Social Media Marketing Implementation in Morrison
Added on 2020-10-05
36 Pages5105 Words64 Views
RESEARCH PROJECT (PART 1 & 2)
EXECUTIVE SUMMARYIn the present report, social media marketing implementation in Morrison assists todevelop more creative work performances. On the basis of creative perspective, theycontinuously make innovation to attract maximum number of customers. Furthermore, ininternational areas, the company also famous with using different tactics and tools of socialmedia marketing. However, report summarised about several challenges which face by businessto implement this tool such as lack of trust of people, more finance requirement, etc.
Table of ContentsINTRODUCTION...........................................................................................................................1LO 1 ................................................................................................................................................1P1 Research proposal that clearly defines research questions, hypothesis supported byliterature review. ........................................................................................................................1P2 Appropriate methods of research and conduct primary and secondary research. .................7LO 2...............................................................................................................................................10P3 Primary and secondary research using appropriate methods for business research thatconsider ethical issues. .............................................................................................................10P4 Analytical tool to conduct research finding and data. .........................................................11LO 3 ..............................................................................................................................................27P5 Research outcomes for intended audience...........................................................................27LO 4...............................................................................................................................................27P6 Reflect on effectiveness of research outcomes of the project. ............................................27P7 Alternative research methodologies in view of outcomes. .................................................29REFERENCES..............................................................................................................................30
Title of research study: The impact of social media marketing in transforming perception ofconsumers - A Study on Morrisons.INTRODUCTIONSocial media marketing refers to the marketing tactics utilised by the businessorganisation where they promote and advertise about their products and services using socialmedia websites. With the rise in internet technologies and evolution of social media perceptionof individuals and societies have been drastically transformed. Marketers of today's organisationhave been greatly influenced from social media as they get a platform where they can promoteorganisational 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 toutilise new and advance technologies for their marketing practices. Social media websites suchas Instagram, YouTube, Facebook, etc. provides immense opportunities to marketers where theycan promote organisational products and services efficiently. Social media marketing drasticallytransformed perception of customers worldwide. In this context, this research will aid inunderstanding impact of social media marketing in transforming perception of consumers byanalysing study on Morrisons. Morrisons is considered as fourth largest supermarket in UnitedKingdom. It has enormous customer base and provides quality products and services to theirtarget customers. The management of Morrisons known for providing creative and innovativemarketing tactics which provides them competitive advantages (Constantinides, Schepers andVries, 2015). Researcher will conduct literature review in the study in order to compare andcontrast on the articles and journal he or she obtained. The purpose of carrying out literaturereview is to establish theoretical framework in the study. Furthermore, researcher will elaborateabout research methods that he or she will going to use in order to accomplish the aim andobjectives of the study. Digital technologies gives rise to innovative and creative methodsthrough which organisation enhances their productivity and profitability. LO 1 P1 Research proposal that clearly defines research questions, hypothesis supported by literaturereview. Background of study1
Digital technologies indeed transforms organisational culture. By implementing advanceand latest technologies within organisational framework, management is now able to obtaincompetitive environment. Researchers in their previous studies have examined the implicationsof 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 ofconsumers. How much impact social media marketing laid on customer through which theyattract towards the organisation. Researchers in their past studies also examined the process ofsocial media marketing and digital marketing and in this research researcher will examine thechallenges faced by the organisation during the process of social media marketing. Rationale of studyThrough this research, researcher will be able to enhance his or her level of knowledgeeffectively and efficiently regarding the influence of social media marketing on consumersperception. From this research, researcher will be able to gain access to Morrisons which is oneof the biggest supermarket and retail organisation in United Kingdom. This research will helpresearcher in enhancing his or her level of knowledge regarding social media. Aim and objectivesThe aim of research study is “To understand the impact of social media marketing intransforming perception of consumers; a study on Morrisons.”ObjectivesTo 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 ofconsumers.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 theeffectiveness of research, researcher needs to made certain sets of question that reflects onresearch aim and objectives. In this context, in the following research researcher will answerfollowing 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 studyThis research study will help in enhancing the level of knowledge of end readers. Socialmedia marketing is new trend which floats around the marketers of the organisation. Marketersused different tactics to provide quality and creative advertisement on social media platform. Inthis context, this research will further aid in enhancing the level of knowledge of marketersworking at Morrisons. From this research study, academicians preparing for or have competedcourse in digital marketing will also be benefited as they will be able to know more about socialmedia marketing. Researcher will provide set of recommendations at the end of research projectwhich will help the management of Morrisons from which they can improve their social mediamarketing practices. ACTIVITIES AND TIMESCALETask / Duration in week12345678910111213141516Selection of topicDeveloping the projectPreparing aims and objectivesCarrying out literature reviewDeveloping researchmethodologyConducting primary researchAnalysis of dataEvaluation of dataConclusion andrecommendationsDraft Submission Final submission to tutorLITERATURE REVIEWIn literature review, researcher contradicts and creates an argument by analysing the views ofauthors and researchers in order to enhance his or her understanding about the subject matter.3
The purpose of conducting literature review is to compare and contrast on what seniorresearchers and academicians have proposed. Social media marketing strategiesAccording to Fan and Gordon, (2014) social media marketing strategies refers to themethods which are used by marketers where they promote goods and services of organisation onsocial media platforms. These strategies are dynamic and changes according to the change intrends and situations. In order to gain attraction from customers it is essential for theorganisations 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 mediawebsites. Marketers implement diverse strategies and methods in order to create marketing onsocial media websites. In order to sustain in competitive environment it is essential andimportant for the management of organisation to focus on devising plans and strategies thatenhances marketing and promotional activities. Rodriguez Peterson and Ajjan, (2015) said that social media marketing becomes latesttrend among marketers. Through effective social media marketing strategies, marketingmanagement of organisations able to promulgates organisational productivity and profitability.Social media marketing refers to the marketing tactics utilised by the business organisationwhere 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 andsocieties have been drastically transformed. Rowley and Keegan, (2017) said that marketers oftoday's organisation have been greatly influenced from social media as they get a platform wherethey can promote organisational goods and services effectively and efficiently. In order to sustainin competitive environment it is very essential and crucial for marketers to utilise new andadvance technologies for their marketing practices. Social media websites such as Instagram,YouTube, Facebook, etc. Social media marketing indeed transforms the perception of consumersas well as marketers. With the evolution of internet and advance technologies, social mediamarketing becomes the latest trends. It is time saving, cost effective and management needs toput limited efforts to promote organisational products and services. Agnihotri, Hu and Krush,(2016) argued that social media marketing indeed helps in enhancing the promotional activitiesof the organisation but it also have some negative effects on organisation. 4
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