Role of social media marketing in the increase in sales performance of the company
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AI Summary
This research project aims to analyze the role of social media marketing in increasing the sales performance of the company. The study focuses on Marks and Spencer, a large fashion retailer, and examines the importance and impact of social media marketing on their business operations. The research methodology includes quantitative research methods and the use of primary and secondary sources. The findings of the research will be used to draw conclusions and make recommendations.
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Executive Summary
The present project initiates to determine the potential role of social media marketing in
increasing the sales performance of the business, therefore, it is a wide area of academic writing
which has its major significance in exploring idea about the area of social media marketing.
Therefore, social media marketing is recognised as the imperative aspect of today’s business and
plays effective role in progression operations of the business via generating awareness about the
business and its operations within the commercial centre. In this existing evaluation the study has
been executed over the analysis of Marks and Spencer, thus it is a large fashion retailer firm
which has its major concern over increasing business performance via developing the sales and
revenue of the business. However, the business is using social media marketing as they strategic
tool for enhancing operations via generating awareness among customers, enhancing brand
reputation, easy access to market, targeting customers and so on, thus aim and objectives are
developed to guide the whole dissertation in right manner to drawn valid and reliable outcome.
In addition to this, quantitative research method has been applied to execute detailed evaluation
via the support of actual facts and figures. Furthermore, deductive approach and positivism
philosophy is being considered by the investigator to guide the investigation in right manner with
the assistance to implementing effective theories and hypothesis. In addition to this, primary and
secondary both the tools are applied by the researcher to gather valuable information, Thus,
primary research is being supportive in gathering first hand information via the help of
developing questionnaire and secondary sources like books, journals, publish articles are
imperative in developing literature to determine the issue in suitable manner. Along with,
conclusion and recommendation are drawn over the findings of the research.
The present project initiates to determine the potential role of social media marketing in
increasing the sales performance of the business, therefore, it is a wide area of academic writing
which has its major significance in exploring idea about the area of social media marketing.
Therefore, social media marketing is recognised as the imperative aspect of today’s business and
plays effective role in progression operations of the business via generating awareness about the
business and its operations within the commercial centre. In this existing evaluation the study has
been executed over the analysis of Marks and Spencer, thus it is a large fashion retailer firm
which has its major concern over increasing business performance via developing the sales and
revenue of the business. However, the business is using social media marketing as they strategic
tool for enhancing operations via generating awareness among customers, enhancing brand
reputation, easy access to market, targeting customers and so on, thus aim and objectives are
developed to guide the whole dissertation in right manner to drawn valid and reliable outcome.
In addition to this, quantitative research method has been applied to execute detailed evaluation
via the support of actual facts and figures. Furthermore, deductive approach and positivism
philosophy is being considered by the investigator to guide the investigation in right manner with
the assistance to implementing effective theories and hypothesis. In addition to this, primary and
secondary both the tools are applied by the researcher to gather valuable information, Thus,
primary research is being supportive in gathering first hand information via the help of
developing questionnaire and secondary sources like books, journals, publish articles are
imperative in developing literature to determine the issue in suitable manner. Along with,
conclusion and recommendation are drawn over the findings of the research.
Contents
Executive Summary.........................................................................................................................2
Title..................................................................................................................................................1
Chapter 1: Introduction....................................................................................................................1
Overview of research..............................................................................................................1
Background of the research....................................................................................................2
Research Aim.........................................................................................................................2
Research Objectives...............................................................................................................2
Research Questions................................................................................................................2
Rationale of research..............................................................................................................3
Chapter 2: Literature Review...........................................................................................................3
Introduction of literature review.............................................................................................3
Theme 1: What is the notion of social media marketing at workplace?................................3
Theme 2: What are the importance of social media marketing for Marks and Spencer’s?....5
Theme 3: What is the impact of social media marketing in the increase in sales performance
of Marks and Spencer’s?........................................................................................................6
Conclusion of the literature review........................................................................................7
Chapter 3: Research Methodology...................................................................................................7
Chapter 4: Data Analysis and Interpretation..................................................................................13
Chapter 5: Conclusion and Recommendation................................................................................28
Conclusion............................................................................................................................28
Recommendation..................................................................................................................29
Chapter 6: Reflection.....................................................................................................................29
References......................................................................................................................................31
Executive Summary.........................................................................................................................2
Title..................................................................................................................................................1
Chapter 1: Introduction....................................................................................................................1
Overview of research..............................................................................................................1
Background of the research....................................................................................................2
Research Aim.........................................................................................................................2
Research Objectives...............................................................................................................2
Research Questions................................................................................................................2
Rationale of research..............................................................................................................3
Chapter 2: Literature Review...........................................................................................................3
Introduction of literature review.............................................................................................3
Theme 1: What is the notion of social media marketing at workplace?................................3
Theme 2: What are the importance of social media marketing for Marks and Spencer’s?....5
Theme 3: What is the impact of social media marketing in the increase in sales performance
of Marks and Spencer’s?........................................................................................................6
Conclusion of the literature review........................................................................................7
Chapter 3: Research Methodology...................................................................................................7
Chapter 4: Data Analysis and Interpretation..................................................................................13
Chapter 5: Conclusion and Recommendation................................................................................28
Conclusion............................................................................................................................28
Recommendation..................................................................................................................29
Chapter 6: Reflection.....................................................................................................................29
References......................................................................................................................................31
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Title
Role of social media marketing in the increase in sales performance of the company
Chapter 1: Introduction
Overview of research
Social media marketing is acknowledge as the appropriate mode of promotion through
which association can easily develops strong relations with the customers that would further
support the company in the form of making purchase from the same company at regular basis.
This directly increases sales performance of the same entity which generates huge revenues for
them. As a result, it can be said that usage of social media marketing is directly helpful for the
company in enhancing its sales performance as well as profitability. It has also been analysed
that there are several medium of social media marketing are being adopted by the business
associations in order to have good level of interaction with the customers’. Some of these
common platform of social media through which marketing head performs marketing activities
are Facebook, Instagram, Pinterest etc. here, it can be said adoption of these methods simply
supports every business in having better reach to the customers which simply maximises their
sales performance as well as profitability. In addition to this, it can be further said that the social
media marketing is also highly supportive for every form of businesses who wants to raise their
sales performance and have limited amount on the core promotions whose output are not at all
giving stiff competition to the rivalry. As a result, it can be said that if business association have
made use of social media marketing then they are easily able influence the interest of the
customers towards the highly distinctive products offered by them. This simply brings quick
boost to the company in terms of higher raise in their performance level. Here, the current
investigation have been conducted on Marks and Spencer, a large scale UK based business
organization which is operating its business at international level. It has been seen that the
respective company makes use of several forms of marketing method among them social media
marketing is becoming first preference of its marketing company now. The main reason behind
this is the higher returns in terms of increase in sales performance as well as profitability of the
company. In this regard, the present investigation has been carried out. With respect to the same
the management team have planned to carry out effective presentation on the same. For this,
1
Role of social media marketing in the increase in sales performance of the company
Chapter 1: Introduction
Overview of research
Social media marketing is acknowledge as the appropriate mode of promotion through
which association can easily develops strong relations with the customers that would further
support the company in the form of making purchase from the same company at regular basis.
This directly increases sales performance of the same entity which generates huge revenues for
them. As a result, it can be said that usage of social media marketing is directly helpful for the
company in enhancing its sales performance as well as profitability. It has also been analysed
that there are several medium of social media marketing are being adopted by the business
associations in order to have good level of interaction with the customers’. Some of these
common platform of social media through which marketing head performs marketing activities
are Facebook, Instagram, Pinterest etc. here, it can be said adoption of these methods simply
supports every business in having better reach to the customers which simply maximises their
sales performance as well as profitability. In addition to this, it can be further said that the social
media marketing is also highly supportive for every form of businesses who wants to raise their
sales performance and have limited amount on the core promotions whose output are not at all
giving stiff competition to the rivalry. As a result, it can be said that if business association have
made use of social media marketing then they are easily able influence the interest of the
customers towards the highly distinctive products offered by them. This simply brings quick
boost to the company in terms of higher raise in their performance level. Here, the current
investigation have been conducted on Marks and Spencer, a large scale UK based business
organization which is operating its business at international level. It has been seen that the
respective company makes use of several forms of marketing method among them social media
marketing is becoming first preference of its marketing company now. The main reason behind
this is the higher returns in terms of increase in sales performance as well as profitability of the
company. In this regard, the present investigation has been carried out. With respect to the same
the management team have planned to carry out effective presentation on the same. For this,
1
effective research aim objectives and questions have been developed. This would directly
contribute in drawing valid outcome on the research topic.
Background of the research
Marks and Spencer is the large scale fashion retail company of UK which is dealing at
international marketplace. The respective company was incorporated in the year 1884 by the
founder Michael Marks and Thomas Spencer. It is headquartered in London, England, UK.
Along with this, it can be further said that the Marks and Spencer is having its stores at 1463
locations. In order to maintain its brand name across the world, the respective company makes
use of several promotional methods that ultimately helps businesses in attracting maximum
number of customers towards them. This directly influences sales performance of the company
and also contributes in maximising their sales performance in rightful manner. Thus, with this
these customers makes simply makes decision of buying products and services. As a result, it
increases sales performance of the company in quicker manner. With reference to the same, the
respective investigator has developed several research aim, objectives and questions with which
they can further proceed to execute the research work in adequate manner with appropriate
guidance. These developed research aim, objectives and questions are specified as below:
Research Aim
“To analyse the role of social media marketing in the increase in sales performance of the
company” A study on Marks and Spencer’s.
Research Objectives
• To understand the notion of social media marketing at workplace.
• To evaluate the importance of social media marketing for Marks and Spencer’s.
• To analyzethe impact of social media marketing in the increase in sales performance
of Marks and Spencer’s.
Research Questions
• What is the notion of social media marketing at workplace?
• What are the importance of social media marketing for Marks and Spencer’s?
• What is the impact of social media marketing in the increase in sales performance of
Marks and Spencer’s?
2
contribute in drawing valid outcome on the research topic.
Background of the research
Marks and Spencer is the large scale fashion retail company of UK which is dealing at
international marketplace. The respective company was incorporated in the year 1884 by the
founder Michael Marks and Thomas Spencer. It is headquartered in London, England, UK.
Along with this, it can be further said that the Marks and Spencer is having its stores at 1463
locations. In order to maintain its brand name across the world, the respective company makes
use of several promotional methods that ultimately helps businesses in attracting maximum
number of customers towards them. This directly influences sales performance of the company
and also contributes in maximising their sales performance in rightful manner. Thus, with this
these customers makes simply makes decision of buying products and services. As a result, it
increases sales performance of the company in quicker manner. With reference to the same, the
respective investigator has developed several research aim, objectives and questions with which
they can further proceed to execute the research work in adequate manner with appropriate
guidance. These developed research aim, objectives and questions are specified as below:
Research Aim
“To analyse the role of social media marketing in the increase in sales performance of the
company” A study on Marks and Spencer’s.
Research Objectives
• To understand the notion of social media marketing at workplace.
• To evaluate the importance of social media marketing for Marks and Spencer’s.
• To analyzethe impact of social media marketing in the increase in sales performance
of Marks and Spencer’s.
Research Questions
• What is the notion of social media marketing at workplace?
• What are the importance of social media marketing for Marks and Spencer’s?
• What is the impact of social media marketing in the increase in sales performance of
Marks and Spencer’s?
2
Rationale of research
The main purpose of conducting this research is to find out core influence of social media
marketing over the business performance of the large scale company. This investigation would
definitely provide detailed knowledge to the rivalry about the benefits that could be attained by
the large scale company by simply acquiring social media marketing to it. This would simply
help company in enhancing their relations with the customers which ultimately enhances their
profitability in effective manner. Along with this, iut can be further said that by conducting this
investigation researcher can easily develops its range of skills such as communication, time
management, presentation, research skills, team working skills, problems solving and many
others. All of these skills would collaboratively helps investigator in conducting more effective
research in the near future.
Chapter 2: Literature Review
Introduction of literature review
Literature review is important process within an investigation because it helps in gathering
of secondary type of information from various sources such as articles, books, magazines,
publication research, journals and many other sources relevant to the topic. Main purpose and
motto of literature review is to find out research gaps in previous studies. In this study, main gap
of literature review is the role of social media marketing in the increase in sales performance of
the company. In previous study, there are data available regarding the role of social media
marketing but there is no information about the effectiveness of social media marketing for an
organisation in increment of its sales performance. This is a main gap of current study and in
order to overcome or reduce this gap, research questions of the study will be followed by
researcher (Agnihotri and et. al., 2016). This will help them in attaining of research aim and
objectives as well as overcoming the research gap systematically and effectively. Research
questions of the dissertation will be explained as below:
Theme 1: What is the notion of social media marketing at workplace?
According to the Baker (2019), the role of marketing is fundamental and important within
an organisation. This is the only aspect that helps an organisation to get success in market
through creation of distinctive image. There are many ways that can be used by organisations for
effective marketing like social media platforms, PR agency & marketing organisation, video
3
The main purpose of conducting this research is to find out core influence of social media
marketing over the business performance of the large scale company. This investigation would
definitely provide detailed knowledge to the rivalry about the benefits that could be attained by
the large scale company by simply acquiring social media marketing to it. This would simply
help company in enhancing their relations with the customers which ultimately enhances their
profitability in effective manner. Along with this, iut can be further said that by conducting this
investigation researcher can easily develops its range of skills such as communication, time
management, presentation, research skills, team working skills, problems solving and many
others. All of these skills would collaboratively helps investigator in conducting more effective
research in the near future.
Chapter 2: Literature Review
Introduction of literature review
Literature review is important process within an investigation because it helps in gathering
of secondary type of information from various sources such as articles, books, magazines,
publication research, journals and many other sources relevant to the topic. Main purpose and
motto of literature review is to find out research gaps in previous studies. In this study, main gap
of literature review is the role of social media marketing in the increase in sales performance of
the company. In previous study, there are data available regarding the role of social media
marketing but there is no information about the effectiveness of social media marketing for an
organisation in increment of its sales performance. This is a main gap of current study and in
order to overcome or reduce this gap, research questions of the study will be followed by
researcher (Agnihotri and et. al., 2016). This will help them in attaining of research aim and
objectives as well as overcoming the research gap systematically and effectively. Research
questions of the dissertation will be explained as below:
Theme 1: What is the notion of social media marketing at workplace?
According to the Baker (2019), the role of marketing is fundamental and important within
an organisation. This is the only aspect that helps an organisation to get success in market
through creation of distinctive image. There are many ways that can be used by organisations for
effective marketing like social media platforms, PR agency & marketing organisation, video
3
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streaming and other physical means i.e. newspaper & magazines. All the ways are different from
each other and have distinctive features. It is depending upon the requirement of an organisation
that which method they will adopt for marketing of their offerings. The difference in between all
marketing methods is present among many aspects such as fund requirement, level of reach, way
of operating and the market on which they have influence. In current period of time, the
marketing method which will be best for every kind of organisation irrespective to their size and
nature of business is social media marketing. This is one of the best and effective sources of
marketing. This falls under the category of digital tools that provides an opportunity to connect
with their segment of consumers through usage of different social media platforms. This is the
least expensive method of marketing as compared to other ways and methods. In this regard,
different platforms that can be used by organisations for marketing of their business offerings
include Facebook, Instagram, Pinterest etc. These platforms provide an opportunity to create
their separate page and start promoting or advertising their products. This also has advantage
where an organisation able to get the feedback about their products and services directly from the
consumers over their page. This is the most important information from the point of business
improvement. All the views will be further used by the management for an organisation in
development of more effective strategies along with bring changes in way of operating. This not
only helps in improving the quality of products but simultaneously aid in customer satisfaction
which is most important from the point of an organisation to gain sustainability in market. In
current period of time, high number of users is present in different social media platforms from
the different age groups at worldwide level.
As per the view presented by Alalwan and et. al (2017), the use of these as marketing
method not only helps in easy target to each group of consumers but also aid in improving the
reach at worldwide level. Here, they get the benefit them to connect with all different number of
consumers along with their attraction towards offering of an organisation from the global level.
There is huge role of these platforms in the expansion of business activities in new markets
through bringing collaboration with the local producers or building up of own consumer base.
This clearly depicts that out of all methods social media marketing is best to get the positive
results in least amount of expenditure over marketing.
4
each other and have distinctive features. It is depending upon the requirement of an organisation
that which method they will adopt for marketing of their offerings. The difference in between all
marketing methods is present among many aspects such as fund requirement, level of reach, way
of operating and the market on which they have influence. In current period of time, the
marketing method which will be best for every kind of organisation irrespective to their size and
nature of business is social media marketing. This is one of the best and effective sources of
marketing. This falls under the category of digital tools that provides an opportunity to connect
with their segment of consumers through usage of different social media platforms. This is the
least expensive method of marketing as compared to other ways and methods. In this regard,
different platforms that can be used by organisations for marketing of their business offerings
include Facebook, Instagram, Pinterest etc. These platforms provide an opportunity to create
their separate page and start promoting or advertising their products. This also has advantage
where an organisation able to get the feedback about their products and services directly from the
consumers over their page. This is the most important information from the point of business
improvement. All the views will be further used by the management for an organisation in
development of more effective strategies along with bring changes in way of operating. This not
only helps in improving the quality of products but simultaneously aid in customer satisfaction
which is most important from the point of an organisation to gain sustainability in market. In
current period of time, high number of users is present in different social media platforms from
the different age groups at worldwide level.
As per the view presented by Alalwan and et. al (2017), the use of these as marketing
method not only helps in easy target to each group of consumers but also aid in improving the
reach at worldwide level. Here, they get the benefit them to connect with all different number of
consumers along with their attraction towards offering of an organisation from the global level.
There is huge role of these platforms in the expansion of business activities in new markets
through bringing collaboration with the local producers or building up of own consumer base.
This clearly depicts that out of all methods social media marketing is best to get the positive
results in least amount of expenditure over marketing.
4
Theme 2: What are the importance of social media marketing for Marks and Spencer’s?
As per the view point of Newberry (2018), social media marketing is the way of promoting
business offerings over various social media platforms. There are many social media platforms
that will be used by organisations for promoting their products and services such as Facebook,
Instagram and Pinterest. There are large number of benefits are associated with the use of social
media platforms as marketing tool of an organisation. All these are defined below in respect to
the Marks and Spencer;
Decreases the amount of marketing expenditure: M&S is large organisation and having
the business operations at global level. The amount of competition is also high in retail sector.
There is huge requirement for an organisation to use such aspects and methods that will be
competent to provide competent edge in market. In this direction, adoption and usage of social
media platforms as marketing tool help an organisation to promote the offerings at improved
level in expense of least amount of cost (Bocconcelli, Cioppi and Pagano, 2017). The process
using same is very easy where they only have to create page for advertisement of current offers
and products. This clearly depicts that the overall investment is very less behind the setting of
this as marketing option. Here, an organisation needed only the persons who are able to handle
the operations of social media platforms along with generating post of an organisation. The
further benefit of same will be ascertained in the form of decreasing cost of final product and
attraction of new potential consumers. This provides the profit margin of an organisation along
the level of profitability at worldwide level.
High level of reach towards different consumer segments of market: Social media
platforms are highly used by the different number of people at worldwide level. All the age
group of people are using this platform for the purpose of entertainment and gaining information.
This creates the best option for an organisation like M&S who has global operations that easily
target their all consumers of different age group at worldwide level. This makes the work easier
for an organisation. They can easily share the information over the platforms from where the
same is accessible to the all the different users of platform. This is the best and effective way of
disseminating information to large number of people at single time. The benefit of high reach
further turns as competitive advantage for an organisation from where they will able to expand
their market share and customer base through attraction of new consumers prevail in different
segments (Cawsey and Rowley, 2016).
5
As per the view point of Newberry (2018), social media marketing is the way of promoting
business offerings over various social media platforms. There are many social media platforms
that will be used by organisations for promoting their products and services such as Facebook,
Instagram and Pinterest. There are large number of benefits are associated with the use of social
media platforms as marketing tool of an organisation. All these are defined below in respect to
the Marks and Spencer;
Decreases the amount of marketing expenditure: M&S is large organisation and having
the business operations at global level. The amount of competition is also high in retail sector.
There is huge requirement for an organisation to use such aspects and methods that will be
competent to provide competent edge in market. In this direction, adoption and usage of social
media platforms as marketing tool help an organisation to promote the offerings at improved
level in expense of least amount of cost (Bocconcelli, Cioppi and Pagano, 2017). The process
using same is very easy where they only have to create page for advertisement of current offers
and products. This clearly depicts that the overall investment is very less behind the setting of
this as marketing option. Here, an organisation needed only the persons who are able to handle
the operations of social media platforms along with generating post of an organisation. The
further benefit of same will be ascertained in the form of decreasing cost of final product and
attraction of new potential consumers. This provides the profit margin of an organisation along
the level of profitability at worldwide level.
High level of reach towards different consumer segments of market: Social media
platforms are highly used by the different number of people at worldwide level. All the age
group of people are using this platform for the purpose of entertainment and gaining information.
This creates the best option for an organisation like M&S who has global operations that easily
target their all consumers of different age group at worldwide level. This makes the work easier
for an organisation. They can easily share the information over the platforms from where the
same is accessible to the all the different users of platform. This is the best and effective way of
disseminating information to large number of people at single time. The benefit of high reach
further turns as competitive advantage for an organisation from where they will able to expand
their market share and customer base through attraction of new consumers prevail in different
segments (Cawsey and Rowley, 2016).
5
Easy to use and implement within an organisation: The application of social media
platforms as marketing tool is easy. Here, organisations like M&S has to login the different
platforms and needed to create their separate page. Also, they need a team that can handle the
operations over pages along with posting of the promotional content on the behalf of an
organisation. This has another benefit that helps in improving the level of communication and
coordination from where they will able to grab the views and feedbacks. This further provides
the opportunity to make improvements within existing offerings and satisfy the demand of
consumers (Charoensukmongkol and Sasatanun, 2017).
Theme 3: What is the impact of social media marketing in the increase in sales performance of
Marks and Spencer’s?
According to the Baldwin (2014), social media marketing has the positive impact over the
sales performance of the all organisations including Marks and Spencer. There are many reasons
that result into the increase of sales. All these are defined below along with justification that how
aid in improvement of sales figure;
Enhanced level of communication and coordination: There is huge role of social
media marketing in development of the effective level of communication and coordination with
consumers (Elena, 2016). This possible because this provides the two-way communication from
where an organisation able to ascertain their views and feedbacks. The ultimate benefit of this
will be ascertained by an organisation in the form building high level of trust where consumer
always prefer to buy the product of particular organisation. The end impact of this must be
attained by an organisation like M&S in the form of high level of sales. The another reason that
sales increase through this that aid an organisation to satisfy the different demand of consumers
along with removing bugs that were present in existing offerings.
Market analysis: There is huge role of social media platforms in the effective analysis of
market along with marketing (Felix, Rauschnabel and Hinsch, 2017). This provides an
opportunity to an organisation like M&S that analyse the operations of other organisations along
with their offerings and provide better to consumers in market. In end this will help the
organisation to attract nee consumers along with improvement of sales through providence of
better offerings from other competitor organisations.
6
platforms as marketing tool is easy. Here, organisations like M&S has to login the different
platforms and needed to create their separate page. Also, they need a team that can handle the
operations over pages along with posting of the promotional content on the behalf of an
organisation. This has another benefit that helps in improving the level of communication and
coordination from where they will able to grab the views and feedbacks. This further provides
the opportunity to make improvements within existing offerings and satisfy the demand of
consumers (Charoensukmongkol and Sasatanun, 2017).
Theme 3: What is the impact of social media marketing in the increase in sales performance of
Marks and Spencer’s?
According to the Baldwin (2014), social media marketing has the positive impact over the
sales performance of the all organisations including Marks and Spencer. There are many reasons
that result into the increase of sales. All these are defined below along with justification that how
aid in improvement of sales figure;
Enhanced level of communication and coordination: There is huge role of social
media marketing in development of the effective level of communication and coordination with
consumers (Elena, 2016). This possible because this provides the two-way communication from
where an organisation able to ascertain their views and feedbacks. The ultimate benefit of this
will be ascertained by an organisation in the form building high level of trust where consumer
always prefer to buy the product of particular organisation. The end impact of this must be
attained by an organisation like M&S in the form of high level of sales. The another reason that
sales increase through this that aid an organisation to satisfy the different demand of consumers
along with removing bugs that were present in existing offerings.
Market analysis: There is huge role of social media platforms in the effective analysis of
market along with marketing (Felix, Rauschnabel and Hinsch, 2017). This provides an
opportunity to an organisation like M&S that analyse the operations of other organisations along
with their offerings and provide better to consumers in market. In end this will help the
organisation to attract nee consumers along with improvement of sales through providence of
better offerings from other competitor organisations.
6
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Conclusion of the literature review
From the above mentioned secondary information, it has been concluded that social media
marketing helped an organisation in promoting of its products or services that results in higher
customer satisfaction, improved brand image, increased sales performance, improved
productivity etc. Along with this, through social media marketing, company can easily
accomplish competitive benefits and sustain their long term position within retail industry.
Therefore, social media marketing is a best part for the success and growth of company at
marketplace.
Chapter 3: Research Methodology
Research methodology introduces to the significant part of the dissertation because it
facilitate researcher in gathering and analysing of data about the particular subject area. Main
purpose of research methodology is to assist investigator in collection as well as analisation of
reliable data about the study. This section of research project includes number of methods such
as research philosophy, research approach, research choice, research strategy, data collection
sources etc. All these methods will be used within a current study for gathering and interpreting
data regarding the role of social media marketing in the increase in sales performance of the
company (Guesalaga, 2016). All these methods will be explained as below apart from their
justification for selecting in this study. These are:
Research Philosophy: This introduces to the set of philosophy that will be useful within an
investigation for collecting, analysing and interpreting of quantitative or qualitative data. There
are three main types of research philosophies which are ontology, axiology and epistemology.
Ontology philosophy is used for describing the nature of reality, whereas epistemology is used
for collecting and analysing qualitative and quantitative data (Hsu and Lawrence, 2016). At last
axiology is another type that will be essential for researcher in learning of how valuables and
opinions effect the collection and analysis of study. All these philosophies are important but for
doing current study over the impact of social media marketing, epistemology philosophy has be
applied because it helps in gaining of valid outcomes.
Justification: Epistemology philosophy also has two philosophies which are known as
interpretivisim and positivism. Within a dissertation, positivism philosophy has been
applied because it is essential and useful in gathering as well as analysing of data in form
7
From the above mentioned secondary information, it has been concluded that social media
marketing helped an organisation in promoting of its products or services that results in higher
customer satisfaction, improved brand image, increased sales performance, improved
productivity etc. Along with this, through social media marketing, company can easily
accomplish competitive benefits and sustain their long term position within retail industry.
Therefore, social media marketing is a best part for the success and growth of company at
marketplace.
Chapter 3: Research Methodology
Research methodology introduces to the significant part of the dissertation because it
facilitate researcher in gathering and analysing of data about the particular subject area. Main
purpose of research methodology is to assist investigator in collection as well as analisation of
reliable data about the study. This section of research project includes number of methods such
as research philosophy, research approach, research choice, research strategy, data collection
sources etc. All these methods will be used within a current study for gathering and interpreting
data regarding the role of social media marketing in the increase in sales performance of the
company (Guesalaga, 2016). All these methods will be explained as below apart from their
justification for selecting in this study. These are:
Research Philosophy: This introduces to the set of philosophy that will be useful within an
investigation for collecting, analysing and interpreting of quantitative or qualitative data. There
are three main types of research philosophies which are ontology, axiology and epistemology.
Ontology philosophy is used for describing the nature of reality, whereas epistemology is used
for collecting and analysing qualitative and quantitative data (Hsu and Lawrence, 2016). At last
axiology is another type that will be essential for researcher in learning of how valuables and
opinions effect the collection and analysis of study. All these philosophies are important but for
doing current study over the impact of social media marketing, epistemology philosophy has be
applied because it helps in gaining of valid outcomes.
Justification: Epistemology philosophy also has two philosophies which are known as
interpretivisim and positivism. Within a dissertation, positivism philosophy has been
applied because it is essential and useful in gathering as well as analysing of data in form
7
of quantitative and in minim time period (Itani, Agnihotri and Dingus, 2017). On the
other side, interpretivisim philosophy is not appropriate for doing current study because it
is based on qualitative research that results in maximum time and requirement of
additional resources.
Research approach: This refers to the fundamental process that is essential for researcher in
analysing of data in form of qualitative or quantitative. There are two main types of research
approach which are deductive and inductive. These approaches are useful in analysing of data
about the specific area of study. Current study is based on quantitative research and for analysing
quantitative data; deductive approach has been used (Järvinen and Taiminen, 2016).
Justification: As compare to inductive approach of research, deductive approach is more
valuable and appropriate for existing topic because it facilitate in analysing of
quantitative data in less time period (Kim and Park, 2017).
Research strategy: This is an effective process of data collection that will helps investigator
in carrying out of study systematically. There are number of research strategies which are
experimental, survey, case study, action research, systematic literature review etc. These are
known as research strategies that are effective in collecting of data about the subject area (Kim,
Li and Brymer, 2016). For collecting data regarding the social media marketing and its impact
over sales of company, questionnaire as a part of survey and systematic literature review will be
applied.
Justification: Questionnaire has been used by researcher as a type of survey. This is an
effective method of primary data collection that used for gathering reliable and valid
information about the existing topic (Momany and Alshboul, 2016). On the other hand,
systematic literature review was also applied within an investigation for collecting
secondary data. Therefore, for performing this investigation, both strategies are useful in
collecting of primary and secondary data.
Research choices: There are basically three choice of research which is mixed method,
multi-method and mono method. Mixed method is used for collecting both qualitative and
quantitative data, whereas mono method is used for gathering only qualitative or quantitative
information. At last multi-method is similar to the mixed method (Musa and et. al., 2016). All
these are effective choice but for performing current study over social media marketing mono
method will be taken into current study.
8
other side, interpretivisim philosophy is not appropriate for doing current study because it
is based on qualitative research that results in maximum time and requirement of
additional resources.
Research approach: This refers to the fundamental process that is essential for researcher in
analysing of data in form of qualitative or quantitative. There are two main types of research
approach which are deductive and inductive. These approaches are useful in analysing of data
about the specific area of study. Current study is based on quantitative research and for analysing
quantitative data; deductive approach has been used (Järvinen and Taiminen, 2016).
Justification: As compare to inductive approach of research, deductive approach is more
valuable and appropriate for existing topic because it facilitate in analysing of
quantitative data in less time period (Kim and Park, 2017).
Research strategy: This is an effective process of data collection that will helps investigator
in carrying out of study systematically. There are number of research strategies which are
experimental, survey, case study, action research, systematic literature review etc. These are
known as research strategies that are effective in collecting of data about the subject area (Kim,
Li and Brymer, 2016). For collecting data regarding the social media marketing and its impact
over sales of company, questionnaire as a part of survey and systematic literature review will be
applied.
Justification: Questionnaire has been used by researcher as a type of survey. This is an
effective method of primary data collection that used for gathering reliable and valid
information about the existing topic (Momany and Alshboul, 2016). On the other hand,
systematic literature review was also applied within an investigation for collecting
secondary data. Therefore, for performing this investigation, both strategies are useful in
collecting of primary and secondary data.
Research choices: There are basically three choice of research which is mixed method,
multi-method and mono method. Mixed method is used for collecting both qualitative and
quantitative data, whereas mono method is used for gathering only qualitative or quantitative
information. At last multi-method is similar to the mixed method (Musa and et. al., 2016). All
these are effective choice but for performing current study over social media marketing mono
method will be taken into current study.
8
Justification: Mono method will be useful for investigator because it facilitate in
collecting of only one type of information that results in no misunderstanding or
confusion during completion of full dissertation. Along with this, quantitative method
under mono choice will be chosen for current investigation because it support researcher
to collect numerical data, present graphs and interpret reliable information within
minimum time duration (Nunan and et. al., 2018).
Time horizon: This refers to the effective approach that will be used for analysing the time
period of research completion. There are two main types of time horizon which are cross
sectional and longitudinal. Both are effective but for carrying out current investigation, cross-
section approach of time horizon will be taken or used within an investigation (Ramanathan,
Subramanian and Parrott, 2017).
Justification: Main purpose for using cross-sectional approach as it is based on real
situation and also helps investigator in completion of full dissertation within limited time
duration (Roberts Piller and Lüttgens, 2016). For this approach, Gantt chart will be
followed with the purpose of presenting each and every activity of dissertation apart their
starting and ending time. Gantt chart according to the current dissertation has been shown
as below:
9
collecting of only one type of information that results in no misunderstanding or
confusion during completion of full dissertation. Along with this, quantitative method
under mono choice will be chosen for current investigation because it support researcher
to collect numerical data, present graphs and interpret reliable information within
minimum time duration (Nunan and et. al., 2018).
Time horizon: This refers to the effective approach that will be used for analysing the time
period of research completion. There are two main types of time horizon which are cross
sectional and longitudinal. Both are effective but for carrying out current investigation, cross-
section approach of time horizon will be taken or used within an investigation (Ramanathan,
Subramanian and Parrott, 2017).
Justification: Main purpose for using cross-sectional approach as it is based on real
situation and also helps investigator in completion of full dissertation within limited time
duration (Roberts Piller and Lüttgens, 2016). For this approach, Gantt chart will be
followed with the purpose of presenting each and every activity of dissertation apart their
starting and ending time. Gantt chart according to the current dissertation has been shown
as below:
9
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10
Data collection and analysis: Data collection and data analysis are identifying as an
effective process that will be used within a study for gathering and evaluating of data.
Data collection: There are two sources of data collection are known primary and secondary.
Within a current study, both sources are applied by investigator. For primary source,
questionnaire is suitable that will be used because it assists in collecting of reliable information
from large number of sample size (Rodriguez, Ajjan and Peterson, 2016). For secondary data
collection, books, articles, magazines, publication research etc. sources have been applied by
11
effective process that will be used within a study for gathering and evaluating of data.
Data collection: There are two sources of data collection are known primary and secondary.
Within a current study, both sources are applied by investigator. For primary source,
questionnaire is suitable that will be used because it assists in collecting of reliable information
from large number of sample size (Rodriguez, Ajjan and Peterson, 2016). For secondary data
collection, books, articles, magazines, publication research etc. sources have been applied by
11
investigator for literature review section. Therefore, for collecting primary and secondary data
regarding the social media marketing, these sources are useful and valuable.
Data analysis: There are two types of data which are qualitative and quantitative. Within
an investigation quantitative data will be collected from questionnaire. Along with this, in
order to analysis quantitative data, frequency distribution analysis will be applied as an
analytical technique. In this tool, researcher will make distribution table and present data
by making graphs in Ms-Excel. Therefore, frequency distribution analysis is useful tool
for analysing quantitative information regarding the social media marketing in less period
of time (Salo, 2017).
Research Sampling: Sampling within a research introduces to the process that will be
followed by investigator for selecting respondents or sample out of total population. There are
two strategies of sampling i.e. probability and non-probability. Both are essential in selection of
sample size for any kind of research (Tajvidi and Karami, 2017). For selecting sample size for
present research, probability sampling will be making use.
Justification: Main reason behind choosing probability sampling as it facilitate
researcher in selection or choosing of large sample size randomly. By using random
sampling as a main type of probability sampling 50 employees of M&S will be recruited
(Wang and Kim, 2017). On the other hand, non-probability sampling is not used within a
research project because it takes maximum time and also not present large number of
sample size for the study.
Research instruments and techniques: There are different options for researcher in
collection of data from number of instruments. Interview, observation, questionnaire, focus
group, modelling etc. are main techniques or instruments of data collection. In order to gather
data about the impact of social media marketing on business sales, questionnaire will be make
use within an investigation (Wu, 2016).
Justification: Main reason about the selection of questionnaire as a research instrument is
it helps researcher to collect reliable, quantitative, valid and primary data about the
present study (Nunan and et. al, 2018). Another reason is it not requires more time and
also support in concluding of valid outcomes of the research.
Research ethics: This is useful and important part within a dissertation because it facilitate in
completing of all activities of study in ethical manner. There are some values and principles of
12
regarding the social media marketing, these sources are useful and valuable.
Data analysis: There are two types of data which are qualitative and quantitative. Within
an investigation quantitative data will be collected from questionnaire. Along with this, in
order to analysis quantitative data, frequency distribution analysis will be applied as an
analytical technique. In this tool, researcher will make distribution table and present data
by making graphs in Ms-Excel. Therefore, frequency distribution analysis is useful tool
for analysing quantitative information regarding the social media marketing in less period
of time (Salo, 2017).
Research Sampling: Sampling within a research introduces to the process that will be
followed by investigator for selecting respondents or sample out of total population. There are
two strategies of sampling i.e. probability and non-probability. Both are essential in selection of
sample size for any kind of research (Tajvidi and Karami, 2017). For selecting sample size for
present research, probability sampling will be making use.
Justification: Main reason behind choosing probability sampling as it facilitate
researcher in selection or choosing of large sample size randomly. By using random
sampling as a main type of probability sampling 50 employees of M&S will be recruited
(Wang and Kim, 2017). On the other hand, non-probability sampling is not used within a
research project because it takes maximum time and also not present large number of
sample size for the study.
Research instruments and techniques: There are different options for researcher in
collection of data from number of instruments. Interview, observation, questionnaire, focus
group, modelling etc. are main techniques or instruments of data collection. In order to gather
data about the impact of social media marketing on business sales, questionnaire will be make
use within an investigation (Wu, 2016).
Justification: Main reason about the selection of questionnaire as a research instrument is
it helps researcher to collect reliable, quantitative, valid and primary data about the
present study (Nunan and et. al, 2018). Another reason is it not requires more time and
also support in concluding of valid outcomes of the research.
Research ethics: This is useful and important part within a dissertation because it facilitate in
completing of all activities of study in ethical manner. There are some values and principles of
12
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research ethics that will be needed for researcher to follow within an investigation. These
principles are mainly related with protection of confidentiality and anonymity, reducing the risk
of harm, obtaining informed consent, avoiding use of deceptive practices and providing right to
withdraw to the research participants (Musa and et. al., 2016). All these are main principles that
must be following within an investigation by researcher because it facilitates them in completion
of full dissertation ethically as well as effectively.
Research reliability and validity: This introduces to the effective and essential part of
research methodology as it help in testing of validity and reliability of study. For this section of
methodology, questionnaire is more suitable because it support investigator in collecting and
analysing of data about the topic in reliable and valid manner. Therefore, this will support in
gaining of valid outcomes easily and accomplishment of research aim and objectives within
limited period of time and in effective manner (Momany and Alshboul, 2016).
Chapter 4: Data Analysis and Interpretation
Data analysis and interpretation is defined as the process of conveying meaning to the
accumulated data and determining the conclusions, significance and implications of the findings.
It is an imperative and exciting step in the process of investigation. This section of research is
effective in providing detailed analysis which helps in generating valuable results. In the context
of this present investigation based on analysing the role of social media marketing in increase
sales performance of the company, Thematic analysis is being considered as the key aspect
which helps in analysing the information in effective manner as in this themes are developed
over the questions which are covered in the questionnaire. In addition to this, frequency
distribution table has been implemented to execute analysis in appropriate manner, Therefore,
presentation of the analysis is being done via developing charts, graphs and diagrams.
Questionnaire
Name:
Age:
Gender:
Email:
Q1) Are you aware about the concept of social media marketing in the context of business?
a. Yes
13
principles are mainly related with protection of confidentiality and anonymity, reducing the risk
of harm, obtaining informed consent, avoiding use of deceptive practices and providing right to
withdraw to the research participants (Musa and et. al., 2016). All these are main principles that
must be following within an investigation by researcher because it facilitates them in completion
of full dissertation ethically as well as effectively.
Research reliability and validity: This introduces to the effective and essential part of
research methodology as it help in testing of validity and reliability of study. For this section of
methodology, questionnaire is more suitable because it support investigator in collecting and
analysing of data about the topic in reliable and valid manner. Therefore, this will support in
gaining of valid outcomes easily and accomplishment of research aim and objectives within
limited period of time and in effective manner (Momany and Alshboul, 2016).
Chapter 4: Data Analysis and Interpretation
Data analysis and interpretation is defined as the process of conveying meaning to the
accumulated data and determining the conclusions, significance and implications of the findings.
It is an imperative and exciting step in the process of investigation. This section of research is
effective in providing detailed analysis which helps in generating valuable results. In the context
of this present investigation based on analysing the role of social media marketing in increase
sales performance of the company, Thematic analysis is being considered as the key aspect
which helps in analysing the information in effective manner as in this themes are developed
over the questions which are covered in the questionnaire. In addition to this, frequency
distribution table has been implemented to execute analysis in appropriate manner, Therefore,
presentation of the analysis is being done via developing charts, graphs and diagrams.
Questionnaire
Name:
Age:
Gender:
Email:
Q1) Are you aware about the concept of social media marketing in the context of business?
a. Yes
13
b. No
Q2) As per your view, in today’s modern business era which approach of marketing is mainly
implemented by the businesses in fashion industry?
a. Traditional Marketing Approach
b. Modern marketing Approach
Q3) According to your view, social media marketing is the best way to increasing organisational
performance?
a. Yes
b. No
Q4) As per your recognition, what are the major tools of social media are mainly implemented
by the businesses to increase sales and revenue?
a. Facebook
b. Twitter
c. Instsgram
d. YouTube
Q5) According to your opinion, what are the reasons for that a business is seeking for
implementing social media marketing as their effective tool?
a. Build a Strong and Organic Presence
b. Developing inbound traffic
c. Improving search engine ranking
d. High market Competition?
Q6) From your perspective, what key roles are performed by social media marketing in
enhancing over all business performance of Marks and Spencer?
a. Increasing website traffic
b. Effective launch of products and facilities
c. Precise Targeting of Audience
d. Creating Brand Awareness and Brand Promotion
Q7) Do you agree with the statement that, it is required for Marks and Spencer to emerge social
media marketing for enhancing their sales performance within market place?
a. Agree
b. Disagree
14
Q2) As per your view, in today’s modern business era which approach of marketing is mainly
implemented by the businesses in fashion industry?
a. Traditional Marketing Approach
b. Modern marketing Approach
Q3) According to your view, social media marketing is the best way to increasing organisational
performance?
a. Yes
b. No
Q4) As per your recognition, what are the major tools of social media are mainly implemented
by the businesses to increase sales and revenue?
a. Facebook
b. Twitter
c. Instsgram
d. YouTube
Q5) According to your opinion, what are the reasons for that a business is seeking for
implementing social media marketing as their effective tool?
a. Build a Strong and Organic Presence
b. Developing inbound traffic
c. Improving search engine ranking
d. High market Competition?
Q6) From your perspective, what key roles are performed by social media marketing in
enhancing over all business performance of Marks and Spencer?
a. Increasing website traffic
b. Effective launch of products and facilities
c. Precise Targeting of Audience
d. Creating Brand Awareness and Brand Promotion
Q7) Do you agree with the statement that, it is required for Marks and Spencer to emerge social
media marketing for enhancing their sales performance within market place?
a. Agree
b. Disagree
14
c. Neutral
Q8) As per your view, what key benefits are attained by Marks and Spencer via the
implementation of social media marketing as their key strategy for business growth?
a. Increasing brand Reputation
b. Enhancing customers base
c. Improve sales and revenue
d. Effective access to market
Q9) According to you, which kind of impact does social media marketing has over increasing
sales performance of Marks and Spencer?
a. Positive
b. Negative
c. Neutral
Q10) As per your view, what provocations are mainly faced by businesses while using social
media marketing?
a. Development of social media marketing Strategy
b. Authentic Connection
c. Maintaining Originality
d. Time Management
Q11) As per your view, is it required for Marks and Spencer to make alteration in their existing
marketing strategy to increase business profitability?
a. Required
b. Not Required
Q12) According to your view, what measures are needs to be opt by Marks and Spencer to
improvise their sales performance via managing social media marketing?
a. Measuring Social media ROI
b. Creating high quality visuals
c. Analysing rivals Strategy
d. Creating a Cross-Channel Approach
Q13) Provide suggestions to Marks and Spencer to attain competitive advantage via improvising
business position within market.
15
Q8) As per your view, what key benefits are attained by Marks and Spencer via the
implementation of social media marketing as their key strategy for business growth?
a. Increasing brand Reputation
b. Enhancing customers base
c. Improve sales and revenue
d. Effective access to market
Q9) According to you, which kind of impact does social media marketing has over increasing
sales performance of Marks and Spencer?
a. Positive
b. Negative
c. Neutral
Q10) As per your view, what provocations are mainly faced by businesses while using social
media marketing?
a. Development of social media marketing Strategy
b. Authentic Connection
c. Maintaining Originality
d. Time Management
Q11) As per your view, is it required for Marks and Spencer to make alteration in their existing
marketing strategy to increase business profitability?
a. Required
b. Not Required
Q12) According to your view, what measures are needs to be opt by Marks and Spencer to
improvise their sales performance via managing social media marketing?
a. Measuring Social media ROI
b. Creating high quality visuals
c. Analysing rivals Strategy
d. Creating a Cross-Channel Approach
Q13) Provide suggestions to Marks and Spencer to attain competitive advantage via improvising
business position within market.
15
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Thematic Analysis
Theme 1) Individual in this present analysis are aware about the concept of social media
marketing in the context of business?
Q1) Are you aware about the concept of social media marketing in the context
of business?
Frequency
a. Yes 49
b. No 1
Interpretation:
In this present extended area of investigation the study has been based on analysing the
awareness of individual in regards to the concept of social media market in the context of the
therefore the study has been executed among 50 respondents who are being selected to gather
appropriate information regarding the specified area and out of that 49 people are aware about
the concept of social media marketing as per their view it turns to be the most important aspect
of business and plays an important role in the success of business via improvising their
operations and progressions in addition to this one respondent is not aware about the concept as
the person is not very much interested about the specific area.
16
Theme 1) Individual in this present analysis are aware about the concept of social media
marketing in the context of business?
Q1) Are you aware about the concept of social media marketing in the context
of business?
Frequency
a. Yes 49
b. No 1
Interpretation:
In this present extended area of investigation the study has been based on analysing the
awareness of individual in regards to the concept of social media market in the context of the
therefore the study has been executed among 50 respondents who are being selected to gather
appropriate information regarding the specified area and out of that 49 people are aware about
the concept of social media marketing as per their view it turns to be the most important aspect
of business and plays an important role in the success of business via improvising their
operations and progressions in addition to this one respondent is not aware about the concept as
the person is not very much interested about the specific area.
16
Theme 2) There are different approach of marketing that are mainly implemented by the
businesses in fashion industry.
Q2) As per your view, in today’s modern business era which approach of
marketing is mainly implemented by the businesses in fashion industry?
Frequency
a. Traditional Marketing Approach 5
b. Modern marketing Approach 45
Interpretation:
From considering the study over marketing of a business in terms of enhancing
organisational profitability the above-mentioned graph stated that there are different approaches
of marketing that are mainly implemented by the businesses within fashion industry like
traditional marketing approach and modern marketing approach therefore majority of
respondents are in favour of modern marketing approach as per their view it recognise to be the
well established approach to promote business operations with n wider market area and generate
higher profitability and revenue. However businesses nowadays our concern over implementing
modern marketing approach rather than traditional marketing approach.
17
businesses in fashion industry.
Q2) As per your view, in today’s modern business era which approach of
marketing is mainly implemented by the businesses in fashion industry?
Frequency
a. Traditional Marketing Approach 5
b. Modern marketing Approach 45
Interpretation:
From considering the study over marketing of a business in terms of enhancing
organisational profitability the above-mentioned graph stated that there are different approaches
of marketing that are mainly implemented by the businesses within fashion industry like
traditional marketing approach and modern marketing approach therefore majority of
respondents are in favour of modern marketing approach as per their view it recognise to be the
well established approach to promote business operations with n wider market area and generate
higher profitability and revenue. However businesses nowadays our concern over implementing
modern marketing approach rather than traditional marketing approach.
17
Theme 3) Social media marketing is the best way to increasing organisational performance.
Q3) According to your view, social media marketing is the best way to
increasing organisational performance?
Frequency
a. Yes 48
b. No 2
Interpretation
From the descriptive analysis of the survey report it has been analysed that the study has
been executed among 50 respondents about analysing the recognition about social media
marketing and its appropriateness in increasing organisational performance therefore 48 out of
50 people are in favour with the same as per their view social media marketing is recognised to
be the best way to increase organisational performance and remaining people are not in favour
with the same as per their view social media marketing is not that much effective in improvising
organisational performance.
18
Q3) According to your view, social media marketing is the best way to
increasing organisational performance?
Frequency
a. Yes 48
b. No 2
Interpretation
From the descriptive analysis of the survey report it has been analysed that the study has
been executed among 50 respondents about analysing the recognition about social media
marketing and its appropriateness in increasing organisational performance therefore 48 out of
50 people are in favour with the same as per their view social media marketing is recognised to
be the best way to increase organisational performance and remaining people are not in favour
with the same as per their view social media marketing is not that much effective in improvising
organisational performance.
18
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Theme 4) There are assorted major tools of social media are mainly implemented by the
businesses to increase sales and revenue.
Q4) As per your recognition, what are the major tools of social media are
mainly implemented by the businesses to increase sales and revenue?
Frequency
a. Facebook 15
b. Twitter 7
c. Instsgram 20
d. YouTube 8
Interpretation
In this present analysis the study has been executed over analysing the different tools of
social media that are effectively implemented by the businesses to increase sales and revenue
therefore 15 out of 50 people are go with the option of Facebook as per their view this is the
most effective approach of social media which is significantly being applied by the businesses in
there growth operations, 7 people are in favour of Twitter as per their view this is also a best way
to promote business with social media. 20 people are go with the option of Instagram this terms
to be the most effective tool as per the opinion addresses of majority of respondents and
remaining individual are go with YouTube.
19
businesses to increase sales and revenue.
Q4) As per your recognition, what are the major tools of social media are
mainly implemented by the businesses to increase sales and revenue?
Frequency
a. Facebook 15
b. Twitter 7
c. Instsgram 20
d. YouTube 8
Interpretation
In this present analysis the study has been executed over analysing the different tools of
social media that are effectively implemented by the businesses to increase sales and revenue
therefore 15 out of 50 people are go with the option of Facebook as per their view this is the
most effective approach of social media which is significantly being applied by the businesses in
there growth operations, 7 people are in favour of Twitter as per their view this is also a best way
to promote business with social media. 20 people are go with the option of Instagram this terms
to be the most effective tool as per the opinion addresses of majority of respondents and
remaining individual are go with YouTube.
19
Theme 5) There are different reasons for that a business is seeking for implementing social
media marketing as their effective tool.
Q5) According to your opinion, what are the reasons for that a business is
seeking for implementing social media marketing as their effective tool?
Frequency
a. Build a Strong and Organic Presence 12
b. Developing inbound traffic 13
c. Improving search engine ranking 15
d. High market Competition 10
Interpretation
As per the detailed evaluation of the project it has been interpreted that hair are different
reasons for that a business is seeking for implementing social media marketing as their effective
tool therefore 12 out of 50 people are go with build a strong and organic presence, 13 people are
in favour of developing inbound traffic, 15 responses are are select the area of improving search
engine ranking and the remaining individuals are go with hi market competition. However these
all are term to be the major reason for which businesses are concern over executing social media
marketing as their strategic tool to moving the business in the progressive direction to attain
growth.
20
media marketing as their effective tool.
Q5) According to your opinion, what are the reasons for that a business is
seeking for implementing social media marketing as their effective tool?
Frequency
a. Build a Strong and Organic Presence 12
b. Developing inbound traffic 13
c. Improving search engine ranking 15
d. High market Competition 10
Interpretation
As per the detailed evaluation of the project it has been interpreted that hair are different
reasons for that a business is seeking for implementing social media marketing as their effective
tool therefore 12 out of 50 people are go with build a strong and organic presence, 13 people are
in favour of developing inbound traffic, 15 responses are are select the area of improving search
engine ranking and the remaining individuals are go with hi market competition. However these
all are term to be the major reason for which businesses are concern over executing social media
marketing as their strategic tool to moving the business in the progressive direction to attain
growth.
20
Theme 6) There are assorted key roles that are performed by social media marketing in
enhancing over all business performance of Marks and Spencer.
Q6) From your perspective, what key roles are performed by social media
marketing in enhancing over all business performance of Marks and Spencer?
Frequency
a. Increasing website traffic 15
b. Effective launch of products and facilities 10
c. Precise Targeting of Audience 13
d. Creating Brand Awareness and Brand Promotion 12
Interpretation
The description of the above-mentioned graph represents that there are assorted key roles
that are mainly performed by social media marketing in enhancing overall business performance
of Marks and Spencer therefore 15 out of 50 respondents are in favour of increasing website
traffic another 10 responses are are go with the area of effective launch of products and facilities
therefore 13 people are go with precise targeting of audiences and remaining participants are in
favour of creating brand awareness and brand promotion. Therefore is a recognised to free the
important role that are mainly performed by social media marketing in the context of Marks and
Spencer.
21
enhancing over all business performance of Marks and Spencer.
Q6) From your perspective, what key roles are performed by social media
marketing in enhancing over all business performance of Marks and Spencer?
Frequency
a. Increasing website traffic 15
b. Effective launch of products and facilities 10
c. Precise Targeting of Audience 13
d. Creating Brand Awareness and Brand Promotion 12
Interpretation
The description of the above-mentioned graph represents that there are assorted key roles
that are mainly performed by social media marketing in enhancing overall business performance
of Marks and Spencer therefore 15 out of 50 respondents are in favour of increasing website
traffic another 10 responses are are go with the area of effective launch of products and facilities
therefore 13 people are go with precise targeting of audiences and remaining participants are in
favour of creating brand awareness and brand promotion. Therefore is a recognised to free the
important role that are mainly performed by social media marketing in the context of Marks and
Spencer.
21
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Theme 7) It is required for Marks and Spencer to emerge social media marketing for enhancing
their sales performance within market place.
Q7) Do you agree with the statement that, it is required for Marks and Spencer
to emerge social media marketing for enhancing their sales performance within
market place?
Frequency
a. Agree 42
b. Disagree 3
c. Neutral 5
Interpretation
According to the detailed analysis of the project it has been interpreted that 42 out of 50
people are in favour with the statement that it is required for Marks and Spencer to image social
media marketing for enhancing their sales performance within marketplace therefore Marks and
Spencer is a large fashion retail hub which needs social media marketing as their promotional
tool for developing the operations of business and three people are not in favour with the same as
per their view it is not much essential for Marks and Spencer to emerged social media for
enhancing their sales operations and remaining respondents are not providing any discussion as
they are neutral about the same.
22
their sales performance within market place.
Q7) Do you agree with the statement that, it is required for Marks and Spencer
to emerge social media marketing for enhancing their sales performance within
market place?
Frequency
a. Agree 42
b. Disagree 3
c. Neutral 5
Interpretation
According to the detailed analysis of the project it has been interpreted that 42 out of 50
people are in favour with the statement that it is required for Marks and Spencer to image social
media marketing for enhancing their sales performance within marketplace therefore Marks and
Spencer is a large fashion retail hub which needs social media marketing as their promotional
tool for developing the operations of business and three people are not in favour with the same as
per their view it is not much essential for Marks and Spencer to emerged social media for
enhancing their sales operations and remaining respondents are not providing any discussion as
they are neutral about the same.
22
Theme 8) There are assorted key benefits that are attained by Marks and Spencer via the
implementation of social media marketing as their key strategy for business growth.
Q8) As per your view, what key benefits are attained by Marks and Spencer via
the implementation of social media marketing as their key strategy for business
growth?
Frequency
a. Increasing brand Reputation 12
b. Enhancing customers base 13
c. Improve sales and revenue 13
d. Effective access to market 12
Interpretation
In this present considering area the study has been executed over determining the benefits
that are gained by Marks and Spencer by the implementation of social media marketing as their
key strategic step for business growth. Therefore 12 out of 50 people are in favour of increasing
brand reputation, does as per their view social media marketing is important for Marks and
Spencer in developing their brand reputation within marketplace and 13 respondents are go with
the area of enhancing customers base, another 13 participants are in favour of improve sales and
revenue and leftover individuals are go with effective access to market. however these are the
major benefits which are gained by the businesses why implementing social media marketing.
23
implementation of social media marketing as their key strategy for business growth.
Q8) As per your view, what key benefits are attained by Marks and Spencer via
the implementation of social media marketing as their key strategy for business
growth?
Frequency
a. Increasing brand Reputation 12
b. Enhancing customers base 13
c. Improve sales and revenue 13
d. Effective access to market 12
Interpretation
In this present considering area the study has been executed over determining the benefits
that are gained by Marks and Spencer by the implementation of social media marketing as their
key strategic step for business growth. Therefore 12 out of 50 people are in favour of increasing
brand reputation, does as per their view social media marketing is important for Marks and
Spencer in developing their brand reputation within marketplace and 13 respondents are go with
the area of enhancing customers base, another 13 participants are in favour of improve sales and
revenue and leftover individuals are go with effective access to market. however these are the
major benefits which are gained by the businesses why implementing social media marketing.
23
Theme 9) Different kind of impact does social media marketing has over increasing sales
performance of Marks and Spencer.
Q9) According to you, which kind of impact does social media marketing has
over increasing sales performance of Marks and Spencer?
Frequency
a. Positive 46
b. Negative 2
c. Neutral 2
Interpretation
According to the descriptive analysis of the project it has been identified that 46 out of 50
people are said that social media marketing has positive impact over increasing sales
performance of Marks and Spencer as per their view social media marketing is effective for
enhancing business presence within market and two individuals are not in favour with the same
as per their new company does not need any kind of marketing activity to improve ice their sales
and remaining people are not providing any discussion over the area of social media marketing.
24
performance of Marks and Spencer.
Q9) According to you, which kind of impact does social media marketing has
over increasing sales performance of Marks and Spencer?
Frequency
a. Positive 46
b. Negative 2
c. Neutral 2
Interpretation
According to the descriptive analysis of the project it has been identified that 46 out of 50
people are said that social media marketing has positive impact over increasing sales
performance of Marks and Spencer as per their view social media marketing is effective for
enhancing business presence within market and two individuals are not in favour with the same
as per their new company does not need any kind of marketing activity to improve ice their sales
and remaining people are not providing any discussion over the area of social media marketing.
24
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Theme 10) There are assorted provocations that are mainly faced by businesses while using
social media marketing.
Q10) As per your view, what provocations are mainly faced by businesses
while using social media marketing?
Frequency
a. Development of social media marketing Strategy 12
b. Authentic Connection 10
c. Maintaining Originality 15
d. Time Management 13
Interpretation
In the research undertaking the survey has been executed to analyse different
provocations that are mainly faced by businesses while using social media marketing therefore
analysis has been executed among 50 participants and out of that 12 people are in favour of
development of social media marketing strategy 10 participants are in favour of authentic
connection 15 individuals are go with maintaining originality and remaining people are go with
time management. However these all are very much effective aspects that influencing the
operations of a business in adverse manner and decrease the overall growth possibilities.
25
social media marketing.
Q10) As per your view, what provocations are mainly faced by businesses
while using social media marketing?
Frequency
a. Development of social media marketing Strategy 12
b. Authentic Connection 10
c. Maintaining Originality 15
d. Time Management 13
Interpretation
In the research undertaking the survey has been executed to analyse different
provocations that are mainly faced by businesses while using social media marketing therefore
analysis has been executed among 50 participants and out of that 12 people are in favour of
development of social media marketing strategy 10 participants are in favour of authentic
connection 15 individuals are go with maintaining originality and remaining people are go with
time management. However these all are very much effective aspects that influencing the
operations of a business in adverse manner and decrease the overall growth possibilities.
25
Theme 11) It is required for Marks and Spencer to make alteration in their existing marketing
strategy to increase business profitability.
Q11) As per your view, is it required for Marks and Spencer to make alteration
in their existing marketing strategy to increase business profitability?
Frequency
a. Required 20
b. Not Required 30
Interpretation
From the descriptive analysis provided by the survey report it has been analysed that 20
out of 50 people are sad that it is required for Marks and Spencer to make alteration in their
existing marketing strategy to increase business profitability as per their view business requires
to make suitable changes as per the requirement of the changing time as individuals preferences
are changed according to the time so business needs to adopt effective and innovative marketing
strategy to enhance their presence within market and remaining people are not in favour with the
same. as per their view it is not much essential for Marks and Spencer to create appropriate
changes and their marketing strategy as business is already going good.
26
strategy to increase business profitability.
Q11) As per your view, is it required for Marks and Spencer to make alteration
in their existing marketing strategy to increase business profitability?
Frequency
a. Required 20
b. Not Required 30
Interpretation
From the descriptive analysis provided by the survey report it has been analysed that 20
out of 50 people are sad that it is required for Marks and Spencer to make alteration in their
existing marketing strategy to increase business profitability as per their view business requires
to make suitable changes as per the requirement of the changing time as individuals preferences
are changed according to the time so business needs to adopt effective and innovative marketing
strategy to enhance their presence within market and remaining people are not in favour with the
same. as per their view it is not much essential for Marks and Spencer to create appropriate
changes and their marketing strategy as business is already going good.
26
Theme 12) There are different measures are needs to be opt by Marks and Spencer to improvise
their sales performance via managing social media marketing.
Q12) According to your view, what measures are needs to be opt by Marks and
Spencer to improvise their sales performance via managing social media
marketing?
Frequency
a. Measuring Social media ROI 12
b. Creating high quality visuals 10
c. Analysing rivals Strategy 15
d. Creating a Cross-Channel Approach 13
Interpretation
According to the evaluation of the project has been articulate that here are are different
measures that needs to be adopted by Marks and Spencer to improve icing their sales
performance by managing social media marketing therefore 12 out of 50 people are in favour of
measuring social media ROI, 10 participants are in favour of creating high quality visuals, 15
respondents are go with analysing rivals strategy and remaining people are go with creating cross
channel approach.
27
their sales performance via managing social media marketing.
Q12) According to your view, what measures are needs to be opt by Marks and
Spencer to improvise their sales performance via managing social media
marketing?
Frequency
a. Measuring Social media ROI 12
b. Creating high quality visuals 10
c. Analysing rivals Strategy 15
d. Creating a Cross-Channel Approach 13
Interpretation
According to the evaluation of the project has been articulate that here are are different
measures that needs to be adopted by Marks and Spencer to improve icing their sales
performance by managing social media marketing therefore 12 out of 50 people are in favour of
measuring social media ROI, 10 participants are in favour of creating high quality visuals, 15
respondents are go with analysing rivals strategy and remaining people are go with creating cross
channel approach.
27
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Chapter 5: Conclusion and Recommendation
Conclusion
From the in-depth analysis of the project it has been concluded that, social media marketing
is defined as the most imperative aspect which plays a vital role in increasing awareness about
the business, developing performance, increasing market access and so on. Therefore, business
now a days are very much concern over enhancing the profitability of the business via enhancing
their sales operations within the commercial centre. Thus social media marketing is recognised to
be the best possible strategy for the business in enhancing their operations within market place.
From the detailed analysis of the project it has also been analysed that majority of participants
are in favour with the aspect that, social media marketing is an effective aspect which needs to be
implemented by the businesses for the intention of increasing sales performance. Therefore, Now
a day's social media is considered as the most essential tool which helps in implementing
effective connection among people at wide range. In the modern era the major focused area of
firm is to attaining higher growth and success through providing effective products and services
at market place. It is also essential for an organisation to implement various tools as to gaining
attention of buyers towards the firm or its offered products and services at market place.
Customers are considered to be the major element of market on which the whole activities of
firm are based on the satisfaction of the people. Social media tools are effective in creating
awareness among people about the goods and services of firm at market area. Social media is the
most entertaining tools which is significantly used by people of various age group as their
entertainment sources. As per the evaluation of the project it has also been stated that, social
media marketing also creates value in establishing effective connection among people and
organisation which are focused on providing beneficial products and services of people at market
area. In addition to this, it has also been determined that, social media marketing is imperative in
enhancing the brand recognition of the business and this creates value in enhancing the sales as,
in the modern era individual are very much engaged on social media sites and spending a lot
time of serving internet source and this create value in enhancing operations ability of the
business. From the analysis of the project it has also been stated that, Instagram, Facebook,
YouTube are termed to be the most effective tool of social media which is increasing used by the
businesses in improvising their sales performance through creating awareness about the offering
of the business.
28
Conclusion
From the in-depth analysis of the project it has been concluded that, social media marketing
is defined as the most imperative aspect which plays a vital role in increasing awareness about
the business, developing performance, increasing market access and so on. Therefore, business
now a days are very much concern over enhancing the profitability of the business via enhancing
their sales operations within the commercial centre. Thus social media marketing is recognised to
be the best possible strategy for the business in enhancing their operations within market place.
From the detailed analysis of the project it has also been analysed that majority of participants
are in favour with the aspect that, social media marketing is an effective aspect which needs to be
implemented by the businesses for the intention of increasing sales performance. Therefore, Now
a day's social media is considered as the most essential tool which helps in implementing
effective connection among people at wide range. In the modern era the major focused area of
firm is to attaining higher growth and success through providing effective products and services
at market place. It is also essential for an organisation to implement various tools as to gaining
attention of buyers towards the firm or its offered products and services at market place.
Customers are considered to be the major element of market on which the whole activities of
firm are based on the satisfaction of the people. Social media tools are effective in creating
awareness among people about the goods and services of firm at market area. Social media is the
most entertaining tools which is significantly used by people of various age group as their
entertainment sources. As per the evaluation of the project it has also been stated that, social
media marketing also creates value in establishing effective connection among people and
organisation which are focused on providing beneficial products and services of people at market
area. In addition to this, it has also been determined that, social media marketing is imperative in
enhancing the brand recognition of the business and this creates value in enhancing the sales as,
in the modern era individual are very much engaged on social media sites and spending a lot
time of serving internet source and this create value in enhancing operations ability of the
business. From the analysis of the project it has also been stated that, Instagram, Facebook,
YouTube are termed to be the most effective tool of social media which is increasing used by the
businesses in improvising their sales performance through creating awareness about the offering
of the business.
28
Recommendation
The project into undertaking is based on evaluating the role of social media marketing in
increase sales performance of the business, therefore, from the descriptive evaluation of the
project it has been recommended to the businesses to implement effective strategy of marketing
for the purpose of leading business operations in right manner to gain growth and success. From
the evaluation of the project it has also been analysed that Marks and Spencer is operated at
wider level and has its effective brand image within commercial centre and has its major concern
over enhancing business reputation and sales via the implementing suitable strategies. Therefore,
as per the valuation of the study it has been suggested to Marks and Spencer that company
should use modern approach of marketing as it is effective in increasing market share via
attracting more and more customers towards the firm or its operations. In addition to this as per
the analysis of the participants it has also been recommended to Marks and Spencer that,
company should measure social media ROI in respect to executing better implementation of
social media tools. However, business should also select the most effective source of media as an
effective selection helps the business in capturing wider market to gain success. As per the views
of the participants it has also been analysed that competition within market is so high and it has
also been recommended to Marks and Spencer to determine the rivals strategy for the purpose of
developing an unique and most effective tool to attain wider access to market and develop their
sales and revenue by fulfilling the needs of people at market place.
Chapter 6: Reflection
I am happy that I got an opportunity to perform research over a broad topic i.e. “Role of
social media marketing in the increase in sales performance of the company”. This is an
interesting topic that was supported me by increasing my knowledge and understating about the
social media marketing. I used different methods for collecting information about the topic
which are positivism philosophy, deductive approach, questionnaire etc. All these are effective
methods for me during collection of quantitative data about the topic. Along with this, I used to
make questionnaire that was effective and valuable for me because it supported in gathering of
reliable data within minimum time period. By using this instrument of data collection I make
different close-ended questions that are effective in gathering of information from the selected
respondents.
29
The project into undertaking is based on evaluating the role of social media marketing in
increase sales performance of the business, therefore, from the descriptive evaluation of the
project it has been recommended to the businesses to implement effective strategy of marketing
for the purpose of leading business operations in right manner to gain growth and success. From
the evaluation of the project it has also been analysed that Marks and Spencer is operated at
wider level and has its effective brand image within commercial centre and has its major concern
over enhancing business reputation and sales via the implementing suitable strategies. Therefore,
as per the valuation of the study it has been suggested to Marks and Spencer that company
should use modern approach of marketing as it is effective in increasing market share via
attracting more and more customers towards the firm or its operations. In addition to this as per
the analysis of the participants it has also been recommended to Marks and Spencer that,
company should measure social media ROI in respect to executing better implementation of
social media tools. However, business should also select the most effective source of media as an
effective selection helps the business in capturing wider market to gain success. As per the views
of the participants it has also been analysed that competition within market is so high and it has
also been recommended to Marks and Spencer to determine the rivals strategy for the purpose of
developing an unique and most effective tool to attain wider access to market and develop their
sales and revenue by fulfilling the needs of people at market place.
Chapter 6: Reflection
I am happy that I got an opportunity to perform research over a broad topic i.e. “Role of
social media marketing in the increase in sales performance of the company”. This is an
interesting topic that was supported me by increasing my knowledge and understating about the
social media marketing. I used different methods for collecting information about the topic
which are positivism philosophy, deductive approach, questionnaire etc. All these are effective
methods for me during collection of quantitative data about the topic. Along with this, I used to
make questionnaire that was effective and valuable for me because it supported in gathering of
reliable data within minimum time period. By using this instrument of data collection I make
different close-ended questions that are effective in gathering of information from the selected
respondents.
29
Apart from this, by doing this investigation I faced certain issues such as lack of time, in-
sufficient amount of fund and problems from the respondents’ side. By making close-ended
questions, respondents are not favour with the options presented in questionnaire. This created
biggest problem for me in gathering of data systematically. Despite of this, I used to make one
close-ended questions where respondents are free to provide their opinion about the topic. As it
will support me in overcoming the challenges associated from the respondents’ side. Along with
this, I also used Gantt chart that was affective and useful for me because it supported me by
providing information of about the starting and completion data of project.
There is suggestion for alternative research methodology to the researcher. Interview is an
effective part of alternative methodology that could be use by investigator if they get another
chance for doing any research over the similar topic. It is effective method because in this,
respondents are free in providence of their opinion and views about the topic.
30
sufficient amount of fund and problems from the respondents’ side. By making close-ended
questions, respondents are not favour with the options presented in questionnaire. This created
biggest problem for me in gathering of data systematically. Despite of this, I used to make one
close-ended questions where respondents are free to provide their opinion about the topic. As it
will support me in overcoming the challenges associated from the respondents’ side. Along with
this, I also used Gantt chart that was affective and useful for me because it supported me by
providing information of about the starting and completion data of project.
There is suggestion for alternative research methodology to the researcher. Interview is an
effective part of alternative methodology that could be use by investigator if they get another
chance for doing any research over the similar topic. It is effective method because in this,
respondents are free in providence of their opinion and views about the topic.
30
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References
Books and journals
Agnihotri, R., Dingus, R., Hu, M. Y. and Krush, M. T., 2016. Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management. 53. pp.172-
180.
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K. and Algharabat, R., 2017. Social media in
marketing: A review and analysis of the existing literature. Telematics and
Informatics. 34(7). pp.1177-1190.
Bocconcelli, R., Cioppi, M. and Pagano, A., 2017. Social media as a resource in SMEs’ sales
process. Journal of Business & Industrial Marketing.
Cawsey, T. and Rowley, J., 2016. Social media brand building strategies in B2B
companies. Marketing Intelligence & Planning.
Charoensukmongkol, P. and Sasatanun, P., 2017. Social media use for CRM and business
performance satisfaction: The moderating roles of social skills and social media sales
intensity. Asia Pacific Management Review. 22(1). pp.25-34.
Elena, C. A., 2016. Social Media–A strategy in developing customer relationship
management. Procedia Economics and Finance, 39, pp.785-790.
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.
Guesalaga, R., 2016. The use of social media in sales: Individual and organizational antecedents,
and the role of customer engagement in social media. Industrial Marketing
Management. 54. pp.71-79.
Hsu, L. and Lawrence, B., 2016. The role of social media and brand equity during a product
recall crisis: A shareholder value perspective. International journal of research in
Marketing. 33(1). pp.59-77.
Itani, O. S., Agnihotri, R. and Dingus, R., 2017. Social media use in B2b sales and its impact on
competitive intelligence collection and adaptive selling: Examining the role of
learning orientation as an enabler. Industrial Marketing Management. 66. pp.64-79.
Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B content
marketing. Industrial Marketing Management. 54. pp.164-175.
Kim, W. G. and Park, S.A., 2017. Social media review rating versus traditional customer
satisfaction. International Journal of Contemporary Hospitality Management.
Kim, W. G., Li, J. J. and Brymer, R. A., 2016. The impact of social media reviews on restaurant
performance: The moderating role of excellence certificate. International Journal of
Hospitality Management. 55. pp.41-51.
Momany, M. and Alshboul, A., 2016. SOCIAL MEDIA MARKETING: UTILIZING SOCIAL
MEDIA TO ADVANCE BRAND AWARENESS AND INCREASE ONLINE
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Influencing customer satisfaction in B2B sales” and a research agenda. Industrial
Marketing Management. 75. pp.31-36.
31
Books and journals
Agnihotri, R., Dingus, R., Hu, M. Y. and Krush, M. T., 2016. Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management. 53. pp.172-
180.
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K. and Algharabat, R., 2017. Social media in
marketing: A review and analysis of the existing literature. Telematics and
Informatics. 34(7). pp.1177-1190.
Bocconcelli, R., Cioppi, M. and Pagano, A., 2017. Social media as a resource in SMEs’ sales
process. Journal of Business & Industrial Marketing.
Cawsey, T. and Rowley, J., 2016. Social media brand building strategies in B2B
companies. Marketing Intelligence & Planning.
Charoensukmongkol, P. and Sasatanun, P., 2017. Social media use for CRM and business
performance satisfaction: The moderating roles of social skills and social media sales
intensity. Asia Pacific Management Review. 22(1). pp.25-34.
Elena, C. A., 2016. Social Media–A strategy in developing customer relationship
management. Procedia Economics and Finance, 39, pp.785-790.
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.
Guesalaga, R., 2016. The use of social media in sales: Individual and organizational antecedents,
and the role of customer engagement in social media. Industrial Marketing
Management. 54. pp.71-79.
Hsu, L. and Lawrence, B., 2016. The role of social media and brand equity during a product
recall crisis: A shareholder value perspective. International journal of research in
Marketing. 33(1). pp.59-77.
Itani, O. S., Agnihotri, R. and Dingus, R., 2017. Social media use in B2b sales and its impact on
competitive intelligence collection and adaptive selling: Examining the role of
learning orientation as an enabler. Industrial Marketing Management. 66. pp.64-79.
Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B content
marketing. Industrial Marketing Management. 54. pp.164-175.
Kim, W. G. and Park, S.A., 2017. Social media review rating versus traditional customer
satisfaction. International Journal of Contemporary Hospitality Management.
Kim, W. G., Li, J. J. and Brymer, R. A., 2016. The impact of social media reviews on restaurant
performance: The moderating role of excellence certificate. International Journal of
Hospitality Management. 55. pp.41-51.
Momany, M. and Alshboul, A., 2016. SOCIAL MEDIA MARKETING: UTILIZING SOCIAL
MEDIA TO ADVANCE BRAND AWARENESS AND INCREASE ONLINE
SALES. International Journal of Business, Marketing, & Decision Science. 9(1).
Musa, H. and et. al., 2016. Social media marketing and online small and medium enterprises
performance: Perspective of Malaysian small and medium enterprises. International
Review of Management and Marketing. 6(S7). pp.1-8.
Nunan, D., Sibai, O., Schivinski, B. and Christodoulides, G., 2018. Reflections on “social media:
Influencing customer satisfaction in B2B sales” and a research agenda. Industrial
Marketing Management. 75. pp.31-36.
31
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management.
Roberts, D. L., Piller, F. T. and Lüttgens, D., 2016. Mapping the impact of social media for
innovation: The role of social media in explaining innovation performance in the
PDMA comparative performance assessment study. Journal of Product Innovation
Management. 33. pp.117-135.
Rodriguez, M., Ajjan, H. and Peterson, R. M., 2016. Social media in large sales forces: an
empirical study of the impact of sales process capability and relationship
performance. Journal of Marketing Theory and Practice. 24(3). pp.365-379.
Salo, J., 2017. Social media research in the industrial marketing field: Review of literature and
future research directions. Industrial Marketing Management. 66. pp.115-129.
Tajvidi, R. and Karami, A., 2017. The effect of social media on firm performance. Computers in
Human Behavior, p.105174.
Wang, Z. and Kim, H. G., 2017. Can social media marketing improve customer relationship
capabilities and firm performance? Dynamic capability perspective. Journal of
Interactive Marketing. 39. pp.15-26.
Wu, C. W., 2016. The performance impact of social media in the chain store industry. Journal of
Business Research. 69(11). pp.5310-5316.
Online
Baker. K., 2019, Social media marketing. [Online]. Available Through: <
https://blog.hubspot.com/marketing/social-media-marketing >
Newberry. C., 2018, Benefits of Social Media for Business. [Online]. Available Through:
<https://blog.hootsuite.com/social-media-for-business/ >
Baldwin. C., 2014,, M&S uses social media to make customers happy and drive sales. [Online].
Available Through: < https://www.computerweekly.com/news/2240217064/MS-
uses-social-media-to-make-customers-happy-and-drive-sales >
32
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management.
Roberts, D. L., Piller, F. T. and Lüttgens, D., 2016. Mapping the impact of social media for
innovation: The role of social media in explaining innovation performance in the
PDMA comparative performance assessment study. Journal of Product Innovation
Management. 33. pp.117-135.
Rodriguez, M., Ajjan, H. and Peterson, R. M., 2016. Social media in large sales forces: an
empirical study of the impact of sales process capability and relationship
performance. Journal of Marketing Theory and Practice. 24(3). pp.365-379.
Salo, J., 2017. Social media research in the industrial marketing field: Review of literature and
future research directions. Industrial Marketing Management. 66. pp.115-129.
Tajvidi, R. and Karami, A., 2017. The effect of social media on firm performance. Computers in
Human Behavior, p.105174.
Wang, Z. and Kim, H. G., 2017. Can social media marketing improve customer relationship
capabilities and firm performance? Dynamic capability perspective. Journal of
Interactive Marketing. 39. pp.15-26.
Wu, C. W., 2016. The performance impact of social media in the chain store industry. Journal of
Business Research. 69(11). pp.5310-5316.
Online
Baker. K., 2019, Social media marketing. [Online]. Available Through: <
https://blog.hubspot.com/marketing/social-media-marketing >
Newberry. C., 2018, Benefits of Social Media for Business. [Online]. Available Through:
<https://blog.hootsuite.com/social-media-for-business/ >
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