Impact of social media on small businesses during economic downturn in the UK

University | 2020
MSC DIGITAL
MARKETING DISSERTATION FOR MARKETING AND EVENTS

Impact of social media on small businesses during economic downturn in the UK
Student ID:
September 2020
Word Count:
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DECLARATION
This is to certify that the thesis comprises only my original work. Due acknowledgement has
been made in the text to all the different materials used. The content of the dissertation is the
result of work which has been carried out since the approval of research programme. All the
ethics, procedures and guidelines have been followed while preparing the dissertation.
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ACKNOWLEDGEMENTS
I would like to extend my sincere and heartfelt obligation towards all the personage who have
helps me in this endeavour. So, first of all, I would like to thank my teacher and principle who
gave me this opportunity to perform the study.
Further, I would like to thank my guide for their valuable time and support for completion of this
project. I also extend my acknowledge with a deep sense of reverence to my parents and member
of my family who supported me morally and economically.
Last but not the least, I would like to thank my friends who directly and indirectly help me to
complete the project report.
Thanking you.
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ABSTRACT
Keywords: Social Media, Facebook and Instagram Small Business, Economic, Internet Marketing,
Traditional Marketing
Purpose: Previous research has shown the impact of social media on small/ SMEs organizations and the
impact are demonstrated through business performance, sales and contacts with customers (Chatterjee, S
and Kar, A.K., 2020). The aim of this research is to explore the impact of social media on small
businesses during economy downturn and their effects.
Methodology: A qualitative research was accomplished, and the data were collected through interviews
and online questionnaire in focus groups. The participants answered and discussed on open ended
questions about the impact of social media on the small business at the time of economic downturn in
UK. The methodology section assisted in developing understanding for the various methods being used
for the completion of research.
Findings: The results gave a clear idea that the social media has a great impact over the business at the
time of economic downturn. The major reason behind this is that the social media has a great effect on the
working of the company. During the economic downturn the business was not flourishing and this
affected the profitability of the company. But the social media assisted the company in managing the
business in proper and effective manner.
Value: Previous research has been done so far around the thin ideal values like learning of different
skills like communication, team work, effective coordination and many others.
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Contents
DECLARATION.............................................................................................................................3
ACKNOWLEDGEMENTS.............................................................................................................4
ABSTRACT.....................................................................................................................................5
CHAPTER 1 INTRODUCTION.....................................................................................................8
1.1 Overview......................................................................................................................8
1.2 Background..................................................................................................................8
1.3 What is Marketing and Digital Marketing?.................................................................9
1.4 Social Media..............................................................................................................10
1.5 Small Businesses.......................................................................................................14
1.6 Aim and Objectives...................................................................................................15
1.7 Purpose of Research..................................................................................................15
1.8 Structure of the Dissertation......................................................................................15
CHAPTER 2: LITERATURE REVIEW.......................................................................................17
2.1 Social Media Marketing............................................................................................20
2.2 Advantages of Social Media on Small Business.......................................................28
2.3 Small Businesses / Organisation................................................................................30
2.4 Measurement Economy Downturn.........................................................................42
2.5 Literature Gap............................................................................................................50
2.6 Conceptual Framework..............................................................................................51
CHAPTER 3 METHODOLOGY..................................................................................................53
3.1 Research Approach....................................................................................................53
3.2 Research Method.......................................................................................................53
3.3 Data Collection..........................................................................................................54
3.4 Questionnaire Design.................................................................................................54
3.5 Sampling Method......................................................................................................54
3.6 Data Analysis.............................................................................................................55
3.7 Ethical Concerns........................................................................................................55
CHAPTER 4 FINDINGS AND DISCUSSIONS..........................................................................56
4.1 Survey Results...........................................................................................................56
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Theme 8: Is digital marketing through social media concept is understood by you?....................62
4.2 Discussion..................................................................................................................67
4.3 Limitations.................................................................................................................71
CHAPTER 5 CONCLUSION........................................................................................................71
5.1 Implications...............................................................................................................71
5.2 Limitation for Further Research................................................................................72
5.3 Conclusion.................................................................................................................72
REFERENCES..............................................................................................................................75
Questionnaire............................................................................................................................84
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CHAPTER 1 INTRODUCTION
1.1 Overview
The current recessionary period has garnered new attention to the role of small business in generating
economic growth.
1.2 Background
The definition of economy downturn, small business category, scale of companies,
How can help social media?
In the rapidly changing business environment one issue which is faced by all the organization is to defend
the competition which is offered by other organization in the market. To overcome the same issue all the
organization generally looks to build good customer base and look to satisfy them with the product
(Mohajan, 2018). Marketing activity of the organization used to help the company in performing the same
activity for the organization. Marketing generally refers to different action taken in organization to
promote and sell product or service of the company in the market. Marketing activity generally targets the
customer of the company in market, as marketing activity looks at understanding the need of the customer
and develop product according to the need in the market. This helps the company in facing the different
challenges of competition in better way. In the recent time there is good trend of digital marketing in the
market. Digital marketing generally refers to usage of different digital technology to improve the
efficiency of marketing activity which is carried out in the organization. Digital marketing help the
company in garnering the new leads, traffic and sales of the business by reaching them with the help of
product and services.
There are many types of digital marketing platform which are used by the organization to promote the
product of the company in front of consumer. Social media platform is one of the most preferred digital
marketing platform which is used by organization, Social media marketing as name suggest is the type of
digital marketing in which different social media platform are used by the organization to contact
different customer with the help of product of the company in market. Facebook and Instagram are two
most common type of social media platform which are used in social media marketing. Marketing on
Facebook is done by creating a Facebook page which is used as a communication channel to maintain
contact with customer and attract new customer towards the organization. At the same time Instagram
marketing is done by running a campaign on Instagram platform. Campaign generally includes running an
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