Conduct a research proposal on the title:The impact social media target marketing has on consumer buying decisions within Tesco.
Research Proposal.
Title of research.
The impact social media target marketing has on consumer buying decisions within Tesco.
Introduction.
For modern marketers, social networks are a channel of communication with consumers. Consumers search for information about products on the Internet using various social resources. Sellers must be able to communicate their content on social networks in such a way that a special search for goods leads the consumer to purchase.
In 2020, British company Tesco ranked fifth among the most popular brands on Facebook in 2020 (Tankovskaya, 2021). Social networks for Tesco are a new modern reality of product promotion, creation of certain target groups and individualisation of their advertising.
The main objective of this paper is to determine why and how social media is changing consumer perceptions of Tesco brand buying behaviour. To show, how Tesco uses social media such as Facebook and Twitter to influence consumer behaviour.
O90
Research Question.
The research question is:
- How can an organisation use social media to influence consumer buying decisions at Tesco by turning social media metrics into a demonstrable communication strategy?
Aims.
This research topic leads to a general understanding of the impact of social media on customer shopping habits. Therefore, the main purpose of the study is to assess the role of targeted advertising in social networks as an audience-marketing tool.
Objectives.
The main purpose of this research work is to analyse the significance of targeted advertising in social networks for influencing consumer behaviour.
Sub-objectives:
- a) Analyse how Tesco uses social media such as Facebook and Twitter to influence decision making for high growth consumer products.
- b) Analyse how social media has influenced shopper behaviour as a peer group.
- c) Evaluate the effectiveness of targeted advertising in popular social networks to increase the Tesco audience.
- d) Recommend practical ways to use targeted marketing on popular social media to grow Tesco’s audience.
Literature review.
A preliminary review of the literature will help to find out how modern targeted social media advertising works on the purchase decision. What is targeted social media marketing. And why a review of the literature shows that Tesco’s focus is not on its website, but on its social media platforms. The company is more successful due to constant interaction in social networks.
Research Methodology.
This research paper only includes secondary data sources. Data were obtained from online sources, peer-reviewed journal articles, and books. The use of primary data collection forms was not possible.
The main limitation of the study was the lack of capital and time. Data collection and analysis would prevent a researcher from traveling from one location to another, interviewing different Tesco executives, Tesco’s social media team, and marketing executives, and still produce a report on time.
Ethics consideration.
This research study only used sources allowed for use in the public domain to safeguard the authors’ interests. For secondary information gathered and captured in this study, the researcher recognised the authors’ works and efforts. Generally, any private information was not exposed in the public domain.
Research Management Plan.
This research consists of several phases. All phases are scheduled in the Gantt chart (Figure 1).
Figure 1. Gantt chart illustrating a phases of research.
