Analyzing the Usage of Social Media as an Effective Marketing Tool: a Case Study of Millya Group

Running head: SOCIAL MEDIA
Millya Group
Analyzing the usage of Social Media as an effective marketing tool: A case
study of Millya Group
Research Proposal
3-30-2020

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Table of Contents
Introduction................................................................................................................................2
Research Question..................................................................................................................2
Aim and Objective..................................................................................................................2
Literature review....................................................................................................................2
Research Methodology...........................................................................................................3
References..................................................................................................................................4

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Introduction
In today’s technology-driven market, social networking platform has been placed as the
avenue where different business can extend their campaigns of marketing to a broader range
of the customer (Bashar, Ahmad and Wasiq, 2012). Social media marketing is said to be the
link between customer and brand providing a personal channel for social interaction. This
proposal is focusing on the use of social media as the effective form of marketing because it
has a wider range and requires a low cost. The paper is giving major thought to the usage of
social media by Millya Group.
Research Question
 Explain the concept of social media?
 Define the different between traditional marketing and social media marketing?
 How Millya Group is using social media as an effective tool for marketing?
Aim and Objective
The proposal aims to identify and analyze the usage of Social Media as an effective tool of
marketing by taking into consideration the case study of Millya Group. To meet this aim,
some objectives are identified that are discussed below:
 To explain the notion of Social Media.
 To present the argument related to the difference between social media marketing and
traditional marketing.
 To analyze the usage of social media as the tool of marketing by Millya Group.
Literature review
Social media is one of the effective platforms that enable the user to share and create or to
take part in social networking (Funk, 2011). Today, businesses make use of social media for
the promotion of their services on different platforms because it holds the capability to reach
maximum customers quickly in comparison to traditional media. Besides this, it can also

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measure the number of customers visited the site but in the case of traditional media, it is not
possible to analyze how many people read the ad in the newspaper or heard about the product
on radio (Barefoot and Szabo, 2010).
Millya Group is making use of Social media marketing along with traditional media to
increase the awareness and customer range in the market. The company is effectively using
social media marketing through the use of different platforms like Facebook and Instagram
(Millya Group, 2020). This has not just supported the company in presenting its services but
has also enabled the company to provide quick and easy access to the customers of its
products and services. Besides this, the adoption of marketing through social media is cost
effective as well as less time-consuming.
Research Methodology
To gather the data for this research topic, the use of secondary method and primary method of
data collection will be done. Secondary data will help in identifying the findings and opinions
published by different authors and scholars related to similar research topic. Besides this,
primary data is a fresh data that is collected to identify the present situation related to the
topic (Helen, 2013). A literature review is the research strategy that will be used as the
research strategy for gathering secondary data (Robson, 2020). The sources that will be used
are journals, books, websites and annual reports of company, articles, etc. In addition to this,
for the primary research, interview as the research strategy will be selected for understanding
the opinion of the employees of Millya Group about the benefits and usage of social media
marketing for the business. Furthermore, the content analysis method will be used as the data
analysis method for this research.

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References
Barefoot, D., and Szabo, J. (2010) Friends with Benefits: A Social Media Marketing
Handbook 2nd ed. U.S: No Starch Press.
Bashar, A., Ahmad, I., and Wasiq, M. (2012) Effectiveness Of Social Media As A Marketing
Tool: An Empirical Study. International Journal of Marketing, Financial Services &
Management Research, 1(11), 88-92.
Funk, T. (2011) Social Media Playbook for Business: Reaching Your Online Community with
Twitter, Facebook, Linkedin, and More 1st ed. U.S: ABC-CLIO.
Helen, K. (2013) Collecting Primary Data: A Time-Saving Guide 1st ed. U.S: Policy Press.
Millya Group (2020) The Project [online]. Available from Case Study [accessed 30 March
2020]
Robson, M. (2020) What is Literature?: A Critical Anthology 1st ed. U.K: John Wiley &
Sons.