An investigation into the effect of social media advertising on buying choices of customers

An investigation into the effect of social media advertising on buying choices of customers: A case study of H&M

Student Name: Ana Mandoiu

Student ID: S198229

Abstract

Social media is a convenient way of managing communication with clients to engage them in the organisational activities of buying any products or services. In other words, the significance of the social media advertisement is considerably higher to influence behaviour of customers. Therefore, chapter 1 of this study has been done to find the proper scope of the research and details about the chosen organisations to conduct the research. However, a proper problem statement has been given to bring light on the significant issues that have been faced by the organisations while dealing with social media activities.

Social media is a tool that is being accessed by the organisation for digital marketing. Within the realms of digital marketing, there are various tools and dynamics available for the organisations to implement and use the same in the development of the innovative and creating marketing tools. Furthermore, with the help of the digital marketing, the organisations can highly determine the purchasing behaviour of the consumers by assisting their preferences and demands. These determinations of the preferences and demands of the consumers can be statistically achieved with the help of the insights and data available at the various social media platforms.

However, irrespective of the in numerous benefits, there are certain challenges that is faced by the organisation in implementing the social media marketing strategies. These challenges involves lack of security, negative reputation and identification of the strategies that is being developed and used by the organisations. Some of the important platforms of social media that is available for the usage of the organisation as a marketing tool is Facebook, Instagram and Twitter.

Chapter 3 of this study have been done to shed light on the required methods of research, which can enhance the quality of the process with proper accuracy. In addition, the research approaches, data collection methods and ethical measures have been given to visualise its importance for the management of the findings.

The thematic analysis supported in analysing the findings of secondary research. For the same, themes were selected on the research objectives to be used for collecting relevant information. Through secondary research, the benefits and challenges faced by H&M in implementing social media advertising strategy are identified. Social media influences purchasing decisions of customers through the feedbacks provided by other customers. Positive feedbacks motivate customers towards purchasing the products of the company while negative experiences discourage them for making purchases form a brand. Organisations can make use of market research and gauge consumption rate for investigating customer behaviour.

Chapter 1: Introduction

1.1 Background to the research

Social media is a wide tool to interact with the customers for developing sales and leads to improving efficiency in terms of marketing criteria where effective result can be received. Usage can be presented as the major communication tool for getting a proper opportunity of interacting with potential customers and converting them for the organisation profitability. The media also works as a means for assessment of the products, which has been selected by any individual to buy. Following that, the respective study has been designed to assess the importance of channels of social platforms advertising to influence the behaviour of customers to make a purchase decision with perfection.

Additionally, using the support of this study, major factors related to the application of social media had been evaluated to have ideas on the specific areas to make a better impacting the process. The use of social media is helpful for both the organisations and buyers as both of them are using the application to find the appropriate information that can be used for making decisions perfectly. The following project will be playing a crucial role in the identification of the major areas that are linked with usage of social channel to manage the buying decision of the customers.

1.2 Organisational background

Hennes & Mauritz AB (H&M) is one of the major Swedish multinational clothing organisations that is currently operating in 74 countries across different parts of the world. The H&M is headquartered in Stockholm and the organisations have managed to open more than 5000 stores in different countries to expand themselves in the international market. The annual revenue of H&M is US$ 24.8 billion and the operating income is US$ 1.8 billion. The organisation is currently operating with the support of more than 126000 employees all over the world to manage their daily operations and to manage the quality of the services.

However, the organisation has had gross profits of $91544 million in the fiscal year, 2020, which is an effective figure despite the effect of the COVID-19 (hmgroup, 2021). Therefore, the current position of H&M in the relevant market is effective and it can be considered as one of the biggest strengths of the organisation to manage the business process with perfection. Considering such factors, the following study has been planned for executing the research methods to collect data on the importance of social media to influence customer behaviour in buying their products.

In the retail industry, H&M faces competition from other retailers. According to Milne (2017), H&M faces challenges of online competitors. There is high competition from cheaper fashion retailers like Primark and internet sellers such as Amazon, Asos, andZalando. It also faces high competition from Inditex that owns Zara.

1.3 Significance of the problem

There has been a massive change in the process of communication as people are using social media on a large-scale to improve the efficacy of the interaction and information sharing process. In the opinion of Huerta-Álvarez et al.,(2020), major convenient ways of managing the process of communication between two or more individuals to bring positivity within the process is channels of digital platforms. Considering this, using digital platforms is required for facilitating H&M to manage their sales and marketing activities with proper efficiency for creating an opportunity to influence customer behaviour.

However, Rathjeet al., (2021), have suggested that generating leads through social media may be a tough process for the organisation as it requires knowledgeable employees to perform the tasks. On the other hand, targeting the audience may be another major issue, which reduces the precision from perfection to receive the desired result for improving the procedure providing proper quality. Therefore, proper attention on the respective issues should be provided to improve the activities effectiveness within organisations to utilise the digital applications properly.

1.4 Statement of purpose

The influence of social media is extremely high for improving the marketing process for the organisation as it is effective to connect with a huge volume of consumers and it improves the organisational strategies. The use of social media is effective for managing promotion-related operations, as it is a perfect platform to launch advertisements about different products and services. By focusing on this, an organisation such as H&M needs touse such a system to improve the measures in developing the contents to manage the operations by maintaining the customer satisfaction rate.

In the opinion of Guha et al.,(2018), using the support of social media, the organisation will be able to develop content on the products and services that need to be promoted to the people to make them aware of the facilities. Additionally, with such facilities, social media can be a proper solution to improve the marketing strategies for generating the leads to developing strong customers’ bases. However, Andalibi and Forte, (2018), decision making is considered as a wide part in marketing along the support of digital applications, the process of making a perfect decision improves to make a positive impact. Correspondingly, H&M would be able to make decisions that can be effective in the market if the organisation is assessing the customer behaviour and choices from the use of applications on digital channels.

1.5 Statement of the problem

Procedure in utilising social media is filled with many difficulties, thus it becomes the responsibility of the organisation to find the best possible measures to solve the problem. In the opinion of Bradshaw and Howard, (2018), developing a proper social media campaign is dependent on the selection of the population to conduct the process for generating the sales that lead to the improvement of the process. Improper selection of the population will not be improving the organisational approaches of engaging consumers to be influenced as the population should be selected based on the probability of getting responses perfectly. In support of this, H&M can face such issues while they are executing the marketing campaigns to find the potential consumers to convert them perfectly.

On the contrary, Shareef et al.,(2019), indicated that the content for the advertisement should be appropriate to attract the consumers to view the advertisement otherwise; it will not be providing any lead to the organisations to have better outcome. H&M needs to make proper contents about their products and services to make a proper promotion in the applications of digital media to engage the customers. Efficient utilisation of the digital channels can be facilitated by gathering information on the preferences and choices of the customers and it can be a proper solution for the organisations to develop the strategies. Following that, H&M can manage their marketing strategies to influence the people with the support of the information to improve their growth in the digital marketing process.

1.6 Research aim and objectives

Aim

To understand the impacts of advertising by digital media, relating with the buying choices of customers in the parameter of H&M.

Objectives

• To determine impacts of advertising by digital channels over purchasing choices of customers.

• To evaluate various strategies through which customer buying behaviour could be investigated within the fashion-based organisation

• To analyse the benefits and drawbacks that are faced by H&M while analysing the advertisement with the help of digital channels over purchasing choices of customers

• To recommend suitable measures to address purchasing behaviour of consumers through social media advertising platform

1.7 Research questions

• Is utilisation of digital channel advertising poise relevant impact over the consumer buying choices?

• Identify the effects of digital channel on the purchasing choice of the customers in H&M?

• What kind of strategic measures will be effective for investigating the customer buying behaviour for H&M?

• What are the benefits and drawbacks that have appeared while conducting an investigation on the impact of social media advertising?

• Which recommendation will be effective to improve the accuracy of the social media advertisement for H&M?

Chapter 2: Literature review

2.1 Introduction

It can be signified as the overview of previous research works that have been already been published on a particular topic. The following literature review will determine the affect of digital channels on the purchasing habits of consumers. Over the years technology has evolved at a rapid pace and so did the platform of social media. Several types of activities in the form of communication happen over social media between the users that tend to modulate the shopping habits of the consumers. The management of the company can also use the platform of social media as a podium to study and analyse the market trends and demographics of the customers.

2.2 Overview of the use of social media in digital marketing

The extensive usage of digital channels by organisations with the vision of promoting their services to consumers is known to be social media marketing. Deshpande (2020), opined that advertisers and marketers make use of social media for promotion of the brands and inspiring sales through these channels.According to the author as a result of the same they ensure that customers frequency make purchasing decision as a result of the influence from these platforms. Ahmad et al., (2019) on the other hand stated that firms use social media advertisements for boosting the brand image, influencing the purchasing intention of customers as well asattract new customers.

Within the realms of digital marketing, the social media platform is being used by organisations to engage consumers and conduct effective communication by determining their preferences. As opined by Silvia (2019), the usage of digital channels along with marketing within the same has become a very popular means by which various strategies can be emerged easily by the leaders of the organisation. For instance, the implication of social media within the parameter of digital marketing does not only help in generating revenue but also helps in reducing unnecessary costs for the advertisement purpose with the fashion retail organisation.

On the other hand, Ibrahim and Ganeshbabu (2018) said that utilisation of social channels in digital marketing is regarded as very effective for organisations to retain as well as attract consumers because it helps to gather various data with the help of the various analytical tool. This also helps the marketing head of the organisation to track their progress within the various digital channels.

Marketing head of an organisation, through social channels within digital marketing, can determine the future trends and preferences of the consumers, build various strategies to prevent the crisis that may arise. The most important element in which the social media platform is very useful in digital marketing is that it creates the scope of being innovative and creative with the advertisement campaign. Ganeshbabu (2018) have further stated that various digital channels like Facebook, Twitter, YouTube and Instagram helps the organisation in targeting their potential consumers and segregate them based on the preferences they share from their profile.

2.3 Theoretical aspects

The process by which the organisations try to increase their rate of sales and bring the same to a significant position within the market is known to be as marketing theories. Some of the Theories based on marketing are Ansoff Matrix, Marketing Mix and Porters Five Force. Ansoff Matrix is the framework that was being coined in 1965 by the idea of Igor Ansoff where the main focus is being made upon building strategic options in regards to marketing for the organisations.

As discussed by Kukartsev et al., (2019), Ansoff Matrix helps in creating strategic planning that can be undertaken by the organisation in the marketing processes which is favourable for the given current market situation. The central ideas that are derived by this theory shed light upon creating a connection between the marketing of the existing product with that of the future ones.

Market penetration in the Ansoff Matrix sheds light upon the process that can be undertaken by the leaders of the organisation to sell their existing products as well as the services to the old consumers. Product and development within the parameter of the Ansoff matrix can be referred o the process by which the organisations develop various strategies to upgrade the existing products for the consumers to purchase the same.

Market development can be defined as the process by which the organisations try to enter a new market and build their own identity and gain profit. Diversification can be referred to as the process by which the organisation enters a new market with exclusive new items and services with the hope of increasing their rate of sales and attaining both the existing and the new consumers.

Marketing Mix is a tool that is being used by the leaders of the organisation before planning on the advertisement campaigns that would be created by them. As per discussion made by Kalogiannidis and Mavratzas (2020), states that the strategy made based on the analysis of marketing mix helps the organisations to differentiate themselves from the competitors within the marketplace. Furthermore, it has also been noticed that the organisations after analysing the marketing and developing strategies, also gain competitive advantage and sustainability.

Porter Five Force is a marketing tool that is available by the organisations to build various strategies by determining and analysing five main elements that include competitors, a new entry, substitution, power of the suppliers and power of the consumers. As opined by Kurnianto et al., (2019), porters five forces is a competitive model where it is being mainly used by marketers to analyse the competition that is prevailing within the market. Furthermore, it also helps to identify the strengths and weaknesses that the competitors have as well as the influence of the suppliers and the consumers have upon their product.

Competitors analysis in porter's five forces helps the organisation to determine the strengths and weaknesses that the rivalry poses along with the impact that it may have upon them. New Entry within porter's five forces helps the organisation to identify the new competitors that have entered the market and the kind of products that are being sold by them. Substitution is similar to items that have been sold within the market by the competitors. With the help of porter's five forces, the organisation can establish various data regards the same item that is available within the market.

The power of the consumers is referred to the influences that a buyer has over the product and the organisation. It is being determined that the consumers within the marketplace tend to search organisations that are selling the product of their preferences at the lowest price available. Power of the suppliers is referred to the person who provides the raw materials and resources to the organisation to develop the finished goods. It has been observed that if a market has a lesser number of suppliers, then they can charge any prices of the raw materials and the leaders of the organisations are bound to pay the same and vice versa.

2.4 Importance of social media in managing the customer behaviour

Using different social channels are being done by an organisation with the vision of developing content that would be beneficial in interacting with potential consumers effectively and extensively. As per the view point of Carlson et al., (2018), understanding various demonstrations of digital channel marketing helps in facilitating the designs of the campaign by determining the behaviours posed by the consumers within the platforms. Furthermore, effective utilisation of marketing tool available at digital channels, the generation of feedback that is being portrayed by the consumers can be easily generated which benefits the overall marketing performance of the organisation. It has emerged that with the initiation of the consumer's feedbacks, improvising of the products based on creativity and innovation can be attained by the organisation.

On the contrary, Carlson et al. (2019), have argued that participation of consumers within the various social media platforms shows certain typical behaviour where they seek knowledge regards the products and acts collaboratively where they support the ideas that are being generated by the organisation. This engagement and behaviour of the consumers determines the overall performance of the organisation as well as helps in creating a brand value and identity within the realms of social media.

The behaviour and the preference pattern of the consumers can be highly determined by the activities that they undertake within the various social media platforms. This pattern can cause both negative and positive impacts on the overall image of the organisation. Negative comments or statements may emerge based on the product satisfaction that is being received by the consumers after attaining the same. The behaviour of consumers within digital channels is related to decision that they take which can be further divided into five different elements. These five elements include recognition of the problem, searching for useful information, determining the available alternatives, decision-based on the purchase and behaviour after buying the product.

2.5 Significance of the advertisement through the social media

It is believed that the advertisement made with the help of social media tends to target the hyped users, gain the database, and determine the return that can be received based on the investment made. As demonstrated by Crammond et al., (2018), by advertising through social media platforms, the organisations can readily emerge the value that their product holds within the market and link the same with the goals and objectives of the organisation. Furthermore, it is determined, advertising through digital channels, receiving the attention of the potential consumers can be highly possible as well as gain financial success.

The organisations also gain much recognition within digital channels as the management of the apprehension that is received from the same can be highly done. However, Shanahan et al., (2019) have initiated that the different social media platforms have been so commonly used by people across the globe that allocation of the consumers, as well as the trends that are being liked by them, can easily emerge. Personalisation is also effective possible within the realms of social media while marketing the product which was not available within the traditional means of advertising.

2.6 Benefits of using social media in the organisations

Within different digital channels, many advantages can be received by organisations that help them to gain power and success. This is possible because, with the help of the social media platforms, tools highlights the various task undertaken by the consumers as well as the competitors that are present within the market. As discussed by Wong et al., (2021), the positive impact in using digital channels is being received by the maximum utilisation of the same in gathering various knowledge as well as to conduct the effective communication during the pandemic period.

Some benefits that are being received by the organisations in implementing the extensive usage of social media include a faster communication process, creation of relatable content, promotional strategies that can be developed. Additionally, management of the reputation is also possible by utilising metrics and insights of different digital channels and the rate of visibility can also be increased by the same platform.

On the contrary de Zubielqui et al., (2019), have initiated that the human resource management process of the organisation can be highly influenced by the emerging activities that are prevailing within social media. Additionally, the generation of quantitative and qualitative data and evidence concerning consumers is received by using digital channels and influences the practices that are to be taken place within the organisation. The scholars also state that the Human resource management process of the organisations gains innovation and productivity with the high utilisation of digital channels.

2.7 Factors affecting the use of social media applications

Firstly, the factors that highly influence the usage of social media applications is the Technology Acceptance Model. It is the working process of the technology acceptance model where they look after the other various factors affection the overall utilisation of digital platforms by both the organisation and consumers. According to Chen and Lin (2019), there are mainly five main factors that influence social media marketing that includes trendiness, interaction, and customisation. Another factor that influences the utilisation of digital channels is a satisfaction level of buyers which is being received by the positive intention of the same.

An influencer is another factor that affects social media where the organisations approach different celebrities to endorse their products. As per the observation of Jin et al., (2019), content creators who are present on the different digital channels helps the organisation by encouraging creative content for the consumers to like the products and gets highly influenced to purchase the same. This also helps the consumers to gain trust for the organisations and the products that they are trying to sell by depending upon the honest feedbacks or recommendations shared by the influencers within the social media platforms.

Innovation is determined to be another factor that highly affects the utilisation of digital channels of an organisation. According to the reading of Garcia-Morales et al., (2018), it is believed that the organisations use the various social media platforms because it helps them to attain growth which is very complex by the inclusion of innovation which fosters each of the consumers. Furthermore, it has been observed that with the help of innovation, the demand of the consumer can be highly stimulated by the organisation which directly increases their overall performance, level of productivity, quality of the product and develops various strategies to avoid unnecessary competitions.

2.8 Use of social media to assess the customer behaviour

Utilising digital channels highly influences the decision-making process of consumers in regards to purchasing the product produced by the same. The behaviour of the consumers is based on certain factors that include the knowledge gained by them in regards to the products and the specifications it has. Furthermore, the consumers evaluate the specifications of the products based on their own needs and preferences and the measure of satisfaction that they are receiving from the same.

Pentina et al., (2018) have initiated the discussion where it has been stated that social media is very effective to create contents that are very creative and induces innovation which highly influences the behaviour as well as the preferences of the consumers undertaking the purchasing decision. Not only this, it has been observed that the loyalty of the consumers can be highly received by the engagement and communication which is being held through social media. On the contrary, Voramontri and Klieb (2019), have stated that social media helps consumers to make an affirmative decision based on purchasing the products. They assess the importance of the product within their life and link the same with the various dynamic features that are being offered by the organisations.

Furthermore, with the excessive usage of social media platforms, culture has tended to follow up amongst the consumers which also influences and assess their behaviour. The process that has initiated this culture was developed by the liked minded people who have joined together and shared their opinions regards the same which can be both informative as well as persuasive. Additionally, they also add various comments and feedback by determining the knowledge they have gained as well as after purchasing the product.

2.9 Challenges associated with the use of the social media

Irrespective of all the advantages and benefits of the usage of social media, certain challenges are being faced by most organisations. If the organisation fails to address these challenges, the development of the various strategies and the usage of the appropriate would not be possible. As opined by Golzadeh and Gharachorloo (2021), have a state that with the changing technologies, the methods of advertising and process of research also differs. Furthermore, the other challenge is that within the realms of social media marketing, no signified culture can be maintained by both the consumers and the organisation.

Following this, there is a lack of safety and security within the realms of social media as the chances of being hacked along with the leaking of valuable data can take place. Another challenge of marketing tools in digital channel is the availability as well as the initiation of available digital channels for both business and consumers. This is considered to be a challenge because the analysis of the competitors becomes difficult as well as the development of the different strategies which may differ due to the same.

2.10 Different social media applications and their influences on the marketing process

Within the realms of social media marketing, various applications are available for the usage of the organisation in terms of marketing. These applications include Facebook, Twitter and Instagram. As opined by Bianchi and Andrews (2018), after the creation of the Facebook page, many leads can be generated by the organisations which helps them to receive a higher return on the investments that they have made. Furthermore, the author also indicates that nearly 2 billion people who are actively utilising the platform of Facebook and thus, it makes the most exclusive platform for organisations to advertise their products. Additionally, many other features are available, likely, sharing, liking and commenting.

Aswani et al., (2018) have discussed that Twitter is the social media platform where the engagement of the potential consumers can be highly made depending on the preferences and demands that are being shared by them. Moreover, with the help of Twitter, the organisation can determine the cause of the hype in regards to one particular domain and derive strategies that would be fruitful for them. With the help of the profile in Instagram, the organisations can establish various statistics based on which strategies and planning of the marketing process can be highly made. As per the viewpoint of Kovacevic (2019), Instagram is a platform that is improvising its marketing tools with the changing times and helps the organisation to emerge various strategies that would enhance their brand value and identity.

2.11 Literature Gap

The above literature review has not facilitated informative insights in the sections of the challenges faced by the management of the companies with the utilisation of different digital channel. Moreover, sectioning the strategies is also not properly segmented as per the flow of the research work. Therefore in future research work, more concern should be shown over these two particular sections to highlight improvements accordingly.

2.12 Summary

The study has well evaluated the application of social media and identified the same, as an important in the scope of modern digital marketing. There are several kinds of significant aspects of advertisements that can be well projected over social media that can be effectively implicated in managing the behaviour of the customers. The management of distinct companies should apply the platform of social as an effective tool of marketing. The management of the companies while handling social media affairs affecting the core decision-making process of the company can encounter several kinds of operational ambiguities.

Chapter 3: Research methodology

3.1 Introduction

It indicates to a proper set of procedures that are used for the improvement of the data collection to bring support of the methods, which are essential to be applied. For this purpose, the research methods, which are essential, have been provided with a perfect explanation to ensure a proper view of the major aspects. Hence, the set of research methods along with the process of using those has been mentioned to develop a proper framer for the management of the research.

3.2 Research philosophy

It can be defined as a framework that is effective for guiding the researcher to conduct the research based on the reality and nature of the knowledge to make a better impact in the process. In the opinion of Gannon et al.,(2021), the research philosophies are perfect at describing the fundamentals of the research, which can be effective for the management of the superiority of the data collection and analysis process.

Philosophy of research positivism has been decided to be used to furbish the standard concerning the process of collecting data to visualise the major facts with higher quality to have a proper outcome. However, Marsonet, (2019), implied that the positivism philosophy is appropriate for the determination of the facts from the original sources to form statistics that can be used for visualising the major areas on the research topic. Therefore, the use of the positivism philosophy has been effective in making a positive influence on the collection of the data to present the findings with perfection.

Positivism research philosophy allows incorporation of objectivity in to the research and helping describing causal relationships between variable (Alharahsheh, and Pius, 2020). The possibility of generalising the findings is also enhanced with the use of positivism philosophy which can be considered a major reason for using the same. Interpretivism was not used as it might increase the subjectivity of the research and negatively impact the findings by incorporating bias.

3.3 Research approach

Research approaches are expressed as the practices, which are chosen for the deployment of a wide range of techniques to carry out the operations of management in analysing the insights. As per the viewpoint of Mitchell, (2018), the research methods are generally available in three separated forms which are inductive, deductive and adductive. Based on the above fact, the inductive research method has been selected to be utilised to manage the research with the proper help of factual data to manage the quality of the findings.

In light of this, the use of the inductive research approach is effective at findings the theories from the evaluation of the data that have been collected from the valid and reliable. However, the inductive research approach is ideal for the researcher to convert the particular fact into the general findings to make a notable impact on the efficiency of the process.

3.4 Research strategy

The development of the strategy of the research is about the process of managing different methods of the research with a proper combination to advance the process standard to ensure a improved impact concerning the process. Developed strategy which is research oriented is dependent on the process like quantitative and qualitative to advance efficiency concerning procedures with perfection to have a better outcome (Rutberg and Bouikidis, 2018).

In support of this, the qualitative measure had been used for the management of the research for the gathering of ample amounts of data to make impact the process. However, the efficacy of the process can be managed by designing a proper framework, which will be helping the researcher to collect data in the context of the research to have a better outcome.

3.5 Data collection methods

Data collection can be expressed as the process of using a wide range of methods to gather data in the research with the support of valid and effective sources to make the findings more accurate at pointing to the major areas. As suggested by Pluyeet al.,(2018), the process of managing the data collection is required to be performed by undertaking the methods like qualitative and quantitative to collect the secondary insights. For this purpose, the secondary data had been chosen; therefore, the qualitative approach of the collection has been facilitated to improve the accuracy of the process. A Qualitative research method followed in this secondary data collection has developing in-depth knowledge about the ways social media marketing impact consumer behaviour. It can help the researcher identify the emotions and human perspective connected to the research phenomenon (Mohajan, 2018).

Considering this, Silverman, (2020), implied, that the process of collecting secondary data needs to be done by assessing the major research papers including the journals and articles to produce proper impacts concerning the quality of processes. However, accuracy in secondary data collection has been managed by applying the thematic analysis method in which the appropriate data had been collected by preparing themes on the research topic.

Secondary data on impact of social media advertising on the customers has been collected from authentic articles that could be freely accessed from Google Scholar, websites and newspaper articles like the Forbes. Key words of the themes selected were used for searching the articles and the same was followed by analysing them using thematic analysis.

3.6 Data collection instruments

The instruments of data collection are required to be utilised perfectly for bringing proper impact in the process of research to improve the efficiency of the process of research. According to Haseski and I?li?c, (2019), the significance utilising instruments in data collection is exceptionally high as all the tools are required to be used with perfection for improving large scale process efficiency. The thematic analysis had been used as an appropriate instrument of the research to provide the facility of collecting and analysing the secondary data in a proper manner. Therefore, using the support of the method of thematic analysis have improved the credibility of the researcher to present the findings, which are perfect for the audiences.

3.7 Sampling

The concept of sampling is termed as the method perfect at selecting the population to manage the data collection effectiveness process to provide improved contribution towards high-end research.

As per the view of Langer, (2018), the process of sampling have been determined through the focus on factors as non-probability and probability sampling to identify the affects upon the management of researching. Focusing on this, non-probability sampling had been applied to make the insight samples improve the accuracy. In such cases, simple random sampling had been used to manage the process of collecting secondary data with proper quality. However, a total of 6-7 themes will be used for the respective research to collect ample amounts of data from the assessment of the sources that are valid and effective to be presented.

3.8 Reliability and validity of the methods

The methods is highly reliability and valid that have been used as appropriate, as the researcher has provided attentive focus on the use of such methods to improvise process quality. In the view of Rose and Johnson, (2020), the sources that are used must be reliable and updated to make a proper impact on the class of the findings positively. Therefore, all the sources of the secondary data have been evaluated properly before using in the research to be presented as findings for the intended audiences.

However, validity is another major term, which is required to be assessed before using the sources of data in the research. Considering this, all the major research papers that have been used are valid and updated and they have been used as per the suitability of the context. Hence, all the sources of secondary insights have been visualised by utilising a thematic table with the time of sources to increase the transparency of the process.

3.9 Ethical consideration

In the research, the section of ethics should be managed properly as it is capable of improving the class of the research in terms of managing the essential data within the research. In light of this, all the essential ethical measures have been followed to improve the accuracy of the process of managing the data. The data protection act 2018 has been followed in the research to improve the efficiency of managing the privacy of the data to present the outcome without having major errors (legislation.gov.uk, 2021).

The accessibility to the collected and analysed data has been managed properly as only the research team had access to manipulate the information. In addition, every participant within the research had been provided with the consent form to manage the research with proper quality. Moreover, the intellectual property rights act has also been followed to acknowledge the authors, whose articles and journals had been used in the research.

3.10 Limitation of the research

There has been a wide range of limitations that are essential to be focused on to find the possible measures to improve the accuracy of the process with proper quality. In light of this, Adu, (2019), implied that one of the major limitations in the research is to select the appropriate sources of data with the proper assessment of the validity to have proper support. Therefore, the researcher has provided a proper focus on the validity and reliability of the data sources to find appropriate measures within the process. Development of appropriate themes is considered as important element that is to be managed to make a notable impact in the data analysis process.

3.11 Summary of the chapter

In respect of the above content, the research methods, which are essential, have been presented to provide a proper view of the factors. However, the use of positivism research philosophy has been given to find out its importance for the development of the research framework. On the other hand, a qualitative method of research has been used for the collection of secondary data. Additionally, the thematic analysis has been selected to be used to analyse the data in the descriptive form to have a proper view of the major factors, which are linked to the research topic.

Chapter 4: Findings and Analysis

4.1 Introduction

The present chapter will explore the various articles to determine the influence social media advertising has on decisions of customers purchasing choices and habits. The major sources of data are articles, newspapers, journals, and others. Qualitative data is used to meet the research purpose. Themes will be identified related to the research phenomenon and the same will be analysed to develop an in-depth understanding of the topic.

4.2 Secondary Research Findings

Themes	Article	Author and Year	Findings
Positive impact of social media advertising	“The influence of social media advertising on consumer behaviour.”	Akayleh, (2021)	Consumers purchasing behaviour is significantly impacted by social media advertisements. A large number of feedback from the customers, free information about products and reviews helps consumers select products that have greater utility.
	“The Power Of Social Media To Capture Today's Consumer”	Meredith, (2020)	Authentic storytelling can be possible for a brand using social media this can increase or communicate brand loyalty to customers. This can influence customers towards purchasing products from the brand. Social media platforms for advertisements can let consumers feel connected to the company. This will allow them to purchase the company's product.
Negative impact of social media advertisement	“How does green advertising skepticism on social media affect consumer intention to purchase green products?.”	Luo et al.(2020)	If the consumers of social media find that majority of customers have poor experiences with a brand it is most likely to discourage other consumers from purchasing the products of the company. Especially if products are not green or sustainable people are least likely to purchase from them after they observe the reviews on social media.
	“Social media marketing gains importance after Covid-19.”	Mason et al. (2021)	People upload post-purchase experiences on social media platforms like their negative experiences and dissatisfactionwhich can demotivate both old and new customers and limit the possibility of attracting a larger audience to a particular brand.
Strategies used for investigating customer behaviour in fashion industry	“Mapping methods of research on consumer engagement with brands on social media: a literature review”	AudyMartínek, (2021).	It has been mentioned that investigating the behaviours of customers can be done effectively through conducting market research. It is a crucial strategy that can be used by organisations in gauging customer preference trends and levels of engagement with a brand.
	“Investigation of consumer behaviour at selected market commodity”	Géciet al. (2019)	An important strategy for the evaluation of customer behaviour is identifying the consumption rate of the customers over time. It indicates their preferences for a particular brand and helps in estimating whether they are likely to make purchases with the brand in near future.
Social media advertising benefits on buying choices of customers of H&M	“H&M bridges social media and mobile with location-based campaign”	Johnson, L. 2017	H&M has used mobile marketing for a social media campaign to drive in-store traffic. The advertisement campaigns with David Beckham enabled customers to receive gift cards once they scan the images of the statues using their Instagram application with hashtags.
	“H&M stays in style with curated lists on social media”	Jaekel, B. 2017	H&M is inducing revenue with organised lists of products in the appearance of a blog on social media. The image through Twitter with hashtags and headlines draws users and once the links are clicked, they can visit the mobile site with the list of items to purchase.
	“H&M parades new Conscious Collection line via interactive mobile video push.”	Johnson, L. 2017	YouTube is extensively used by H&M to demonstrate users a range of looks from the “Conscious Clothing” line. Recently, a 15 seconds video is featured on the social media page that is a shorter version of a one-minute video. It enables the company to target mobile users who have limited attention spans.
	“Marketing Spotlight - H&M Uses Google+ | Photo, Photo galleries, Marketing.”	Pinterest, 2015	In order to reach the targeted audience across the world, H&M uses Google+.
Challenges of social media advertising on buying choices of consumers	“What’s the problem with H&M’s online strategy?”	Charlton, G. 2022	This article presented information on H&M’s social media content that is quite similar across different social media channels such as Facebook, Instagram, and Twitter. It is criticised for using social media more as a broadcast channel than for customer engagement.
	“H&M apologizes for showing black child wearing a ‘monkey in the jungle’	Bever, L., 2018	H&M has faced criticism for racism in using social media advertisement for demonstrating a black child in modelling sweatshirt that reads ‘coolest monkey in the jungle’.
Measures to address consumer buying behaviour with the utilisation of social media advertising channel	“The future of social media in marketing”	Appel, G., Grewal, L., Hadi, R. and Stephen, A.T., 2020	The authors stated that social media is a digital marketing platform that enables marketers to interact with customers through advertising. It influences their sharing behaviour and word of mouth.
	“Using social media for consumer interaction: An international comparison of winery adoption and activity”	Szolnoki, G., Dolan, R., Forbes, S., Thach, L. and Goodman, S., 2018	Social media use and engagement helps in interacting with customers and influencing their behaviour in purchasing, information acquisition, and post-purchase interaction.

Table 1: Secondary Research Findings

(Source: Created by the learner)

4.3 Analysis

From the first theme, it has been found that social media advertisements significantly impact the purchasing behaviour of customers. Social media has been considered as the cheaper and easier basis for consumers to access information about a particular brand and its products (Akayleh, 2021). Positive feedbacks, reviews and information about products are likely to help consumers to understand the utility of a product. These reviews can positively fluence customers towards making purchases of the products with good social media reviews.

On a similar note, it has been opined by Meredith (2020) that organisations can use social media advertisements for attracting consumers through authentic storytelling. Communicating trustworthy and authentic stories about the brand helps consumers understand brand loyalty. Additionally, social media platforms make the audiences feel more connected to a brand. This positively impacts the purchasing decisions of customers motivating them to buy products from that particular brand.

The secondary research findings can be supported by a literature review stating that engagement with customers through social media can enable communication about the brand value providing them with greater knowledge about the brand allowing them to purchase the products of the company (Carlson et al., 2019).

It has also been found from the review that social media advertising can add value to a product of the organization and potential customers can be attracted to make purchases from that particular brand. This has the probability of increasing the financial gains of an organisation and increasing its revenue. This implicating that social media is not only beneficial for consumers to understand the utility of a product but is advantageous for the organization as well (Crammond et al., 2018).

The second theme of the study has explored the negative impact that social media advertisements have on consumer behaviour. Luo et al (2020) were of the opinion that when consumers through social media advertisements find that customers have poor experiences with a brand they feel discouraged and develop distrust over that particular brand and thus do not make purchases from them. This article mentioned that the consumers finding that others state that a product or brand is not sustainable might disengage themselves from buying such products.

In another article, Manson et al (2021) opined that people upload negative experiences on social media platforms like their dissatisfactions with the products or brand in the comments or review section. This demotivates the existing customers and even discourages new customers. An organisation, therefore, remains incapable of attracting a new customer base for its brand. In the literature review, it has been stated that the negative experiences of the customers can also be communicated on social media platforms, which can to the formation of negative imagery about a brand thus stopping the customers from purchasing the products of the company.

The third theme has evaluated various strategies through which the behaviour of customers can be investigated. AudyMartínek (2021)has identified that the most popular and efficient strategy that can be applied for investigating the behaviour of customers is conducting wide market research. It helps in gauging the current trends in the market and preferences of the consumers. Further, it helps in recognizing the engagement of customers with a particular brand. On the other hand, Geciet al (2019) that recognizing the consumption rate can serve as an important method for investigating customer behaviour. The consumption rate of customers from a particular brand implicate their loyalty toward the brand and it can help in estimating whether they are likely to make purchases from the firm in near future.

Theme 4 is on social media advertising benefits on buying choices of customers of H&M. H&M according to Johnson (2017) has been benefitted by using social media advertising. It is presented that mobile as a means for promotion is used to lead social media campaigns for driving store traffic. The social media advertising campaign presents David Beckham whose statues were placed on different sites to be scanned by Instagram users.

Those who scanned and shared his images on Instagram with a hashtag could receive prizes such as gift cards. Thus, the social media strategy by triggering consumer behaviour of purchasing increased business chances to make sales or a large number of customers. This has also driven customer engagement and ensured that they connect with the company using their social media accounts.

Jaekel (2017) has furthermore discussed how social media has proved advantageous for H&M. the author has stated that the business could boost sales by sharing images of products in an organised list on social media accounts. Images with hashtags and headlines drew customers’ attention and developed their behaviour of clicking the same. This directed them to the company’s website where they can find the list of items that are intended to be sold to customers. In this way, the organisation could transform the social media users into customers by posting content on social media sites. In both the articles, thus there have been details on the financial benefits delivered to H&M with the utilisation of social media for advertisements and promotions.

Johnson (2017) has stated that customers’ behaviour toward H&M has been influenced positively by the social media advertisement placed by H&M through YouTube. It is inferred that this social media platform is used to shorten down long videos to few seconds clip for mobile users that enable them to be aware of the different range of products of the Conscious clothing line. In this way, YouTube has been helpful in targeting users with low attention spans. Even the company has breached the targeted audience globally by using Google+. By using this, it could mould their purchasing behaviour (Pinterest, 2015).

This theme is useful in understanding that different social media dimensions are applied by H&M by the integration of varied platforms for products and service advertisements. Twitter, YouTube, Instagram, and Google+ are some of the major channels used by the business that helps influence behaviour of social media users towards buying its offerings.

Theme 5 discussed challenges of social media advertising on buying choices of consumers.Regarding the issues faced by H&M in using social media advertisements, Charlton (2022) asserted that the business’s content on social media accounts is quite similar. This means that H&M does not seek to create differentiation in its content that might make the social media campaigns dull and monotonous. Moreover, it uses social media platforms for broadcasting purposes instead of engaging customers, which would be more entertaining and exciting to drive positive consumer behaviour. Ansoff’s matrix framework as discussed in the literature review can be aligned with business strategy, as H&M does not rely on differentiation or development of online content. However, as different social groups are targeted on social media channels this can be considered H&M’s market development strategy.

Bever (2018) stated that once H&M had to apologise for one of its social media campaigns that depicted a coloured boy as ‘coolest monkey’. This racism undertone on the advertised sweatshirts had to gather negative responses from the community, which led the business to delete the content. Thus, social media advertisement strategy comes with different sorts of challenges and lack of effective management of the same may create social backlash which hinders market position by affecting sales. The presented articles highlight the major issues in H&M use of social media channels of promotion of its goods. The ways consumers’ behaviour can be negatively impacted by certain strategies or ways of handling social media channels are discussed.

Theme 6 identified measures to address consumer buying behaviour with the utilisation of social media advertising channel. Appel et al. (2020) have put forward that social media, as a digital platform is an effective channel of marketing. It let marketers communicate with consumers through making advertisements of offerings. This strategy facilitates consumer behaviour by making them share the content on their social media accounts. Additionally, word of mouth is facilitated as the content shared on social media encourages customers to talk about the same that drives business website traffic.

It can be supported by the instances presented by Szolnokiet al. (2018) who asserted the utilisation of social media for customer engagement. It is declared that social media channels support communicating with customers and driving affirmative behaviour. The results of the same are reflected on purchasing intention of customers. They involve in acquiring information on the shared content and interact actively after making a purchase to share their experience on buying specific deliverables of a business. This article differentiates from Appel as the former discusses social media influence on customer behaviour of word of mouth and sharing content while this highlights behavioural changes in acquiring information and making post-purchase communication.

This can be said that Chapter 4 answers the stated research questions by setting secondary research themes around the research questions; the researcher could address the same by obtaining relevant information from internet sources. The social media impact on customer buying behaviour is analysed with respect to H&M. The measures that investigate customer behaviour are also identified. Besides this, recommended measures are found that increase accuracy of using social media advertising the business.

4.4 Conclusion

The secondary research presented in this section reveals how the researcher attempted to meet the selected research aim and objectives. Each research theme of the secondary research was developed with the purpose of addressing research objectives. By obtaining information from diverse sources, journal articles and websites, the research aim is fulfilled.

Chapter 5: Conclusions and Recommendations

5.1 Introduction

In this section, the conclusion will be provided on the overall results on the topic of social media advertising implication on buying decisions of consumers at H&M. The findings from the secondary research will be discussed along with the consideration of how the research results have been influencing in meeting research objectives and aim.

5.2 Conclusions

From the research results, it is deduced that there is both positive and negative effect of social media advertisements on purchasing intention of customers at H&M. The findings reveal that customers’ decision in purchasing is influenced by the advertisements placed on social media. Customers’ feedback on social media channels enables potential users to get details about the products or services’ quality. The online reviews are helpful in enhancing customers’ opinions on enabling them to make proper decisions related to the selection of products based on the product's utilisation value. It is also found in the secondary research results that authentic storytelling on social media by marketers increases brand loyalty and customer interaction.

It is thus influencing the developing customer's behaviour towards the brand-related purchasing of its products. The advertisements platform on social media makes customers feel emotionally attached allowing them to make effective decisions related to shopping. It is discussed that potential customers on social media when to find that major existing customers of a company have a poor experience with the offerings are most likely to avoid making a purchase of the goods or service from that company. In regards to the sustainability and green initiatives, when customers find that there is no presence of these aspects on the internet or social media channels as relevant to a company, it also has a negative influence on their decision of making purchases in future.

It is also found that post-purchase experiences on products are uploaded by customers on social media channels related to their unsatisfied experience. This lowers motivation of possible customers and reduces the business's ability to attract new customers. This allows the researcher to meet the first objective of analysing the impact of social media advertising on consumer choice. The second objective is fulfilled as strategies to investigate the buoying behaviour of customers are identified as well through secondary research. This is observed from the results that the major strategies that may help the retailers in exploring consumer behaviour include market research that is helpful in measuring customer preferences besides their engagement level.

The rate by which customers consume or buy a product can be measured that can be used in understanding their preferences towards a product of a brand. It is also helpful in predicting their future purchase. The next objective of analysing the benefits to H&M of using social media advertising on customer behaviour is met. It is found that the company uses mobile advertising to generate in-store traffic. Platforms such as Instagram are used with hashtags to attract customers. Even Twitter is used in an organised form to increase users' visits to the mobile site of the company where they can have a list of items to buy. YouTube is incorporated into the business social media marketing strategy to shorten the video clips for mobile users to increase their engagement.

It has enabled it to increase awareness of Conscious clothing line products. Besides this, Google+ has been used to reach global customers. However the company has also faced challenges while using social media advertisement strategy, it is found that its social media content is similar on varied sites like Instagram, Facebook, and Twitter. It is moreover criticised for using social media as a broadcast channel instead of a customer engagement platform. Additionally, the secondary research reveals that the organisation is criticised for using racist views in marketing products on social media. It has demonstrated a black group child modelling a sweatshirt reading ‘the coolest monkey’. Thus, when the customers came to learn that their perception of the company might have been negatively affected.

The last objective is also addressed as measures to deal with customer behaviour are identified while utilising social media marketing channel. It is stated that communication should be built on social media by marketers in the form of advertising to facilitate word of mouth. Furthermore, engagement on social media should be managed in different stages of customers’ purchases.

5.3 Recommendations

Recommendations to H&M can be provided from the secondary research approach. It has been the research purpose to suggest measures to deal with buying behaviour of consumers with the utilisation of social media platforms.

• It is suggested that H&M can engage in customer interaction on social media channels such as Facebook, Twitter, and Instagram to develop an emotional bond with them, extensive use of social media channels will help the customers to stay loyal to the firm thus enhancing their decision of making a purchase in future. There can be a discussion on societal issues, environmental concerns, and other areas to keep them engaged.

• In different stages of consumers' purchasing behaviour, better engagement and interactive discussions can take place. For instance, in the stage of informal acquisition, the company may strive to share positive reviews about the brand’s offerings on different social media channels. It will enhance word of mouth and attract customers to the company’s website. In the stage of purchasing, there can be a focus on enhancing customers' experience by offering quality service, information on products, pricing, and other details. Finally, in the post-purchase stage, feedback generation can help in enhancing their attitude and future decision of buying its products. The shortcomings that occur in their experience relevant to the service or product of the company can be addressed by understanding customers’ concerns and making changes in the business process.

• Recommendations can be provided to H&M so that it can address the challenges identified in its social media marketing strategies. As it is found that H&M mostly uses similar content on varied social media pages it can use a creative content management strategy, to differentiate the content posted or uploaded on YouTube, Instagram, or Facebook. Moreover, the content should be directed to engage the customers rather than just informing them about its offerings. When attractive content by the use of multimedia can increase online customer engagement, this will facilitate their intention of buying products from H&M.

• It is found in the secondary research result that H&M has faced backlash from the public for racism in online marketing. In future, it should consider that no posts or marketing tactics demonstrate racism. There can be consideration of public opinions before deciding on or selecting marketing slogans or multimedia content. In this way, it can avoid societal criticism that may tarnish its reputation besides affect customers’ purchasing decisions.

5.4 Summary

It is summarised that the overall purpose and objectives of this research project are addressed by the application of secondary research. The recommendations presented suggest that H&M should make effective utilisation of social media channels to enhance the word of mouth and engagement of social media users.

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Appendix

Figure 1: Structure of dissertation

(Source: Developed by the learner)

Conceptual framework

The conceptual framework presented below shows the way the topic of social media is discussed. There is provision of overview of the utilisation of social media within digital marketing technique. Concepts of market penetration and Ansoff matrix are presented along with discussion on the significance of social media in administering consumer behaviour. The importance of socialmedia advertisement is explained in context to business. Besides this, the factors affecting application of social media in customer behaviour assessment are discussed. Additionally, the challenges relevantof socialmedia usage are identifiedprior explanation on strategies to overcome the same.

Figure 2: Conceptual framework

(Source: Developed by the learner)

Figure 3: The Ansoff Matrix

(Source: As Influenced by Kukartsev et al., 2019)

Figure 4: The Marketing Mix

(Source: As Influenced by Kalogiannidis and Mavratzas, 2020)

Figure 5: Porter’s Five Force

(Source: As Influenced by Kurnianto et al., 2019)

Research onion

Figure 6: Research onion

(Source: Saunders et al., 2015)