendations67

REFERENCES69

APPENDICES82

CHAPTER 1: INTRODUCTION

Research Background

Almost all of us have grown up in the world that is completely overflowing with the mass media, i.e. billboards, magazines, television, films, advertising, videos, newspapers, music and the internet. Among all of these, advertising, as a sub-set for promotion mix (one of the four Ps in the marketing mix), has the most long-lasting impact on the mind of consumers as it has a broad exposure medium (Katke, 2007, ...