Social Media Influence on Advertising Activities Within Retail Industry: A Case Study on Marks & Spencer
Added on 2020-12-29
24 Pages4879 Words320 Views
Research Project (PART B)
Table of ContentsResearch Title - “To examine the influence of social media on advertising activities within retailindustry: A case study on Marks & Spencer”..................................................................................1Chapter One: Introduction...............................................................................................................11.1 Research Aim and Rationale............................................................................................1Aim....................................................................................................................................1Rationale............................................................................................................................21.2 Research Questions..........................................................................................................21.3 Research Objectives.........................................................................................................21.4 Significance of the Research............................................................................................2Chapter Two: Literature Review--700.............................................................................................32.1 Introduction of Literature Review....................................................................................32.2 Main Body........................................................................................................................32.3 Conclusion of Literature Review......................................................................................4Chapter Three: Methodology--300..................................................................................................53.1 Research Philosophy........................................................................................................53.2 Research Approach...........................................................................................................53.4 Research Methodology.....................................................................................................53.5 Research Instrument/Tools...............................................................................................63.6 Sampling...........................................................................................................................63.6.1 Identifying Population..............................................................................................63.6.2 Sampling Strategy.....................................................................................................63.7 Ethical Implications..........................................................................................................63.8 Timescale..........................................................................................................................7Chapter Four: Findings (Data Analysis and Presentation)..............................................................7Chapter Five: Discussion (Data Interpretation).............................................................................10
Research Title - “To examine the influence of social media on advertisingactivities within retail industry: A case study on Marks & Spencer”Chapter One: IntroductionDigital technology basically changed the whole scenario of operating business atdomestic and international market. If it is talked about past three decades, it can be said thatdigital technology dramatically changed traditional business models and transformed businessactivities (Brettel and et. al., 2015). Along with this, technology has provided businesses with awealth of choice and opportunity which has helped companies in making existing products andservices much more fruitful that could help in enhancing profit margins. In present time, socialmedia has been considered as one of a crucial approach which helps business organisation inpromoting products and services within retail industry. A range of promotional activities likecommunication, marketing, promotion, operation and more helps in enhancing profit margins inspecified time frame. In present investigation, researcher has chosen the topic related to socialmedia where he will look into the influence of social media on advertising activities within retailindustry.Firm which has been chosen in present case i.e. Marks and Spencer which was found inthe year of 1884 and it was opened by Michael Marks and Thomas Spencer the first store inLeeds. Organisation has faced issues related to its existing products and services because theycame onto a position of no loss, no gain. This made them think over the marketing department inorder to build up a whole new strategy through which they can promote products and services atwider area for a longer period of time (Cao and Li, 2015). Through this, there sales could directlybe enhanced in specified time frame and for this company has chosen social media as the tool topromote products and services at international level. 1.1 Research Aim and RationaleAimAim of present investigation is “To examine the influence of social media on advertisingactivities within retail industry: A case study on Marks & Spencer”.1
RationaleBasic reason behind choosing this topic for investigation is that, social media have beenone of a crucial business subject which is needed to be studied in specified time frame. In presenttime, social media is basically consist with a range of factors, which could be considered as areasthat are untouched. On the other hand, another vital reason for selecting the social media is thatfrom last few years this marketing approach has build curiosity among business organisations asit is cheap and helps in collecting interest of investigator (Duffy, 2016). Researcher desires toconduct deep study for gather information and deep knowledge regarding the social media andits significance upon the marketing and advertisement activities. Research worker requiredacknowledging the knowledge that how social media influence advertisement activities and howit will helpful to Marks and Spencer in promoting product and services. In order to understandthis concept of social media and its impact on advertisement, researcher has selected the presenttopic.1.2 Research QuestionsWhat is the concept of social media and why it is important for business organisation ?What are the advantage and disadvantage of social media ?To assess the effect of social media on the advertising activities in retail industry1.3 Research ObjectivesTo understand the concept of social mediaTo analyse the advantage and disadvantage of social mediaTo assess the effect of social media on the advertising activities in retail industry1.4 Significance of the ResearchOver the years, social media tools like Facebook, Instagram and more has helpedbusiness organisations in reaching to an all new level. This took place because public interest ismore going towards social media as it helps them in connecting with the people even when theyare away from them. This has been considered as one of a crucial advantage which has beengrabbed by companies like Marks and Spencer to reach to an all new level where they can targetcustomers with different range of products and services that they have produced in order to fulfilrequirements.2
Chapter Two: Literature Review--7002.1 Introduction of Literature ReviewLiterature review refers to scholar paper that involves present knowledge and findings onthe particular topic. In this, investigator collects information from the point of view of differentauthors. With reference to present study, investigator have presented knowledge on social mediaand its related topic perspective of different authors. This will contribute in identifying valuableoutcome for this study. 2.2 Main BodyConcept of social mediaAccording to the thoughts presented by Dollarhide, M., (2019), It can be said that Socialmedia is computer oriented technology which allow users to share their views, thoughts, ideasand information with their belonging ones and general public that comes in community. It alsohelps individual in becoming social with community and also allows them to get quick accesstowards them with internet based electronic support. Social network sites can be used byindividuals through many mediums like mobile phone, smartphones, tablets, laptop, computer,web application and many other forms.Along with this, the same author have also stated that at the initial time the concept ofsocial media was only limited to the medium through which families and friends can interactwith each other in interesting manner (Grewal and et. al., 2016). But later on with the changing,the same concept have been transferred towards businesses as it will help them out incommunicating with their customers in better manner. In addition to this, it will support businesspersons in promoting their products and services through social media effectively so that theycan build up customer base in ease. It will also influence interest of customers and persuade themto buy same product and service which are offered by the company. It has been seen that atglobal scale total users of social media are around 3 billion which seems to look as the bigopportunity for business organisation as they are able to approach this much number of peoplethrough single platform.Advantage and disadvantage of social mediaAs per the point of view of author named as Ahmad, B., (2016), it has been analysed thatsocial media is growing day by day rapidly, this is because technology is also growing at fastest3
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