Social Media and Internet Marketing

This project analyzes the impact of social media on internet marketing strategies, using Marks and Spencer as a case study. It examines data from a questionnaire to understand how social media influences customer engagement, brand image, and profitability. The project concludes with recommendations for Marks and Spencer to further leverage social media for business growth.

Research Project (Part 2)
(Title: To analyse the importance of social media and its
influence on developing internet marketing. A case study on
Marks and Spencer.)

Table of Contents
CHAPTER 4: DATA ANALYSIS..................................................................................................1
CHAPTER 5: RECOMMENDATIONS AND CONCLUSION...................................................11
Conclusion.................................................................................................................................11
Recommendation.......................................................................................................................11
REFERENCES..............................................................................................................................13
.......................................................................................................................................................13

Title: To analyse the importance of social media in an organization and its influence on
developing internet marketing. A case study on Marks and Spencer.
CHAPTER 4: DATA ANALYSIS
QUESTIONNAIRE
Name:
Age:
Gender:
Address:
Contact number:
Q1) Does internet marketing help in increasing sales and profitability of Marks and
Spencer?
a) Yes
b) No
Q2) Which measures are adopted by Marks and Spencer to attain customers suitability
for long period of time?
a) Advance tools and technology
b) Discount offers
c) Internet marketing
d) Effective communication channels
Q3) What are the ways which use by Marks and Spencer to influence customers to attain
competitive edge?
a) Cost leadership
b) Differentiation
c) Defensive strategies
Q4) What kind of social media and internet applications used by Marks and Spencer to
invite larger number of customers?
a) Twitter
b) YouTube
c) Facebook
Q5 What are the importance of social media on influencing as well as developing internet
1

marketing?
a) Increase sales of the company
b) Create strong customers base
Q6) What kind of challenges are being faced by Marks and Spencer at the time of using
social media in business organization?
a) Time management
b) Insufficient fund
Q7) What is the impact of social media on improving overall performance of the company
at market place?
a) Promote brand image
b) Invite customers
c) Increase profitability
Q8) Is social media helpful in promoting company products and services at marketplace?
a) Yes
b) No
Q9) What are the main role of social media in Marks and Spencer?
a) Interact with customers
b) Develop internet marketing
Q10) Recommendation for Marks and Spencer to enhance their profitability level at
market place?
Theme 1: Internet marketing help in increasing sales and profitability of Marks and
Spencer.
Q1) Does internet marketing help in increasing sales and
profitability of Marks and Spencer?
Frequency
a) Yes 30
b) No 10
2

Interpretation: From the above mentioned graph, it can be concluded that internet marketing
play important role in improving overall sale and profitability level of Marks and Spencer. In this
context, 30 respondents are agree with this statement as they said that by using internet
marketing company can easily enhance their brand image.
Theme 2: Advance tools and technology adopted by Marks and Spencer to attain
customers suitability for long period of time.
Q2) Which measures are adopted by Marks and Spencer to
attain customers suitability for long period of time?
Frequency
a) Advance tools and technology 15
b) Discount offers 10
c) Internet marketing 10
d) Effective communication channels 5
3
30
10
a) Yes
b) No

Interpretation: As per given graph, it can be evaluated that various measures are adopted by
Marks and Spencer with the purpose of attaining customers loyalty for longer period of time. In
this context, 15 respondents said that advance tools and technologies such as integrating
marketing and many more through which firm can easily improve their customers base. 10
people said that providing discount offers also influence customers to buy company products. In
addition of this, 10 respondents said that internet marketing aid in making strong customers base.
Theme 3: Ways which used by Marks and Spencer to influence customers to attain
competitive edge.
Q3) What are the ways which are used by Marks and Spencer to
influence customers to attain competitive edge?
Frequency
a) Cost leadership 20
b) Differentiation 10
c) Defensive strategies 10
4
15
10
10
5
a) Advance tools and
technology
b) Discount offers
c) Internet marketing
d) Effective communication
channels

Interpretation: From the above mentioned graph it can be summarised that various ways are
used by Marks and Spencer to influence customers to attain competitive advantage form its
rivals. In this context, 20 people said that cost leadership is one of the effective way to gain
competitive advantage because company provide quality products to its customers at reasonable
cost. 10 respondents said that differentiation is also an effective factors in which Marks and
Spencer provide unique products which is totally different from another products of the
company. In addition of this, 10 customers are said that defensive strategy concern with the way
which may contribute in attaining competitive advantage from its rivals.
Theme 4: Social media and internet applications used by Marks and Spencer to invite
larger number of customers
Q4) What kind of social media and internet applications used by
Marks and Spencer to invite larger number of customers?
Frequency
a) Facebook 15
b) YouTube 15
c) Twitter 10
5
20
10
10
a) Cost leadership
b) Differentiation
c) Defensive strategies

Interpretation: From the above mentioned graph, it can be concluded that various social media
and internet application use by Marks and Spencer to invite number of customers towards its
products and services. In this 15 people are said that Facebook is appropriate for company to get
customers attention towards company products. 15 people are said that YouTube is also and
appropriate application through which company interact with customers and provide them
quality services.
Theme 5: Importance of social media on influencing as well as developing internet
marketing.
Q5 What are the importance of social media on influencing as
well as developing internet marketing?
Frequency
a) Increase sales of the company 25
b) Create strong customers base 15
6
15
15
10
a) Facebook
b) YouTube
c) Twitter

Interpretation: As per above given graph, it can be evaluated that social media is important for
influencing and developing internet marketing through which Marks and Spencer can easily
enhance their productivity level at market. In this, 25 respondents are said that by using social
media, Marks and Spencer easily increase overall sales. Along with 15 people are said that it also
help in creating strong customers base within the company.
Theme 6: Challenges are face by Marks and Spencer at the time of using social media in
business organization.
Q6) What kind of challenges are being faced by Marks and
Spencer at the time of using social media in business
organization?
Frequency
a) Time management 20
b) Insufficient fund 20
7
25
15
a) Increase sales of the
company
b) Create strong customers
base

Interpretation: From the above mentioned graph, it can be concluded that various challenges
face by Marks and Spencer at the time of implementing social media. As 20 respondents are said
that time management is main issues which face by the company. This will reduce the
effectiveness of the social media in business organization. 20 people are said that insufficient
fund is also a challenge for company thus company needs to manager adequate finds for
implementing social media.
Theme 7: Impact of social media on improving overall performance of the company at
market place.
Q7) What is the impact of social media on improving overall
performance of the company at market place?
Frequency
a) Promote brand image 20
b) Invite customers 10
c) Increase profitability 10
8
20 20 a) Time management
b) Insufficient fund

Interpretation: From the above mentioned graph, it can be summarised that social media
positively impact on Marks and Spencer as it help in improving overall performance of the
company in front of customers. In this 20 respondents are said that social media promote brand
image of the company with the purpose of attaining competitive advantage. Along with this, 10
people are said that by using social media, company can easily interact with customers. 10
people are said that it help in increasing profitability level of the company.
Theme 8: Social media help in promoting company products and services at marketplace.
Q8) Is social media help in promoting company products and
services at marketplace?
Frequency
a) Yes 30
b) No 10
9
20
10
10
a) Promote brand image
b) Invite customers
c) Increase profitability

Interpretation: As per above given graph, it can be summarised that social media contribute in
promoting Marks and Spencer products and services in market place through which number of
customers are attracted. In this, 30 respondents are agree with this statement and also said that it
help in improving positive brand image.
Theme 9: Main role of social media in Marks and Spencer.
Q9) What are the main role of social media in Marks and
Spencer?
Frequency
a) Interact with customers 25
b) Develop internet marketing 15
10
30
10
a) Yes
b) No

Interpretation: From the above mentioned graph, it can be concluded that social media play
important role in business organization to increase their brand image. In this 25 people are said
that social media help Marks and Spencer to interact with customers in which they easily provide
them relevant information about company products and services. In addition of this, 15
respondents are said that social media develop internet marketing through which company easily
serve quality products to larger number of customers.
CHAPTER 5: RECOMMENDATIONS AND CONCLUSION
Conclusion
From the above mentioned report, it can be concluded that social media is one of the
important aspect through which company can easily interact with their customers and also
influence them to buy company products and services. With the help of this company attain high
level of profitability at market place. In addition of this, Marks and Spencer also implement
social media to develop internet marketing and invite larger number of customers. This will help
in building positive brand image.
Recommendation
As per given report, it has been recommended that company needs to use various social
media tool to invite customers towards its products and services. This will contribute in
improving positive brand image at market place. In addition of this, for attaining success
11
25
15
a) Interact with customers
b) Develop internet marketing

company should take feedback from customers and their staff members as well to improve their
product quality. Every individual use social media as it is consider as an important opportunity
for Marks and Spencer to communicate with them and at the same time also influence to
consume company products. With the help of this, company easily capture customers attention
and increase profitability level of the company at market place.
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REFERENCES
Books and Journals
Hajli, M. N., 2014. A study of the impact of social media on consumers. International Journal of
Market Research. 56(3). pp.387-404.
Scott, J., 2017. Social network analysis. Sage.
Scott, D. M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
John Wiley & Sons.
Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on consumer
perceptions of brands. Journal of Marketing Communications. 22(2). pp.189-214.
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