Impact of Social Media Marketing on Business Performance during Covid-19 in UK Fashion Industry: A Study on Burberry

This study aims to determine the importance of social media marketing and its impact on Burberry's performance during Covid-19. It examines different digital marketing tools used by Burberry, the relationship between social media marketing tools and Burberry's performance, and the challenges faced by Burberry while using social media marketing tools during Covid-19.

Proposal Form

TABLE OF CONTENTS
Background..................................................................................................................................2
Rationale......................................................................................................................................2
Aim and objectives......................................................................................................................2
Literature review..........................................................................................................................2
Research methodology.................................................................................................................3
REFERENCES................................................................................................................................4

Topic: To identify the impact of social media marketing upon business performance during
Covid-19 within UK fashion industry: A study on Burberry
Background
In the current era, most of the companies use different marketing tools to attract the range
of customers towards it. Among all, social media marketing is highly used by fashion industry in
order to attract customers (Koay and et.al., 2020). Social media marketing is the use of social
media platform to interacts customers and drive website traffic. For that, Burberry as a top
fashion company has been chosen in order to determine the ways of marketing during pandemic.
Rationale
The rationale for conducting the research on this topic is to determine the ways through
which company attracts customers during Covid-19. It is consider as a current issue because
negative reviews affect the brand performance of the company and that is why, through the
research, investigator could shed a light upon importance of social media marketing and its
relationship with business performance. Another reason is to enhance the knowledge pertaining
to social media marketing and develop skills like communication, data interpretation etc.
Aim and objectives
The aim of the study is to determine the importance of social media marketing and its
impact upon the Burberry’s performance during Covid-19
Objectives:
 To understand the concept of social media marketing (SMM)
 To examine different digital marketing tools used by Burberry to attract customers
 To ascertain the relationship between social media marketing tools and performance of
Burberry.
 To identify the challenges faced by Burberry while using SMM tools during Covid-19.
Literature review
Li, Larimo and Leonidou (2021) stated that SMM is the use of platforms that helps to
connect with large audience to build brand and increase sales. Tuten (2020) examined that
Facebook, twitter and Instagram are some SMM that helps to attract customers. Whereas,

Hootsuite is another social media marketing tool that helps to handle multiple social media
accounts and also grab attention of customers (Social media marketing tools, 2020).
Evans, Bratton and McKee (2021) investigated that there is a positive relationship
between the social media marketing tools and company performance. Like, it attracts the
customers which helps to increase the sales and this help to increase the financial performance.
Shen and et.al., (2020) shared their views that targeting the right audience during pandemic is
consider a biggest challenge for the companies. Whereas, managing the website is another
challenge that cause adverse impact upon business performance.
Research methodology
Research type Qualitative type will be opted because the key aspects of social media
are measure through theoretical manner.
Research philosophy Interpretivism research philosophy will be used because it relied upon
the qualitative research in order to integrate the element of social media
and its relationship with business (Dodds and Hess, 2020).
Data collection
method
Primary method will be used in which survey used through the mean of
questionnaire. Also, for secondary data, different sources like books,
scholarly article used to develop brief thesis.
Data analysis Thematic data analysis will be used in which graphs and table will be
created.
Sampling 20 employees will be chosen through random sampling method
Ethical considerations  Reference list must be attached
 Consent form will be signed (Nayak and Singh, 2021)
 Ethical form will be filled

REFERENCES
Books and Journals
Dodds, S. and Hess, A.C., 2020. Adapting research methodology during COVID-19: lessons for
transformative service research. Journal of Service Management.
Evans, D., Bratton, S. and McKee, J., 2021. Social media marketing. AG Printing & Publishing.
Koay, K.Y. and et.al., 2020. Perceived social media marketing activities and consumer-based
brand equity. Asia Pacific Journal of Marketing and Logistics.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science. 49(1). pp.51-70.
Nayak, J.K. and Singh, P., 2021. Fundamentals of Research Methodology Problems and
Prospects. SSDN Publishers & Distributors.
Shen, C.W. and et.al., 2020. Social media marketing of IT service companies: analysis using a
concept-linking mining approach. Industrial Marketing Management. 90. pp.593-604.
Tuten, T.L., 2020. Social media marketing. Sage.
Online
Social media marketing tools. 2020. [Online]. Available through:
<https://biteable.com/blog/social-media-marketing-tools/>.