Influencer Marketing & Consumer Impulse Buying Assignment Sample

• Type Assignment
• Downloads594
• Pages14
• Words3529

1. INTRODUCTION

Get expert Custom Assignment Help for College Students to enhance your understanding of influencer marketing, consumer behavior, and brand perception. Our tailored solutions ensure high-quality research and academic success.

1.1 Background

Marketing plays a significant role in influencing consumer towards the particular brand’s product and services. With the increase in the consumer’s concentration on social media platforms firm has targeting towards using marketing strategies through which large number of individuals can be attracted with less investment. Influencer marketing is one such strategy that aims at creating awareness regarding company’s offering by promoting them through collaborating with famous social media users (Ardoin and Prinyawiwatkul, 2021). Consumer perception has a huge impact on the sales and overall profitability of the company. Each firm focuses on influencing customers towards its brand by creating positive image which assist in maintaining stability in the industry.

 Influencer marketing is one such source through consumer trust and confidence towards companies’ offering can be gained leading to influence the large number of consumer. Marks and Spencer plc (M&S) is the leading British retailer company which aim at providing variety of products related to beauty, food, clothing and home etc. The firm was incorporated by Michael Marks and Thomas Spencer in 1884 at Leeds. The company is having total 1463 retail store in world and headquarter lies in London. Firm is having highest number of the retail stores in UK which amounted to 959 among which 615 only deals in food products. M&S is having the market share of 3.2% with annual revenue of 11.9 billion pounds in year 2023 (Market share of M&S, 2024). This proposal is based on the significance of influencer marketing in influencing consumer’s brand perceptions. It will also depict on the inter relation between the influencer market in attracting costumers towards M&S.

1.2 Aims and objective

 Aim:

The aim behind the current study is to ascertain the impact of influencer marketing on the brand perception of M&S consumers.

Objectives:

To study the concept of influencer marketing and its significance.

To evaluate factors that impacts consumer perception towards brand.

To analysis the relationship between influencer marketing and consumer brand perception within M&S.

To recommended competent strategies which positively influences perception of M&S customer.

1.3 Research questions

Q1. What is influencer marketing and its importance’s?

Q2. What are the factors that influence the perception of consumer towards brand?

Q3. What is the impact of influencer marketing on the brand perception of M&S consumer’s?

1.4 Significance of study

The research conducted on the influencer marketing will help in enhancing the knowledge regarding the importance of such activities within organisation. This will firm in determining the positive and negative impact of such marketing strategies on overall budget and financial position of organisation. This study will also provide accurate information regarding the significance of consumer’s perception on sales and reputation of firm. This research will help in broaden the understanding regarding various factors that will positively influence consumers perceptive and helps organisation to effectively working towards achieving them. Organisations that are working in the retail and fashion industry will also be able to understand the cost and significance of undertaking such marketing strategies within their organisation. Conducting such research will assist in broaden the opportunities of firm in promoting their product and services. This report will also help organization in fashion industry to form strategies and measures by which they can cope up with the changing consumer perception. This help company to adopt measures that will creates positive image in the mind of consumer leading to improving overall performance and position of business entity.

If you're feeling lost in the sea of marketing theories, our marketing assignment help breaks down concepts like branding, marketing mix, and digital marketing strategies into digestible information.

1.5 Rationale

Under this report, research will be conducted on the importance of influencer marketing in the changing the perception of consumer. This has been taken as the researcher issues as individual choices and pReferences has been shifted towards determining trends by observing at their social media influencer. Consume perceptions plays an important role in forming the reputation and goodwill in the industry. This requires company to focus towards determining measures by which consumer faith and confidence could be gained. In the fashion industry, trends and choices of consumer keeps on changing on regular basis leading to impact the performances of the organisation (Balaban and Szambolics, 2022). Influencer marketing assist in promoting the company’s offering and helps in increasing demand for the firm’s products.

In the current time, social Media is the widely used platform across the world and plays a significant role towards influencing consumer‘s decision. This creates the necessity to promote the product through social media app which helps in attracting large number of consumer. Social media influencer’s has a notable impact on the taste and preferences of individual which requires company to focuses on implementing such marketing strategies within its operation. Company’s focuses has been shifted to decreasing the overall operational cost of firm and enhanced its profits. Using influencer marketing as the marketing strategies helps in creating awareness by using cost effective measures and helps in enhancing overall position of organisation. This study will shed light on the importance of consumer perception and influencer marketing on the overall sales and profitability position of organisation (Belanche et al, 2021). Thematic research analysis will also be conducted that helps in broaden the knowledge and understanding of the concept results in enhancing overall performances of the organizations.

2. LITERATURE REVIEW

2.1 Concept of influencer marketing and its importance:

According to Ardoin and Prinyawiwatkul (2021) influencer marketing refers to the method in which business entity consults with individual that are having good followers to promote their product. In the recent times, it is the most effective method of marketing which widely used to influence consumer’s perception. Balaban and Szambolics (2022) described that this marketing is the cost effective method which create awareness in the industry. Other marketing strategies require high cost towards broadcasting the advertising which impact overall cost of the firm that results into decreasing profitability of organisation. Influencer marketing does not require cost towards broadcasting as information can be easily shared through social media and which is most used app in the current time. For example: M&S has able to boost its profit to £187.3m in the year 2022 due to investment on influencer marketing (Profit of M&S, 2024). On the other hand, Belanche et al, (2021) identified that cost and the fees charge by influencer are too high that are more expensive than the broadcasting cost. Company needs to provide various other benefits to individual with their feed which adds on addition charges for the organization leading to impacting overall financial position of the company.

Based on the point of view of Byrd (2020) it has been determined that influencer marketing helps in covering large and broad area for promoting the product. Influencer marketing does not cover particular area rather it can be view by various individual across the world. This helps in creating awareness regarding company’s product and services cover larger areas. On the other hand, Campbell and Farrell (2020) claimed that influencer marketing cannot able to cover people from all demographic. It has been assessed that there are people who are not aware of some celebrity or do not active on social media platform. This will creates obstacle for company in effectively promoting the product and services results in reduction in brand recognition. Chopra, Avhad and Jaju (2021) described that influencer marketing helps in enhancing the loyalty of consumer towards the brand. Influencer has the capability in making consumer fell confident regarding the company’s product and services. This helps in gaining the trust and confidences of consumer towards organisation product leading to creating positive image in the market. This will eventually results in attract large number of customer leading to enhancing overall profitability of organization. However, Collingridge and Gantt (2019) argued that influencer marketing results in over reliance of firms on social media leading to distracting them from other marketing opportunities. This may results in limiting the effectiveness and reach of the marketing strategies of the company and results in overall working of company.

2.2 Factors impacting the perception of customer towards brand

Based on the view point of Dang, Nguyen and Wang (2020) it has been determine that consumer perception is highly influenced by the quality of the good provided by the organisation. Consumers are preferred towards purchasing from brand that is providing high quality goods and services which help in enjoying the worth of amount that has been spent. On the other side, Dhanesh and Duthler (2019) mentioned that prices of the good and services are the most important factor influencing the perception of consumer. The cosnuemr identified the cost of product and determined that whether he needs to purchase the product or not. Company should focus on providing the high quality goods and services at the most effective and reasonable price as to attract consumer. Further, Hughes, Swaminathan and Brooks (2019) claimed that marketing strategies used by company also has a high impact on the mindset and belief of the consumer. The company which focuses towards influencer marketing and advertisement is able to gain trust and confidence of consumer easily.

On the contrary, Jin, Muqaddam and Ryu (2019) believed that customer services and after sale services of the organization has a crucial impact on the mind and thought of consumer. Company that are having a satiable network for communicating with consumer is able to resolve conflict and doubts are able to create positive impact on consumer choices. Ki and Kim, Y.K., (2019) identified that social and environmental measures implementing by company is able to attract and influence large number of consumer towards brands. Firm that are involving in sustainable activities creates goodwill and reputation in the industry leading to enhanced overall profitability of the company. Nevertheless, Kim and Kim (2021) said that performance and reputation of the firm helps in creating positive image in the mind of customer and thereby attracts them towards the purchase. Firm’s that are involve in unethical practices and measures lose high number of customer leading to negatively impacting overall financial position of business entity.

2.3 Impact of influencer marketing on consumer brand perceptions

According to Kyngäs (2020) influencer marketing plays an important role in moulding the perception of consumer towards particular brands. It has been determined that influencer marketing helps in creating awareness regarding the goods and services of the company which helps in attracting and influencing large number of individual. Consumer perception is highly influenced by observing models and influencer on regular basis leading to changing the perception and thoughts of individuals. However, Haven and Van Grootel (2019) investigated that inauthentic endorsement with influencer may result in negatively impact on the overall reputation and goodwill of the organization. Firm that do partnership with influencer that are indulging in any type of unethical and fraudulent activities then customer perception will be negatively impacted towards the brand. This will results in reduction in potential of firm towards attracting customer leading to reducing overall profitability of the business entity. Modica et al, (2020) depicted that influencer marketing helps in increasing the creditability and trust regarding the services of organization. Influencers assist in providing information regarding the usage and features of particular product which provide assurances to the consumer. This helps in influencing the decision of consumer towards the brand assist in improving overall profitability and financial position of the business entity.

On the critical note, Stampa, Schipmann-Schwarze and Hamm (2020) identified that influencer marketing can provide faulty and unauthentic information regarding the product and services. This may lead to losing the trust and confidence of the customer regarding the company which eventually results in losing large number of customer. Based on the point of view of the Taillon et al, (2020) it can be stated that influencer marketing helps in increasing employees’ engagement within the organisation. Individual easily follow and trust influencer whom them admire and interested towards using product suggested by them. This will help in influencing large number of consumer towards organization and also assist in increasing retention rate of consumer. However, Teru, Denis and Hamilton (2020) claims that including influencer marketing may results in reducing the involvement of customer towards brand and leading to impacting their performances. This type of marketing cannot be controlled by organisation as promotion is done though influencers’ own social media account. If any wrong or unauthentic information is provided through them will results in losing their trust leading to reduction in number of customer associated with company.

3. RESEARCH METHODOLOGY

3.1 Research type

There are two type of research that is used for evaluating research problem or issue namely qualitative and quantitative. Qualitative data refers to the collecting information in the form of text while covering personal experience and belief of individual. Quantitative research type involves collecting information in the form of numerical and statistics. For conducting this research, qualitative research type will be used as it will help in covering all the aspect that cannot be expressed in form of numerical. Further, selected research type will also assist in providing indebt information about influencer marketing and brand perception of M&S customers.

3.2 Research approach

Research approach involves the steps and procedures that provide detailed method of collection, evaluation, analysis and interpretation the data. There are two type of research approach that is inductive method and deductive methods (Vrontis et al, 2021). Inductive method is known as bottom to up research approach that concentrates on providing conclusion after going through specific to generals. Deductive research approach is the top to bottom approach that start with theories and hypothesis which is then tested with collected data. In order to investigate relationship between influencer marketing and customer’s perception or decision making inductive approach will be used. Moreover, it provides flexibility and helps in forming new theory that assist in effective problem solving. On the basis of this, new theoretical framework will be drafted by evaluating underlying theoretical opinions and related aspects.

3.3 Research philosophy

This concept is refers to the belief and assumption that are undertaken while collecting and evaluating data. Research philosophy is having a direct impact on the techniques, tools, and design and interpretation of data. There are two type of research philosophy that includes interpretivism and positivism method. Interpretivism philosophy places emphasis on knowledge regarding the concept could be enhanced by understanding the experience of different individuals (Wai et al, 2019). This philosophy is based on assumption that real life example are crucial for better understanding the research problem. Positivism philosophy includes using analysing and numerical data for obtaining the knowledge. In the current research, interpretivism philosophy will be used which helps in providing reliability information. Accordingly, by interpreting qualitative aspects relationship between influencer marketing and customer’s perception towards brand will be studied.

3.4 Data collection

Data collection refers to the method which will be used by firm in gathering or collecting all the published and unpublished information for various sources. There are two major method through which all the required and crucial information could be collected i.e. Primary method and secondary method of data collection. Primary method of data collection aim at gathering information for the first time and no prior published data will be used in the research. Secondary data collection aims at gathering all the crucial information from the sources where the information is already available. In the current research, both primary and secondary type of data will be used in the conducting this research. For gathering primary data survey will be conducted on 50 customers through questionnaire. Moreover, survey, close ended questions, helps in getting deeper insight about the customer’s thought related to M&S products. Magazines, newspaper, journals, books will be used to collected secondary data.

3.5 Sampling

Sampling refers to selecting particular group from whole population form which further information will be collected. This helps in gathering diverse information while co les time and effort. For conducting the researcher, data will be collected from the 50 regular customer of the company. This will help in broaden the knowledge regarding consumer perception and helps in collecting accurate and reliable information.

3.6 Data analysis

Data analysis refers to systematically applying various statistical and theoretical tools to analysis evaluate and interpret the data. This process help in enhancing the decision making process within research by provided accurate suggestion and information. SPSS and thematic data analysis are two methods through which gathered data is evaluated (Wang, Lin and Spencer, 2019). In the current study, thematic data analysis method will be used which aim at closely observing the collected data to determine the topics, themes and pattern in the text. Thus, referring the responses of respondents research issue will be evaluated and supported with graphs & brief thesis prepared in literature review section.

3.7 Research limitation

Due to time and resource constraint study will be conducted on limited customers using thematic analysis over SPSS. In order to avoid such limitation random sampling will be used which facilitates effectual sample selection and thereby helps in evaluating research problem effectually. Further, thematic helps in dealing with qualitative issues in the best possible way. Hence, competent measures will be used for avoiding the impact of limitations of the study.

3.8 Validity and Reliability

While collecting the secondary data focus will be placed on the reliability and validity of the sources. For this purpose, inclusion and exclusion criteria will be setting down before undertaking the concerned sources. Along with this, priority will be given to the recently published and copyright protected data sources.

3.9 Ethical consideration

This session of research methodology involve collecting, evaluating, analysis and interoperating data by using ethical and fair measures (Ye et al, 2021). While collecting data from primary sources, information will be collected without any biasness and kept confidential. While using sampling method, concentration will paid on using random sampling method which aims at providing equal chances to each individual to be selected. It will help in gathering information form diverse population which helps in getting different perception. It will assists in removing biasness and discrimination in the data collection method and support in getting accurate information.

REFERENCES

Books and Journals

• Ardoin, R. and Prinyawiwatkul, W., 2021. Consumer perceptions of insect consumption: A review of western research since 2015. International Journal of Food Science & Technology, 56(10), pp.4942-4958.
• Balaban, D.C. and Szambolics, J., 2022. A proposed model of self-perceived authenticity of social media influencers. Media and Communication, 10(1), pp.235-246.
• Belanche, D., Casaló, L.V., Flavián, M. and Ibáñez-Sánchez, S., 2021. Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, pp.186-195.
• Byrd, R., 2020. Qualitative research methods. Virtual Class, Memphis. Recuperado em, 17
• Campbell, C. and Farrell, J.R., 2020. More than meets the eye: The functional components underlying influencer marketing. Business horizons, 63(4), pp.469-479.
• Chopra, A., Avhad, V. and Jaju, A.S., 2021. Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), pp.77-91.
• Collingridge, D.S. and Gantt, E.E., 2019. The quality of qualitative research. American journal of medical quality, 34(5), pp.439-445
• Dang, V.T., Nguyen, N. and Wang, J., 2020. Consumers' perceptions and responses towards online retailers' CSR. International Journal of Retail & Distribution Management, 48(12), pp.1277-1299.
• Dhanesh, G.S. and Duthler, G., 2019. Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public relations review, 45(3), p.101765.
• Hughes, C., Swaminathan, V. and Brooks, G., 2019. Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of marketing, 83(5), pp.78-96.
• Jin, S.V., Muqaddam, A. and Ryu, E., 2019. Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), pp.567-579.
• Ki, C.W.C. and Kim, Y.K., 2019. The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & marketing, 36(10), pp.905-922.
• Kim, D.Y. and Kim, H.Y., 2021. Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, pp.223-232.
• Kyngäs, H., 2020. Inductive content analysis. The application of content analysis in nursing science research, pp.13-21.
•  Haven, T. and Van Grootel, D.L., 2019. Preregistering qualitative research. Accountability in research, 26(3), pp.229-244.
• Modica, P.D., Altinay, L., Farmaki, A., Gursoy, D. and Zenga, M., 2020. Consumer perceptions towards sustainable supply chain practices in the hospitality industry. Current Issues in Tourism, 23(3), pp.358-375.
• Stampa, E., Schipmann-Schwarze, C. and Hamm, U., 2020. Consumer perceptions, preferences, and behavior regarding pasture-raised livestock products: A review. Food Quality and Preference, 82, p.103872.
• Taillon, B.J., Mueller, S.M., Kowalczyk, C.M. and Jones, D.N., 2020. Understanding the relationships between social media influencers and their followers: the moderating role of closeness. Journal of Product & Brand Management, 29(6), pp.767-782.
• Teru, K., Denis, E. and Hamilton, W., 2020, November. Inductive relation prediction by subgraph reasoning. In International Conference on Machine Learning (pp. 9448-9457). PMLR.
• Vrontis, D., Makrides, A., Christofi, M. and Thrassou, A., 2021. Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), pp.617-644.
• Wai, K., Dastane, D.O., Johari, Z. and Ismail, N.B., 2019. Perceived risk factors affecting consumers’ online shopping behaviour. The Journal of Asian Finance, Economics and Business, 6(4), pp.246-260.
• Wang, X., Lin, X. and Spencer, M.K., 2019. Exploring the effects of extrinsic motivation on consumer behaviors in social commerce: Revealing consumers’ perceptions of social commerce benefits. International Journal of Information Management, 45, pp.163-175.
• Ye, G., Hudders, L., De Jans, S. and De Veirman, M., 2021. The value of influencer marketing for business: A bibliometric analysis and managerial implications. Journal of Advertising, 50(2), pp.160-178.
• Online
• Profit of M&S, 2024. Online Available through: < https://www.statista.com/statistics/413349/group-revenue-marks-and-spencer-mands/>
• Market share of M&S. 2024. Online Available through: < https://corporate.marksandspencer.com/media/press-releases/marks-and-spencer-group-plc-full-year-results-52-weeks-ended-1-april-2023 >