Social media influence on customer attraction

This presentation focuses on the research problem of assessing the influence of social media on customer attraction, specifically in the case of Waitrose. It outlines the aim, objectives, research questions, and research methodology, including the use of qualitative research methods. The presentation also justifies the research and provides references to relevant books and journals.

Infographic title
Market Insight
Title: Social media influence on customer attraction
Summary of research problem
In the present study, marketing problem encounter for
assessing social media influence on customer attraction. With this aspect,
it can be stated that digital marketing face several challenges that create
negative impact on outcomes and results. This is because, in Waitrose
social media highly influence on purchasing behaviour. In the service
industry, products are not selling online so that social media only allow
to grow brand awareness, connect with more customers and gain
valuable insight from it. Therefore, in the present study it has been
selected because it assists to improve brand loyalty.
Outline of research
Aim and objectives
Aim: To identify social media influence on customer attraction - A Case Study on
Waitrose.
Objectives
To understand framework of social media in food retail business.
To analysis impact of social media on different activities and tasks in Waitrose.
To interrelate social media and customers attraction to increase productivity and
profitability.
To recommend ways through attraction of customers increases in Waitrose with
social media activities.
Research questions
What do you understand framework of social media in food retail business?
How to analysis impact of social media on different activities and tasks in
Waitrose?
How to interrelate social media and customers attraction to increase productivity
and profitability?
Quantitative and qualitative research
In order to conduct research, there are several aspects of qualitative and quantitative methods that can be used in order to reduce marketing issue.
They are as follows:
Research philosophy: Research philosophy can be defines as the belief for a particular ways in which data are gathered, collect, analysed and used. Idea of
knowledge creation also appear to be profound and engage to complete research. There are different kinds of research philosophies such as interpretivism,
positivism, realism, pragmatism. From these all philosophies, researcher concentrate on interpretivism method that considered taking small sample in depth
analysis. Other research philosophies are not useful for the research in present study because it is not suitable to gain in depth information in study. Interpretivism
method is also developed investigation in qualitative term that is more useful to find relevant information and data.
Research strategy: There are two types of research strategies such as qualitative and quantitative. In the present study, qualitative research is used which helps to
gain underlying reasons, opinion and motivation. It also assists to provide insight into the problem and helps to develop ideas with hypotheses for potential
quantitative research. On the other hand, quantitative research is not useful because it is quantified the problems by way to generate numerical data that can be
successfully transform into usable statistics. Furthermore, it is also used to ascertained attitude, opinions, behaviours and other defined variables. As a result, it is
generalising results from larger sample population.
Research approach: Relevance of hypotheses in the study is also distinctive element which helps to consider effective research that can be apply in problem.
There are three kinds of research approaches such as deductive, inductive and abductive. In the present study, inductive approach has been used because it assists
to conduct study from specific to general. However, deductive approach is not used because it is generalising problem from general to the specific. Abductive also
not useful in present study because it generalising from interaction between specific and general.
Research design: Research design refers as the overall strategy that can be choose to integrate several components in the study. It is coherent and logical way
which helps to ensure that research problem effectively address that consist blueprint for collection, measurement and analysis of data. There are different kinds of
research design such as exploratory and conclusive. In this consideration, researcher use conclusive research design in which descriptive method has been used to
explore respective research areas. Exploratory research design is not useful because it is general to generate insights about a particular situation.
Data collection: In order to collect relevant data and information, it can be stated that primary and secondary both kinds of information required to gather relevant
outcomes. This is because, primary information helps to collect fresh information while secondary assists to understand previous research studies.
Data analysis: In the study, thematic analysis method has been considered which would be beneficial to focus on appropriate information that determine effective
consideration at workplace of research.
Sampling: In the study, 20 sample size has been selected those are employees of Waitrose. Hence, simple random sampling method is used to gather relevant and
effective information at workplace.
Justification of research
This present research study conducted to evaluate appropriate research information that assists to find outcomes to gather data regarding social media
influence. Furthermore, in this regard, effectiveness to increase more customers in the business with using social media activities ascertained successfully. On the
basis of fresh and relevant information, it can be stated that desired level of outcomes occur that helps to investigate problem as well. Furthermore, interaction of
social media and people also enhances successfully which would be beneficial to design proposal and investigate it in the study assessed successfully. It helps to
engage with customers leads on social media that aids to deal with competition. It can be set apart from competition through show target audience in particular
brand and reinforce that business cares for customers.
Moreover, it can be stated that social media influence customers positively so that it would be beneficial to investigate outcomes through conduct
effective results at workplace. Social media also influence people that helps to validate brand. As a result, it can be stated that it is marketing as power to build
customer loyalty. Mainly it is offers platform in which each person interact freely with businesses that is important to target several people at workplace. It is
especially determined target audience that convey message successfully. Furthermore, it is included in the present study because it enables two way conversation
that is marketing avenues with uncomfortable and interaction in public and fluid.
REFERENCES
Books and Journals
Dehghani, M., Niaki, M.K. and Sali, R., 2016. Evaluating the influence of YouTube advertising for attraction of young customers. Computers in human
behavior. 59. pp.165-172.
Harrigan, P., Evers, U. and Daly, T., 2017. Customer engagement with tourism social media brands. Tourism Management. 59. pp.597-609.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications Limited.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design. Routledge.
Vaioleti, T.M., 2016. Talanoa research methodology: A developing position on Pacific research. Waikato Journal of Education. 12(1).
Zahoor, S.Z. and Qureshi, I.H., 2017. Social media marketing and brand equity: A literature review. IUP Journal of Marketing Management. 16(1). p.47.