Effectiveness of Social Media Platforms in Customer Relationship Management

RESEARCH PROPOSAL
(Effectiveness of social media
platforms in customer
relationship management)

ABSTRACT
Main purpose of this research is to identify the effectiveness of social media platforms in
customer relationship management as organisational marketing strategy. This is a main purpose
that will be attained through different methods. These are primary and secondary research,
questionnaire, quantitative research, positivism philosophy etc. In this, secondary data has been
gathered from books, articles etc. sources within literature review, whereas primary data will be
gathered from questionnaire. Therefore, all these are essential methods that would be beneficial
for researcher in attaining research aim and objectives in successful manner.

Contents
ABSTRACT....................................................................................................................................2
INTRODUCTION...........................................................................................................................4
LITERATURE REVIEW................................................................................................................6
RESEARCH METHODOLOGY....................................................................................................9
REFERENCES..............................................................................................................................13

INTRODUCTION
Overview of the research
The term social media is defined as a computer-based technology that assists the sharing
of thoughts, ideas and information by building communities and virtual networks. Social media
is Internet based and provides users electronic communication of content. Along with this,
customer relationship management introduces to the combination of strategies, technologies and
practices, which are uses by companies with purpose to manage and evaluate customer. In simple
word, it is an essential technology for managing company’s relationships and interactions with
customers and potential clients (Kwayu, Lal and Abubakre, 2018). Main goal of CRM (Customer
relationship management) is to enhance business relationship with different stakeholders that are
customers, suppliers etc. CRM helps business organisations stay connected to customers,
improve profitability and streamline process. Therefore, use of social media platforms such as
Twitter, Facebook, YouTube etc., are effective for an organisation in improve relationship of
customers towards their business services, practices and products. All these social media
platforms are not only used for promoting and advertising new products but also essential in
providing customer service as well as resolve disputes.
Background of the M&S
Marks & Spencer is a chosen British multinational retail organisation with headquartered
in London. Company was founded in 1884 by Michael marks, Thomas Spencer. M&S is
specialising in manufacturing and selling clothing for men, women and children, most of the
products are in own label. Company is also well-known for its food and food products. M&S
wants to improve relationship of their customers through social media platforms. There are
different platforms used by M&S such as Instagram, Twitter and many others (Tanwar and
Kumar, 2019). With the help of these platforms, M&S attract their customers towards products
or services. In this platform, company displays their all products with different categories as well
as provide accurate information regarding product’s quality, features, price etc. All these
information helps company in making strong relationship with their customers.
Research Aim
“To identify the effectiveness of social media platforms in customer relationship
management as organisational marketing strategy.” A study on Marks & Spencer