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Impact of Social Media in Globalisation - Case of Hennes & Mauritz

   

Added on  2020-10-05

38 Pages8338 Words47 Views
Research Proposal

Table of ContentsTOPIC – An assessment of the impact of social media in improving globalisation. A case onHennes & Mauritz AB.....................................................................................................................11. Introduction..................................................................................................................................1Background of the research....................................................................................................1Research Aim.........................................................................................................................1Research Objectives...............................................................................................................2Research Questions................................................................................................................2Rationale of the research........................................................................................................22. Literature Review.........................................................................................................................2Concept of social media.........................................................................................................2Ways of social media that helps H&M in globalising itself...................................................3Barriers of social media that impacts upon reputation of H&M............................................33. Methodology................................................................................................................................4Type of Investigation..............................................................................................................4Research Philosophy..............................................................................................................4Research Approaches.............................................................................................................4Research Design.....................................................................................................................5Data Sampling........................................................................................................................5Ethical considerations.............................................................................................................54. Timeline of research activities.....................................................................................................6REFERENCES................................................................................................................................9ABSTRACT...................................................................................................................................11TOPIC:.............................................................................................................................................1RESEARCH METHODOLOGY....................................................................................................1RESULTS/ FINDINGS..................................................................................................................3

Frequency table......................................................................................................................5DISCUSSION................................................................................................................................15On the basis of primary information....................................................................................15On the basis of secondary information.................................................................................18CONCLUSION..............................................................................................................................19RECOMMENDATIONS...............................................................................................................19REFLECTION...............................................................................................................................20Alternative methods..............................................................................................................21REFERENCES..............................................................................................................................22

TOPIC – An assessment of the impact of social media in improvingglobalisation. A case on Hennes & Mauritz AB.1. IntroductionIn modern era, every single business organisation is looking forward to expand theirbusiness operations. Here, globalisation has helped them to do so where it is referred as a processthat help a company to develop its influence at international level. Basically, social media hasbeen considered as one of a crucial elements which is helping companies that are working atnational level to perform globally (Deery and Jago, 2015). Therefore, it could effectively betaken as a crucial subject that is required to be studied for better understand of the influence ofsocial media upon companies. Some of business organisations like Topshop, H&M and Zara haslargest number of followers in all over the world in different social media sites. It is being foundthat, H&M basically consist with largest audience all around the globe at online platforms(socialmedia) with 42.5m followers, Zara has occupied second position with more than 30% fromoverall sample. H&M is active on social media with 8.52m engagement- likes, retweets,comments - over a 30-day period and is one of the most talked about fast fashion brand with88,300 mentions. This all has helped H&M in enhancing the recognition among people in allover the globe.Background of the researchH&M was found in the year of a 1947 by Erling Persson, and since than it has becameone of a famous Swedish multinational clothing-retail company. Organisation basically offerscustomers with fast-fashion clothing to customers depending on their age and lifestyle as well.Along with this, H&M is dealing in more than 62 nations and has approximately 4,500 storeswhich has give employment to 132,000 people across nations. Along with this, it can be said thatH&M has faced a range of issues regarding some of the ads, that were linked with social media(Green Washing act) (Kang, Gatling and Kim, 2015). This impacted negatively upon there ownrecognition among targeted customers. Therefore, it can easily be said that, social media directlyaffected globalising strategy of H&M.Research AimPresent research's aim is “To analyse the impact of social media in improvingglobalisation.” A case on Hennes & Mauritz AB.1

Research ObjectivesTo understand the concept of social mediaTo identify the ways, how social media helps H&M in globalising itself.To evaluate barriers of social media that impacts upon reputation of H&M.Research QuestionsUnderstanding the concept of social media ?What are the ways of social media that helps H&M in globalising itself ?Identify the barriers of social media that impacts upon reputation of H&M ?Rationale of the researchSignificance behind choosing this topic is to analyse the benefits of social media whichhas helped business organisation that are looking forward to globalise themselves. On the otherhand, self interest of the investigator has led to choose this topic as social media has helpedbusiness organisations in expanding their business across the world (Kim, Im and Hwang, 2015).2. Literature ReviewConcept of social mediaOn the basis of thoughts given by Qiu (2015), social media is a kind of interactive mediathrough which individuals communicate to one another. This communication includes sharing ofcontent, images, videos and posts related to their personal life. Social media has numerous offorms such as blogs, you tube, forums, Facebook, Twitter, Instagram and many others. The mainconcept of initiation of this term is to share their lifestyle with friends and other people(the onewhom they admire). It can be said that at this platform usually people who have similar kind ofinterest likes to interact with one another. This shared information allows them to enhance theirknowledge on the life of other. In context of businesses social media is a modern day marketingtool which is used by companies to spread awareness about their products and serviceseffectively. It can be said that it is easier for business organisations to approach their targetedcustomers in bulk as it is the only cost effective medium through which executives of companycan interact with customers at regular basis. Along with this, it also helps company inunderstanding actual expectation of customers from the company. This can easily be done bytaking feedback from customers in the form of comment section.2

Ways of social media that helps H&M in globalising itselfAccording to the perception of author named as Lu, (2016), it has been analysed thatsocial media is considered as the effective tool which helps companies in improving theirbusiness performance. With the passing time, it has been analysed that social media helpful toolfor the companies who are planning to spread their business at international scale. In context ofH&M, it can be said that there are numerous of ways in terms of benefits through which thecompany can easily expand its business in international market. Some common among them arestated as below:Posting information about company at regular basis: It is one of the common waysthrough which social media can easily help H&M in expanding its business at internationalmarket place. It can be said that posting information on company's social page aware it followersabout new expansion, strategies, locations and many other things. This will ultimately improveknowledge of followers about companies expansion. As a result, this social media way is helpfulfor H&M in expanding its business at international level.Social media campaign: Social media campaign is considered as the marketing activitywhich helps company in interacting with their customers at regular basis for the specific periodof time. It can be said that social media campaigns are initiated for one specific purpose that ishelpful for organisation in influencing interest of its customers. It include regular basis feedbackfrom views or online followers.Barriers of social media that impacts upon reputation of H&MAs per the views presented by Fowler, d., (2016), it has been analysed that even thoughthe social media tool has numerous of benefits but at the same time it has numerous of barrierswhich impacts upon reputation of large scale companies like H&M. In context of H&M, it can besaid that there are some core barriers of social media which are affecting reputation of therenown company. These barriers are stated as below: Lack of control on what is happening: It has been analysed that companies are nothaving any kind of control at social media. This is because, social media is open platform whereany one can make their profile. This openness becomes challenge for the H&M as the companydoes not even know when its rival companies are posting wrong comments their profile. Itultimately affects reputation of the company as other customers of this company might take thosewrong comments serious and could loose their interest from H&M. 3

Lack of knowledge: This barrier of social media for H&M states that lack of knowledgeof about followers might become riskier for company as they are not able to specify that who aretheir positive and true followers and who are not. It can be said that this inefficiency ofknowledge about social follower might influence their mind on influencing wrong people. Alongwith this, there are probable chances that posts which are posted on the profile of H&M sitewhich affect mindset of followers. This is because viewer might interpret posted content inwrong or negative manner. As a result, this will affect reputation of the company in negativemanner. 3. MethodologyType of InvestigationThe types of investigation is been classified into qualitative and quantitative datacollection tools. In qualitative research fresh facts is been collected in form of theoreticalquestionnaires which are related through likert scale, where as in quantitative research the dataare gathered in form of numerical questionnaires, with use of ordinal scale. For gatheringinformation about impact of social media in improving operations at global level investigatorwill use effective data collection technique in form of qualitative tool, to conduct in depthsurvey. For finding optimal solutions on specific issues that will help in making accuratedecisions. Research PhilosophyResearcher philosophy is one of the most important outcome of observations that arecollected as information, also required for effective decision process. It is referred as creating asense of impactful research, where true information have been used for operating work atscheduled timespan. The most important type of research philosophies are interpretivism andpositivism principles. While carrying out research, an analyst will adopt interpretivism principlefor finding appropriate solutions to problem through qualitative methods, researcher can analysescollected information at different parameter through which effective information can be collectedabout social media (Lu and Gursoy, 2016).Research ApproachesResearch approach is necessary component of research methodologies. It consist ofappropriate plans and procedures which consist of all steps of wider assumption with detailed4

information of data collection method, analysing and interpretation. The two approaches aredeductive and inductive. Deductive approach will be used for developing new theories thatsupports assumption, where as inductive approach is based on conducting in-depth analysis ofcorrected data that are been gathered about impact of social media in improving operations atinternational level. For completion of research a researcher is adopting inductive research as it isdepends on qualitative measure with accurate and reliable information. Research DesignResearch design is defined as structured layout of method and tools, that are beeneffectively used by analyst while combining various sources for collecting fresh data. A researchdesign is been classified as descriptive, experimental and exploratory methods. The presentsurvey will use descriptive research design to gather information over impact of social media onbusinesses working at international grounds, as assumptions is been made on collectedinformation which are related with specific problems for finding solutions. (Lu and et. al., 2016).Data collectionThe analyst gathers informations from different sources while conducting any type ofresearch. The data collection techniques is systematic approach for analysing collected data. Byusing best collection techniques will helps in providing accurate result on impact of social mediain improving operations at global level. When conducting present investigation, researcher's willuse primary source for collecting fresh informations, as well as secondary sources for gatheringdata from news paper, journals and magazines that could be effectively utilised in drawingconclusions . Data SamplingSampling is a technique used for selecting a sample frame from large number ofpopulation. This tool is used in assessing statistical informations, which have been selected andformulated for estimating various operation and observation that are taken from large population.The most important data sampling are probability and non probability method. In probabilitymethod, where researcher will select 30 respondent. The respondents that have been selected arecustomer of an organisations because they are using social media techniques for performingoperations at international level. 5

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