A research study on effect of social media site in consumer buying decisions

MGT726 Managerial Project

Task 1 Project Proposal/Background

Name: Anil Khadka Student Number: 1112657

Topic: A research study on effect of social media site in consumer buying decisions Comment by Ajay Kumar: You can rephrase the title.

1. Background:

Social media sites were initially developed with motive to connect people around the globe in a single place. As people started to make intensive use of the sites and enjoy their spare time herewith, companies and business also take advantage of it. The business starts to make use of social media to promote their product and make advertisement. Viral marketing is one of the emerging trends. It is the social media that make it possible for the both buyer and business to interact with each other and find right product and service they are looking for without much effort (Parson, 2013). It is obvious now that companies who use modern marketing techniques have higher success rate and sales scenario than who don’t use (Laroche, 2012). Comment by Ajay Kumar: Good comments

2. Management Problem/Decision to be made:

The research will be focusing on what the individual are exactly looking for, and how they are processing a selecting the information before making buying decision from social sites.

Since even in these busy schedules people are having, people are able to maintain some of their spare time in staying connected in social sites, see what’s trending, how their friends are enjoying, and so on. The business can best focus on this and make their marketing hoes broad and high in order to persuade more potential consumer for making purchase decision. The research project will further explore the opportunities and threat a company can face from this sort of trends. Comment by Ajay Kumar: Specify factors leading to these problems??

3. Research Question: Why and how social sites are making a huge difference in persuading the consumer toward positive buying response?

Research Objectives:

RO1: To find the importance of social site in promoting the business products.

RO2: To determine the impact of social site in influencing the consumer buying habit

RO3: To govern the popular social site and how can it be further implemented and maintained to bring positive post buying response in consumers.

RO4: To explore whether the social media affect the user intention of making purchase.

4. Subject area (parent discipline): Communication technology/marketing

Key theoretical frameworks: Consumer purchase decision process and social media and previous studies related to it. Comment by Ajay Kumar: Suggest communication models as well

5. List 3 specific academic journals you will search for background/literature Comment by Ajay Kumar: You are required to list the 3 academic journals and provide reference as per Harvard style

1 Journals of Interactive marketing

2: Journal on digital marketing and social media

3: Journal on consumer behaviour and marketing strategy

6. List 3 company/industry/government sources you will investigate for secondary data.

1. IBIS world

2. Government data and statistics Comment by Ajay Kumar: Such as ABS

3. Market sales statistics of specific product. Comment by Ajay Kumar: Industry reports such as AMI etc.

7. Methods and methodologies

Since already lots of review and research has been already done on consumer behaviour, purchase decision and digital marketing, so the primary task will start from collecting secondary source and review of literature is done.

Collecting primary data includes surveys, questionnaire and interviews. To collect a primary data, survey and questionnaire can be best approach. The questionnaire (quantitative data) and surveys can be all associated toward the consumer psychology in making purchase design when going through social media. The surveys for descriptive statistics can be based on how many of the people friends in social media have liked the products advertised in social media and get the ratings based on it.

Based on the data obtained from surveys and questionnaire, a suitable analysis will be done using the appropriate statistical tools.

8. Gantt chart

Activity	Wk 1	2	3	4	5	6	7	8	9	10	11	12	13
Topic search and defining RQ and RO
Journal and contents search
Submit proposal/background
Secondary data collection
Literature reviews
Progress review finalise
Submit progress report
Data collection
Analyse
Conclusion and recommendation
Presentation
Submit final report

9. Feedback or guidance Comment by Ajay Kumar: Focus on Task 2 on BB. Read respective lecture slides and materials uploaded. See me in the next class

· Is the topic suitable for my research work?

· Where I need to further make changes and need some improvement?

MGT726 Managerial Project — Task 1 — Research Proposal 3