Social Media Marketing Strategy

This assignment delves into the world of social media marketing, exploring its benefits for businesses and outlining effective strategies for implementation. It covers topics like consumer behavior, brand building through social media, and the role of self-construal in online word-of-mouth marketing. The assignment emphasizes practical applications and real-world examples to illustrate key concepts.

Research Project

Table of Contents
INTRODUCTION...........................................................................................................................4
1. Research report outlines and its specification ........................................................................4
1.2.Determining various factors in the selection of research project..........................................4
1.3.Critical review of the social media and its role in to the customers choices.........................5
1.4. Research report specification of social media and its impact on the customer choices. .....5
1.5. Appropriate plan and procedure of the social media and its impact on the customer’s
choices research report. ..............................................................................................................6
TASK 2............................................................................................................................................7
2.1 Efficiency of the researches questions .................................................................................7
2.2 Research investigation .........................................................................................................8
2.3 Record and collection of the required data.........................................................................10
TASK 3..........................................................................................................................................14
3.1 Research evaluation techniques and appropriateness for the research project ...................14
3.2 Interpretation and analysis of the results.............................................................................15
3.3 Recommendation and justification for the further researches.............................................16
TASK 4 ........................................................................................................................................17
4.1 Recommendation on research.............................................................................................17
CONCLUSION..............................................................................................................................18

INTRODUCTION
Social media is the biggest digital market a company to advertise their product and services, it
has a big impact on customer choice as various companies and advertising their product so it is
difficult for a consumer to differentiate among various products. While using social media a
company can updatInterpretatione regarding the arrival of new products in the market and it is
easy for the company to generate demand forecast for their product based on the customer
review which they collect from comments on web page and videos of their products. This all is
because of the advancement of the technology.
1. Research report outlines and its specification
Social media affects on consumer choice that may be in negative and positive manner. In
which at this time all customers are wants something new and innovative products and goods to
full fill their needs and wants(Heinonen 2011). Social media through provide information and
data related to products and goods in the attractive firm by various methods and techniques. So
customers are attract to buy products in their life. Social media means online services, social
media applications, online ads on the sites etc. by these techniques and services to customers are
easy to understand products feature, new and innovative things, quality, sample videos and so
more all these are help to give proper satisfaction to customers. These methods and techniques
sometime useful and sometime these all are harmful. They are provide all valuable information
as well as develop negative things in customer mind so customers are use social media in the
negative manner through the social media develop many crimes and create unhealthy
environments for persons. Social media use full as well as harmful to customers or public.
Research objectives
 To identify how many individuals are in interaction with social media platforms.
 To ascertain that individuals use various social media sites on continuous basis.
 To identify what individuals are involve in process of social media marketing.
Research questions
 Are you having an interaction with social media platform?
 Are you continuously using the Facebook and other social media?
 Are you involved in the social media marketing process of any company?

1.2.Determining various factors in the selection of research project.
Research project is the systematic process in which find out something new and different
research related to the social media in the country. Research project selection process should
identify and clarify all factors and issues related to the project in which mention all details and
objectives of the project(Lee Kim and Kim 2011). To conduct the research in social media
sectors so should determine factors those affecting the projects like should suitable, help to full
fill objectives and goals of the project and also clearly define in the systematic way all research
details. There are some factors those may be affecting on research project selection like vision
and mission of the project, project team, working strategies and techniques, local, society,
environment and so more. During the research project selection should clarify and determine all
issues and problems related to the project after that take effective decision those help to achieve
objectives and goals of the research project. Research project in prepare a effective planning
designing all project team members are working according to the planning.
1.3.Critical review of the social media and its role in to the customers choices.
The research project related to social media in which provide all informations and data
related to the research topic that help to take effective decision and provide better and effective
qualitative products to customers. In the social media having many application and software
there are apply some online ads for provide all informations related to the services by social
media public know about something new and innovative features and products. Because at this
time customers are wants something new products with effective feature. In this research project
conducting new informations and data related to the social media. Social media through
customers are highly attract to buy products and use in their life and try to full fill needs and
wants of customers(.Fotis, Buhalis and Rossides 2012.). Research project having many factors
those are affecting in the negative and positive manner. During the research project should
analysis and determine all informations and factors related those may be affecting in the negative
way.
Research theory: Research theory highlights the systematic way of understanding
behaviour, situation and events. To carry out research in an effective manner, it is very essential
for research to choose a right research theory as this help and provide direction to researcher in
take right decision which help in achieve final objectives of research in an effective manner.

1.4. Research report specification
Research project specification is a major thing which includes and stated about various
consents and factors which lead to included in a project. There are various essential and
important terms are included in a study which need to understand by an researcher properly so
that better and suitable gains lead to get understand in a suitable and appropriate frame. In such
aspect, following are several number of points which included in the project which have to
undertake in an appropriate and suitable frame: Introduction: This project section includes about each and every consent of project
properly so that all related aspects get understand in a suitable and appropriate frame. It is
important to include and underpin all important information of project in introduction
section properly so that better and effective study lead to get promoted for gaining better
and appropriate outcome. Literature review: This part of an investigation clearly depicts about various scholars and
point in a suitable and appropriate frame. Literature review describe about aspects of
various famous authors and their view point of signified topic so that better and
appropriate gain could be promoted in a suitable and appropriate frame. Moreover, it will
also support to reach the final outcome of a project. Gathering of information: This factor define about collection of primary and secondary
information especially focused on primary information which get obtain through
questionnaire. Gathering of information is a major task through which better and suitable
outcome could be gain for analysing various aspects and responses properly. Record and collate information: Collection of information is consider as important
section which get underpin by applying relevant methodology. There are various sections
need to get understand and underpin properly so that better study get done in order to
maximise efficiency.
 Conclusion and recommendation: The last part of study is conclusion and
recommendation in which overall summary of project get done. Along with this, it will
also reflect about recommendation of project in which appropriate suggestion lead to get
provided related with project.

1.5. Appropriate plan and procedure of the social media and its impact on the customer’s choices
research report.
Stages Define Cost(million) Time scheduling
Introduction In this stage provide
all information related
to the research project
topic. Through the
introduction easy to
identify and determine
about the topic and
evaluate
them(Cantallops and
Salvi 2014.).
200 15 to 20 days
Collection information After the introduction
collect informations
related to the research
project through the
survey in the market
and ask some
questions to customers
related to the research
project.
Information analysis In which analysis all
informations related to
the research project
through the qualitative
and quantitative
methods
200 20 days
Evaluation In this stage evaluate
all collected
100 40 days.

informations and
determine all issues
and problems(Tuškej,
Golob, and Podnar
2013).
TASK 2
2.1 Efficiency of the researches questions
a). There are many resources that are available to conduct the research as:-
1) Google and Wikipedia
Google and Wikipedia are the search engine that can be used to conduct research on any topic
(Tuten and Solomon, 2014). Google collect the information from various sites and ranks the sites
according to the information that many sites have linked to particular topic and page. Wikipedia
is also effective tool that can be used by the company to search the basic content of research. It is
encyclopedia that covers information created by volunteers.
2) Journals
It is generally used by the scientist who have specialized knowledge in their field. When scientist
have experiment to use their knowledge in their field of study then they generally use to write it
in form of journals (Stelzner, 2011). Before the publication of journals it goes through the
process of peer review.
3) Online survey
Online survey is the effective tool that can be used by the company to conduct the research on
any topic. It is low cost method to conduct the market research. It is helpful to present the data
that the product and services will be accepted by the customers or not.
4) Books
Books can be used by the company to conduct the research on any topic. It is useful to conduct
the research when there is just beginning of research. It provides introduction, basic information
and background of the topic. It provides excellent starting point for depth research.
b). Relationship between research resources and social media affect consumer choices.
Books and journals provide depth information regarding the topic. Because journals and
books are written by the specialist and they have specialized knowledge of their field (Akar and

Topçu, 2011). It is beneficial to adopt the such measures because through this measure depth
information can be collected. Books have more information on causes, effects, long term
consequences etc. it is used to conduct deeper analysis and it has broader historical perspective.
Journals cover recent developments and it is important for conducting competitive and time
sensitive research.
Online survey is the good medium that can be used by the companies to conduct the
research. It provides information on the key point and other related points of the topic. It helps to
collect the best information on any topic. It can be conducted to collect the updated information
worldwide (Bae, 2012). It provides data that is beneficial to conduct the research on social media
affect consumer choices. It is the best medium to conduct research as it is cheapest way, quick to
analyse, easy to use, flexible.
2.2 Research investigation
It is essential for the research to make a survey and research of the targeted people, social
media is having huge impact on the customers so it can be easy to make a research of the
customers of a particular company. In the first selection of the suitable method is essential to
carry on research on the question. Primary and secondary data researches are the main data
collection techniques by which data can be took from the customers and for this research primary
data research technique can be useful (Stelzner, 2012). This research has to be based on the
customers of the Primark which is a big retailer company in the UK. So questionnaire can be
used in this which can help to the company to make a proper researches on to analyse the
customers attraction and effect on the customers choices. This research has to be based on the 20
consumers of the company. To make an analysis of the effects of the social media on the
customers it is essential put the relevant question in the questionnaire which can help to make an
effective research according to the need and as well as it can help to the company to make an
effective change in their social media marketing.

Questionnaire
Name:
Age:
Gender:
01. Are you having an interaction with social media platform?
a. Yes
b. No
02. Are you continuously using the Facebook and other social media?
a. Yes
b. No
03. Are you involved in the social media marketing process of any company?
a. Yes
b. No
04. Do you know about the Facebook page of the Primark?
a. Yes
b. No
05. Do you have used suggested links which are given on the Facebook page of the company?
a. Yes'
b. No
06. Has you purchased a product who is suggested on the Facebook page of the company?
a. yes
b. No
07. Do you wants any change in the social media marketing of the company to improve the
effectiveness of the social media marketing for you?
a. Yes
b. No
08. Types of changes you want in the social media marketing of the company?
a. Presentation
b. Product specification

These all questions are related to the company's social media marketing which can help to the
company to make effective changes in their acts and as well as it has those type of questions
which supports in the research (Solomon, Russell-Bennett and Previte, 2012). Most of the
questions are having attack to take details from the customers about the social media marketing
and it's effectiveness for the customers.
2.3 Record and collection of the required data
Data collection methods:
 Primary method: Under this method of data collection, researcher collect fresh and up to
date data with help of interviews, survey, questionnaires and observations. One of the
main benefit of this data collection method is that it helps researcher in draw better and
valid conclusion about the research but at the same time this is very costly and time
consuming method of data collection.
 Secondary method: This is another method of data collection. In this researcher use the
already collected data related with the topic of research. One of the main feature of this is
that it help researcher in carry out primary research and at the same time is time and cist
saving.
TASK 3
3.1 Research evaluation techniques and appropriateness for the research project
Research evaluation technique is a technique that is used to evaluate the enhance the
effectiveness of the policy that are used to conduct the research. It is used to judge the actions
and activities that are used to conduct the research (Saravanakumar and SuganthaLakshmi,
2012). Action and activities considers values, criteria, standards.
There are two type of evaluation techniques are available as Formative technique and Summative
technique.
Formative technique: This technique can be used to assess and to provide information how best
to use the revise and modification for the improvement. It is a continuous process. It is used to
judge the learning process. It is in developmental in nature. It is used to make the improvement
in the research so that better research can be conducted (Neti, 2011). In this approach, generally
test are made to make the effective research and to judge that the research that is conducted is
true or not. It is beneficial to know that the objective of research can be achieved or not. This

method also provides the modification that are required for the effective research. But in this
evaluation only few things can be judged.
Summative technique: Summative technique is the technique that is used after the primary work
is done. It is generally used at the time of implementation so it does not consider primary steps of
evaluation. This method is directly associated with the goal and objective of the research. It is in
the nature of terminal (Michaelidou, Siamagka and Christodoulides, 2011). It judges the
achievements of the research. It is used to measure that the research that is conducted is
beneficial or not. In this evaluation technique, standardized test are used. It helps to judge that
the procedure that is adopted to conduct the research is appropriate or not. In this method, large
number of things can be judged. This method is not continuous.
As per the above mentioned evaluation technique, it can be said that formative evaluation
technique is more beneficial to adopt during the research on impact of social media on consumer
choice. Because this technique considers the primary steps that are required for the research
(Lee, Kim and Kim, 2012). It always believes to consider the revise and modified information in
research and believe to make the development in the research so that better result can be
achieved.
3.2 Interpretation and analysis of the results
Theme 1: Interaction with social media platform
Are you having an interaction with social
media platform?
Frequency
Yes 16
No 4

Findings: Around 80% customers said that they are using social media sites on regular basis.
Theme 2 Uses of Facebook and other social media platform?
Are you continuously using the Facebook and
other social media?
Frequency
Yes 18
No 2
Findings: 90% of people are using the Facebook page regularly which can be useful for the
company.
Theme 3: Involvement in the social media marketing.
Are you involved in the social media
marketing process of any company?
Frequency
Yes 12
yes No
0
2
4
6
8
10
12
14
16
18 16
4
Column B
Yes No
0
2
4
6
8
10
12
14
16
18
20
18
2

No 8
Findings: 60% of people are using the social media and they are involved in to the social media
marketing.
Theme 4: Facebook page of Primark
Do you know about the Facebook page of the
Primark?
Frequency
Yes 14
No 6
Yes No
0
2
4
6
8
10
12
14
12
8

Findings: 70% of consumers in the research has agreed that they are related with the social
media marketing of the company.
Theme 5: Use of suggest links by the company.
Do you have used suggested links which are
given on the Facebook page of the company?
Frequency
Yes 13
No 7
Findings: In this survey 70% customer's said that they are using the suggested link to take
information about the product's advertisements.
Theme 6: Purchasing of the product's by the influence of the social media marketing.
Has you purchased a product who is suggested
on the Facebook page of the company?
Frequency
Yes 12
Yes No
0
2
4
6
8
10
12
14
16
14
6
Yes No
0
2
4
6
8
10
12
14 13
7

No 8
Findings: 60% customers agreed that they has purchased products after seeing the advertisement
on the social media sites.
Theme 7: Changes in the social media marketing.
Do you wants any change in the social media
marketing of the company to improve the
effectiveness of the social media marketing for
you?
Frequency
Yes 14
No 6
Yes No
0
2
4
6
8
10
12
14
12
8
yes no
0
2
4
6
8
10
12
14
16
14
6

Findings: Around 70% of the customers which are involved in the research has said that they are
having need of the changes in the marketing process of the company.
Theme 8: Types of changes in the social media marketing of the company.
Types of changes you want in the social media
marketing of the company?
Frequency
Presentation 12
Product specification 8
Findings: 60% of the consumers has said that Primark has to make changes in the social media
marketing and promotion but 40% people said that company has to make improvements in the
product specification.
So this frequency table help to make an effective change in the company's social media
marketing process and as well as it supports in the research project to make an analysis of the
customers and how they influenced by the social media marketing process.
After the completion of the data research it is essential to make an effective analysis of
the data which outcomes from the questionnaire. As this research is based on the effects of the
social media on the customers so it is essential to make an effective analysis of the data by using
effective techniques. As this research is based on the 20 customers and these are the regular
customers of the company which are reducing the chance of the misappropriate use of data
(Kumar and Mirchandani, 2012). Higher number of the customers can reduce the quality of the
research and as well as it can reduce the authenticity of the research. Most of the customers are
using the social media platform which helps them to communicate and as well as it help to them
to purchase new products which are available in the market. More than 90% people are using the
Presentation Product specification
0
2
4
6
8
10
12
14
12
8

social media sites regular basis which shows the effectiveness of the social media sites for the
companies and as well as for the customers. Social media sites are having a huge potential and it
can increase the sales and as well as it can help to the company to improve their goodwill
andInterpretation brand value of the company. 12 out of 20 people which are involved ion the
research process are using the social media and they are following a page of the corporate
companies which shows that customers are having a huge interest in the social media marketing
process of the companies. M9ost of the customers wants to be updated by the changes in the
products of the company so Primark have to make effective changes in the marketing process by
which they can provide better customers satisfaction (Kim and Ko, 2010.). Customers which are
following the Facebook page of the company have agreed on the point that they are using the
suggested link which are given on the Facebook page. It shows that customers are using the
suggested links which are helping to them to make a better product analysis. It is essential for the
companies which are using the social media marketing to provide effective information on the
Facebook page which can help to the customers to take information and product details from the
links. At the last theme of the questionnaire, 60% people are demanding the changes in the
presentation of the page of the social media by which they can get information easily and they
can use their time in further work.
3.3 Recommendation and justification for the further researches
The research topic should be chosen by the researcher according to the current situation. As we
know the demand varies from time to time so the research should be according to that demand
only than it will be considered useful. The aim of the research report is to make appropriate and
relevant report according to the want of the people so that it could be used by the people in
maximum number. The future is not appropriate but still by assumptions we can make a scenario
that how it would be. So as the research topics should be chosen. Recommendation for further
research would be totally directed toward-
The customer service maximisation: maximisation of the customers satisfaction is very
important in any business because the business is dependent on that only. So this is a very useful
topic.
How we can expand business through use of web: the use of internet in business is increasing
day by day as the world is moving towards technology usage (Heymann-Reder, 2012). Everyone

uses technology and this can be researches to know how we can use it to develop the business
and increase the sale of our product.
Expansion of business in international market: the business when have a good control over
the domestic market should aim at growing in the international market. This should be
researched and analysed properly to have maximum advantage of expanding the business.
There is a rapid change in the economy of a country and this is due to the up gradation.
The time in future will be totally technology dependent so as the researches should be.
Researcher would be oriented towards these topic so that relevant information could be there for
the upcoming era (Cantallops and Salvi, 2014). The pros and cons related to all the topics above
and how we can use them maximum in the business to have effective and efficient business
operations. Research is done on the topics which are mostly used in the current situations and
these are best topic for this. A business will be dependent on the best services it provides, the e-
relating it does and the exposure of the business across the globe. Everyone wants to develop and
grow so this is the best to have a step by step procedure to do that. A researcher must be goal and
objective oriented before doing its project so as to have the appropriate results for the project
which is being done and to obtain the maximum utilisation of that project. These above topics
are best to use in future research projects.
TASK 4
4.1 Recommendation on research
As this research is based on the social media marketing and it's impact on the customers
choices so it is having based on the company which are working in the retail sector. Selection of
the company is an essential part which influence on the l9oyalty of the researches so it is
essential for the company to make an effective research of the customers regularly by which they
can make a better social media marketing research and it can help to the company to make a
better communication with the customers (Hetter, 2010). This research is based on the manual
questionnaire so it has a less chance to make communication on that particular customers in the
future so for the further researches it is essential for the company to use e mails by which
company can maintain the regular connection with them. Use of technology can help in the
researches so it is essential for the company to use technology in it like; e mails, social media
and whatsapp can be help full for the company to make further research in the future. As in this

research primary research tool has been used so now it is essential to make changes in the use of
it, they have to use the survey and customers feedbacks in the official meet by which their
executive can make an effective and immediate analysis of the customers. Time chart is an
essential element in the research which can help to the make a cost effective research for the
company. So it has to be done in the systematic manner which can reduce the time taken and as
well as it can help to the company to make a better research in the future. Time allocation is an
essential elements which can increase the effectiveness for the customers and as well as it can
give better results.
CONCLUSION
The above presented report has been concluded about the social media's impacts on the
customers which is having huge significance in the modern era of the market. Different type of
techniques are available to make a research but it is essential for the researcher to use effective
medium to conduct a research by which they can get the exact results which they want. Social
media marketing is have to improve according to the target market so it is essential for the
companies which are using this to make a regular analysis of their customers.

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