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BUS707 Applied Business Research Assignment

   

Added on  2019-11-12

17 Pages3419 Words151 Views
Running Head: APPLIED BUSINESS RESEARCHCRITICALLY ANALYSING THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER LOYALTY: A CASE STUDY OF WALMART
BUS707 Applied Business Research Assignment_1
APPLIED BUSINESS RESEARCHAbstractThe main aim of this research is to critically analyze the impact of social media marketing on theconsumer loyalty. This report evaluates the social media marketing issues in the Australian retail industry and Walmart Company. It also analyses the research issue by using the different chapter. In the first chapter, it describes the introduction of the research topic and also defines theresearch aims and objectives. Moreover, it determines the literature review regarding research issue via gathering information through a journal article, online and offline sources, authentic websites and textbook. In the next chapter, it defines the research design that would be used by research to meet the research objectives. In the last, it defines the data analysis method that will be used to present the information in a comprehensive manner.
BUS707 Applied Business Research Assignment_2
APPLIED BUSINESS RESEARCHTable of ContentsAbstract.......................................................................................................................................................2Introduction.................................................................................................................................................4The research problem..............................................................................................................................4Hypothesis...............................................................................................................................................5Background.............................................................................................................................................6Historical.................................................................................................................................................6Aims and Objectives of the research.......................................................................................................6Literature review.........................................................................................................................................7Introduction.............................................................................................................................................7Conceptual framework............................................................................................................................7Concept of social media marketing..........................................................................................................7Theoretical...............................................................................................................................................8Business procedures and social engagement............................................................................................8Association between social media marketing and brand loyalty..............................................................9Current issues in the system regarding the use of social media practices..............................................10Theories based on social media marketing............................................................................................11Research methodology..............................................................................................................................13Research design.....................................................................................................................................13Data Collection Method.........................................................................................................................13Sampling...............................................................................................................................................14Data analysis..........................................................................................................................................14Ethical consideration.............................................................................................................................14References.................................................................................................................................................15Table of figuresYFigure 1: Online sales growth dwarf in retail industry....................................................................5Figure 2: Conceptual Framework....................................................................................................6Figure 3: Walmart business model..................................................................................................8Figure 4: Consumer decision journey..............................................................................................9Figure 5: Issues in social media marketing techniques...................................................................9Figure 6: AIDA model of social media marketing........................................................................11Figure 7: Social exchange theory..................................................................................................11
BUS707 Applied Business Research Assignment_3
APPLIED BUSINESS RESEARCHIntroductionIn the recent business scenario, social media marketing is used by different businesses because it is beneficial to deal with the global market. Social media platforms enable the different corporation to channelize their way with respect to customers and act as a perfect way to create adistinct image in the customer’s mind towards their products and services. It can be evaluated that awareness of the brand is a centralized process for creating the loyalty among customer. Although, social media marketing is beneficial for each corporation to increase their brand popularity with less time and efforts yet there are different challenges faced by the company to create uniqueness as well as create a trend which is to be omnipresent with advantages (Babin and Zikmund, 2015). Along with this, word of mouth can be beneficial and disadvantageous for the organization because it plays a vital role to encourage and discourage the purchasing decisionof people. This research proposal emphasizes on the impact of social media on the customer’s loyalty. For this research, an admired retail company named Wal-Mart is selected in order to assess its social media marketing approaches and their primary flows. The research problemSocial media marketing approaches require appropriate use of content, slang, and ellipsis to persuade the high amount of customers towards the brand. It is identified that those companies use social media practices can get benefits however this strategy is high receptive because one small word can change the people’s thought. Walmart faces certain challenges with respect to making content in social media. It is analyzed that this company made a large number of fault byencouraging its brand awareness from the year of 2014-16 such as using controversial way. For instance, this corporation had encouraged its strength products and services on the social media
BUS707 Applied Business Research Assignment_4

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