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DISSERTATION ACKNOWLEDGEMENT

   

Added on  2020-01-16

60 Pages18948 Words475 Views
DISSERTATION1

ACKNOWLEDGEMENT I would like to thank my mentor for bottom of heart as they has provided me goodknowledge and effective support for conducting study effectively. I would like to express mygratitude to friends, colleagues as well as family members who have guided me at ever step ofthesis. 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 incollecting data and in analyzing it further. 2

TABLE OF CONTENTSCHAPTER- 1 INTRODUCTION ..................................................................................................51.1 Introduction............................................................................................................................51.2 Overview................................................................................................................................51.3 Rationale for the study...........................................................................................................71.4 Research aim and objectives..................................................................................................91.5 Research questions.................................................................................................................91.6 Significance of the study......................................................................................................101.7 Chapter structure..................................................................................................................11CHAPTER- 2 LITERATURE REVIEW ......................................................................................132.1 Introduction..........................................................................................................................132.2 Concept and importance of social media marketing............................................................132.3 Working system of social media..........................................................................................142.4 Kind of social media marketing tools..................................................................................142.5 Effectiveness of social media marketing in enhancing the engagement among the customer....................................................................................................................................................152.6 Strategy to position the social media marketing among customers.....................................172.7 Factors that should be considered for engaging customers.................................................202.8 Process of engaging customers through social media..........................................................21CHAPTER- 3 RESEARCH METHDOLOGY .............................................................................243.1 Introduction..........................................................................................................................243.2 Research philosophy............................................................................................................243.3 Research approach...............................................................................................................253.4 Research design ..................................................................................................................263.5 Data collection.....................................................................................................................273.6 Sampling .............................................................................................................................273.7 Data analysis........................................................................................................................283.8 Reliability and validity of data.............................................................................................293.9 Research limitation..............................................................................................................293.10 Ethical consideration..........................................................................................................30CHAPTER -4 DATA ANALYSIS ..............................................................................................324.1 Introduction..........................................................................................................................324.2 Qualitative analysis..............................................................................................................32Chapter – 5 CONCLUSION AND RECOMMENDATION ........................................................445.1 Conclusion...........................................................................................................................445.2 Recommendation.................................................................................................................46REFERENCES..............................................................................................................................48APPENDIX ...................................................................................................................................523

CHAPTER- 1 INTRODUCTION 1.1 IntroductionIn this section, the researcher would be providing basis for the researcher through theresearch background. Also it lays emphasis on research problem and offer direction to theinvestigation by the means of research aim as well as objectives1.2 OverviewThe era of social media marketing has begun around ten years ago. The popularity withrespect to social media sites has spread among the business in form of strategies that can be usedby them (Stelzner, 2014). There is presence of greater number of organization who have attainedbenefits through means of social media marketing. However there are certain companies thathesitate in including social media within their marketing as they lack adequate amount ofinformation regarding the social media platforms, specifically in relation to its effectiveness. Inthe present market the firms are dominated by the greater number of customers along with theneeds possessed by them. Now a days prior to making purchase of the products the customerhave the preference towards viewing the referrals, reviews on the Google investigation outcomesor websites (Kumar and et.al., 2013). There is increase in significance of social media marketingto a significant level for the sake of targeting wider customer base and expand the organizationaloperations. The concept associated with social media marketing is regarded as action that drivesthe traffic of the website through sites of social media. There is increase in usage of suchmarketing type as it is cost effective. Further the demand regarding such has increased to agreater extent. The platform of social media is regarded as one that assist in participating within thesocial networking. Through this one can effectively share the posts over various social mediaplatforms so as to bring enhancement within the visibility of the firm. In the present era such isconsidered 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 thetarget market (Tuten and Solomon, 2014). There are few businesses measuring the social mediaeffectiveness in precise manner. It is being assessed that evaluation of the social mediamarketing can be done by means of customer engagement lens. At initial level the engagement ofthe brand through social media can be done by means of engaging with content associated with4

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 mediamarketing has broaden engagement through stimulation of interactions in other touch points thatis both online as well as offline (Hollensen, 2015). Such includes the driving prospects to thewebsite 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 succeedthe organization need strategy which can aid in reaching the suitable market. There is significantrole of social media marketing in making generation of the product awareness through tappinginto one of the greatest audiences around the world. In addition to this it results in makinggeneration of leads through means of social networking connections, speeding up the procedurethrough development of events as well as promotions. The significance of social media isdebatable. This is regarded as channel that is powerful and is attached with the marketing. It isconsidered as game changer for any firm (Hays, Page and Buhalis, 2013). It is effective isproviding flexibility for communicating both personal and business levels. The owners of thefirm can enhance search rankings, leads, sales and traffic through utilizing social media. Suchcan be done through minimizing the expenses related with marketing. Apart from this it isregarded as the cool platform that assist it connection with friends and dear ones. There ispresence of several uses of social media marketing. It includes connecting as well as engagementwith the customers. Further it act as an aid in building good reputation, enhancing recognition aswell as increasing awareness among the brand. It assist in making generation of the leads oropportunities related with sales. The role of social media marketing is effective in bringingimprovement in the customer service with additional outlets of communication. It is significantfor the business to use social media marketing as assist in sharing online content by means ofusing social; media sharing button. It helps in maintenance of the direct relationship with thecustomers and target market for bringing enhancement in the product and gain better knowledgeregarding the audience. The concept of customer engagement is business communication connection among theexternal stakeholders and business by several medium of correspondence. Such connection canbe related with reaction, interaction, effect or entire business experience that is taking place5

online as well as offline. Social networking is at present the most effective online activity amongthe customers across the globe. The concept attached with the customer engagement has becomethe main place among the marketers. Greater investment is being made in social media andbrands across the globe (Scott, 2015). Today the business consider feedback of the customersprovided on social media so that it can effectively make implementation of the strategies. Thishelps the firm in increasing their survival in long run In the present dissertation, discussion is made regarding the effectiveness of social mediamarketing towards customer engagement in relation with KFC is made. This is referred to asKentucky Fried Chicken. It is regarded as American fast food chain of restaurant that hasspecialization in fried chicken. The company is being headquartered in Louisville Kentucky. It isregarded as second largest chain of restaurant after McDonald's. The chain is regarded assubsidiary of Yum! Brands, that is regarded as the restaurant company who owns Pizza Hut aswell as Taco Bell chains. The company is regarded as the first fast food chain that has made itsexpansion in the international market by the means of opening outlets in Canada, UK, Jamaica inthe mid-1960s. 1.3 Rationale for the studyThere is huge issue that is being experienced by the organization in interacting with thetarget 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 levelamong the concern. Such demands towards enhancement in the awareness regarding the brandwithin the market (Vinerean and et.al., 2013). In this relation the social media's marketing role issuitable. Through such the company can in an effective manner emphasis on accomplishment ofthe expectations and customers need. In addition to this it can conduct advertising withoutinvestment of greater amount of funds. Such act as an aid for the organization in accomplishmentof the target which are attached with enhancement in the sales and profitability of theorganization to a significant level. It has been assessed that in the present era the use of internetis done to a greater extent (Olof Lagrosen and Grundén, 2014). With such the customer needshave changed towards increasing use of social media so that greater number of customers can beattracted. Major issue6

The current market of retail outlets like KFC has become very competitive where, it isnecessary to remain up to date in each and every activity as it helps in remaining forward in thecompetition. In this issue, the major concern is related to the practices of promotion andadvertisements that are not able to retain customers for a business entity. In modern era, it is verynecessary for every organization to make its practices of promotion very attractive and alsofeaturing the characteristics of the product or service (Solomon, 2014.). It is evident that inmodern times, the use of various medium for advertisement have become very popular amongwhich the use of social media has emerged as a boon for many organizations. This emergencehas helped in resolving the issues of advertisements which was done in a traditional way. Why it is an issueFrom the researches and various studies, it has been discovered that the customersengagement 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 oftheir inability to make right communication and relationship with them. Thus, the use ofmarketing 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 differentorganisations like KFC, Mc Donalds, Sams chicken etc. All of these organisations adoptdifferent techniques to approach their customers in effective way. Thus, it is highly essential forvarious companies like KFC to maintain their customers and retain them with the help ofefficient marketing practices so that cited company can grow and develop their effectiveness inmarket. Use of research in this issueThe research in this perspective where an attempt has been put forward to analyse theeffectiveness of social media marketing for enhancing engagement of customers for business willhelp in getting information about different major and minor things where it is vital to payattention (Tiago and Veríssimo, 2014). Through the research conducted on this topic, the readerwill 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 productsand services. Many business organisations have maintained close and strong terms withcustomers through the help of these mediums as they are able to make a direct contact with them.7

The customers also feel more comfortable when they get various information throughadvertisements that pop up on internet. This gives a better facility to browse for requiredinformation in one go. Thus, the research will enclose different significant information andbenefits 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 beforecompany in the field of social media marketing by using it in a better way. 1.4 Research aim and objectivesThe aim of research helps in moving towards the right way so that direction of entirestudy can also be evaluated as per the set aim. The aim set in present research will help incovering 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 aboutthe entire topic which will be followed throughout the report.The aim of the present dissertation is: To analyse the effectiveness of social mediamarketing in increasing customer engagement: KFC. As per the above set aim, some objectives are framed that helps in studying varioussignificant area of study which are related with the topic. Besides this, the framing of objectivesthat are aligned with aim of the report also aids in covering all vital subjects in a systematicorder. 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 andcustomer engagement1.5 Research questionsSeveral research questions have been set out in the present study that will be helpful inaddressing each determined objective for the study. Further, this will aid in developing the areaof understanding so that a greater knowledge can be gained which will be useful in applying inpractical terms. Thus, some of the research questions that has been framed for present study areas follows:8

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