(solved) Impact of Social Media Marketing on Brand Loyalty

Dissertation-
To critically analyse social
media tools & it's impact on
behaviour of loyal customers

ACKNOWLEDGEMENT
The present study is crucial reflection of the efforts made by different individuals and
thus it is my responsibility to pay a humble gratitude for their time and efforts which has been
provided by them. I am also thankful to my mentor and all the people who have supported me
and provided their crucial guidance in order to accomplish the dissertation,. I would also like to
thank my team members, family and friends who have supported my while conducting the study.
Thus, the combine efforts of all such people helps me to successfully complete my research in
desired manner.

ABSTRACT
Marketers need to realize that management need to obtain effective decision in order to
promote the brand and retain loyal customers within firm. Apart from this, marketing
perspectives itself began to shift from being market oriented to market driven. Traditionally,
marketing communication was viewed as an inside way of promoting the firm's brand. But in the
current era of globalisation, firm needs to adopt effective marketing communication tools as it
assists in enhancing the brand image among consumers and sustain competitive edge over rivals.
Now-a-days consumers are becoming more educated and aware regarding the available products
in market therefore, it is essential for firm to adopt effective communication tool so that it
influences buyers to make purchase decision. Within this research, the main objective of is to
assesses the changes that social media has brought to clients and help them to make effective
decision making process. Also, social media still cannot be considered as a crucial tool if
consumers are not interested in the firm's products or services. Therefore, it is essential for
business to develop its brand image in market so that they can attract consumers towards firm
and provide them best products in order to influence their purchase decision making. Also, it can
be assessed that social media marketing helps in influencing consumers towards business and
provide them detailed information regarding products or services so that they can enhance the
sales and profitability of firm in market. Social media also assists consumers to provide their
opinion and feedback in order to enhance the sales and profitability in regard to achieve desired
success.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Title...................................................................................................................................1
1.2 Background of the study...................................................................................................1
1.3 Rationale of the study.......................................................................................................3
1.4 Aims and objectives.........................................................................................................4
1.5 Research questions...........................................................................................................5
1.6 Potential significance of research.....................................................................................5
1.7 Research structure............................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Introduction......................................................................................................................7
2.1 Concept and significance of social media communication tool.......................................7
2.2 Impact of social media communication tools upon the behaviour of loyal customer base10
2.3 Recommend different ways of improving social media communication and help in
identifying customer behaviour and loyalty.........................................................................13
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................17
3.1 Introduction....................................................................................................................17
3.2 Research philosophy.......................................................................................................17
3.3 Research approach..........................................................................................................18
3.4 Research design..............................................................................................................19
3.5 Research choices............................................................................................................19
3.6 Data collection................................................................................................................20
3.7 Selection of sample.........................................................................................................21
3.8 Data analysis...................................................................................................................21
3.9 Validity and reliability....................................................................................................21
3.10 Ethical issues and consideration...................................................................................22
3.11 Limitations of research.................................................................................................22
CHAPTER 4: DATA ANALYSIS................................................................................................23
4.1 Introduction....................................................................................................................23
4.2 Discussion.......................................................................................................................23

CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................51
5.1 Introduction....................................................................................................................51
5.2 Conclusion......................................................................................................................51
5.3 Recommendation............................................................................................................52
REFERENCES..............................................................................................................................54
APPENDIX....................................................................................................................................57
Illustration Index
Illustration 1: Marketing communication tools..............................................................................10
Illustration 2: Social media communication tool...........................................................................12
Illustration 3: Different social media tools....................................................................................14

CHAPTER 1: INTRODUCTION
1.1 Title
“To critically analyse social media tools and it's impact on behaviour of its loyal
customer base”- a case study of Tesco Plc, UK.
1.2 Background of the study
Marketing communication is considered as the successful tool in order to acquire new
customers as well as retain loyal consumers by adopting effective promotional tools. However,
successful marketing communication undergoes a combination of different options that involves
advertising, sales promotion, public relation and direct marketing etc. All such tools helps in
reaching potential audience and influence their decision so that best results can be attained
(Hollensen, 2015). Marketers need to realize that, management need to obtain effective decision
in order to promote the brand and retain loyal customers within firm. Apart from this, marketing
perspectives itself began to shift from being market oriented to market driven. Traditionally,
marketing communication was viewed as an inside way of promoting the firm's brand. But in the
current era of globalisation, firm needs to adopt effective marketing communication tools as it
assists in enhancing the brand image among consumers and sustain competitive edge over rivals.
Now-a-days consumers are becoming more educated and aware regarding the available products
in market therefore, it is essential for firm to adopt effective communication tool so that it
influences buyers to make purchase decision (Tóth & et.al., 2014).
In the current era, marketing is considered as the backbone of all businesses. It is because
without proper marketing of product or service, firm is not able to survive or compete in today's
market. Hence, businesses give much importance to marketing. Marketing communication plays
a crucial role as it involves different tools that are used in order to improve communication
among each other (Sadek, Tantawi & Redding, 2014). Hence, with the help of this, crucial role is
played among developing effective relationship among consumers and business. Here, it needs to
be assessed that marketing communication influences the behaviour of consumers towards
product or service by adopting effective communication techniques so that customers can be
retained for a long term within firm.
It involves large or small businesses that needs to communicate information to wide
range of stakeholders for many purpose. Business involves customers within decision making so
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that marketing objectives can be delivered to them. For instance, customers possess the options
to choose from wide range of products or services so that best results can be attained. Here,
marketing communication is considered as the best form that helps in offering best quality
products and understand the intension of clients that what needs to be offered to them. It involves
different tools which are required for marketing products or services and enhance customer
loyalty within firm (Thorson & Moore, 2013). Here, customer attention has been increased
because of increase in market competition and thus competitive advantage can be attained within
firm. Business is required to enhance loyal customers as it helps in improving business
performance as there is greater chance of repurchasing the product. Marketing communication
tools play a crucial role in developing and maintaining relationship with customers and
influences individual buying behaviour so that best results can be attained (Shimp & Andrews,
2012).
Competition in the marketplace is being considered as a major reviving factor for
growing interest in the integrated marketing communication and improve reputation in market. It
has been assessed that customers always tend towards the outstanding brands and thus they
identify the information about those products so that sales and profitability of firm can be
improved. Integrated marketing communication is crucial because the market has become very
fast and also there is wide range of information available in regard to deliver best products or
services to target audience (Kurthakoti, Balasubramanian & Summey, 2016). Implementing such
strategies is difficult but integrated marketing communication tool is improving and marketing
agencies are adopting diverse integrated rules so that success can be attained.
Moreover, it involves different elements of marketing mix which can be used in different
ways and in different places. It involves advertising, personal selling, direct selling, public
relations, sales promotions etc. so that best relation can b developed with consumers. Here,
marketers are trying to focus upon developing integrated ways of marketing are try to deliver
best marketing message to target audience. Marketing communication tools has become an
integral part of business and thus informs consumer about the new product or services available
in marketplace (Parente & Strausbaugh-Hutchinson, 2014). Thus, it helps customers to make
effective purchase decision so that sales can be enhanced. Adopting effective marketing
communication tool assists business to influence buyers towards firm and thus impacts the
behaviour of loyal customers towards the firm. Marketing communication has become an crucial
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player in the life of firm and thus move products or services from manufacturers to the end users.
Such tool also assists in developing and maintaining effective relationship with customers and
enhance the brand image of firm in market (Clark, 2006). Adopting innovative technology
provide businesses and consumers new ways of establishing and reinforcing relationship that is
crucial for the success of business and thus help clients to develop effective purchase decision so
that set targets can be attained in an effective and efficient way. Here, internet is becoming a
major factor that helps firm to communicate information to target market and influence them to
retain within firm for long term (Strauss, 2016).
Marketing communication is considered as the means through which business can
directly or indirectly inform, persuade and remind customers regarding the products or services
within firm. It also undertakes different personal and non-personal communication channel
which can be used for developing marketing communication. It is the strategy which can be used
in order to coordinate promotional messages and deliver the same by adopting different ways
such as social media, print, television, word of mouth, newspaper radio and direct mail etc (Kim
& Ko, 2012). All such channel of communication helps in communicating information to
consumers and provide them detailed information regarding the product or service so that sales
and profitability of firm can be improved (Henley, Wymer Jr & Self, 2013).
Furthermore, advertising upon social media is considered as one of the effective way
through which business can promote its products or services. It also helps in informing them
regarding different promotional offers introduced in regard to improve the sales and profitability
of firm (Kotler & et. al., 2015). Personal communication among two or more people in order to
deliver message and thus improve the market share of business. It can be evaluated that firm
develops effective product or service in market and thus inform clients about the same by
adopting effective marketing communication tool so that loyal customers can be retained within
firm for long term (Lefebvre, 2013).
1.3 Rationale of the study
What is the research issue?
In the present dissertation, research issue focuses upon identifying the marketing
communication tools and its impact upon behaviour of its loyal customer base. Thus, selecting
appropriate marketing communication tool will help researcher to accomplish the study. It
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