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TRANSCRIPT
RESEARCH PROPOSAL
Effects of Social Media adverting on consumer buying behaviour; a case study Nokia’s performance in a smartphone market
Student name: Ashir Khan
Student id number; 200224
Contents Page No
1. Introduction 2
1.1 Study Rationale 3
1.3 Research Aims 4
1.3 Research Objectives 4
1.4 Research Questions 4
2. Literature Review
2.1 Social Media 5
2.2 Social Media as an advertising tool 5
2.3 Social Media and Consumer buying behavior 6
2.4 Social Media advertising affecting Nokia 7
3. Research Design and Methodology 8
3.1 Type of Investigation 8
3.2 Data Collection Methods 9
3.3 Qualitative and Quantitative Research 9
3.3 Sampling Information 10
3.4 Ethical Considerations 11
3.5 Research Limitations 11
4 Conclusion 12
References 12
Timetable Framework 14
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Research Proposal
IntroductionIn todays’ globalized world, the communication technology has revolutionized all facets of life.
Through this technology various new innovations are introduced. One of them is the
introduction of social media. Social Media is splaying its role in various ways such as social
networking, e-mail marketing, multimedia sharing, blogging and adverting. Currently, the
establishment of communication process through the extensive use of social media has
engendered tremendous transformation. In business world, social media is growing rapidly and
is playing an indispensable part for every organization. According to (Wikström and Ellonen,
2012), social Media has a significant impact on the lifecycle of businesses and it is an effecting
marketing and advertising tool that is unavoidable. As said by Chung (2010) “Social media is a
reality and no longer remains a trend for marketers”.
Organizations are using social media as an effective advertising tool that has started to
integrate systems in order to meet the consumers’ demands. It is observed that business
corporations are going beyond the traditional boundaries of purchasing, selling and are
disappearing the national boundaries of marketing by becoming distinct. The concept of
marketing through social networking sites such as Facebook, Flicker, Twitter and many others
are influencing the consumers buying behavior as the use of social media is becoming wide by
the consumers.
In this specific research study, how the buying behavior is affected through the use of social
media as an advertising tool will be evaluated. The researcher will use a cellular brand as case
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organization in order to enhance the understanding regarding the topic under consideration.
The case organization selected for this specific research study is Nokia.
Rational of StudyWith the increase of mass media and effectiveness of advertising, a significant reduction has
been observed in conventional media. Digital advertising and marketing have provided
consumers knowledge and relevant choices about the organizational products and services
(Kumar and Raju, 2014). With the purpose of identifying the impacts of social media advertising
on consumers buying behavior will not only help the researcher to identify the significant
factors of social media advertising affecting on consumers buying attitudes and behaviors but
the outcomes of this research will also help organizations to understand how their customers
perceive their products.
Moreover, this specific research is going to be conducted in special context of Nokia, one of the
well-known cellular brands. From last decade, the use of mobile phones have increase a lot and
the have moved to the necessities of routine life from extravagancies, and the use of social
networking is assumed to become most important and eminent part of the use of mobile
phones. The investigation of variable mentioned in this research will also help to inquire
whether mobile companies are satisfying their corporate social responsibilities towards its
users and whether they proved themselves to be successful in advertising the right medium in
order to reach their customers and to attract them through their products.
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Aims of the ResearchThe primary aim of this specific research is to investigate the impacts of social media
advertising on consumers buying behavior. The secondary aim is to identify the impact of social
media advertising being executed by Nokia on buying behavior of its users.
Objectives of the Research To review and examine the importance of social media as an advertising platform
To determine a relationship of social media advertising and consumers’ buying behavior
To examine the overall effects of social media advertising on organizational
performance
To review and examine the impacts of social media advertising on Nokia’s operational
performance and its customers’ buying attitudes
To recommend Nokia how effective social media advertising strategies can change their
buying attitudes
Research Objectives What are the effects of social media advertising on consumers’ buying behavior?
How social media act as an advertising platform for telecom industry and particularly
Nokia?
How an organization can create brand image through social media advertising?
How effective advertising through social media can influence the organizational
performance?
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Literature Review
Social MediaSocial Media can be referred as an environment that adopts an attitude of giving and getting
since the communication between users is based on transformation of content that is free of
cost as compared to traditional media. Bucher (2015) consider social Media as a platform that
provides emerging sources of online information. The information is being produced and sent
to customers with primary of creating awareness of products, brands, services, issues and
personalities to consumers.
According to Dou et al, (2010) social media is growing to be successful through its increased
fundability. It means the access to social media sites is becoming easy and people can easily
access to the organization through search engine optimization. More accessibility can create
more added values to the social media websites. Moreover, a strong social networking has also
been observed through this important feature of social media.
Social Media as an advertising toolSocial Media is a media platform that allows marketing communications to develop and seize
opportunities. The direct effect of democratization of information is developed through a
change between communication from one way to a two way communication model where
apart from communicating organizations with their customers, customers also communicate
with one another (Kaplan and Haenlein, 2010). Advertising through social media provides an
opportunity to organizations to target its audiences and helps them to provide relevant and like
information to their customers.
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The use of social networking is increasing day by day. People through the use of social
networking sites such as Facebook, Flicker and twitter like or dislike the products being
advertised by the companies, hence creating a sense for organizations regarding customers’
choices. Later on an organization can use that product or service to advertise through other
media as well.
Moreover, a significant role is being played by social media and that is the development of
International branding. Social media has made the world smaller which has indicated a global
awareness of the organization’s brand. With increasing opportunities through globalization, a
small business tends to start locally and expand into global marketing. The role of allowing
small business into bigger organization is taken up by Social media in order to explain why it has
the best product or best customer service (Jhonston, 2014).
Social Media and Consumer behavior RelationSocial media is considered to be a tool that empowers economic and social networking.
Through social networking sites, millions of people meet virtually and share their thoughts.
Organizations find this tool as a great communication tool and a perfect tool for dissemination
of marketing messages, establishing a wider presentation of their products or services
(Goldsmith and Lafferty, 2002). The replacement of traditional marketing tools such as
magazines, newspapers and others into conventional ways such as social media and people
departure from traditional shopping environment to spending more time on internet cannot be
ignored. People spent majority of their time in using social media websites, social media has
penetrated itself into the entire society. In this way, it has its impacts on commercial life as
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well. People have changed their consumption trends and social media plays its important role
in this regards.
Organizations offer their products and find opportunities for praising their products through
social media. However, they also come to know to what extent their products or services are
being criticized. Social Media advertising changes consumers’ decision making choices and
buying behavior (Choi, 2011). If the products are widely accepted by customers, this trend can
be easily represented through social media. Hence social networking websites are playing their
important role for oragzniatuons in determining the customers buying behavior followed by
satisfaction of dissatisfaction after purchase of relevant products.
Social Media Advertising affecting Nokia Nokia marked itself as pioneer in cellular industry. It was among those organizations that
presented first smart phone in late 19’s and which has transformed it into the business sector
pioneer among its rivals. However, with the emergence of iPhone and android smartphones,
Nokia has to confront a declining trend. These smart phones with far better and unique
features have changed the cellular industry. It was observed that Nokia gradually lost its market
share in in competitive industry and its branding image has been affected a lot (Nokia.com,
2015). Now Nokia is trying to come with different ways in order to attract its customers back.
As, the purchaser conduct was not appeared to be in accordance with promoting strategies
executed by Nokia-Microsoft, Nokia is setting back its key arrangements for attracting its
customers and effective social media advertising could be one of those key arrangements.
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Research design and MethodologyKeeping in view the main objective of research methodology, (Chilisa, (2012) stated that
researcher should adopt the research methodology that helps him to discover the truth
through a scientific procedural application. Research methodology generates the outcome of
any research and it is very important to select the appropriate research methods in order to
make the research project successful.
Type of investigation Investigation is usually categorized into three types; Descriptive, Exploratory and Explanatory.
Due to the quantitative in nature, descriptive research takes up bulk of surveying. Descriptive
research is considered to be conclusive as it is preplanned and its design is structured so that
the collected data can be statistical inferred on a population. Explanatory research is also
considered to have a structured design and is preplanned. It is also conclusive in nature;
however, it attempts to explain a relationship between cause and effects of variables under
observation. On the other hand, exploratory research is widely use in marketing and business
research. The main purpose of this research is to investigate the ideas and insights as opposed
to collection of statistical data (Turabian, 2007).
As this specific research is exploratory in nature, this specific research will investigate the
advertising of social media and its impacts on consumer buying behavior. Two important
aspects of marketing innovations will be discussed in detail such as advertising through social
media and consumers’ behavior and their attitudes. However, the selection of Nokia as case
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organization for this specific research study will be an effort to bridge the research gap in this
field.
Data Collection MethodsThe selection of data collection methods is one of the important elements in a research project.
In order to understand different research approaches and methods for collecting data it is
necessary for researchers to give great importance to this section (Creswell, 2003). Data can be
collected through primary as well as secondary sources. Primary data is information collected
from original resources or directly from respondents for research purpose and for addressing
specific problems. The main sources include structured interviews, survey and questionnaire.
On the other hand, secondary data is information collected from existing data collected and
compiled from other researchers (Saunders, Lewis and Thornhill, 2007). Primary data will be
collected through distribution of questionnaire to the target audience which will be around 150
who are engaged in surfing internet and particularly are Nokia users. From this sample
population of 150 the intention will be to collect at least 140 complete responses. The sample
respondents are large because this consumer market is also huge. Secondary data will be
collected from existing sources such as Journal articles, newspapers, books and magazines.
Moreover, majority of data will be collected through internet such as Google and other search
engines. Nokia official website will be helpful in collecting most relevant and authentic
information.
Qualitative and Quantitative ResearchQuantitative research is normally comprised of data collection and its transformation into
statistical presentation thus the statistical calculations can be derived and conclusions can be
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drawn (Quinlan, 2011). The researchers are usually concerned in deriving conclusions from
their findings related to larger clusters. And because of this specific reason, it is important to
have the individual engaged in the research related to the illustrative sample of the bigger
population. On the other hand, qualitative research primarily associates with recording,
assessing and interpreting in-depth significance and effects of human behaviour and
understanding, accompanied with contradictory views, feelings and behaviours (Nielsen, 2011).
Very small individuals’ numbers are engaged in qualitative study. It is primarily because of the
methods engaged such as deeper interviews and open ended questionnaire.
For this specific research study, open ended questionnaires will be distributed among 150
sample population as to collect qualitative information about social media advertising and its
impacts on consumers’ buying behavior. This method will specifically adopt as it will provide the
researcher detailed answers that will be enrich in providing information and unanticipated
findings will be discovered.
Sampling InformationAs mentioned above the sample population included in this study will be 150 and sampling will
be systematic and filtered because this study is about particular consumers i.e. not all
consumers in the market are using Nokia brand. Therefore, sample population or respondents
to be included in this study will be strictly Nokia users with age ranging from 20-50 years. This
age group is included in the sample because it will provide with opinion from respondents
belong to diverse age groups and will add value in the results and findings of this study. Both
male and female Nokia users will be targeted in this study.
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Ethical ConsiderationResearch studies are not easy to conduct because these activities also hold some ethical
considerations that are essential to be fulfilled by the researchers for raising and ensuring the
reliability and validity of the research findings. Ethical considerations can take various forms
depending on the nature of particular research activity. In this research study researcher will
meet ethical considerations by taking appropriate steps. For example, researcher will take
formal permission from the university regarding undertaking data collection and will adhere to
the ethical form provided by university. Moreover, researcher will take formal permission and
approval of respondents for taking part in this data collection activity and no force or
compulsion will be posted on any respondent for responding to the questionnaire. The
academic nature of this study will be informed to all participants and anonymous nature of this
study will also be maintained throughout so that respondents can respond with ease without
any fear of implications.
Research LimitationsResearch activities are conducted in particular contexts due to which certain limitations are
prone to be attached with each study. In this particular study the skills and competencies of the
research to handle and conduct research process can be a limitation because lacking in any area
can cause damage to the findings of this study. Another limitation can be the embedded
biasness while developing questionnaire and while interpreting results from the side of
research and biasness from respondents based on their positive or negative past experience
can deteriorate the findings.
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ConclusionThis research study will be investigating the impact of social media advertising on consumer
behaviour of Nokia brand users. Literature and theoretical concepts have been presented and
research method chosen is quantitative with questionnaire as main tool of data collection.
Chosen method is justified using literature and context of this study.
References Bucher, T. (2015). Networking, or What the Social Means in Social Media. Social Media +
Society, 1(1).
Chilisa, B. (2012). Indigenous research methodologies. Thousand Oaks, Calif.: SAGE
Publications.
Choi, S. (2011). Guest editorial: Advertising and social media. International Journal of
Advertising, 30(1), p.11.
Chung, C., Austria, K. (2010). Social Media Gratification and Attitude toward Social
Media Marketing Messages: a Study of the Effect of Social Media Marketing Messages
on Online Shopping Value. Proceedings of the Northeast Business and Economics
Association. 581-586.
Creswell, J. (2003). Research design. Thousand Oaks, Calif.: Sage Publications.
Jhonston, K. (2014). The Role of Social Media in International Branding. [online] Small
Business - Chron.com. Available at: http://smallbusiness.chron.com/role-social-media-
international-branding-68363.html [Accessed 12 May, 2015].
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Kaplan, A. and Haenlein, M. (2010). Users of the world, unite! The challenges and
opportunities of Social Media. Business Horizons, 53(1), pp.59-68.
Kumar, D. and Raju, K. (2014). A Study on Adoption Levels of 3G Services in Andhra
Pradesh. Journal of Commerce and Management Thought, 5(2), p.325.
Nielsen, R. (2011). Cues to Quality in Quantitative Research Papers. Family and
Consumer Sciences Research Journal, 40(1), pp.85-89.
Nokia, (2015). International homepage. [online] Available at:
http://www2.nokia.com/en_int [Accessed 15 May 2015].
Quinlan, C. (2011). Business research methods. Andover, Hampshire, UK: South-Western
Cengage Learning.
Turabian, K. (2007). A manual for writers of research papers, theses, and dissertations.
Chicago: University of Chicago Press.
Wikström, P. and Ellonen, H. (2012). The Impact of Social Media Features on Print Media
Firms’ Online Business Models. Journal of Media Business Studies, 9(3), pp.63-80.
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Time Table Framework
Research Activities Week
1
Week
2, 3
and 4
Week
5 and
6
Week
7 and
8
Week
9
Week
10 and
11
Week
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Introduction
Secondary data
collection and
Literature Review
Design of data
collection methods
Primary Data
collection and
interpretation
Analysis
Conclusion &
Recommendations
Sending first draft
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