To study the role of big data on social media for analyzing customers' perception

Social Media Analytics
for Business

Table of Contents
Title: "To study the role of big data on social media for analyzing customers' perception." A case
study on McDonald’s.......................................................................................................................3
CHAPTER ONE..............................................................................................................................3
Introduction / Research rationale.................................................................................................3
Aim of research............................................................................................................................4
Objectives of research..................................................................................................................4
Research questions.......................................................................................................................4
CHAPTER TWO - LITERATURE REVIEW................................................................................4
Theme 1- The concept and importance of big data for organisations.........................................4
Theme 2- The role of big data that gather from social media in order to analyzing customers
perceptions towards products and services..................................................................................5
Theme 3- The impact of using social media analytics on success and growth of organisation. .6
Theme 4- Strategies that makes the application of big data for social media analytics for
organisations................................................................................................................................7
CHAPTER THREE- RESEARCH METHODOLOGY..................................................................8
CHAPTER THREE – FINDINGS AND ANALYSIS..................................................................13
findings and data using appropriate tools and techniques.........................................................13
CHAPTER FOUR - PROJECT LIMITATION.............................................................................22
CHAPTER FIVE - CONCLUSION AND RECOMMENDATION.............................................23
Conclusion.................................................................................................................................23
CONCLUSION..............................................................................................................................23
Recommendations......................................................................................................................23

REFERENCES..............................................................................................................................24
Books and Journals:...................................................................................................................24

Title: "To study the role of big data on social media for analyzing customers'
perception." A case study on McDonald’s
CHAPTER ONE
Introduction / Research rationale
Consumer behaviour is the important subject that every organisation need to study in
which it focuses on the understanding of consumer perception and nature. Every organisation has
an ultimate goal that they need to satisfy their potential buyers. But it only can be possible when
a company has ability to identify and analyse consumer behaviour (Ghani and et. al., 2019). If
company get success in understanding of consumer behaviour then they definitely achieve their
goals and objectives. In this context, McDonald's is undertaken for this research report which is
the fast food company of America. It is found that they are started their business with
hamburgers. Now they have multiple types of burgers and other products which like by
customers. It is the world's largest restaurant chain as per their revenue. They serve approximate
69 million customers in overall hundred countries. This number shows that how much company
get success and growth in the global market. It can be only possible because of their
understanding of consumer behaviour. They have business model which is customer oriented.
They try to use big data for taking important decisions (Jimenez-Marquez and et. al., 2019). Big
data is become very helpful for McDonald's but they are more focus on social media marketing.
It is just not only marketing but also understanding of consumer behaviour with the analysis of
social media data. It is identified that they are effectively used big data which gather from social
media platforms in order to understand customer’s nature and behaviour. This report is focuses
on to identify the role and impact of using big data that gathers from social media in order to
attract and understand their potential buyers. For that purpose, this report is based on a
comparison between McDonald's and KFC which is lying in the same industry.
Aim of research
"To determine the impact of using social media analytics for understanding consumer
behaviour." A case study on McDonald’s

Objectives of research
 To understand the concept and importance of big data for organisations.
 To identify the role of big data that gather from social media in order to analyzing
customers perceptions towards products and services.
 To analyse the impact of using social media analytics on success and growth of
organisation.
 To determine some strategies that makes the application of big data for social media
analytics for organisations.
Research questions
 What is the concept of big data in organizations?
 What are the roles of big data that uses social media in organisation?
 What are the impacts of social media analytics in success and growth of organisation?
 What are strategies that make the social media analytics process easy and effective?
CHAPTER TWO - LITERATURE REVIEW
Theme 1- The concept and importance of big data for organisations
According to Jiang and Fu, 2018, big data refers to the large volume of data that can be
structured and unstructured. It becomes very complex for organisation that they can store or
collect day to day business big data. But it is important that how organisation use big data. The
main source of big data is social media where organisations collect all important information that
assists them to take important decisions. Big data helps organisation to understand consumer
behaviour and perception about their products and services. In the competitive business
environment, it becomes very necessary that organisation should know about the taste and
preferences of their potential buyers. There are many firms which are ready to serve best
products and services to the customers for attracting towards themselves. In the case of
McDonald, it is the leading organisation that it leads all over the global market. This position
they get not only because of their best quality of products but also to understand the behaviour of

consumers. They use big data in order to understand the nature and perception of consumer
towards their products and services. It can be seen from one of the best example of McDonald.
When they were decided that now open their stores in India. They provide beef burgers but they
get to know about customers that they cannot eat meat of cow. So that's why they changed the
manual and launch new burgers in front of customers. Now McDonald is the famous burger
outlet in India.
According to Liu, Shin and Burns, 2019, another same type of company i.e. KFC also
selling same products to the customers. But it is identify that they are not much efficient in terms
of analytics. That means they are not using big data as compared to McDonald. The reason of
success and growth of McDonald is lying behind effective use of big data.
Theme 2- The role of big data that gather from social media in order to analyzing customers
perceptions towards products and services
According to Li and et. al., 2019, there are many sources that company used in order to
collect and gather information. Three primary important sources of big data are social data,
machine data and transactional data. In these three primary sources social data is most important
source which gives relevant information to McDonald. Social data is collected from the social
media such as Instagram, Twitter, Facebook, YouTube channels, LinkedIn, etc. These are the
great sources for organisation to collect gather information. That means social media plays a
very important role to give big data to organisations. It becomes very popular because the reach
of social media is very high as compared to any other method. Every person is now actively
participating in social media platforms. It is identified that McDonald also is very active in social
media. This shows that they are continuously trying to understand consumer’s perception
towards their products and services (Coursaris, van Osch and Balogh, 2016). For that purpose,
they give a good content on social media platform which attracts customers. Their content is also
depends on consumer behaviour. From the analysis of consumer nature and perception they
decide that what they have to provide a content on social media which makes interest in
customers. So that's why it is a very important role of big data from social media in order to
analyse customer’s behaviour. The main reason of using big data which they are collect from
social media are to save the extra cost, understand consumer perception, time optimisation and
time reduction, new product development, a deep understanding of market, etc.