Social Media Advertising Impact

This project explores the impact of social media advertising on the marketing functions of Marks and Spencer, a leading UK retailer. It examines the implications of digital technology on business activities, analyzes the use of social media advertising by Marks and Spencer, and explores the advantages and disadvantages of this marketing strategy. The project utilizes a qualitative research approach and includes primary data collected through interviews with employees of Marks and Spencer.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
AIMS AND OBJECTIVES.............................................................................................................1
LITERATURE REVIEW................................................................................................................2
Terminology of Digital technology and its implication on business activities...........................2
Uses of Social Media Advertising...............................................................................................3
Benefits and limitation of social media advertising....................................................................3
RESEARCH METHODOLOGY....................................................................................................4
TIME SCALE..................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Research Tittle
“To explore the impact of social media advertising on marketing functions of an organisation: a
case study on Marks and Spencer”
Digital technology has created boom in the business world by enabling various growth
opportunities such as easy marketing and promotion, access to online buying and selling,
maintenance of record etc. It is the advancement with came up with various tool which has
reduced manual workload in million of organisation (Bilgihan and Bujisic, 2015). Like the Bio
metric system has assisted organisation in making digital record of employee’s attendance. This
has made easy process of Human resource department for managing salary function. However,
the advancement of cloud computing has assisted enterprises in managing digital record of
necessary business information which has reduced the chance of losing data and missing
information (O'Keeffe and Clarke-Pearson, 2011).
However, the study is focused on analysing impact of social media advertising in
marketing function of Marks and Spencer, which one of the leading enterprise in UK. With the
emergence of E commerce the company has started offering its products and services online
which helped the organisation in developing loyal customer base worldwide (Lai, 2011). Thus,
the study will outline implication of social media advertising on marketing services of retailer, as
it is the common tool of digital advancement which has revolutionised promotional services of
several entities (Meskendahl, 2010).
AIMS AND OBJECTIVES
Aim
“To explore the impact of social media advertising on marketing functions of an organisation: a
case study on Marks and Spencer”
Objectives
 To explore the implication of digital technology on business activities.
 To analyse the use of social media advertising on Marks and Spencer. To ascertain the advantages and disadvantages of social media advertising.
Question
 Explain the implication of digital technology on business activities?
 Explain the use of social media advertising in business activities of Marks and Spencer?
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 What are the advantages and disadvantages of social media advertising?
Rationale of Study
The motive behind conducting this study is to ascertain risk involved with digital
marketing. Further, the research is for academic purpose which will helps on boosting
knowledge about various tools of social media commercials. In addition it will assist in
determining benefits and limitation of online marketing which can be obstacle for marketing
function of retail enterprise.
LITERATURE REVIEW
Terminology of Digital technology and its implication on business activities
According to Wang, Law and Fong, 2015, digital advancement has succeeded at very
past pace and now has become necessity of modern Era. The tools of technological advancement
have made easy management of every function in education institution, travel and tourism, retail
business, hospitals etc. However it has been analysed that there are numerous technological tools
which has created access to worldwide communication. For example online booking system has
made easy for the customer in comparing and contrasting prices and booking services according
to their convince 24*7 whereas use of Smartphone, emails, social media platform has established
easy mode of communication. Similarly, Oldham and Da Silva, 2015, has stated about strategic
alliance of competitors which has been successful with the digital connection between rivalry
firm. Apparently, there are numerous of Digital technology which has made easy recording and
management of essential information. Cloud Computing is digital recording of data in which the
firm maintain record of all the consumer data which helps in reducing risk of missing
information. The scholar also discussed about the use of social media advertising, with the help
of which the marketing department of organisation is able to freely advertise about their products
at global level. In this the focus of team is to analyse most trafficked social media platform.
Apart from this, the risk is related to consumer response on commercial. Thus, as per the
discussion it can be sated that digital technology has revolutionised the activities of business
world by making easy managing of all the functions. Emergence of digital tools has made easy
management of business activities but on other had it has established transparency between
organisation and customer which can impact value of companies products and services.
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Uses of Social Media Advertising
As per the views of O'Keeffe and Clarke-Pearson, 2011, it has been analysed that social
media advertising has merged as creative tool for marketing department of firm. It has reduced
the pressure of marketing and promotion plan. Further, it has been discovered that it is used in
enterprise to target buyers according to specification of products. In addition it is considered as
most viable tool and advancement because it allows firm to connect with worldwide buyers. For
instance, Marks and Spencer, a leading fashion retailer of UK, implements use of social media
advertising for launching commercials which are related to its exclusive range of products. In
accordance, the author stated that it is the tool which helps the organisation in boosting sales as it
consumer centric approach and easy to reach. Apart from this, Li, Pen and Law, 2017, has stated
that internet marketing is the source of emergence of e commerce because increasing online
marketing has developed the need of offering products and services online. There are numerous
online shoppers who get influence with social media advertising. It helps in increasing sale
because when the organisation launches online advertisement on social platform such as face
book and Instagram, then every commercial his designed in way which create easy access to
consumers over website of company where the buyers are able to access different products.
Thus, it can be said that the commercial on social media platform are the biggest influencer
which helps the enterprise in increasing consumer base, spreading awareness and booting sales.
Benefits and limitation of social media advertising
As per the views of Drnevich and Croson, 2013, digital advancement came up with own
pros and cons like the use of social media adverting is effective for organisation to target
worldwide consumers and is also effective in boosting sales. Further, the scholar discussed about
brand visibility which is common source of online marketing. Social media platform are the most
trafficked channels of internet and therefore its offers most convenient way to firm to reaching
buyers according to their needs and wants. Online marketing has made strategic alliance simpler
which reduced the impact of globalisation. However, Bharadwaj, El Sawy and Venkatraman,
2013, has argued that internet marketing is the advancement which increases negative feedback
of firm and also establishes transparency in marketing activities organisation which increases
competition. Increasing online marketing has led to substitution because there are millions of
Internet Company who have just stole the idea of several leading companies. Further, marketing
on social media platform, leaves behind numerous people who do not access social media. Thus,
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it can be said that emergence of digital advancement has made human lazy which lacks efforts
and own creativity. Thus, from the discussion it has been identified that benefits and limitation of
social media advertising are related to consumer response towards commercials, therefore it is
important for the companies to launch appropriate advertisements in accordance to taste and
preferences of online shoppers.
RESEARCH METHODOLOGY
Research Philosophy
Philosophy in research is implemented by scholar to develop in depth understanding over the
research title which is to analyse impact of social media advertising on marketing function of
leading retailer of UK, Marks and Spencer. There are two types of research philosophy that is
positivism and interpretivism. Positivism research philosophy helps the individual in developing
knowledge over topic which can be logical argued in order to outline finds whereas
interpretivism helps the researcher in learning about topic which are of human interest. Thus, in
this investigation over impact of social media marketing the individual will implement the use of
interpretivism research philosophy. The knowledge will be developed with the help of observing
collected and analysed information.
Research approach
Approach of research helps the scholar in generalising and specifying research
information in comparison to aims and objectives of study. It is the methodological toll which
helps in deriving effectiveness of information on the basis of tittle. There are two types of
approaches to study that are inductive and deductive where deductive approach helps in
impending use of theories and models to derive findings from collected information. Further,
there is inductive approach where researcher focuses on logical and analytical reasoning of
information (Geerts, 2011). Hence, in this study the individual implanted use of inductive
approach where reasoning will be done on collected information.
Sampling
Sampling is the most critical part of study where the researcher aims at choosing sources which
are viable and can be helpful in data collection. It is the process where the researcher aims at
choosing small population from large group. However, there are various types of sampling
method that is random, probable, non probable, cluster, stratified etc. Every method offers
different types of technique to choose sample for particular research (Geerts, 2011). Apparently,
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in this study the researcher will implement the use of random sampling method as it reduces the
chance of getting biased results and findings. Thus, sample of this study will be 20 employees of
Marks and Spencer who will assist in determining impact of social media advertising on
marketing activities of retail business.
Data collection
Data Collection is the essential part of research project where scholar aims at collecting
information on determined research topic. There are two types of data collection method that is
primary and secondary where primary data is based on currents findings and is collected through
interview, focus group, survey, questionnaire etc. However, secondary data is based on past facts
and finds and is gathered through online articles, books, journals, governmental publication,
newspaper, magazines etc. Hence, in this study the scholar will implement the use of both the
methods where the literature review will be based on secondary sources that are books, journals,
articles and primary information will be collected via interview of 20 sampled respondents.
Data Analysis
Data analysis is the base of entire study where the collected information is analysed in order to
outline findings to draw conclusion. There are two types of analysis method that is qualitative
and quantitative where qualitative analysis is based on descriptive form which is based on
observation on gathered information (Gale, Heath and Redwood, 2013). On the other hand,
quantitative analysis is mathematical interpretation of collected information; it is quantified and
measurable in terms. Thus, in this research the scholar will implement the use of qualitative
analysis where the scholar will evaluate results of interview with the help of observation. Thus
the final findings will be outlined with the help of thematic analysis.
Ethical considerations
Ethical Consideration plays an crucial role in study as it helps the scholar in considering
important factors which helps the researcher in making research reliable and viable. Ethics in
study are related feelings, emotions, beliefs and values of respondents at time of data collection,
where researcher will ensure that no participant will be forced to share personal information of
company (Vujaklija, Hren and Marušić, 2010). Further, to make study more ethical the scholar
will include reliable references in study which related to research topic. Thus, to make data
viable the investigator will cite and in text all the quoted sentence by author which will make
study effective and efficient for academic purpose.
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Research Limitation
Research limitation is the part of study which helps the individual in deriving obstacle which can
hinder investigation process. However, in this study the foremost limitation will be time
constraints. Apart from this it is responsibility of scholar to ensure that no employee of Marks
and Spencer will be force to share personal information about companies marketing tactics.
TIME SCALE
Activity Ma
y
Ju
ne
Ju
ly
A
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g
us
t
S
ep
te
m
be
r
O
ct
ob
er
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o
ve
m
be
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D
ec
e
m
be
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Ja
nu
ar
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F
e
br
u
ar
y
M
ar
ch
A
pr
il
M
ay
Ju
ne
Ju
ly
A
ug
us
t
Identifying
research
objectives
and
questions
Reading
literature
review
Presenting
research
proposal
Meeting
supervisor
Drafting
Research
Proposal
Drafting
Introduction
Drafting
Literature
review
Drafting
methodolog
y
Determining
questions
for
interview
Seeking and
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contacting
Interviewees
Setting
Interview
Evaluation
and
alteration of
interview
questions
Conducting
Interview
Printing of
interview
transcripts
Analysing
Primary
data
Draft
Findings
Drafting
Conclusion
Drafting
Limitation
Drafting
recommend
ation
Drafting
Executive
summary
Extracting
Appendices
Printing and
binding all
data
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REFERENCES
Books and Journals
Bharadwaj, A., El Sawy, O. and Venkatraman, N., 2013. Digital business strategy: toward a next
generation of insights.
Bilgihan, A. and Bujisic, M., 2015. The effect of website features in online relationship
marketing: A case of online hotel booking. Electronic Commerce Research and
Applications. 14(4). pp.222-232.
Drnevich, P.L. and Croson, D.C., 2013. Information technology and business-level strategy:
Toward an integrated theoretical perspective. Mis Quarterly. 37(2).
Gale, N. K., Heath, G. and Redwood, S., 2013. Using the framework method for the analysis of
qualitative data in multi-disciplinary health research. BMC medical research
methodology. 13(1). pp.117.
Geerts, G. L., 2011. A design science research methodology and its application to accounting
information systems research. International Journal of Accounting Information Systems.
12(2). pp.142-151.
Lai, K.W., 2011. Digital technology and the culture of teaching and learning in higher education.
Australasian Journal of Educational Technology. 27(8).
Li, L., Peng, M. and Law, R., 2017. An empirical study on the influence of economy hotel
website quality on online booking intentions. International Journal of Hospitality
Management. 63. pp.1-10.
Meskendahl, S., 2010. The influence of business strategy on project portfolio management and
its success—a conceptual framework. International Journal of Project Management.
28(8). pp.807-817.
Miller, T., Birch, M. and Jessop, J. eds., 2012. Ethics in qualitative research. Sage.
O'Keeffe, G.S. and Clarke-Pearson, K., 2011. The impact of social media on children,
adolescents, and families. Pediatrics. 127(4). pp.800-804.
Oldham, G.R. and Da Silva, N., 2015. The impact of digital technology on the generation and
implementation of creative ideas in the workplace. Computers in Human Behavior. 42.
pp.5-11.
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Vujaklija, A., Hren, D. and Marušić, M., 2010. Can teaching research methodology influence
students' attitude toward science? Cohort study and nonrandomized trial in a single
medical school. Journal of Investigative Medicine. 58(2). pp.282-286.
Wang, L., Law, R. and Fong, D.K.C., 2015. Impact of hotel website quality on online booking
intentions: eTrust as a mediator. International Journal of Hospitality Management. 47.
pp.108-115.
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