Impact of Social Media Integration on Business Performance: A Study on H&M

Resaerch proposal
and report

Table of Contents
Title of the Project...........................................................................................................................1
Introduction......................................................................................................................................1
Overview of the Research......................................................................................................1
Rationale of the Research.......................................................................................................1
Research Aim, Objectives and Questions..............................................................................2
Literature Review.............................................................................................................................2
Research Methodology....................................................................................................................4
Findings of the Research..................................................................................................................4
Conclusion and Recommendation.................................................................................................13
Conclusion............................................................................................................................13
Recommendation..................................................................................................................14
References......................................................................................................................................15

Title of the Project
To investigate the impact of increasing market competition with the integration of social
media channels over the business performance. A study on H&M.
Introduction
Summary of the Research
This report aim to analysing the consequence of developing the market competition with the
integration of social median channels over the performance of business, therefore, increasing
market competition is a major issue for the firm as it has through impact over the transaction and
progression of the business (Allen and Ochs, 2019). Social media mainly affects the business
positively and influences the opportunity for the audiences to find the business over social media
tools. It mainly aids to reach the targeted people; stay engaged with them and responds to their
queries instantly. However, businesses in the modern era are concern over integrating social
media marketing as it helps the firms to help the operations in better way and increasing the rush
of customers, thus, this mainly increases the competition within market. In this present study
analysis has been based on Hennes & Mauritz, it is a Swedish multinational clothing retail
business which is widely famed for its fast fashion clothing for men, women, teenagers and
children. From the past few decades, the fashion retailer the business has been slowing down its
bodily growth tool. The business has closed around 140 stores in the year of 2018 and after that
poor outcome in 2017, and revised down its plan for stores openings last year through around
175 globally to 130. With the increasing integration of social media sites the company is facing
high market competition which affects its functional ability and production (Antoine,
Allemanand Molenaar, 2019)
Rationale of the Research
The major reason of executing analysis over the aspect of evaluating the impact of increasing
market competition with the integration of social media channels over the performance of
business, is that, it is the most concerned issue in today’s business era as businesses are facing
increasing competition with the integration of social media technologies, therefore, the study is
imperative in increasing significant knowledge and idea in context to the selected study area
(Bray and Woodman, 2019). In addition to this, the another concern of executing the study is the
personal involvement of investigator as the investigator determine to explore own knowledge
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and idea with context to selected study area and also seeking for developing individual as well as
professional skills which aids in attaining expansion in upcoming position. The study mainly
provides grounds to the businesses to analysing the ways to reducing the competition and
increasing the professional ability of the business.
Research Aim, Objectives and Questions
Research Aim
To investigate the impact of increasing market competition with the integration of social
media channels over the performance of business. A study on H&M.
Research Objectives
 To enhance understanding in relation to the aspect of market competition and the
effective social media challenges implementing by the business.
 To access the impact of high market competition over the performance of business.
 To articulate the issues faces by H&M related to increasing market competition.
 To identify the ways that can be opt by H&M to mitigating the issue of increasing
competition due to the emergence of social media marketing.
Literature Review
Review of literature is the most important feature of the study, which is effective in developing
detailed theoretical framework to aid the study in right manner. In addition to this, the literature
review is mainly relay over executing via secondary sources like books, journals, articles and so
on (Dong and Wu, 2015).
The concept of market competition and the effective social media channels implementing by
the business.
According to the view of Hater and James (2021), marketing competition defined as the rivalry
among the business selling related goods and services with main subjective of achieve income,
profits and growth market share. Therefore, the competition in market businesses to develop
sales production through analysing the four aspects of the marketing mix and defined to as the
four P’s. Thus, market competition is a major challenge for the business as organisations are
facing the issue (Brownlee, 2019). However, in the modern business era, due to high
competition in the market, businesses re concern over implementing effective social media tools
like Facebook, Twitter, Instagram, Google+, Pinterest to increasing the operations within market
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