Impact of Social Media Marketing on Tesco's Performance

Research project
proposal

Table of Contents
INTRODUCTION...........................................................................................................................3
Background of the study..............................................................................................................3
Background of company..............................................................................................................3
Rationale of study........................................................................................................................3
Research aims and objectives......................................................................................................4
LITERATURE REVIEW................................................................................................................4
To analyse the role of social media marketing for the growth of Tesco.....................................4
To identify the significance of social media marketing in order to boost the performance of
Tesco............................................................................................................................................5
To evaluate the benefits of social media marketing in order to foster the business performance
.....................................................................................................................................................6
INTENDED METHODOLOGY.....................................................................................................6
Research philosophy....................................................................................................................6
Research strategy.........................................................................................................................7
Sources of data.............................................................................................................................7
Data collection and analysis techniques......................................................................................7
Ethical considerations..................................................................................................................8
Resource’s requirements and action plan....................................................................................8
REFERENCES..............................................................................................................................11

INTRODUCTION
Background of the study
Increasing emphasis on global growth and the successful use of technology in marketing
promotion and branding causes organisations to change in such a way that the focus is primarily
on customers. Technology has been a major factor in expanding markets and defining entire
marketing strategies around the global access to technology, according to this researcher.
Organizations use social media sites such as Facebook, Instagram, Twitter, YouTube, and others
to promote and sell their products (Raji, Mohd Rashid and Mohd Ishak, 2019).
Companies efficiently recognise the appropriate importance for making the right use of
approaches in order to engage their customers in re-introducing and re-launching their product,
which increases the attractiveness of their product and also define social elements considering
the experience of goods from the customer’s perspective. Social networking also provides a
creative opportunity to use word-of-mouth marketing to expand their audience, and brand
recognition and facilitating customer-to-customer contact at a broad scale.
Background of company
For this research, Tesco is considered which is a British multinational corporation that
deals in general merchandise and has its headquarters in England. Tesco is the world’s third-
largest retailer in terms of gross sales and the ninth-largest corporation in terms of revenue.
Company is the market leader in groceries in the United Kingdom, with stores in five countries
across Europe. The company was established in 1919 and has been expanding internationally
since 1990, with operations in 11 different countries.
Rationale of study
The reason for conducting this study is to develop and analyse the impact of social media
platforms such as YouTube, Instagram, Facebook, Twitter, and others on consumer’s purchasing
behaviour and behaviours, as well as their loyalty to preferred brands. In today’s world, social
media marketing is seen as a critical component of effective marketing campaigns because it has
a direct effect on consumer relationships, allowing for proper interaction and motivating
knowledge sharing among consumers to improve the company’s overall efficiency.
According to research, 62% of consumers in the United Kingdom are not brand loyal, and
businesses should increase their loyalty programmes with appropriate considerations for

functional factors such as successful choice, quality, and price, which are the main drivers of
brand loyalty (Ge and Gretzel, 2018). Despite this, negative social media feedback may have a
significant effect on brand reputation, as nearly 67% of consumers need to change their attitude
about the goods and services after reading the company’s reviews on social media. As a result,
this study emphasises the importance of social media techniques in improving the overall
performance of co-workers.
Research aims and objectives
Research aim:
The main aim of this research is “to identify the importance of social media marketing in
order to foster the performance of business”. A study on Tesco.
Research objectives:
 To analyse the role of social media marketing for the growth of Tesco.
 To identify the significance of social media marketing in order to boost the performance
of Tesco.
 To evaluate the benefits of social media marketing in order to foster the business
performance.
Research questions:
 What is the role of social media marketing for the growth of Tesco?
 What is the significance of social media marketing in order to boost the performance of
Tesco?
 What are the benefits of social media marketing in order to foster the business
performance?
LITERATURE REVIEW
To analyse the role of social media marketing for the growth of Tesco
According to the viewpoint of Wicks, (2015), Social media marketing plays an important
role in terms of promoting the products of company and attracting large number of customer
base. In this context the social networking sites like Facebook Twitter Instagram are important to
maintain a competitive advantage. Social media marketing is helpful for an organisation in terms
of interacting with the target market with the help of Facebook updates and several post which
are posted by the customer base to have proper vision and Insight regarding their wants. It is