The Effect of Social Media on Marketing and Business Tactics

This research project investigates the effect of social media on marketing activities and its role in developing business tactics, using a case study on Burberry. The report begins with an introduction specifying the project's aim, rationale, and objectives, followed by a critical review of existing literature on the subject, examining both the positive impacts and challenges associated with social media marketing. The research employs a qualitative methodology, utilizing interpretivism and a descriptive research design, with data collected through primary and secondary sources and analyzed thematically. The project outlines the research methodology, data analysis, and findings, leading to conclusions and recommendations for improving the effectiveness of social media in marketing. The report also includes a project timeline and a questionnaire in the appendix.

Research Project

Table of Contents
TOPIC: “To analyse the effect of social media on marketing activities and how it helps in
developing business tactics.”...........................................................................................................3
TASK 1............................................................................................................................................3
1.1. Specification of the project...................................................................................................3
1.2. Factors for contribution of research project. ........................................................................3
1.3. Critical review.......................................................................................................................3
1.4. Purpose and Objectives.........................................................................................................4
TASK 2............................................................................................................................................5
TASK 3............................................................................................................................................7
Research Methodology................................................................................................................7
Data Analysis and Findings.........................................................................................................8
TASK 4..........................................................................................................................................15
Conclusions and Recommendation............................................................................................15
REFERENCES................................................................................................................................1
APPENDIX......................................................................................................................................2
Questionnaire...............................................................................................................................2

TOPIC: “To analyse the effect of social media on marketing activities and
how it helps in developing business tactics.”
TASK 1
1.1. Specification of the project.
Aim: “To examine the effects of social media on marketing activities. A case study on Burberry.
1.2. Factors for contribution of research project.
Effect of social media on marketing activities is a very wide concept which in turn helps
in gaining broad aspect on the particular research project. It is one of the current issue as it helps
in improving the marketing functions of the company (Mukherjee, Makarius and Stevens, 2018).
It is very beneficial for the company to gain new information regarding the effect of social media
on marketing activities and also develop hypothesis for effective research outcomes. This
research is carried out for academic interest in order to gain insight on the relationship between
social media and business tactics.
Rationale: The main reason for carrying out this study is that it is a current issue because social
media influences the marketing activities of the company. This is the current issue because
marketing activities have been changing from time to time. This research is carried out because
of the academic interest and will light on this topic with the help of thematic analysis for gaining
wider aspect on the particular subject matter.
The factors to be includes in scope of research is that in respective of data analysis
methods, thematic methods is used so that data is to be presented on the bases of theme. This
methods is included in research and the factors which is excluded is in respective of raising open
ended question from participants. As this is most general topic thus, various judgement is raised
from single output. In this perspective close ended questions is raised so that there are more
chances of getting accurate results.
1.3. Critical review.
Kotler and et.al., (2015) sought to establish the fact that, social media is an effective
network which helps in sharing information with the help of various online network. It helps in
conveying various marketing information to various customers in order to attain desired goal and
objectives of the company. Effective social media marketing results in tremendous business
growth and development of business tactics for future growth and development. Social media has
a very positive impact on the increased brand engagement and higher customer base. Social

media helps in better customer service experience by combining low cost tools and technology
to attain better results and outcomes. It helps in catering large number of customers, increasing
brand awareness, better customer satisfaction, improved brand loyalty, cost effective, increased
inbound traffic and better brand authority. It also helps in better connectivity and results in high
sustainable growth and development of the company. On the contrary, Armstrong and et.al.,
(2018) argued that, social media results in reducing employee relations and productivity. It is a
very time consuming process to develop application and reach specific target customers in a
market. There is a higher risk of negative publicity which may dilute the brand image of the
company.
Hudson and et.al., (2016) established the fact that, there is a positive relationship between
social media and development of business tactics. Social media helps in enabling business
exposures and gain market insights for long term growth and development of the business. It
helps in strategic decision making and formulate plans which helps in better business tactics and
growth. It is very useful in syndicating information and increase the visibility and brand
recognition of the business. Social media network helps in growing better relationship with the
customers and also engage in real time interaction with the people. Social media helps business
in increased market sales for sustainable future growth. Social media platforms are useful in
strengthening the brand image of the company. Social media helps in developing various
business tactics by easily advertising products, events and programs. It is a very useful source to
improve the marketing activities of the business and attain greater heights. It is a very useful and
cost efficient tool as it results in increasing market audience and market share of the company
better than its competitors. On the contrary Rutter, Roper and Lettice (2016) sought to establish
the fact that, social media marketing also helps in improving the online functions of the company
with the help of innovative marketing techniques and customer satisfaction.
Chaffey and Ellis-Chadwick (2019) said that, the major challenge faced by the company
due to social media is that it is a very time-consuming process. Making authentic connection
with the customers and coming up with the good quality content is a challenging task for the
business. Competitors using better and innovative technology adversely hamper the performance
of the company. Building followers and attracting customers across the globe is a major
challenge for the business. It is very difficult to attract the right followers from worldwide.
Ineffective financial and human resources is a major challenge faced by the company.

Development of social media strategy and measuring the social media return on investment is a
very crucial and challenging task for the organization. Synchronizing all the marketing activities
of the company makes it difficult for the company to attain greater heights. There is a higher risk
of negative publicity as it adversely hampers the functioning of the company in a systematic and
efficient manner. Laudon and Traver (2016) argued that, development of social media strategy
and creating organic reach is a major challenge for the business. Maintaining a humanistic
relationship with the customers is also a major challenge in order to maintain loyal relationship.
1.4. Purpose and Objectives.
Research objectives
 To determine the effect of social media on marketing activities.
 To analyse the relationship between social media and business tactics.
 To examine the challenges faced due to social media on marketing activities.
 To provide recommendations to improve effect of social media on marketing.
Research Questions
 What are the effect of social media on marketing activities?
 What is the relationship between social media and business tactics?
 What are the challenges faced due to social media on marketing activities?
 What are effective recommendations to improve effect of social media on marketing?
Statement of research question:
Research question is generally indicated to identify the direction regarding the
inquiry and gathering information in research. This is helpful in providing various aspects
which provides benefits to companies in respect of taking effective decision. In research
question various aspects are to be determined which is useful for companies in respect fo
planning and controlling business activities.
Research Methodology
Research methodology can be defined as a specific procedure used to identify, select,
process and analyse information about a topic. In the present research, researcher will use
qualitative research method which will help the researcher in providing depth and details for
analysing the effects of social media on different marketing activities. There are majorly two
types of research philosophy which includes interpretivism and positivism, researcher will use
interpretivism philosophy for analysing the objectives, as it is a naturalistic approach of data

collection which is based on real facts and figures. The research design which will be used in this
research is descriptive design which helps in giving a better and deeper understanding of a
phenomenon that is based on an in-depth study. In the present research, researcher will use both
the types of data collection methods which includes primary and secondary methods of data
collection. Primary method will help the researcher in gathering data directly through the
samples, whereas secondary data will help the researcher in gathering information from pre
determined sources. Further, in this research, researcher will use random sampling method for
the purpose of collecting samples, random sampling method will help the researcher in choosing
samples randomly which leads in preventing bias from choosing the samples. Lastly, in this
research, researcher will use thematic method of data analysis for analysing the data. This
method will help the researcher in providing vast amount of flexibility and interpretation of
themes backed up by data.
The main purpose of this research is that due to changes in marketing techniques,
company also changing its polices and for that they are planning their effective business tactics.
So that to bring new products in market they can already make strategies to attract large number
of customers. The outcome of this research is that digital marketing plays an effective role and
also company stability and integrity depends upon its marketing techniques. Thus, business
tactics play a crucial role to support business planning activities and helps company to achieve
targets within the stipulate time.
TASK 2
Task Mode Task Name Duration Start Finish Predecessors
Auto
Scheduled Initiation 12 days Tue 03-
09-19
Wed 18-
09-19
Auto
Scheduled Selecting the topic 1 day Tue 03-
09-19
Tue 03-
09-19
Auto
Scheduled Preparing aim and objectives 3 days Wed 04-
09-19
Fri 06-09-
19 2
Auto
Scheduled Critical reviews of the topic 8 days Mon 09-
09-19
Wed 18-
09-19 2,3

Auto
Scheduled Planning 22 days Thu 19-
09-19
Fri 18-10-
19
Auto
Scheduled Using Research methods 3 days Thu 19-
09-19
Mon 23-
09-19 3,4
Auto
Scheduled Collecting data 12 days Tue 24-
09-19
Wed 09-
10-19 6
Auto
Scheduled
Using primary and secondary
sources 7 days Thu 10-
10-19
Fri 18-10-
19 7
Auto
Scheduled Implementation 15 days Mon 21-
10-19
Fri 08-11-
19
Auto
Scheduled Analysing the data 9 days Mon 21-
10-19
Thu 31-
10-19 7,8
Auto
Scheduled Interpreting the analysed results 6 days Fri 01-
11-19
Fri 08-11-
19 10
Auto
Scheduled Monitoring 15 days Mon 11-
11-19
Fri 29-11-
19
Auto
Scheduled
Concluding and recommending
the stated results 2 days Mon 11-
11-19
Tue 12-
11-19 10,11
Auto
Scheduled Formatting the report 3 days Wed 13-
11-19
Fri 15-11-
19 13
Auto
Scheduled Taking feedback 6 days Mon 18-
11-19
Mon 25-
11-19 14
Auto
Scheduled
Changes committed as per the
given feedback 4 days Tue 26-
11-19
Fri 29-11-
19 14,15
Auto
Scheduled Final closure 1 day? Mon 02-
12-19
Mon 02-
12-19
Auto
Scheduled End of project 1 day? Mon 02-
12-19
Mon 02-
12-19 16,13

MILESTONE DUE DATE JUSTIFICATION
Formulation of aims and
objectives
02/09/19 This will help in framing aim
and objective before due date.
This helps in approving the
same with the tutor and further
carry out the research in a
systematic and accurate
manner.
Research Methodology 08/09/19 The researcher will carry out
research using qualitative data
and complete task 2 days
before to take approval and
further carry out the
investigation.
Data analysis 15/09/19 The researcher will effectively
analyse and interpret the data
using various tools techniques
to gain insight on new
information.
The research will be monitored by continuously taking reviews and feedback from the
supervisor. It will help in critically evaluating the functions which in turn leads to attainment of
aims and objectives of the research. The researcher will monitor the activities by evaluating the
data which is gathered to bring useful information. Through this information it helps the
researcher to take effective actions and decision which enable the researcher to control the risk
which occurs at any time. By choosing the appropriate methods though which data is to be
gathered helps them to conduct the research in more accurate way.

TASK 3
Research Methodology
It is the systematic approach which is used to identify, evaluate, examines and analyse
various facts and information which helps the researcher to make effective decision. It includes
various methods such as:
 Research types: It is the method in which various techniques and strategy are chosen by
the researcher to design their research in accurate manner. It covers two types of research
such as Quantitative methods and Qualitative methods. By this methods, researcher has
been applied the Qualitative methods to conduct the research (Ottman, 2017). By
selecting this method, it helps in conducting the survey, interview and questionnaire to
determines the appropriate data. In this research, researcher applied the questionnaire
procedure through which they can raise question from the employees of the Burberry to
examines their strategy regarding promoting their business through social media
marketing.
 Research approach: It includes proper plans and procedure to gather the information
from various sources. It carries two types of approach such as inductive and deductive
approach. By viewing both the types, researcher had applied the inductive methods to
carry the research (Grayson and Hodges, 2017). The inductive method is chosen in
respective of applying the Qualitative methods. In this research, Researcher collect
information from internal sources to get the appropriate results.
 Research Philosophy: In this methods, various ideas, expression and thoughts are to be
incurred to determined the facts which is covered under the research (Aras and Crowther,
2016). It includes two types of research such as Positivism and Interpretivism. By
examining the research topic, researcher had choose the Interpretivism methods to
conduct the research. As data is interpreted to examine more facts and information
which helps the researcher to make the research more authentic.
 Data collection: In this method, various data and information are to be collected from
different sources (Data collection, 2019). It includes two types such as primary data and
secondary data. To conduct the appropriate research, Researcher had applied both the
method to gather information (Epstein, 2018). In this research project, the topic which is

related to social media marketing requires various facts and detail through which it
identifies the latests trend adapted by Burberry to expand business.
 Sampling: It is the statistical analysis tool which is used in case of examining the data
when the environment is surrounded with large number of population. Thus, researcher
had applied the random sampling methods to collect data and interpret such information
in better way (Donelan, 2016). In this research, there are large number of employees
engaged in Burberry. Thus, to gather information, researcher select 10 marketing
department employees to examines various facts which helps the researcher to determines
accurate results.
 Data Analysis: It is such a process which is used to analyse the information, once the
data is collected and gather which helps in bringing useful information. It includes two
types of methods such as thematic and non thematic methods. To conduct the research,
researcher had applied the thematic method to present the research on the bases of theme.
 Ethical Consideration: In this methods, researcher had maintain certain ethics at the
time of gathering information from the company and employees. Researcher had to carry
the consent from which is to be signed by the employees regarding disclosing the
information (Hudson and et.al., 2015). Researcher had to behave ethically at the raising
queries as it not harm any person mentally and also not affect the reputation of the
company.
 Reliability and Validity: Reliability is used to identify the consistency of the data and
the stability of the information collected. As the data collected from the previous year
results in bringing the same accurate results for the upcoming year. The validity of the
data results in providing the accuracy of the information gathered. As the validity occurs
in respect of information gathered from authentic sources.
Data Analysis and Findings
It is the process which is used to identify the facts and information so that accurate data
can be interpreted and provide effective results. In this Qualitative methods is used in which the
questionnaire procedure is used to determine the reviews of 10 employees working in marketing
department of Burberry.
Theme 1: Age of employee
Particulars Respondents % of Respondents

Below 25 1 10.00%
25 – 35 2 20.00%
35 – 50 6 60.00%
Above 50 1 10.00%
Total 10 100.00%
Below 25 25 – 35 35 – 50 Above 50
0
0.1
0.2
0.3
0.4
0.5
0.6
10.00%
20.00%
60.00%
10.00%
% of Respondents
Interpretation: From the above graph it is interpreted that 60% of employees working in
marketing department attaining the age of 35 - 50. As they are more experiences and also
familiar with the company working techniques (Bell, Bryman and Harley, 2018). For the
marketing department new techniques are to be invented and also the project related to social
media are also important. As more aged person had vast knowledge regarding the strategies
through which they can enter into emerging global market.
Theme 2: According to you, the time duration employees engaged in Burberry company
performing the role in marketing department
Particulars Respondents % of Respondents
Below 2 years 1 10.00%