Social Media and Business Performance: A Survey

RESEARCH PROJECT CHAPTER 1: INTRODUCTION1 1.1 Overview of research 1 1.2 Background of the research 1 1.3 Significance of the research 2 1.4 Rationale of Research 3 1.5 Research aims3 1.6 Research objectives3 1.7 Research questions 3 1.8 Gantt chart 3 CHAPTER 2: LITERATURE REVIEW 5 2.1 Advantages related with use of social media channels 5 2.2 Impact of Social Media on Business Performance 6 2.3 Role of social media on development of Q5 business7 2.4 Various ways by which Q5 firm can increase

RESEARCH PROJECT

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of research........................................................................................................1
1.2 Background of the research..............................................................................................1
1.3 Significance of the research..............................................................................................2
1.4 Rationale of Research.......................................................................................................3
1.5 Research aims...................................................................................................................3
1.6 Research objectives..........................................................................................................3
1.7 Research questions...........................................................................................................3
1.8 Gantt chart........................................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
2.1 Advantages related with use of social media channels....................................................5
2.2 Impact of Social Media on Business Performance...........................................................6
2.3 Role of social media on development of Q5 business......................................................7
2.4 Various ways by which Q5 firm can increase its business activities at large scale.........7
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................9
3.1 Type of Investigation........................................................................................................9
3.2 Research design................................................................................................................9
3.3 Research Philosophy........................................................................................................9
3.4 Research Approach.........................................................................................................10
3.5 Data Sampling................................................................................................................10
3.6 Ethical Consideration.....................................................................................................10
CHAPTER 4: DATA ANALYSIS................................................................................................12
CHAPTER 5: RECOMMENDATIONS & CONCLUSION.........................................................24
5.1 Recommendation............................................................................................................24
5.2 Conclusion......................................................................................................................24
RESEARCH ETHICS....................................................................................................................25
REFLECTION ..............................................................................................................................25

REFERENCES..............................................................................................................................26
Research Proposal and Ethical Form ............................................................................................27

TITLE – “To determine impact of social media channels in marketing and promotional activities
of the company. A case study on Q5.”
CHAPTER 1: INTRODUCTION
1.1 Overview of research
In these days, the majority of customers' activity is getting virtual, they are willing to
know about every product and service before purchasing. Introduction of digitalisation has made
this process easier as it support firms to interact with large group of audiences in a certain time
period. Along with this, many small businesses can also leverage digital media tools in order
penetrate their markets and also develop relationships with them in direct and personal manner
that helps in enhance brand image as well as awareness in a successful way to expand business.
However, adoption of social media channels help companies to communicate their offerings
therefore gaining more control on their customers (Akar and Topçu, 2011). This present research
is based on assessing the affect of social media channels on marketing and promotional activities
of an organisation. In order to accomplish research aims, certain objectives are decided which
aids in providing right direction to get better future outcomes. Apart from this, a literature review
will be conducted so as to determine various viewpoints of authors so as to get better information
on relevant topic. For competition of this research in an effective manner, several methods are
being used like- qualitative and quantitative research methods for gathering effective data or
information; then collected data will be analysed and provided necessary recommendations or
suggestion in business practices.
1.2 Background of the research
Companies without social media or blog campaign may minimize social identity as well
as awareness of consumers. It assists in organising effective marketing or advertising events,
basically the nature of marketing is dynamic, it is a commercial function which is highly liable
for raising sales and profitability of a company. The present assignment relies upon the impact of
social media channels on promotional and marketing activities of small business entities
(Constantinides and Zinck Stagno, 2011). Looking back into history of social media and internet
where social media has evolved quickly and allow users to know about over the world. Basically,
social media covers al digital media technologies, like – digital video, podcasting, blogging,
review-sites, social networking and mobile phone photography and so on. Now due to
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technological advent, many business associations are tend to use different networking sites, i.e.
Facebook, Twitter, Instagram, Youtube, E-mails, etc. to reach numerous consumers in a given
time period. Q5 is selected company for competition of this research project, Q5 help business
leaders to build better and effective corporations, it helps clients to create better future of
organisations, deliver significant benefit and make a sustainable difference. In addition, to this,
the firm was founded in 2009 when UK was facing worst financial crises; at this time, the firm
believed they could help all corporations in order to respond towards challenges. There are over
200 employees are currently working in Q5 and its offices are located in London, NewYork,
Hong Kong and so on. The firm uses several social media channels so as to increase its market
presence over in UK market and promote itself among clients (Godey and et. al., 2016).
1.3 Significance of the research
The research will be helpful for readers to determine that how social media sites help
small businesses to make effective marketing and promotional activities. In this present aura,
social media marketing has gained a lot of popularity in past decades; it supports corporate
entities to improve their brand image and market goodwill. Along with this, social media
networking services in marketing bring attentions of customers. In last couple of years various
social media networking sites are getting emerged to connect businesses. Social media is treated
an instrument of marketing and promotion by making brand awareness. Web based advertising
has a plenty of benefits in which the speed of getting to information is first and it is extremely
cost effective. Along with this, due to low cost it is easier for small businesses to reach various
suppliers and get a chance to conduct marketing campaigns in order to obtain high cutting in a
certain time period (Goh, Heng and Lin, 2013). The rationale of this investigation is the personal
interest of researcher to know more and more about social media marketing and briefly
understand that how it can affect business activities and operations. The study would be helpful
for people to recognise that what are the main social media platforms which supports to flourish
business activities and improve quality of products. If a Q5 use social media like – Facebook and
Twitter to expand its market visibility then it aids clients to know more about existing business
strategies of the company and what are its future plan. By using social media, management can
also know that what are necessary improvements to be made so as to function effectively and
gain high competitive edge at marketplace.
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1.4 Rationale of Research
The main rationale of this research is to enhance the knowledge about the social media
and it is helpful in increase the skills and capabilities of researcher. It will help researcher in the
future and carrier of the investigator.
1.5 Research aims
Research aims entails to describe the major topic on which the whole project relies upon.
The aim of this study is to investigate “The impact of social media channels in marketing and
promotional activities of the company. A case study on Q5”.
1.6 Research objectives
 To identify Advantages related with use of social media channels.
 To examine Impact of Social Media on Business Performance of Q5 company.
 To determine Role of social media on development of Q5 business.
 To recommend Various ways by which Q5 firm can increase its business activities at
large scale.
1.7 Research questions
 Q1. What are the main benefits of social media channels for a business association?
 Q2. What is the impact of social media on performance outcomes of Q5?
 Q3. What is the role of social media marketing on growth of Q5 company at
marketplace?
 Q4. Justify the ways through which Q5 can raise its business operations or functional
areas at large level.
1.8 Gantt chart
Gantt chart is an effective that is commonly used to manage project activities or tasks in
the best possible manner and helps researcher to assign a time frame for all project activities. It
supports him to complete all tasks on of before their given time period.
Activities/ weeks 1 2 3 4 5 6 7 8 9 10 11 12
Research proposal
Determining research aims
and objectives
3

Prepare research questions
Literature review
Research methodology
Questionnaire
Data analysis
Conclusion
Recommendations
Final submission
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CHAPTER 2: LITERATURE REVIEW
It is scholarly paper which consists present knowledge involving substantive finding,
methodological and also theoretical contribution to specific research topic. It is two main kinds
of literature review articles and other being systematic review. Under this, data and information
is gathered with the help of secondary sources.
2.1 Advantages related with use of social media channels
From past years, social media has developed tremendously. From year 2006, growth rate
is more high. Social media has change way business communicate with consumers and also
people at large. In this modern era, there are large number of consumers connected with different
social media channels so it is easy for an organisation to interact with them in better manner.
There are some benefits related to social media channels use mention below as above:
Enhancing brand awareness: Social media has became most effective method to
improve the visibility of the business. It is opted by most of the new business, firstly the brand
needs to create there profile on social media, this involves interacting with more & more people.
Employee, sponsors & business partner of the company shares & like the page. This increases
the brand awareness among the people, develops network with individual to make them potential
customers.
Cost Effective: Marketing done through social media is cost effective part of
promotional strategies. Mostly creating profile on social site is free of cost which is much
affordable and less paid as compared to other form of advertisement. Saved money can be used
in the other form of marketing (Godey and et. al., 2016). This is the only form of marketing
which provides high rate of return in terms of investment.
Healthier customer satisfaction: According to He, Zha and Li, 2013, it has been stated
that Customer feels appreciated when they comments on the brands page and receives
personalised message instead of automated texts from the company. Being attentive to each
comment of the page reflects that the company values its customers and provide them best
experience.
Develops Brand recognition: Approx 3 billion of people are using internet on regular
basis, among them 74% of adults are using social media. Its important for the company to
develop brand awareness & make customer recognise it. Most of the adults are using social sites
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continuously at least once in a day and they go through the pages of promotional brands. Its
easier for the customer to buy the product of brand with which they are familiar.
Improves Sales: Social media has dramatical impact on sales of big brands. By
promoting products on Instagram, Facebook, LinkedIn and twitter, brand can increase the sales
effectiveness although it consumes time for perfect generation of revenue.
2.2 Impact of Social Media on Business Performance
Firms can develop its better brand image through social media. It is an effective tool and
also bring some innovative strategies that used through organisations. The social media develop
its positive impact on performance as well as growth of small business organisation. Social
media is gaining more popularity and also enhance continuous operations in most of the
organisations like for an instance small, large and start ups. On the basis of view point of
Hennig-Thurau and et. al., 2010 it has been stated that Business Process Performance is effective
with those organisations in which the transformation is available in inputs in to outputs (Goh,
Heng and Lin, 2013). Q5 organisation help the leaders of business in order to develop effective
businesses. It work with with consumers in order to help them for develop organisations of future
and provide them benefits to them in better manner. If this company will use better social media
tools to inform other people or business firms about its services then in this case large number of
business houses as well as people will be attracted towards it and its performance will be
enhanced in better manner.
The many people are available on different social media and they are connect with each
other in all over the world. So, on social media, organisation can communicate with the people
and also aware them out their services in an effective manner (He, Zha and Li, 2013). As
comparison with traditional media, efficiency and effectiveness of social media is more high and
it is helpful in promote several organisations to get better social platform. It is helpful in provide
more advantage to business of Q5 and through this performance will also be enhanced in better
manner. According to view point of Korda and Itani, 2013 it has been stated that More people
join the social media sites and also use them at continuous basis. With the help of using better
social media, firm can expand its business at large scale and also maximise its profit level
through give their better performance.
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2.3 Role of social media on development of Q5 business
Business firms have spend more money, resources and time to gain positive impact of
social media for generate more opportunities local and global level. On the basis of view point of
Hennig-Thurau and et. al., 2010, it has been stated that sustainable development of social media
has possible because of spread an awareness as well as high speed availability of internet in order
to reach at consumers. Social media provides effective opportunities for individuals in around
world to develop, disseminate, share, search data or information on wide area subjects ion order
to keep update about development of firms. In addition to this, social media plays a necessary
role in development of business as it enhanced brand value and also provides more recognition to
the business. With the help of using social media, Q5 firm is vale to showcase its services in an
effective manner. For any business organisation, it is necessary to create and develop their own
attractive website. It is helpful in expand business online and also reach to the social media
platforms. In order to maintain competitive edge, there are many social networking like
Facebook and Twitter are required (Hennig-Thurau and et. al., 2010). Role of social media in
business development given below as above:
Interact with target market- It is main advantage which social media provide to its
consumers. Through social media, firm can communicate with the consumers. According to Lee
and Kotler, 2011, it has been stated that going by Facebook as well as tweets updates posted
through consumer base provides insight in what they require. It is helpful for Q5 organisation to
develop better marketing strategies that help in address their demands.
Competition- If in case rivals are using social media tool already for engage or
marketing consumers, then it require to be assure through firm to keep with its digital mare ting
related strategies which are require to be executed.
Better marketing- At market place, there are many social media tools like for an
instance Twitter and LinkedIn and these all generate more interest between people which are
responsive to them as comparison to blatant marketing related approach. With the help of using
better social media tool, company can give attractive as well as creative marketing.
2.4 Various ways by which Q5 firm can increase its business activities at large scale
According to opinion of Noone, McGuire and Rohlfs, 2011, it has been stated that
Business firms can use different technologies as well as social media tools to expand its business
at large scale and enhance its productivity in an effective or better manner. It is a responsibility
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of manager to develop better or effective strategies for enhance business activities along with the
operations at large scale. It will be helpful in provide competitive advantages to business.
Different ways to increase business activities at large level given below as above:
Prioritise team- In addition to enhance business activities, it is necessary for manager to
give priority to its team or staff members so that their performance will be enhanced and they
will focus on perform task in an easy manner or with in given time period.
Attract people- It is necessary that company should provide better quality and attractive
products on the basis of needs and demands of consumers so that they they can purchase goods
of this firm. It will be helpful in enhance demands and needs of company in an effective manner
and provide competitive advantage to business.
Take reviews of consumers- After provide products and services to consumers, it is
required for an organisation to take feedback from consumers about usage of that products and
know about strengths and weakness. On the basis of given consumer reviews, company can
make some changes in its existing services and products accordingly. It will be helpful in
develop positive impact in end of consumers and they will be loyal towards firm.
Use better social media tool- IN order to expand business, it is necessary for Q5
organisation to select or adopt the better social media tool which help in enhance promotion or
marketing of business (Korda and Itani, 2013). There are many social media tools like for an
instance Facebook, Twitter, LinkedIn etc. It is helpful in aware people about services of firm and
generate more awareness of business.
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CHAPTER 3: RESEARCH METHODOLOGY
Research method is related with [different kinds of plan for main purpose of conduct an
investigation in better manner. It is necessary research part as it lays don methods which are
chosen to conduct an effective investigation in an effective or proper manner. It is related with
use of various kinds of tools by which an investigation can conduct in well proper or systematic
manner.
3.1 Type of Investigation
It can be varied and it is a responsibility of an investigator is to chose kind of
investigation depends on judgement (Rapp and et. al., 2013). In addition to this, there are two
different kinds of investigation quantitative and qualitative. Qualitative investigation relies on
data quality and also therefore it depends on data obtained as well as gathered. This present
investigation is based on qualitative investigation because under this an investigator consider the
various facts and figures in order to develop better conclusion in systematic or proper manner.
3.2 Research design
Generally, research design is a type of framework which would be explain overall pattern
for conduct an investigation in systematic manner. It includes developing objectives, gather
relevant data or information, selecting different research analysis methods, time, cost, various
actions and responsibilities and many others. There are three different kinds of research design
Exploratory research, experimental or casual Descriptive research design.
It is related with defining issues and its different better solutions. It can be consider as
particular and also purposive study. In this current era, it is most usable investigation and related
with assessing information in proper manner (Schultz and Peltier, 2013). In order to conduct this
research, an investigator uses descriptive research design and it is based on the qualitative
investigation.
3.3 Research Philosophy
It is termed as the different category of conditions, nature & rising of knowledge. This believes
in a way through which data can be analysed in effective mode. Further research philosophy is
categorised in two parts positivism & interpritivism. As per new trend of research interpritivism
is used in this research. This method of research is quality oriented which emphasis on the
availability of quality in the provided data. This is based on nature of human being and different
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types of role which they play in regular routine or social life. It understands behaviour of other
person as per their set of meaning on researcher point of view.
3.4 Research Approach
This is the strong equipment of research that supports in conducting it in proper way so
that its output can be accessible. This methodology can be classified in two important research
approaches which are deductive & inductive approach. In this research inductive approach is
used by researcher. This approach in based on subjective data. It depends on the availability of
statistical data collected by the analyst (Sigala, Christou and Gretzel, 2012). This approach
emphasis on collecting informative data and collaborate it with specific goal to set an example to
connect & contract hypothesis. Inductive approach is adopted by the researcher as it provides the
information in the detailed form and its easier for the researcher to investigate on it.
3.5 Data Sampling
Researcher collects the data in the sample form as it is impossible for them to gather data
on the large level and do research. Population is divided into different samples and these samples
are used for research purpose. Under this the population size 50 and they all are to selected.
Sample represents whole population, in this research size of Respondents is 50 which have been
chosen for research purpose. Data sampling is divided into two types of approaches which
involves Probabilistic & non-probabilistic. Probabilistic sampling is the technique which
provides everyone equal chance to be chosen as symbolic sample, wherein non-probabilistic
technique does not reveal that who is going to be the part of the sample size, there is no sign of
equality (Tuten and Solomon, 2017). Researcher has adopted non probabilistic technique to
conduct this research.
3.6 Ethical Consideration
This is one among the most important characteristic of conducting the research. During
the research a researcher faces many types of problems & issues. These problems needs to get
resolved in a effective way. Issues rises in the research are required to be solved in the particular
provided time frame. During the research, researcher collects data from the respondents which is
confidential & it is the responsibility of the researcher to make sure that received data should not
be shared or disclosed to anyone and this data should be used for the purpose of research only.
The goals of research must be fulfilled in the effective manner with in the assigned time for
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which researcher got the money. Researcher needs to put high efforts as per the requirement of
the research to achieve its objective in the efficient as well as effective way.
When the questions related to the specific research topic were raised then I was unable to
answer them in a proper manner because I have no knowledge about the topic i.e. impact of
social media channels in marketing and promotional activities of the company. It is difficult for
me to face that situation. But through conducting this investigation, I can get better knowledge
and learn something new about the topic of research.
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CHAPTER 4: DATA ANALYSIS
It is a procedure of systematically apply the logical as well as statistical techniques to
examine as well as illustrate, recap, condense and also evaluate data or information. It is
necessary component of assuring integrity of data to accurate and proper research finding
analysis.
QUESTIONNAIRE
Name:
Age:
Address:
Contact number:
Q1) What is impact of social media tools on performance of Q5 business firm?
a) Attract consumers
b) Enhance communication with consumers
c) Rapid development of application
d) Increase reputation of firm
Q2) Is social media important for organisations to increase their marketing?
a) Yes
b) No
Q3) What is role of social media on development of Q5 business?
a) Competition
b) Interact with target market
c) Better marketing
Q4) Is social media positive addition to this present business environment?
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
Q5) What are different social media tools use through Q5 organisation for increase its
promotional activities?
a) Twitter
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b) Facebook
c) Instagram
d) LinkedIn
Q6) What are benefits of social media on marketing activities of company?
a) Connect with more people
b) Enhance brand awareness
c) Influence buying decision of consumers
d) Better consumer satisfaction
Q7) Are applications of social media helpful in make business performance better?
a) Yes
b) No
Q8) What are different ways by which Q5 firm can increase its business activities at large
scale?
a) Attract people
b) Take reviews of consumers
c) Prioritise team
d) Use better social media tool
Q9) What will be affect of social media on capabilities of Q5 business organisation?
a) Innovation
b) Knowledge management
c) Training
d) Quick application envelopment
Q10) To suggest different methods through which Q5 company can gain competitive
advantage at market place.
13

The sources of collection of data or information and through preparing the chart is
Survey.
THEME 1: Impact of social media tools on performance
14

Q1) What is impact of social media tools on
performance of Q5 business firm?
Frequency
Attract consumers 17
Enhance communication with consumers 12
Rapid development of application 10
Increase reputation of firm 11
Source: Survey
15
Attract consumers
Enhance communication with consumers
Rapid development of application
Increase reputation of firm
0
4
8
12
16
17
12
10 11
Column B

Interpretation: The social media tools develop more affect on performance level of Q5
organisation. Among 50 respondent there are only 17 said that main affect of social media is to
attract large number of consumers. 12 people said that it is helpful in increase interaction with
customers. But on the basis of 11 respondents, social media impacts on business through enhance
its reputation.
THEME 2: Social media important for organisations to increase marketing
Q2) Is social media important for
organisations to increase their marketing?
Frequency
Yes 32
No 8
Source: Survey
16
Yes No
0
5
10
15
20
25
30
35
32
8
Column B

Interpretation: Under this, according to 32 respondents that social media is helpful in enhance
marketing of business firm. But there are 8 respondents which are not agree with this given
statement.
THEME 3: Role of social media on development
Q3) What is role of social media on
development of Q5 business?
Frequency
Competition 20
Interact with target market 17
Better marketing 13
Source: Survey
Interpretation: Social media plays a necessary role in development of business. It is helpful in
making business firm more successful. According to 20 respondents, social media is helpful in
compete with strong competitors in better manner. On the other hand there are 17 respondents
17
Competition
Interact with target market
Better marketing

which said that main role of social media is to interact with its target market in better manner. On
the basis of 13 respondents, it is an effective way of marketing and enhance efficiency of
business.
THEME 4: Social media positive addition to this present business environment
Q4) Is social media positive addition to this
present business environment?
Frequency
Strongly agree 19
Agree 15
Disagree 13
Strongly disagree 3
Source: Survey
Interpretation: There are 19 respondents and they are strongly agree with that social media
provide positive affect on business environment but there are 15 respondents which are only
agree with this. On the basis of 13 people, they said that there are some other things which make
18
Strongly agree Agree Disagree Strongly disagree
0
2
4
6
8
10
12
14
16
18
20
19
15
13
3
Column B

business more successful or better. There are 3 respondents which are not fully satisfied from
this given statement and said that firm should try to more.
THEME 5: Different social media tools use through Q5 organisation for increase
Q5) What are different social media tools
use through Q5 organisation for increase its
promotional activities?
Frequency
Twitter 10
Facebook 20
Instagram 8
LinkedIn 12
Source: Survey
Interpretation: At market place, there are many social media tools which help an organisation
to promote its services and products in an effective manner. According to 10 respondents, twitter
is more effective to connect with people. On the basis of 20 respondents Facebook is helpful in
promoting because as comparison to other social sites people are more connected with this.
According to 12 respondents LinkedIn is an effective way to promote its business activities in an
efficient manner.
19
10
20
8
12
Twitter
Facebook
Instagram
LinkedIn

THEME 6: Benefits of social media on marketing activities
Q6) What are benefits of social media on
marketing activities of company?
Frequency
Connect with more people 12
Enhance brand awareness 17
Influence buying decision of consumers 10
Better consumer satisfaction 11
Source: Survey
Interpretation: Social media provides more advantage to activities of marketing of Q5
organisation. There are 12 respondents and according to them, it is helpful in connect with more
people. According to 17 respondents, it is helpful in increase awareness of brand at market place.
11 respondents which said that it provides better customer satisfaction to people. On the basis of
10 respondents, it influence through the purchase decision of customers at market place.
THEME 7: Applications of social media helpful in make business performance
Q7) Are applications of social media helpful
in make business performance better?
Frequency
20
Connect with more people
Enhance brand awareness
Influence buying decision of consumers
Better consumer satisfaction
0
2
4
6
8
10
12
14
16
18
12
17
10
11
Column B

Yes 28
No 12
Source: Survey
Interpretation: There are 28 respondents which said that social media is helpful in enhance
performance level of firm better and effective. But on the basis of 12 respondents, Q5
organisation should need to conduct some more or try to perform in better manner for give its
performance better at market place as comparison of its strong competitors.
THEME 8: Different ways by which Q5 firm can increase
Q8) What are different ways by which Q5
firm can increase its business activities at
large scale?
Frequency
Attract people 18
Take reviews of consumers 9
Prioritise team 10
Use better social media tool 13
21
Yes No
0
5
10
15
20
25
30 28
12 Column B

Source: Survey
Interpretation: There are various ways through which people can enhance activities of business
in an effective or better manner. On the basis of 18 respondents that it helps in attract large
number of people in competitive market. There are 9 respondents which said that company can
take reviews of consumers and make changes accordingly. Through this, Q5 organisation can
increase its business operations and activities in an effective manner.
THEME 9: Affect of social media on capabilities of Q5 business
Q9) What will be affect of social media on
capabilities of Q5 business organisation?
Frequency
Innovation 12
Knowledge management 15
Training 18
Quick application Development 8
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Interpretation: There are various things which can impact capabilities of social media n
activities of Q5 organisation. On the basis of 12 respondents, innovation impact of social media
capabilities. There are 18 respondents which said that firm should provide training to staff
members about services of firm. On the other hand, 8 respondents said that it is helpful in rapid
development of application impact of social media on business capabilities of Q5 organisation in
an effective or better manner.
23
Innovation
Knowledge management
Training
Quick application Development
0
2
4
6
8
10
12
14
16
18
12
15
18
8
Column B

CHAPTER 5: RECOMMENDATIONS & CONCLUSION
5.1 Recommendation
Every large and small business associations wants to expand their business at global level
and for this they tend towards acquiring new and innovative promotional tools thus to improve
the effectiveness of its offerings. Thus, adoption of social media strategies would help Q5 to
develop an effective marketing plan which ensure future growth and success of the company at
market place. Management can adopt Facebook and LinkedIn to attract various large
organisations towards the firm and grab better future opportunities. In order to spread online
visibility, Q5 needs to acquire pay per click advertising through other social media channels to
promote its website through Facebook so that many organisations can connected with it.
Implementation of online strategies would also supports organisation to improve their brand
awareness which increases many loyal customers towards the company. However, certain
implications should be done so as to ascertain uncontrolled environment on which business don't
have control over and so that it requires a powerful online marketing strategy which enables to
deal with diverse nature of customers' demands regardless of whether positive or negative.
5.2 Conclusion
The investigation has commenced by providing background of the study, the researcher
has conducted the study on determining the influences of social media channels to promote
business activities. It is evaluated that social media is gradually turning into a critical marketing
tool which offers an organisation to draw in with their business sectors and to find out something
about customers‟ needs, vital fragments and profile dissimilar. Although, social media is
becoming most popular and efficient tool but can also pose a threat as well as an opportunity for
business associations cause there people can easily present their views upon products and
services of Q5. In addition this, after getting consumers' viewpoints towards the quality of
products, managers enable to improve the quality of their products and services; it leads
enhancement in sales and productivity of the company in certain time period. Web-based social
networking alone can't be viable without increasing it with other conventional media channels
like radio, daily paper, or TV despite the fact that it is broadly announced that the viability of
conventional media and their utilization is forcefully falling. Along with this, the present
24

research also indicates that how online networking has progressed toward becoming a critical
instrument for marketing and increase brand awareness by promoting products and services.
Beside this, the findings of this research is an empirical framework coincided with a
theoretical framework that is relied upon the research problems. In past few decades, several
chances are also come in needs and wants of customers; they want effective and qualitative
information about products to which they want to purchase.
In this, questionnaire method is used to collect the information and data but other than
this, researcher can use the alternative method i.e interview. For every respondents, different
questions need to be prepared to interviewer. It is helpful in provide the positive outcomes of an
investigation.
RESEARCH ETHICS
It is regarded as set of the principles that help in governing way of any investigation
consisting communication between the researcher and other people. It is the responsibility of an
investigator to perform the activities and tasks at the time of conducting an investigation. Under
this, investigator requires to neglect the deceptive practices because they affect on the research
related operations
REFLECTION
This research is based on impact of social media channels in marketing and promotional
activities of the company. Main aim of conducting an investigation to increase knowledge base
in implementing the different social media channels which can help in promote the services as
well as products of company. It will help me in future to perform any activities along with
achieving my future objectives. Through this kind of evaluation, my skill to collect data and
information will be improved. Main reason behind conducting this research is to get over from
the problems and get the better outcomes. At the time of conducting an investigation, I face the
time and cost related issues. This present investigation is based on the qualitative means and also
used the inductive approach. Through using the primary and secondary research method,
investigator collect relevant information and data. In this investigation, questionnaire method is
used in the primary method that provides the relevant information about the specific subject area.
Alternative research methodologies
25

Various methodologies are there which can be used by researcher for carry out investigation
and to draw valid conclusion. Primary method of data collection is used in present research.
Questionnaire is used in this research to collect information from various respondents about the
main topic of research. Alternative research methodologies which could be used by researcher to
complete research include interviews, observations and focus groups. Descriptive research
method is used in this investigation. Alternative research method which a research could use
includes experimental research.
26

REFERENCES
Books & Journals
Akar, E. and Topçu, B., 2011. An examination of the factors influencing consumers' attitudes
toward social media marketing. Journal of Internet Commerce.10(1). pp.35-67.
Constantinides, E. and Zinck Stagno, M.C., 2011. Potential of the social media as instruments of
higher education marketing: a segmentation study. Journal of marketing for higher
education. 21(1). pp.7-24.
Godey, B. and et. al., 2016. Social media marketing efforts of luxury brands: Influence on brand
equity and consumer behavior. Journal of business research. 69(12). pp.5833-5841.
Goh, K.Y., Heng, C.S. and Lin, Z., 2013. Social media brand community and consumer
behavior: Quantifying the relative impact of user-and marketer-generated content.
Information Systems Research. 24(1). pp.88-107.
He, W., Zha, S. and Li, L., 2013. Social media competitive analysis and text mining: A case
study in the pizza industry.International Journal of Information Management. 33(3).
pp.464-472.
Hennig-Thurau, T. and et. al., 2010. The impact of new media on customer relationships. Journal
of service research. 13(3). pp.311-330.
Korda, H. and Itani, Z., 2013. Harnessing social media for health promotion and behavior
change. Health promotion practice. 14(1). pp.15-23.
Lee, N.R. and Kotler, P., 2011. Social marketing: Influencing behaviors for good. Sage.
Nicholls, J., 2012. Everyday, everywhere: alcohol marketing and social media—current trends.
Alcohol and Alcoholism.47(4). pp.486-493.
Noone, B.M., McGuire, K.A. and Rohlfs, K.V., 2011. Social media meets hotel revenue
management: Opportunities, issues and unanswered questions. Journal of Revenue and
Pricing Management. 10(4). pp.293-305.
Rapp, A. and et. Al., 2013. Understanding social media effects across seller, retailer, and
consumer interactions. Journal of the Academy of Marketing Science. 41(5). pp.547-
566.
Schultz, D.E. and Peltier, J., 2013. Social media's slippery slope: challenges, opportunities and
future research directions. Journal of research in interactive marketing. 7(2). pp.86-99.
Sigala, M., Christou, E. and Gretzel, U. eds., 2012. Social media in travel, tourism and
hospitality: Theory, practice and cases. Ashgate Publishing, Ltd.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Online
Digital technology reshaping business and society, 2018. [Online]. Available through:
<https://www.tieto.com/insights-and-opinions/digital-technology-reshaping-business-
and-society>./
Understanding the Role of Social Media in Marketing, 2018. [Online]. Available through:
<https://www.thebalancesmb.com/understanding-the-role-of-social-media-in-
marketing-2296140>./
27

Research Proposal and Ethical Form
Research Proposal Form
Student Name: ______________________ Student ID:
______________________
Centre Name: _____________________
Tutor: ________________ Date:
___________________
Unit: ____________________
Proposed Title: ______________________________________________
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question,
objective or hypothesis)
To determine the impact of social media channels in marketing and promotional activities
of the company. A case study on Q5.
Research objectives (e.g what is the question you want to answer? What do
you want to learn how to do? What do you want to find out?):
Research objectives
 To identify Advantages related with use of social media channels.
 To examine Impact of Social Media on Business Performance of Q5 company.
 To determine Role of social media on development of Q5 business.
 To recommend Various ways by which Q5 firm can increase its business activities
at large scale.
Research questions: -
Q1. What are the main benefits of social media channels for a business association?
Q2. What is the impact of social media on performance outcomes of Q5?
Q3. What is the role of social media marketing on growth of Q5 company at marketplace?
Q4. Justify the ways through which Q5 can raise its business operations or functional areas
28

at large level.
Section Two: Reasons for choosing this research project
Reasons for choosing the project (e.g links to other subjects you are
studying, personal interest, future plans, knowledge/skills you want to
improve, why the topic is important):
 The main reason behind choosing this project is that digitalisation is a
very broad concept which highly affects business activities and
processes in respect of improving their efficiencies and abilities.
 Another reason to choose this project is personal interest of researcher
as he or she wants to gain more and more information about
digitalisation and social media marketing, how its affects company.
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective or
hypothesis:
Advantages related with use of social media channels
From past years, social media has developed tremendously. From year 2006, growth rate is
more high. Social media has change way business communicate with consumers and also
people at large. In this modern era, there are large number of consumers connected with
different social media channels so it is easy for an organisation to interact with them in
better manner. There are some benefits related to social media channels use mention below
as above:
Healthier customer satisfaction: According to He, Zha and Li, 2013, it has been
stated that Customer feels appreciated when they comments on the brands page and
receives personalised message instead of automated texts from the company. Being
attentive to each comment of the page reflects that the company values its customers and
provide them best experience.
Develops Brand recognition: Approx 3 billion of people are using internet on
regular basis, among them 74% of adults are using social media. Its important for the
company to develop brand awareness & make customer recognise it. Most of the adults are
using social sites continuously at least once in a day and they go through the pages of
promotional brands. Its easier for the customer to buy the product of brand with which
29

they are familiar.
Impact of Social Media on Business Performance
Firms can develop its better brand image through social media. It is an effective
tool and also bring some innovative strategies that used through organisations. The social
media develop its positive impact on performance as well as growth of small business
organisation. Social media is gaining more popularity and also enhance continuous
operations in most of the organisations like for an instance small, large and start ups. On
the basis of view point of Hennig-Thurau and et. al., 2010 it has been stated that Business
Process Performance is effective with those organisations in which the transformation is
available in inputs in to outputs.
According to view point of Korda and Itani, 2013 it has been stated that More people join
the social media sites and also use them at continuous basis. With the help of using better
social media, firm can expand its business at large scale and also maximise its profit level
through give their better performance
Role of social media on development of Q5 business
Business firms have spend more money, resources and time to gain positive impact
of social media for generate more opportunities local and global level. On the basis of
view point of Hennig-Thurau and et. al., 2010, it has been stated that sustainable
development of social media has possible because of spread an awareness as well as high
speed availability of internet in order to reach at consumers. Social media provides
effective opportunities for individuals in around world to develop, disseminate, share,
search data or information on wide area subjects ion order to keep update about
development of firms. In order to maintain competitive edge, there are many social
networking like Facebook and Twitter are required. Role of social media in business
development given below as above:
Interact with target market- It is main advantage which social media provide to
its consumers. Through social media, firm can communicate with the consumers.
According to Lee and Kotler, 2011, it has been stated that going by Facebook as well as
tweets updates posted through consumer base provides insight in what they require. It is
helpful for Q5 organisation to develop better marketing strategies that help in address their
30

demands. Various ways by which Q5 firm can increase its business activities at large scale
According to opinion of Noone, McGuire and Rohlfs, 2011, it has been stated that
Business firms can use different technologies as well as social media tools to expand its
business at large scale and enhance its productivity in an effective or better manner.
He, W., Zha, S. and Li, L., 2013. Social media competitive analysis and text mining: A
case study in the pizza industry.International Journal of Information
Management. 33(3). pp.464-472.
Hennig-Thurau, T. and et. al., 2010. The impact of new media on customer relationships.
Journal of service research. 13(3). pp.311-330.
Korda, H. and Itani, Z., 2013. Harnessing social media for health promotion and behavior
change. Health promotion practice. 14(1). pp.15-23.
Lee, N.R. and Kotler, P., 2011. Social marketing: Influencing behaviors for good. Sage.
Noone, B.M., McGuire, K.A. and Rohlfs, K.V., 2011. Social media meets hotel revenue
management: Opportunities, issues and unanswered questions. Journal of
Revenue and Pricing Management. 10(4). pp.293-305.
Section Four: Activities and timescales
Activities to be carried out during the research project (e.g
research, development and analysis of ideas, writing, data
collection, numerical analysis, tutor meetings, production of final
outcome, evaluation, writing the report):
 Research proposal
 Determining research aims and objectives
 Prepare research questions
 Literature review
 Research methodology
 Questionnaire
 Data analysis
 Conclusion
 Recommendations
 Final submission
How long this
will take:
31

Milestone one: _________________
Target date (set by tutor): ____________________
Milestone two: _______________________
Target date (set by tutor): ______________________
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use and
why?
What your areas of research will cover:
Research method is related with different kinds of plan for main purpose of conduct an
investigation in better manner. It is necessary research part as it lays don methods which
are chosen to conduct an effective investigation in an effective or proper manner. In
addition to this, there are two different kinds of investigation quantitative and qualitative.
This present investigation is based on qualitative investigation because under this an
investigator consider the various facts and figures in order to develop better conclusion in
systematic or proper manner.
Generally, research design is a type of framework which would be explain overall pattern
for conduct an investigation in systematic manner. It includes developing objectives,
gather relevant data or information, selecting different research analysis methods, time,
cost, various actions and responsibilities and many others. There are three different kinds
of research design Exploratory research, experimental or casual Descriptive research
design. It is termed as the different category of conditions, nature & rising of knowledge.
32

This believes in a way through which data can be analysed in effective mode.
Further research philosophy is categorised in two parts positivism & interpritivism. This is
the strong equipment of research that supports in conducting it in proper way so that its
output can be accessible. Research approach refers to process and plan that includes some
steps of wider assumptions to detailed method of collection of data, analysis and
interpretation. There are two different types of research approaches which are deductive &
inductive approach. In this research inductive approach is used by researcher. This
approach in based on subjective data. It depends on the availability of statistical data
collected by the analyst.
Under this, research methodology used through investigator is Qualitative and in this
investigator consider the various facts and figures in order to develop better conclusion in
systematic or proper manner. This investigation depends on Qualitative research methods
so under this researcher taken interpretivism research philosophy.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted for
another qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV sampling)
Comments (Optional):
I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date
33

Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title: To determine the impact of social media channels in
marketing and promotional activities of the company. A case study on Q5.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part
of your project:
34


 Questionnaires Yes

 Observations Yes
 Use of personal records Yes
 Data Analysis Yes
Section 3: Participants
Please answer the following questions, giving full details where
necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Adults: 18 and above
How will participants be recruited (identified an approached)?
Under this, participants will be selected randomly.
Describe the processes you will use to inform participants about what
you are doing:
With the help of personal interaction or emails, participants will
be inform.
How will you obtain consent from participants? Will this be written?
How will it be made clear to participants that they may withdraw
consent to participate at any time?
Researcher will obtain the consent from participates via personal
approach. It will be in the written form. Participants can be
withdraw their consent before undertaking any investigation
related work. Once fill up forms they can not be back track.
Studies involving questionnaires: will participants be given the option of
omitting questions that do not wish to answer?
Yes
If no please explain why below and ensure that you cover any ethical
issues arising from this
Studies involving observation: Confirm whether participants will be
asked for their informed consent to be observed.
Yes
Will you debrief participants at the end of their participation (i.e give
them a brief explanation of the study)?
Yes
35

Will participants be given information about the findings of your study?
(This could be a brief summary of your findings in general)
No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in
compliance with the Data Protection Act (1998)
Yes
Who will have access to the data and personal information?
I will access data and also personal information.
During the research:
Where will the data be stored?
Data will be stored on my hard drive.
Will mobile devices such as USB storage and laptops be used
Yes
If Yes, please provide further details:
For storing as well as managing personal data, external hard
drive will be used.
After the research: It will be uploaded on personal cloud storage.
Where will the data be stored?
Cloud and hard drive.
How long will the data and records be kept for and in what format?
6 months after research work.
Will data be kept for use by other researchers?
No
Declaration
I have read, understood and will abide by the institution’s Research and
Ethics Policy:
Yes
I have discussed the ethical issues relating to my research with my Unit
Tutor:
Yes
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical
issues that may arise in the course of my research
Name: Iovan Orhideea Date:
09.09.2017
Please submit your completed form to the Cohort Leader and a copy to your
supervisor only
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