Reference no: EM132435104

7BUSS002W Business Research Methods Assignment, MSc International Business & Management - University of Westminster, UK

Project Title: Social Media Marketing

Examining the effect of Instagram/Facebook Marketing and Social Class on Consumer Behaviour: The case of Nike in the UK.

Research Objectives - This research will, firstly, focus on studying the impact of Instagram and Facebook marketing on Nike's consumers' behaviour, through understanding the applications' role, their influence on the decision making process of the targeted audience, and its impact on the rate of sale. The behaviour of the clients who use this social application will be investigated to understand if marketing through social media can alter their behaviours. The second objective of this study is to analyze the effect of social class, as well, on the behaviour of social media users. This study will determine if social class can alter the behaviour of Nike's customers who use social media as an online retail platform. The effect of the factor Social Class is a new theory and has been slightly investigated. Hence, the rationale of this study is to add to the literature further knowledge about the relationship between consumer behaviour and social class, and about the relationship between social class and social marketing. In addition, the examination of Instagram/Facebook marketing impact has also been slightly researched.

Thus, the aim of this study is to:

- Investigate the epidemiology of the targeted population who have access to social networks (prevalence of age, gender and social class)

- Examine the efficacy of using Instagram and Facebook as Nike's marketing strategy.

- Analyze the existence of customers' behavioural change concerning the usage of these applications for fashion and trend purposes.

- Investigate the effectiveness and influence of these applications on Nike's gross sales.

-Analyze the impact of social class on Nike's consumers' behaviour.

- Study the relationship between Instagram/Facebook marketing, social class and the buying decision process of Nike's consumers.

Research Questions - The main research question that will take over this investigation is (RQ1): How does Instagram and Facebook marketing affect consumers' behaviours from different social classes? However, other research questions will be answered throughout the research:

RQ: What are the factors that impact the consumer's consumption?

RQ: Does this type of marketing lead to an actual final consumption?

Note - Total Words Requirement: 10,000 Words along with the Data analysis using SPSS.

Report Outlines -

1. Introduction

1.1 Social Media Marketing

1.2 Nike, INC Background

1.3 Research Objectives

2. Literature Review

2.1 Key Themes

2.1.1 Effect of Social Media on Fashion Companies

2.1.2 Factors that Influence Consumers Behaviour

2.1.3 The Relationship between Social Class and Consumer Behaviour

3. Research Questions

4. Research Design

4.1 Research Philosophy

4.2 Methodology

4.3 Participants

5. Limitations

6. Conclusion

7. Timeline Table

8. References