Impact of Social Media Marketing on Retail Sales: A Study

This research proposal investigates the influence of social media marketing on retail sales within the retail sector, specifically focusing on Morrisons. The study aims to determine the impact of social media marketing on sales, how social media affects retail businesses, and whether social media marketing is beneficial for retail. The proposal includes a review of literature from sources like Tuten and Solomon, Felix et al., Prasad and Saigal, Dahl, Wang and Kim, and Agnihotri et al., exploring topics such as traffic generation, brand awareness, customer service, and the challenges of measuring ROI. The research methodology will employ qualitative research, collecting data through questionnaires, surveys, and secondary sources. The study will utilize purposive sampling and thematic analysis to analyze data, with ethical considerations addressed. The project timeline outlines activities from topic selection to submission, spanning several months. This proposal offers a structured plan for assessing the effects of social media marketing on retail sales performance.

Research Proposal Form
Student Name:
Student Number:
Centre Name:
Tutor:
Date:
Unit:
Proposed title:

Section One: Title, objective, responsibilities
Title: To assess the influence of social media marketing on sales on areas which are operating in retail sector.
A Study on retail sector-Morrisons
Objectives:
 What is impact of social media marketing on sales?
 How social media affect retail business?

 Is social media marketing is good for retail business or not?
Section Two: Reasons for choosing this research project
In the present scenario, retail industry has numerous fluctuation in its margin and trend as well. This study will help me in extracting
viability of relationship among retail store and social media with impact of perceived quality and credibility of information. As I am addicted
to social networking websites, whenever I surf internet, I observe advertisements of shopping through electronic mails and different social
media network. So, I have my personal interest to known that social media marketing is really impacting retail business such as Morrisons or
not.
Section Three: Literature sources searched
As per views of Tuten and Solomon (2017), numerous people are spending considerable time on social media as it makes perfect
medium for driving traffic on website. If social media is performed in right aspect then there is huge potential. It supports different formats
such as sharing images, podcasts, text, videos etc. which could draw various audience in these websites. It helps in building brand awareness
along with dedicated efforts for long duration with constant proof of loyalty and trust on brand. In the similar aspect, social media has altered
various face of customer service. In the present scenario, consumers are preferring social media instead of communication to executives of call
centre. These consumers share the issues which are faced by getting product on social media with obtaining immediate action with reference to
brand. The brands will not hamper its brand image on social media and dive for solution mode. It helps in demonstrating responsive of brands

with context to customer complaints. Felix, Rauschnabel and Hinsch (2017) stated in their study that social media would be attaining positive
impact on audience of social media, if brand actions as positive impact as it depicts care on real time aspect. The most important aspect is that
it helps ion increment of sales as social media offers for opportunity of brands to raise conversions because of consumer interaction. This data
will make social media marketing critical for each brand whether it is small or big.
On the contrary Prasad and Saigal (2019) has stated that, return on investment of social media is difficult for measuring as it is very
complex because of numerous gains. It is replicated as very daunting function but in real world, it is next to impossible. It is very important for
getting information about worth of marketing activities on social media to bring organization and difficult for obtaining exact numbers. In
accordance with the views of Dahl (2018), brand image helps in increasing its sales if it is shown in positive aspect as each employee reflect
brand. It is very complex for monitoring activities of social media and understanding on these platforms. On the other side, Wang and Kim
(2017) argued that there is huge risk for post of social media on predefined objectives of organization as it will damage reputation of
organization and assertions are challenged to its investors. Social media is referred as huge platform for consumers to complain about its
services and products. If consumers face any issue then everyone will not complain directly as they might land company of social media
profiles and negative feedback about its offerings (Agnihotri and et.al., 2017). The biggest misconception about social media is referred as it is
free. There are various low and free of cost tools with availability for deploying substantial about usage and time for understanding aspect.
References
Tuten, T. L. and Solomon, M. R., 2017. Social media marketing. Sage.
Felix, R., Rauschnabel, P. A. and Hinsch, C., 2017. Elements of strategic social media marketing: A holistic framework. Journal of Business
Research. 70. pp.118-126.
Prasad, P. and Saigal, P., 2019. Social Media Marketing: Tools and Techniques. In Application of Gaming in New Media Marketing (pp. 202-
214). IGI Global.

Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Wang, Z. and Kim, H. G., 2017. Can social media marketing improve customer relationship capabilities and firm performance? Dynamic
capability perspective. Journal of Interactive Marketing. 39. pp.15-26.
Agnihotri, R. and et.al., 2017. Examining the role of sales-based CRM technology and social media use on post-sale service behaviors in
India. Journal of Business Research. 81. pp.144-154.
Section Four: Activities and timescales
Mentioned at last page of proposal.
Milestone one:
Target date (set by tutor):
Milestone two:
Target date (set by tutor):
Section Five: Research approach and methodologies
Research type: It is defined as best consideration of study on basis of concern or issues with application of scientific methods. There are two
types of research such as qualitative and quantitative research. In this study, there would be application of qualitative research. This is
replicated as exploratory research and used for gaining understanding about underlying opinions, reasons and motivation. This study would be

developing ideas for potential qualitative research.
Data Collection: The data will be gathered and information would be measured along with different variable interests in formation of
establishing appropriate fashion. In this study the data will be gathered from primary and secondary data as well.
 Primary data: The data will be collected by questionnaire and survey from manager and top level employees along with sales
manager of Morrisons.
 Secondary data: The data would be gathered from various secondary data such as scholarly journals and articles. The recent research
papers, newspapers, books and magazines as well.
Sampling: It is replicated process with application in statistical analysis which are predetermined with numerous observations through large
population. This study would be considering purposive sampling as it on basis of features of population along with its objective.
Data Analysis: The data would be analysed through thematic analysis which is generally used in qualitative research. Themes are referred as
patterns across data sets which is relevant for description of particular phenomenon with association of specific question of research.
Ethical consideration: The questionnaire has been fulfilled by top level management, managers and sales mangers of Morrisons. They have
agreed that there responses will be used fpor study of impact of social media marketing on sales of retail business.
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 from project proposal checker (if applicable)
Comments (optional):
I confirm that the project is appropriate.
Agreed: (name): (date):
Timeline
Activities / Jan Ja Fe Fe Marc Mar Ap Ap May May Jun Jun Jul Jul Augus August Sep Sep Oct Nov N

months n b b h ch ril ril e e y y t v
Selection
of research
topic
Preparation
of research
proposal
Framing of
research
aims and
objectives
Preparation
of brief
thesis by
evaluating
different
scholarly
articles,
journals
and books
on basis of
restorative
justice
examining
research
tools and
technique

related to
problems
Preparation
of
questionnai
re for
survey
Gathering
primary
data by
conducting
survey
Structuring
data set
with
standard
aspect
Extracting
useful
informatio
n via
analyzing
primary
data set
Concluding
research
findings

according
to aims and
objectives
Suggesting
methods
for
improveme
nt
Taking
feedback
Presenting
modificatio
ns
Submission