Facebook and YouTube as a brand awareness tool Part 1: Research Design Proposal

RUNNING HEAD: Business Research
Use of Facebook and YouTube in electronics
industry as a brand awareness tool

Business Research 1
Table of Contents
Part 1: Research Evidence Review............................................................................................2
Introduction................................................................................................................................2
Research questions.....................................................................................................................4
Research objectives....................................................................................................................5
Literature review........................................................................................................................6
Conclusion................................................................................................................................11
Part 2: Research Design Proposal............................................................................................12
Introduction..............................................................................................................................12
Research questions...................................................................................................................14
Research objectives..................................................................................................................15
Research methodology.............................................................................................................16
Data analysis............................................................................................................................19
Ethical considerations..............................................................................................................20
Validity and reliability.............................................................................................................21
Timescale and Gantt chart........................................................................................................22
References................................................................................................................................24

Business Research 2
Part 1: Research Evidence Review
Research title: Use of Facebook and YouTube in electronics industry as a brand awareness
tool
Introduction
Revolution has taken in the business environment for spreading brand awareness in the
society. Organisations are focusing on the use of innovative approaches for the brand
awareness process. Social media platforms are being widely used by the different industries
as a brand awareness tool and marketing tool. Different industries have acknowledged the
importance of social media platforms as a brand awareness tool for the organizations.
Organisations are shifting from traditional to modern approaches or means for brand
awareness. It has been identified that there is a strong relationship between social media
platforms and brand awareness (Moses, 2016). Vodafone is focusing on enhancing the brand
awareness in the society for gaining a competitive advantage over the others in the electronics
industry. Competition in the electronics industry is rising due to which need arises to use
effective platforms for brand awareness and marketing of the products or services. Vodafone
is constantly focusing on exposing the brand for making the customers recognize the brand.
The term brand awareness can be defined as the ability of the customer to recognize the
brand. Spreading brand awareness can help the organization in enhancing the customer base,
well-informed customers or potential customers, familiar customers and provides positive
responses. Brand awareness is dependent on the external brand communication is done by the
organization. Facebook and YouTube are used by a large number of organizations for brand
awareness and making the customers aware of the organization and products or services
provided by the organization (Debono, 2013). This research program will provide knowledge
of the use of Facebook and YouTube as a brand awareness tool in the electronics industry.

Business Research 3
This research will also discuss the ways which can help in measurement of the impact social
media platforms Facebook and YouTube on the brand. This research will develop knowledge
of the factors which helps in the determination that whether social media platforms Facebook
and YouTube are creating an impact on brand awareness or not.

Business Research 4
Research questions
Research questions have been formulated so as to develop a base on the basis of which
information related to the research will be accumulated. These research questions are stated
below:
 What is the role or importance of Facebook and YouTube in spreading the brand
awareness in the society?
 What is the trend of use of Facebook and YouTube in the business environment?
 Which factors determine whether Facebook and YouTube create an impact on brand
awareness or not?
 Which challenges are being faced by the organizations of electronics industry while
using Facebook and YouTube for brand awareness?
 What are the benefits to the organization associated with the brand awareness?

Business Research 5
Research objectives
Research objectives define the scope of the research or the aspects which will be discussed in
this research for developing knowledge. Research objectives of this research are discussed
below:
 To develop knowledge of the role and importance of Facebook and YouTube in
enhancing brand awareness.
 To analyze the trend of use of Facebook and YouTube in the changing business
environment.
 To identify the factors which determine whether these platforms are creating an
impact on brand awareness or not.
 To identify the issues or challenges faced by the organizations while using Facebook
and YouTube for brand awareness.