Social Media On J Sainsbury Essay

1 Introduction
1.1 Title
An Investigation of the impact of social media on customer purchase decision in retail industry: a case study on J Sainsbury, UK.
1.2 Background of the Study:
With the development of internet, different social network along with social media has become potential communication media among the people. They share their opinion, choice, experiences, and knowledge through these media. These social media facilitate customers by producing services of information sharing about products and services by which customers are influenced to purchase that product or not. It influences customer’s purchase decision which may effect on the company’s revenue and profit. Researchers are interested to observe the social media affect on

What is the impact of social media on the J Sainsbury’s revenue and profit?
4. What is the condition of existing strategy of J Sainsbury to meet social media’s challenges?
2 Literature Review:
Various past research experience based on different theoretical aspect are discussed in the literature review. This analyse different theoretical factors.
2.1 Social Media
Social media plays a potential role on customer’s mind to think whether he would purchase product of a company or not. Customers are provided very new opportunities by the social media to interact on the internet. Now a day, to make smooth the sharing information progress a large number of social media have been developed. Customers get many reviews from social media about their chosen product.

2.2 Customer’s purchase decision behaviour:
Customer’s purchase decision behaviour is defined as a process which involved a person’s selection, purchase, use etc. of any product or services. Always customers want something new and for this reason customer identify problem about a product at first.
2.3 The Value of brand
The value of brand indicates the functions and utilities derived by the customers from a product or services. It earns high revenue and makes profit and competitive advantages for the