Effect of Social Media on Brand Image: A Gender Perspective

This research proposal aims to investigate the effect of social media on brand image from a gender perspective. The study will analyze the statistical characteristics of consumers, the impact of social media advertising on brand awareness, and the difference in perception between male and female consumers.

RESEARCH PROPOSAL 1
Research Proposal
By (Name)
Course
Professor
Institution
City and state
Date

RESEARCH PROPOSAL 2
Introduction
Dealing with the goods in the modern world has been made easy through the utilization of social
media to advertise their items. Web-based social networking goes about as an outlet, which
enables the organizations to advertise their administrations and items at no cost. Because of this,
the online networking gatherings help to achieve a vast client base and have turned into a central
point for a period of the recent fifteen years. This brings the query to organizations and
associations, is web-based social networking a justified advertising apparatus? Each market on
the planet encounters a considerable measure of rivalry from the advertisers, and consequently,
the organizations ought to embrace vital manners by which to fulfill the requests of the clients.
Marketing through social media involves the utilization of web-based social networking locales
to reach to the clients and create item awareness (Zikmund & Babin 2015).
Web-based social networking displaying includes the process where the online advertisers
achieve the objective clients through web-based social networking systems. This includes the
utilization of sites and systems, which are legitimate with a specific end goal to draw in the
gathering of people correctly. The utilization of web-based social networking showcasing is less
expensive, and the procedure seems lucrative.
Web-based shopping includes a computerized arrangement of shopping where the advertisers
utilize requests through the assistance of the web. Most of the general population tends to buy
most items in online forums because of the increase of individuals who live in urban zones and
the congestion in many urban communities throughout the world.
Research Topic

RESEARCH PROPOSAL 3
The research topic is to find the effect of social media in creating the brand image from the
diverse customer’s viewpoints. We can find if gender affects the perception of goods displayed
in the internet especially in social media.
Research Questions
Following is a number of research questions related to the research topic.
 What are the statistical characteristics of consumers?
 How many buyers are familiarized with the product through social media?
 How strong is the brand viewed because of vigorous advertisement through the social
media?
 How are both the male and female consumer’s choice of brand affected by the
advertisements shown through the social media?
 How many buyers contact the organization on seeing the advertised brands?
Importance of the Research Topic
The research topic applies to the advertising techniques that can be developed and carried out by
the business in the modern world. Consequently, the research topic is fascinating since the
current research and studies do not particularly address the gender impact on the apparent brand
picture by the organizations. Advertising through the internet will definitely benefit a business
organization if used in the right way (Bamman et al 2014). Advertisements increases customer’s
awareness of a particular brand and is therefore a necessary thing for businesses around the
globe. Moreover, there are different new worldwide brands built up, whereby the new
organizations can likewise depend on the online networking to build up a marketing strategy to
focus on their objective clients appropriately.

RESEARCH PROPOSAL 4
The research topic is extremely significant in the advertising methodologies particularly in
creating and executing business in the bigger world. It does not just investigate the examples of
the utilization of online networking but also looks at the gender effect in making the brand
mindfulness for the business. It is basic for the vast and universal organizations to comprehend
the methodologies in which they have prevailed with regards to keeping up contact with their
customers and supporter in online networking and also making a positive effect in the general
public (Hair & Lukas 2014). This has additionally tested the new organizations and associations
in building up a promoting technique to achieve the market and the clients in the correct way.
Research Duration
The period of research will be approximately at least two months. The schedule of the research is
shown in the table below.
Activity Duration Landmark
1 Two weeks Find information related to the research
topic.
2 One week Gather applicable information from the
researchers and finish the writing survey
3 Two weeks Analyse the data collected.
4 One and a half
weeks
Give a presentation of the results.
5 Two weeks Finalise on everything remaining
concerning the report.

RESEARCH PROPOSAL 5
6 Two weeks Submit the report.
Gantt chart.
Activity 1
Activity 2
Activity 3
Activity 4
Activity 5
Activity 6
April May June July
Outcomes of the Research
There are some outcomes expected from the report. These are summarised below:
 The statistic profiles of the customers utilizing online networking can be dissected
through their sex, age, level of education, pay level, and conjugal status. It is expected to
see that there are more customers who are substantial clients of online networking if they
are young, mainly below 30 years of age.

RESEARCH PROPOSAL 6
 It is anticipated to see that both female and male shoppers will probably buy an item after
they see the commercial or other advertising materials postured on the social media.
 It is anticipated to see that, a vigorous social media advertisement system results to a high
level of awareness about the brand and in return a high level of sales..
 It is expected to see how gender affects the perception of the brand displayed on social
networks. Specifically, it is more probable for a female to see a higher brand picture
when the business has an enormous advertising effort using online networking. This is
frequently the situation when the worldwide brands now are utilizing the social media to
advance their image picture. Along these lines, the statistic profiles are the key
determinants clarifying the objective shoppers on the social media, and it will probably
achieve female buyers by utilizing the web-based social networking.
WRITING REVIEW
The utilization of web-based social networking in the business condition has turned out to be
exceptionally valuable particularly to the business visionaries as it provides openings, which
apply to each type of business. The online networking locales, which are utilized as a part of
business wanders, include:
 WhatsApp
 Facebook
 Twitter
 LinkedIn
 Google+

RESEARCH PROPOSAL 7
The clients can take an interest in user created contents in these social media sites. The web
affects the dialog on the connection between web displaying in online networking since the
member should be a part of the social webpage or essential to comparative locales. There are
benefits related to the utilization of online networking, contrasting with the customary methods
for marketing communication, for example, daily papers, TVs, radios, and so forth (Kaplan
2012). Social media platforms are viewed as successful. Advertising through the internet,
specifically the social media costs substantially less for the advertising materials to achieve the
big market. The improvements in modern technology have made most organizations and
associations depend vigorously on the utilization of social media to expand the market for their
items and achieve the objective market. The utilization of online networking has brought a ton of
advantages unlike the conventional techniques for advertising, which involved daily papers,
radio, TVs among others (Sanders 2013).
Social media has surprised the world because of the progression in the adjustments in innovation,
which has likewise pulled in the vast majority, from the youth to the old, regardless of the
statistic aspects. Organizations can now obtain a large market through advertising through the
social media. Social media users can now communicate with organizations directly or indirectly
after viewing brands displayed in the social media network (Keegan & Rowley 2017).
It is apparently right to state that online networking has affected most organizations everywhere
throughout the world and has been welcomed warmly by all classes of individuals (Vinerean,
Dumitrescu & Tichindelean 2013). Most organizations, which are practicing the utilization of
online networking, have succeeded incredibly, since they can achieve a bigger client base and
have affected the business people as well.

RESEARCH PROPOSAL 8
References.
Babin, B.J. and Zikmund, W.G., 2015. Essentials of marketing research. Nelson Education.
Hair Jr, J.F. and Lukas, B., 2014. Marketing research (Vol. 2). McGraw-Hill Education
Australia.
Keegan, B.J. and Rowley, J., 2017. Evaluation and decision making in social media
marketing. Management Decision, 55(1), pp.15-31.
Vinerean, S., Cetina, I., Dumitrescu, L. and Tichindelean, M., 2013. The effects of social media
marketing on online consumer behavior. International Journal of Business and
Management, 8(14), p.66.