Impact of GDPR on Social Media Marketing Approaches of Retail Service Providers: A Case Study on Sainsbury

This case study explores the impact of GDPR on social media marketing approaches of UK retail service providers, using Sainsbury as a case study. It covers the relationship between GDPR and social media marketing, social media marketing approaches used by Sainsbury, and more.

Impact of GDPR on
social media
marketing approaches
of retail service
providers A case study
on Sainsbury

Table of Contents
Table of Contents.............................................................................................................................2
Topic of research - To identify the impact of GDPR on social media marketing approaches of
UK retail service providers”............................................................................................................1
INTRODUCTION...........................................................................................................................1
Research Background..................................................................................................................1
Research problem........................................................................................................................2
Aims and objectives.....................................................................................................................2
Research gaps..............................................................................................................................2
DELIVERABLE POINT/ CONCEPTUAL FRAMEWORK.........................................................3
LITERATURE REVIEW................................................................................................................3
RESEARCH METHODOLOGY....................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCE................................................................................................................................11

Topic of research - To identify the impact of GDPR on social media marketing
approaches of UK retail service providers”.
INTRODUCTION
GDPR is the main aspect for any business industry as it is used to operate a business by
influencing a number of people that can help in organisational development. The GDPR stands
for "General Data Protection Regulation," which helps to keep all information secure and safe,
which increases business productivity. This applies to organisations operating by offering
different types of products and services to their customers. It is critical for each organisation to
understand what their customers want and how they can be satisfied so that the right kinds of
products are introduced through social media marketing, which aids in the efficient operation of
a business (Kročil, & Pospíšil, R 2020). Each organization needs to follow the regulations and
policies that are formulated by the government to operate effectively. In context to the UK retail
sector, GDPR is the fact that it affords customers in the EU the right to opt out or stop their data
being used by retailers. This can help to influence the number of people by providing different
types of products and services in the retail sector that increase productivity. Social media
marketing is the use of social media platforms for the purpose of providing different types of
products and services. It is important for each organisation to focus on social media marketing as
it is used to influence a large number of people by offering products via social media. This is a
kind of digital marketing that is used by the UK retail sector to continue their selling activities
and functions (Hou, Han, & Cai, 2020).
Research Background
Social media marketing is the wider term to understand and is the use of social media
platforms and websites to promote a product or service. This allows companies to engage with
existing customers and reach new ones as it promotes their culture, mission, and tone. To
understand this, Sainsbury's has been taken to be the second-largest chain of supermarkets in the
UK. This organisation provides different types of products and services at retail prices that
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influence the number of customers and organisational productivity. The project involves aims,
objectives, a literature review, and methodology.
Research problem
Many challenges are being faced by the Sainsbury during the times of covid-19 in having
effective and proper interaction and communication with customers along with other marketing
challenges. Thus, current study is conducted and undertaken to analysis and review about the
impact of GDPR on social media marketing approaches of UK retail service providers.
Aims and objectives
Aim of reserach – “To identify the impact of GDPR on social media marketing approaches
of UK retail service providers”. A case study on Sainsbury
Objectives of the research: The objectives of the research are:
 To develop basic understanding about the GDPR and social media marketing in context
with UK retail service providers.
 To determine the relationship between GDPR and social media marketing approaches of
Sainsbury
 To determine the impact of GDPR on social media marketing approaches of Sainsbury.
 To identify the social media marketing approaches that used by Sainsbury to run their
business.
Research gaps
The main research gaps that has been identified based on pre-exiting work are listed
below in form of research questions:
 What is meant by the GDPR and social media marketing in context with UK retail
service providers?
 What possible relationship exists between GDPR and social media marketing approaches
of Sainsbury?
 What possible impact of GDPR is seen on social media marketing approaches of
Sainsbury?
 Which can be the main social media marketing approaches that used by Sainsbury to run
their business?
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DELIVERABLE POINT/ CONCEPTUAL FRAMEWORK
The GDPR came into force within 2018, as companies requires techniques to access and
improve the current state of data processing activities with regards to personal data. This has
explored the compliances to some degree and introduces the work effectively. According to Del
Punta, (2019) GDPR refers to a general data protection regulation that is a regulation in EU law
used to provide data protection and privacy in the European Union. While operating a business,
it should be considered that GDPR is the requirement for any business, as it helps to know how
effectively a business can be operated by maintaining safety.
LITERATURE REVIEW
Introduction
A literature review is an examination of scholarly texts pertinent to a specific topic area.
This was written as part of a research project to put the work in context with other works. This is
the process of looking for and assessing material in a specific subject area. This study outlines
the most recent advancements in the subject. The impact of employee motivation programmes on
employee retention is the subject of this literature study.
Main Body
To determine the relationship between GDPR and social media marketing approaches of
Sainsbury?
According to Allen, & et.al., (2019) GDPR and social media marketing are linked to each
other as both are used to provide important details to their customers regarding particular
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products and services that can help to increase their organisational performance. Sainsbury's uses
GDPR to protect the personal data that they stated while placing an order, and a marketing
approach is used by such retailers to inform the number of people by offering better quality
products and services. This can help to increase organisational productivity and profitability
effectively. The law of GDPR is mainly designed for the purpose of providing individual
customers control over their personal data, which builds their trust and encourages them to make
buying decisions. Both are used to target the audience where business concerns use personal data
in their marketing that supports organisational performance. The approach to social media
marketing is most effective as it is used by UK retailers to provide information about new
products and services that can help to increase business productivity.
As per the opinion of Gruzd, Abul Fottouh, & Mashatan, (2020) GDPR is an important
term that is used by the UK retail sector to build customer trust regarding particular products and
services that can help to develop organisational performance. GDPR is impacting positively on
the social media marketing approach of Sainsbury's as it makes sure their company meets certain
guidelines while collecting and using data from their users. The environment is changing day by
day, and it is most important for each organisation to introduce new products and services by
using effective social media marketing that can help to increase business sales and productivity.
The social media marketing approach is needed for each industry as it analyses the needs of their
customers and offers the kind of products and services that can help to develop business
productivity. In the context of Sainsbury's, social media marketing is affected by GDPR by
introducing new products and services that support increased business sales and productivity.
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As per opinion of Bezáková, Madleňák, & Švec, (2021) the social media marketing
approach is used by organisations for the purpose of introducing different types of products and
services that can help to develop business productivity. The sources of social media marketing
are Facebook, Twitter, Instagram, You Tube, and others, which are used to provide information
regarding particular products and services in order to operate their business effectively. In
relation to Sainsbury's, different social media marketing approaches are used by the industry to
run their business, which is described below:
 Influencer marketing this is an effective approach that is used by organisations to
influence a number of customers and develop business productivity. It is important for
each organization to understand the needs of their customers and use marketing channels
to offer the right kinds of products as well as services. In relation to Sainsbury's, the
influencer marketing approach is used by management to influence thousands of
followers and endorse products online that can help to increase business productivity.
Giveaways - This is another approach that involves holding a giveaway for their followers.
This could be explained as an excellent way to get their followers engaged with the page and
turn them into loyal customers. In relation to Sainsbury's, the Giveaway approach is used by the
management of Sainsbury as it supports the growth of followers and develops organisational
productivity (Kotsios, Magnani, Vega, Rossi, & Shklovski, (2019)
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Watch Trending - Nowadays, people are so busy and they do not have enough time to visit
the stores, so digital and social marketing are the approaches used by Sainsbury's to provide
details of trending products to their customers via an online method that can help to influence
them and encourage them to make buying decisions. This can help to develop organisational
productivity and sales in a changing environment and improve organizational performance
(Gáti, & Simay, 2020).
Conclusion
From the above Literature review it has been evaluated that there is a good relation
between GDPR and social media marketing approaches as both are used to inform the people
regarding particular products and services that can help to influence the number of customers and
supports to increase productivity. GDPR means general data protection act which is needed to
provide the safety to their customers as they share their personal details while placing order that
can help to develop the organizational productivity and profitability. Social media is used by
employer of Sainsbury to provide information and encouraged customers to buy the products and
services which supports to develop business productivity effectively.
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RESEARCH METHODOLOGY
Research philosophy can be defined as a set of beliefs that serve as the foundation for
current research. This mainly focuses on objectives and getting details regarding particular
topics. This involves positivism, interpretivism, realism, and pragmatism. In relation to current
research, interpretivism is used by researchers as it helps to interpret elements of the study and
complete research (Sharma, 2019).
Research approach this refers to policies and sets of rules that are important to follow in
order to complete the research. The researcher explained that approaches are needed to take the
right action as it supports developing activities. The approaches considered are deductive and
inductive. In relation to current research, a deductive approach is used by researchers that can
help to complete the study (Shishaev, Fedorov, & Datyev, 2020).
Research strategy – This is considered a plan and procedure that is used by researchers
to finish their studies and manage all activities effectively. Experiments, surveys, action research,
grounded theory, and case studies are all components of strategies that are used to develop
understandings.In relation to current research, case studies as research have been used by
researchers who can help to collect information and accomplish business goals (Bessen, Impink,
Reichensperger, & Seamans, (2020).
Choices of method – This methodology relates to selecting the best option out of
many that can help to manage all the data effectively. This involves mono, mixed, and multi-
methods to collect data properly. In relation to current research, the mono method is used by
researchers to develop information in respect of a particular topic (Bessen, Impink,
Reichensperger, & Seamans, 2020).
Time horizon – This could be explained as the time horizon or framework used by
researchers to complete their research. This is considered cross sectional and longitudinal. In
relation to current research, cross sectional horizon is used by researchers as it supports the
completion of research in a certain period of time. The current research is about GDPR and
social media marketing, which is used by employers to influence the number of customers by
offering good design and quality of products as well as services that can help to develop
organisational productivity (Fosch-Villaronga, Poulsen, Søraa, & Custers, 2021).
Data collection and analysis – To conduct research, there is need to have proper
information and data in relation to a particular topic that can help to manage all functions and
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activities. Data collection is the process of gathering information from all relevant sources to find
a solution to a research problem. This involves primary and secondary data collection methods
that is used to complete the research. The primary method is used when information is collected
from first hand sources such as interviews, questionnaires, surveys, and others. When
information is collected from second hand sources such as articles, magazine, and others where
data is already mentioned, it can help to complete the research and accomplish goals. In relation
to current research, a primary method has been used by researchers (Nicholas, Onie, & Larsen,
2020).
Moreover, qualitative and quantitative are two techniques that are used by
individuals to complete their research programmes. In relation to current research, quantitative
techniques are being used by researchers that can help to collect data on the basis of statistical,
and numerical methods.
Sampling – This could be defined as the action and process which is used to collect
information from different individuals for the purpose of managing all functions and activities. In
other words, sampling is the technique of studying a population by gathering information and
analysing data. The methods of sampling is probability and non-probability. In relation to current
research, a randomly sampled method is used by researchers that can help to develop
understanding and knowledge about a particular topic (Karafillakis, & et.al., 2021).
Tools and technique
The framework and tool that would be used for undertaking and conducting current
investigation is comprising of use of questionnaire that supports easiest way of data collection
from a larger number of participants. Selection of the 40 employees has been made from the
Sainsbury to ensure and lead out better collection of primary data that has been selected through
making use of the random method of Sampling.
Ethical consideration: It is critical for researchers to follow ethical standards when
conducting research because they aid in the development of understanding and knowledge about
specific topics. This is a kind of regulation that needs to be followed by researchers in order to
complete their research and attain positive outcomes. In relation to current research, informed
consent, effectiveness of information, appropriateness of data, and others are followed by
researchers that can help to accomplish positive results (Nicholas, Onie, & Larsen, 2020).
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Gantt Chart : This can be explained as tool which is used by individual for the purpose
of scheduling the project and making simple the each task. This is important for each researcher
to conduct research by deciding a time period that supports to develop the organizational
productivity and profitability.
Risk and potential issues – During conducting research and managing all functions effectively
is needed that supports to complete the program (Nielsen, Eden, and Verbeke, 2020). The current
research will help to complete the study by analyzing risk and mitigate the all issues such as:
Potential Risk Issues Mitigations
Lack of knowledge about
GDPR
The business concern of UK
are not aware from GDPR
regulations that are not
followed by individual while
running their retailing
Following GDPR is a priority
while running the business in
UK so that there is need to
aware by retail sector and
implement properly which can
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organization that affect the
business negatively.
help to develop the business
activities effectively.
Having competitors It has been seen that there are
many competitors of
Sainsbury in UK who are also
using social media marketing
for the purpose of influencing
number of customers that
creates challenges for chosen
organization to operate their
business.
To resolve this issue there is
need to use social media
marketing effectively such as
You tube, Face Book, Twitter
and other which would help to
attract the number of
customers and supports to
increase organizational
development.
Lack of communication
skills
It has analyzed that there is
lack of communication
between employer and
customers which creates the
challenges for organization to
run their business.
While doing businesses there
is need to have proper
communication between
employees and customers that
can help to manage all
business activities and
functions.
Lack of data protection The company faces the issue
of lack of data protection that
affected the customers as they
feels insecure while buying
anything.
To solve this issue, GDPR and
other protection laws should
be follow by employer that
can help to operate the
business and increase the
organizational performance.
CONCLUSION
From the report, it can be concluded that social media marketing is an effective tool used
by companies to influence a large number of people and encourage them to make buying orders.
It is important for each organisation to analyse the environment and introduce products as well as
services accordingly. The sources of social media marketing are Twitter, Facebook, YouTube,
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and Instagram, which are used by people to get information. GDPR is a kind of law that is used
by the UK retail sector to provide protection and develop business by influencing a large number
of people. This supports the development of business productivity and profitability.
REFERENCE
Books and journal
Allen, D. W., & et.al., (2019). Some economic consequences of the GDPR. Allen DWE, Berg A,
Berg C, Markey-Towler B and Potts J (2019)‘Some Economic Consequences of the
GDPR’, Economics Bulletin, 39(2), 785-797.
Bessen, J. E., Impink, S. M., Reichensperger, L., & Seamans, R. (2020). GDPR and the
Importance of Data to AI Startups. NYU Stern School of Business.
Bessen, J. E., Impink, S. M., Reichensperger, L., & Seamans, R. (2020). GDPR and the
Importance of Data to AI Startups. NYU Stern School of Business.
Bezáková, Z., Madleňák, A., & Švec, M. (2021). Security Risks Of Sharing Content Based On
Minors By Their Family Members On Social Media In Times Of Technology
Interference. Media Literacy and Academic Research, 4(1), 53-69.
Del Punta, R. (2019). Social Media and Workers’ Rights: What Is at Stake?. International
Journal of Comparative Labour Law and Industrial Relations, 35(1).
Fosch-Villaronga, E., Poulsen, A., Søraa, R. A., & Custers, B. (2021). Gendering algorithms in
social media. ACM SIGKDD Explorations Newsletter, 23(1), 24-31.
Gáti, M., & Simay, A. E. (2020). Perception of Privacy in the light of GDPR. In Proceedings of
the European Marketing Academy.
Gruzd, A., Abul-Fottouh, D., & Mashatan, A. (2020). Who is influencing the# GDPR discussion
on Twitter: Implications for public relations.
Hou, Q., Han, M., & Cai, Z. (2020). Survey on data analysis in social media: A practical
application aspect. Big Data Mining and Analytics, 3(4), 259-279.
Karafillakis, E., & et.al (2021). Methods for social media monitoring related to vaccination:
systematic scoping review. JMIR public health and surveillance, 7(2), e17149.
Kotsios, A., Magnani, M., Vega, D., Rossi, L., & Shklovski, I. (2019). An analysis of the
consequences of the general data protection regulation on social network research. ACM
Transactions on Social Computing, 2(3), 1-22.
Kročil, O., & Pospíšil, R. (2020). The influence of GDPR on activities of social
enterprises. Mobile Networks and Applications, 25(3), 860-867.
Nicholas, J., Onie, S., & Larsen, M. E. (2020). Ethics and privacy in social media research for
mental health. Current Psychiatry Reports, 22(12), 1-7.
Sharma, S. (2019). Data privacy and GDPR handbook. John Wiley & Sons.
Shishaev, M., Fedorov, A., & Datyev, I. (2020). Analysis of online social networking when
studying the identities of local communities. In Digitalisation and Human Security (pp.
267-293). Palgrave Macmillan, Cham.
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