Impact of Social Media Marketing on UK Fashion Industry during Covid-19 Pandemic: A Study on H&M

Research Project
Proposal
(Impact of social media marketing in
increasing the sale of UK fashion
industry during Covid 19 pandemic)
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Table of Contents
INTRODUCTION...........................................................................................................................3
Overview of the topic..................................................................................................................3
Background of the organisation...................................................................................................3
Research rational with justification.............................................................................................3
Project aim and objective.............................................................................................................4
Research question........................................................................................................................4
LITERATURE REVIEW................................................................................................................4
Introduction..................................................................................................................................4
Concept of social media marketing in context of organisation...................................................5
Social media marketing strategies used by H&M to market their product and increase their
sale during Covid 19 pandemic...................................................................................................5
Impact of social media marketing in increasing the sale of H&M during Covid 19 pandemic. .6
INTENDED METHODOLOGY.....................................................................................................7
RESOURCES REQUIRED AND ACTION PLAN........................................................................8
REFERENCES..............................................................................................................................10
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INTRODUCTION
Overview of the topic
Social media marketing is gaining more importance after the adoption of digitalisation in
the recent age. Social media is defined as the collection of various website and application to
make interaction in the society. Social media is used in an organisation to make communication
and collaboration between the community in order to advertise and promote their goods and
services (Raji, Rashid and Ishak, 2019). The global pandemic has created a situation where doing
cold marketing becoming impossible and in that time social media marketing help them
company to enhance their sale. Through using various social media platform like Facebook,
Twitter, Instagram and many more help the fashion industry to attract more target buyers
towards them.
Background of the organisation
To undergo current investigation, the chosen organisation is H&M. It is Swedish
multinational clothing brand which was founded in the year 1947 by Erlling Persson. It is one of
the leading fast fashion brand for men, women and children. The headquarter of the brand is
Stockholm, Sweden and the company operates their business worldwide. Their business
operation is in 74 countries and approx. 5000 stores are there of H&M. During the pandemic to
enhance their sale company adopt the marketing strategy of social media so that they can sale
their product on larger quantity and gain competitive advantage to other fashion brand
(Agnihotri, 2020).
Research rational with justification
The major motive behind the existing research is to gain a deeper understanding about the
topic impact of social media marketing in increasing sale of the company. This investigation will
also enhance knowledge regarding the social media and the important role played by social
media marketing an organisation. This investigation will also highlight the various social media
strategies used by the Brands in order to increase their sale. The current research will also aid me
in fulfilling, dual objective which are personal and professional (Almazrouei and et. al, 2020). In
perspective to personal objective this research will enhance my various skill such as problem
solving skill, communication skill, data analytical skill and many more. The current investigation
will also develop my knowledge about the method used for completing the research in systematic
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