Business Research Reports Assignment

Running head: BUSINESS RESEARCH REPORT
A study on the impact of social media marketing on brand equity in the case of Marks & Spencer

BUSINESS RESEARCH REPORT 2
Executive summary
The main aim of this investigation is to identify impact of social media marketing (SMM) on
brand equity in case of Marks & Spencer. This investigation evaluated that maintaining brand
equity is a key issue for online fashion retail company hence SMM activities should be
implemented to improve brand equity. It is found that there are several steps for conducting
the quantitative and qualitative research proposal.
It is illustrated that in this investigation, a mixed research design will be used for completing
the research objectives because it considers the features of both quantitative and qualitative
investigation. It is demonstrated that both primary and secondary data gathering methods will
be implemented to collect information regarding research problem. Along with this, it is
addressed that the statistical data analysis technique would be used for analysing collected
data.

BUSINESS RESEARCH REPORT 3
Table of Contents
Executive summary..................................................................................................... 2
1. Introduction: introduce the research problematization that underlies your choice of topic and its
background or connection to the relevant literature/evidence...................................................4
2. Overall research aim(s)/objective(s) and research question(s)...............................................5
3. Discussion of the steps followed and the value of using a Quantitative research proposal............6
4. Discussion of the steps followed the value of using a Qualitative research proposal.................10
5. Critical evaluation: justification and reflection on the most suitable research approach.............11
References.............................................................................................................. 15

BUSINESS RESEARCH REPORT 4
1. Introduction: introduce the research problematization that underlies your choice of topic
and its background or connection to the relevant literature/evidence
The fashion wear sector is the world's competitive and dynamic market. In the UK, the retail
market is progressively transforming into the industry. Fashion-wear online retail in this
business represents a significant percentage of this demonstrating significant potential for
future growth. This industry is perceived to be a particularly feasible industry for SMM as it
is full of tackiness as well as, pageantry that an individual could openly talk (Jayasuriya,
Azam, and Ferdous, 2017).
This is a sector that is highly esteemed based on the high brand assets. Social media
marketing is used as a means of creating a brand equity fashion brand. Currently, social
media is increasingly evolving and becoming the most stable platform for communicating
and keeping updated about goods and services (Alexander and Nobbs, 2020).
For fashion brands, performing business as well as interacting with consumers through
Facebook is regarded as business sell-off technique. Facebook platform is two-way
networking between consumers and brands such as friends help marketers to create good
consumer relationships and reduce misconceptions and biases. Hence, more effective and
two-way social media began to dominate the world when ancient-fashioned one interaction
shifted apart (Spackman and Larsen, 2017).
Social media enables marketers to offer custom-made messages to their targeted consumer
segments after evaluating them dependent on requirements needed. Increasing spending time
on Facebook by consumers and the low cost integrated with Facebook interaction further
improve their success for retailing fashion-wear (Colicev, Malshe, and Pauwels, 2018).
As a result, it is possible to observe the growing use of Facebook advertising in the fashion-
wear sector. So quantitative analysis of the impact of social media is highly important. This