Social Media in Marketing - Assignment
Added on -2021-02-21
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Research Project
Table of ContentsTOPIC: “To analyse the effect of social media on marketing activities and how it helps indeveloping business tactics.”...........................................................................................................3TASK 1............................................................................................................................................31.1. Specification of the project...................................................................................................31.2. Factors for contribution of research project. ........................................................................31.3. Critical review.......................................................................................................................31.4. Purpose and Objectives.........................................................................................................4TASK 2............................................................................................................................................5TASK 3............................................................................................................................................7Research Methodology................................................................................................................7Data Analysis and Findings.........................................................................................................8TASK 4..........................................................................................................................................15Conclusions and Recommendation............................................................................................15REFERENCES................................................................................................................................1APPENDIX......................................................................................................................................2Questionnaire...............................................................................................................................2
TOPIC: “To analyse the effect of social media on marketing activities andhow it helps in developing business tactics.”TASK 11.1. 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 helpsin gaining broad aspect on the particular research project. It is one of the current issue as it helpsin 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 mediaon marketing activities and also develop hypothesis for effective research outcomes. Thisresearch is carried out for academic interest in order to gain insight on the relationship betweensocial media and business tactics. Rationale: The main reason for carrying out this study is that it is a current issue because socialmedia influences the marketing activities of the company. This is the current issue becausemarketing activities have been changing from time to time. This research is carried out becauseof the academic interest and will light on this topic with the help of thematic analysis for gainingwider aspect on the particular subject matter. The factors to be includes in scope of research is that in respective of data analysismethods, thematic methods is used so that data is to be presented on the bases of theme. Thismethods is included in research and the factors which is excluded is in respective of raising openended question from participants. As this is most general topic thus, various judgement is raisedfrom single output. In this perspective close ended questions is raised so that there are morechances of getting accurate results. 1.3. Critical review.Kotler and et.al., (2015) sought to establish the fact that, social media is an effectivenetwork which helps in sharing information with the help of various online network. It helps inconveying various marketing information to various customers in order to attain desired goal andobjectives of the company. Effective social media marketing results in tremendous businessgrowth and development of business tactics for future growth and development. Social media hasa 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 technologyto attain better results and outcomes. It helps in catering large number of customers, increasingbrand awareness, better customer satisfaction, improved brand loyalty, cost effective, increasedinbound traffic and better brand authority. It also helps in better connectivity and results in highsustainable 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 avery time consuming process to develop application and reach specific target customers in amarket. There is a higher risk of negative publicity which may dilute the brand image of thecompany. Hudson and et.al., (2016) established the fact that, there is a positive relationship betweensocial media and development of business tactics. Social media helps in enabling businessexposures and gain market insights for long term growth and development of the business. Ithelps in strategic decision making and formulate plans which helps in better business tactics andgrowth. It is very useful in syndicating information and increase the visibility and brandrecognition of the business. Social media network helps in growing better relationship with thecustomers and also engage in real time interaction with the people. Social media helps businessin increased market sales for sustainable future growth. Social media platforms are useful instrengthening the brand image of the company. Social media helps in developing variousbusiness tactics by easily advertising products, events and programs. It is a very useful source toimprove the marketing activities of the business and attain greater heights. It is a very useful andcost efficient tool as it results in increasing market audience and market share of the companybetter than its competitors. On the contrary Rutter, Roper and Lettice (2016) sought to establishthe fact that, social media marketing also helps in improving the online functions of the companywith the help of innovative marketing techniques and customer satisfaction. Chaffey and Ellis-Chadwick (2019) said that, the major challenge faced by the companydue to social media is that it is a very time-consuming process. Making authentic connectionwith the customers and coming up with the good quality content is a challenging task for thebusiness. Competitors using better and innovative technology adversely hamper the performanceof the company. Building followers and attracting customers across the globe is a majorchallenge 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 avery crucial and challenging task for the organization. Synchronizing all the marketing activitiesof the company makes it difficult for the company to attain greater heights. There is a higher riskof negative publicity as it adversely hampers the functioning of the company in a systematic andefficient manner. Laudon and Traver (2016) argued that, development of social media strategyand creating organic reach is a major challenge for the business. Maintaining a humanisticrelationship with the customers is also a major challenge in order to maintain loyal relationship. 1.4. Purpose and Objectives.Research objectivesTo 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 QuestionsWhat 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 theinquiry and gathering information in research. This is helpful in providing various aspectswhich provides benefits to companies in respect of taking effective decision. In researchquestion various aspects are to be determined which is useful for companies in respect foplanning and controlling business activities. Research MethodologyResearch 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 usequalitative research method which will help the researcher in providing depth and details foranalysing the effects of social media on different marketing activities. There are majorly twotypes of research philosophy which includes interpretivism and positivism, researcher will useinterpretivism 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 thisresearch is descriptive design which helps in giving a better and deeper understanding of aphenomenon that is based on an in-depth study. In the present research, researcher will use boththe types of data collection methods which includes primary and secondary methods of datacollection. Primary method will help the researcher in gathering data directly through thesamples, whereas secondary data will help the researcher in gathering information from predetermined sources. Further, in this research, researcher will use random sampling method forthe purpose of collecting samples, random sampling method will help the researcher in choosingsamples randomly which leads in preventing bias from choosing the samples. Lastly, in thisresearch, researcher will use thematic method of data analysis for analysing the data. Thismethod will help the researcher in providing vast amount of flexibility and interpretation ofthemes 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 numberof customers. The outcome of this research is that digital marketing plays an effective role andalso company stability and integrity depends upon its marketing techniques. Thus, businesstactics play a crucial role to support business planning activities and helps company to achievetargets within the stipulate time. TASK 2Task ModeTask NameDurationStartFinishPredecessorsAutoScheduledInitiation12 daysTue 03-09-19Wed 18-09-19AutoScheduled Selecting the topic 1 dayTue 03-09-19Tue 03-09-19AutoScheduled Preparing aim and objectives 3 daysWed 04-09-19Fri 06-09-192AutoScheduled Critical reviews of the topic 8 daysMon 09-09-19Wed 18-09-192,3AutoScheduledPlanning 22 daysThu 19-09-19Fri 18-10-19Auto Using Research methods 3 daysThu 19-Mon 23-3,4
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