Social Media Marketing Project

This project examines the impact of social media marketing on the sales and profitability of Morrison's, a leading UK retailer. It analyzes current trends, effectiveness, and impacts of social media marketing on the company's performance, providing recommendations for improvement.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION..........................................................................................................................1
Research Project Description.......................................................................................................1
Research Aim and Objectives......................................................................................................1
Rationale......................................................................................................................................2
Timescale.....................................................................................................................................2
AIM..................................................................................................................................................3
LITERATURE REVIEW................................................................................................................3
RESEARCH METHODOLOGY....................................................................................................5
DATA COLLECTION....................................................................................................................7
DATA ANLYSIS/ RESULTS.........................................................................................................8
RECOMMENDATIONS...............................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

CHAPTER 1: INTRODUCTION
Research Project Description
Social Media Marketing is considered as a method to gain attention of mass audience.
Most of the companies take assistance of this technique in order to enhance communication with
the consumers and identifying their needs (Wang, Pauleen and Zhang, 2016). This assist business
units in making people loyal and retaining them in the firm for longer duration. Social media is
an ever-growing communication platform that enables entities in sharing their necessary
information and gaining attention of mass audience. Social media marketing now has been
applied by most of the organization as that help these firms in developing strong relationship
with their consumers. By engaging in social media platform entities become able to interact
directly with buyers and creating interest of them towards products and services of firm. Retail
industry of UK is growing well, over a period of time this sector has contributed well in
economic development of nation (Pitt and et.al, 2017).
Morrison's is the fourth largest retail firm in UK. It has more than 500 stores across the
world. Main objective of Morrison's is to provide high quality services to consumers so that they
become loyal towards the brand (Parveen, Jaafar and Ainin, 2015). It is also engaged in online
home delivery services as well. Current study will discuss impact of social media marketing on
sales and profitability of Morrison's. Furthermore, it will explain effectiveness of social media
marketing and recent trends.
Research Aim and Objectives
Aim
To assess the impact of social media marketing on sales and profitability of retail sector: A study
on Morrison's.
Objectives
 To identify trends of social media marketing in UK retail sector
 To explain effectiveness of social media marketing for improving performance of
business unit
 To identify positive and negative impact of social media marketing on sales and
profitability of Morrison's
Research Questions
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 What are trends of social media marketing in UK retail sector
 Explain effectiveness of social media marketing for improving performance of business
unit.
 How social media marketing impact on sales and profitability of Morrison
Rationale
The main reason of carrying out this research is that researcher has a huge interest in
marketing related topics. Social media is an emerging trend that is applied by many firms. This is
an interesting topic thus; scholar has chosen this. Furthermore, researcher has worked in the
retail sector thus, individual is well aware with consumer behaviour, attitude of customers
towards social networking sites (Ahmad, Musa and Harun, 2016). This experience is going to
help the scholar in understanding concepts. Furthermore, it is semi-structured topic and has been
provided by the university. Thus, investigator has chosen this area for research.
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Timescale
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Scheduling 1th
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Aim Of The
Study And
Framing
Objectives
Reading
Previous
Literatures
Selection Of
Research
Methods
Completion
Of Proposal
Data
Collection
Through
Questionnaire
Recording Of
Data
Data Analysis
Discussion
And Drawing
Conclusion
Edition As
Per
Requirements

AIM
To assess the impact of social media marketing on sales and profitability of retail sector:
A study on Morrison's
LITERATURE REVIEW
According to Tuten and Solomon(2017), Digital technology plays an important role in
the retail sector as it helps to flourish the business and several aspects such as increasing quality,
efficiency and effectiveness of the process that are included in the production of various products
that are required to satisfy several needs and wishes of customers in the market. There are many
digital media platforms in which one of the effective factor is social media which helps to
promote the products and services of the retail sector as it has a reach to larger audience and can
provide instant promotion the sector which is an impactful feature of the social media.
According to many surveys, various businesses are engaged to social media marketing
which provides them immense benefit for business activities. Various advertising and
promotional activities are conducted on these platforms which are providing a great recognition
to the companies in the local as well as global markets. As there is an increase in the users of
social media according to a research, in the future scenario as it has been aptly quoted that social
media is all about the customers, not about the business. One who will provide various offerings
to the customer will also get many benefits in return.
As per Kaur (2016) Social media has completely transformed the scenario of business
environment and provided a redefinition of the way of communicating businesses. Retail is a
social activity, as there are no surprises that the retail industry is the first one to adopt this
platform for propose of conduction of various promotional activities for their product and
services among potential customers in the market. Many retail brands provide advertisement of
the social media to attract more customers. According to a survey, it has been depicted that
about eighty-five percent of the total consumers and respective retail firms has opted for usage of
social media for various purposes of marketing, as compared to other sectors which only has a
contribution of around sixty-six percent.
Social media platform has provided many benefits to customers and also the retail sector
as it has given an opportunity to personalise the experience of th4 customer which is very
beneficial for them as they facilitate the process of giving importance to every consumer which
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helps to build up the image of the company in a good way as defined by Ashley and Tuten
(2015) These social media provides faster access to the world which has made the process of
advertisement more time and cost effective. It has made them to save the financial amount which
used be required in a huge quantity. With the promotion through social media, they can set their
short as well as long term goals effectively which not only result in boosting up the sale but
making up a huge base of customers which ultimately leads to the development of their business
and provides them huge profitably that facilitates them to stand in the market and face the
competition more effectively.
According to Scott (2015) Retailers which are involved in the participation of various
social media should develop a strategy related to its content which can put the potential customer
in front of the whole advertisement campaign. The theme of promotional activities must be
decided which does not hurt or discriminate any one on certain grounds. It is also very
controversial platform as it provides the company a threat of getting copied by customer who can
adopt the same strategies for promotion of similar products. In addition, excessive promotion of
social media can lead to the formation of the negative image of the brand with the mean
comments of the customers which can be seen by others and affects the image of the retail brand
in the mindset of the customer. There are more chances of getting ignored by the customer as
they mostly prefer to skip the promotional ads of various companies as they are more involved in
their own content.
According to Felix, Rauschnabel and Hinsch (2017) Branding is a strong play in the
social media as the promotion of the brand can provide more long-term benefits as they attract
the loyalty of the customer which not only retain them but also provides a first preference among
competitors. With the usage of social media, a retail company can directly communicate with
customer that leads to make bond which is based on trust and connectivity and the consumer
becomes freer to suggest and to ask for the changes in the products which can mark them better.
A strong brand can effectively increase the sales and the profitability of the company which not
only leads to earn profit in financial aspects but also leads to increase the share in the market
which is very much advantageous to company and also to other customers
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RESEARCH METHODOLOGY
To accomplish objectives for assessing the impact of social media on sales and
profitability of the retail business, the investigator has implied several techniques of research
methodology which are discussed below:
Research Design
It is a structure framework of various processes which have been performed in research.
It includes all methods and procedures which are adopted for collection of data to provide results
for the topic. It provides necessary information which results to the acknowledgement of the
type of study has been done, problems associated with the research sand the formulated
hypothesis along with the variables which can be dependent or independent. There are two types
of fresh design which is exploratory and descriptive. The exploratory design of research has been
adopted by the investigator as he has explored information related to impact of social media on
sales and profitability of the retail business (Tuten and Solomon, 2017).
Research philosophy
In the following research, the investigator has implemented the interpretvitism as he has
analysed the patterns of the observations and has interpret information which has been gathered
from the various sources and has formed his own relatable theory based on these data.
Interpretvitism allows the researcher to form his or her own theories and principles which is
based on observations he had studied for the project (Kaur, 2016). The positivism approach is
followed in the quantitative approach which is completely opposite to this approach, is
considered, and is considered as more complexed.
Research approach
There are two types of approaches which are deductive and inductive. In which the
researcher has adopted the inductive approach in which he has studied various related theories
and principles and has formed the pattern of information on the basis of that he has formulated
the hypothesis of the topic (Scott, 2015). The deductive approach is used in the quantitative
research where a researcher is providing hypothesis and he has to observe and collect data
accordingly to prove that hypothesis is right or wrong.
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Data collection
There are two types of data which can be collected by the investigator that is based on
source from which it has been obtained. The researcher used the secondary data which was
directly available from various sources such as journals, books and other online websites (Pitt
and et.al., 2017). It is much more convenient as compared to primary data because it can be
accessed from anywhere and is time effective informative source which is the first priority of
every researcher. Secondary data can be authenticated but it is not easy to access as it requires
more time and a group of people who are selected for filling the questionnaires for research topic
from which the observation is interpreted into useful information and is described in the
graphical presentation.
Sampling
It is defined as the process of selecting the particular set of data from the collected one
and on which the research is done. Sampling which is done on the basis of convenience of the
researcher as due to the limited time band resources one has to perform sampling on the data.
DATA COLLECTION
On the regards of collecting the most appropriate and effective data set, there is a need to
have satisfactory analysis over business operations which in turn will be effective and
appropriate as to have reliable trust over outcomes. In order to have satisfactory information
related with social media marketing impacts over business units there will be collection of
effective data through various collection techniques such as:
Primary sources of data collection:
These are techniques which insist on use of several methods such as taking interviews of
individuals, asking questionnaires, making observation as well as analysing the focused group.
These are very convenient as well as accurate methods which in turn helped in analysing
behaviour, current trends and requirements in the market. Here, the researchers have taken
surveys over market and various consumers with help of set of questions.
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Secondary sources of data collection:
The data can be gathered through various secondary sources through internet, social
media as well as by analysing annual reports of various retail industries currently operating in
UK. It brings a clear analysis over financial performance of such industries as well as
effectiveness of digital marketing over the rise in sale revenue of the firm. It has been analysed
here that this technique is very cost effective and convenient for the researchers as to cover the
wide area and make appropriate research study over the market.
Questionnaire:
This method helps in analysing the data set of the gathered information which in turn will
be effective and helpful as to have satisfactory generation of information relevant with the
consumer shopping habits. It emphasis over various open ended questions which will bring the
informative outcomes to researchers and professionals of Morrison.
Questionnaire
Question 1 On which of these online communities on which you do have an account?
a. Linkedin
b. Facebook
c. Twitter
d. Instagram
Question 2 Can social media market really help in the growth of business revenue and sales.
.a Yes
.b No
Question 3 What the main advantages of the digital marketing for Morrison?
a. Effective consumer communication
b. Branding
c. Increasing sales
d. Inviting investors
Question 4 Is Digital marketing will be helpful for the B2C and B2B operation.
a. Yes
b. No
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DATA ANLYSIS/ RESULTS
Theme 1: On which of these online communities on which you do have an account
Answers Respondents Percentage
a. Linkedin 7 14%
b. Facebook 25 50%
c. Twitter 8 16%
d. Instagram 10 20%
Total 50 100%
Interpretation: On the basis of above analysis, it can be said that the most active social
media sites are Facebook and Instagram. Therefore, there are large numbers of audiences which
have their personal accounts as well as are highly active. Therefore, it will be suggested to the
professionals of Morison in terms of promoting the brand over these sites.
Theme 2: Can social media market really help in the growth of business revenue and sales
Answers Respondents Percentage
a. Yes 36 72%
b. No 14 28%
Total 50 100%
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Interpretation: It has been asked to the individual that there will be positive impacts of
digital marketing over the revenue and sales growth of firm. Thus, in relation with the outcomes
there are maximum responses comes in favour of this statements. Therefore, it can be said that
the digital marketing will be helpful to a business in improving the efficiencies and profitability.
Theme 3: What the main advantages of the digital marketing for Morrison
Answers Respondents Percentage
a. Effective consumer
communication
9 18%
b. Branding 12 24%
c. Increasing sales 15 30%
d. Inviting investors 14 28%
Total 50 100%
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Interpretation: it has been analysed here that the social media marketing will be helpful
to all business units in several terms. There are large numbers of outcomes derived from
increasing the sales of business and generating investors to the firm. Therefore, it will be a
helpful observation that will bring a rise in the efficiency level of Morison’s.
Theme 4: Is Digital marketing will be helpful for the B2C and B2B operation
Answers Respondents Percentage
a. Yes 40 80%
b. No 10 20%
Total 50 100%
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Interpretation: it has been asked out to individuals regarding the effectiveness of the digital
marketing terms of increasing the business-to-business as well as business to consumer’s
relationships. Therefore, positive outcomes derived in favour of this statement. Thus, it will be
effective sources of making satisfactory improvements in the trade relationship as well as
consumer relationship which will be effective a helpful to business.
RECOMMENDATIONS
It will be suggested to professionals of Morison as to improve retail operations in the
market. There is a need to have an stuitable strategic plans and operations which in turn will be
effective and helpful as to have rise in the revenue and the sales of firm. Moreover, there will be
fruitful gains and increment in the level of various trade opportunities such as wider business
networks, large suppliers, buyers etc. The brand name of firm will create its own identity among
consumers as well as investors. Thus, will be effective in terms of increasing the capital funds as
well as industrial efficiencies.
CONCLUSION
It has been concluded that the digital technology is the inseparable aspect of the today’s
world. It helped to make obsolete procedures in areas of various businesses such as production,
operations and specially retail. Retail business has been the first among the all who adopted the
digital technology for the promotional purposes. The social media is an effective platform that
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has transformed the way of doing business which especially includes the marketing and sales of
the products and services in the retail business. Retail business has adopted the approach of
social media so that to increase the base of the customer which can lead them to provide the
excessive sale of their products which will increase their profitably and also helps them to
sustain in the market among the strong competitors who are providing the similar products
related to the customer of that market. Social media has provided connectivity between the
customer and they supplier so that there can be some customised choices for the product and the
exchange of suggestions and advices among them so that they can modify themselves and
provide better products in terms of quality and preferable choices which not only satisfy their
needs but also provides a sense of being a special customer which leads to the development of
the loyalty of the consumer towards them.
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REFERENCES
Wang, W. Y., Pauleen, D. J. and Zhang, T., 2016. How social media applications affect B2B
communication and improve business performance in SMEs. Industrial Marketing
Management. 54. pp.4-14.
Pitt, C. S. and et.al., 2017. How employees engage with B2B brands on social media: Word
choice and verbal tone. Industrial Marketing Management.
Parveen, F., Jaafar, N. I. and Ainin, S., 2015. Social media usage and organizational
performance: Reflections of Malaysian social media managers. Telematics and
Informatics. 32(1). pp.67-78.
Tuten, T. L. and Solomon, M. R., 2017. Social media marketing. Sage.
Kaur, G., 2016. Social media marketing. Asian Journal of Multidisciplinary Studies.4(7).
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing.32(1).
pp.15-27.
Scott, D. M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
John Wiley & Sons.
Felix, R., Rauschnabel, P. A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research.70.pp.118-126.
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