Social Media Impact on Consumer Behavior
Added on 2020-02-14
22 Pages4035 Words486 Views
|
|
|
RESEARCH PROJECT
Table of ContentsRESEARCH TITLE.........................................................................................................................1TASK 1............................................................................................................................................11.1 Research project outline specifications............................................................................11.2 Factors that contributes to process research project.........................................................21.3 Literature review..............................................................................................................21.4 Research project specifications........................................................................................41.5 Research plan....................................................................................................................5TASK 2............................................................................................................................................62.1 & 2.2 Research methodology...........................................................................................62.3 Data collection..................................................................................................................9TASK 3..........................................................................................................................................103.1 Research evaluation techniques......................................................................................10Ethical implications..............................................................................................................113.2 Data analysis...................................................................................................................113.3 Recommendations .........................................................................................................18CONCLUSION.............................................................................................................................18REFERENCES..............................................................................................................................20
RESEARCH TITLE“To analyse the impact of social media marketing on brand loyalty food industry: A case studyof McDonald's”.TASK 11.1 Research project outline specificationsMarketing plays an important role in order to sell out a product or services to the endcustomers. In present scenario, the concept of market has changed over the years. Earlier, theorganizations used to adapt traditional concept of marketing but the modern concept is beingadapted. In order to improve the concept of marketing, internet has plays an essential role. Withthe help of different social media sites, the companies are able to promote the value of theirproducts. This has provided an assistance to the organizations to increase their customer base andbrand value as well. The major advantage of this concept is that the firms are able to create goodcustomer relationships which results in creating a sense of brand loyalty. However, the presentproject is prepared with a motive to define the impact of social media marketing on foodindustry. In order to gain deep knowledge of the stated topic, McDonald's has taken intoconsideration (Berthon, Plangger and Shapiro, 2012).Research aim and rationaleThe present research project is prepared with an aim to analyse the impact of socialmedia marketing on brand loyalty food industry: A case study of McDonald's.Research questionsDefine social media marketing in food industry?Explain the use of different social media marketing techniques which can be adopted byMcDonald's.Evaluate the impact of social media marketing on food industry.Research objectives1.To understand the concept of social media marketing2.To investigate the techniques of social media marketing that can be adopted by foodindustry 3.To evaluate the impact of social media marketing on brand loyalty.Significance of the research1
The importance of this research is that it will enlighten the usefulness of social mediamarketing in food industry. It will help in defining the tools and techniques through which thecustomers can be attracted to this industry. In addition to this, it ill also assist a company toincrease its sales and revenues with the consideration of social media marketing. The majorsignificance of research is that, it will explain different techniques which leads this industry tocatch the attention of the customer in an effective manner (De Vries, Gensler and Leeflang,2012).1.2 Factors that contributes to process research projectArea of interest: it is the main factor that is why researcher has selected this topic. Scholar haskeen interest in the social medial marketing so this could be helpful in carrying out the entireresearch.Availability of data: Previously there were many researches conducted on the same topic. Soresearcher is having wide information about the topic so it can help the person in preparingeffective report.Feasibility of subject: Social media marketing is the feasible subject and on this topic indicualwas able to prepare the impressive report. 1.3 Literature reviewConcept of social media marketingAccording to(Berthon, Plangger and Shapiro, 2012), social media marketing can bedefine as a tool which helps in increasing the customers to an organization with the use of socialsite. This process provides a platform to the companies to communicate with the customers inorder to gain their attention. As a result, the ultimate impact of this concept is increased brandawareness of the company's product in the market. Social media marketing is important not onlyto increase the sales of the company but also to gain the competitive advantage at global market.With the adoption of this concept, food industry will be able to increase its revenues with strongcustomer base. However, food industry is the most demanded industry because each and everyhuman loves eating. In order to gain the attention of the customers this tool can remain useful.On contrary to this,(Evans, 2012). opposed that social media marketing is not only beneficial interms of attracting customers but also provides an importance to a firm to grow and expand inreal and the virtual world. With the consideration of this concept, the food industry will be ableto make its positive image over virtual world. This will result into increased revenues and sales2
of this industry. However, it is important for this industry to adapt different media tools for thegrowth and expansion of this industry.Different social media tools for food industryIn the present scenario, social media has offered an effective platform to the organizationfor present them in front of the audience. With the consideration of the stated tool, theorganizations will be able to trace the strategies and plans formulated by the competitors. Thisleads to develop and improve the plans and policies of the cited industry. (Berthon, Plangger andShapiro, 2012) explained different social media marketing tool for the promotion of foodindustry. Howsoever, the different tools and techniques are explained below.Facebook: Facebook is the most visited and used social media site in this virtual world ofinternet. As per the research, more than 70% people in this world surf Facebook in a frequentmanner. This site was prepared with a motive to communicate with friends and relatives. Butwith the changing era, the organization can use this tool for the promotional purpose. In order topromote the products of food industry, Facebook can remain useful for attracting consumers.Here, the food organizations can prepare their pages where they can suggest the users to like andvisit their pages. This will allow the users to get aware of the new and existing food products anddiscounts offered by the companies.Twitter: This is another social media site which is used by people with a motive to sharepictures and information. However, the organizations like McDonald's can also use this socialmedia tool for the marketing of their food items in a way that it can attract huge customers. Here,the firms can make a homepage where the products and services detail of the concernedorganization can be updated. This will allow the users to know about the upcoming food itemsoffered by the company. Blogs and webpages: Companies like McDonald's can also adapt this technique for thepromotion of their products. Here, the firms can make their website and make their own pagewhere the information about the products are given. In addition to this, the customers will also beable to communicate with the help of company websites. They can also share their views andservices of the company. 3
YouTube: This is one of the most helpful social marketing tool which remain useful in attractingthe attention of the customers. Over You tube the organizations can make their videos which canbe uploaded here. With the help of this tool , the customers will find it more authentic instead ofshared information as it can be altered anytime. However, the food industry can adopt this tool sothat it can help them to offer food products as per their needs and demand. Impact of social media marketing on food industryAs per (Kim and Ko, 2012), depicted that social media have both the positive andnegative impact on food industry. While adopting the concept of social media marketing anorganization needs to analyse the impact of social media marketing. Evaluating its pros and conswill provide an assistance to the company to formulate effective stargates and plans. However, ()explained that social media helps in making positive image of the company in front of thecustomers. In addition to this, the customers will be able to communicate with the organizations.They will be able to comment and share their thoughts and able to give feedbacks on the servicesand products by the food industries. Besides this,(Berthon, Plangger and Shapiro, 2012) opposedthat, it can also provides a chance to the company to improve its food products with the help ofthis tool. However, this concept will allow the customers share their views and thoughts withreferences to the food. This will result in enhancing the services offered by the food industry. On contrary to above para, (Kim and Ko, 2012) criticized that social media marketingalso has negative impact in terms of increased customer power. For an instance, a negativecomment or feedback of an individual customer can create negative image among the customers.Additionally, there is also major chances of releasing the confidential information of the foodcompanies by the customers. For an instance, the ingredients used by McDonald's while makingburger can be discussed by the customers. As their burger is different which helps in attractingthe customers. However, this can result in leakage of their strategy. 1.4 Research project specificationsResearch methodology is the impactful tool which can help researcher in preparingeffective report. With the help of relevant information issues and benefits can be analysedsignificantly. Researcher has prepared the questionnaire so that it can find out the opinion ofrespondents about the social media marketing. Deductive approach is being adopted by the scholar for this research.4
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents