How an organization uses Facebook advertising to influence consumer buying behaviour? -A Case study of Asos and Dorothy Perkins.

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ACKNOWLEDGEMENTS

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, (your name), would like to declare that all the contents written in this research are my personal efforts and I have not taken any external help from any outside body to complete this research. Moreover, this research has not previously been submitted at any academic level, examination or institute. Furthermore, this research represents my personal views and opinions, and they do not necessarily reflect the viewpoint of my university.

TABLE OF CONTENTS

ACKNOWLEDGEMENTSII

DECLARATIONIII

CHAPTER 1: INTRODUCTION1

Background to the Study1

Aims2

Significance of the Study3

Definition of Terms3

CHAPTER 2: LITERATURE REVIEW5

Introduction5

Consumer Behaviour6

Consumerism8

Buying Process9

Business brand value11

What influences brand value?12

Market Segmentation13

Social Media Marketing (Smm)15

CHAPTER 3: METHODOLOGY20

Research Title20

Research Aim20

Introduction20

Rationale for the Chosen methodology20

The Questionnaire23

Focus Group24

Qualitative Component25

Quantitative Component26

Sample method27

Confidentiality28

Reliability and Validity29

Instrument for data collection29

Approaching the Participants30

CHAPTER 4: FINDINGS AND DISCUSSION31

Findings of the Research Study31

Analysis of the Focus Group discussion37

Brand perception38

Attitudes and beliefs39

CHAPTER 5: CONCLUSION41

REFERENCES43

APPENDICES68

CHAPTER 1: INTRODUCTION

Background to the Study

The internet and other digital media have transformed marketing today' (Chaffey, 2009, p1). The evolution of social media advertising such as Facebook has provided businesses with a marketing communication channel which proves to be more engaging with their customers. It has also given businesses opportunities to expand into new market and offer exclusive new service, most importantly build stronger relationships with their customers.

Boyd. D et al 2007 defined social network sites such as Facebook 'as a web based service community in which people can share interests and activities online'. Mintel report shows, there were considered to be more than 25 million UK users of online social network Facebook , it has become apparent that it s the most successful communicating tool to use for an effective promotional campaigns for businesses. Mintel estimates the online fashion market is worth £4.8 billion in 2011, a 12% increase since 2010. This has given businesses opportunity to expand their market and revenue growth through Facebook advertising and other sort of social media. it is important they have solid customer relationship with their consumers as it 'aims to build a long-term relationship with customers, suppliers and distributions in hope of earning and retaining long -term business preference'(Kotler, 2000).

The phenomenon of Facebook has provided businesses the opportunity to fill in the market gap and increase their market share by attracting new customers through Facebook advertising. According to Mintel 2011 '13% of social networks users find Facebook advertising helpful when searching for information about and particular brand whilst 15% of the social network users mostly uses Facebook ...