Impact of Social Media in Marketing - Presentation

Impact of Social Media in Marketing
Aim of the Research:
This study aims at impact of social
media in marketing
Objectives:
Objectives are mentioned
below:
To identify issues in traditional
marketing strategies
To critically analyze impact of
social media in marketing
To recommend strategies to
improve efficiency of social
media in marketing
Rationale
As stated by Ahmad, Musa and Harun (2016), social media is an
internet and cellular based applications for sharing information among
people. It include communication and connection among people. It
involve several internet based platform including Facebook, Twitter,
Instagram and Linked In for communicating and connecting with large
number of people globally. In recent years, social media has emerged
as a marketing tool for business organization.
Traditional marketing tools include newspapers, TV and magazines as
media choice. However, this type of print and visual media has been
slow and costly (Bhardwaj and Bharadwaj 2017). The reach of
traditional marketing tolls have been very low. Companies used to
invest a lot on advertising and marketing for reaching to maximum
number of people in the market. This has been causing a huge financial
loss to companies in the market. However, with evolution of social
media networks, marketing has become much easier and efficient than
that of traditional marketing strategies (Salimi et al. 2019). This study
will investigate about different aspects of social media applications.
Research Methods
Research methodology deals with systematic and theoretical analysis of
methods which can be applied in the field of study. It include theoretical
analysis of methods and principles linked with knowledge. There are mainly
two types of methods used in a research which are quantitative and
qualitative methods (Alvesson and Sköldberg 2017). Quantitative method
deals with raw and statistical data related to the research. Qualitative
method deals with subjective data collection. As commented by Bauer
(2014), research philosophy helps in evaluating and selecting proper methods
in order to highlight sustainability of study. It contains two types including
interpretivism and positivism. The positivism refers to belief that can be
possible for providing proper relationship with social world. A proper selection
of philosophy helps in identifying factors affecting impact of social media in
marketing. Interpretivism deals with social behavior related to the impact of
social media in marketing (Brinkmann 2014). Positivism deals with scientific
and existing theories and models based on the research topic. On the other
hand, Interpretivism deals with developing new theories from social aspects
related to the research topic.
Research Design
As commented by Dumay and Cai
(2015)), research design deals with
research procedure that will be utilized in
the study. The researcher can choose
any one of the three designs which are
exploratory, explanatory and descriptive.
Exploratory research design deals with
exploring several facts and figures
related to the research. It helps in
recognizing several kinds of thoughts
and ideas that can be related to the
study approach. However, explanatory
research design deals with individual
events of research that help in getting
results and outcomes. Lastly, descriptive
research design follows a descriptive
manner in the research. It helps in
designing several stages of the research
in proper manner. It breaks down several
stages of research for getting description
from each point (Humphries 2017). The
advantage of descriptive design is to
obtain a conclusion from overall
research study. This study will select
descriptive research design for
understanding impact of social media in
marketing. This design helps in providing
descriptive facts and figure which can be
related to the study. It has helped in
gathering conclusion for the research
and study of the impact of social media
in marketing (Jennings et al. 2018).
Descriptive design are concerned with
describing characteristics of a particular
individual and group.
Data Collection
Data collection methods are of two types including primary and secondary. Primary data collection
method falls under quantitative method. This method helps in collecting raw and statistical data related
to the research topic. Surveys are main instrument through which primary data is collected (Ledford
and Gast 2018). Secondary data collection method deals comes under qualitative method. This type of
data is subjective in nature. Online books, journals and articles are main sources of secondary data
collection method. However, in case of a survey, data might be collected by anyone of the following
ways:
Observation: This method focuses on collection of data by researcher’s own observations without
interviewing respondents. Data is related to currently happening and complicated by past behavior or
future intentions of respondents. However, this method of data collection is an expensive method and
limited in information is gathered in this case (Lewis 2015). The validity and reliability of data is very
low as it depend on attitude of researcher for analyzing.
Questionnaires: This method is widely used in the researches. Questionnaires are mailed to
respondents and they fill up the form to gather data. This method is used in various economic and
business surveys. Testing of questionnaires is done with the help of pilot study. Questionnaires need to
be prepared carefully as it depends on the research questions or hypothesis of the research. This
research will select questionnaires method for collecting data and information. Data need to be filled in
the survey questionnaire by survey respondents (Mackey and Gass 2015).
Sampling Technique
All sets of items included in the research is considered as population. The researcher
need to decide way of selecting sample from this population. In this case the total
population will be 220 participants. Participants will be employees of different
companies. Questionnaires will be related to impact of social media on marketing of
their companies. There will be 10 close ended questions added in the questionnaire
(Mackey and Marsden 2015). These close ended questions will be based on the impact
of social media in marketing. Sampling will be done with the help of simple random
sampling methods. This type of sampling provide equal chance to all population to be
included in the sample size. Therefore, based on simple random sampling method, 50
samples will be selected for participating in the survey. Data will be collected with a
frequency of 50 respondents.
Data Analysis
Data gathered need to be analysed by either qualitative
or quantitative analysis method. Quantitative data
analysis method deals with analysis of primary data
collected. Statistical analysis will be done in this study.
Data will be analyzed with the help of Likert scale of 5
point scale. Charts, graphs and tables will be used to
represent the obtained data (McCusker and Gunaydin
2015). Qualitative data analysis deals with analysis of
secondary data collected. Thematic analysis is done
with the help of creating themes based on objectives of
research. However, quantitative data analysis method
will be selected in this method. Data will be analysed
with statistical method. Quantitative data analysis
method utilizes statistical methods for analyzing data
and information (Taylor, Bogdan and DeVault 2015).
There has been insufficient interaction between
traditional marketing style and business performance.
Research studies has been overlapping one another for
undertaking this problem in the market. Quantitative data
analysis has been helping in providing numerical
analysis of data collected.
References
Ahmad, N.S., Musa, R. and Harun, M.H.M., 2016. The impact of social
media content marketing (SMCM) towards brand health. Procedia
Economics and Finance, 37(16), pp.331-336.
Salimi, D., Tavasoli, K., Gilani, E., Jouyandeh, M. and Sadjadi, S., 2019.
The impact of social media on marketing using bibliometrics
analysis. International Journal of Data and Network Science, 3(3),
pp.165-184.
Fernando, R.D. and Fernando, P.I.N., 2019. Impact of Social Media
Marketing Activities on Consumer Buying Behavior for Casual Dining
Restaurants in Sri Lanka.
Drummond, C., McGrath, H. and O'Toole, T., 2018. The impact of social
media on resource mobilisation in entrepreneurial firms. Industrial
Marketing Management, 70, pp.68-89.