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Impact of Social Media Channels on Increasing Brand Equity - A1 communications Case Study

   

Added on  2020-10-05

27 Pages6843 Words336 Views
Research Project

Table of ContentsCHAPTER 1: INTRODUCTION....................................................................................................11.1 Overview of the research..................................................................................................11.2 Significance of the research..............................................................................................11.3 Background of the research..............................................................................................21.4 Research Aims and objectives .........................................................................................21.5 Gantt chart........................................................................................................................3CHAPTER 2: LITERATURE REVIEW.........................................................................................42.1 Introduction .....................................................................................................................42.2 Benefits of social media channels for an SME.................................................................42.3 Role of effective brand equity in raising sales and profitability......................................52.4 Impact of social media channels on brand equity of A1 communications.......................6CHAPTER 3: RESEARCH METHODOLOGY.............................................................................83.1 Types of research..............................................................................................................83.2 Research design................................................................................................................83.3 Research Philosophy........................................................................................................83.4 Data sampling...................................................................................................................83.5 Approaches of data collection..........................................................................................93.6 Ethical consideration......................................................................................................10CHAPTER 4: DATA ANALYSIS................................................................................................10CHAPTER 5..................................................................................................................................215.1 Recommendation............................................................................................................215.2 Reflection.......................................................................................................................215.3 CONCLUSION..............................................................................................................22REFERENCES .............................................................................................................................24

TITLE – “To determine the impact of social media channels on increasing brand equity of afirm. A case study on A1 communications”.CHAPTER 1: INTRODUCTION1.1 Overview of the researchThe word digitalisation has made easier the life of individuals in completion of differenttasks and activities. Due to growing age of cut throat competition, business associations arerequired to have an edge in order to survive for long run. In this manner, most of the firms eithersmall or large are tend towards acquiring new and innovative tools which can improve theirproductivity and performance level at market place (Schivinski, Christodoulides and Dabrowski,2016). Basically, digitalisation means converting data or information into digital format andmake it more effective or reliable. It involves integration of old skills with new technologies andtrends. Apart from this, the research is classified into different parts, in which first part dictatesresearch aims and objectives of the study. Another chapter is a review of several literatures so asto arrive at better conclusion. For effective completion of the research project, qualitativemethods are used in order to get adequate and relevant information. In the fourth chapter,researcher will gather information from people who use social media sites. At last, necessaryrecommendations will be given to arrive at better outcome. In UK, an ample range of SMEs areestablishing with an aim to provide something new and innovative products to people forimproving their living standard. However, evolution of new technologies and shift in consumerbehaviour has moved the focus on small businesses as they are tend towards investing more andmore in new technologies which helps in attaining goals and objectives of the company.Therefore, it can be said that digitalisation is really a goodwill for every business organisation. 1.2 Significance of the researchThe present research will provide an insight how small businesses are using social mediachannels as a branding or marketing tool in order to improve their brand equity at marketplace.Readers will also come to know about different channels of social media and their importance toattain and retain customers. The report will state, there are several changes are occurred inbusiness environment which can highly affect working activities and processes of the firm indirect and indirect manner (Heeks, 2010). The study will also describe objectives, tactics andstrategies are acquired to enhance brand equity Although, changes in technology supports a firmto modify its business value, customise products and responses with clients personally as well as1

it also automate entire procedures thus employees can focus on all necessary aspects. In short,digitalisation helps in increasing presence of a company over society, in turn it spread awarenessamong customers towards the brand and improve market goodwill. Furthermore, social mediahelps in easily accessible platform with no or less cost; it is a most significant tool forentrepreneurs to reach large number of people in a certain time period. 1.3 Background of the researchThe aim of this study is to recognise the impact of social media channels on improvingbrand equity of a firm. In this dynamic environment, internet has revolutionized the way bywhich consumers, individuals, organizations and the whole society communicate or interact witheach other. For completion of the entire study, A1 Communication is the chosen organisation; itprovides business to business communications in UK. It is a leading independent communicationspecialists by having a wide range of networks. A1 communication not only deliver flexible andbespoke packages to customers have a best network coverage but also provide amazing customerexperience in cost effective manner. The main products or service of the firm is – mobilebroadband services, virtual land-line, VoIP, recycling, repairs etc. In addition, the main objectiveof the firm is to work with all leading network providers so as to offer premium solution tobusiness mobiles, broadband, telephony and so on. In order to attain its objective, A1communication focus on improving quality of services and always come up with ideal solution tobusiness (Hojeghan and Esfangareh, 2011). In this manner, the business association is required tofocus on improving its brand equity by using diverse promotional channels, such as –advertising, sales promotion etc. 1.4 Research Aims and objectives Research aims and objectives is an important part of completion of a research project.Research aims defines what is the intention behind conducting this research whereas researchobjectives divides research aim into several parts separately and address them to arrive at betterconclusion. Below is given research aim, i.e. Research aim - “To determine the impact of social media channels on increasingbrand equity of a firm. A case study on A1 communications”. Research objectives – Some of the following research objectives are - To ascertain the benefits of social media channels or websites for a small business. To determine the role of strong brand equity on sales and profitability of an organisation. 2

To identify the impact of social media sites on brand equity of A1 communications. Recommend some ways through which a SME can obtain high competitive edge. Research questions - Q1. What are the main benefits of social media channels for a small business? Q2. How an adequate brand equity helps in increasing sales and profits? Q3. What is the impact of social media channels on improving brand equity of A1communication? Q4. Justify the ways by which a small business can gain high competitive edge. 1.5 Gantt chartA Gantt chart is usually acquired for managing a project which displayed variousworking activities or tasks against time (Jagongo and Kinyua, 2013). On one side of the chart,there is list of to do activities along with their time scale. In addition, Gantt charts are prepared totrack project schedules whether or not they are completing on or before their time frame. Thereis given a Gantt chart for accomplishment of various activities or tasks as per the given timeframework. 3

CHAPTER 2: LITERATURE REVIEW2.1 Introduction A literature review is an assessment of different literature which are published on the areaof concern. It involves current knowledge involving substantive findings and a theoreticalframework of a specific topic that is being studied. 2.2 Benefits of social media channels for an SMEWeb has been giving an interactive platform than it was beforehand. In this modern era,customers and organisations are not limited with using traditional approaches of communicationeven they are tend towards acquiring specialized techniques and connect with Internet to4

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