Effectiveness of Social Media in Brand Image

RESEARCH
METHODOLOGIES

Table of Contents
SUBMISSION 1: RESEARCH DESIGN PROPOSAL .................................................................1
CHAPTER 1: INTRODUCTION ...................................................................................................1
Title .............................................................................................................................................1
Study background .......................................................................................................................1
Aim .............................................................................................................................................1
Objectives ...................................................................................................................................1
Research questions ......................................................................................................................1
Rationale .....................................................................................................................................1
Significance of research ..............................................................................................................2
Scope and limitations of the study .............................................................................................2
CHAPTER 2: RESEARCH METHODOLOGY ............................................................................2
3.1 Research type.........................................................................................................................2
3.2 Research approach.................................................................................................................3
3.3 Philosophy..............................................................................................................................3
3.4 Research design.....................................................................................................................3
3.5 Data collection ......................................................................................................................4
3.6 Sampling ...............................................................................................................................4
CHAPTER 3 :DATA ANALYSIS .................................................................................................5
CHAPTER 4 : ETHICAL CONSIDERATION ..............................................................................5
Submission 2 – Literature Review...................................................................................................6
INTRODUCTION...........................................................................................................................6
CHAPTER 1 LITERATURE REVIEW INTRODUCTION...........................................................6
CHAPTER 2 : LITERATURE REVIEW MAIN BODY................................................................7
CHAPTER 3 : LITERATURE REVIEW CONCLUSION...........................................................10
REFERENCES .............................................................................................................................11

SUBMISSION 1: RESEARCH DESIGN PROPOSAL
CHAPTER 1: INTRODUCTION
Title
“Effectiveness of social media in order to communicate brand image”
Study background
Brand image is defined as the perspective or the opinion of customers towards a
particular brand. These perspectives includes impression, beliefs and ideology of customers
related to specific brand. Different customers have different perception regarding brand image of
the organisation which depends upon their experience as well as influence of other people. For
the organisations it is very important to maintain a good brand image so that they can achieve
higher level of profitability, customer retention and relationships and launching of new products
under same established brand name. With advancing technology social media has been playing a
crucial role in development of brand image. Thus in order to retain a good brand image
businesses are emphasising on social media tools for managing their brand.
Aim
To analyse the effectiveness of social media in order to communicate brand image: A
case study on Tesco.
Objectives
 To evaluate the role of brand image in success of organisation.
 To assess the effectiveness and significance of social media in improving brand image.
 To analyse the ways in which social media can communicate brand image of
organisation.
Research questions
 What is the role of brand image for achieving success in business?
 How social media can contribute to the brand image?
 Which social media strategies can be used by the organisation to strengthen its brand
image?
Rationale
The key purpose for conducting research on this topic is that in present scenario of
globalisation brand management has been one of the primary challenge for the companies. This
challenge cannot be addressed without integrating business practice with digital and social
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media. Thus the objective of choosing this topic for research is to gain better understanding of
significance of brand management and impact of social media on it (B Barhorst and Wilson,
2017.). Another purpose for selecting this topic is to conduct a critical analysis of social media in
which it can affect the brand of organisation.
Significance of research
The research is highly important in terms of enhancing the knowledge of expanding
business across the globe. In this highly competitive market organisations cannot survive for
long term without having a strong brand image. Thus the findings from the research will help
organisations to understand the methods of improving brand image. It will also be significant in
terms of analysing benefits as well as challenges of social media which can affect the brand of
image (Arya and Verma, 2018). The study is also helpful in enhancing awareness among
organisations so that they can understand the role of brand management and its related practices.
Scope and limitations of the study
The study is beneficial for the businesses who aims at managing a sustainable and
profitable brand image. The role of social media explained in the study can deliver effective
solutions to the companies who are struggling with poor brand image and thus lower
productivity. The study results can also be used by other researchers which aims at conducting
researches related to enhancing organisational performance and profitability. However the study
suffers from certain limitations. One of the limitation is that it utilises mainly primary data
collected form one organisation. Thus the findings are specific to organisation chosen and thus it
may not provide complete comparative description of the issue in relation to different types of
organisation.
CHAPTER 2: RESEARCH METHODOLOGY
3.1 Research type
The type of research can be divided into two types namely qualitative and quantitative.
Qualitative research is scientific of observing to gather data of non numeric type to gain
understanding of reasons, motivation and opinion whereas quantitative research is systematic
investigating phenomena through collecting quantifiable data and perform statistics,
computational and mathematical data; outputs obtained by these are statistical, logical and
unbiased. To study importance of social media for brand image will perform qualitative research
type to generate knowledge and understanding about external world about use of social media for
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