KFC Customer Engagement and Social Media

This assignment examines KFC's use of social media to engage customers. It delves into respondents' perceptions of KFC's social media presence, their preferred content types, and the importance of regularity in posting. The questionnaire also explores how social media influences customer relationships with brands, addressing issues like negative experiences and company responses. Additionally, it investigates the impact of social media on brand image and customer interaction strategies.

DISSERTATION
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ACKNOWLEDGEMENT
I would like to thank my mentor for bottom of heart as they has provided me good
knowledge and effective support for conducting study effectively. I would like to express my
gratitude to friends, colleagues as well as family members who have guided me at ever step of
thesis. Through their support I was able to accomplish my dissertation in an appropriate manner.
In the series I would also like to state special thanks to my team members who have assisted in
collecting data and in analyzing it further.
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TABLE OF CONTENTS
CHAPTER- 1 INTRODUCTION ..................................................................................................5
1.1 Introduction............................................................................................................................5
1.2 Overview................................................................................................................................5
1.3 Rationale for the study...........................................................................................................7
1.4 Research aim and objectives..................................................................................................9
1.5 Research questions.................................................................................................................9
1.6 Significance of the study......................................................................................................10
1.7 Chapter structure..................................................................................................................11
CHAPTER- 2 LITERATURE REVIEW ......................................................................................13
2.1 Introduction..........................................................................................................................13
2.2 Concept and importance of social media marketing............................................................13
2.3 Working system of social media..........................................................................................14
2.4 Kind of social media marketing tools..................................................................................14
2.5 Effectiveness of social media marketing in enhancing the engagement among the customer
....................................................................................................................................................15
2.6 Strategy to position the social media marketing among customers.....................................17
2.7 Factors that should be considered for engaging customers.................................................20
2.8 Process of engaging customers through social media..........................................................21
CHAPTER- 3 RESEARCH METHDOLOGY .............................................................................24
3.1 Introduction..........................................................................................................................24
3.2 Research philosophy............................................................................................................24
3.3 Research approach...............................................................................................................25
3.4 Research design ..................................................................................................................26
3.5 Data collection.....................................................................................................................27
3.6 Sampling .............................................................................................................................27
3.7 Data analysis........................................................................................................................28
3.8 Reliability and validity of data.............................................................................................29
3.9 Research limitation..............................................................................................................29
3.10 Ethical consideration..........................................................................................................30
CHAPTER -4 DATA ANALYSIS ..............................................................................................32
4.1 Introduction..........................................................................................................................32
4.2 Qualitative analysis..............................................................................................................32
Chapter – 5 CONCLUSION AND RECOMMENDATION ........................................................44
5.1 Conclusion...........................................................................................................................44
5.2 Recommendation.................................................................................................................46
REFERENCES..............................................................................................................................48
APPENDIX ...................................................................................................................................52
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CHAPTER- 1 INTRODUCTION
1.1 Introduction
In this section, the researcher would be providing basis for the researcher through the
research background. Also it lays emphasis on research problem and offer direction to the
investigation by the means of research aim as well as objectives
1.2 Overview
The era of social media marketing has begun around ten years ago. The popularity with
respect to social media sites has spread among the business in form of strategies that can be used
by them (Stelzner, 2014). There is presence of greater number of organization who have attained
benefits through means of social media marketing. However there are certain companies that
hesitate in including social media within their marketing as they lack adequate amount of
information regarding the social media platforms, specifically in relation to its effectiveness. In
the present market the firms are dominated by the greater number of customers along with the
needs possessed by them. Now a days prior to making purchase of the products the customer
have the preference towards viewing the referrals, reviews on the Google investigation outcomes
or websites (Kumar and et.al., 2013). There is increase in significance of social media marketing
to a significant level for the sake of targeting wider customer base and expand the organizational
operations. The concept associated with social media marketing is regarded as action that drives
the traffic of the website through sites of social media. There is increase in usage of such
marketing type as it is cost effective. Further the demand regarding such has increased to a
greater extent.
The platform of social media is regarded as one that assist in participating within the
social networking. Through this one can effectively share the posts over various social media
platforms so as to bring enhancement within the visibility of the firm. In the present era such is
considered as the appropriate source in order to attain new information updates, marketing,
entertainment and education. Social media marketing is considered as the tool for attracting the
target market (Tuten and Solomon, 2014). There are few businesses measuring the social media
effectiveness in precise manner. It is being assessed that evaluation of the social media
marketing can be done by means of customer engagement lens. At initial level the engagement of
the brand through social media can be done by means of engaging with content associated with
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brand that is assessed through wider range of metrics that includes shares, comments, followers,
impressions and click through, subscribers as well as links. In ideal terms the social media
marketing has broaden engagement through stimulation of interactions in other touch points that
is both online as well as offline (Hollensen, 2015). Such includes the driving prospects to the
website of the company, promoting contact through telephone or stimulating them for store visit.
The aspect of social media marketing includes the direct engagement of the target market.
However this requires the medium which is unorganized and uncontrollable. In order to succeed
the organization need strategy which can aid in reaching the suitable market. There is significant
role of social media marketing in making generation of the product awareness through tapping
into one of the greatest audiences around the world. In addition to this it results in making
generation of leads through means of social networking connections, speeding up the procedure
through development of events as well as promotions. The significance of social media is
debatable. This is regarded as channel that is powerful and is attached with the marketing. It is
considered as game changer for any firm (Hays, Page and Buhalis, 2013). It is effective is
providing flexibility for communicating both personal and business levels. The owners of the
firm can enhance search rankings, leads, sales and traffic through utilizing social media. Such
can be done through minimizing the expenses related with marketing. Apart from this it is
regarded as the cool platform that assist it connection with friends and dear ones. There is
presence of several uses of social media marketing. It includes connecting as well as engagement
with the customers. Further it act as an aid in building good reputation, enhancing recognition as
well as increasing awareness among the brand. It assist in making generation of the leads or
opportunities related with sales. The role of social media marketing is effective in bringing
improvement in the customer service with additional outlets of communication. It is significant
for the business to use social media marketing as assist in sharing online content by means of
using social; media sharing button. It helps in maintenance of the direct relationship with the
customers and target market for bringing enhancement in the product and gain better knowledge
regarding the audience.
The concept of customer engagement is business communication connection among the
external stakeholders and business by several medium of correspondence. Such connection can
be related with reaction, interaction, effect or entire business experience that is taking place
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online as well as offline. Social networking is at present the most effective online activity among
the customers across the globe. The concept attached with the customer engagement has become
the main place among the marketers. Greater investment is being made in social media and
brands across the globe (Scott, 2015). Today the business consider feedback of the customers
provided on social media so that it can effectively make implementation of the strategies. This
helps the firm in increasing their survival in long run
In the present dissertation, discussion is made regarding the effectiveness of social media
marketing towards customer engagement in relation with KFC is made. This is referred to as
Kentucky Fried Chicken. It is regarded as American fast food chain of restaurant that has
specialization in fried chicken. The company is being headquartered in Louisville Kentucky. It is
regarded as second largest chain of restaurant after McDonald's. The chain is regarded as
subsidiary of Yum! Brands, that is regarded as the restaurant company who owns Pizza Hut as
well as Taco Bell chains. The company is regarded as the first fast food chain that has made its
expansion in the international market by the means of opening outlets in Canada, UK, Jamaica in
the mid-1960s.
1.3 Rationale for the study
There is huge issue that is being experienced by the organization in interacting with the
target market. As such it has greater influence on the profitability and sales of the organization.
In the present business environment there is greater enhancement within the competition level
among the concern. Such demands towards enhancement in the awareness regarding the brand
within the market (Vinerean and et.al., 2013). In this relation the social media's marketing role is
suitable. Through such the company can in an effective manner emphasis on accomplishment of
the expectations and customers need. In addition to this it can conduct advertising without
investment of greater amount of funds. Such act as an aid for the organization in accomplishment
of the target which are attached with enhancement in the sales and profitability of the
organization to a significant level. It has been assessed that in the present era the use of internet
is done to a greater extent (Olof Lagrosen and Grundén, 2014). With such the customer needs
have changed towards increasing use of social media so that greater number of customers can be
attracted.
Major issue
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The current market of retail outlets like KFC has become very competitive where, it is
necessary to remain up to date in each and every activity as it helps in remaining forward in the
competition. In this issue, the major concern is related to the practices of promotion and
advertisements that are not able to retain customers for a business entity. In modern era, it is very
necessary for every organization to make its practices of promotion very attractive and also
featuring the characteristics of the product or service (Solomon, 2014.). It is evident that in
modern times, the use of various medium for advertisement have become very popular among
which the use of social media has emerged as a boon for many organizations. This emergence
has helped in resolving the issues of advertisements which was done in a traditional way.
Why it is an issue
From the researches and various studies, it has been discovered that the customers
engagement is a biggest issue as it helps in surviving the fierce competition (Vernuccio, 2014).
In such scenario, it is evident that the companies usually loss their valuable customers because of
their inability to make right communication and relationship with them. Thus, the use of
marketing approach in an appropriate way is very essential (Aral, Dellarocas and Godes, 2013).
Besides this, in case of food outlets sector, the competition has become fierce where different
organisations like KFC, Mc Donalds, Sams chicken etc. All of these organisations adopt
different techniques to approach their customers in effective way. Thus, it is highly essential for
various companies like KFC to maintain their customers and retain them with the help of
efficient marketing practices so that cited company can grow and develop their effectiveness in
market.
Use of research in this issue
The research in this perspective where an attempt has been put forward to analyse the
effectiveness of social media marketing for enhancing engagement of customers for business will
help in getting information about different major and minor things where it is vital to pay
attention (Tiago and Veríssimo, 2014). Through the research conducted on this topic, the reader
will be able to understand the significance of social media marketing in context of present time.
Further, it will give a deeper insight of social media which can be used in marketing the products
and services. Many business organisations have maintained close and strong terms with
customers through the help of these mediums as they are able to make a direct contact with them.
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The customers also feel more comfortable when they get various information through
advertisements that pop up on internet. This gives a better facility to browse for required
information in one go. Thus, the research will enclose different significant information and
benefits that are offered by social media marketing (Constantinides, 2014). In addition to this,
the research study will help in addressing various issues that may pose a challenge before
company in the field of social media marketing by using it in a better way.
1.4 Research aim and objectives
The aim of research helps in moving towards the right way so that direction of entire
study can also be evaluated as per the set aim. The aim set in present research will help in
covering a broad topic that has a high relevance as per the current marketing environment.
Keeping this in view, a comprehensive aim has been set out which will give an overview about
the entire topic which will be followed throughout the report.
The aim of the present dissertation is: To analyse the effectiveness of social media
marketing in increasing customer engagement: KFC.
As per the above set aim, some objectives are framed that helps in studying various
significant area of study which are related with the topic. Besides this, the framing of objectives
that are aligned with aim of the report also aids in covering all vital subjects in a systematic
order. Therefore some relevant objectives has been set out in relation of chosen topic for study.
The Objectives of the present investigation is enumerated in the manner as under:
 To analyze the social media marketing activities of KFC
 To analyze the customer engagement of KFC
 To analyze the effectiveness of social media marketing in customer engagement
 To provide recommendations to KFC to improve social media marketing activities and
customer engagement
1.5 Research questions
Several research questions have been set out in the present study that will be helpful in
addressing each determined objective for the study. Further, this will aid in developing the area
of understanding so that a greater knowledge can be gained which will be useful in applying in
practical terms. Thus, some of the research questions that has been framed for present study are
as follows:
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Are social media is effective in increasing customer engagement?
 What are the social media marketing activities used by KFC?
 How social media marketing increases customer engagement?
 What are the types of social media marketing increases customer engagement?
 How KFC can enhance its social media marketing to increase customer engagement?
1.6 Significance of the study
The present thesis aims at analysing the effectiveness of social media marketing in
increasing customer engagement (Malthouse, Haenlein, Skiera, Wege and Zhang, 2013). This
assist in attainment of in-depth knowledge with respect to understanding of effectiveness of
social media marketing. The importance of present thesis has been enumerated in the manner as
below:
 It can act as an aid when research is conducted by KFC management. As such the present
thesis offers greater amount of information with respect to importance of social media
marketing in increasing customer engagement.
 Along with this there is presence of huge significance of present thesis for the business
carrying out food chain (Van Dijck, 2013). The business is able to attain knowledge with
respect to feasibility regarding use of social media marketing in engaging customers in
relation to brand and increasing the sales and profitability of firm.
 The present dissertation has importance due to the reason of complex nature that is
possessed by the organization. Through the help of this attention is put in relation to
resolving the operational issues associated with the business (Chung, Marcketti and
Fiore, 2014).
 Along with this the investigation possess the significance for the KFC as such it assist in
generalizing the new theories associated with phenomenon in the subject matter.
Thus present thesis is regarded as fountain of knowledge as it is essential source that
provides guidelines in order to resolve the social and organizational issues.
1.7 Chapter structure
The present dissertation is comprised of various sections that possess effective role in
attaining the aim of the thesis in an effective manner. In the present thesis the chapters included
are mentioned in the manner as under:
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 Chapter- 1 Introduction: It is regarded as the most important section that demonstrates of
the overview of the subject under investigation. Such chapter provides framework with
respect to phenomenon under research. The specific chapter starts with overview of the
topic on which the research needs to be conducted. This includes in-depth assessment of
the investigation and its association with the firm. Along with this it is comprised of aims
and objectives under research that is on the basis of question under investigation. Chapter- 2 Literature review: It is regarded as the most significant part of the dissertation
that involves opinions of the scholars with respect to effectiveness of social media in
engagement of the customers. The section makes evaluation of the knowledge and data
which exists in the prevailing piece of literature in secondary sources form. Further its
significance for the food chain is also involved. Thesis offers suitable picture regarding
the views in relation to suitability of social media for the business. Based upon the data
which is published the analysis is conducted in detail regarding the phenomenon in the
subject. Chapter- 3 Research methodology: On the basis of the research objectives the particular
section reflects the tools which the investigator can employ when conducting the
research. The specific section involves the tools which the investigator can apply when
carrying out the research. In addition to this justification is offered regarding the choosing
specific tool for the sake of developing suitable knowledge in relation to subject. Chapter- 4 Data analysis and findings: Under this chapter the investigator reflects
information which can be collected by means of sources that is primary and secondary.
The section includes analysis of gathered data. With such the researcher is able to attain
suitable results from dissertation.
 Chapter- 5 Conclusion and recommendation: It is considered as the end section of the
thesis that is comprised of presenting the results which are attained by means of data
analysis. In addition to this the section is comprised of suitable recommendations that act
as an aid for the firm in addressing various problems within the investigation.
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CHAPTER- 2 LITERATURE REVIEW
2.1 Introduction
There is greater importance of literature review for the entire research as it is comprised
of important data that is required for conducting the research in an effective manner. Due to such
the literature review is regarded as appropriate chapter in the section. In this the review is done in
relation to the conclusion from the existing research within the particular area and analysis is
done for the sake of attaining appropriate findings after the entire investigation is carried out.
Further understanding is devised with respect to opinions of various authors on particular
research (Cabiddu, De Carlo and Piccoli, 2014). In addition to this it is crucial evaluation of the
concept taken into consideration for the sake of performing the research in an effective manner.
2.2 Concept and importance of social media marketing
Social media marketing is referred to as the utilization of the social media platforms as
well as websites for the sake of making promotions of the products and services. In accordance
with the views of Zimmerman and Ng, (2015) it has been examined that greater number of social
media platforms have developed their own built in data analytic tools that is enabling the
business towards tracking the progress, success as well as engagement of the ad campaigns. The
firm is addressing range of stakeholders by means of social media marketing that involves
current as well as potential customers, current and potential employees as well as general public.
Social media marketing is comprised of managing the execution of the campaigns of marketing,
governance, setting the scope and establishing desired social media of the organization. In order
to make utilization of the social media in an effective manner business is required to learn to
allow the customers as well as users of internet to post user generated content that is referred to
as earned media instead of using marketer prepared copy of advertisement.
Use of social media marketing can enable the business to look towards increasing their
reach to greater number of customers. In accordance with the views of Coles, (2014) it has been
examined that marketing through social media can assist in bringing remarkable success to the
organization. Social media marketing is regarded as the form of internet marketing that executes
several social network for the sake of attaining marketing communication as well as branding
goals. The role social media marketing includes the activities that involves social sharing of the
content, videos as well as images for marketing purposes and paid social media advertising.
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2.3 Working system of social media
There are a number of social media that are available with a company which can be used
by firms for advertising and making a link with customers. Major social media sites that are used
by companies on a larger scale are Facebook, twitter, Blogs, Tumblr, Instagram, You tube etc. In
these sites, a firm can post or share any type of useful information for customers at one time.
Besides sharing of information, it also gives the facility of posting the photos and videos on their
official pages. The customers who have liked and followed the page will be able to see all types
of posts and can share them as well (Wheeler, 2016). The social media has a potential because
of which this concept has taken the path of growth in a quicker way. It enhances the urge of
getting involved, talk and share so as to communicate in a well-defined way. This gives new and
broad platform where people who do not know each other personally can also share and
communicate so as to get better responses. This has widen the scope of marketing where
traditional way was just focused on selling concept. Now, this concept has been replaced with
framework of sharing and engaging.
2.4 Kind of social media marketing tools
Social media marketing has continued to be one of the most effective online strategy of
marketing. According to Turban, Strauss and Lai, (2015) unlike the paid advertising there is
possibility towards growing visibility and building awareness regarding brand without making
direct payment regarding this. There is presence of greater number of social media marketing
tools. This is comprised of tools that are as such. Buffer is regarded as one of the recognized tool
that is being used in the industry. It is effective in scheduling any kind of posts across any
platforms that is being required. Buffer can be utilized towards following the posts, evaluation of
which one is the most suitable and also it reflects the reasons of why it is effective. Sprout social
is considered as all in one social media marketing tool that assist the manager in controlling their
efforts. It possess the features like multi-level access, allowing directorial control as well as
accessing from the lower level team members to effectively coordinate and delegation of the
tasks. It has come up with capabilities such as post scheduling, detailed analytics platform as
well as social platform for the of listening so as to gain knowledge regarding use of
demographics for the choice of platform (Pentina and Tarafdar, 2014).
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The spokesperson of KFC states that the social media marketing strategy of their business
has always remained to be successful as they focus on making it amusing and enough interactive.
Through these media, the major focus of mentioned firm is not only to do the promotion, but also
making a direct interaction with customers. In most of the promotions that are done through
social media, it use to demonstrate to the customers about the activities of restaurant. In its 80%
of the advertisements, the organisation attempts to make its relation strong with the customers by
giving them an overview about what company does (Leonardi, 2014). They are less promotional
in their way because of which stated firm has been able to engage with its customers. The
enterprise does not believe much in the way of advertising where companies use to send
thousands of messages to the customers on daily basis about the offers available on their
products. In contrary to this, the cited organisation use to share interacting, attractive and funny
posts that are able to catch the attention of consumers. At the end, these posts will also contain
some information about the prospective offer provided by company. Apart from this, mentioned
organisation use to give rewards as well to its customers who follow their page and participate in
trivia questions or other similar contests. In addition to this, the mentioned enterprise take social
media as an opportunity that helps them to connect with the customers apart from television,
magazines or other means of advertisements.
2.5 Effectiveness of social media marketing in enhancing the engagement among the customer
With the rise of mobile and social technologies, customers are now powerful than ever.
Customer engagement is now important in the competitive market. There are various methods
which are useful to make more customer engagement in the marketing, they are: Send welcome emails- This is an important techniques which help to increases the
customer engagement (Flick, 2013). In this process social networking sites always check
there customers who continuously visited there sites. For example, in online shopping
sites, they are try to influence there customer by checking their current activity and
sending them email with their attracting policies and offers to make there active
engagement in there sites. Thank them- This is also a strategy in which social media networking sites keep their
eyes in each and every activity that the customers can done (Bello-Orgaz, Jung and
Camacho, 2016). In this social media networking sites give thanks to their customers for
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visiting there sites. For example, in social media services or any type of online shopping
sites, if the customers make there any activity or purchasing of products, sites can give
thanks to their customers and attracting them so that they can visit there sites again.
Social media network also thanking there customers for the feedback, which realize the
customers there importance in operations of the sites (Schaffer, 2013). Convey value in subject lines- People's mail box are filled with various email by the other
networking sites, so that social media network should have to use right and valuable
subject lines so that these such lines can attract the customer more effectively. Finding the customers- The first and main thing that a social media networking sites need
to do engaging the customers via social media is to find them. In this way, many
customers make there profile in different major sites. Knowing which sites they frequent
makes it easier to engage them. To find the customers that in which sites that the
customers are active is to be done by loop marketing, in which customers are tracked
from lead source (Siamagka and et.al., 2015). Share great content- Social media network are trying to engage the customers, in this
way they don't just share the company news or promotions but they make sure to provide
valuable content. It include following examples: Tips to using the product, Industry
News, Strategy guides or a methodology. Customer case studies, Benchmark reports,
Great blog article that they are find and Webinars etc.
 Plan well and act soon- Social media strategies require sufficient planning, but time-to-
market is equally important. There will be several unknown in the market. In the social
networking sites mostly customers are sending negative post about the company or
facility which was provided by them. So that to reduce such type of risk factor, social
media networking sites will also make their first preferences for making an effective plan
so that they cannot missed out the opportunities of the customers. Hence, inn this way
social media get attract there customers so that they can make there active participation or
engagement in social media sites.
 Cheaper way: Turner and Shah, (2014) has stated that a company has to make a lot of
investments towards the promotion and marketing. On the basis of such huge costs, they
become able to connect with the customers in a better way. While, the social media has
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proved to be of a lot more importance where the organisation can get a good response
from customers and have a better connectivity with them. The investments that are done
on advertisements that are done through television or other traditional ways are more
expensive. While, the social media provides a larger platform to a company for reaching
up to customers. Thus, it is one of the greatest advantage that a firm has through social
media.
There is greater potential of the social media marketing towards enhancing the
engagement of the customers. Further it includes notification to the followers of the company
regarding the present promotions and promote repeat sales. As a reason of such social media
marketing is regarded as one of the popular tool that is being utilized by the firm. It is important
to increase the effectiveness of social media marketing so that customers can be engaged. This is
comprised of crafting catchy headlines. In accordance with the views of Babin and Zikmund,
(2015) it has been examined that headline on the social post is required to catch the eyes of the
users. It is important for the sake of developing the interest among the customers to a greater
extent. Another method that can engage the customers include posting quality visual media.
When visual media are posted then such is likely to grab the attention of the customers to a
significant level. Higher quality of the images needs to be used so that customers can be attracted
towards the post.
As per the views of Zafarani, Abbasi and Liu, (2014) it has been examined that there is
greater importance for the firm towards making sure that the content that is posted is of good. As
such this is regarded as important factor that grabs the attention of the target market. Providing
of the links in the comment is also regarded as important factor that assist in reaching the
customers and engage them towards the brand in an appropriate manner.
2.6 Strategy to position the social media marketing among customers
The customer engagement is a vital task that must be followed by each and every
organisation so that it can survive in the market successfully. The use of this approach helps in
attaining the large part of market share, growth opportunities and providing maximum
satisfaction to the customers. In the views of Mabvuure, Rodrigues, Klimach and Nduka, (2014)
there has been a rise in the marketing efforts that are made by different firms as everyone is
trying to get a larger part of market share and earn more revenues. This purpose can be fulfilled
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if the company makes all its efforts in this direction in a better way. Further, by engaging
customers within business, through enhanced marketing efforts, the organisation can achieve
great success and competitive advantages. The engagement marketing is a more useful concept
that helps in initiating a closer term with the customers and prospects so as to attain a greater
advantage. For this purpose, it is essential that a company uses all types of efforts in sales,
marketing, customer service etc. in an enhanced way. To engage more number of customers
within a business it is essential to have a right plan of customer relationship management. The
use of social media in present context has helped a lot which provides a great platform for
engaging customers in the business. The KFC also uses various social media sites for engaging
with customers in a closer way. There are some strategies which act as a base while engaging
with customers through social media. These approaches are utilised by cited company as well
which are as follows: Classifying customers on personalisation basis: By making categorisation of needs and
demands, the organisation can better serve the customers. As per this, it is necessary to
serve customers as per their choices which can be found out through their profiles of
interest. A research is conducted by mentioned entity where consumers can be contacted
through social media platforms and can be invited for sharing their opinions about their
expectations from enterprise. This will help in collecting a large information about the
customers' needs and expectations. On this basis, future marketing plans are formulated
that gives intended success to the organisation. Be different from the rival companies: As per Buhalis and Mamalakis, (2015) in a
competitive market, it is necessary to demonstrate themselves distinct than the rival
organisations. For this, it is necessary that the companies make innovative ideas in all
their marketing plans and efforts so as to attract more number of consumers. As per this
approach, the team of cited venture use to outline efficient and distinct campaigns and
ideas that leads company towards efficient engagement with customers. For this purpose,
KFC use to gain accurate information and details of customers so as to make campaigns
and advertisements accordingly that can stimulate their action instantly. Thus, the said
enterprise make a move as per the collected information that is enough potential in
presenting the firm different from others.
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 Setting behavioural triggers: KFC make a good use of its technical team who are
supposed to identify the pattern and behaviour of customers on the basis of their sign in
activities and clicks made on advertisements. This gives information about their interests
on the basis of which a large data can be collected about the personalised interests of the
customers. This will also help in detecting the further moves of customers so that
marketing plan through social media can be framed accordingly. Thus, the engagement of
customers through all such efforts can be enhanced to a greater level. Creation of ongoing conversations: It is evident that customers use to post feedback and
their opinions about the companies on their official websites so that companies can get
information and react on them. Therefore, it is essential that companies make efforts to
address each and every comment of the customers and give their proper response. Apart
from this, it helps in enhancing the image of firm among customers when the enterprise
will show its activeness in addressing the issues of customers and giving them responses.
KFC has employed a team that use to manage the feedback and complaints of the
customers and also revert them in right way (Leonardi, 2014). This shows their interest
and intention that they value their customers. This type of ongoing conversations that is
used in marketing helps in leveraging the relationship building with the help of improved
technologies.
 Making team responsible: It is essential that the entire team takes the responsibility of
understanding their work and expectations of organisation. Therefore, cited business
venture makes sure that the entire firm and its people are putting their honest efforts
towards the approach of customer's engagement. However, for this, it is vital that the
senior managers take their full responsibility in managing the work of their employees
and motivate theme for working hard in such works. For this purpose, the said entity
makes an arrangement for community program where each and every employee is
motivated for making their efforts in engaging customers with the firm. The campaigns
and plan of company should be enough attractive and engaging that can enhance the
interest of ambassadors as well.
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2.7 Factors that should be considered for engaging customers
In social media marketing, every business venture has its own way to engage with
customers. In the views of Schou Andreassen and Pallesen, (2014) there cannot be one unique
way through which the customers' engagement can be enhanced as it is a fact that there are lots
of consumers having wide range of needs and expectations. But some of the things that has been
followed by KFC for engaging customers have proved to be of a lot help which have been
delineated as follows: Listening the audience: The customers like to be listened by the organisation so that they
can make their needs to be reached till them. The said enterprise always listens to its
customers and also give them replies so that the customers can be satisfied to maximum
level. Apart from this, the mentioned firm use to even reply on negative comments as
well by giving customers thanks for pointing out those things which are not satisfying
them. They exhibit that the negative comments of customers are helping theme in making
improvements and get faster progress on continuous basis. Thus, the company gets a
deeper insight of the customers' view points, their expectations etc. Addressing criticisms: The criticisms are not always bad, this is rightly followed in the
mentioned organisation, which is a key factor in company's success. The spokesman of
the stated venture entails that they have to deal with a lot of negative comments that are
posted on social media sites which are visible to all public. But, they use to make revert
on them so that people can know that, the firm is active in addressing the complaints of
customers. Thus, this negativity is also taken as an opportunity by enterprise. Talking like a real person: It is a common belief among the customers and users of
various social media sites that the posts shared on company's page are system generated
and no real person follows it. While the said entity has proved this perception wrong as it
interacts with people through social media as a real person which helps in increasing the
trust and confidence of clients. Apart from this, there are extra efforts of organisation,
where they attempt to make a genuine conversations with customers so that they can be
satisfied at a maximum level. Alert on all responses: Tomše and Snoj, (2014) has stated that the company who remain
alert in the matter of consumers responses will always be successful. As per this, the
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mentioned enterprise has a strategy to be alert on each response of clients and prioritise
the addressing process in which feedback is serious. Thus, it helps in being forward in the
matters of more seriousness so that organisation can show that they value their
consumers. Establishing clear response guidelines: The stated entity has released a guideline that
helps all its employees in addressing the issues and giving responses to the clients on
their posted feedback. Thus, a set parameter is followed according to which the major
goal is set to satisfy the client and give them a satisfactory replies. The concerned
employees are given instructions that their posts should not look like too much scripted or
modified. Reverts should demonstrate the company's genuine interest and readiness in
helping the client as fullest as possible. In this way, quoted firm has released it 5s
guidelines for giving a clear and satisfactory response in relation with customer
engagement.
 Identifying weakness and opportunities: It is significant to make an identification of the
weaknesses and opportunities that are existing in the organisation and its all processes.
The task of customer's engagement is very essential according to which, the stated
company makes an analysis of its entire process so that it can make all its efforts
streamlined. Through this analysis, the venture makes an attempt to point out different
areas in which an opportunity is lying to do something distinct that can help in engaging
customers efficiently in the business (Babin and Zikmund, 2015). Apart from this,
through such investigation, it also makes an endeavour to identify weaknesses in the
processes. This helps in making improvements on continuous basis so that the
opportunities can be capitalised and right process can be followed in this procedure. It
gives a clear explanation regarding the accountabilities that generate as a result of such
situation.
2.8 Process of engaging customers through social media
The process of engaging customers in business is an essential element that must be
followed by the company in right way. It is vital for the organisation to follow right steps while
making a plan for engaging customers, as any wrong step in this, can cost heavily to the firm.
The modern era strongly emphasise on the customer centred approaches as they are king of
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market that have the potential to make a company successful or take it down. Therefore, it is
necessary for each firm to maintain right relationship with the customers and interact with them
on regular intervals so that they can be engaged and retained within business. Thus, a particular
process is followed by the stated venture so that the customer engagement can be done through
social media in an ideal way. This process can be understood from the following step by step
procedure: Empowering the employees: For getting the benefits and purpose of customer
engagement in a proper way, it is necessary that the company empowers it’s all
employees for the process. The mentioned venture make all its employees understand that
the engagement of customers is not the sole responsibility of any one department of sales
or marketing but, it is an opportunity for entire organisation that must be done in an
efficient way. Thus, before focussing on the use of technology for the said purpose, it is
essential that the firm lay its emphasis on its people French and Gordon, (2015) has stated
that there should be an equal investment on technology and people of the company so
that a balance can be maintained and desired process can also be continued without any
fluctuations. Apart from this, it is also necessary to choose the technology and the social
media platform in a right way which are appropriately compatible with organisation's
resources. Being personal with the clients: The social media platform is a key factor that provides a
large place to connect with the audience in a single time. Therefore, it is important to
understand the significance of these media and use it in a proper way. KFC makes the use
of this platform in an ideal way where it has the ability to make customers engaged with
it through personalised relations. Many companies does not give any response of
customer's posts that are negative. This shows the negligence of consumers and also have
a bad impact on the image of organisation. Therefore, mentioned enterprise always
prioritise the customer's feedback that have any negative point and assure them about its
addressal. Thus, a personalised relation is maintained that has a lasting impact in the
relationship of company and its clients. The stated enterprise understands that the
competition is tough in the market where consumers have a large choice of shifting
towards other brands. Hence, they make hard efforts to make an engagement with
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customers so that they can be engaged with company. This close engagement helps in
enhancing the strong interaction with customers so that more information about their
expectations can be generated (Vaast and Kaganer, 2013).
 Creating advocacy: When the customers are engaged through social media, it becomes
clear that the connected company is their choice. By giving enough time in the listening
process to the clients will make an enough scope for organisation to engage successfully
with customers. Guille and et.al., (2013) has opined that by giving ear to the customers, a
firm grabs an opportunity to transform negative experience of customers into positive
ones. Thus, this helps in using a most beneficial opportunity by the firm. This process is
followed by cited venture where it makes sure that each and every employee is able to
make an engagement process effectively by advancing the conversation with the clients
so that their trust and confidence can be maintained. They show that the counter
comments of customers are serving them in devising improvements and get quicker
advancement on uninterrupted basis. Apart from this, the reports suggest that more than
70% of customers' engagement has been attained by mentioned enterprise through its past
history of serving customers in an efficient way.
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CHAPTER- 3 RESEARCH METHDOLOGY
3.1 Introduction
The concept of research can be referred to as the tool and chronological process that act
as an aid in accumulation, analysis of varied kind of information in order to attain understanding
with respect to phenomenon under study (Grafton, Lillis and Mahama, 2011). Research is being
utilized for the sake of searching for knowledge under particular heads. It is scientific inquiry
associated with data that exists on particular subject. It offers assistance to the people in
attainment of the new facts regarding the subject with which suitable practices can be offered for
minimizing several kind of problems that prevails in any situation. Research methodology is
considered as pathway with which issues can be resolved in systematic way. In the present thesis
that aims at analyzing the effectiveness of social media marketing in increasing customer
engagement: KFC several research tools are employed. Further the reasons for their selection has
been provided. Such helps in attainment of the research objective in an effective manner.
3.2 Research philosophy
The term research philosophy can be defined as the principle with which data in relation
to particular area under investigation is assembled, analyzed and used for the sake of gaining
suitable result through this. In order to carry out investigation in desirable way there is greater
importance in replicating the inquiry modes through the assistance of engaging suitable kind of
research philosophy. There are generally two kind of research philosophy that are being used in
any type of investigation. Such involves positivism as well as interpretivism. Both differs from
one another and therefore the execution is being done through taking into account the nature and
kind of aim investigation possess (Harrison and Reilly, 2011). Positivism philosophy is one that
believes that there is stability in nature of reality which can either be reflected or observed
through the research objective perspective. The particular philosophy presents that facts needs to
be inaccessible and there has to be frequent observation for attaining suitable outcomes. It has
been assessed that many times it makes manipulation in the reality by the means of disparity in
the single variable that has independent nature for the purpose of acknowledging in relation to
regularities. Further it includes development of association among some elements of the social
world (Guercini, 2014).
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On the other hand interpretivism philosophy is one that is not reasonable for
accumulating entire understanding of specific subject matter or discipline (Qur, 2013). Further it
possess fact that belief of the person and their psychology plays major role in attaining in-depth
knowledge regarding particular topic or problem that is existing within the universe. In
accordance with such interpretation of specific fact or reality is dependent on the individual's
nature as well as behavior and as per such the information is gained. Such relies on qualitative
data. In order to analyze the effectiveness of social media marketing in increasing customer
engagement in KFC, the philosophy that has been applied is positivism. This is because such
philosophy facilitates in effective collection of information so that research outcome can be
attained. It provides data regarding justifying the issue which is associated with research. Under
this the viewpoints of small groups is being collected so as to carry out in-depth analysis on the
subject matter.
3.3 Research approach
The term research approach can be regarded as the method or way with which the
specific set of investigation is conducted in order to attain suitable outcomes through it
(Krishnaswamy, Sivakumar and Mathirajan 2009). This offers assistance to investigator for
carrying out the research with effectiveness without deviation from the aims and objectives. In
addition to this it offers guidance to research that entails enhancement on continuous basis within
the investigation for the sake of achieving effective outcomes at last. Such is due to the reason
that there is presence of scope for improvement at each point under investigation because of
human endeavors and associated factors. Beside this the approach is suitable in offering support
in order lay emphasis on area of investigation and facilitates in carrying out effective procedure
for inquiry.
Research approach is divided into two kind. This is comprised of inductive as well as
deductive approach. Inductive research approach can be defined as the tool in which the data is
accumulated earlier that is specific with particular area of the investigation so that assessment
can be done against it for gaining theories from it (Foster, 2015). This is being presented that
such practice begins from data collection which is associated with aims and objectives of the
research. Moreover evaluation of such is done in order to make development of theories that is
relevant with aim as well as objectives under research. The techniques moves from specific
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situation to generalization and thus outcomes attained from the particular practice is can be
employed in varied situation.
In contrast to this deductive research approach is one wherein specific set of theory is
considered for the sake of contracting in relation to particular problem so that suitable practice
can be executed in this relation (Nalzaro, 2012). Under such practice hypothesis and objectives
are developed by taking into account some particular theories. In the proposed investigation on
analyzing the effectiveness of social media marketing in increasing customer engagement in
KFC, deductive approach has been applied. This is because of the reason that it helps in
analyzing the specific information about subject. With assistance of this, better application of
theories can be taken into account. It focuses on better development of research outcomes.
Deductive approach is attached with quantitative investigation. Therefore, this approach is
significant in making examination of the effectiveness that social media marketing has on the
engagement of the customers.
3.4 Research design
Research design is considered as another important component of methodology that
offers assistance in attaining suitable knowledge of the subject matter with which effective
analysis can be carried out (Kuada, 2012). In other words it is methodological examination that
provides understanding in logical terms. The major aim beside formulation of the research design
is towards ignoring the probability of misleading and ineffective interpretation of information
present for being on the suitable track and making sure suitable and effective progress in
investigation. Further it offers assistance in making determination of the data that is gathered
with aim of analyzing most appropriate for the investigation. It offers response to the questions
under investigation in desired manner. Research design provides assistance to the investigator in
taking suitable decisions on several heads like collection of information, nature of data, sampling
tool and methods of data analysis.
Research design is categorized into three types. This involves descriptive, causal and
exploratory. In case of descriptive research design deeper insight in relation with the subject is
gained through use of empirical tools that is comprised of observations, surveys as well as
interviews (Remelts, 2015). In this description of the qualitative data form is done by means of
effective analysis practice so as to achieve suitable outcomes. On the other hand, exploratory
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research design is one that is one that is carried on issues upon which the problems are not stated
in clear terms. The main aim of the practice is towards attaining suitable ideas regarding the
subject so that effective decisions can be made. In the proposed research descriptive research
design will be employed. Such is because of the reason that it makes examination of the specific
behavior of the customers after determination of means that is social media marketing. Such
design of research is suitable in analyzing the effectiveness of social media marketing in
improving the customer engagement. By having an effective application of descriptive research
design, in-depth information about the subject can be attained. With an effective consideration of
descriptive data, overall outcome with respect to the values can be advanced. It means the
understanding about social media marketing can be developed effectively.
3.5 Data collection
Data collection is a vital function while conducting any research as it provides a
foundation for moving the process of collecting the evidences regarding the research process.
Here, the researcher makes an attempt to focus on the exact subject matter so that relevant data
and information can be gathered (Hill, 2007). In this purpose, it is also important that the
collected data is aligned with major aims and objectives determined in the beginning of the
report. If the collected data is not relevant to the subject, it may give wrong results and further
research can move towards incorrect direction. Thus, the entire energy and resources may get
waste as a result of this data collection process. In addition to this, it is also essential that the data
collection process is undertaken in a right way. Usually, there are two types of data collection
method among which one is primary sources and the other one is secondary source. The primary
data collection process is done through first hand research in which researcher makes a collection
of data through the use of various techniques like questionnaire, observations, focused groups,
interviews etc.
On the other hand, the secondary data collection is done by referring different related
books, journals, articles, newspapers, magazines, online materials etc. The present research has
been done with the help of both data collection process in which as a primary source, the
questionnaire method has been used. While, for secondary data collection, books, journals,
previous researches and online materials have been used as a reference. Thus, the use of both
methods for researching will help in accomplishing determined aims and objectives of the
25

research. In addition to this, it can be said that for gathering primary data, method of survey will
be used for which tool of questionnaire will be developed. By having an effective consideration
of diverse factors of social media marketing, questionnaire has been designed. With an assistance
of this, overall outcomes can be advanced in a critical manner.
3.6 Sampling
The sampling is a systematic procedure which helps in making a large universe of
population reduced to a limited number so that an orderly study can be done with the help of
right number of people. Thus, a researcher can conduct the study in an easier and effectual way.
Generally, the sampling is done on the basis of two major categories of probabilistic and non-
probabilistic sampling method. In the probabilistic method of sampling process, the sampling
process is simple as the chances of getting selected for the study purpose for each person is equal
in this. There are various kinds of probabilistic sampling which includes simple, random,
stratified and cluster sampling process (Kothari, 2011). While, in non-probabilistic sampling
method, the probabilities of getting selected for the study is less. Thus, the respondents are not
selected on random basis. This type of sampling method also has many types which are
purposive, quota sampling, convenience and snowball sampling method. The method of
convenience sampling has been followed in the present research for collecting the responses of
50 customers of KFC in London. Convenience sampling is kind of non probability sampling tool.
It includes the individual that can be reached with greater ease. Thus in the present investigation
this tool is being employed. With the help of selected sample size, the researcher has attempted
to make a study over these respondents so that information regarding effectiveness of social
media in engaging customers can be attained. The collected data through this method will help in
gathering information on first hand so that a right data can be collected and researched. Besides
this, it is also evident that the data collected through this process will provide an opportunity to
conduct the research process in an effective and easier way.
3.7 Data analysis
The data collected through various efforts make the research process easier when
collected in a right way. After collecting the data, it is vital to make an analysis of all gathered
data so that an effective result and generation of understanding can be developed. The data
analysis method is a vital task that attempts to demonstrate the results in a meaningful way as the
26

collected data is in raw form (Young, 2004). The data analysis is conducted with the help of two
methods, qualitative and quantitative analysis. The procedure followed for both the methods are
quite different and includes a large process. The qualitative data analysis attempts to make the
investigation on the basis of thematic analysis. As per this method, researcher puts efforts in
identifying the common pattern on the basis of which an interpretation can be made. On other
hand, the quantitative data analysis is done on the basis of various statistical tools which includes
mean, mode, median, average, deviations etc. The present research has followed the method of
thematic analysis in which themes have been made on the basis of objectives of study and for
reaching at the final conclusion. In this, graphs and tables of data collection has been used to
have effective collection of data. The result of all these analyzed data have been demonstrated
with the help of graphs, tables and figures. As per this process, it is evident that the entire
research has followed a particular process according to which the gathered data has been
analyzed so that an effective and understandable results can be generated.
3.8 Reliability and validity of data
The reliability and validity in a research process are the two factors which are very
essential to be considered. Both of these are parameters in which the measurement of success
related to a particular research can be done. The reliability can be understood as a consistency in
the research which is an essential factor that must not be ignored by the researcher (Kothari,
2011). The consistency in a report refers towards getting same results each time when it is
measured. Thus, the research in which reliability is maintained, the integration between end
results is high. It is highly dependent on the tools that have been applied for the research to
increase the reliability in it. It is apparent that in most of the cases, generally, it happens that the
results obtained when measured generates inconsistent results. This use to happen when
researcher does not take the sample size right or that collected data for research is vast.
Therefore, it is highly recommended that the collected data is right and also of standard size.
Another factor in the research process that must be ensured by a researcher is validity of data.
The data and information is considered to be valid when it matches with reality. This confirms
the high quality of collected information and research process. This quality in a research can be
improved if the tools applied by the researcher is right. In the present case, the questionnaire has
been filled by 50 customers of KFC where it is not possible to address each customer and get
27

their responses. As a result, it is essential that the researcher collect the email id of customers so
that they can be sent the questionnaire on it and their responses can be collected in a right way.
Thus, it will help in collecting the data in an easier way. Along with this, it will be helpful to
maintain the consistency and validity of research.
3.9 Research limitation
The research limitations describes a situation that is faced by a researcher while
conducting the process of research. The limitations in a research can be a result of many things
that makes a research process a complex task. As per the studies, it is evident that the researcher
can experience the difficulty and issues in research process because of complexity in selecting
the sample size, collection of data etc. In current research, the major limitations have been faced
in time limit and resources. The time frame was limited due to which some of the primary issues
and things which may have been included was not taken into account. The focus was laid on
making thee research precise. Apart from this, the resources which was available for conducting
the research was also not adequate. As a result, the outcomes generated through the research
process did not meet desired standards. While, it has been ensured that the available resources
have been utilized in a best possible manner in the research.
3.10 Ethical consideration
In order to achieve any research there is greater importance that it needs to be
accomplished with greater ethical aspect and consideration. Huge amount of care is taken when
making analysis of the information and conclude with the suitable findings and outcomes of the
investigation. Detail of the findings, results and conclusion of study is reflected and such is being
exposed after suitable analysis of research of the data. The ethical aspect that are being stated in
the present report are enumerated in the manner stated as under: Debriefing: This is regarded as one of the important ethical concern as it offers
information to the respondents regarding the nature as well as reason for the
investigation. Further it includes the reason of why the information is significant. The
customers of KFC were being informed about the purpose of the investigation in an
effective manner. The respondents were offered with the relevant information associated
with the subject under research (Goddard and Melville, 2004).
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 Permission: Prior to carrying out the survey and accessing the information from the
respondents, a consent form was being attached along with questionnaire under
investigation in addition with the self-addressed stamp. This act as an aid in enabling
researcher to take the permission from the participants with effectiveness. Privacy as well as confidentiality: This is also regarded as the important part under
ethical consideration (Franklin, 2012). In the present investigation the information is
attained by the means of survey method wherein the structured questionnaire is designed
for the customers of KFC. Proper care is being paid in terms that information collected
has anonymity and is kept confidential. The data that is important under the investigation
is inferred against which total care is being ensured so that personal concern of the
respondents can be avoided.
 Plagiarism: This is regarded as one of the major aspect when carrying out the
investigation. The whole data that is précised within the investigation is authentic. The
information used within the investigation is not copied and pasted from anywhere.
However entire data is written in own words in order to develop better understanding.
Proper references as well as citation is done within the content so that retention of
substantiation can be done in the investigation (Flick, 2011).
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CHAPTER -4 DATA ANALYSIS
4.1 Introduction
After the selection of the suitable methods for conducting the investigation another part
of the dissertation is related with data analysis. The specific section involves appraisal and
evaluation of the information that is being gathered by the investigator. It deals with
representation of the information in effective format and appropriate manner. The section offers
effective manner that can be used in order to draw suitable results from the dissertation. For the
present thesis on analyzing the effectiveness of social media marketing in increasing customer
engagement analysis of the data is being done. In order to collect the information the use of both
primary as well as secondary sources has been done. In order to carry out qualitative analysis
thematic technique has been applied. In this relation development of the themes is done based
upon the information that is gathered from the customers of KFC.
4.2 Qualitative analysis
Theme 1: Gender
Responses Frequency Percentage
Male 20 40.00%
Female 30 60.00%
Findings: While carrying out the survey of the customers of KFC question was asked regarding
their gender. It has been assessed that 20 customers were male and 30 respondents were female.
Analysis: On analysis of the responses attained through survey it has been gained that greater
number of the respondents were female. This reflects that survey was being filled by majority of
the female. There is possibility that there is increase in number of females who makes use of
social media sites.
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Theme 2: Accounts on social media
Responses Frequency Percentage
Yes 50 100.00%
No 0 0.00%
Findings: On asking the customers of KFC regarding whether or not they have accounts on the
social media. It has been assessed that out of 50 all the respondents replied yes to the view.
However none of the respondents said no.
Analysis: From analyzing the responses obtained through survey of the customers it has been
assessed that majority of the respondents said yes to the view. This implies that in the present era
there is no one who do not account on social media. This implies that they have major role in
affecting the survival of the brand to a greater extent. It is being believed that today customers
obtain information about the product through social media which assist the organization in
attracting the customers to a greater extent. There is important role in terms of having an account
on social media so that number of customers can be increased by the firm. It enhances the urge
of getting involved, talk and share so as to communicate in a well-defined way. This gives new
and broad platform where people who do not know each other personally can also share and
communicate so as to get better responses.
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Theme 3: Facebook is the social media platform where brand is followed
Responses Frequency Percentage
Facebook 20 40.00%
Instagram 10 20.00%
Twitter 6 12.00%
LinkedIn 14 28.00%
None 0 0.00%
Findings: While carrying out the survey of the customers of KFC question was asked regarding
the social media platform that customers use for following the brand. It has been assessed that 20
respondents replied Facebook, 10 customers say Instagram and 6 respondents replied Twitter.
However 14 said LinkedIn and No customers replied none.
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Analysis: On analysis of the responses attained through survey it has been gained that majority
of the respondents believed that Facebook is the social media platform that is being used by the
customers the most in order to follow the brand. Customers feels that through such they are able
to gain greater information about the brand. Along with this the reviews of the other customers
can also be known with the use such social networking site. By the means of Facebook
customers are able to attain better knowledge of the updates that are bought by the firm within
the food product.
Theme 4: Interaction with the brands on social media
Responses Frequency Percentage
Yes 35 70.00%
No 15 30.00%
Findings: On asking the customers of KFC regarding whether or not they have interaction with
the brand on social media. It has been assessed that out of 50, 35 respondents replied yes to the
view. However 15 respondents said no.
Analysis: By the means of analyzing the responses attained through survey it has been gained
that majority of the respondents believed that there is greater interaction with the brands on the
social media. It has been examined that there is presence of majority of the respondents who are
using social media platform on daily basis. Thus this offers them opportunity to interact with the
brand in an effective manner. The role of social media is effective in offering adequate amount
of information to the customers. Thus they feel that they are able to interact with the brand in an
effective manner.
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Theme 5: Picture posts are shared mostly
Responses Frequency Percentage
Picture posts 25 50.00%
Text posts 15 30.00%
I do not share any publications 10 20.00%
Findings: While carrying out the survey of the customers of KFC question was asked regarding
the publications that are being shared the most. It has been assessed that 25 respondents said
picture posts, 15 customers say text posts and 10 respondents replied that they do not share any
publications.
Analysis: On analysis of the responses attained through survey it has been gained that majority
of the respondents believed that majority of the respondents share picture posts as they are
effective in providing greater information to the other customers. It has been believed by the
customers that pictures are more attractive and provide greater information in comparison with
text posts. Thus sharing such is effective and informative for all the viewers. This has been
assessed that is greater information provided by the means of picture posts as it helps in
increasing attractiveness of the target market to a significant level. Further it is eye catching and
more informative in comparison with the text posts.
Theme 6: No contribution in development or improvement of the product within the firm
through social media
Responses Frequency Percentage
34

Yes 20 40.00%
No 30 60.00%
Findings: On asking the customers of KFC regarding whether or not contribute in development
or improvement of the product within the firm through social media. It has been assessed that out
of 50, 20 respondents replied yes to the view. However 30 respondents said no.
Analysis: By the means of analyzing the responses attained through survey it has been gained
that majority of the respondents believed that there are not contributing in development or
improvement of the product within the firm through social media. This reflects that customers do
not post any suggestion which can help the organization in bringing enhancement within the
product. It has been assessed that customer’s posts are negative as well as positive that can or
cannot be considered by the firm to a significant level. This has been examined that role of
customers is greater towards increasing the survival of the organization to a greater extent.
Theme 7: Suggestions are provided to brand like KFC
Responses Frequency Percentage
Yes 45 90.00%
No 5 10.00%
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Findings: On asking the customers of KFC regarding whether or not suggestions are being
offered to the brand such as KFC. It has been assessed that out of 50, 45 respondents replied yes
to the view. However 5 respondents said no.
Analysis: Through the analysis of the responses attained through survey it has been gained that
majority of the respondents believed that suggestions are being offered to the brand such as KFC.
It has been believed by the customers that there experience is being reflected in terms of the
suggestions that is being provided by them. Such has effective role in offering opportunity to the
organization in bringing improvement within their products and services to a greater extent. It
has been believed by the customers that they are provided with suitable knowledge by means of
social media but it is important that they provide feedback on the experience so that quality of
the services can be enhanced to a significant level.
Theme 8: Greater important is felt when brand listens
Responses Frequency Percentage
Not at all important 7 14.00%
Important to some extent 3 6.00%
Neutral 10 20.00%
Important 13 26.00%
Very important 17 34.00%
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Findings: While carrying out the survey of the customers of KFC question was asked regarding
their feeling when they are being listened by the brand. It has been assessed that 7 respondents
replied not at all important, 3 customers said important to some extent. However 10 customers
replied neutral that means they neither say important or nor unimportant. On the other hand 13
respondents said important and 17 respondents replied very important.
Analysis: By the means of analyzing the responses attained through survey it has been gained
that majority of the respondents believed that when they are being listened by the brand they feel
highly important. This helps in increasing their engagement within the organization to a
significant level. Further it is important in bringing improvement by the firm as well. When the
customers are made felt important that they give their value suggestions to the firm. Such is
effective in assisting the organization in bringing enhancement in the services.
Theme 9: Importance in regularity towards posting over social media for an organization
like KFC
Responses Frequency Percentage
Not at all important 10 20.00%
Important to some extent 7 14.00%
Neutral 6 12.00%
Important 15 30.00%
Very important 12 24.00%
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Findings: While carrying out the survey of the customers of KFC question was asked regarding
importance in regularity towards posting over social media for the business like KFC. It has been
assessed that 10 respondents replied not at all important, 7 customers said important to some
extent. However 6 customers replied neutral that means they neither say important or nor
unimportant. On the other hand 15 respondents said important and 12 respondents replied very
important.
Analysis: By the means of carrying out analysis of the responses obtained through survey it has
been assessed that majority of the respondents feels that there is importance in regularly positing
over social media so that feedback can be provided to the firm in an effective manner.
Theme 10: Greater importance of quality of post
Responses Frequency Percentage
Not at all important 8 16.00%
Important to some extent 6 12.00%
Neutral 11 22.00%
Important 10 20.00%
Very important 15 30.00%
38

Findings: While carrying out the survey of the customers of KFC question was asked regarding
importance of quality post. It has been assessed that 8 respondents replied not at all important, 6
customers said important to some extent. However 11 customers replied neutral that means they
neither say important or nor unimportant. On the other hand 10 respondents said important and
15 respondents replied very important.
Analysis: On analysis of the responses gained from the survey of the customers it has been
determined that there is higher significance of quality posts as it determine the condition of the
organization. Along with this it is significant in making determination of the survival of the firm.
Thus it is important that customer posts quality content over social media.
Theme 11: Customers prefer higher quality of content
Responses Frequency Percentage
Higher content quality 17 34.00%
Regularity towards posting 20 40.00%
All of above 13 26.00%
None 0 0.00%
39

Findings: When the customers were asked regarding what is preferred by them 17 respondents
replied high content quality, 20 say regularity towards positing and 13 replied all of above.
Analysis: On analysis of the responses gained through survey it has been assessed that greater
respondents believed that regularity in positing is preferred by them.
Theme 12: Majority of customers believe that social media marketing has a greater potential
towards enhancing the engagement of the customers.
Responses Frequency Percentage
Yes 26 52
No 10 20
Probably 12 24
Cannot say 2 4
Findings and analysis: The above theme has made a focus on responses of customers according
to which it has been attempted to get the information about their thinking related to social media.
As per the responses of customers, it has been found that 52% of customers think that the social
media is a powerful tool that helps in engaging the customers with them. Similarly, About 20%
40

of them does not think that the social media marketing is a better tool that helps in engaging
customers with the business. There are some of other tools as well which are more useful in this
purpose of engaging consumers. 24% of the customers among the respondents have stated that
probably the social media marketing is a good tool which has a potential to attract customers and
stimulate them in engaging with a business organization. But, they are not sure about its cent
percent effectiveness. While, among these respondents, 4% are those who cannot say about this
notion in sure way as they have not experienced social media marketing much.
Theme 13: Customers always post their experience of services attained through KFC on any
social media site.
Responses Frequency Percentage
Sometimes 18 36
Always 23 46
Never 9 18
Findings and analysis: As per the above theme, it has been found that the 46% of customers use
to post their experiences with the company on social media sites as they feel it good. While, 36%
of respondents among them are those which have said that they use to post their comments and
experiences on the social media sometimes whenever they get time or largely satisfied. On other
hand, there are about 18% of customers which have stated that they have never posted their
experience about KFC services on any social media site as they have not gone there or not much
active on internet.
41

Theme 14: Most of the consumers have posted their negative experience with KFC services on
social media sites.
Responses Frequency Percentage
Yes 23 46
No 16 32
Sometimes 11 22
Findings and analysis: The above theme states that about 46% of the customers had posted
negative experience with KFC as their services was not met their expectations. As per this, they
have posted it on social media sites. About 32% of the consumers have given their view that they
have not experienced any negative thing through KFC services so they do not made any posts on
social media. While among them, 22% of respondents have said that they have posted sometimes
about their negative experience on social media site so that they can get any response from the
company.
Theme 15: Major number of customers think that the company has resolved their issues
posted through social media.
Responses Frequency Percentage
Always 20 40
Sometimes 17 34
Never 5 10
Can't say 8 16
42

Findings and analysis: The above theme has stated that 40% of customers have a good
experience with KFC as their issues was always resolved by the organization which was posted
through social media site. On other hand, 34% have said that their issues were only sometimes
resolved by the firm which they posted on any social media. Similarly, 10% of the respondents
are those who have told that their issues were never resolved by enterprise posted on social
networking. 16% of the consumers have given their response that they cannot say anything about
it as they have never; posted anything on social media sites about company.
Theme 16: Respondents agree that to engage more number of customers within a business it is
essential to have a right plan of customer relationship management.
Responses Frequency Percentage
Strongly agree 25 50
Agree 15 30
Neutral 4 8
Disagree 4 8
Strongly disagree 2 4
43

Findings and analysis: The above theme has discussed that about 80% of customers agree that
to engage greater number of consumers, it is essential to have a right strategy regarding customer
relationship management. As per this, 8% of the customers have stated that they are neutral on
this fact as they do not have much knowledge about the social media sites' role in engaging
customers. While 12% of the participants have stated that they do not think that there is much
role of social media site in the engagement of customers as there are some other tools which play
more vital role in this.
Theme 17: Customers agree that Social media helps in enhancing the image of firm among
customers.
Responses Frequency Percentage
Strongly agree 15 30
Agree 25 50
Neutral 3 6
Disagree 4 8
Strongly disagree 3 6
Findings and analysis: The above theme states that 80% of respondents strongly believe that
social media is a great tool that helps in enhancing the image of firm among customers as
through this platform, organizations easily address the customers and their issues. While, among
these, 6% of the participants have given neutral views in this as they have no experience
regarding this. On other hand, there are 14% of the customers who does not have belief on social
media regarding increment in firm's image among clients.
Theme 18: Customers always feel good when they contacted through social media.
44

Responses Frequency Percentage
Always 20 40
Sometimes 17 34
Never 5 10
Can't say 8 16
Findings and analysis: The 40% of respondents in relation of contact which is made through
social media by the company makes them feel good. 34% of the respondents have stated that
they sometimes feel good when cited organization makes contact with them in a good manner
through social media. Some 10% of the participants have said that they have never felt any good
about the interaction made by the enterprise through social media. About 16% have stated that
they cannot say anything about it as they have not been contacted ever on social media.
Theme 19: The repetitive matter on social media will make customers unfollow the brand.
Responses Frequency Percentage
Repetitive matter 26 52
The posts made too often are annoying 10 20
The content is irrelevant 12 24
The company does not show much interest 2 4
45

Findings and analysis: The above theme has demonstrated that 52% of the customers are those
who will be likely to unfollow a company if it will have repetitive content on the page. Similarly,
20% of the respondents have stated that they will unfollow the page if the posts are made too
often as it becomes annoying. While, 24% of the users have stated that they will unfollow a page
if content posted on page is irrelevant and does not make any sense. 4% of the participants have
said that they will unfollow a page if the company shows a less interest towards it.
Theme 20: By haring company's posts, most people make interaction with brands.
Responses Frequency Percentage
By sharing their posts 21 42
By liking the pages 19 38
By making a comment on various posts 6 12
I do not interact 4 8
46

Findings and analysis: 42% of the customers state that by sharing the contents and posts of a
company, the customers usually interact with various brands. 38% of the customers believe that
by liking the official pages of company, they show their interest and make interactions. 12% of
the respondents have said that by commenting on the posts and shares, they establish an
interaction with the brand. 8% have admitted that they do not make any interaction on the social
media sites with any brand.
Theme 21: Customers believe that regular activity on social media sites are helpful in
recognizing a brand.
Responses Frequency Percentage
Strongly agree 25 50
Agree 15 30
Neutral 4 8
Disagree 4 8
Strongly disagree 2 4
Findings and analysis: The 80% of the consumers believe that regular activity made on the
social media helps in recognizing a brand easily for the customers. About 12% of the consumers
state that there is no role of being active on the social media for making a brand recognizable.
About 8% have a neutral response on this matter as they do not have much interaction on social
media sites.
47

CHAPTER – 5 CONCLUSION AND RECOMMENDATION
5.1 Conclusion
It can be concluded from the findings that there is greater effectiveness of social media
marketing in increasing customer engagement. As several targets are accomplished with the
conducting of the research. Therefore the aim because of which the investigation has been
carried out is attained to a significant level. In relation with the primary and secondary
information greater amount of data has been attained that reflects the significance social media
marketing in increasing customer engagement.
From the investigation of the secondary information it can be explored that in the present
era huge number of social media platforms have developed their own built in data analytic tools.
This is enabling the business towards tracking the progress, success as well as engagement of the
ad campaigns. It has been inferred that use of social media marketing has effectiveness in offers
business with opportunity to look towards enhancing the reach towards greater number of
customers. It can be concluded that the role social media marketing includes the activities that
involves social sharing of the content, videos as well as images for marketing purposes and paid
social media advertising. It has been inferred from the present investigation that the social media
has a potential because of which this concept has taken the path of growth in a quicker way. It
enhances the urge of getting involved, talk and share so as to communicate in a well-defined
way. From the analysis it has been explored that KFC spokesperson reflects that strategy of the
social media relates with the firm has remained successful as it lay emphasis on developing it
amusing as well as interactive to a greater extent. It has been inferred from the present
investigation that customer engagement is now important in the competitive market. Further,
various methods are useful to make more customer engagement within marketing. It has been
explored that social media possess greater potential regarding increasing the engagement of the
customers. Moreover this involves notification to the company's followers in relation to present
promotions as well as encouraging repeated sales.
From the analysis of the primary data it has been gained that majority of the respondents
were female. Such demonstrates that there is possibility towards increase in number of females
who makes use of social media sites. It has been inferred that greater number of respondents
agreed with the view that they possess account over social media. This implies that in the present
48

era there is no one who do not account on social media. This implies that they have major role in
affecting the survival of the brand to a greater extent. This has been assessed that more number
of respondents feels that Facebook is the social media platform that is being used by the
customers the most in order to follow the brand. This has been believed by the Customers that
through such they are able to gain greater information about the brand. In addition to this the
reviews of the other customers can also be known with the use such social networking site.
It has been explored from the primary data that greater number of customers believed that
there is greater interaction with the brands on the social media. It has been assessed that there is
presence of huge number of population that is making use of social media platform on daily
basis. Thus this offers them opportunity to interact with the brand in an effective manner. Greater
number of customers replied that they share picture posts as they are effective in providing
greater information to the other customers. It has been believed by the customers that pictures are
more attractive and provide greater information in comparison with text posts. Thus sharing such
is effective and informative for all the viewers. Further huge number of customers feels that there
are not contributing in development or improvement of the product within the firm through
social media. This reflects that customers do not post any suggestion which can help the
organization in bringing enhancement within the product.
Along with this greater number of customers believes that suggestions are being offered
to the brand such as KFC. It has been believed by the customers that there experience is being
reflected in terms of the suggestions that is being provided by them. Such has effective role in
offering opportunity to the organization in bringing improvement within their products and
services to a greater extent. Moreover customers feels that when they are being listened by the
brand they feel highly important. This helps in increasing their engagement within the
organization to a significant level. Further it is important in bringing improvement by the firm as
well. When the customers are made felt important that they give their value suggestions to the
firm. From the analysis of the primary information it can be concluded that customers also
believed that there is importance in regularly positing over social media so that feedback can be
provided to the firm in an effective manner. There is higher significance of quality posts as it
determine the condition of the organization. Along with this it is significant in making
determination of the survival of the firm. Thus it is important that customer posts quality content
49

over social media. The customers also believed that regularity in positing is preferred by them.
Social media marketing is a good tool which has a potential to attract customers and stimulate
them in engaging with a business organization. But, they are not sure about its cent percent
effectiveness. It has been explored that customers post their experience of the services gained by
means of KFC on any social media site. This act as an aid in providing information to more
number of customers. Thus it also offers the company with the review of the customer in relation
with bringing improvement within the services. From the analysis of the primary information this
has been determined that greater number of the customers have posted negative experience on
social media website. This implies that such has major role in affecting the image of the firm in
the market. Also it declines the number of customers with the business. The major benefit it has
is for the customers in terms that they get awareness regarding the firm's product to a significant
level.
It has been explored that major number of customers think that the company has resolved
their issues posted through social media. This is in terms that when the customers post their
views then company can gain knowledge regarding the issues that are being faced by the
customers. Thus in this manner efforts are being made by the organization towards resolving the
complaints of the target market in an effective manner. It can be concluded from the primary
information that it is important to engage greater number of customers. This can be done by the
means of development of right plan in relation with the customer relationship management. This
has been assessed that greater number of respondents feels that social media is a great tool that
helps in enhancing the image of firm among customers as through this platform, organizations
easily address the customers and their issues. This has been assessed that customers feels good
when they are been contacted by means of social media. Such is due to the reason that
customer’s feels that their views are being seen upon by the company and they also provide
response towards it.
5.2 Recommendations
Several recommendations are being offered to the organization in relation with the
improving the social media marketing and customer engagement. This is because such has
effectiveness in improving the overall performance of the company to a greater extent.
Recommendations are being provided to the company to ensure better engagement of the
50

customers through social media platform. This is being suggested to the business to make use of
effective tool that can assist in attainment of the target to engage more and more number of
customers in the business through social media platform. This is being recommended to the
company to resolve the complaints of the customers that are being posted over social media
platforms. With this it can effectively built sound image in front of the target market. Also this
would assist in increasing the base of the customers to a significant level. The company is being
suggested that it must resolve the negative comments that are provided by customers on priority
as it influence the image and goodwill of the brand in the market to a significant level. This is
suggested to the organization to devise sound platform that can assist the business in engaging
number of customer in sharing their views and posting the experiences in an effective manner.
The company is being suggested to use suitable network source so that customer do not
face any issue regarding the network. With such it can address one of the major issue of the
customers. Along with this customer needs to be provided with the opportunity to provide their
views on the product use as with involvement of such the customer would feel motivated and
also the company can gain knowledge regarding the areas where improvements are needed.
51

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55

APPENDIX
QUESTIONNAIRE
For Customers of KFC
(Kindly take few minutes to provide your responses. Your feedback is appreciated)
Demographic information
Name:
Age:
Gender:
Male □
Female □
1. Do you have any social accounts?
Yes □
No □
2. From amongst the following on which social media platform do you follow the brand?
Facebook □
Instagram □
Twitter □
LinkedIn □
None □
3. Do you have any interaction with brands over social media?
Yes □
No □
4. What kind of brand's publications you share mostly?
Picture posts □
Text posts □
I do not share any publications □
5. Have you made any contribution for development or improvement of product in firm by
means of social media?
Yes □
No □
56

6. Have you ever made any suggestion to brand that is KFC?
Yes □
No □
7. If the brand listen to your suggestion how does it makes you feel?
Not at all important □
Important to some extent □
Neutral □
Important □
Very important □
8. How significant you consider the regularity towards posting over social media for a
organization like KFC?
Not at all important □
Important to some extent □
Neutral □
Important □
Very important □
9. In accordance with your opinion how significant is the post quality?
Not at all important □
Important to some extent □
Neutral □
Important □
Very important □
10. What is your preference?
Higher content quality □
Regularity towards posting □
All of above □
None □
11. The social media marketing has a greater potential towards enhancing the engagement of the
customers.
Yes □
57

No □
Probably □
Cannot say □
12. Do you post your experience of services attained through KFC on any social media site?
Sometimes □
Always □
Never □
13. Have you ever experienced any negative experience with KFC services which you shared on
social media sites?
Yes □
No □
Sometimes □
14. Did the mentioned company (KFC) gave any response to solve your issue through the social
networking site?
Always □
Sometimes □
Never □
Can't say □
15. To engage more number of customers within a business it is essential to have a right plan of
customer relationship management.
Strongly agree □
Agree □
Neutral □
Disagree □
Strongly disagree □
16. Social media helps in enhancing the image of firm among customers when the enterprise will
show its activeness in addressing the issues of customers.
Strongly agree □
Agree □
Neutral □
58

Disagree □
Strongly disagree □
17. Does the way of using social media in which company contact you makes you feel better?
Always □
Sometimes □
Never □
Can't say □
18. What will be the reason which make you unfollow the brand of KFC?
Repetitive matter □
The posts made too often are annoying □
The content is irrelevant □
The company does not show much interest □
19. How do you make an interaction on social media with the brands?
By sharing their posts □
By liking the pages □
By making a comment on various posts □
I do not interact □
20. Does the regular activity on social media sites helpful in recognising a brand for you?
Strongly agree □
Agree □
Neutral □
Disagree □
Strongly disagree □
59

60