Social Media and Business Performance: A Survey

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
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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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