Analysis of Retailing and Consumer Services

The provided assignment details a thorough examination of retailing and consumer services, featuring various studies and research on the topic. The document encompasses articles from 2014 to 2017, covering market orientation, entrepreneurial orientation, business performance among small retailers, energy consumption, social media in the apparel retail sector, and more. It includes references to journal articles and book chapters, providing a comprehensive resource for students seeking insights into this area of study.

RESEARCH PROJECT
(PART 1 & 2)

EXECUTIVE SUMMARY
In the present report, social media marketing implementation in Morrison assists to
develop more creative work performances. On the basis of creative perspective, they
continuously make innovation to attract maximum number of customers. Furthermore, in
international areas, the company also famous with using different tactics and tools of social
media marketing. However, report summarised about several challenges which face by business
to implement this tool such as lack of trust of people, more finance requirement, etc.

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1 ................................................................................................................................................1
P1 Research proposal that clearly defines research questions, hypothesis supported by
literature review. ........................................................................................................................1
P2 Appropriate methods of research and conduct primary and secondary research. .................7
LO 2...............................................................................................................................................10
P3 Primary and secondary research using appropriate methods for business research that
consider ethical issues. .............................................................................................................10
P4 Analytical tool to conduct research finding and data. .........................................................11
LO 3 ..............................................................................................................................................27
P5 Research outcomes for intended audience...........................................................................27
LO 4...............................................................................................................................................27
P6 Reflect on effectiveness of research outcomes of the project. ............................................27
P7 Alternative research methodologies in view of outcomes. .................................................29
REFERENCES..............................................................................................................................30

Title of research study: The impact of social media marketing in transforming perception of
consumers - A Study on Morrisons.
INTRODUCTION
Social media marketing refers to the marketing tactics utilised by the business
organisation where they promote and advertise about their products and services using social
media websites. With the rise in internet technologies and evolution of social media perception
of individuals and societies have been drastically transformed. Marketers of today's organisation
have been greatly influenced from social media as they get a platform where they can promote
organisational goods and services effectively and efficiently (O'Reilly and Lancendorfer, 2015).
In order to sustain in competitive environment it is very essential and crucial for marketers to
utilise new and advance technologies for their marketing practices. Social media websites such
as Instagram, YouTube, Facebook, etc. provides immense opportunities to marketers where they
can promote organisational products and services efficiently. Social media marketing drastically
transformed perception of customers worldwide. In this context, this research will aid in
understanding impact of social media marketing in transforming perception of consumers by
analysing study on Morrisons. Morrisons is considered as fourth largest supermarket in United
Kingdom. It has enormous customer base and provides quality products and services to their
target customers. The management of Morrisons known for providing creative and innovative
marketing tactics which provides them competitive advantages (Constantinides, Schepers and
Vries, 2015). Researcher will conduct literature review in the study in order to compare and
contrast on the articles and journal he or she obtained. The purpose of carrying out literature
review is to establish theoretical framework in the study. Furthermore, researcher will elaborate
about research methods that he or she will going to use in order to accomplish the aim and
objectives of the study. Digital technologies gives rise to innovative and creative methods
through which organisation enhances their productivity and profitability.
LO 1
P1 Research proposal that clearly defines research questions, hypothesis supported by literature
review.
Background of study
1

Digital technologies indeed transforms organisational culture. By implementing advance
and latest technologies within organisational framework, management is now able to obtain
competitive environment. Researchers in their previous studies have examined the implications
of social media marketing in enhancing growth and development of organisation. In this study,
researcher will more focus on how social media marketing transforms the perception of
consumers. How much impact social media marketing laid on customer through which they
attract towards the organisation. Researchers in their past studies also examined the process of
social media marketing and digital marketing and in this research researcher will examine the
challenges faced by the organisation during the process of social media marketing.
Rationale of study
Through this research, researcher will be able to enhance his or her level of knowledge
effectively and efficiently regarding the influence of social media marketing on consumers
perception. From this research, researcher will be able to gain access to Morrisons which is one
of the biggest supermarket and retail organisation in United Kingdom. This research will help
researcher in enhancing his or her level of knowledge regarding social media.
Aim and objectives
The aim of research study is “To understand the impact of social media marketing in
transforming perception of consumers; a study on Morrisons.”
Objectives
To summarised objectives to underpin the aim are listed below:
 To understand social media marketing strategies and methods.
 To analyse the impact of social media marketing in transforming perception of
consumers.
 To identify the challenges faced by Morrisons in social media marketing. To recommends ways which can improve social media marketing strategies of Morrisons.
Research Questions
Research questions are rudimentary part of research study. In order to enhance the
effectiveness of research, researcher needs to made certain sets of question that reflects on
research aim and objectives. In this context, in the following research researcher will answer
following questions which are described below:
 What is social media marketing strategies and methods?
2

 What are the impact of social media marketing in transforming perception of consumers? What are the challenges faced by Morrisons in social media marketing?
Significance of study
This research study will help in enhancing the level of knowledge of end readers. Social
media marketing is new trend which floats around the marketers of the organisation. Marketers
used different tactics to provide quality and creative advertisement on social media platform. In
this context, this research will further aid in enhancing the level of knowledge of marketers
working at Morrisons. From this research study, academicians preparing for or have competed
course in digital marketing will also be benefited as they will be able to know more about social
media marketing. Researcher will provide set of recommendations at the end of research project
which will help the management of Morrisons from which they can improve their social media
marketing practices.
ACTIVITIES AND TIMESCALE
Task / Duration in week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Selection of topic
Developing the project
Preparing aims and objectives
Carrying out literature review
Developing research
methodology
Conducting primary research
Analysis of data
Evaluation of data
Conclusion and
recommendations
Draft Submission
Final submission to tutor
LITERATURE REVIEW
3

In literature review, researcher contradicts and creates an argument by analysing the views of
authors and researchers in order to enhance his or her understanding about the subject matter.
The purpose of conducting literature review is to compare and contrast on what senior
researchers and academicians have proposed.
Social media marketing strategies
According to Fan and Gordon, (2014) social media marketing strategies refers to the
methods which are used by marketers where they promote goods and services of organisation on
social media platforms. These strategies are dynamic and changes according to the change in
trends and situations. In order to gain attraction from customers it is essential for the
organisations to utilise effective and efficient marketing strategies. Perera and Perera, (2018)
argued that social media marketing has been defined as the process of marketing on social media
websites. Marketers implement diverse strategies and methods in order to create marketing on
social media websites. In order to sustain in competitive environment it is essential and
important for the management of organisation to focus on devising plans and strategies that
enhances marketing and promotional activities.
Rodriguez Peterson and Ajjan, (2015) said that social media marketing becomes latest
trend among marketers. Through effective social media marketing strategies, marketing
management of organisations able to promulgates organisational productivity and profitability.
Social media marketing refers to the marketing tactics utilised by the business organisation
where they promote and advertise about their products and services using social media websites.
With the rise in internet technologies and evolution of social media perception of individuals and
societies have been drastically transformed. Rowley and Keegan, (2017) said that marketers of
today's organisation have been greatly influenced from social media as they get a platform where
they can promote organisational goods and services effectively and efficiently. In order to sustain
in competitive environment it is very essential and crucial for marketers to utilise new and
advance technologies for their marketing practices. Social media websites such as Instagram,
YouTube, Facebook, etc. Social media marketing indeed transforms the perception of consumers
as well as marketers. With the evolution of internet and advance technologies, social media
marketing becomes the latest trends. It is time saving, cost effective and management needs to
put limited efforts to promote organisational products and services. Agnihotri, Hu and Krush,
4

(2016) argued that social media marketing indeed helps in enhancing the promotional activities
of the organisation but it also have some negative effects on organisation.
First, it is an open source as any individual can create account of particular social media
and can comment negative on organisational products and services. The comment can be viewed
by other viewers which might affects their psychology and hamper organisational reputation.
Second, any advertisement which target specific community or group on social media might
affects the psychology of particular community and management of that organisation has to face
legal consequence. Thus, it is essential for the marketers to construct quality advertisement on
social media website so that growth in customers can be seen. Digital technologies indeed
transforms organisational culture. By implementing advance and latest technologies within
organisational framework, management is now able to obtain competitive environment. One
such method of digital marketing is social media marketing. Tsimonis and Dimitriadis, (2014)
elucidated that social media marketing transforms the perception of marketers of today's
organisation. In order to sustain in competitive environment it becomes essential and equally
important for marketing management of the organisation to fully utilise social media platform
and create advertisement adequately in order to enhance the productivity and profitability of the
organisation.
Impact of social media marketing on consumer perception
O'Reilly and Lancendorfer, (2015) social media marketing are used many people because
it is user-friendly and anyone can use them. They are used for the advertising and promotion of
product on the website. The technology has become a major component that are useful for the
marketing purpose. The marketing strategic used with the help of new technology. At that time,
social media marketing can play an important role in business process. Most of the companies
focus on their social factor. The presence of global expansion and using new technologies are
essential part of marketing such as promotion, prize, product, place etc.
Many companies are using different type of technologies that could be helpful for
expanding brand, improving the marketing strategies, many technologies as a foundation of
customer interaction. Constantinides, Schepers and Vries, (2015) agreed that social media and
information technologies are trend in the
market and with the help of advertising the company directly interacted with the customer.
Basically, Social media marketing are used widely for the product marketing and new branding
5

promotion through twitter, Facebook etc. Social media website is the origin of information
technology including the new product details, distribution detail of product. It will provide the
unique techniques to spread the detail of product on the web.
It will generate the wide range of online information through the internet. It will provide
the marketing tool to search the detail related product through web based and mobile phones
with share the detail of product (Fan and Gordon, 2014). Some times it very challenging part
when the company determine how the customer related information and what are the branding
impact on the customer in which positive comments shows the good impact on the internet and
negative comment impact wrong thing on the internet. These comment are known as brand
dialogue and can not be controlled by the company.
Social media is a very effective platform that are commonly used by company to support
the online marketing and branding. Facebook is platform that would be consider as a marketing
approach because Many new product are launched through the Facebook and they also provide
the information related brands and product details. This is the new way to introducing the
product and exchange the information to the customer. At that time, 93% business are done by
this social networking site because the product detail and their brand detail already given by this
platform. In 2013, 200 million people are using the online sites in the united states that will
spend 29 hours on the online product searching and networking site (Perera and Perera, 2018).
Facebook is the biggest platform because most of the people are using this technology. Internet is
essential part of every business for promoting their product and understanding the requirement of
customer. Brand knowledge is very important for every customer because they identify the actual
product detail and determine the quality of product. Brand is important when how the customer
response towards the product. It is the best approach to directly interact with the consumer and
taking their feedback.
Challenges faced by marketers in social media marketing
Charlesworth, (2014) elaborated that there are various challenges faced by the
management of business organisation in the process of social media marketing. These challenges
become obstructions in delivering information to the customers using social media marketing.
O'Reilly and Lancendorfer, (2015) said that creating quality content is one of the biggest
challenge and obstruction faced by the organisation and marketers. Customers who does not find
the content or promotion creative or innovative tends to avoid that advertisement. This
6

negatively affects the marketing tactics of the organisation. To enhance the attraction of
customers it is essential for the marketers to create quality and innovative content. This will
enhance the profitability and customer attraction towards the organisation. Constantinides,
Schepers and Vries, (2015) said that another challenge of social media marketing faced by the
marketers is measurement of return on investment (ROI). It becomes difficult for business
organisation to measure return on investment on social media without using proper analytical
tools.
As per Buckley and Mossaz, (2018) it was said that intensity of use of technology within
companies is gradually decreasing the organic reach towards the customer by organisations. On
very fast bases there is increase in number of social media users that on monthly bases. So this is
amounting in larger number of social media traffic on these channels when people are positing
this post could be suppressing others in larger number. So this increased and higher social media
traffic which is then increased at the time when network would be working on very slow bases
and thus ultimately hindering the content of viewers.
Cantrell and Vallone, (2018) also included that there are number of cross channel
strategies which are been used and created which is optimising the content of social media
channels. It was seen that this multichannel strategies are sometime proven to be very much
challenging as number of channels are having their own format that could be dedicated to their
content and how it should be fitting as well. All the targeted audience of these pages or social
media channel would be having their own preference and habits which are not always necessary
that are meeting strategies of company. This is kind of impossible task that all these are working
P2 Appropriate methods of research and conduct primary and secondary research.
Research methodology is the structure of research study. In this circumstances, this part
considering explanation of research philosophy, research approach, research design, and research
strategy this all selected to research. Moreover, this report is providing information regarding the
way of data collection, sampling and data analysis. He or she must follow to study and research
limitations while facing the conducting and research the history.
Research philosophy: this report is dealing with source, nature and development of knowledge.
The first area which is covered by the is Saunders research onion. The research philosophy
classified into four parts that is interpretive, positivism, realism, and pragmatism. Inductive and
deductive two approaches are classified in research philosophy. The deductive research
7

approach is defined as used by researcher in their study where they have developed possibility in
the study. In the inductive research, where the question is research in their study.
Research Design: the researchers is defined in a different ways of research design. Some
researcher are followed between qualitative and quantitative. Some believes in researcher gather
precise data and analyse it. The term research design refers to the plan through which researcher
able to attempt research questions. To study there are so many different types of research design
are their for the researcher. Taking the help of qualitative research strategy assist to analyse the
numerical data in effective and efficient manner, therefore, aim and research study are helping in
qualitative research strategy.
Research strategy: Research strategy is an effective plan of action which is formulated by the
researcher in context of assisting him or her in attaining the set of objectives and aims of this
research projection. The researcher has utilised both qualitative and quantitative researcher
strategy in terms of accomplishment of the research's aim and objectives effectively.
Data Collection: In order to formulate, that whatever the data is generated by the researcher is
applicable and precise data. Essentially part of data collection is described by the research
history by the researcher. Primary and secondary sources are those two types of sources which
can be collect the data. Conducting surveys and interviews by the researcher is the part of the
primary sources. The study will be carried out at Morrisons where the contestant of research
would be marketing decision maker and employees working at marketing sector. Morrisons have
capabilities to gain the knowledge of about marketing to methodologies.
Tsogether in collaboration in making cohesive brand impression so that they would be able to
respond to their audience.
Carah and Brown, (2018) said that no matter how hard work companies are doing on
their social media channels it could never be able to organise their work in weekly bases. So it
could be included that management of time and that of work is very much essential which is not
been able to be conducted on very easy and smooth note. Other than this management companies
are also suffering form their mismanagement in data like that of listening and learning about
their audience with the help of measuring brand reputation which is required.
The main challenges are facing in the social media marketing is connecting with the
consumer on their personal and individual level. They are using the marketing tool to connect
with the customer such as buffer Reply and Tweet Deck are using free and low cost.
8

There are some challenges of social media marketing are as following:
Create Social media marketing: Social media marketing strategy is very important
because without any specific plan there is no used for the marketing because the social media
plan to determine the actual need of customer.
Consistently coming with good content: Social media managing is the time-consuming
and it becomes full-time job for the employee. The media manager create the detail of product
that would be manage the response, update and controlled many profiles.
Content Quantity over the quality: In the social networking site, there are many posts
uploaded on the Facebook and high amount of data are to be store on the internet. Most of the
companies are post less content on the internet so that they will suffer so many problems.
Consumer are followed the brand and daily check the detail of item so that it is helpful to
manage their post on the internet (Kasemsap, 2018). Marketer will manage the whole digital
posts and uploaded graphics and generating the blogs.
Content to large social audience: Its very challenging part to promoting the product,
influence with the item, record the audience feedback this all are very challenging part of social
media marketing. The most important part to encouraging the news so that people are enjoyed
the blogs and there are many chances that people interact with the website and then will enjoy
the social media as well.
Finding new way to encouraging social media: This is also very challenging part because
the media manager will find the important information that work on internet few times. Hence,
the other platform like Facebook, Instagram are posting many links and Article on the internet.
Twitter is the best example for the content because it can store information related new
launching product, new branding information and most of the people are using the twitter
(Misirlis and Vlachopoulou, 2018).
Create graphics and visuals: These are the most important factor of social media
because create a graphics, visual are very challenging part. These are the skill related challenges
faced on the social media marketing. Growth is the different factor that will figure out the
activities and focus on the social media marketing.
9

LO 2
P3 Primary and secondary research using appropriate methods for business research that consider
ethical issues.
METHODOLOGY
Research methodology consider structure of the research in which researcher able to
analysis whole study. In this aspect, different elements includedsuch as research philosophy,
research approach, research design, etc. Along with this, report also provides information about
the different methods used for information collection, sampling and data analysis (Venkatesh,
Rathi and Patwa, 2015). Following elements are included in it: Research philosophy: Present report considers the description of social media marketing
towards consumer perception. It helps to depict the ways through which investigator
gathers data and information related to research topic in a systematic manner. It also
increases knowledge with conduct data analysis (Hutchinson, Donnell and Reid, 2015).
There are two types of research philosophies i.e. interpretivism and positivism. From the
both, researcher has selected interpretivism research philosophy that helps to find
relevant work performances. Research design: Other element of research methodology is design. In this aspect,
researcher considers abstract which defines in the whole study. It helps to collect relevant
collect data (Paul, Sankaranarayanan and Mekoth, 2016). There are different types of
research designs like descriptive, exploratory, experimental, etc. From all, researcher has
selected descriptive research design which helps to find in-depth information. Research approach: Research approach determines formulation of plan on the basis of
which researcher successfully carries out study (Yu, Ramanathan and Nath, 2014).
Basically, there are two types of research approaches such as inductive and deductive. In
the present research, researcher used deductive approach that assists to find relevant
information for the present study. Research strategy: In this regard, researcher has two options such as qualitative and
quantitative. From the both, researcher selects qualitative technique in which as per
different respondents views, opinion, etc. results will be gather (Kajalo and Lindblom,
2015). As per this strategy, researcher able to conduct proper analysis at workplace.
10

 Data collection: There are different ways to collect data and find relevant information for
research. In this consideration, results can easily be acquired which is related to the topic.
Primary and secondary are the two types of sources through which data has been gathered
that help to develop significant advantages (Mohr, Fastoso and Shirodkar, 2014). Primary
data is gathered through questionnaire which is designed to conduct survey. Furthermore,
secondary data is gathered from previous research, books, articles, online tools, etc. Both
tools important to carry study in successful way. Data analysis: Data analysis is also an important part in research which require special
consideration that aid to find more effective results at workplace. In this regard,
researcher use thematic analysis that assists to develop more significant advantages in
complete investigation process (Pairotti, Cerutti and Beltramo, 2015).
 Sampling: With respect to consider sampling method, there are two ways such as
probabilistic and non-probabilistic. In the present research, probabilistic research selected
in which several aspects of sampling included such as stratified, simple random sampling,
etc. From this all, researcher has selected simple random sampling method to conduct
research in systematic manner (Gupta and Arora, 2017). Along with this, 20 sample size
has been taken from Morrison Employees working within an organisation has been
selected as respondents.
P4 Analytical tool to conduct research finding and data.
Questionnaire
Name:
Age:
Gender:
1. How social media marketing creates impact on Morrison’s success?
 Positive
 Negative
 Both
2. Which elements of social media marketing help to attain desired results?
 Facebook
 Instagram
11

 Twitter
 Linked In
 Corporate blogs
3. Do you think social media marketing helps to make success in company?
 Yes
 No
 Cannot say
4. Does social media marketing help Morrisons in producing the desired results?
 Yes
 No
 Cannot say
5. How does social media marketing influence chosen business?
 Cost effective way of marketing
 Good for enterprise promotion
 Good for building relationship with customers and others
 Useful for advertisement
 Good for customer attraction
 Good for engage with clients
 All the above
6. What are the disadvantages of using social media marketing?
 Time consumption
 Post negative content
 Competitive
 Boost company profile
 All the above
7. Which is the most effective marketing strategy for Morrisons?
 Networking events
 Internet marketing
 Advertisement campaigns
 Direct reach to clients with emails
 Talking with potential clients
12

8. How are you satisfied with using social media marketing in the chosen business?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
9. Overall, social media marketing is good for the business.
 Yes
 No
 Cannot say
10. Does social media marketing improve businessbusiness performance of the chosen
enterprise?
 Yes
 No
 Cannot say
11. Who is the target audience of Morrisons?
 Children
 Young age group
 Family
 All the above
12. What are the problems generally faced by chosen business in implementing social media
marketing?
 Lack of trust
 Investment of money
 Target customers from global market
 All the above
13. How to solve problems related to implementation of social media marketing in business?
 Conduct research for collecting data
 Implement new social channels
 Provide discount on festival
14. Does more finance is required by Morrorris in order to implement effective functioning?
13

DISCUSSION
Theme 1 Social media marketing create positive impact on Morrison success
1. How social media marketing create
impact on Morrison success?
Respondents
Positive 18
Negative 1
Both 1
Interpretation: From the above graph, it can be interpreted that there are 18 respondents said
that social media marketing create impact on Morrison. Furthermore, it can be stated that 1
person said that social media marketing create negative impact on the business success. In this
regard, remaining 1 person said that on Morrison social media marketing create both kind of
impact. As results, it is important to focus on creative perspective of social media activities that
required in chosen business. On the basis of different people views, the chosen business will able
to communicate their program with several numbers of customers easily.
14
18
1
1
Positive
Negative
Both

Theme 2 Facebook is important element of social media marketing that help to attain
desired results
2. What are elements of social media
marketing helps to attain desired results?
Respondents
Facebook 16
Instagram 1
Twitter 1
Linked In 1
Corporate blogs 1
Interpretation: In the present graph, it can be interpreted that there are 16 respondents exist
those said that Facebook is most important element to attract several numbers of customers. It
helps to produce creative results with using videos, blogs, photos, etc. On the basis of these
elements, it can be said that maximum numbers of customers attracted in the business easily.
There is one person said that Instagram is one of the important element that assists to focus on
15
16
1
11
1
Facebook
Instagram
Twitter
Linked In
Corporate blogs

develop more desired results. On the basis of one person view, it can be interpreted that Twitter
is also important consideration that make innovative functions.
Theme 3 Social media marketing helps to make success in the chosen company
3. Do you think social media marketing help
to make success in the company?
Respondents
Yes 17
No 2
Cannot say 1
Interpretation: As per 17 respondents, it can be depicted that social media marketing is most
important element to focus and maintain more creative work at research. It helps to make
successful results in systematic manner at business environment. It will focus on chosen
company operations to develop significant advantages. As per 2 candidates views, it can be
stated that social media marketing is not useful to innovate creative work performances.
However, remaining people said that it cannot be interpreted that social media marketing is
useful or not for the chosen business environment.
Theme 4 Social media marketing assists to Morrison to develop desired results
16
17
2
1
Yes
No
Cannot say

4. Does social media marketing helps to
Morrison to develop desired results?
Respondents
Yes 15
No 3
Cannot say 2
Interpretation: In respect to carry the above graph, 15 respondents said that social media
marketing assists to Morrison to develop their creative work performances. It makes more
profitable results and ascertained desired work performances at present research. As per 3
candidates views, it can be stated that social media marketing not develop significant advantages
to the chosen enterprise to promote more desired results. It reduces creativeness for business
development. Remaining 2 people said that it cannot be said that social media marketing make
success or not for the chosen business unit. From this all description, it can be interpreted that
Morrison need to concentrate on different activities of social media marketing that create
significant advantages at workplace.
17
15
3
2
Yes
No
Cannot say

Theme 5 All the above social media marketing influence to chosen enterprise
5. How does social media marketing
influence chosen business?
Respondents
Cost effective way of marketing 1
Good for enterprise promotion 1
Good for building relationship with customers
and others
1
Useful for advertisement 1
Good for customer attraction 1
Good for engage with clients 1
All the above 14
Interpretation: In the present graph, it can be said that 14 respondents have views social media
marketing consider several advantages. It assists to focus and maintain more creative work
performances in business. It is highly influence to the chosen company to produce more
18
Cost effective way of marketing
Good for enterprise promotion
Good for building relationship with customers and others
Useful for advertisement
Good for customer attraction
Good for engage with clients
All the above
0 2 4 6 8 10 12 14
1
1
1
1
1
1
14
Respondents

systematic work performances. As per their views, it is very good process to engage several
numbers of clients in the enterprise. It is also beneficial to conduct advertisement in the business
to cope up with several activities. It builds strong relationship with several other people that
make innovative results in the Morrison. Promotion of business is also depends on the systematic
work performances that make creativity in the company. Effective cost assist to create more
marketing activities in the business.
Theme 6 All the above are disadvantages of Morrison with using social media marketing
6. What are the disadvantages to Morrison
with using social media marketing?
Respondents
Time consumption 2
Post negative content 1
Competitive 1
Boost company profile 1
All the above 15
19
Time consumption
Post negative content
Competitive
Boost company profile
All the above
0 2 4 6 8 10 12 14 16
2
1
1
1
15
Respondents

Interpretation: In the present graph, it can be stated that there are 15 respondents said that all
the above elements are main disadvantage to the Morrison with implementation of social media
marketing such as time consumption, post negative content, competitive, etc. As per 2
respondents main disadvantage is that time consumption with using social media marketing. As
per the one person, it can be stated that negative content exist with using social media marketing.
As per one person view, Morrison easily boost company profile with consider it in the
organisation. Hence, it can be interpreted that social media marketing consider innovation and
creativeness.
Theme 7 Internet marketing is most effective marketing strategies for the chosen enterprise
7. What is most effective marketing
strategies for the Morrison?
Respondents
Networking events 1
Internet marketing 16
Advertisement campaigns 1
Direct reach to clients with emails 1
Talking with potential clients 1
20
1
16
1
1
1
Networking events
Internet marketing
Advertisement campaigns
Direct reach to clients with
emails
Talking with potential clients

Interpretation: In the above graph, it has been described that 16 respondents said that internet
marketing is most important marketing strategy which implemented in Morrison. It will develop
significant results in the organisation. With the help of networking events, it can be said that 1
person support it to attain more desired results at workplace. It will assist to make creative work
performances. As per other 1 person view, it could be said that advertisement campaigns helps to
promote social media marketing that make systematic work performances. However, one
employee said that social media marketing help to directly reach towards clients. It is most
effective perspective to deal with chosen company. Remaining 1 person said that talking with
potential clients in Morrison.
Theme 8 Employees are highly satisfied with using social media marketing in the chosen
organisation
8. How are you satisfied with using social
media marketing in the chosen business?
Respondents
Highly satisfied 15
Satisfied 2
Neutral 1
Dissatisfied 1
Highly dissatisfied 1
2115
2
1
1
1
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

Interpretation: With the help of above graph, it can be stated that 15 respondents said that they
are highly satisfied with social media marketing. It helps to develop significant advantages at
workplace of research. There are 2 respondents said that they are highly satisfied with using
social media marketing at workplace. It will assist to develop more significant results at global
environment. As per 1 person view, it can be stated that they are neutral with using social media
marketing in the business. Remaining 1 respondent also said that he is dissatisfied with
consideration of social media marketing.
Theme 9 Social media marketing is good for the business
9. Overall, social media marketing is good
for the business?
Respondents
Yes 16
No 2
Cannot say 2
Interpretation: In the present graph, it can be stated that there are 16 respondents said that
social media marketing is good element for business success. It is most successful way to create
desired results in the business unit. As per views of 2 respondents, it can be interpreted that
22
16
2
2
Yes
No
Cannot say

social media marketing is not so good for the chosen business. Remaining 2 respondents said that
it cannot be said that social media marketing is good for the enterprise or not. Therefore, it will
helpful perspective to develop more significant advantages at workplace.
Theme 10 Social media marketing increase brand performance which is good for consumer
attraction
10. Does social media marketing increase
brand performances of the chosen
enterprise?
Respondents
Yes 16
No 3
Cannot say 1
Interpretation: In the present graph, it can be stated that there are 16 respondents exist that said
that social media marketing increases brand performances of the chosen business which is good
for customer attraction. Furthermore, there are 3 respondents interpreted that social media
marketing is not helpful to increase brand performances of the selected business for their
23
Yes
No
Cannot say
0 2 4 6 8 10 12 14 16
16
3
1
Respondents

development. As remaining 1 candidate, said that it cannot be interpreted that social media
marketing is good or not for the selected business.
Theme 11 All the above are target audience of Morrison
11. Who is target audience of Morrison? Respondents
Children 2
Young age group 1
Family 2
All the above 15
Interpretation: In the present graph, it can be there are 15 respondents said that target audience
of Morrison is children, young age group and family. This is because, they consider all types of
products in their business to promote significant results at workplace. There are 2 candidates
exist that said that children are main target of the company so that they promote products and
services in different areas. With the help of 2 respondents views, it can be said that family is also
main target of the company with using social media marketing. Therefore, it assists to develop
more creative work performances with ascertained internet activities. On the basis of secondary
data, it can be interpreted that chosen business target maximum number of people of family
24
2
1
2
15
Children
Young age group
Family
All the above

members. This is because, they are using different tactics to target them. On festivals, different
offers provided that assists to attract them.
Theme 12 All the above problems face by Morrison to implement social media marketing
12. What are the problems generally face by
the chosen business to implement social
media marketing?
Respondents
Lack of trust 2
Investment of money 1
Target customers from global market 1
All the above 16
Interpretation: In the present graph, it has been interpreted that there are 16 respondents said
that all the above elements create problems for Morrison such as lack of trust, investment of
money, target customers from global place. As per 2 person views, it can be stated that lack of
trust is main problem that is face by company with using social media marketing. 1 employee of
the chosen business said that high investment must be consider with implementation of social
media marketing. Remaining 1 employee said that target customers from global areas is one of
25
2
1
1
16
Lack of trust
Investment of money
Target customers from global
market
All the above

the largest problem in front of chosen enterprise. Therefore, the organisation must implement
innovative tools and techniques that make creative work performances at workplace. With using
different elements of the social media marketing, it can be stated that systematic work
performances will be successfully develop at workplace.
Theme 13 Conduct market research for collection of data is the best solution to solve
problem
13. How to solve problems with implement
social media marketing in business?
Respondents
Conduct research for collecting data 17
Implement new social channels 2
Provide discount on festival 1
Interpretation: In the present graph, it can be said that there are 17 respondents interpreted that
Morrison must conduct research that help to collect relevant data at workplace. In this regard, it
is important to focus on the new activities and targets that must be carry to develop more
significant advantages. There are 2 respondents said that implementation of new social channel is
the best solution for the selected enterprise which increases desired results. Remaining one
person said that Morrison must concentrate on providing discount on festivals. Therefore, large
26
17
2
1
Conduct research for
collecting data
Implement new social
channels
Provide discount on festival

number of customers will be attracted easily. It develops more significant advantages with using
creative work performances. As results, it can be said that social media marketing is one of the
best perspective that help to promote functions and operations of Morrison business.
Theme 14 Finance is required to implement effective functioning in Morrison
14. Does more finance require in Morrison
to implement effective functioning?
Respondents
Yes 14
No 4
Cannot say 2
Interpretation: In this graph, there are 14 respondents said that Morrison require more finance
to implement social media marketing. With the help of this tool, it can be stated that the chosen
business able to promote their significant advantages at workplace. In order to promote more
27
Yes
No
Cannot say
0 2 4 6 8 10 12 14
14
4
2
Respondents

products and services, it can be stated that 4 respondents said that Morrison not require any
finance to develop significant advantages at workplace. Therefore, finance is not required in the
company. Remaining 2 employees said that it cannot be interpreted that finance is required or not
in the company with respect to social media marketing. On the basis of this perspective, it can be
stated that Morrison need to consider new tools and techniques that help to promote more
significant advantages at workplace.
LO 3
P5 Research outcomes for intended audience.
enclosed in ppt
LO 4
P6 Reflect on effectiveness of research outcomes of the project.
Reflective
The present study has helped me in terms to analyse the implication of technological
advancement on ABC hotel. This research study aids me to gain depth information about the
uses of digital approach in entity. In this, I have used the inductive approach in terms to making
appropriate conclusion with help of collected data. On the other hand, positivism philosophy will
be used in terms to defining the well defined structure to report. In this, anything can be
calculated and measured in terms to determining the implication of technological advancement. I
have conducted it with help of survey method and it is very effective as it is helpful in terms to
reach to detailed information in least possible time. Thus, survey was the most economical
method also helped in saving time.
CONCLUSION
From the above report, it can be concluded that there are maximum number of
respondents support social media marketing. It helps to promote more significant advantages at
workplace. With using innovative tools and techniques, it can be said that Morrison must
implement Facebook. This is because, with the help of this, they are able to communicate their
benefits within the different areas of world. As results, it develops significant results to cope up
with new functioning in business. Systematic work performances also develop with conducting
marketing research.
28

In order to summarised present report, it can be articulated that social media marketing
also help to develop brand performances to attract several customers. It assists to make
innovations and creativeness in business unit. With the help of internet marketing strategy, the
selected business able to communicate there several benefits in different areas of the world.
Advertisement campaign also continuously develop in the market in social media marketing. As
results, it assists to chosen business to create their significant advantages. However, there are
several disadvantages such as high competition, negative content, time consumption, etc.
RECOMMENDATIONS
Social media plays a very importance role in today's world and this is the basics
requirement of every organisation now a day. Morrison is a retail industry and to promote its
goods and services they use different social media. Therefore, they need very skilled and
employees with technique knowledge of various social media sites. By, this way they can make
their online network more strong (He, Wu and Shen, 2015). They use e-commerce operator to
deal with their social media and digital marketing for promotion of their good on different media.
Morrison is working on their social media services and on they employee to get strong media
marketing. Some recommendation are as following: Training and development: The organisation provides training to their exiting employees
and develops their skills so that they can be improved the performance. Morrison can
build their social media network more strong. By training the exiting employees cost of
hiring new applicant can also be saved. Professionals: The organisation should hiring skilled and technical expert. So, that their
online networking can become more strong. The Morrison hire professional employees so
that their do not have to invest more on training and development. This can bring
improvement in they online goods and services (Ainin, Parveen and Mohd Shuib, 2015). Technology: The organisation should be update with the latest social media trends and
should know what's going on in the marketplace. So, that their website can get more
famous in different areas of the world. Therefore, can get competitive advantage in the
marketplace. To make social media more strong they use high skilled employees (He, Wu
and Shen, 2015).
29

 Salary of the employee: More salary should to provided to the employee's for their good
performance. Therefore, they can feel motivated by it and work more effectively in the
organisation. They lead to good performance of the organisation in the marketplace. Customers:Morrison is that organisation which mainly focuses on their customers and
this is a customer oriented firm. Attract the customers by offering less price from their
competitors on social media sites (Jayaram, Manrai and Manrai, 2015).
 Implement innovation and creativity: In respect to promote more desire results, Morrison
must include innovation and creativity that assists to develop customer base in the
business. With the help of new activities, they can easily communicate their message
with target audience (He, Wu and Shen, 2015). On the basis of systematic design of
website, they can post their offers with pop-up. It is one of the best aspect to target
several numbers of audience at workplace. It creates significant work performances to
deal with new things of market.
P7 Alternative research methodologies in view of outcomes.
In this, alternative methodologies will be considered for carrying out the implication of
digitalisation over ABC. The interview method can be selected instead of undertaking survey
with help of questionnaire. On the place of qualitative techniques, the quantitative method can be
utilised with help of suing statistical tool so effective information can gathered.
With help of adopting some more methods the researcher can able to have detailed investigation
and with help of it digital techniques can be improvised.
30

REFERENCES
Books and Journals
Ainin, S., Parveen, F. and Mohd Shuib, N.L., 2015. Factors influencing the use of social media
by SMEs and its performance outcomes. Industrial Management & Data Systems.
115(3). pp.570-588.
Gupta, A. and Arora, N., 2017. Understanding determinants and barriers of mobile shopping
adoption using behavioral reasoning theory. Journal of Retailing and Consumer
Services. 36. pp.1-7.
He, W., Wu, H. and Shen, J., 2015. A novel social media competitive analytics framework with
sentiment benchmarks. Information & Management. 52(7). pp.801-812.
Hutchinson, K., Donnell, L.V. and Reid, A., 2015. Loyalty card adoption in SME retailers: the
impact upon marketing management. European Journal of Marketing. 49(3/4). pp.467-
490.
Jayaram, D., Manrai, A.K. and Manrai, L.A., 2015. Effective use of marketing technology in
Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and
mobile applications. Journal of Economics, Finance and Administrative Science.
20(39). pp.118-132.
Kajalo, S. and Lindblom, A., 2015. Market orientation, entrepreneurial orientation and business
performance among small retailers. International Journal of Retail & Distribution
Management. 43(7). pp.580-596.
Mai, N.T.T., Hao, N.A. and Huong, P.T.X., 2016. The role of social media in the apparel retail
sector in Vietnam: A study of Facebook fan pages. Journal of Digital & Social Media
Marketing. 4(3). pp.292-309.
Mohr, A., Fastoso, F. and Shirodkar, V., 2014. Testing the regional performance of multinational
enterprises in the retail sector: The moderating effects of timing, speed and experience.
British Journal of Management. 25. pp.S100-S115.
Pairotti, M.B., Cerutti, A.K. and Beltramo, R., 2015. Energy consumption and GHG emission of
the Mediterranean diet: a systemic assessment using a hybrid LCA-IO method. Journal
of Cleaner Production. 103. pp.507-516.
Paul, J., Sankaranarayanan, K.G. and Mekoth, N., 2016. Consumer satisfaction in retail stores:
Theory and implications. International Journal of Consumer Studies. 40(6). pp.635-642.
31

Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management. 37(1). pp.105-123.
Venkatesh, V.G., Rathi, S. and Patwa, S., 2015. Analysis on supply chain risks in Indian apparel
retail chains and proposal of risk prioritization model using Interpretive structural
modeling. Journal of Retailing and Consumer Services. 26. pp.153-167.
Yu, W., Ramanathan, R. and Nath, P., 2014. The impacts of marketing and operations
capabilities on financial performance in the UK retail sector: A resource-based
perspective. Industrial Marketing Management. 43(1). pp.25-31.
32