Impact of Social Media Marketing on Business Performance: A Case Study of Dove

Running head: RESEARCH IN BUSINESS
Topic: Impact of social media marketing on the business performance of a product company: A
case study of Dove
Name of the Student:
Name of the University:
Author note:

1RESEARCH IN BUSINESS
Table of Contents
1.0 Problem statement.....................................................................................................................2
1.1 Research aim and objectives..................................................................................................2
2.0 Methodology..............................................................................................................................3
3.0 Secondary sources and data.......................................................................................................3
References........................................................................................................................................5

2RESEARCH IN BUSINESS
1.0 Problem statement
There are many factors that have significant impacts on the business performance of a
company. Among the influencing factors of the business, social media is one element that has a
very prominent impact. In the modern world, social media has been influencing every aspect of
people’s lives and hence, it plays a major role in consumer behavior, and the performance and
growth of a business is heavily dependent on understanding consumer behavior (Hajli, 2014).
This research study will explore how the social media can impact the business performance and
growth of a product company. To conduct this study, Dove has been chosen as the case study
company. Dove is one of the major personal care products of Unilever Australia. Although, the
Unilever group indulges in extensive marketing for each of its brands, yet the social media aspect
has not been yet focused much. They are still prioritizing the print and digital advertisements on
television and radio. Hence, this study will focus on evaluating the impact of social media
marketing on the business growth of Dove, Australia.
1.1 Research aim and objectives
The aim of this research study is to conduct an evaluation of the impact of marketing in
social media, such as, Facebook, Instagram, Twitter, etc. on the business performance and
growth of Dove, Australia.
The research objectives are:
 To explore the marketing strategies used by Unilever Australia for promoting Dove
 To evaluate the impact of social media marketing on the consumer behavior and business
performance of Dove in the last three years