- Aug 17, 2025
- 19 min read
Updated: Aug 18, 2025
Ukwuru Business Vol 25(10): 1-16
UKWURU BUSINESS
Ukw Busi. 2025; 25(10): 1-16. Published Online 2025 January 17
UkwBusID: USBusi1
Social Media and its Impact on the Consumer Behaviour of UK customers Attending Tesco Stores; A Mini Research
Abu Christopher, and Ukwuru, Edmund Ikpechi
Abstract
Background
The globalized nature of the business world is driven by communication technologies that encourage seamless interaction. Social media is a communication technology that makes it easy for businesses to engage with their customers all around the world. Facebook is one of the social media that encourages engagement with customers. In this study, the impact of Facebook on consumer decision making was investigated by using customers of Tesco as a case study.
Method
The study employed quantitative research method in which questionnaire was designed on Survey Monkey and distributed to 25 participants through social media.
Findings
The findings revealed that Tesco was the most preferred store among 52.00% of the participants; the elements of Facebook that the participants considered important in decision making include, Facebook reels (64.00%), Facebook live (52.00%), other competitors (64.00%), and Facebook comment section (64.00%); 36% of participants were influenced by Facebook comment section when making purchasing decisions, Facebook reels had neutral effect (64%) on decision making among participants. However, 48% of participants considered the presence of other competitors as important in their decision making. Consumer confidence is affected by the reviews provided by other customers on Facebook (36%). Also, the mode of payment was a determinant of consumer confidence (44%).
Conclusion
The study concludes that the consumer behaviour of customers who patronize Tesco is impacted by Facebook.
Recommendations
The recommendation is for Tesco to strengthen its adverts on Facebook. The adverts should take advantage of various resources provided by Facebook.
Keywords: Tesco, Social Media, Consumer Behaviour, Purchasing Decisions, Consumer Confidence
1.0 Introduction and Background
The arrival of the internet and social media afterwards was a significant game changing force (Hajli, 2014). It is evident that social media as a technology has contributed towards how the business is conducted (Makudza, et al., 2020). Example, with respect to virtual value chain; the role that the marketspace plays in value creation; as seen with Facebook’s Marketplace. Hence, businesses have adopted social media in order to improve customer; reach, engagement, management, and interaction. Apparently, social media is very suitable for showcasing products to customers without facing the hassles of a physical space (Voramontri and Kileb, 2019). On social media, customers can view varieties of products, and compared different products, and their prices, interact with the business and with other customers in order to get feedback, and then make the decision to purchase or not to purchase. Customers who have made purchases are often encouraged to leave reviews that either encourage or dissuade potential customers. Thus, social media has both negative and positive impact on the behaviour of consumers.
According to findings from Dixon (2024) published on Statista, there are 55.9 million Facebook users in the UK as of July 2024. This is a 21.9% increase in Facebook usage from 2020 when there were 45.85 million users in the UK. Facebook has gained a lot of reputation as a major social media channel, and its interconnectedness with Facebook messenger, Instagram, and reels makes it a remarkable social media platform for engaging with customers (Dixon, 2023).
Social Media: The internet has changed the way of doing business, and this is effectively demonstrated through social media. Social media contributes to the marketing operations of businesses, making it even easier to purchase products (Taie and Kadry, 2017). Businesses can effectively follow-up on customers through social media, and target them with the preferred product choices (Vidal, et al., 2020). According to findings from Shapiro and Margolin (2016) social media use varies across various demographics; young people are the mostly likely to use social media for various purposes. Businesses stand to gain from the opportunity provided by social media. In addition, social media is capable of facilitating social growth and enabling businesses to perform effectively.
Facebook Usage in the UK: Currently, there are over 55.9 million Facebook users in the UK (Dixon, 2024). Dixon (2023) stated that the level of awareness (95%) about Facebook is significantly higher in the UK. Sixty-nine percent (69%) of users indicated high level of loyalty to Facebook usage. Although, Facebook Messenger is ahead of the Facebook platform as the topmost and leading social media platforms in the UK. Dixon (2023) also noted that on average people spend 14 hours and 42 minutes per month on Facebook, and most of the users are between the ages of 25 to 34 years. The implication is that Facebook users are exposed to high level of activity, including business adverts. As of 2022, businesses spent a combine USD 12 billion on social media advertising in the UK alone, and this is projected to reach 17 billion by 2027. Facebook was considered by businesses as the most important social media platform for marketing products to consumers. Considering the number of hours spent on Facebook, it is not unlikely that customers loyalty and behaviour would be impacted.
Social Media and Customer Base: Customers can easily engage with their preferred brands on Facebook. Other social media platforms also encourage this interaction. However, because Facebook has a marketplace, it increases the possibility of viewing several products and reading the reviews posted by other customers (Guckenbiehl and Zubielqui, 2022). Brands that are in good standing with customers can easily progress and expand their customer base. In contrast, those brands that have failed to satisfy their customers may face backlash because a poor review from one customer can reverberate through several other customers. Zeng et al (2022) therefore urges businesses to exercise caution when posting and promoting their products. Thus, while social media can be very beneficial, it can also be a source of challenges for companies (Nazir, et al., 2020).
Customer Loyalty and Consumer Behaviour: Businesses generally strive to gain high-level of recognition among their customers so that they can be selected in preference to other brands (Cipoletta, et al., 2020). The concept of customer loyalty describes a situation in which customers completely trust their preferred brand because the company has been able to establish a connection that is both productive and honest with its customers (Appel, et al., 2019). Facilitation of customer loyalty is also encouraged through social media. This is because customers can engage with their preferred brands, and brands get to build strong relationships with their customers (Perbal, 2016). These tend to have implications on consumer behaviour. Customers are more likely to purchase from brands that they are familiar with because they have had time to build trust and healthy relationships.
Association between social Media and Consumer Behaviour: Consumer behaviour is influenced by a variety of factors most of which emerge from the consumers personal beliefs, and experiences, as well as the views and experiences of other people around them. According to AlShawabkeh et al (2021) social media was found to have impacted the purchasing intentions of consumers in Edinburgh, UK. Particularly, the study revealed that social media has impacts, leading to increased trust towards enhancement of buyer decisions. Social media leading to trust building in a customer is one facet, a reverse instance could also occur wherein trust is diminished in relation to negative comments, and experiences of transaction fraud on social media. What Voramontri and Kileb (2019) identified was that social media usage has effect on satisfaction of consumers in relation to information search and alternative evaluation. They also noted that customer satisfaction is strengthened as consumers move nearer to purchasing the product as well as in the post-purchase evaluation stage. Despite conducting their study in South-East Asia, the findings reflect those obtained in the UK; an indication that social media can have positive and perhaps negative influence on the decision to make a purchase.
Miah et al (2022) investigated the impact of social media on online shopping behaviour in the period of the COVID-19 pandemic; by studying the Bangladeshi population, it was revealed that on social media, the involvement of celebrities such as when they endorse a brand, or the use of promotional tools, as well as online reviews, all have implications on the behaviour of consumers. Bhardwaj et al (2024) conducted a systematic review that confirmed the role that influencers on social media play in ensuring consumer behaviour and purchase intentions. Yang and Wong (2022) also confirmed that social media influencers have impacts on the buying behaviours of consumers.
Other findings have shown that social media is a key driver of consumer intentions and purchasing behaviour. There is evidence that social media is a major facilitator of purchase intentions among consumers (Makudza, et al., 2020). Hence, what Makudza and colleagues found was that in order to facilitate purchase intentions among consumers, social media word of mouth should be implemented. In contrast, they found that contents created by the firm was not associated with purchase intentions. Overall, they summarised that social media is an effective tool and its adaptation is a necessity for improving consumer purchase intentions.
In the study by Kumaran and Navin (2022) consumer buying behaviour was examined with respect to social media marketing. What it revealed was that discounts on the prices of products, as well as engagements in form of likes and comments on social media posts, and the role of social media influencers and reviews on social media were key to driving social media behaviour among consumers. The study by Chan (2022) further confirms the evidence that social media influencers have a role to play in driving up consumer buying behaviour. Chan (2022) conducted his study in the United Kingdom, thus, it aligns with the earlier findings published by AlShawabkeh et al (2021) which showed that social media has influence on consumer buying behaviour. It shows particularly, the mediator between social media and consumer behaviour.
Singh et al (2021) has argued that companies are adopting social media in order to drive and maintain interactions with their customers. The authors recommend that social media companies should work towards improving their branding and presentation. This is capable of encouraging and building trust; Hajli (2014) is of the view that through social media can increase trust and customer’s intention to buy. A study conducted in the UK by AlShawabkeh et al (2021) revealed that consumers behaviour was impacted by their engagement with social media. This has also been confirmed in other studies. There can be both positive and negative implications. The importance of this proposed study is that it will identify the role that social media plays in relation to the behaviour of consumers in the UK.
Rationale
What the background shows is that social media is an essential tool in business. Social media has impact on consumers decision to make a purchase. What it does not show includes; the elements of Facebook that affect consumers decisions to make purchases in the UK; the extent to which elements of Facebook affect consumers decision to make a purchase have not been determined in studies. This should be measured by evaluating the subjective views of participants in a Likert scale; indeed, consumers decisions are likely affected, but whether it is positive or negative effect needs to be examined. This will show the type of mediators that result in positive or negative effects on buying behaviour. Therefore, this study is seeking to investigate the role of social media in the buying behaviour of consumers in the UK.
Research Aim
Against the identified research background, this study set out to identify the impacts of Facebook on consumer behaviour of UK customers. Facebook is a social media that encourages marketing and advertisement of products. The presentation of products may affect customers behaviour.
This study is underpinned by the theories of Reasoned Action and Planned Behaviour. Both reasoned action theory and planned behaviour theory are suitable theories that explain how intention and behaviour are formed (Fishbein, 1979). Both theories hold that in order to form intention and then behaviour, a persons attitude, personal beliefs and subjective norms are dominant. Although, one or more than one of these are required to form intention and behaviour (Ajzen and Fishbein, 1975)
2.0 Research Methodology
Research Method
According to Saunders et al (2012) quantitative method can be adopted independently as mono method, or it can be adopted together with qualitative method as mixed-method, or by combining two or more quantitative methods as a multi-method. The main difference between quantitative and qualitative method is that the former is interested in obtaining observable or measurable data which is mainly numeric. In contrast, the latter is interested in obtaining opinion or text-based data (Akkerman et al 2021). These differences are tied to the philosophies that underpin them (Adom et al., 2016; Saunders et al., 2019). This is because quantitative data is logical, unbiased, and free of human interference, while qualitative data involves human interference or opinions, and is based on experiences that are described. Thus, quantitative method obtains the population of participants whose consumer behaviour have been affected by Facebook, while qualitative method obtains the nature of the effect of Facebook on the consumer behaviour of the participants.
Research Approach
This study applied deduction as the chosen research approach because it is in accordance with quantitative method and it asserts the need for law-like generalisations as described by positivism philosophy (Saunders and Bristow, 2023). Meaning that after the data has been collected in this study, statistical tests were then used to determine the existence of a relationship between Facebook and consumer behaviour, and this led to a generalisable conclusion (Alharahshe and Pius, 2019). Turyahikayo 2021).
Data collection method
The basis of data collection method is rooted in research strategy. Saunders et al (2012) listed seven research strategies or methods of data collection. These include, survey strategy and experimental strategy that are used in quantitative studies, while grounded theory, narrative inquiry, and ethnography, are used in qualitative studies. Archival research can be used in both quantitative and qualitative studies but only when the study is a primary study, while action research can be used for both quantitative and quantitative or a mix of both (Aliyu et al., 2015).
Since this study is a quantitative study, the decision rests between survey and experimental strategies for data collection. Experimental strategy is a high-quality and time-consuming, and resource demanding strategy (Orabah, 2021; Avornyo and Baker, 2021). Thus, survey strategy which is more convenient and devoid of the limitations of experimental strategy was used for this study. Since only survey strategy was used, this means a mono method was adopted, as opposed to adopting both survey and experimental method which is multi-method, or combining survey and grounded theory strategies which is mixed-methods.
Sample Population and Sampling
The population for this study are people residing in London. By narrowing down this population, it is possible to generalise the findings to people living in London. A total of 25 study participants were sampled from the general population by distributing the research questionnaire which was developed on survey Monkey. The link to the research questionnaire was distributed on Facebook groups and pages, as well as on WhatsApp. Responses were obtained until the 25 questionnaires were completely filled.
Questionnaire
The questionnaire comprised for 15 questions in addition to four sociodemographic questions. The questionnaire required a 20 minutes response time, including the time required to read the participant information sheet and provide consent to participate in the study.
The questionnaire comprised of closed-ended questions to ensure consistency with the requirements of positivism; participants were not allowed to give their opinion so that the data remained unbiased (Zukauskas et al., 2018). The questions alongside their responses were developed from the existing empirical literature (Valeev and Kondrat’eva, 2015). A process that is similar to developing questionnaire from the findings of an interview in a mixed-methods study. In this way, the quality of the study was reliable (Keser and Köksal, 2017).
Reliability, Validity, Generalisability
The reliability and validity of the evidence was guaranteed through statistical techniques and data handling techniques.
Method of data analysis
The data was retrieved from Survey Monkey in the format of SPSS, so that it could be analysed using SPSS (Statistical Package for Social Sciences). Descriptive and Inferential statistics were used to analyse and determine if the relationship between Facebook and consumer behaviour was statistically significant at p<0.001 for Chi-Square analysis, and p<0.05 for One-Way Analysis of Variance (ANOVA).
Ethics
The participants were informed about the study, by using a participant information sheet. Participants were required to provide consent in order to participate in the study. Ethical practices of respect, autonomy, confidentiality, voluntary participation, and privacy were guaranteed.
Limitation of the Method
The limitation of the Method is tied to inability to carry out a pilot study that could validate the questionnaire.
3.0 Results
The previous chapter focused on the methodology of the study; this chapter focuses on the results of the study. The results are presented in line with the objectives of the study.
3.1 Elements of Facebook that Affect Consumers Decision to make a purchase
Findings from the survey revealed that majority of participants 13(52.00%) prefer Tesco; this is followed by Sainsbury 8(36%), and Asda 4(12%) (figure 1).
In figure 2, it is revealed that sometimes 18(64.00%) Facebook reels affects the decision of participants to purchase from a retail store. Nine (36.00%) of participants are of the view that Facebook as a social media does not influence their decision to purchase from an online retail store.
Figure 3 shows that Facebook live 13(52.00%) never influences purchasing decision of the participants. This followed by 11(44.00%) of participants who noted that sometimes Facebook live impacts on their purchasing decision.
Findings on figure 4 revealed that the presence of other competitors on Facebook affects purchasing decision 16(64.00%). 7(28%) of participants feel that the presence of other competitors might affect their purchasing decision.
Findings revealed that sometimes 16(64.00%) the comment section affects purchasing decision. This is followed by 5(10.00%) participants who noted that comment section always influences purchasing decision (figure 5).
3.2 The extent to which elements of Facebook affect consumers decision to make a purchase
Findings showed that most participants 11(44.00%) noted that the comment section is of neutral importance in purchasing decision, while 9(36.00%) noted that the comment section is of importance in purchasing decision (figure 6).
Findings in figure 7 show that participants are neutral 16(64.00%) to the importance of Facebook reels in purchase decisions; the next majority 5(20.00%) noted that it is unimportant.
Findings in figure 8 indicate that most participants 12(48.00%) are of the view that the presence of other competitors on Facebook influences purchase decisions.
3.3 The ways (positive and negative) in which elements of Facebook affect consumers decision to make a purchase.
The findings in figure 9 show that customer reviews may influence confidence to purchase from Facebook 9(36.00%). There is equal distribution 8(32%) between participants who feel that customer reviews can affect or cannot affect their confidence to purchase from Facebook.
The findings in figure 10 showed that most of the participants 11(44.00%), their confidence is affected by the mode of payment. This is followed by 10(40.00%) of participants whose confidence may be affected by the mode of payment.
4.0 Discussion and Conclusion
Elements of Facebook that Affect Consumers Decision to make a purchase
Tesco was the most preferred store among 52.00% of the participants; the elements of Facebook that the participants considered important in decision making include, Facebook reels (64.00%), Facebook live (52.00%), other competitors (64.00%), and Facebook comment section (64.00%). Findings obtained by Vasiliu et al (2023) assert the importance of social media in driving interaction between businesses and their customers. In the study by Appel et al (2020) the elements of social media were important for improving level of engagement with customers, and overall marketing. Emmanuel et al (2022) describe the use of social media for business performance. Although, these studies were conducted in different locations, the evidences they provide are similar to the evidences obtained in this study.
The extent to which elements of Facebook affect consumers decision to make a purchase
The outcomes of the survey include neutral level of importance of Facebook comment section when making decisions to purchase a product. This contrasts with the findings from Al Hamli and Sobaih (2023) in which businesses used various digital resources for engaging with their customers. Nonetheless, the findings in this study also indicate that 36% of participants were influenced by Facebook comment section when making purchasing decisions. Findings also evidenced the neutral effect (64%) of Facebook reels on the decision making among participants. However, 48% of participants considered the presence of other competitors as important in their decision making. Bucko et al (2018) argued that several factors affect the purchasing behaviour of consumers; these includes their ability to trust or rely on the sources of information. This applies to the credibility of the influencers or brands on Facebook.
The ways (positive and negative) in which elements of Facebook affect consumers decision to make a purchase
Consumer confidence is affected by the reviews provided by other customers on Facebook (36%). Also, the mode of payment was a determinant of consumer confidence (44%). Going by Ajzen and Fishbein (1975) theory of planned behaviour, it is understandable that to achieve confidence, consumers must be positively influenced by the reviews provided on Facebook. Findings obtained by Ahmed et al (2018) also revealed factors that could influence decision making; these include, innovativeness, and shopping orientations can influence decision-making.
5.0 Conclusion
Various features of Facebook such as Facebook; live, reels, and comment section all have impact on decision making of consumers. Also, the presence of competitors on Facebook contributes to the decision making. However, there is variability pertaining to the extent of the effect of elements of Facebook on decision making. The study concludes that the decision making process of Tesco customers is influenced by Facebook; thus, Tesco can benefit from utilizing elements of Facebook in the decision-making process among its consumers.
Recommendation
Tesco should consider strengthening its adverts on Facebook. The adverts should take advantage of various resources provided by Facebook.
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Acknowledgements
We appreciate the contributions from Ukwuru Science Study Group.
Funding
Personal funding.
Author Information
Dr. Ukwuru, Edmund Ikpechi is a leading dynamic researcher in science and business.
Christopher Abu holds a bachelors in Business Administration from the London School of Economics.
Corresponding Author
Dr. Ukwuru, Edmund Ikpechi
Competing Interests
There are no competing interests for this study.
Rights
The publication is open for public use; credits must be provided by acknowledging the authors of the study.
Cite as
Abu, C. and Ukwuru, E.I. (2025). Social Media and its Impact on the Consumer Behaviour of UK customers Attending Tesco Stores; A Mini Research. Ukwuru Business, 25(1): 1-16.
Received: 24 November, 2024
Accepted: 22 December 2024
Published: 17 January, 2025
Keywords: Tesco, Social Media, Consumer Behaviour, Purchasing Decisions, Consumer Confidence
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