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BUNGA BUNGA COVENT GARDEN Investigating the Impact of Social Media Marketing on the success of the organizational success. A case study of Bunga Bunga Covent Garden MBM Dissertation
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1BUNGA BUNGA COVENT GARDEN Investigating the Impact of Social Media Marketing on the success of the organizational success. A case study of Bunga Bunga Covent Garden Supervisor Name:Dr. Akinseye Olatokunbo Aluko Master of Business Management By Paulo Alexandre Cosme Vieira Word Count: 17418 (Excl. Appendices, Tables, Graphs) Registration No: 189084585 Academic Year (2018-2019) University of Sunderland London Campus Copyright University of Sunderland London Campus, No part of this publication may be reproduced without the prior written permission of the copy right owner
2BUNGA BUNGA COVENT GARDEN Abstract The competition amongst the hospitality industry can be stated to be very competitive in nature and it is in relation to this that the different companies which are present within this industry would be required to ensure that they are successfully able to undertake a set of initiatives which would thereby assist it in gaining a larger competitive positioning. Additionally, the initiatives which have been taken by the different firms around the globe all come down to a single aspect- the social media marketing. Therefore, the main aim of the study is to find the impact of the social media marketing on the organizational success of the Bunga Bunga Covent Garden. The firm is a unit of the Inception Group and with respect to this, although the firm offers a considerable quality of services, it is important to note that, its services are not that popular. Hence, it is assumed that the social media marketing can be used by the firm to attain success. Therefore, the aim of the study is to underline the manner in which the social media can be used by the various businesses in order to ensure organizational success. The first chapter has laid down the background of the research which is then followed by the Review of Literature. This is followed by the Research Methodology and the data results chapter. The fifth chapter discusses the outcomes of the study and this is then followed by the manner in whichcertainrecommendationscanbeadoptedbyBungaBungatoimproveits situation. Thehypothesisrelatingthesocialmediamarketingandsuccess of the organizations was accepted.
3BUNGA BUNGA COVENT GARDEN APPENDIX 7 - DISSERTATION (PGBM140) DECLARATION Statement of Originality and Authenticity I confirm that the dissertation I am submitting is an original and authentic piece of work written by myself that satisfies the University rules and regulations with respect to PlagiarismandCollusion.IfurtherconfirmthatIhavefullyreferencedand acknowledged all material incorporated as secondary resources in accordance with the Harvard system. I also certify that I have taken a copy of the dissertation, which I will retain until after the Board of Examiners has published the results, and which I will make available on request in pursuance of any appropriate aspect of the marking and moderation of the work within the University Regulations. Name: Paulo Alexandre Cosme Vieira Registration Number: 189084585 Program: MBM Study Centre: University of Sunderland London Campus Date: 14/10/2019 Please note that Dissertations will not be assessed without the inclusion of this declaration by the student Please note that Dissertations may not be assessed without the inclusion of electronic copies which may be submitted through the ‘turnitin’ software to check for authenticity
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4BUNGA BUNGA COVENT GARDEN Acknowledgement I am using this opportunity to express my gratitude to everyone who supported me throughout the course of this MBM project. I am thankful for their aspiring guidance, invaluably constructivecriticism andfriendly adviceduringthe projectwork. I am sincerely grateful to them for sharing their truthful and illuminating views on a number of issues related to the project. I express my warm thanks to Dr. Akinseye Olatokunbo Alukomy supervisor for his support and guidance. I would also like to thank to my family and friends for all support and trust in my capacity. To Jonathan Napier, Operations at support office for his help to collecting data from the Inception Group company and all the people who provided me with the facilities being required and conductive conditions for my MBM project. Thank you, Author: Paulo Vieira
5BUNGA BUNGA COVENT GARDEN List of Figures and Tables Table 1.............................................................................................................................38 Figure 1............................................................................................................................39 Table 2.............................................................................................................................39 Figure 2............................................................................................................................40 Table 3.............................................................................................................................40 Figure 3............................................................................................................................41 Table 4.............................................................................................................................41 Figure 4............................................................................................................................42 Table 5.............................................................................................................................42 Figure 5............................................................................................................................43 Table 6.............................................................................................................................44 Figure 6............................................................................................................................44 Table 7.............................................................................................................................46 Table 8.............................................................................................................................47 Table 9.............................................................................................................................48 Table 10...........................................................................................................................49 Table 11...........................................................................................................................49 MBA Dissertation.............................................................................................................83
6BUNGA BUNGA COVENT GARDEN List of Abbreviations No abbreviations have been made use of
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7BUNGA BUNGA COVENT GARDEN Table of Contents Chapter 1: Introduction....................................................................................................11 1.1 Overview................................................................................................................11 1.2 Problem Statement................................................................................................12 1.3 Research aim.........................................................................................................13 1.4 Research Objectives..............................................................................................13 1.5 Research Questions..............................................................................................13 1.6 Research Hypothesis.............................................................................................14 1.7 Research Rationale...............................................................................................14 1.8 Structure of the Paper............................................................................................16 Chapter 2: Literature Review...........................................................................................17 2.1 Overview................................................................................................................17 2.2 Social media marketing..........................................................................................17 2.3 Strategies for engaging social media as a marketing tool.....................................18 2.4 Factors affecting social media use in a business organization.............................19 2.5 Benefits of social media in an organization`s success..........................................21 2.6 Organisational Success.........................................................................................23 2.7 Strategies to optimize organizational success.......................................................23 2.8 Factors affecting organizational success...............................................................25 2.9 The role of social media in organization success..................................................29 The conceptual/theoretical framework.........................................................................30 2.10 Summary..............................................................................................................31 Chapter 3: Research Methodology..................................................................................33 3.0 Overview................................................................................................................33
8BUNGA BUNGA COVENT GARDEN 3.1 Research Outline...................................................................................................33 3.2 Research Philosophy.............................................................................................34 Justification of the research philosophy chosen..........................................................34 3.3 Research approach................................................................................................34 Justification of the research approach chosen............................................................34 3.4 Research design....................................................................................................35 Justification for the research design chosen................................................................35 3.5 Research Strategy.................................................................................................35 Justification for the research Strategy chosen.............................................................36 3.6 Sampling technique...............................................................................................36 Justification for the Sampling technique chosen.........................................................36 3.7 Data collection........................................................................................................36 Justification for the Data collection method chosen....................................................37 3.8 Data analysis..........................................................................................................37 Justification for the Data analysis method chosen......................................................37 3.9 Ethical considerations............................................................................................38 3.10 Accessibility issues..............................................................................................38 3.11 Summary..............................................................................................................38 Chapter 4: Data presentation and Results......................................................................39 4.1 Overview................................................................................................................39 4.2 Descriptive Statistics..............................................................................................39 Table 1......................................................................................................................39 Figure 1.....................................................................................................................40 Table 2......................................................................................................................40 Figure 2.....................................................................................................................41
10BUNGA BUNGA COVENT GARDEN 6.4 Recommendations.................................................................................................64 6.5 Future recommendations.......................................................................................66 Chapter 7: Personal Development..................................................................................67 References.......................................................................................................................68 Appendix..........................................................................................................................73 Questionnaire...............................................................................................................73 Proposal...........................................................................................................................75 MBA Dissertation......................................................................................................85
11BUNGA BUNGA COVENT GARDEN Chapter 1: Introduction 1.1 Overview The social media marketing can be essentially understood to form a relevant part of the organization and it is in relation to this, that it becomes essentially crucial for the firm to adopt the social media marketing tools as well as the techniques available as this would make it easier for the business to market its products and services (Ashley and Tuten 2015). The social media has not only become crucial in the eyes of the different young target market customers but amongst all age groups and social classes as well due to the overall ease of use and the popularity of the tools and the social media websites as present. In relation to this, the different businesses whether they are the service providers or the product manufacturers will be required to ensure that they publicize their offerings in the market and in addition to this, they are also able to see to it that, they are able to increase their overall revenue in relation to this. In this domain, the benefits of the social media marketing for the business can be understoodtobe very highandnotonly does it haveanimpact ontheoverall profitability of the business in the long run, but also helps in increasing the overall brand recognition of the firm, improved customer rates of conversion and improved brand authority as well as the overall effectiveness of the building as well as related costs of marketing (Chang Yu and Lu 2015). As the social media marketing can be understood to be a low cost advertising method, it can be essentially adopted by the firm which can thereby have an overall impact on the operational efficiency of the firm as well. The given study is based on the Inception Group which can be understood to be a fun and creative group which was found in the year 2009 by the entrepreneurs Charlie Gilkes and Duncan Stirling. The firm operates with the unique set of restaurants, bars, club concepts in the South West and the Central London. The Bunga Bunga can be understood to be an Italian option whereby the different customers will be able to enjoy a different experience which comprises of entertainment as well as the drinking and eating options under the same roof (Dwivedi, Kapoor and Chen 2015). The business as prescribed earlier shall be the primary focus of the project which was initiated in the
12BUNGA BUNGA COVENT GARDEN year 2016 and from that time onwards the business has been able to expand its operations in Bunga Bunga as well.The main influence and the business idea can be stated to have been inspired from the backstreet neighborhood Italian Bar as well as Pizzeria. The Bunga Bunga provides the different customers with a delicious range of Pizzas, homemade pastries as well as other regional dishes.The implementation of the study will be an assistance to the firm as it will go a long way in assisting the organization to not only improve the overall operations of the business but at the same time to understand the importance of marketing as a concept and its long term benefits on the overall objectives of the organization (Inceptiongroup.com 2019). The social media marketing will assist in ensuring that, the firm is able to make its products popular in the market and at the same time, ensure that the firm is being able to find long term success. Moreover, through this project Bunga Bunga will also be able to understand the impact of social media marketing on customer attraction and in a manner similar to this, it will be able to apply the appropriate strategies in the long run. Therefore, the primary aim of the report can be understood to be to examine the overall role which the social media marketing has to play in the success of the business, theBungaBungaCoventGarden.Inrelationtothis,theprojectshallassistin determining whether the garden through social media will be able to attain all its objectives or not (Bungabunga.com 2019). Moreover, the business shall also benefit from the recommendations which will be presented at the end of the research paper. The project aims to throw light on the current performance of the organization and also outline the various mediums and techniques of the social media which can be adopted by the business and how through this procedure the operations of the firm can be improved accordingly. 1.2 Problem Statement The Bunga BungaCovent Garden canbeunderstood tobea relevantly new business which provides complete entertainment and good to the different customers under one roof. The business has taken inspiration from Pizzeria which provides similar services. Therefore, in order to make the business increasingly popular, it is important
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13BUNGA BUNGA COVENT GARDEN that the firm is able to adopt the means of the latest trends in the social media marketing, it is crucial to undertake an analysis of the manner in which the business will be able to ensure long term success through the overall measures. Hence, the study will be outlined at finding the impact of the social media and related operations on success of the Bunga Bunga Covent Garden and it is in relation to this that the study will understands the factors related to the overall operational as well as financial success at the workplace and link to this to the factors affecting the adoption of the social media tools in the Bunga Bunga business. In line with this, the firm will be able to perform well. 1.3 Research aim The primary aim of the research is to find the role of social media marketing on the success of the Bunga Bunga Covent Garden. 1.4 Research Objectives The research objectives which have been defined for the paper can be understood to be as follows: 1. To understand the role of social media and understand the manner in which it will have an impact on the performance of Bunga Bunga Covent Garden. 2. To analyze the role of social media in a business and examine how it shall impact the overall performance of the firm 3. To find the relationship between the social media marketing and the performance of the firm. 4. To provide recommendations based on the manner in which the business will be able to improve its overall operations. 1.5 Research Questions Having established the different Research objectives, the Research questions which have been designed for the purpose of the project can be understood to be as follows:
14BUNGA BUNGA COVENT GARDEN 1. What is role of social media and how it will have an impact on the performance of Bunga Bunga Covent Garden? 2. What is the role of social media in a business and examine how it shall impact the overall performance of the firm 3. What is the relationship between the social media marketing and the performance of the firm? 4. What recommendations can be provided based on the manner in which the business will be able to improve its overall operations. 1.6 Research Hypothesis The research hypothesis can be understood to be a clear forecast and testable position which has been made about a possible outcome of a scientific research. This can be understood to be based on the presumed differences between the different groups as present. The hypothesis which has been formed for the particular study can be stated to be as follows: Independent Variable: Social Media Marketing Dependent variable:Operations and efficiency of Bunga Bunga Covent Garden Hypothesis Alternate Hypothesis (H1): The social media marketing has an integral role to play in the success of the Bunga Bunga Covent Garden Null Hypothesis (H0): The social media marketing does not have an integral role to play in the success of the Bunga Bunga Covent Garden. Through the analysis in the later sections of the study, the hypothesis shall be rejected or accepted which shall predict the outcome of the study. 1.7 Research Rationale The Bunga Bunga business can be understood to be a relatively new concept and hands it requires all the attention from the different customer to ensure that it will be
15BUNGA BUNGA COVENT GARDEN able to become as popular as its competitors. In addition to the valid offering which will be provided by the business with different customers it is necessary that marketing is alsoadoptedasamediumtolurethedifferentcustomerstowardsitsservices. According toFelix, Rauschnabel and Hinsch (2017),Marketing can be understood to be a procedure which the value offering can be communicated to the customers. The social media can be understood to be a channel which helps in building brands and increasing the overall visibility of the business organisation. However the function of social media marketing is not limited to this and also extends to along the business do build brand because of the interest in the service of the product which customer gets attracted do hens the studies focus to the understanding the role of social media marketing in the operations of Bunga Bunga gardens and also help in understanding how the business can make use of social media marketing in order to build its base, increase revenue and perform well in the long run. As mentioned earlier the Bunga Bunga Covent Garden are relatively popular in the area but by having a separate social site and a page on the social media websites will increase the channel the business has access to and allow it to share as well syndicate the content aims to show to the different customers. Additionally, the benefit of social media marketing cannot be limited to only building the brand of the organization but on the other hand is extremely cost effective. Any business can build an empire with free profile on the social media and even pay a least amount of money to run a post so that itcanbevisibleintheeyesofthedifferentcustomers.Moreover,thecustomer engagement can also be understood to be a popular part of the firm’s agenda and the social media can be taken to be a communication tool as well (Godey et al. 2016). There ARE various customers who review the operations of the firm online before they intend to take a service or product and hence if the organisations a popular on social media they can interact with the different customers easily. Lastly, the social media will help the firm in becoming popular and also combating against the competition that lies in its way. It is the aims of the paper to underline the way in which Bunga Bunga Convent garden will be able to make social media marketing as effective tool through which it will be able to gain competitiveness enable advantage in the global business environment.
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16BUNGA BUNGA COVENT GARDEN 1.8 Structure of the Paper The structure which would be followed by the paper can be understood to be as follows: Chapter 1: The first chapter will be the Introduction of the paper and it will highlight the background of study and note down the main research objectives as well as questions which the paper aims to answer. It will also provide the background and importance of social media marketing as a tool. Chapter 2: The second chapter will be the literature review chapter. In this chapter the various benefits, uses and the factors affecting the use of social media marketing in business will be highlighted and the conceptual framework will be formed which will assist in helping the researcher to research from various business journals and reviews and achieve the aim of the study. Chapter 3: The third chapter will be the research methodology chapter where the different research techniques which have been used for the paper are will be highlightedandjustificationforeachofthemethodwillbeprovidedwith reference. Chapter 4: The fourth chapter is the Findings and Analysis chapter whereby the data collected shall be analysed by making use of various statistical tools and frameworks. The hypothesis will also be tested in the chapter. Chapter 5: The last chapter is the Conclusions and Recommendations chapter whereby the findings will be summarised and recommendations to be followed by Bunga Bunga will be provided.
17BUNGA BUNGA COVENT GARDEN Chapter 2: Literature Review 2.1 Overview The literature review forms an integral part of the research study as it helps in analyzing the available theoretical frameworks and data on similar topic as undertaken by other researchers (Ashley and Tuten2015). As social media marketing can be a critical topic, various literature reviews have been done on it. Hence the purpose of this chapter is to underline the literature as undertaken by other researchers and to identify the Gap which exists in the literature. Moreover, the concept of organization success will also be examined and the factors affecting organization success will be underlined. 2.2 Social media marketing The social media marketing can be understood to be the usage of various mediums and portals by different businesses in order to promote their services online. Although the age of digital marketing in the field of marketing is popular, social media marketing as on overall concept is still very popular amongst the various practioners and researchers (Chang, Yu and Lu 2015). Any business which wants to attain success usually makes use of the social media platforms in order to spread the business. These mediumsnotonlyhelptheminspreadingawarenessbutalsohelpthemin understanding the impact of the campaigns on the target market. According to Chang, Yu and Lu (2015), the various organizations which are generally conducting business in the competitive environment tend to make use of the social media as a tool which helps them to attract a good client base and also helps them to understand the effect of the marketing activities on the overall customer base. According to Dwivedi, Kapoor and Chen (2015), The various domains where social media is useful relates to the use of social media marketing in communicating the overall marketing plan of the firm to the audience and to communicate the overall vision of the organization with respect to the culture of the firm. When any organization makes use of the social media marketing thenitgivesaccesstotheinternalusersbalancethecustomerstogetcertain information about the company. In the following sections the different strategies which are used to engage social media as a marketing tool will be discussed. In addition to
18BUNGA BUNGA COVENT GARDEN this the factors which affect the use of social media in a business will be analyzed. Additionally, the impact of social media on the business will also be discussed. 2.3 Strategies for engaging social media as a marketing tool The business can be understood to be a result of various strategies and if it needs to ensure success then in such a case, it has to apply certain strategies for the business which will assist it in understanding the overall external environment and the needs of the different customers (Felix, Rauschnabel and Hinsch 2017). The two different major kinds of strategies which are involved in the social media marketing can be understood to be the passive strategy approach and active strategy approach. Passive approach As the social media is a useful source of marketing information for the firm, firstly it is used to understand the overall perspective of the customers. With the mediums of the blogs, content communities, forums and other such platforms are the main source of information for the business which helps them in their recommendations of various products and services (Godey et al. 2016). These recommendations help in improving the overall brand focused and assist the firm in ensuring that it can reach out to the different customers with certain specific offerings. Various traditional marketing research activities such as customer service, data mining, focus group and others focus on the market research for traditional forms. However, the social media marketing is a new each format which helps the firm to generate real-time information on the different areas where the company would be required to enact so that it is able to gain the best of the target market (Stephen 2016). Active approach The social media can be understood to be making use of the direct marketing enough to make the public aware of the product or service which the organization has to offer. Hence in this unit, it is being used as an engagement tool. Direct technologies helptodefineorganizationinpromotingthegoodwiththehelpoftelevisions,
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19BUNGA BUNGA COVENT GARDEN newspapers and other advertising medium sweet reached out to the target audience. However, with the advent of social media, it is being used to reach out to different customers in a direct manner. According to Tuten and Solomon (2017), the tool assists in improving the areas where they are lagging. The social media networking is a tool whichisoftenperceivedasacost-effectivemarketingresearchandadvertising techniques. The social media is not only cheap but also enables the different users to provide short and direct information to reach the audience. Hence this tool can be used to make the product, or the service is very popular among the masses. Generally, the different businesses prefer the medium of Facebook, LinkedIn and Instagram as their social media platforms which are used as mediums to target the different customer segments (Zhu and Chen 2015). 2.4 Factors affecting social media use in a business organization The function of social media can be understood to be easy to use and serves as a cost effectivetool tothedifferent customers andthebusinesses, it has tobe understood that there are certain factors which affect the use of the social media marketing tools in the business (Ahmad, Musa and Harun 2016). Hence in order to ensure that the business makes use of the social media marketing as its tool, it is integralthatthesefactorsarealignedinamannersuchthattheywilldoaffect operations in a manner such that the social media is used. Hence in this section the different factors which affect the social media use in a business will be examined and analyzed. Usefulness According to AlAwadhi and Al-Daihani (2019), Usefulness of the social media marketing tool can be understood to be the way it helps in fulfilling the overall objective of the organization and the way it helps to collect information how to advertise their products and services of the company. The usefulness is determined by the overall nature of the business.Hence under this factor aspects like the alignment with business objectives, suitability of time, the suitability of a product in the service and the overall target market this can be understood to be the factors which are present under the usefulness of the social media in a business.
20BUNGA BUNGA COVENT GARDEN Ease of use The ease of use can be understood to be another factor which affects the use of social media in a business (Alves, Fernandes and Raposo 2016). Marketing is a complex task. There is a dedicated marketing department in order to ensure that all the goals and overall objective can be aligned to the marketing and can be achieved successfully. However contrary to the complex nature of marketing the social media marketing provides the different businesses to make use of it and every technique of marketing in social media is considerably simple.The ability to make use of this medium is very easy and anyone in a firm can make use of this. The managers of the firm can access and edit the overall marketing and the related responses with the help of this the computer, tablet or a personal computer or phone (Carlson and Lee 2015). The use of social media marketing can be made from any part of the world and any time of the day and this is the reason why it is becoming very popular amongst the business managers who can edit it from the tip of the fingers. Alignment with the overall business objectives According to Dahl (2018), the business is generally formed based on certain guidelines and overall objectives. The nature of these objectives differs from one another and depending on this nature; the medium of marketing is easily adopted by the business. Hence if the objective is in alignment of the social media and it matches with that of the business, it needs to be made use of by the different managers of the organization. Very often the nature of the business does not permit the use of social media marketing and if the social media marketing is adopted as a technique in the business, then it does not perform well.However, 90% of the business formats ARE supported by the social media marketing and any firm in order to ensure success should make use of the same. The price The marketing as an activity comes with a certain price of it. It can be understood to be a free aspect and hence the cost of social media marketing activities is of the biggestfactorswhicheffectitsBusinessorganization.Differentcompaniesand
21BUNGA BUNGA COVENT GARDEN organizations often look out for techniques which are more cost-effective in nature and therefore the use of social media channels to save this objective (Duffett 2017). The social media is quite cost-effective and in expensive. It helps in reaching out to a large base of customers at a span of time and at minimum investment. Hence if the social media pricing aligns with the overall budget and object of the firm, it is usually adopted by the organization. 2.5 Benefits of social media in an organization`s success As discussed earlier it is integral for an organization to ensure that it is able to invest in the marketing activities of the firm (Gainsbury et al. 2016). Marketing activities undertaken in a traditional manner is not enough and as it is the age of new-age social media it is imperative for organization to invest in the social media marketing. Very often the firms are not willing to invest in social media marketing because they are not aware of the different consequences of this marketing technique in the way in which it can impact the overall performance of an organization. Hence with respect to this, the next section will be discussing the benefits of social media marketing for a firm and thereby assist in understanding the long-term success of the organizations as present in the hospitality industry (Hyder 2016). Increase brand awareness. The social media marketing can be understood to be an effective tool which helps in engaging in the cost efficient digital marketing method which helps in improving the overall visibility of the business. Hence by investing in a social media strategy, the firm is able to make the brand recognizable and helps in giving a large influence and audience appreciation. Hence with respect to this if the firm is able to increase the brand of the firm, it will be successfully able to make the social media marketing activity successful and actually able to create a competitive advantage for itself. This can be done by gaining more inbound traffic. According to Ismail (2017), the social media marketing also helps in adding any more inbound traffic which means it helps in gaining more number of customers for the organization. Improved search engine rankings
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22BUNGA BUNGA COVENT GARDEN The search engine ranking can be understood to be a technique whereby it is important for the organization to achieve a higher page rankings and ensuring that there is adequate traffic to the business website (Karjaluoto et al. 2015). This is because, this tool is a measurement of how many customers have been experiencing the social media activities of the organization and ensures towards gaining an idea about the methods in which the firm performs. If the search engine rankings of a firm improve then in such a case, the different means of social media marketing will be successful. Higher conversion rate According to Keegan and Rowley (2017), as discussed previously, a business can only achieve success in the long run if it serves the customers in the right manner and social media marketing is one such tool which helps in giving a higher response ranking which means that a higher number of customers can be converted and they can be tied to the firm. Hence it is the social media marketing which helps in building of these conversion rates. According to Shao, Li,Morrison and Wu (2016),10 million people in the world use social media marketing and if the firm uses this medium it would be able to gather more clients. Customer satisfaction The social media marketing as a tool and a networking domain helps in ensuring that the customer satisfaction can be achieved successfully (Leung, Bai and Stahura 2015). The customers are the main reason why the business has been functioning in the long run. As the social media marketing function allows a firm to function well, it enables them to attain their overall attention and allows them a medium to communicate with the different customers as present. In this manner, the firm is able to improve the bond with its customers and thereby serve them in a better manner (Shareef et al. 2019). Brand development and brand loyalty Brand loyalty has a crucial role to play in deciding the manner in which a firm is able to gain adequate support. Hence brand loyalty is integral for the organization.
23BUNGA BUNGA COVENT GARDEN Hence it is for this reason that the social media marketing needs to be engaged in such that the brand loyalty of any form can be built successfullyand the business can ensure that the activities of the firm are reflected effectively and the overall brand developmentwillbeformed(WangandKim2017).Thesocialmediahelpsthe customers in associating themselves with importance. 2.6 Organisational Success Organizational success can be understood to be the ultimate result of efficient and effective operations. In order to be successful in the long run it is integral that a firm is successfully able to produce sustainable results through which it will be able to earn higher revenues as well. The organization is required to execute strategies and engage the employees in a manner such that they will be able to work towards the overall goals of the organization and ensure that the mission and vision of the firm is achieved. Hence, in order to be successful a firm must have a philosophy, statement, goals and a series of program which will focus on enhancing the overall skill of the employees and other such resources which are important for the success. In addition to this, these resources have to be managed in line with the overall mission of the firm. 2.7 Strategies to optimize organizational success The organization success and growth requires thorough understanding of the fact that there are certain ways in which this can be achieved (Zimmerman and Ng 2015). The different ways in which organisation success can be achieved and measured can be understood to be the collection, accountability, communication and passion along with process with the help of which the operations of a firm are carried out successfully. Reflection According to Kotler (2015), reflection can be understood to be the first stage which helps in attaining organisational success. The success of an organisation begins when the managers are able to assess what is this is the Strength of the business and the threats faced by it. This is the kind of analysis which the manager has to focus on and it is with the help of this reflection of the performance, will the firm be able to
24BUNGA BUNGA COVENT GARDEN understand the manner in which the firm has the capability to perform in the long run (Alves, Fernandes and Raposo 2016).Additionally, in this state the different managers may also be required to analyze the current capabilities of the firm and increase the activeaswellasreactiveresponses.Henceitiscrucialtoestablishstrong organizational procedures as it helps to catapult an organisation into optimization and assists in achieving its goals in the industry. Process The process begins with conducting an examination of all the time procedures and guidelines which the firm is following. Reflection enables the managers to check why the firm is performing well but the process and procedures assist in understanding the different guidelines which the firm has been following and helps in improving the overallaccountabilityaswell.Theanalysisoftheprimarydata,reviewingthe organization’s trends also checking whether the organisation structure is appropriate for the firm or nothelps in understanding whether the firm has the capability to perform well or not. Accountability Accountability can be understood to be a third element which can be utilized to optimize the organizational success (Ashley and Tuten 2015). Any good strategy which needs to be applied has to have a clear set of goals as well as objectives present at all times.Hencetheindividualownershipformsthekeytooverallsuccessandthe transparency of the financial reports and budget also need to be maintained to ensure that the organization with a solid plan will be able to reduce the risk of the harmful forces which may have a negative impact on the organization Communication Communication is the key to success. Any organisation which communicates effectively with its different employees and other such stakeholders will be able to achieve success in the long run. Hence it is in integral for any manager to recognize the teams Values and remember why they have been hired and hence enable them to have
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25BUNGA BUNGA COVENT GARDEN avoiceandengageintheoverallfunctioningoftheorganization.Whenthis communication system will be established effectively then, success will be received through improved productivity, increased interest and focus on the goals. Passion The passion also forms and integral part of achieving organizational success because all the managers were working for the firm need to be passionate about the jobs and passionate about achieving the organizational goals. If these managers are not passionate enough the firm be functioning well but it will never be able to achieve the success which it deserves in the industry. 2.8 Factors affecting organizational success As discussed earlier organizational success can be understood to be a state which determines that, the firm is being able to attain all the objectives of the firm and ensuresthatthegoalsarebeingdelivered.Henceinordertounderstandwhat determines and what forces the organizational success, it is integral to understand the factors affecting it. These factors are as follows. Competition The competition forms an integral part of the overall operations and it is integral for any organization especially in the hospitality industry to ensure what the different competitive forces are and assists in understanding the manner in which they are performing (Chang, Yu and Lu 2015). This will help in forming a rough perspective of thedifferentexpectationsoftheconsumersandalsoassistinunderstandingthe manner in which they would be quite to be dealt with. It is important to understand how the competitors are serving the different guests so that it becomes easier for the firm to get an idea of how they required to perform and expectations which are present in the market (Dahl 2018). Trust and other internal aspects At all levels of the organization it is important that the different workers are engaged effectively and that there exists a certain level of trust in the organization.
26BUNGA BUNGA COVENT GARDEN When the co-workers understand that they can depend on one another, the work becomes simpler easier. According toFelix, Rauschnabel and Hinsch (2017), this is the same case for the different customers who want to be with organizations which are trustworthy and will fulfil their overall objectives. In the hospitality industry engaging in the long term successful relationship with the different guests is very integral and therefore, a firm would be required to undertake steps to improve the trust levels of the different employees. When the guests trust the restaurant manager and the different services of the hospitality industry organizations, then in such a case they will be able to get into an association with the firm for a longer time frame and will be able to bring about better success for the organization as a whole. Networking Building relationships which exist within an organization is very integral and all the firms must look out for a wide variety of sources through which they can build the network of the organization. The network needs to act as a source of ideas, help in attaining advice and also assist in communicating with both employees as well as the guests (Godey et al. 2017). The networking acts as the manner in which the firm can reach out to different guests and also understand their perspective and the same manner reach out to the employees in an informal manner in gain their ideas or perspectives about the overall growth of the firm. Records It is integral for an organization to map its overall functioning and to document the activities existing in the firm. When a firm maintains good records then, it helps in understanding the manner in which the overall operations of the firm can be carried out. Through these records, the managers will be able to understand how the firm is expected to perform in the long run (Hyder 2016). Therefore it is important that the managerkeepsarecordoftheoverallfunctioningoftheorganizationwhichwill contribute to the firm in understanding how the firm might be successful in the long run.
27BUNGA BUNGA COVENT GARDEN Risks associated The risks also tend to determine the overall success of a firm. In the business it is understood that calculated risks need to be undertaken so as to ensure that the goals and objectives can be achieved. Moreover the manager is required to understand the manner in which the firm is required to move forward and to establish the different factors in the right way (Jones, Borgman and Ulusoy 2015). When the different risks are undertaken in the right direction then in such a case, it is integral that, the firm is able to ensure that its overall goals are achieved successfully. Financial support The financial support forms and the integral part of the organization success and whenthereareadequatefundsavailablefortheoveralloperationstheoverall functioning of the organization takes place smoothly. Hence it is with respect to this that it becomes integral for the firm to get into an association with the finance department and see to it that adequate funds are used for the running of the operations. This helps incarryingouttheproceduressmoothlyandsuccesscanbeachievedfromthe perspective of the organization Cost savings It is the goal of any organization to ensure that they are able to minimize their overall costs of operations. This means that the firms which are cost-efficient in nature tend to be more successful in the long run because they utilize all the resources effectively (Bernard 2016). There are ways in which this cost-cutting can be undertaken. Some of these ways are known as limiting the number of resources, engaging the procedureofreducingwaste,engaginginfreeproceduressuchassocialmedia marketing which will help the firm to reach out to the different customers as well as building the brand Image of the organization which helps to make the company more attractiveandhenceensurestheorganizationsuccess(Hassan,Nadzimand Shiratuddin 2015). Leadership
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28BUNGA BUNGA COVENT GARDEN With respect to leadership, it can be understood that the prime factors which tend to have an impact on the overall management of the firm and determines whether the firm will be able to achieve success or not is the leadership. The leadership can be considered to be a procedure whereby one individual exerts an influential image over the others and helps in influencing these people to the cause of the leader. When in any organization an effective leader is present, it helps in building the fear in the employees and they also tend to look towards the need of leaders. Hence the leader has the power to influence the employees in the manner and ensure that they are able to undertake initiative which will help in attaining the organizational goals and overall objectives.In addition to this the leader is also responsible for seeing to it that the employees able to communicateeffectivelywiththeirleaderssothattheredoesnotexistany miscommunication among the members. Motivation Motivation has a key role to play in organizational success and all the firms which want to perform well may be required to manage the employees successfully and will be required to engage in various motivational programmes which will influence the different workers to perform well and achieve their overall objectives. The contextual factors related to motivation can be understood to be the factors like salaries, organization strategy for mysweats,compensationandasenseof belongingwhichgenerally motivate a person to work in an organization (Sajid 2016). The organizational culture The Organizational culture is also a factor which impacts overall organizational success in the long run. If the organization culture of the organization is positive it leads to better motivation and thereby the firm will be able to perform well in the long run and will be able to achieve success (Minazzi 2015). The organizational culture can be known as the set of values and beliefs which a firm holds about the management of the organization. There have been various studies which have been undertaken previously and tend to prove that, the organizational success is greatly impacted by the culture of the firm.
29BUNGA BUNGA COVENT GARDEN Knowledge management Theknowledgemanagementcanbeunderstoodtobeaconcreteformof information which is present in an organization in terms of the resources of the firm, the documents with the departments and the different people’s skills (Stephen 2016). As the organizations have advanced considerably and the technological advancements are also available, the domain of knowledge management has demanded the use of active tools which helps in ensuring that all the members of the firm able to communicate with each other properly which in return symbolize the organizational success. According to Tuten and Solomon (2017), this management of the knowledge not only assists in improvingtheoverallworkplacediscussionbutalsocontributestowardsthe understanding of the manner in which the firm can attain its overall objectives and be able to create a happy work environment (Ngai, Tao and Moon 2015). 2.9 The role of social media in organization success Social media can be understood to have an enormous impact on the overall business operations. The different platforms such as Twitter, Facebook and YouTube which help in promoting the brands that simply relies on the new products only. They also have an active media which may be used to serve the customers and resolve the disputes (Zhu and Chen 2015). The social media team needs to be hired by the organization so as to ensure they are being able to be present on one of these platformssothat the customer responsecanbeunderstoodandservicecanbe distributed in a better manner.
30BUNGA BUNGA COVENT GARDEN The conceptual/theoretical framework Content sharing The content sharing forms an integral part of the organization and social media helps in making this sharing of the content very detailed. In the hotel industry it is important that the overall work of the hotel is a reflected in front of the guests well so that they gain an idea of the performance of the organization and are attracted to the overall operations (Ainin et al. 2015). The social media marketing helps in content sharing Online customer services The social media marketing not only reliable in assisting a business by seeing to it that the products and the service of the firm can be marketed well in the long run but also assist in ensuring that adequate customer service can be undertaken. Hence it is with respect to this that the social media marketing helps in improving the overall customer service of the firm (Swani et al. 2017). In the case of the hospitality industry where a majority of the functions of a hotel generally tend to center around the customers, social media marketing uplifts the overall performance of the firm. Organizational Success Usefulness EaseofUse Price Alignmentwith businessobjectives Socialmedia marketing
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31BUNGA BUNGA COVENT GARDEN Social development The social media marketing also helps in ensuring that the business is able to remain trendy and all the new-age techniques can be applied by the organization. The technologicaladvancementbroughtaboutahugechangeinthefunctionofthe organization in the hospitality industry and is related to the manner in which the firm stands out (Hyder 2016).Hence it is with respect to this that the other Social media marketing activities helps in understanding how the firm might want to take the change procedure and the manner in which it can adapt with the same in the long run. Cost effective The social media marketing activities of a firm also assist in organization in saving considerable cost effective. The marketing can be understood to be expensive operations which are generally adopted by any organization to ensure that they are able to reach out to customers in a better manner (Moro, Rita and Vala 2016). However the social media marketing is cost-effective in nature and a limited number of efforts, a large impact can be made. Hence social media marketing influences organization success by ensuring that the cost can be cut down and the firm is able to concentrate on areas which require getting attention or investing in research and development. 2.10 Summary Therefore, from the above analysis, it can be rightfully understood that, the social media marketing forms an effective part of any organization and tends to have a huge impact on the manner in which an organization generally tends to perform in the long run. The above review of literature highlighted the manner in which the social media marketing can be made use of as an effective tool to achieve organizational success. The study highlighted the manner in which the social media marketing is successful for the future of the firm and has an impact on the organizational success. The factors which have an impact on the organizational success were also discussed accordingly. The concept of Organizational success was accessed and in line with this, the factors affecting the organizational success were examined critically. In line with this, the relationship between the social media marketing and the organizational success was
32BUNGA BUNGA COVENT GARDEN identified and the various gaps present in the review of the literature were underlined accordingly.
33BUNGA BUNGA COVENT GARDEN Chapter 3: Research Methodology 3.0 Overview The research aims to find the manner in which the social media marketing will be successfully able to improve the manner in which the overall operations and popularity of Bunga Bunga Covent Garden. In order to gain an idea about the Independent variables and the Dependent variables so as to determine the overall relationship between the two variables, it becomes essential crucial for the study to undertake a comprehensive research work which will assist in identifying defining what the impact of the independent variable will be on the dependent variable. For this reason, the use of the right tools and procedures need to be undertaken so as to determine how the research procedure will be carried out and present a set of analysis to verify the same. 3.1 Research Outline The research can be defined as a manner in which the procedures are defined which can be used to understand knowledge. The research is essentially backed by the logical scan for relevant topic on the data and is used to make a point which generally tends to prove a particular hypothesis or a research objective. The research can be understood to be a scholarly action which is made use of in order proves an explicit point (Kumar 2019).This research assists in ensuring that the objectives which have been set out in the initial study are achieved in the right manner and in addition to this, the overall outcomes can be accessed and examined.The quantitative as well as the qualitative methods which are generally made use of in the procedure of a research can be defined as the interviews which enable face to face discussion, research materials from secondary sources like the case studies, the academic writing, literature reviews, journals and other such sources(Bresler and Stake 2017). It also comprises of the questionnaire which can be understood to be an easy way of collecting information for a research.Hence,justliketheabovemethodologiesstated,therearevarious methodologies which will be outlined in this chapter and can be understood to be useful for the research. This chapter will outline the Research Philosophy, the research design,
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34BUNGA BUNGA COVENT GARDEN the research approach and the various data collection and analysis techniques which will help in outlining the manner in which the research can be carried out successfully. 3.2 Research Philosophy The research philosophy can be essentially taken to be to define the primary reason why the research is usually carried out. It presents the beliefs which can be identifiedbeforetheresearchisproceededwith(Silverman2016).Theresearch philosophy which has been selected for the purpose of analysis in this paper can be taken to be the Positivist approach. In line of this, the positivist research philosophy usually limits the role of the researcher to the interpretation and collection of data. Hence, in the research as well, the data shall be collected and analyzed and will be based on a hypothesis. Justification of the research philosophy chosen The reason why the positivism research philosophy has been made use of for the purpose of the study can be largely contributed to the fact that it shall assist in examiningtherelationshipbetweensocialmediamarketingandthesuccessin operations of Bunga Bunga (Wiek and Lang 2016). Moreover, the positivism research philosophy will also assist in presenting the objectives with the assistance of factual data and related facts which are present. 3.3 Research approach The research approach helps in determining the manner in which the general emphasis on the causality can be made. The research approach in this study is the deductive research approach. In this way, the researcher will ensure that, the objectives are achieved and that the data which has been collected for the purpose of the research is deduced with respect to the overall goals of the paper (Quinlan et al. 2019). The deductive approach ensures that the suitable models and frameworks which would be successful in carrying out the research can be adopted. Justification of the research approach chosen As the study will be following a mixed research approach, it deems more suitable for the research to follow a deductive research approach. In line of this, the conclusions
35BUNGA BUNGA COVENT GARDEN aboutthesocialmediamarketingandrelatedsuccesswillbededucedfromthe research work shall be undertaken. The reason why this research approach has been adopted can be contributed to the fact that, this will assist in ensuring that the Bunga Bunga Covent Garden can be provided with the adequate ways in which they can improve their social media marketing (Humphries 2017).Moreover, the conclusions regardingthehypothesiscanalsobearrivedatbyusingtheparticularresearch approach. 3.4 Research design The research design can be described as the manner in which the overall discussion is laid out. In addition to this, it also throws light on the overall format of the research which is carried out adequately. The research design which has been adopted for the study can be stated to be the descriptive research design. In the descriptive research design, the objectives can be discussed critically and meaningful information can be extracted from it. This contributes towards understanding how the social media marketing activities can impact the operations of Bunga Bunga Covent Garden. Justification for the research design chosen The reason why the descriptive research design has been adopted for the study can be contributed to the fact that it will assist in providing a comprehensive overview of the overall manner in which the social media marketing impacts the overall operations of the business and discusses the ways in which the business is influenced by the modern techniques of marketing. 3.5 Research Strategy The research strategy can be essentially defined as the manner in which the entire research procedure can be carried out and can be made use of in order to ensure that the research objectives are achieved successfully. The research strategy which has been rightfully adopted for the purpose of the study can be understood to be the Primary quantitative research strategy. In this research strategy, the primary sources of datacollectionwillbeutilized(Taylor,BogdanandDeVault2015).Inthisthe questionnaire will serve as the method of data collection whereby the responses of the respondents shall be collected and undertaken and an analysis will be undertaken
36BUNGA BUNGA COVENT GARDEN based on the interpretation of the results. The results will be analyzed using the quantitative method and in line with this, the statistical analysis tools will be utilized in order to analyze the data and gain the research objectives. Justification for the research Strategy chosen Thereasonwhytheparticularresearchstrategyhasbeenusedcanbe contributed to the fact that, it will assist in achieving the overall objectives of the research. In addition to this, it will also assist in ensuring that the relationship between the Social media marketing and the overall effectiveness of the business of Bunga Bunga Covent Garden can be essentially identified and analyzed successfully. It will also assist in verifying whether the social media marketing activity as a whole has any impact on the overall operational success of the organization or not. 3.6 Sampling technique The sampling technique can be rightfully defined as the manner in which the sample size is selected and the data of the questionnaire is distributed for the purpose of the study. The sampling technique which has been adopted for the purpose of the studycanbeunderstoodtobetheSimpleRandomprobabilitysampling.Inthis sampling method, the respondents will be selected in a random basis and all the respondents will get an equal opportunity to make the selection with respect different participants (Rosskam 2018). This assists in gaining an unbiased view of the research study. The medium of data collection for the research can be understood to be the Google form. The Google form will assist in ensuring that the responses relating to the survey can be collected in the right manner and that the different responses will be presented adequately. Justification for the Sampling technique chosen The reason why the simple random probability sampling technique has been made use of is to ensure that random customers of the convent garden can be chosen and their overall impact on the decision making system regarding the use of social media can be made. For the purpose of the analysis, 50 random participants will be made use of and their views on the given matter will be collected and analyzed adequately.
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37BUNGA BUNGA COVENT GARDEN 3.7 Data collection The data collection method which would be rightfully collected for the purpose of the research can be stated to be the primary data collection method. In this data collection method, the data for the research will be collected using the primary mediums of questionnaire, the interviews and other related techniques which shall assist in ensuring that the data which is collected is unbiased in nature. Additionally by making use of the mediums of survey, the data can be collected in the form of numbers which will assist in carrying out the quantitative analysis. Justification for the Data collection method chosen The primary reason why the Primary data collection has been made use of can be stated to be because, it will assist in providing the hypothesis in the right manner and will also contribute towards understanding the reason why marketing management has a critical impact on the operations of the firm. As the topic is relatively pertaining to the Bunga Bunga Covent Garden and related operations, it is important to ensure that, the perception of the customers is collected in a comprehensive manner. 3.8 Data analysis The data analysis method can be understood to be the method which is adopted in order to analyze the data which has been collected. It is important to carry out the data analysis in a manner in which the research objectives can be achieved and attained successfully (Rosskam 2018). The quantitative method of data analysis has been adopted in the study. Using this analysis method, the tool of SPSS will be applied and the impact of the social media marketing on the overall operations of the Bunga BungaCoventGardencanbedeterminedeffectively.TheRegressionandthe Correlation can be understood to be the ways in which the research has been carried out. Justification for the Data analysis method chosen The reason why the quantitative data analysis method has been adopted for the purpose of the study can be contributed to the fact that the study aims to present a comprehensive analysis and prove a hypothesis which will only be possible if the primary data is analyzed quantitatively. Hence, in this study, quantitative method of
38BUNGA BUNGA COVENT GARDEN SPSS will be undertaken so as to ensure that the relationship between the dependent and the independent variable will be determined. 3.9 Ethical considerations The ethical considerations which have to be taken care of in the current area of research can be contributed to the fact that the privacy and the overall rights of the respondentshavetobeconsideredeffectively.Inadditiontothis,alltheethical considerationsrelatingtothelawsoftheUniversitywillbeappliedcollectively. Moreover, the information which will be collected for the purpose of the analysis needs to be collected from the authentic sources(Kumar 2019). With respect to this, the data protection acts will also be applied successfully and their personal information will be maintained in the right manner. The environment for the survey can be understood to be peaceful in nature and no discrimination has to be made in regard to the participant selection on the basis of the income, gender and the class of the different individuals. 3.10 Accessibility issues Theaccessibilityissueswhichhavebeenacedintheresearchcanbe contributedtothefactthatnoopenendedquestionshavebeenaskedtothe participants and instead only close ended questions have been asked. With respect to this, limited information can be extracted out of the different participants. Moreover, with respect to the analysis as well, a limited approach has been adopted. 3.11 Summary Therefore, the given chapter highlights the overall manner in which the research methodology techniques have been applied for the purpose of the study. Additionally, thejustificationsforeachofthemethodswhichhavebeenselectedhavebeen provided.
39BUNGA BUNGA COVENT GARDEN Chapter 4: Data presentation and Results 4.1 Overview The data representation and results chapter forms an important aspect of the research and this highlights the overall demographic representation of the respondents from whom the responses have been collected and in addition to this, the chapter also throwslightonthemannerinwhichthestudyisabletocontributetowards understandinghowthestudywillbecontributingtowardsthecompletionofthe objectives. Hence, the focus of this chapter remains on discussing the overall findings of the analysis which was performed in this chapter. Additionally, this chapter will also represent the relationship which exists between the dependent and the independent variable using the tool of Regression and Correlation. Along with this, the end of the chapter will prove the hypothesis which was decided at the beginning of the study 4.2 Descriptive Statistics Thedescriptivestatisticscanbementionedtobethatbranchofstatistics whereby the presentation of the results is made in the form of various graphs as well as tables. Therefore, at the beginning of the section, the demographic details will be analyzed in detail along with the opinions of the different respondents regarding their use of social media and the manner in which the social media has an influence on the overall success of the enterprise. Gender Table 1 Gender Frequenc yPercent Valid Percent Cumulative Percent ValidFemale2652.052.052.0 Male2448.048.0100.0 Total50100.0100.0
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40BUNGA BUNGA COVENT GARDEN Figure 1 From the pie graph, it can be reflected that, the interview has been collected from a fairly distributed population. This simply means that, 53%of the population which has been surveyed belongs to the female gender whereas 48% belongs to the male. This reflects that, the survey has been distributed moderately and the opinion of both the sexes has been taken. Age group Table 2 Age Group Frequenc yPercent Valid Percent Cumulative Percent Valid18-291530.030.030.0 30-292448.048.078.0 40-491020.020.098.0 50+12.02.0100.0 Total50100.0100.0
41BUNGA BUNGA COVENT GARDEN Figure 2 This chart represents the age group of the different participants who are present in the survey. It can be reflected that a majority of them forming 48% belong to the age group 30 to 39 whereas the rest belong to the age groups 18029. In this, it can be reflected that only 2% belong to the age group 50+. Education Table 3 Education Frequenc yPercent Valid Percent Cumulative Percent ValidHigh school24.04.04.0 Diploma2040.040.044.0 Bachelor Degree 2244.044.088.0 Master612.012.0100.0 Total50100.0100.0
42BUNGA BUNGA COVENT GARDEN Figure 3 This graph talks about the educational qualification of the different participants. It mentions that, 44% of the respondents belong to the Bachelor Degree whereas 40% of them belong to the Diploma. In addition to this 12% of the respondents have Masters whereas only 4% of them belong to the high school. Hence, it can be mentioned that the different individuals from all backgrounds have been interviewed and their responses have been collected. Years using social media Table 4 Years using social media Frequenc yPercent Valid Percent Cumulative Percent Valid3-6 years 1632.032.032.0 7+ years3468.068.0100.0 Total50100.0100.0
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43BUNGA BUNGA COVENT GARDEN Figure 4 From the given chart, it can be mentioned that, social media can be understood to be particularly common amongst the different responses. In regard to this, it needs to be mentioned that 68% of the respondents had been making use of the social media for more than 7 years whereas, 32% of the respondents had been using it for a period of 3 to 6 years. Hence, the social media can be mentioned to be particularly popular. Social media sites Table 5 Social media sites used Frequenc yPercent Valid Percent Cumulative Percent ValidPhoto&Video Sharing sites 1020.020.020.0
44BUNGA BUNGA COVENT GARDEN Socialmedia networking sites 2652.052.072.0 Social News48.08.080.0 Blogs48.08.088.0 Microblogging612.012.0100.0 Total50100.0100.0 Figure 5 As the survey was related to the success of the Bunga Bunga Covent Garden sourced from social media, the respondents were asked about the different social media platforms they like to make use of. In the response, they mentioned that 52% of them made use of the Social media networking sites in order to fulfill their daily social media needs whereby just 20% of the respondents made use of the Photo and Video sharing options in order to gain popularity. The other mediums which were very popular can be mentioned to be the Blogs, Microblogging like Twitter, Social news and others. Time spent on social media
45BUNGA BUNGA COVENT GARDEN Table 6 Time spent on social media Frequenc yPercent Valid Percent Cumulative Percent Valid1-3 years24.04.04.0 3-6 years510.010.014.0 7-9 years2244.044.058.0 10yearsor more 2142.042.0100.0 Total50100.0100.0 Figure 6 The pie graph reflects on the time spent on the social media. From the analysis it can be reflected that, 44% of the respondents spent 7-9 hours in a week on social media in order to fulfill their overall browsing needs whereas 42% of the respondents spent 10 hours or more on a weekly basis on a social media platform. Hence, these
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46BUNGA BUNGA COVENT GARDEN figures mention that, the social media seems to be a particularly popular engagement tool. 4.3 Inferential Statistics The inferential statistics can be referred to as the line of study whereby the use of various statistical tools is made and the analysis assists in finding the results of the study. Hence, in this section, the results of the inferential statistics which was performed on the data will be presented. This will then be followed by the investigation on the relationship which exists between the two variables which the dependent and the independent variable here are taken to be the social media and organizational success. The impact of the social media would be assessed on the organizational success relating to the Bunga Bunga Covent Garden. In relevance to this, the correlation and the Regression would be used as major tools which would assist in finding the impact. Correlation The correlational analysis can be described as a statistical method to find the relationship or the association which tends to lie between two or more variables. The correlation helps in determine the extent to which a change in one variable can lead to a change in the other variable (Lee and Peters 2015). The ideal correlation value have to be taken to be between 1 to –1 and in regard to this all correlational values above the standard value of 0.7 tend to determine that the correlation relationship amongst the different variables is strong. A positive correlation reflects that when one variable tends to increase, it would bring about an increase in the other variable as well. However, a negative correlation relationship reflects that any change in one of the variables will result in the opposite change in the second set of variables. In the following section, the correlation amongst the factors of the dependent variable which is the organizational success and the independent variable which is the Social media will be examined.
47BUNGA BUNGA COVENT GARDEN Correlation between the Dependent variables Table 7 Correlations Culture Financialsup portRisksTrust Competitio n CulturePearson Correlation 1.346*-.101.177.302* Sig. (2-tailed).014.486.218.033 N5050505050 Financialsupp ort Pearson Correlation .346*1.370**.543**.310* Sig. (2-tailed).014.008.000.029 N5050505050 RisksPearson Correlation -.101.370**1.425**-.004 Sig. (2-tailed).486.008.002.975 N5050505050 TrustPearson Correlation .177.543**.425**1.342* Sig. (2-tailed).218.000.002.015 N5050505050 CompetitionPearson Correlation .302*.310*-.004.342*1 Sig. (2-tailed).033.029.975.015 N5050505050 *. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed). The table represents the correlation between the various factors related to the dependent variable which in this case is the Organizational success. From the above
48BUNGA BUNGA COVENT GARDEN table, it can be rightfully mentioned that the correlation between the Financial support which is generally provided to the organization and the trust which the employees and the customers have in the success of the organization, tends to have a very high impact on the manner in which the organization is able to perform well. On the other hand the risks undertaken and the competition factors have a very low negative correlation which determines that the competition which is aced by a firm and has no relationship with the risks which the organization faces in the external environment. Correlation between the Independent variables Table 8 Correlations Price BusinessOb jAlignment EaseofUs e Usefulnes s PricePearson Correlation 1.097.290*.020 Sig. (2-tailed).502.041.892 N50505050 BusinessObjAlignm ent Pearson Correlation .0971.089.208 Sig. (2-tailed).502.540.147 N50505050 EaseofUsePearson Correlation .290*.0891.488** Sig. (2-tailed).041.540.000 N50505050 UsefulnessPearson Correlation .020.208.488**1 Sig. (2-tailed).892.147.000 N50505050 *. Correlation is significant at the 0.05 level (2-tailed).
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49BUNGA BUNGA COVENT GARDEN **. Correlation is significant at the 0.01 level (2-tailed). This table analyzes the relationship which tends to exist between the different factors of the independent variable which is the social media. The table reflects that, the usefulness aspect of the social media along with the ease of use have a high correlation among them. On the other hand, the usefulness of the social media as a tool and the price with which it comes has a low correlational relationship which tends to depict that the usefulness of social media has little or no relationship with the price. Regression The regression analysis can be essentially defined as the statistical tools which help in identifying the relationship which exists between the dependent variable and the independent variable (Gupta and Gupta 2017). The regression determines the extent to which a single variable which is independent in nature will be able to depict the value of thedependentvariable.Inthecaseofthestudy,thedependentvariableisthe organizational success whereas the independent variable is the social media. The given output has been resulted after the generation of the survey respondents on SPSS. The three tables will be essentially used to examine the relationship which exists between these set of variables Table 9 Model Summary ModelR R Square AdjustedR Square Std. Error of the Estimate 1.588a.346.318.35868 a. Predictors: (Constant), Do you believe that social media marketing has an impact on the Organizational success?, Social Media The model summary table can be mentioned to be the first table which has been assessed in the Regression analysis. From this table, it can be analyzed that, the value of the correlation between the dependent variable and the independent variable is 0.588
50BUNGA BUNGA COVENT GARDEN which can be stated to be positive and high. Therefore, any change in the independent variable is bound to bring a change in the dependent variable. Moreover, the R square value determines that the Independent variable has 34% explaining power of the changes in the dependent variable (Siegel 2016). Additionally, the difference between the Independent variable and the dependent variable is high, which reflects that the model is not a good fit model and the size of the sample is insignificant. Table 10 ANOVAa Model Sumof SquaresDf Mean SquareFSig. 1Regressio n 3.19821.59912.430.000b Residual6.04747.129 Total9.24549 a. Dependent Variable: OrgSuccess b. Predictors: (Constant), Do you believe that social media marketing has an impact on the Organizational success?, Social Media The Anova table helps in establishing the association between the dependent variable and the independent variable. The regression reflects that the value of the Significant P is 0.00 which is less than 0.05 which derives that, the independent variable which in this case is the Social media has a very strong impact on the Dependent variable which in this case is the organizational success and that the hypothesis establishing a relationship between them can be largely accepted. Table 11 Coefficientsa ModelUnstandardized Coefficients Standardize d Coefficients tSig.
51BUNGA BUNGA COVENT GARDEN BStd. ErrorBeta 1(Constant).943.2373.985.000 SocialMedia.299.103.3572.894.006 Doyoubelievethat socialmedia marketinghasan impactonthe Organizational success? .266.087.3763.050.004 a. Dependent Variable: Org Success This table throws light on the coefficients of the Regression analysis and determines the regression equation as well. 4.4 Hypothesis Testing The hypothesis which was set in the beginning of the paper is as follows: Alternate Hypothesis(H1): The social media marketing has an integral role to play in the success of the Bunga Bunga Covent Garden Null Hypothesis(H0): The social media marketing does not have an integral role to play in the success of the Bunga Bunga Covent Garden. Hence, from the regression analysis, it was defined that, the P value is less than 0.05 and hence, the null hypothesis has been rejected and the alternate hypothesis has been accepted which states that the social media marketing has an integral role to play in the success of the Bunga Bunga Covent Garden as an organization. 4.5 Summary Hence, this chapter provided an investigation of the results derived out of the survey of the 50 respondents and presented the analysis graphically.
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52BUNGA BUNGA COVENT GARDEN Chapter 5: Findings and Discussion 5.1 Overview In the previous section, the result of the statistical analysis which was conducted on the data set was presented. From that chapter, an idea about the outcomes of the study has been derived accordingly. However, in this section of the paper, an idea about the overall findings of the study will be presented. These findings have been accumulated from the Review of literature as well as the Analysis which was conducted in the previous section. 5.2 Findings The findings from the study can be mentioned to be as follows: 1.The Review of Literature helped in gaining a wholesome view about the uses of the Social media marketing. The social media marketing tool can be understood to be a rather attractive tool which can be essentially used by the different businesses in order to engage in long term success. It was found that the social media marketing as an activity has taken the marketing as a domain entirely and thatsocialmediahasbecomeoneoftheeasiestmethodsusingwhicha business will be able to engage in long term success. 2.The Literature review also threw light on the concept of Organizational success. The Organizational success can be rightfully understood to be a concept which is related to the overall operations of the firm and the manner in which they will become largely popular amongst the large masses. It was assessed that there are a large number of factors which tend to affect the operations of a firm and one of them is marketing. Hence, through the review of literature, the gap in the existing literature was fulfilled. 3.The data representation and analysis threw light on the results of the survey which was collected in order to understand the manner in which the respondents felt about the use of social media within the domain of business and how they believed that the social media could bring about long term success of the firm.
53BUNGA BUNGA COVENT GARDEN 4.It was found that a majority of the responses were under the belief that the social media has a very strong impact on the operations of the business and it was found that even they had been making use of the social media as a tool to communication on a regular basis. Additionally, they had been using it since a very long time and therefore, were under the belief that it could bring the firm on track 5.The inferential statistics section helped in understanding the manner in which the relationship between the social media marketing and the organizational success could be defined. From the analysis, it was found that the social media marketing as a tool has a very strong impact on the organizational success. 6.Thecorrelationanalysishelpedinanalyzingthecorrelationbetweenthe dependent and the independent variables which was found to be mostly positive and high. Additionally, the regression analysis not only helped in testing the hypothesis for the research but also assisted in determining the extent of the relationship between the dependent variable and the independent variable. 7.Therefore, it can be rightfully mentioned that, the social media marketing has a strong impact on the overall success of the organization and hence, Bunga Bunga Covent Garden should be making use of this marketing tool to market its overall activities with the help of which, it will be able to assess the manner in which it will become more popular and attract a larger audience, thereby earning a higher revenue. 5.3 Discussion Bunga Bunga Covent Garden is a business that is significantly impacted through what may be termed as customer use of social media. To begin with, awareness about the business and its food and beverages is something that customers have managed to gain an understanding of mostly through the use of social media channels rather than the print media which is in circulation in the city of London. It is important to remember in this respect that people are far more familiar with the use of social media now than they are with other forms of digital media while print media in particular is something that is rarely used by people in the United Kingdom to gain knowledge or awareness about the existence of a business. Customers have acquired far better knowledge about
54BUNGA BUNGA COVENT GARDEN this restaurant in London through social media use than it has even through other conventional and successful forms of advertising like word of mouth advertising. There are a number of reasons for this. To being with social media is preferred in terms of use compared to other types of media such as print media (Keegan and Rowley 2017). The use of print media is quite expensive in today’s day and age and it is something that people is seen to avoid for the most part. The use of social media is also inexpensive which is why it is not surprising that customers login to social media to gain ideas and information about products and services rather than a regular newspaper or magazine (Dahl 2018). Bunga Bunga Covent Garden has been able to cash on the many exciting features that are associated with social media use in order to promote its business quite effectively. For instance, social media channels like Facebook, Twitter and Instagram are those that allow users to post as many pictures as they wish to about products and services in a smooth and hassle free manner and at any given time of the day. The business has thus been able to make use of this feature of social media to post frequent and several pictures of the restaurant, its interiors, and the type of ambience that it offers its guests and also the type of food that it serves. More and more people living in the city of London can get to know about the restaurant and its food through the use of social media and as such have made their way to the restaurant, thus resulting in plenty of revenue generation for the enterprise. Since there are no limits as such as to the number of pictures that one can post on the social media platforms, Bunga Bunga Covent Garden has been able to take advantage of this option and most not only regular pictures of its food and related products but also update these pictures from time to time, for the benefit of prospective and existing customers (Leung et al. 2015).The target audience of the business is easily able to understand what is new that is being offered by the restaurant and whether or not they should pay the establishment a visit by browsing through the social media pages of the business (Alves et al. 2016). The great amount of awareness that a food business like Bunga Bunga Covent Garden has been able to generate among existing and prospective customers about its food services through the use of social media goes to show that the use of social media
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55BUNGA BUNGA COVENT GARDEN has worked in favor for the business. It would not have been possible for so many people to be conscious about this fabulous restaurant in the city of London and its services had it not been for the prevalence of the institution of social media. More and more people over the days and weeks have come to know about the restaurant and where it is located in the city of London and why it is that they should visit this place because of the social media presence of the business rather than anything else. It is crucial to remember in this context that knowledge dissemination is something that takes place in a very quick and easy manner through the use of social media platforms primarily because of the fact such platforms are so frequently used by people all over the world (Wang and Kim 2017).It is also necessary to remember that had it not been for social media, it would have been very difficult for prospective and existing clientele of the restaurant to communicate with the restaurant authorities about what they liked about visiting the place or what they would like to know in order to be able to visit the place. While the restaurant does have its own official website which contains detailed information about the food and other services that are made available over here, it is far easier and quicker for customers to gain an understanding of what the restaurant has to offer through the social media pages or channels of the restaurant. Thus the restaurant has not only be able to spread information and knowledge about what it has to offer its customersthroughtheuseofsocialmediabutithasalsomanagedtogetan understanding of how customers feel about the ambience at the restaurant or the food that they have tasted at the restaurant and this in turn is something that gives the restaurant the opportunity to improve upon its existing services rather than dish out the same old fare (Hyder 2016).In an industry such as the food industry, innovation is key for retaining customer satisfaction and this is something that a restaurant like the Bunga Bunga Covent Garden has been able to do primarily because of the wide use of social media by its target customers. Those who have dined at the restaurant once or more than once have made use of social media channels like Facebook and Instagram to post about what it is that they liked and what it is that they did not like about the food whichtheyconsumedatBungaBungaCoventGardeninthecityofLondon. Consequently, it has not been too difficult for the restaurant authorities to arrive at an understandingofthetypesoffoodsonitsmenuthataregoingdownwellwith
56BUNGA BUNGA COVENT GARDEN customers and which are the ones that are not (Shareef et al. 2019). This in turn has helped restaurant authorities to arrive at a decision as to whether or not they should retain certain dishes on the menu or whether they should include new items in order to regain the interest of customers or to capture and retain the interest of customers who are already happy with the food that is being served at the restaurant. Important decisions pertaining to the outcome of the business have been facilitated by social media channels like Facebook, Twitter and Instagram which are widely used by the target audience of this business and which they make use of to post feedback and opinions regarding the food that is served at the restaurant quite readily. The restaurant managers simply have to log into the social media pages of the restaurant to get an understanding of what existing clients think or feel about the products and services that are currently being offered and whether there are any improvements that need to be made in this respect. The likes and the follows that the social media pages of the business receive from customers also serves as an indication of how much the food at the restaurant is being favored or liked by customers or whether the restaurant happens to be lagging behind in such an area. The easy and convenient communication that is facilitated through the use of social media is also something that has benefited a business like Bunga Bunga Covent Garden. People who have paid a visit to the restaurant and who have liked the services on offer over here have taken recourse to the use of social media to post important feedback regarding their experiences, and in doing so they have also recommended the restaurant to their near and dear ones (Karjaluoto 2015).This in turn has resulted in a greater amount of popularity for the restaurant thereby leading to good business. People have visited the restaurant in large numbers upon hearing from other people abouthowgoodthefoodandtheambienceisoverhereandmuchofthis communication has taken place over social media, given how widely people make use of social media for such purposes these days (Duffett 2017). Acquiring endorsements for the business is something that Bunga Bunga Covent Garden has also managed to acquire through social media channels, which again is indicative of the fact that social media and its use has proven to be largely beneficial for
57BUNGA BUNGA COVENT GARDEN this business. Potential financiers have endorsed the enterprise and have offered funding for the development of this restaurant into something that is bigger and better because of the wide scale popularity that the restaurant has managed to achieve over social media. The popularity of the restaurant has and can in the future lead endorsers to believe that this restaurant is one that is worth promoting. Social media has impacted a business like Bunga Bunga Covent Garden by allowing the business to post regular updates about the products and services that it offers. Since the use of social media is easy and it can be accessed at any given time, it does not take the restaurant authorities a lot of time and energy to post important news and information about new foods that are introduced as part of its menu or the new programs and events that are held at the restaurant for the entertainment and the benefit of its customers. The administrators of the restaurant happen to log onto the social media pages of the restaurant to post news and information in this respect as and when it is deemed as necessary and the response to such events appears to be positive in nature for the most part. People who visit social media often, and who are based in the city of London and who also like to dine out very regularly, get to view such news and information after reading which it becomes easy for them to take a decision as to whether or not they would like to visit the restaurant any time soon. Apart from news and information about food, pictures of some of the tentative foods that are likely to be offered at the restaurant in the near or even in the distant future are posted on the social media pages of the restaurant which in turn gets customers all the more eager to visit the restaurant and try out this new food or experience the new events to be held here as and when they occur. Advertising is made quick and easy through the social media channels for a business like Bunga Bunga Covent Garden. Finally, one of the most crucial of ways by which social media has impacted a business such as Bunga Bunga Covent Garden is the fact that it has allowed the businesstoadvertiseitsservicesanditsfoodinparticularwithoutmakingany investment for this purpose at all. The use of social media is free and easy and it has been possible for Bunga Bunga Covent Garden to create pages about the business on social media sites without paying any money to do so and thus it has been able to
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58BUNGA BUNGA COVENT GARDEN promote its business very effectively for free (Shao et al. 2016). Also, the fact that knowledge dissemination is something that takes place in a quick and easy manner through social media channels such as Facebook, Twitter and Instagram has led the restaurant to spread important news and information about its food and other services in a very quick and convenient manner (Ahmad et al. 2016).The business owners have not had to wait for days, weeks and months for awareness to be generated about what the business has to offer. It has been able to do this in just a few quick seconds because of the quick ways by which knowledge or information gets percolated through the use of social media (Gainsbury et al. 2016). In the final analysis, it can be concluded that social media has had a positive impact on the Bunga Bunga Covent Garden. Social media has put the business owners in a position to spread ideas and information about its products and services in the quickest possible way. Business owners also have not had to make heavy investments in order to use social media for the promotion of the business and the fact that it has chosen social media for marketing and promotion has proven to be largely successful for the business rather than ineffective. It is a fact well known that people make use of social media channels on a regular basis and that social media is far more popular for thecommunicationofideasandeventsratherthananyotherformofmedia (Zimmerman2015).Hencespreadinginformationaboutthebusinessamong prospective customers is something that the business owners have been able to do with ease and efficiency and it has also not hurt their pocket in any way at all, given that the use of social media is free for the most part, even if it is being made use of extensively for the purpose of business promotion. Social media has also given the target audience of the customers the scope to make their thoughts and opinions about the business known to people in their inner circuit and also to a wider circle (Carlson and Lee 2015). Upon visiting the restaurant, customers have immediately logged onto the social media pages of the restaurant to mention what it is that they liked and what it is that they perhaps did not like about the food that they tried out at the restaurant. For those who liked the food that was offered at the restaurant, possible recommendations were made which resulted in a greater turnout at the restaurant. Even for those who do not like the food that is served at the restaurant, the business’s presence on social media gives
59BUNGA BUNGA COVENT GARDEN such customers the scope to make known what it is that they did not like about the ambience here or the food that is served over here (Ismail 2017). This is also useful for the business owners and the managers of the restaurant as it informs them about the various areas that they can improve upon with respect to the services that they offer and consequently improve restaurant turnout inthe future. Finally, it is crucial to remember that the presence of this business on social media has led to the website of the business being viewed very frequently. More and more people have accessed the official site of the restaurant by visiting the social media pages of the restaurant and this in turn has led to the website of the company gaining a lot of traffic. This is very vital for the growth and development of this business as the website contains key information about the restaurant and its services and the more people who visit the website, the greater will be the awareness that is spread about the restaurant (Al-Awadhi and Al- Daihani 2019).
60BUNGA BUNGA COVENT GARDEN 5.4 Conclusion Therefore, this chapter highlighted the outcomes of the study which had been undertaken in regard to the overall studies and additionally, a section was dedicated to the Discussion whereby the importance of the outcomes have been discussed and the manner in which the Social media marketing tends to have an impact on the operations of the firm and leads to the long term success of the organization.
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61BUNGA BUNGA COVENT GARDEN Chapter 6: Conclusion and Recommendations 6.1 Overview Therefore, from the above analysis, it can be rightfully mentioned that, the social media marketing has taken up the marketing domain by storm and exposed the different organizations to a large number of avenues which can be successfully made use of by them in order to succeed in the long run and be successfully able to ensure that they are successful in gaining a large market share. The Bunga Bunga Convent Garden can be understood to be one of the best restaurants and lifestyle places in the United Kingdom but it had been acing certain limitations due to the fact that it was not able to gain popularity regarding the brand name. Additionally, although the place is very good and the services provided were exceptional in nature, due to subdued popularity it is not being able to achieve the kind of success which the firm deserves. Hence, it is in relation to this that the organization needed to understand that it was required to adopt the social media marketing as a tool for success in the future. Hence, it can be mentioned that the paper followed a comprehensive format whereby the first chapter laid the background of the paper and also threw light on the research objectives and the research questions. Additionally, the problem statement which was identified along with the overall analysis was also identified accordingly. The second chapter discussed the review of literature which highlighted the manner in which the different operations of the organization are largely affected by the social media. Additionally,themannerinwhichthesocialmediauseisaffectedin organizationsandthemannerinwhichthereexistscertainfactorswhichaffect organizational success were also discussed adequately.The third chapter discussed the various research techniques which have been adopted by the paper and can be used to find the impact of the social media marketing on the overall operations of the firm. The justification for each of the chosen tool had also been provided. Along with this, the fourth chapter discussed the ways in which the outcomes of the research turned out to be relating to the manner in which through the statistical tools it was found
62BUNGA BUNGA COVENT GARDEN that social media and organizational success are strongly related to one another. Lastly, the fifth chapter provided a set of outcomes which were achieved from the research and this was followed by the discussion of these outcomes. In the next section, certain recommendations will be essentially provided which will help the Bunga Bunga Covent Garden in gaining popularity by using the social media as a tool. 6.2 Linking to Objectives The study which has been undertaken needs to be aligned with the research objectives of the paper. Hence, in this section, the findings of the study will be aligned with the objectives and it has to be measured whether the study has been successful in meeting the overall objectives which had been set out initially. 1.To understand the role of social media and understand the manner in which it will have an impact on the performance of Bunga Bunga Covent Garden. This objective was achieved by undertaking an analysis of the concept of Social media marketing in the Review of Literature. The literature of review threw light on the manner in which the social media marketing is being popularly used by the different firms around the globe and it also assisted in understanding how the social media market helps in bring about the overall success of the different organizations. The social mediamarketinghasbecomeaconsiderablypopulartoolandtherefore,the understanding of the tool would assist in understanding how it can be essentially applied in an organization and will contribute towards the understanding of the fact that the social media marketing brings about long term benefits for the firm. 2.To analyze the role of social media in a business and examine how it shall impact the overall performance of the firm Using the Literature review the role of social media in a business could be assessed. The Literature review assessed in understanding the manner in which the social media has a very key role to play in the business environment and also defined the various ways in which the operations of a business are greatly highlighted by the social media activities of the business. Hence, it was found that the social media needs
63BUNGA BUNGA COVENT GARDEN to be used by the different organizations in order to ensure that, they will successfully be able to succeed its objectives and achieve the overall goals. 3.To find the relationship between the social media marketing and the performance of the firm. This objective was largely achieved by the fourth chapter which assisted in findingtherelationshipwhichexistedbetweentheIndependentvariableandthe Dependent variable. Hence, in this chapter of the study, the regression analysis was conducted and in regard to this, the hypothesis was tested which assisted in verifying the relationship which tends to exist between the dependent and the Independent variable. In addition to this, the chapter also conducted an analysis of the correlation between the different variables which tend to exist. 4.To provide recommendations based on the manner in which the business will be able to improve its overall operations. To achieve this objective of the paper, the next chapter will be presenting an overall analysis of the recommendations which can be used by the organization in order to attain its overall objectives. 6.3 Research Limitations The limitations of the research can be outlined as follows: The research made use of the quantitative analysis to prove the objectives of the study. Hence, the use of the qualitative analysis was not made. In regard to this, it needs to be understood that, the research can be stated to be limited in the sense that it did not make use of any qualitative technique of analysis. Moreover, the data was collected using the primary methods of data collection only and the secondary method of data collection was not made use of.
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64BUNGA BUNGA COVENT GARDEN 6.4 Recommendations There are a number of reasons why social media is should be utilized by the Bunga Bunga Covent Garden in London, for the promotion of its business. They are as follows – Bunga Bunga Covent Garden will find most of its target clientele situated on social media. Social media is a platform that is used by people for the purpose of communication in each and every part of the world and London in the United Kingdom is no exception in this respect. Through the use of social media, Bunga Bunga Covent Garden will be able to locate its target audience far more easily and quickly (Tuten and Solomon 2017). The use of social media is a cost effective option for a thriving business like Bunga Bunga Covent Garden, primarily because it does not have to make any investment in order to use social media for its marketing and its promotional activities. Social media platforms like Facebook, Instagram and Twitter or even YouTube for that matter can be used by this business enterprise quite readily for the promotion of its food and services, without having to spend any money for this purpose, while reaching out to a wide target audience at the same given time (Felix et al. 2017). Customers are likely to be far more responsive to messages that are sent to them via social media channels than they will be if contacted over the phone, or through SMS. Social media as mentioned before is widely used by people of all over the world including in London in the United Kingdom. Bunga Bunga Covent Garden will be in a position to get regular feedback from its customers for its food and related services via social media especially through platforms like Facebook which people make use of on a regular basis and through which they are likely to instantly provide opinions and suggestions concerning the food that they have tasted at Bunga Bunga Covent Garden and or the type of ambience that prevails at this restaurant (Ashley and Tuten 2015). Through the use of social media, Bunga Bunga Covent Garden is going to be able to market its services quite effectively to customers who are in the age
65BUNGA BUNGA COVENT GARDEN group of eighteen to twenty four years because people who belong to this age group are seen to frequent social media channels very frequently. Bunga Bunga Covent Garden will be able to do a successful job of advertising its business among the youth of London therefore if it takes recourse to the use of social media for its marketing and promotional activities (Godey et al. 2016). Increasing brand recognition is something that Bunga Bunga Covent Garden is going to be able to do when it opts for the use of social media to market its business. This is largely due to the fact that social media channels present users with the scope to market and present content in many novel forms, which in turn is something that Bunga Bunga Covent Garden can utilize to give a new voice and image to its business, making it come across as new, unique and exciting for customers (Stephen 2016). Increasing inbound traffic to the website of the company is something that Bunga Bunga Covent Garden is going to be able to achieve when it opts for the use of social media for its marketing and promotional activities. Those who visit the social media pages of the business will come across links to the business website, and many such visitors are likely to click on these links to know more about the restaurant and the food and other services that it is seen to make available to customers, thus increasing the inbound traffic to the official website of the business (Chang et al. 2015). Specific types of audience are those that the business is going to be able to reach out to when it makes use of social media for its marketing activities. Bunga Bunga Covent Garden can for instance reach out to lovers of spicy food, exotic foods and or unique forms of carnivorous food when it utilizes social media channels to promote its business. To cater to the interests of specific customers or to reach out to them easily would be difficult to do using conventional modes of marketing and advertising such as through print media, SMS alerts or even email alerts (Zhu and Chen 2015). Search engine rankings can be significantly improved by the Bunga Bunga Covent Garden for its website if it opts for the use of social media for the marketing of its business. If customers get to know about the business through
66BUNGA BUNGA COVENT GARDEN social media, they will get the opportunity to post likes or follow the pages of the business, and will likely end up paying more than one visit to the website of the company which in turn will increase the inbound traffic to the website of the company. The greater the number of visits to the website, the more easily is the website of the company likely to rank on important search engines like Yahoo and Google (Dwivedi et al. 2015). Targeting as well as re-targeting ideal audiences is something that the Bunga Bunga Covent Garden is definitely going to be able to do through the use of social media. It will be able to locate the ideal people to visit the restaurant with efficiencywhenitchoosestousewidelyusedsocialmediaplatformslike Instagram and YouTube and even Facebook and can continue to pursue this target audience with information about new foods and related services in the near future (Ashley and Tuten 2015). Finally, one of the most important reasons why an enterprise like Bunga Bunga Covent Garden should not hesitate to make use of social media for marketing and promotional activities is the fact that it can use such platforms to disseminate information about its food and related products, whether existing or new in a very quick and easy manner. Knowledge dissemination takes place with the greatest degree of efficiency through the use of a social media platform like Facebook or Youtube or even Instagram for that matter, something that will prove to be very convenient for a thriving business like Bunga Bunga Covent Garden (Stephen 2016). 6.5 Future recommendations Hence, in the future, the second step if this research may be to find the impact of social media on organizational success with the help of secondary and qualitative analysis. The researcher may aim to combine these studies in the long run to present a comprehensive study.
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67BUNGA BUNGA COVENT GARDEN Chapter 7: Personal Development Skills before this project Before I commenced with this project, the different skills which I possessed were as follows: 1.Good communication skills 2.Presentation skills 3.Analytical skills 4.Interpersonal and other soft skills Skills after this project However, undertaking this project has exposed me to a large number of skills which can be essentially identified as follows: 1.Research skills 2.Writing skills 3.Time management skills 4.Data collection skills 5.Data analysis skills 6.Organizational skills 7.Professional conduct 8.Subject knowledge about social media marketing
68BUNGA BUNGA COVENT GARDEN References Ahmad, N.S., Musa, R. and Harun, M.H.M., 2016. The impact of social media content marketing(SMCM)towardsbrandhealth.ProcediaEconomicsandFinance,37, pp.331-336 Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N.I. and Mohd Shuib, N.L., 2015. FactorsinfluencingtheuseofsocialmediabySMEsanditsperformance outcomes.Industrial Management & Data Systems,115(3), pp.570-588. AlAwadhi,S.andAl-Daihani,S.M.,2019.Marketingacademiclibraryinformation services using social media.Library Management,40(3/4), pp.228-239. Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature review and implications.Psychology & Marketing,33(12), pp.1029-1038. Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement.Psychology & Marketing,32(1), pp.15-27. Bernard, M., 2016. The impact of social media on the B2B CMO.Journal of Business & Industrial Marketing,31(8), pp.955-960. Bresler, L. and Stake, R.E., 2017. Qualitative research methodology in music education. InCritical Essays in Music Education(pp. 113-128). Routledge. Bungabunga.com2019.BungaBunga[online].Availableat: https://www.bungabunga.com/about-bunga-covent-garden/(Retrievedon:04.June 2019). Carlson, A. and Lee, C.C., 2015. Followership and social media marketing.Academy of Marketing Studies Journal,19(1), p.80. Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion, and message diffusion in social media marketing.Journal of Business Research,68(4), pp.777-782.
69BUNGA BUNGA COVENT GARDEN Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion, and message diffusion in social media marketing.Journal of Business Research,68(4), pp.777-782. Dahl, S., 2018.Social media marketing: Theories and applications. Sage. Duffett, R.G., 2017. Influence of social media marketing communications on young consumers’ attitudes.Young Consumers,18(1), pp.19-39. Dwivedi,Y.K.,Kapoor,K.K.andChen,H.,2015.Socialmediamarketingand advertising.The Marketing Review,15(3), pp.289-309. Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing: A holistic framework.Journal of Business Research,70, pp.118-126. Gainsbury, S.M., King, D.L., Russell, A.M., Delfabbro, P., Derevensky, J. and Hing, N., 2016. Exposure to and engagement with gambling marketing in social media: Reported impactsonmoderate-riskandproblemgamblers.PsychologyofAddictive Behaviors,30(2), p.270. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior.Journal of business research,69(12), pp.5833-5841. Gupta,K.R.andGupta,M.P.,2017.Businessstatistics.AtlanticPublishers& Distributors. Hassan, S., Nadzim, S.Z.A. and Shiratuddin, N., 2015. Strategic use of social media for smallbusinessbasedontheAIDAmodel.Procedia-SocialandBehavioral Sciences,172, pp.262-269. Humphries, B., 2017.Re-thinking social research: anti-discriminatory approaches in research methodology. Routledge. Hyder, S., 2016.The zen of social media marketing: An easier way to build credibility, generate buzz, and increase revenue. BenBella Books, Inc.
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70BUNGA BUNGA COVENT GARDEN Inceptiongroup.com2019.BungaBunga[online].Availableat:https://inception- group.com/about/(Retreived on: 04. June 2019). Inceptiongroup.com2019.BungaBunga[online].Availableat:https://inception- group.com/venues/restaurant/bunga-bunga/(Retrieved on: 04. June 2019). Ismail, A.R., 2017. The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness.Asia Pacific Journal of Marketing and Logistics,29(1), pp.129-144. Jones,N.,Borgman,R.andUlusoy,E.,2015.Impactofsocialmediaonsmall businesses.Journal of Small Business and Enterprise Development,22(4), pp.611-632. Karjaluoto, H., Ulkuniemi, P., Keinänen, H. and Kuivalainen, O., 2015. Antecedents of socialmediaB2B useinindustrialmarketingcontext:customers’view.Journalof Business & Industrial Marketing. Keegan, B.J. and Rowley, J., 2017. Evaluation and decision making in social media marketing.Management Decision,55(1), pp.15-31 Kumar, R., 2019.Research methodology: A step-by-step guide for beginners. Sage Publications Limited. Lee, N. and Peters, M., 2015.Business statistics using EXCEL and SPSS. Sage. Leung, X.Y., Bai, B. and Stahura, K.A., 2015. The marketing effectiveness of social mediainthehotelindustry:AcomparisonofFacebookandTwitter.Journalof Hospitality & Tourism Research,39(2), pp.147-169. Minazzi, R., 2015. Social media marketing in tourism and hospitality. Moro, S., Rita, P. and Vala, B., 2016. Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach.Journal of Business Research,69(9), pp.3341-3351.
71BUNGA BUNGA COVENT GARDEN Ngai,E.W.,Tao,S.S.andMoon,K.K.,2015.Socialmediaresearch:Theories, constructs,andconceptualframeworks.Internationaljournalofinformation management,35(1), pp.33-44. Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019.Business research methods. South Western Cengage. Rosskam, E., 2018. Using participatory action research methodology to improve worker health. InUnhealthy Work(pp. 211-228). Routledge. Sajid, S.I., 2016. Social media and its role in marketing. Shao, J., Li, X., Morrison, A.M. and Wu, B., 2016. Social media micro-film marketing by Chinese destinations: The case of Shaoxing.Tourism Management,54, pp.439-451. Shareef, M.A., Mukerji, B., Dwivedi, Y.K., Rana, N.P. and Islam, R., 2019. Social media marketing:Comparativeeffectofadvertisementsources.JournalofRetailingand Consumer Services,46, pp.58-69. Siegel, A., 2016.Practical business statistics. Academic Press. Silverman, D. ed., 2016.Qualitative research. Sage. Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.Current Opinion in Psychology,10, pp.17-21. Swani, K., Milne, G.R., Brown, B.P., Assaf, A.G. and Donthu, N., 2017. What messages to post? Evaluating the popularity of social media communications in business versus consumer markets.Industrial Marketing Management,62, pp.77-87. Taylor, S.J., Bogdan, R. and DeVault, M., 2015.Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons. Tuten, T.L. and Solomon, M.R., 2017.Social media marketing. Sage.
72BUNGA BUNGA COVENT GARDEN Wang,Z.andKim,H.G.,2017.Cansocialmediamarketingimprovecustomer relationship capabilities and firm performance? Dynamic capability perspective.Journal of Interactive Marketing,39, pp.15-26. Wiek, A. and Lang, D.J., 2016. Transformational sustainability research methodology. InSustainability science(pp. 31-41). Springer, Dordrecht. Zhu,Y.Q.,&Chen,H.G.(2015).Socialmediaandhumanneedsatisfaction: Implications for social media marketing.Business horizons,58(3), 335-345. Zimmerman, J. and Ng, D., 2015.Social media marketing all-in-one for dummies. John Wiley & Sons.
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73BUNGA BUNGA COVENT GARDEN Appendix Questionnaire
74BUNGA BUNGA COVENT GARDEN
75BUNGA BUNGA COVENT GARDEN Proposal MBM DISSERTATION PROPOSAL Student Name:Paulo Alexandre Cosme Vieira ProjectTitle:InvestigatingtheImpactofSocialMediaMarketingonthesuccessof organizational success. A case study of Bunga Bunga Covent Garden Topic: Investigating the impact of social media marketing on the success of organizational success. A case study of Bunga Bunga Covent Garden. Project Background: Rationale for selection The social media marketing can be considered to be a relevant part of the organization and with respect to this, it becomes considerably crucial for the business to ensure that, if they want to attain success in the long run then in such a case, they will be required to implement and adopt the different means of social media. In this manner, the business will derive several benefits which range from the increasing popularity of the business to thee increasing revenue as well. The benefits of social media marketing can be understood to be the increase in the overall brand awareness, the improved conversion rates of the organization, improved brand authority, cost effectiveness of the building and other related aspects like reduced marketing costs (Tuten and Solomon 2017). The inception group is a fun and creative group which was found back in the year 2009 by the entrepreneurs Charlie Gilkes and Duncan Stirling. The firm tends to operate a unique group of bars, restaurants, and club concepts in South West as well as the Central London. The Bunga Bunga as a business idea was developed by the business back in 2011 when the company was under the belief
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76BUNGA BUNGA COVENT GARDEN that, there were not enough options for the different countries to enjoy their dinner. Hence, the Bunga Bunga came up as an Italian option whereby the different customers can enjoy a drink, be entertained under one roof. The business which shall be the focus of the project was opened in 2016 whereby the business expanded its operations in Bunga Bunga (Inceptiongroup.com 2019). The business was largely inspired by the neighborhood back street Italian bar and Pizzeria. The business tends to offer the different customers with a delicious range of pizzas, homemade pastries and other simple regional dishes as well. The Bunga Bunga Convent Garden can be accessed only through the meat locker of BungaTINI (Inceptiongroup.com 2019). Hence, the primary objective of the project can be stated to be to examine the overall role of social media marketing on the success of the Bunga Bunga Covent Garden. The given project shall be helpful for the garden as it will assist in determining whether the garden will be able to attain its overall objectives or not. In addition to this, it will assist the business by providing certain recommendations which will then go a long a way in ensuring that the business will be able to expand its overall operations and the manner in which the revenue will improve (Bungabunga.com 2019). The project will throw light on the current performance of the business on a whole, the mediums and techniques of social media which can be adopted by the business and the manner in which different firms often tend to make use of the social media in order to improve their operations. Additionally, through this procedure the business will be able to understand the manner in which they will be able to improve their overall operations and ensure success with respect to the same. The overall impact of the project for the operations of the firm can be stated to be as follows: 1. The business will be able to improve its overall operations and realize the overall importance of marketing which will then go a long way in assisting the business to understand the different mannerisms in which it will be able to perform well. 2. The business will then be able to apply strategies to improve the overall social media standing of the organization. 3. Additionally through this initiative, the firm will be able to ensure success amongst the customers alike in the long run.
77BUNGA BUNGA COVENT GARDEN Literature Review: Social media marketing The social media marketing can be understood to be the use of various platforms as well as the websites by different businesses in order to promote a particular product or a service. Although it can be understood that digital marketing and the e-marketing are still very popular in the academia, the social media marketing has become a useful tool for all the practioners as well as researchers alike. A majority of the social media platforms which are made use of by the business tend to have a built in analytical tool which helps the companies to track the progress of the firm in terms of the different advertisement campaigns which take place. According toStephen (2016), the different companies as present in the business environment tend to address a large number of stakeholders in order to attract the different customers towards the overall operations of the business and the general public as well. In addition to this, it is required to be understood by the business that, on a strategic level the tools of the social media marketing are generally used to manage the overall marketing campaign, setting the scope and to communicate the overall culture of the firm. When the organization makes use of the social media marketing, then in such a case, it allows the customers as well as the internal users to connect with the company. In addition to this, when making use of the social media, the firm will be required to make use of certain strategies which shall enable them to ensure success in the long run (Chang, Yu and Lu 2015). Strategies for engaging social media as a marketing tool
78BUNGA BUNGA COVENT GARDEN The different strategies which can be largely made use by the business in order to engage the social media as a prominent strategy of the business can be understood to be as follows: Passive approach The social media can be understood to be a useful source of marketing information and also can be used in order to understand the overall perspectives of the consumers.The blogs, content communities as well as the forums and other platforms are the main areas where the different individuals tend to share their overall reviews as well as the recommendations of the services, brand and the product as well (Zhu and Chen 2015). In line of this, it is important to understand that, the different Businesses need to make use of this perspective and analyze the voices of the different customers received so as to ensure that they will be able to use and apply it in their daily business domain. This is different from the traditional market research methods such as the surveys, focus groups and the data mining which are generally very time consuming as well as costly in nature. In line of this, according toDahl (2018),it is important to understand that, the social media helps to obtain real time information on the areas of consumer behavior, viewpoints on the overall brand of the company and products as well. In addition to this, it will be useful for the firm to adopt the highly dynamic as well as competitive and fast paced environment. Active approach The social media can be understood to be making use of the direct marketing as well as the public relations tools, however, the operations of the firm is not only related to that and in line of this, it has to ensure that, it is making use of other customer engagement tools as well. The technologies which generally tend to predate the social media comprise of the broadcast Television, the newspapers with the advertisement which tends to have a fairly adequate audience (Godey et al. 2016). Hence, there exist specific stereotypes which these mediums of advertising generally tend to follow but in line of this, it has to be understood by the business that, the social media as a tool can target the niche market as well. In addition to this, their advertisers tend to target the specific demographics who are generally interested in the social media marketing, political activism as well as video gaming. In line of this, it can also be understood that, the social media tools help in doing this by helping the different users to analyze the areas in which they are lagging and the other given strategies which the
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79BUNGA BUNGA COVENT GARDEN company is required to apply in the long run so as to ensure success. Moreover, the social media networking in various cases is often viewed as a great tool for avoiding costly marketing research which a firm generally engages in (Alves,Fernandes and Raposo 2016). In addition to this, the social media provides a short, direct as well as a fast way to reach out to an audience through an individual who is widely popular. In line of this, it can be understood that in case an influencer use on the side of the firm can also be understood to be a useful technique which can be largely used by the organization so as to ensure that they are successfully able to reach out to the friends and followers of the influencers and hence, make their product considerably popular in the masses (Hyder 2016). In line of this,italsobecomesconsiderablyimportantforthefirmtochoosetherightinfluencerasthe personality of the influencer may directly impact the overall operations of the firm in the long run (Minazzi 2015). The Facebook and Linkedin are largely used as social media platforms whereby the organizations can utilize the medium in order to hyper target the different customers as present. The factors affecting the Social media use in a business The different factors which generally affect the use of social media in a business can be largely understood to be the factors relating to the utilization of the medium at the workplace which shall then assist the firm in adopting the particular measure. The different factors which are present are as follows: 1. Usefulness: The usefulness of a social media marketing tool can be stated to be the manner in which the factor tends to fulfil the overall business and also determines the ways in which the social media tends to serve the purpose of the organization (Sajid 2016). In line of this, any business will be required to make use of the social media application only when they will be ensured of successfully achieving their operational goals. 2. Ease of Use: The ease of use of the social media tool can also be understood a relevant tool which influences the overall use of the social media as a medium. According to Kotler (2015), generally the social media is taken to be a very useful tool which is adopted by the organization in the long run. However, it has to be noted by the organizations that, very often the ease of use does not depict the usefulness of the tool. 3. Alignment with the Business objectives: Another factor which impacts the usefulness of the Social media as a tool can be understood to be the alignment of the Business objectives with the use
80BUNGA BUNGA COVENT GARDEN of the social media tool (Ashley and Tuten 2015). Very often the firm aims to mostly target the niche market and if the tool fails to target the niche market, then it cannot be considered to be effective to use. 4. Price: The price of the social media tool can be largely understood to be a crucial factor which shall have a long term impact on the overall operations of the firm and their choice of the tool which has to be used. In line of this, it also has to be understood that, the cheaper the medium is, the better it is for the firm. Impact of social media on the business The impact of the social media on the business organizations can be understood to be one of the crucial reasons, why a business may prosper in the long run and hence, it is important to analyze the impact of the social media on the operations of the firm.The impacts on the operations of the business can be stated to be as follows: A consistent brand image:In addition to this, the social media helps in bringing about a consistent brand image for the organization as it goes a long way in ensuring that the firm will be able to attain its overall objectives. Socialmedia for content promotion of the firm:The social media promotion can be considered to bring about adequate content promotion for the organization(Felix, Rauschnabel and Hinsch 2017). Tracking competitors: The social media also helps the organizations to track the different competitors of the firm. Crisis management:In addition to this, the crisis management of the organization can be easily managed by the social media by spreading around the information faster.
81BUNGA BUNGA COVENT GARDEN Research Aim (s): The research aims to investigate into the various social media tools as well as the techniques which are available for the use of the business and in line of this, conduct a research on the role of social media in improving the performance of the business Bunga Bunga convent garden. The firm is a popular place in the United Kingdom and hence, it can benefit greatly by making use of the social media as a popular tool. In line of this, it also has to be understood that, the different recommendations shall be provided to the organization which will then assist them to improve their overall performance in the long run. Research Objectives: 1. To understand the role of social media and understand the manner in which it will have an impact on the performance of Bunga Bunga Convent Garden. 2. To analyze the role of social media in a business and examine how it shall impact the overall performance of the firm 3. To find the relationship between the social media marketing and the performance of the firm. 4. To provide recommendations based on the manner in which the business will be able to improve its overall operations. Research Questions: 1.What is role of social media and how it will have an impact on the performance of Bunga Bunga Convent Garden? 2. What is the role of social media in a business and examine how it shall impact the overall performance of the firm 3. What is the relationship between the social media marketing and the performance of the firm? 4. What recommendations can be provided based on the manner in which the business will be able to improve its overall operations.
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82BUNGA BUNGA COVENT GARDEN Methodology: Research Philosophy The research philosophy which will be largely adopted for the given study can be stated to be based on the positivism approach. The positivism approach goes a long way in ensuring that a firm is successfully able to undertake and make use of the observations and scientific analysis which will help in making the overall research very accurate. This will help in making the role of a researcher limited to the collection and interpretation of data. Research approach The research approach which shall be largely adopted for the purpose of the study can be stated to be the deductive research approach. This means that, the researcher will be required to actualize and interpret the data as available in order to come to a conclusion regarding the hypothesis of the research. Research design The research design which shall be largely adopted for the purpose of the research can be understood to be descriptive in nature. The research shall heavily rely on the use of the literature and in line of this; it will also be required to relevantly make use of the information received from conducting the interviews which shall assist in ensuring overall success of the firm in the long run.
83BUNGA BUNGA COVENT GARDEN Data collection and analysis The process of data collection which shall be utilized for the purpose of the paper can be understood to be the quantitative analysis approach. The data will be collected from various experts using the medium of interviews and thereby their responses shall be analyzed critically. Moreover, a survey shall also be conducted which will help to analyze the overall role of social media and the impact it has on the overall operations of the firm and how can it contribute towards improving the overall operations of the organization. Sampling The sampling shall comprise of 50 respondents. The random sampling technique can be stated to be used by the firm which shall then assist in ensuring that, the overall data can be collected and analyzed adequately. The Google form will be largely used as a medium which will assist in ensuring that, the respondent data is collected and analyzed critically. Data analysis The quantitative analysis using bar graphs and charts will be made use of in order to analyze, the overall role of social media on the firm and how it can be used as a tool to improve the overall operations of the organization.
84BUNGA BUNGA COVENT GARDEN
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85BUNGA BUNGA COVENT GARDEN MBA Dissertation Key Activities (Milestones) Time-scale (Plan of action) Resources required (Equipment, software, personnel etc) Finalizing the topic1 monthInternet, assistance from professor. Collectingdatafromsecondary sources 2 weeksAccess to the internet, Journal and other sources. Formingalayoutoftheresearch work 1 weekProfessor assistance Conducting Literature review1 monthProfessor assistance, Access to the internet, Journal and other sources. Forming the research plan2 weeksAccess to the internet, Journal and other sources. Selectingappropriateresearch methodologies 1 monthAccess to the internet, Journal and other sources. Collectingdatafromprimary sources 1 monthGoogle forms and recorder. Analysis of collected data sets2 weeksMicrosoft excel Interpretation of collected data sets2 weeksAccess to the internet, Journal and other sources. Concluding the Study1 weekAccess to the internet, Journal and other sources. Designing a rough draft2 weeksProfessor assistance, MS word. Submitting the Final Work1 weekProfessor assistance, MS word.
86BUNGA BUNGA COVENT GARDEN First Line Supervisors confirmation that the project has been discussed at a supervisory meeting and inclusion of any comment: Name …………………………….....................……..date of meeting…………........................…………… Comments References Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature review and implications.Psychology & Marketing,33(12), pp.1029-1038. Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement.Psychology & Marketing,32(1), pp.15-27. Bungabunga.com2019.BungaBunga[online].Availableat: https://www.bungabunga.com/about-bunga-covent-garden/(Retrievedon:04.June 2019).
87BUNGA BUNGA COVENT GARDEN Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion, and message diffusion in social media marketing.Journal of Business Research,68(4), pp.777-782. Dahl, S., 2018.Social media marketing: Theories and applications. Sage. Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing: A holistic framework.Journal of Business Research,70, pp.118-126. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior.Journal of business research,69(12), pp.5833-5841. Hyder, S., 2016.The zen of social media marketing: An easier way to build credibility, generate buzz, and increase revenue. BenBella Books, Inc.. Inceptiongroup.com2019.BungaBunga[online].Availableat:https://inception- group.com/about/(Retreived on: 04. June 2019). Inceptiongroup.com2019.BungaBunga[online].Availableat:https://inception- group.com/venues/restaurant/bunga-bunga/(Retrieved on: 04. June 2019). Minazzi, R., 2015. Social media marketing in tourism and hospitality. Sajid, S.I., 2016. Social media and its role in marketing. Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.Current Opinion in Psychology,10, pp.17-21. Tuten, T.L. and Solomon, M.R., 2017.Social media marketing. Sage. Zhu,Y.Q.andChen,H.G.,2015.Socialmediaandhumanneedsatisfaction: Implications for social media marketing.Business horizons,58(3), pp.335-345.