Improve the Social Media Advertisement Essay
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Added on 2020-07-23
Improve the Social Media Advertisement Essay
Added on 2020-07-23
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Ways to improve the Socialmedia advertisement toenhance on consumerbehaviour
ABSTRACTIn the present dissertation, researcher has focused on identifying the ways to improve theSocial media advertisement to enhance on consumer and behaviour. Scholar have focus on thedifferent social media platforms such as Facebook, Instagram, Twitter etc. which helps theorganisation to serve the high level of and helps to influence the behaviour of the customers. Inaddition to this, the major objective of this dissertation is to find the way how social mediamarketing evolved and what are its strength? What use does it change in the current marketsituation of London? With that the dissertation is going to cover the impact of social media onconsumer behaviou? And if so, how important it this for marketers. It is also going to cover thedifferent aspects such as stages of consumer decision-making which can be influenced by socialmedia advertising and consumer perceptions and attachment with the brand; affecting theconsumer behaviour, , and loyalty.
TABLE OF CONTENTSABSTRACT.....................................................................................................................................2CHAPTER 1: INTRODUCTION....................................................................................................1Background of the study.........................................................................................................1Research aim..........................................................................................................................3Research objective..................................................................................................................3Research Question..................................................................................................................3Rationale of the study.............................................................................................................4Focus and Purpose..................................................................................................................4Research Problem and Hypothesis.........................................................................................5Significance of the research....................................................................................................5Dissertation structure..............................................................................................................6CHAPTER 2: LITERATURE REVIEW.........................................................................................9Social media marketing evolved and what are its strength? What use does it change in thecurrent market situation of London?......................................................................................9What are the stages of consumer decision-making which can be influenced by social mediaadvertising and how?............................................................................................................10Consumer behaviour and be affected by the social media advertisement and if it has affectedthan how it is significant for the marketer?..........................................................................11Link of consumer behaviour, and consumer decision making with the social mediaadvertisement?......................................................................................................................14Use of social media marketing as the tool to alter the consumer choices and preferences..15CHAPTER 3: RESEARCH METHODOLOGY ..........................................................................20Research Philosophies..........................................................................................................20Research approach................................................................................................................22Research strategy..................................................................................................................23Research design....................................................................................................................23Data collection......................................................................................................................24Sampling...............................................................................................................................26Data analysis.........................................................................................................................27Ethical consideration............................................................................................................27
Research limitations.............................................................................................................28CHAPTER 4: DATA ANALYSIS ...............................................................................................28Data Analysis and Interpretations........................................................................................33CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................43Conclusion............................................................................................................................43Recommendation..................................................................................................................45REFERENCES..............................................................................................................................48Appendix........................................................................................................................................50Questionnaire........................................................................................................................50
CHAPTER 1: INTRODUCTIONBackground of the studySocial media advertisement is the internet based marketing, when the differentorganisations are using the internet technologies to serve promotional advertisement to theirtarget market. It is the message and promotional advertisement which is delivered throughvarious channels such as search engine online advertisement, email, banner ads on websites andmobile, affiliates advertisement and different social media platforms such as Facebook,Instagram and Twitter, etc. It has been developed in between 1990's and 2000's and havechanged the process of using different technologies for marketing their brands and business. Asthe digital advertisement has increased in the daily life and marketing plans, individuals havebeen using digital platforms to buy the products and access to services instead of using thephysical shops. As compared to the physical marketing, digital advertisement is becoming moreefficient, effective and prevalent. There are several ways by which the organisation can usedigital advertisement that are search engine optimisation, content marketing, search enginemarketing, content automation, influencer, data-driven, e-commerce, campaign, email socialmedia marketing, display advertisement, etc. Nowadays, digital advertisement has extended andcompany is using applications for promotion of services. It is the term which is first used in1990's but it has roots from the mid of 1980's when the Channel Net and Soft Ad Group havecreated marketing campaigns for the Auto-mobile organisation. In the year 2000, a survey wasmade by UK where most of the retail companies have registered their own domain on internetwhich state that it has rapidly increased digital marketing as well as being adopted by theconsumer. The term used for the digital advertisement are online, web and internet marketing.By the year 2010, it has been estimated that digital advertisement has made 4.5 trillion ads andthere is increase in the digital marketing by 48%. Consumer behaviour is the study of group, individual or organisation where all theoperation is associated with the buying, use and disposal of goods and services. It also includesthe consumer mental, behavioural and emotional responses which is to be followed by themanufacturer and different organisation who is selling different products and services. It hastaken existence between the 1940's and 1950's as a subject in the marketing area. It is the inter-disciplinary social science that consist of different elements that are Psychology, social
anthropology, behavioural economics and sociology. It is the estimation of consumer emotions,preferences, attributes at the time of buying any products and services. It is very important forthe organisation to have deep knowledge and research on consumer behaviour in order to attractand retain their target market. Social media marketing have sifted the paradigm of that how theorganisation market themselves and gain competitive advantages. Before purchasing theproducts by the companies, they can see and analyse the reviews and comments, and this helpthem to make decision that which brands they can choose to buy products and services. After theintroduction of digital marketing consumer are becoming more engaged and informed about thedifferent characteristics and features of the various products they buy. Social media marketingnot only help the consumer to make decision regarding purchase, it also creates the brand imageof the organisation. With the help of digital marketing, retail outlets can have direct contact withthe consumer or the end users. Consumer behaviour can be reflect with the help of their buyingpreferences about the brand and different products and services from the retail stores.The technology is advancing day by day, due to that there is rise in the internet and web,the people are not interacting on the social media platforms and compare to the physicalcommunication. Digital world create more connection between the individuals, as people whoare living in several territories, does not communicate by physical form, they need tocommunicate with the internet and web platforms such as Facebook, Twitter, Instagram, etc.Different business have grab this opportunity and have started communicating with the customerby digital or virtual based. This serve them effective connection and communication with thelarge customers who cannot buy products and services from the physical store due toinconvenience. Development of these technologies have shifter the consumer behaviour, norhave companies to change the way of interaction and communication with the consumer. Insimple words it is said that the organisation have to shift towards the digital technology in orderto market and sell their products. Due to this there is change in the consumer decision makingprocess. The retail sector of the London have shown the increase in sales and productivity withthe help of enhancing their digital marketing. There are several digital platforms that are used bythe organisation such as email marketing, online advertisement, Affiliate marketing, SEO, PPC,social media marketing. Email marketing is the communication of message with the help ofelectronic mail to the selected audience. Online advertisement is the marketing of products and
services on the internet. Affiliate marketing is the selling of products with the affiliatemarketersand acquire rewards for the referrals. Search engine marketing is related to the web searchers,pay per click is the advertisement where the marketer have to pay for per click made by theconsumer. And social media marketing is the sharing and publication of content by the person ondifferent social platforms such as Blogs, videos and images.Research aimAim of the study is to “To identity the ways to improve the Social media advertisementto enhance on consumer behaviour : A case study on Tesco PLC”Research objectiveTo understand impact of Social media advertisement on stakeholder of organisation andbusiness To analyse impact of Social media marketing on consumer behaviour with that how itcan be used to gain competitive advantageTo study about retail industry and use of Social media in promoting business.To analyse and evaluate different methods that can advance social media effectiveness inorder to attract consumer. Research QuestionHow has social media marketing evolved and what are its strength? What use does itchange in the current market situation of London?How social media can effect on consumer behaviour? And if so, how important it this formarketers?What are the stages of consumer decision-making which can be influenced by socialmedia advertising and how?Can social media advertising be used for altering consumer perceptions and attachmentwith the brand; affecting the consumer behaviour and loyalty?
Rationale of the studyIn order to conduct the research, there are several reasons which affect in the mind ofresearcher. In this way, the investigator creates curiosity and interest and this is one of the keyreason by which he has chosen the topic that is impact of digital advertisement on consumerbehaviour in the retail organisation as the dissertation topic. Scholar has good understanding andknowledge related to the topic that is the key reason he or she has selected this topic for thefurther research. With that he or she has relevant and significant information and data about thetopic and it is another reason why the researcher have selected this topic. With this he or she hasenough and detailed data about the subject which help him or her to conduct the successfulresearch. As the Social media marketing have created great impact on the behaviour of consumerwhich help them to make effective decision related to the purchase and making choice from thedifferent brand. In the today's era, people have started purchasing from online stores rather thanphysical store. This impact have influenced the researcher to conduct research on this topic.Focus and PurposeIn this present Dissertation, the main objective of the researcher is to analyse the effect ofSocial media marketing on consumer behaviour in the retail industry. Researcher actually wantto know that how the different platforms of social media affect the consumer behaviour andconsumer decision making. The dissertation explain how social media marketing is significancefor the marketer in order to promote their brand with that attract and retain customers. Thus, it isvery important for the different organisation to implement different form of virtual marketing togain competitive advantage and influence consumer behaviourResearch Problem and HypothesisAfter the development of Information technology and digital technologies, it hasenhanced the communication level about the information to the target market and end users.There are several medium by which the organisation can use the digital marketing such as socialmedia, digital advertisement, email, content marketing etc. These all activities are linkedtogether to promote the products and services of the company. As the Social media marketinghave enhanced, there is rise in the new medium of communication and digital advancements.
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