BM631 Research Methods

The Impacts of Social Media Marketing on the

Purchase Behaviour of Consumers: A
Study on Greggs UK.

Student Name:Alice Georgiana Gavrila

Student-id:21918270

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 Executive Summary
In this report, there are discussions on how social media impacts the purchasing behaviour of
the customers at Greggs as well. It has been essential in highlighting the aim of my research
along with its objectives. I would like to conduct a research methodology since the research
methodology has been the particular methods or techniques utilized at recognizing, choosing,
processing, and assessing information regarding the topic. There have been proper discussions
on research design, approach, philosophy, methods, strategy, and data collection sample size,
population and participants. Moreover, some ethical issues have been identified and discussed
relevant towards my research as such.

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 Table of Contents
Introduction.................................................................................................................................. 4

1. Aim of your research - what you intend to find out...................................................................4

2. Objectives of your research.....................................................................................................4

3. Methodology. Briefly reiterate the Approach, Design, Methods and Participants.....................4

4. Ethical considerations.............................................................................................................. 6

Conclusion................................................................................................................................... 7

References.................................................................................................................................. 8

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Introduction

Marketing via social media could change the sensitivity along with the buying behaviour of the
consumers in Greggs, UK. Moreover, via social media, the consumers could obtain information
regarding the enterprise and its items as well as the firm could get valuable information
regarding the consumers concerning their needfulness (Cochran, 2006). In my opinion, online
social media marketing plays a vital role in inspiring the buying approach of consumers via
distinguished risk, recognised usefulness, informativeness, cost awareness along with
electronic word-of-mouth. I feel that social media marketing allows the communication of shared
values at Greggs and leads towards inspiring trust for the consumers along with marketers for
sharing their values freely.

1. Aim of your research - what you intend to find out.

The research has aimed to identify the effects of social media marketing on the buying
behaviour of Gregg’s UK customers so that the purpose could be created in what ways social
media has expanded in customer purchasing decisions.

2. Objectives of your research.

I found some research objectives suitable for carrying out my research on social media
marketing campaigns.
Research Objectives
● To identify how profitable social media marketing campaign is at creating the ultimate
social media messages (Jansson-Boyd, 2019).
● To analyse how significant social media has been towards the buying behaviour of
consumers in the background of the social media model in my research.
● To figure out the effect of social media marketing campaigns of Gregg upon consumer
buying behaviour (Atherton, 2019).

3. Methodology. Briefly reiterate the Approach, Design, Methods and Participants.

Research Methodology
Research Design
As evidenced by Gajewski (2018), this research has been regarding social media as well as
related to social media marketing that can motivate the buying behaviours of consumers

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(Creswell and Creswell, 2012). A research design has been carried on in a detailed manner in
which various variables could make sure the reason along with the impact of the research. I
have implemented a descriptive analysis research design while conducting the research. As
opined by Sari et al., (2020, p.1836), a descriptive analysis has been performed on social media
along with its effect on consumer behaviour at a business.
Population and sample size
As opined by Muhammad, et al., (2021), a population has been the whole group from which one
wishes to conclusions and a sample size has been every time less than the entire population
size. Additionally, a sample has been a specific group from where I would collect data. Here, the
entire population has been taken around above 500 consumers of Greggs and out of them a
sample of 60 has been gathered from the retail firm (Hoyer et al., 2013). In this research, I have
utilized convenient sampling which has been collected from the consumers of Gregg by
choosing them upon a potential consumer who has been aware of social media along with rand
consumers’ basis who orders their requirements from the shop at online mode.
Research Philosophy
From my perspective, a research philosophy has been a set of fundamental beliefs which
guides the implementation along with the design of a research study. The four types of research
philosophy are realistic research philosophy, pragmatist research philosophy, interpretivism
research philosophy as well as positivist research philosophy. I have applied interpretivism
research philosophy in my research. As stated by Ozu and Bowen, (2016), an interpretivism
research philosophy has been dependent on the estimation that the reality has been subjective,
multiple along with communally constructed.
Research approach
The research approach has been the collection of methods and plans which decide the entire
method of research (Hidayat et al., 2021, p.145). The two kinds of research approaches are the
inductive research approach and the deductive research approach. Here, I have used a
deductive research approach. A deductive research approach has been an analytical approach
in which I develop and progress from normal ideas towards particular conclusions (Sugden,
2017).
Research strategy
A research strategy could assist in guiding me in planning, implementing and monitoring the
research learning. A survey-based analysis has been conducted with a questionnaire form on
the customers in Gregg for knowing their buying behaviour and whether being affected by the
influence of social media or not (Vaus, 2007).

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Data collection
Two kinds of data collection methods are the secondary data collection method and the primary
data collection method (Wilde, 2015). In this research, the primary data collection method is
applied since the consumer behaviour of Gregg is evaluated at the survey form as a
questionnaire has been prepared for them as well as they answered the questions (Bierman,
2018).

4. Ethical considerations.

Respect for the autonomy, privacy and dignity of individuals and communities.
In Data Protection Act 2018, all the individuals accountable for utilizing personal data have to
follow strict laws known as data protection principles and they should ensure that the
information has been utilized legally, fairly and clearly (Kolawole, 2018). I could implement Data
Protection Act 2018 concerning confidentiality, fair treatment, and valid consent along with
anonymity. The password-protected files along with encryption when sending information over
the internet could be the procedures utilized (Boudet et al., 2020).
Scientific integrity
By utilizing trustworthy and reliable data resources, maintaining neutrality, assigning my key
factors and methods along with utilizing computer programs I can make sure that the research
has been collected from authentic data which I have collected from the participants.
Social responsibility.
As cited by Cooley and Parks-Yancy, (2019, p.250), the Data Protection Act 2018 protects the
valuable data, information and documents of the individuals in the firms as well as makes sure
that the data and information have been utilized effectively, perfectly and equitably. It has been
significant that research integrity along with ethics has been regarded at every phase of
research and complies towards better practice standards that assist in avoiding errors or
mistakes, research misconduct along with questionable research practices (Rodriguez, 2019).
In these ways, this research assists as well as reflects respect concerning the integrity and
dignity of the firms and individuals involved and contributed towards the common good (Yuan
and Lou, 2020, p.134).
Maximising benefit and minimising harm.
During the Covid-19 pandemic times, I could implement and use Data Protection Act 2018 for
avoiding invasion of privacy, possible risks towards personal values as well as a risk towards
the psychological welfare of my participants and firms. The participants and my research could
benefit from my findings as well. Data Protection Act 2018 aims to authorize persons to take

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effective control of their data and help enterprises with their legal processing of personal data
(Engelke, 2017).

Conclusion

It can be concluded that social media marketing certainly impacts the buying behaviour of
customers in Greggs, UK. It has been essential in highlighting the aim of my research along with
its objectives. I would like to conduct a research methodology since the research methodology
has been the particular methods or techniques utilized at recognizing, choosing, processing,
and assessing information regarding the topic. Moreover, some ethical issues have been
identified and discussed relevant towards my research.

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References

Journals and Books

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+the+Purchase+Behaviour+of+Consumers:+A+
+Study+on+Greggs+UK.&ots=vW6p8mh3cn&sig=LVu8Yj2LLrh9Vop233xQvbekqwU
Bierman, A.N., 2018. Examining United States Professional Women’s Volleyball Entities Use of
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Boudet, J., Gordon, J., Gregg, B., Perrey, J. and Robinson, K., 2020. How marketing leaders
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+Viral+marketing+within+social+networking+sites.&ots=tnCJF87so_&sig=6fk0puX3RJFLQ6_AY
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