Research. On. An analysis of the Impact of Social Media

Research
On
An analysis of the Impact of Social Media Campaigns on the Brands
Image of a company: A case study on Sainsbury, UK
Name: Raju
LSM ID: 206284
Dissertation (Major Project)

Acknowledgement
I would like to thank the Almighty for giving us the strength, and the aptitude to complete this
report within due time. I also express the depth of appreciation to my supervisor for his
suggestions and guidelines, which helped us in completing this report. I am also thankful to get
primary data from Marketing Managers and the customers of Sainsbury to complete this study.

Declaration
I declare that the entire research paper has been completed by me and the entire work has been
done by writing and no copy pasting material has been added in this dissertation.

Abstract
Sainsbury PLC UK is the second largest supermarket in the chain shop arena in United
Kingdom. Established in 1869 by John James Sainsbury, the company visualizes its name with
quality, comfort and moderate price. Sainsbury PLC UK is using Facebook, twitter, Instagram,
viber, Whatsapp to influence the consumer to ascertain some unique brand association to create a
unique brand image and brand recognition. The main issue of the research is to find out the
impact of social media on the brand image of the company.
Social media in marketing policy of Sainsbury have resulted in the increase of total sales
turnover, customer satisfaction, and greater customer reach and customer retention. The impact
of social media marketing on brand loyalty and overall business performance of Sainsbury is
very much positive. The assessment is done by the survey of the consumers of Sainsbury and
interview with the marketing manager of Sainsbury through PRA Technique. Total sample size
of this paper is 102.
Social media creates more satisfied customer, better brand equity, unique brand associations and
effective response team form the information on forums, blogs and other social media sites. This
process helps to build the strength of the brand image of the super shop business like Sainsbury.
The social media campaign can be more efficient if the consumer involvement can be ensured to
a greater extend. Customers should be given right to choose their product need and modify their
product and contribute to the innovation of the product strategy.
In the Chi-Square Tests we can see that 6 cells (60%) have expected count less than 5. This
result has violated the assumption as less than 20 % considered to be perfect assumption to the
test. So we can say that the assumption has been violated. From these findings we can say that,
there is significant association between Customers retention indicates high satisfaction over
Sainsbury brand over the social media campaign.

Table of Contents
Acknowledgement...........................................................................................................................ii
Declaration.....................................................................................................................................iii
Abstract...........................................................................................................................................iv
Table of Contents.............................................................................................................................v
Chapter 1: Introduction....................................................................................................................1
1.1 Background of the Study........................................................................................................1
1.2 Rationale of the study.......................................................................................................2
1.2.1 The Research Issue..........................................................................................................2
1.2.2 Reasons for becoming the Research Issue......................................................................2
1.2.3 Reasons for becoming as Issue now................................................................................3
1.2.4 The Research shed light on Beneficiary Issues...............................................................3
1.3 Research aims and objectives................................................................................................4
1.4 Research Questions................................................................................................................4
1.5 Conclusion.............................................................................................................................5
Chapter 2: Literature Review...........................................................................................................5
2.1 Introduction............................................................................................................................5
2.2 Social media...........................................................................................................................6
2.3 Social media and customer group relation.............................................................................7
2.4 Social media campaign..........................................................................................................9
2.5 The impact of social media on the business.........................................................................10
2.6 Concept of brand..................................................................................................................11
2.6.1 Identity of brand............................................................................................................12
2.6.2 Brand availability..........................................................................................................12

2.6.3 Brand preference...........................................................................................................13
2.6.4 Brand loyalty.................................................................................................................13
2.6.5 Brand image and personality.........................................................................................13
2.7 How social media is crucial for building brand image........................................................14
2.8 Social media campaigning affectivity for the brand............................................................15
2.9 Conceptual Framework........................................................................................................16
2.10 Conclusion.........................................................................................................................17
Chapter 3: Research Methodology................................................................................................17
3.1 Introduction..........................................................................................................................17
3.2 Research Philosophy............................................................................................................18
1. Positivism ( reality)................................................................................................................18
2. Realism ( object focus on the individuality of knowledge)....................................................18
3. Interpretivism ( find the role of human as social actors)........................................................18
4. Pragmatism ( justify to work within Positivist and Interpretivist).........................................18
3.2.1 Justification of Research Philosophy............................................................................19
3.3 Research Approach..............................................................................................................19
3.3.1 Justification of Research Approach...............................................................................20
3.4 Research Methods................................................................................................................20
3.4.1 Justification of Research Methods................................................................................21
3.5 Research Purpose.................................................................................................................21
3.5.1 Justification of Research Purpose..................................................................................21
3.6 Research Strategy.................................................................................................................22
3.6.1 Justification of Research Strategy.................................................................................22
3.7 Data Collection Techniques.................................................................................................22
3.7.1 Primary Data Collection Technique..............................................................................23

3.7.2 Secondary Data Collection Technique..........................................................................23
3.8 Sampling Technique............................................................................................................23
3.8.1 Justification of Sampling Technique.............................................................................24
3.9 Data Analysis.......................................................................................................................24
3.9.1 Justification of Data Analysis........................................................................................24
3.10 Ethical Issues......................................................................................................................25
3.10.1 Justification of Ethical Issues......................................................................................25
3.11 Reliability and Validity......................................................................................................25
3.12 Research Limitations..........................................................................................................25
3.13 Conclusion.........................................................................................................................26
Chapter 4: Findings and Analysis..................................................................................................27
4.1 Introduction..........................................................................................................................27
4.2 Findings of Questionnaire Survey........................................................................................27
4.2.1 Social Media Marketing................................................................................................29
4.2.2 Brand Equity based Social Media Marketing................................................................32
4.2.3 Customers Buying Behaviour influencing from Social Media Marketing....................35
4.2.5 Chi-Square Tests and Result of Questionnaire Survey.................................................37
4.3 Findings of PRA Technique.................................................................................................38
Chapter 5: Conclusion and Recommendation...............................................................................40
5.1 Concluding Remark.............................................................................................................40
5.2 Summary of Objectives based Finding................................................................................40
5.3 Recommendations................................................................................................................41
5.4 Future Research Scope.........................................................................................................42
References......................................................................................................................................43
Appendix – A: Blank Questionnaire..............................................................................................47

Appendix – B: Qualitative PRA Questions...................................................................................49
List of figures
Figure 1 social media impact on purchase process........................................................................10
Figure 2 brand equity.....................................................................................................................11
Figure 3 Demographic character (Age).........................................................................................27
Figure 4 Education Status..............................................................................................................28
Figure 5 Internet based Social Media marketing operation...........................................................29
Figure 6 social media campaign increases e-reputation................................................................31
Figure 7 Brand awareness at social network provides psychological support to customers to get
high quality products and high customer service..........................................................................33
Figure 8. Marketers communicate with customers through social networking and to maintain
good relation with customers to influence their buying behavior.................................................35
List of Tables
Table 1 demographic character (sex).............................................................................................26
Table 2 Demographic character (Age)..........................................................................................26
Table 3 Education Status...............................................................................................................27
Table 4. Internet based Social Media marketing operation...........................................................28
Table 5 the role of marketing actions............................................................................................29
Table 6 social media campaign increases e-reputation..................................................................30
Table 7 supports to reach at community based customers............................................................31
Table 8 Brand identity of Sainsbury at social networking sites increases market share...............32
Table 9 Brand awareness at social network provides psychological support to customers to get
high quality products and high customer service..........................................................................32
Table 10 Brand association increases financial value of brand at social networking sites........33
Table 11 Perceived quality is the superiority of ultimate compel of customers choosing
Sainsbury 34
Table 12 Marketers communicate with customers through social networking and to maintain
good relation with customers to influence their buying behavior.................................................35