Impact of social media marketing on brand image of business: A study on Marks and Spencer UK

RESEARCH PROPOSAL

Table of Contents
Title..............................................................................................................................................1
Background..................................................................................................................................1
Methodology................................................................................................................................2
Literature review..........................................................................................................................2
Gantt chart...................................................................................................................................3
Expected outcomes......................................................................................................................4
REFERENCES................................................................................................................................5

Title
Impact of social media marketing on brand image of business: A study on Marks and Spencer
UK.
Aim: The main aim behind carrying out the present study will be “To assess the impact of social
media marketing on brand image of business: A study on Marks and Spencer UK”
Objectives: On the basis of aim of research following will be the main objectives which are:
 To understand the significance of social media marketing in modern era
 To identify the positive outcomes after indulging into social media practices in retail
sector
 To recommend the effective ways through which Marks and Spencer can improve its
brand image through social media practices
Research questions
Following will be the main research questions in case of present research which are:
 How important is social media marketing tool in the modern era?
 What are the positive aspects after indulging into social media practices within retail
sector?
Background
The main aim behind carrying out the present study will be to identify the real impact of
social media on brand image of the organization. Further, various challenges are present in the
business environment due to which it becomes difficult for businesses to enhance their market
performance. Apart from this, social media as a tool is regarded to be quite effective with the
help of which business can easily develop awareness in the market regarding its products
(Musgrave, 2011). Further, other types of marketing tools are also present which they are not
very effective as compared with social media tool. In short, it allows business in gaining
competitive advantage where accomplishment of desired goals becomes easy and in turn it
brings favorable results for organization. On the other hand, without indulging into social media
practices it is not at all possible for business to focus on its long term performance and it may
have adverse impact on brand image also
Company overview
Marks and Spencer is a British multinational retailer headquartered in the city of
Westminster London. Organization is listed on stock exchange and is specialized in selling
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