Impact of Strong Social Media Presence on Marketing Strategies of UK Retail Industry

This research project aims to identify the impact of strong social media presence on marketing strategies of UK retail industry, with a focus on Marks and Spencer. The study includes a literature review, methodology, data analysis, and discussion of findings.

Research Project Chapter 1-5
To identify the impact of strong social media presence
on marketing strategies of UK retail industry
Table of Content
Chapter 1 4
INTRODUCTION 4
1.1 Chapter overview 4
1.2 Background information 4
1.3 Problem statement and rationale of the research 5
1.4 Aims, research questions, and objectives 6
1.5 Methodology 6
1.6 Scope and limitation 7
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1.7 Significance of the study for the various reader 8
1.8 Summary 8
1.9 Work structure 9
Chapter 2...............................................................................................................................10
LITERATURE REVIEW 10
The concept of social media marketing within retail industry..................................................10
The types of social media marketing strategy adopted by Marks & Spencer for promoting
offerings....................................................................................................................................12
The importance and impact of strong social media presence on marketing strategies of Marks
& Spencer..................................................................................................................................16
The challenges faced by Marks & Spencer while implementing and adopting social media
marketing strategies..................................................................................................................17
Chapter 3..............................................................................................................................21
METHODOLOGY AND METHODS 21
Research Philosophy.................................................................................................................22
Research Approach...................................................................................................................22
Research Strategy......................................................................................................................23
Choices of Methods ..................................................................................................................23
Data Collection and Analysis ...................................................................................................24
Research ethics..........................................................................................................................26
Chapter 4..............................................................................................................................30
DATA ANALYSIS AND FINDING 30
Chapter 5..............................................................................................................................33
DISCUSSION 33
REFERENCES 37
APPENDIX 40
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Chapter 1 Introduction
1.1 Chapter overview
The present study emphasises on underlining the significance on impact of strong social
media presence on marketing strategies within retail companies. Moreover, in order to critically
evaluate the importance and significance of strong social media presence Marks and Spencer a
leading organization in retail industry has been selected (Zheng, 2021). The first chapter of the
study, introduction emphasise on offering a detailed description in relation of the selected
research topic. Thereby with the help of aim, objectives and questions researcher accomplish the
first chapter in effective manner. Furthermore, in second chapter with the help of literature
review in-depth analysis of research objectives helps in identifying the importance and
significance of strong social media presence on marketing strategy of the company along with
potential strategies as well as challenges. The third chapter of research, research methodology
emphasises on evaluating the methodological approaches that has been selected by investigator
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to fulfil research objectives and question. Furthermore to explore selected research with the help
of primary and secondary data analysis will be done to draw valid research outcome.
Furthermore the fifth chapter of research emphasises on analysing and discussion of the research
aims and objectives which is further being accompanied by chapter sixth in which limitation and
recommendation for further research is being conducted.
1.2.1 Profile of Marks and Spencer (M&S)
The present research is conducted on Marks and Spencer which is major British multinational
retailer in the provinces of London, England, United Kingdom. The organization offers wide
range of products in the segment of clothing, home products, food products etc (Upadhyay, Paul
and Baber, 2022).
1.2 Background information
In today’s business world social media marketing is one of the greatest tool which help
organizations to undertake advantage of various social media platforms as well as websites to
make promotion of their services, products or brands (Zahay, 2021). With the help of taking
advantage of e-marketing and digital marketing organization can dominate the industry with the
help of having wider base of consumer.
Social media has grown significantly over the years and is constantly expanding its sphere
of influence. The retail industry has also become aware of the effectiveness of social media.
Because social media is accessible to almost everyone, products and services can be individually
brought closer to each user of the online community. For customers, the lines between online and
offline are becoming increasingly blurred. Many people using the Internet even when strolling
through the city. Thus, there is huge potential for retailers to achieve a lot with relatively little
effort by picking up customers where they are - on the Internet. Many people today gather
information online before entering a store. An informative, entertaining website is no longer a
luxury, but a standard that consumers simply expect. With a targeted social media strategy,
retailers can create customer loyalty on a new level. The present research is conducted to identify
the significance and impact of strong social media presence on marketing strategies within retail
industry, especially Marks and Spencer, UK.
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1.3 Problem statement and rationale of the research
The problem statement that has been duly identified in the present research is
identification, tthese days, retailer are confronted with the problem to emphasize on a suitable
social media strategy to be more visible and effective on social media platforms. Although,
social media is associated with two-way communication to engage with consumers until recently
less attention has been paid to the effects of customer engagement through this channel by high
street retailers. There are different types of social media platforms which allows organization to
influence consumers perception. In this the present research, researcher will explore the best
possible social media platform through which organization can cost effectively influence the
target consumer base and can conduct their operations effectively (Mukherjee, 2019). In addition
to this, the main rational of the selection of the present research topic is to evaluate the
significance and impact of social media presence on marketing strategies with in retail company.
The present research is rational as it will help in understanding the concept as well as
significance of social media for retail industry. In addition to this with the help of this research
importance of strong social media presence on marketing strategies of organization is also being
discovered. This will help organization to implement effective social media strategy for long
term growth (Zhong, Shapoval and Busser, 2021). The research is rational as it will also benefit
researcher to understand the concept of social media presence and enhance the knowledge of the
selected research topic. This will help investigator in a personal way by enhancing researcher
current level of skill and knowledge such as understanding of the concept and importance of
social media presence on marketing strategy as well as ability to conduct future research in a
more effective manner which will professionally help researcher to gain more growth.
1.4 Aims, research questions, and objectives
The study’s aim is to investigate the significance and impact of strong social media
presence for retailors focusing on marketing mix strategies of M&S.
Research Objectives
 To investigate the concept of social media marketing within retail industry
 To evaluate the significance of social media for the retail industry
 To discern each type of social media marketing strategy adopted by M&S for promoting
offerings
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 To ascertain the importance and impact of strong social media presence on marketing
strategies of M&S
 To examine the challenges faced by M&S while implementing and adopting social media
marketing strategies
Research Questions:
 What is the concept of social media marketing within the retail industry?
 What is the implication of social media within the retail industry?
 What social media marketing strategy M&S currently adopted for promoting offerings?
 What is the importance and impact of strong social media presence on marketing
strategies of M&S ?
 What are the challenges faced by M&S while implementing and adopting social media
marketing strategies?
1.5 Methodology
To fulfil present research aim and objectives investigator is under taking advantage of
quantitative data collection method in which researcher has undertaken the use of positivism
research philosophy (Salem and Salem, 2021). In addition to this, with the help of taking
advantage of deductive research approach researcher is significantly supporting positivism
research philosophy in order to conduct research in effective manner. Furthermore to accumulate
data and information with the help of quantitative method investigator will acquire information
with the help of survey in which use of questionnaire is being undertaken (Park, Im and Kim,
2020).Furthermore, use of primary and secondary data collection method is being undertaken in
present research in which in context with primary research investigator is taking use of
questionnaire to acquire first hand and draw data and further analyse them with the help of bar
charts and tables (Chen and Qasim, 2021).While on the other hand in context with secondary
data collection method investigator will accumulate data and information from books, journals
previously conducted research work etc and further analysed them with the help of literature
review. In addition to this a sample size of 50 respondents has been selected with the help of
random sampling method in which investigator will accumulate data from 50 managers of Marks
and Spencer. The main reason behind taking use of them is respondent is that they are having
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appropriate and authentic knowledge about the selected topic which further helps in enhancing
viability of the present research.
1.6 Scope and limitation
Present research is having wider scope as it is conducted on the impact of strong social
media presence on marketing strategies within retail company. This research helps organizations
in the retail sector such as Marks and Spencer and other small, medium and large scale
organization in retail industry to analyse the significance and impact of social media presence on
marketing strategies within the company (Tuten, 2020).Marketing is one of the most important
operations of any organization irrespective of its size and scope. In the retail industry marketing
plays important role as it allow organization to influence consumers needs and demands towards
organization services, brand and product (Atherton, 2019).It helps in enhancing organization
productivity and growth on simultaneous basis. Thus the research with wider scope will benefit
organization in the retail sector to understand the importance of social media presence on
marketing strategies through which they can influence consumers behaviour and can enhance
company growth. However, there are some certain limitations that can be faced by researcher in
this research these are inclusive of time management, as in order to acquire authentic information
and data researcher needs to invest more time on analysing different sources to acquire
information appropriately this can affect the timely accomplishment of research objectives.
1.7 Significance of the study for the various reader
The present study aimed at discussing the significance and impact of social media presence
on marketing strategies within retail company, Marks and Spencer. In the research concept of
social media marketing and significance of social media for retail industry is being discussed
along with different type of social media strategies that has been adopted by the selected
organization. In addition to this research is also significant as it include importance and impact of
social media presence on marketing strategies of company along with the challenges that has
been faced by organization during the process of adopting social media marketing strategies.
Therefore, the result would help in evaluating the challenges that has affected the organization to
implement social media strategy. At the same time addressing the challenges with the help of
potential problem is also being in depth evaluated in the research. In addition to this with the
help of this research other organisations in the same sector can utilise the strategies and can
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overcome the challenges effectively which will help them to enhance the effectiveness of their
decision making. This research is also beneficial as well as significant for researcher as it helps
in enhancing the understanding level of the impact of social media presence on marketing
strategies within retail industry. Thus, present research would be significant for contributing both
theoretically as well as practically determining the importance as well as significance of social
media presence on marketing strategies for organization within the retail industrial sector.
1.8 Summary
Social media marketing is an important aspect for the organization in any sector as with the
help of having strong social media presence organizations can not only effectively influence
consumers but can also attract them to organization offering (Wennberg and Anderson, 2020).
This significantly benefits companies to assure higher growth and profitability. Chapter first of
this research discusses the significance of research along with the scope and limitations of the
selected methodology with aims objectives and questions (King, 2022).
1.9 Work structure
Chapter 1: Introduction: the chapter provides an introductory overview for the selected topic,
besides the chapter is also associated with underpinning the aims, objectives, and question
Chapter 2: Literature review and theoretical framework: The chapter is based on a critical
review of existing literature based around the selected research topic
Chapter 3: Research Methodology: the section summarises and discusses on the selected
methods and procedures associated with data collection
Chapter 4: Results/Findings: The chapter focus on presenting clear and concise results from the
collected raw data
Chapter 5: Analysis and discussion: This chapter is associated with discussing the findings by
referring to the framed objectives and aims
Chapter 6: Conclusions, Limitations and Recommendations for further research: This chapter
deals with presenting concluding remarks for the study.
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Figure 1.1: Structure of the Dissertation
(Source: Self-Generated)
Chapter 2 Literature Review
2.1 Chapter overview
This part of literature review include chapter overview. Literature review is defined as an
overview of previously conducted work on a particular topic. This is basically a summary and an
evaluation of the current state of knowledge on a particular area of research. With the help of this
investigator can significantly gain familiarity with the current knowledge in the selected field
and also gain understanding of the topic in effective manner. This forms out to be a vital section
of every research project which comprises of analysis and survey of secondary form of data that
is vital and essentially needed to set a framework and base for an investigation.
2.2 Concept of social media marketing within the retail industry
As per the view point of Evans, Bratton and McKee, (2021) social media marketing is defined as
a practice of marketing in which organization undertake use of social media tools and techniques
such as Facebook, Instagram, LinkedIn etc in order to make consumers aware about their
services products and brand. It has been analysed by Fisher, 2016 that in today’s business
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environment social media marketing is a powerful way through which business organization of
all the sizes can significantly reach to prospective consumers. Social media is one of the leading
and growing marketing platforms which is allowing organization to have a remarkable success
and can create devoted brand advocates through which they can drive sales as well as leads in the
market (Reilly and Hynan, 2014). Social media is basically termed as a form of digital marketing
which allow organisations to take use of popular social media network (Nash, 2018). With the
help of this organization can significantly conduct their marketing and branding activities in
effective manner and can fulfil their advertisement objectives in a well defined and effective
manner. It is essential for organizations to gain higher competitive edge. In context with the
retail industry it has been underline that it is inclusive of different organizations those who are
taking advantage of aggressive marketing channels. In this social media proof to be a powerful
tool which helps companies to maintain and optimise their profile and allow them to post picture,
video, story and live videos to represent their brand as well as attract the potential set of
audience. With the help of taking advantage of social media marketing tools and techniques
companies can follow and engage with followers influencer and consumers and can build a
community in an effective manner. With the help of social media marketing organization in retail
industry can significantly maximise their brand awareness among the masses and can influence
larger best of audience (Alves, Fernandes and Raposo, 2016).With the help of this organization
can also attract customers in a well defined and effective manner and can enhance the overall
growth and profitability in the industry. Furthermore it has been underlined that in today’s time
social media marketing is emerging as one of the most highly influential tool, in which
companies with the help of taking advantage of social media and social media networks like
Instagram, Facebook and Twitter can market their products. With the help of this company can
significantly make strong collaboration with influencers and can generate long term connection
with buyers. It is essential for companies in retail industry to conduct social media marketing by
taking advantage of digital tools and techniques, as this is an effective way through which
companies in retail industry can conduct their marketing and advertising operation in cost
effective manner.
In addition to this the help of this company can also influence consumers from different
locations around the world irrespective of geographical location which provide them a significant
opportunity in terms of increasing their overall growth in the industry. Retail industry include
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organization on different scales such a small, medium and large. In this companies on small scale
needs to allocate budget from various sources in which failure of this can lead them to face
numerous financial challenges (Tuten and Solomon, 2017). It has been evaluated that
advertisement plays important role for organization in which they have ability to influence
attention of larger best of audience. In this lack of financial in advertisement can affect
organization in small and medium scale in adverse manner. In this social media marketing
proves to be a powerful tool that help companies on different scales to conduct their operation in
cost effective manner. This provides a significant opportunity to retain consumers for longer
period of time while promoting the company services and products in effective way. This is a
powerful tool through which companies can assure long term growth as well as can enhance their
overall competitive edge in the industry, as social media marketing have tendency through which
companies in retail industry can attract attention of customers from different locations around the
globe and can increase organization sales and profitability.
Thus according to the above mentioned analysis it has been identified that social media
marketing is mainly termed as use of social networks and social media platforms to market
organization services product and brand among the masses. It is a powerful platform through
which company can influence consumer behaviour with the help of promoting content in
attractive manner. This not only help them to drive engagement but also allow organization to
influence attention of different consumers around the world irrespective of geographical location.
2.3 Implication of social media within the retail industry
As per the view point of Hudson et. al., (2015) Social media has done recreated
revolution in nearly all industry by making improvement in the channel for communication. This
platform benefited various organizations which allows them to assure higher growth and
profitability. In this it has been underlined that the retail sector has experienced notable
advantages with the help of social media such as Twitter, Facebook, Google plus, LinkedIn etc
which provided advantages to companies in this segment to create a community which help the
retail industry to significantly promote the business. With the help of social media retailers
develop direct contact with consumers in which they get an opportunity to directly contact with
customers to overcome the queries, enquiries and complaints in easy manner. Social media also
offered significant opportunity to retailer in the industry in terms of instant messages as it
provided them an opportunity to pass information in a quick manner even in the case of crisis.
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For example Twitter is among one of the most efficient form of social media platform which
provided benefit to retailers in the industry too quickly spread the information within 140
characters. This outline that social media significantly offered an advantage to retailers in the
industry to communicate the important message in a quick and effective manner. In addition to
this implication of social media with in the retail industry also aloud employer to undertake use
of best medium to conduct promotional activities. With the help of social media platform
retailers have an advantage to promote the services and products in a quick manner. With the
help of taking use of various digital sites retailers can take use of marketing and campaigning
promotions as a systematic way to communicate properly. Furthermore social media also have
implication within the retail industry in terms of consumer loyalty, as social media platform
facilitated retailers in the industry to publish strong communication network with consumers and
resolve there queries and issues quickly. It helps in building consumer loyalty in a compelling
manner. Along with this social media also aid within the retail industry in terms of facilitating
retailers to have proper understanding of market. With the help of this retailers can have proper
understanding of the success and failure of products in market (Nash, 2018).Along with the
knowledge of competitors through which they can enhance their competitive rivalry. Social
media duly reserve its importance and implication for retail industry since individual tend to
undertake use of social media networks for seeking recommendation for the services and
products. Thus it is important for today’s retail marketplace to develop an attractive presence in
the social media. With this retailers can significantly keep track on the consumer perceptions and
can evaluate their behaviour. In addition to this social media can be duly undertaken as a way to
locate opportunities in market by searching use of write keywords. Furthermore it has been
underlined that with the help of social media retailers have an opportunity to get connected with
customers in a friendly way.
From the above analysis it has been underlined that the rise of social media provided
significant benefit to small, medium and large scale organization. Companies in the retail
industry can alter their operational strategy and can adopt social media in different ways. The
implication of social media with in retail sector brought various advantages such as easy
communication with consumers in a new way. The social media website as well as application
allowed retailers to undertake advantage of online communities to share content such as personal
message, videos, ideas, pictures and other information about themselves. With the help of this
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platform businesses are constantly finding a new way to make implication of marketing strategy
and conduct branding in efficient way. Social media significantly open up a new level of
dialogue between consumers and businesses. With the help of this platform detailers have
opportunity to drive their sales efficiently and assure leading growth and profitability in the
industry.
Social media marketing strategy M&S currently adopted for promoting offerings
According to the viewpoint officer, (2016) social media is one of the most important and critical
component in today’s market environment as shoppers are becoming more aware about this
services and products they are expecting business organization to match their standards as well
as expectations in a well defined and effective manner. Social media offers wide range of
alternative for organizations to provide maximum services and facilities to customers and
develop connection. This helps in driving sales M&S is operating its roles and responsibilities in
a highly competitive business environment where they are undertaking use of social media
marketing strategy for promotion offering in order to drive sales growth and profitability in the
industry. It has been underlined that Marks and Spencer is one of the popular and top retail
chains in the world best out of UK. The portfolio of this company is inclusive of products and
services of all age group in which company utilise social media marketing strategy to promote
them in the masses. The company undertake use of digital commerce 360 and company’s official
website. With the help of this enthusiastic channels company is providing online shopping
experiences to consumers. In addition to this Marks and Spencer is also undertaking use of
different forms of social media platforms such as Instagram, Facebook, Twitter to influence
consumer needs and demands.
Instagram
Instagram is one of the leading social media platforms that has been adopted by Marks
and Spencer as their social media strategy. With the help of this platform company undertake use
of Instagram live posting videos short stories etc in order to influence customers viewpoint. In
addition to this organization with the help of Instagram platform is sharing a wealth of content
through their own account (Dwivedi, Kapoor and Chen, 2015).Furthermore it has been
underlined that the organization is sharing material to grab maximum attention of younger
people. With the help of this social media strategy company is not only influencing consumers
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based in the provinces of United Kingdom, but it is also influencing needs and demands of wider
base of customers from different locations around the world.
Facebook
In order to stay competitive in this modern business environment organization needs to
rely on different social media platforms. In order to conduct social advertising M&S undertake
use of Facebook to conduct easy effective and enjoyable promotional offering. With the help of
this platform company is taking huge of automate personalization facility to create more ads in a
faster smarter and better manner. This platform is also allowing organization to deliver a
platform opportunity to fulfil consumers needs and demands. Facebook is a form of social media
marketing channel which have potential to grab attention of larger base of audience. In addition
to this it has been underlined that Facebook is among the largest social media sites in which
more than 2 billion people are using the social media platform every month. Furthermore it has
been underlined that approximately more than 200 billion businesses undertake advantage of
Facebook tools to conduct their promotions and advertising. With the help of this social media
strategy M&S undertaking use of sharing images, text, video, content and stories and undertake
use of Facebook algorithm in order to spark conversation and include mini full interaction with
consumers.
Social media website
Marks and Spencer is undertaking use of their official social media website in order to
provide services and facilities to customers. With the help of different portfolio for all the age
group company provide ease of flexibility to customize in which consumers can filter products as
per the need. In this form of social media strategy M&S provide personalization suggestions to
customers in order to make their shopping experience more feasible. Furthermore, the company
regularly provide discounts and other attractive opportunities for consumers. This social media
marketing strategy is playing significant role for company growth which delivers them to assure
hire sales.
Twitter
Twitter is among one of the widely recognised social media platform in which Twitter
users love to post news sports entertainment politics and most. This is different social media
platform from other social media sites, as it strongly emphasise on real time information. With
the help of this platform M&S is taking use of alternate consumer service channel in order to
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provide social consumer service this platform help company to enhance their brand visibility in
the market.
YouTube
In order to deliver higher sales and influence needs and demands of consumers M&S is
under taking advantage of YouTube which is a video sharing platform in which users can watch
billion hours of videos everyday (Ashley and Tuten, 2015).This is among the second largest
social media sites in which M&S undertake of video marketing to promote the services and
products. This strategy is being implemented by company to promote their brand and it offers
organization a significant way to influence attention of wider base of customers to increase
consumers reach.
From the above analysis it has been stated that is one of the leading organizations which
is undertaking use of different social media marketing strategy for promotional offerings. The
company is undertaking use of different other social media platforms such as Snapchat, Pinterest,
Skype, LinkedIn to conduct promotional offerings. These social media strategies are providing
consumers a better way of enhance their shopping experience which is helping company to drive
sales in a better me.
Importance and impact of strong social media presence on marketing strategies of M&S
According to the viewpoint of Constantinides, (2014) social media has become one of the most
important and influential virtual space, where this platform is not only allowing individuals to
have social networking but it is also providing a great way for organization to digitally advertise
their services, products and brands. Social media power is significantly commendable as it allow
organization to reach a larger number of consumers in time effective manner. It not only helps in
reducing organization advertising and promoting cost but it also offers m advantage to reach out
to the potential audience with the help of social media advertising. Approximately more than
60% of the world population are taking use of different social media platforms. Acquiring brand
mindfulness and memorability is one of any business most significant promoting objectives. That
is on the grounds that customers need to purchase brands they perceive. Numerous customers
even have specific levels of brand reliability, which prompts long haul business benefits.
Fortunately, virtual entertainment takes into account simple and compelling brand building.
Online entertainment has an advantage over conventional media since it can get your image
before individuals significantly more rapidly and without any problem. Moreover, it gets
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company crowd taking a gander at M&S brand in any event, when they are not contemplating
brand or item. Utilizing virtual entertainment is an extraordinary method for sharing
organization's image's main goal and offer stories. Compelling narrating enormously affect M&S
brand's picture. These accounts can be basic or broad relying upon your thought process will be
best. It has been underlined that clients currently anticipate that organizations should deal with
their solicitations through online entertainment. A solid interest in client care can fabricate
significant connections among organization and clients. With web-based entertainment, the test
of client care stays as requesting as it had previously. Online entertainment takes into account
quick communication and client criticism. Organizations can likewise answer their clients
immediately. Web-based entertainment showcasing can help with sending clients
straightforwardly to organization website. Web indexes are perfect, however being excessively
dependent on list items implies passing up a lot of expected traffic. Web-based entertainment
channels consider more different inbound traffic streams. However digital marketing leaders are
perfect for getting traffic to M&S site in which they consider what to post, yet how frequently to
post also. Social offers colossal potential for client commitment, an essential objective for some
advertisers and a positive impact on clients' choices to purchase from a brand (Tiago and
Veríssimo, 2014). M&S consistently respond and take part in two-manner correspondence with
buyers are better prepared to serve their clients' necessities, dial up personalization and refine
their substance such that manufactures further associations with clients. This enhances
organization and opportunity to reach to the maximum number of potential buyer as compared
with the traditional advertising measure. In this in context with M&S it has been analysed that
social media presence is having positive impact on marketing strategies of the company. It is also
providing company competitive edge to enhance their consumer base within a small budget.
With the help of this advertising strategy M&S is connecting and engage with potential
consumers with the help of different social media platforms like Facebook, Twitter, YouTube,
Instagram and others. It has been underlined that social media presence is impacting on
marketing strategy of M&S in terms of building brand awareness. With the help of this company
is leveraging the voice of their employees to extend their brand and connect with number of
consumers. It is also having a significant importance on companies marketing strategy in terms
of generating leads, as with the help of social media platform company is creating many phone
conversation as well as engagement with the help of posting videos, news and interesting trends.
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This is not only allowing organization to build credibility with tension consumers but it is also
creating a positive impact on company sales and growth.
Furthermore it has been underlined that strong social media presence is also having direct
positive impact on marketing strategies of M&S, in terms of connecting social post to
opportunities as with help of this tool leaders are driving consumer post to their CRM to
understand consumers in more effective manner. Social media platforms allowing the company
to undertake use of management tools in order to track key performance metrics (Al-Neamaand
Kerbache, 2018).This is providing organization to measure their marketing efforts and enhance
their overall sales and growth. In addition to this it has been underline that social media is also
creating opportunity for M&S marketing strategy and playing an important role in terms of
building brand authenticity. It is also allowing organization to grow their audience build a
community in generate unique content at scale by staying top of mind with key people. Thus
from the above analysis it has been stated that social media is playing important role for
marketing strategies of M&S as with the help of this platform company is driving its sales as
well as growth in efficient manner.
Challenges faced by M&S while implementing and adopting social media marketing strategies
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Figure 2.1: Elements of the marketing organization
Source: Hult, 2011).
According to the viewpoint of Tiago and Veríssimo, (2014) in the modern business environment
social media is holding powerful segment which provided organization advantage in various
ways. It is important for organisations frame strategies as per the changing technological and
social trends which is somehow very challenging in this companies like M&S faced certain
difficulties in strategy formulation, allocation of time and budget and ROI measurement. There
are some certain challenges that has been faced by M&S while implementing and adopting social
media marketing strategies some of these are being Julie defined below:
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 M&S has faced challenges in terms of lack of connection across departments mission for
company to use social media team in which it is essential for company to align the team
with other departments. In this process M&S faced difficulties to develop communication
between different departments which affect their ability of implementing social media
strategies in workplace in effective manner. In this company is required to hire new talent
in order to adopt core team to the challenge that social media face. In addition to this
M&S is also needed to develop strong relationship ties between sales, research and
development, human resource, consumer service another department while creating
marketing goals. In this strong communication and collaboration will help company to
overcome this challenge.
 The other challenge that has been faced by M&S while adopting and implementing social
media marketing strategy is inclusive of identifying the right platform. It is important for
organization to select a platform which will provide them and effective advantage. In this
company has faced the challenge of determining the right platform that will help them to
enhance their marketing efforts effectiveness and will provide them greater return there
are number of platforms such as Facebook, YouTube, Instagram, tik T.O.K, Snapchat. In
this investing in the wrong platform not only exhaust company budget but also lead them
to waste company time (Constantinides,2014).However in order to overcome this
challenge eminence needs to establish personal connection with consumers company
need to invest on social media platform according to the potential audience reach by
evaluating demographic add ghost audience reach lead generation and traffic potential.
 In addition to this it has been underlined than the other challenge that has been faced by
M&S while implementing adopting social media marketing strategy is inclusive of lack
of creative content ideas as compared to other rivals in industry. The company is facing
entrance competitive rivalry from other competitors in the industry such Zara, Primark
etching this it is essential for organization to come up with fresh ideas as per the
environment in this lack of creative content ideas affects organization to draw attention of
consumers to overcome. In this company needs to invest on social listening tools to
uncover conversation and content that the target audience is currently buzzing about. In
addition to this company also needs to collaborate with creators or brand advocates in
order to drive engagement.
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From the above analysis of different authors viewpoint articles and research it has been
underlined that social media is among one of the most powerful marketing tool in the retail
industry. In this with the help of social media platforms retail industry can assure long term
growth higher competitiveness increase in sales and consumer satisfaction. With the help of
taking advantage of Instagram, Facebook, social media website, Twitter, YouTube M&S is
attracting attention of consumers which is playing significant role in terms of enhancing
companies market reach. However there are certain challenges that company is currently facing
such as lack of creative content ideas challenges in finding right platform and lack of
communication across department. In this with the help of investing in social media tools
techniques and driving collaboration organization can overcome these challenges and can
enhance effectiveness of their social media marketing strategy effectiveness for long term growth
and sustainability.
Chapter 3: Research Methodology
3.1 Chapter overview
This chapter explains and defends the way the researcher conducted the overall research. This is
basically a systematic and logical plan that helps in resolving a research problem selected in the
research. It justifies the research methodology that underlines this study. It is inclusive of details
regarding sampling, data collection and analysis methods, that researcher is aiming towards to
include in research to assure reliable and valid outcomes in order to address the research
20

objectives and aims (Panneerselvam, 2014). This aspect of researches inclusive of data which is
needed to be collected and from the sources. Research methodology duly provides research
legitimacy and offer scientifically sound finding. It also offer detailed plan which helps
investigator to keep research on track with the help of undertaking smooth progress in
manageable an effective manner. In context with present research investigator is taking use of
proper understanding of research method and approaches to reach to the valid conclusion. With
the help of selecting appropriate method investigator is aiming towards to have a specific plan to
follow throughout the research. With the help of selecting suitable research methods and
techniques researcher will select the correct method for the objectives. Mentioned below the
methods and techniques of research methodology that investigated is selecting to execute the
present research is being in depth evaluated that will help investigator to conduct research in
appropriate manner.
This sections forms a vital part of every research work which provide vital information
about the selection and choice of research method from a set of various approaches and method
of research to conduct an investigation and research work in a more viable and effective manner
Saunders et al. (2009) research onion model has been used to structure this chapter. In addition,
it includes the ethical principles the author adhered to throughout the research.
Figure 3.1: Research Onion
21

Source: https://15writers.com/research-onion/
3.2 Research Philosophy
Research philosophy is basically associated with knowledge, assumption, and nature of study. In
simple terms this aspect of research methodology mainly deals with specific way of developing
knowledge. It lays the basis for the way in which data about a phenomenon is needed to be
collected, analysed, and used (Snyder, 2019). The researcher’s assumptions duly serves as a base
for the research strategy. There are different forms of research philosophy which is inclusive of
positivism, realism, interpretivism and pragmatism. In context of the present research positivism
was adopted because factual knowledge is gained via collecting numerical data and interpreting
them in an objective manner.
3.3 Research approach
Research approach plays important role as it is based on the nature of the research problem
which is being addressed (Gupta and Gupta, 2022). The main forms are inductive and deductive
reasoning which distinguish qualitative research and quantitative research (Taherdoost, 2016).
Inductive research approach revolves around the search of pattern from observation as less
development of explanation. In context to this approach research begins by accumulating data
which is relevant to the topic of interest. After the appropriate collection of data the researcher
will then conduct evaluation from the data collection. The inductive approach is basically a
22

systematic process to evaluate qualitative data that helps in analysing and guided by the specific
evaluation objectives. The inductive research approach allow flexibility attend closely to contacts
and further supports the generation of new theory. On the other hand, deductive research
approach starts with developing hypotheses derived from an existing theory about a phenomenon
and test if that theory is valid in given circumstances. Hence, it is bottom of approach in which
deductive reasoning is being done.. Deductive approach plays important role as it helps
investigator to think logically and undertake meaningful discussion. The deductive research
approach was employed to coordinate with positivism research philosophy to achieve the
research objectives in an appropriate manner.
Research strategy
There are various forms of research strategies that can be utilised by researcher (Ørngreen and
Levinsen, 2017). These are inclusive of survey, experiment, action research, case study,
grounded theory, cross sectional studies etc. Survey research strategy includes different data
collection methods such as qualitative method using interview technique and quantitative method
using questionnaire technique. Questionnaire was selected because it is a practical, fast, and cost-
effective way to generate a large amount of data from many respondents.
Choices of method
With the help of appropriate research method investigator can have an integral part of
research design that helps in planning the methods and accumulating data (Al Kilani and
Kobziev, 2016). To fulfil research objectives there are different forms of data collection method
such as qualitative and quantitative methods. In quantitative research the investigator will collect
and analyse information in statistical valid way. The primary reason behind selecting this method
is to draw result of quantitative analysis in easy manner in a standardised way.
Questionnaire design
Objective 1: To investigate the concept of
social media marketing within retail industry
QQ To investigate the concept of social media
marketing within retail industry
23

Objective 2: To evaluate the significance of
social media for the retail industry
Data collection and analysis
There are different type of data collection method and analysis technique which help investigator
to conduct research in appropriate manner (Kumar, 2018). These methods are inclusive of
primary and secondary source. Primary data was collected through questionnaire technique from
method investigator is aiming towards to accumulate original information by collecting them for
the purpose of answering the research question with the help of survey. In this investigator will
acquire data with the help of a questionnaire in which certain respondents will be selected.
Investigator has undertaken use of primary data collection method in veg data has been collected
and analysed with the help of critical thinking skill of investigator. In this with the help of taking
use of Microsoft Excel investigator evaluated and analyse the collected data in terms of bar
graphs and tables. The questionnaire has been distributed to respondents via online medium as it
provides easy access. With the help of taking use of this data collection method investigator
assure to accomplish research objectives in a well defined and effective manner. Secondary data
was collected from previously conducted studies, government census, books, journal articles. In
combination with primary data analysis it allows to synthesise knowledge in effective manner. In
context with primary method investigator is taking advantage of this to collect answer on specific
research question. It helps in having ability and control over the sampling as well as
measurement method. While on the other hand in context with secondary method investigator is
taking advantage of this in order to conduct easy and faster way to access data and collect
information that spans longer time scales along with broader geographical locations (Opoku,
Ahmed and Akotia, 2016).
Primary data was analysed In context with data analysis in terms with secondary method
investigator will analyse data with the help of literature review. While in context primary method
with the help of survey investigator will understand general characteristics of a population with
having in depth understanding of the topic with the help of questionnaire and will analyse the
collected facts and figures with the help of charts and table.
24

Sampling
A sample is defined as a smaller set of data of the population under investigation, in this it is
essential for researcher to select efficient method to conduct research. Sampling method are
mainly differentiated into two distinct approaches such as non-probability sampling and
probability sampling method (Flick, 2015). Probability sampling method is defined as selection
of sample from a population. This selection is mainly based on principle of randomization.
However it has been evaluated that probability sampling is comparatively more complex and
more time consuming it usually cost more as compared to the non-probability sampling. Non-
probability sampling this is a method of selecting units from a population by taking use of
subjective method; thus, not everyone gets a chance to take part in the study.. This method is
comparatively easy, fast as well as inexpensive way to obtain data. The investigator has taken
advantage of random sampling method resulting in a sample size of 35 M&S employees. It helps
in reducing sample bias and allow investigated to selected respondents from diverse population
(Taherdoost, 2016).
Validity and Reliability
Present research has been conducted by investigator by assuring that all the validity and
reliability prospects has been completely followed. In this researcher duly assure validity as well
as reliability of the present research. In this investigator aim towards creating a strong research
design selected appropriate methods as well as samples. In addition to this proper conduction of
research has been undertaken with the help of careful in consistent way. Along with this in the
methodology chapter investigator undertaken all methods by analysing their advantage and
disadvantage to the research. It helps in evaluating and implementing the validity and reliability
aspects in the research. Furthermore use of proper tools and instruments to collect data and
analyse them has been assured which help in accomplishing research with proper validity as well
as reliability. In addition to this investigator also assure that resort does not cause unnecessary
expenses. In this with the help of taking use of cost effective methods investigator conducted the
research in appropriate way.
Ethics:
25

Ethics plays important role for research which helps investigator to execute research in an
efficient basis. The author adhered to the BERA code of ethics. In addition to this investigator
complied with the provision of Data Protection Act to maintain privacy of the collected data.
Along with this respondent’s consent was taken.. Potential respondents have been informed
about the purpose of the research. Furthermore, participants were informed about the right to
withdraw from research at any time without explanation.
Summary
In this chapter investigator has presented a detailed account of the research philosophy in
which appropriate research methodology and strategy has been selected. This study is
underpinned by positivism in which questionnaire was selected as a survey research strategy. All
the selected methods are described in detail. These methods help the investigator to reach out to
the valid conclusion in time effective manner and to conduct research efficiently.
Questionnaire
Q1) Do you have understanding of the concept of social media marketing in context to
business?
a) Yes
b) No
c) Neutral
Q2) As per your view point, social media marketing is important for organisation growth
and development?
a) Yes
b) No
c) Neutral
Q3) According to your view point, does social media marketing helps in improving brand
awareness of company in retail industry?
a) Yes
26

b) No
c) Neutral
Q4) As per your opinion, social media marketing strategies help in enhancing overall sales
and profitability of M&S in retail industry?
a) Yes
b) No
c) Neutral
Q5) What is the significance and impact of strong social media presence for retailors
focusing on marketing mix strategies of M&S?
a) Positive
b) Negative
c) Neutral
Q6) According to you, what is main reason that had made implementation of social media
marketing strategies important for M&S?
a) Increase brand awareness
b) Drive website traffic
c) Boost brand engagement
d) Generating new leads
e) Grow revenue
Q7) According to your view point, what are the social media marketing strategy adopted
by M&S for promoting offerings in retail industry?
a) Facebook
b) Instagram
c) Twitter
27

d) SEO
Q8) What is the importance and impact of strong social media presence on marketing
strategies of M&S?
a) Building trust and loyalty among consumer
b) Better relationship with audience
c) Increase in competitive edge
d) Higher conversion rate
Q9) What are the challenges faced by M&S while implementing and adopting social
media marketing strategies?
a) Lack of connections among departments
b) Identifying the right platform
c) Understanding the right audience
d) Creating fresh content
e) Lack of resources
Q10) According to you, what are the potential social media marketing through which
M&S can increase productivity and efficiency in retail industry?
a) Facebook
b) Instagram
c) Twitter
d) SEO, content and influencer marketing
Q11) What is the most appropriate benefit of social media marketing for M&S?
a) Increase in sales
b) Enhances ROI
c) Better consumer reach
28

Q12) Provide some recommendation, M&S to implement social media marketing
strategies to enhance social media presence in retail industry.
Chapter 4:Data Analysis and Finding
Demographic characteristic of respondents:
These respondents are employees of M&S. These are selected with the help of random
sampling method. The main reason behind selecting them is that they are having wider base of
knowledge associated to the concept which help in completing reason with authentic
information.
Q1) Do you have understanding of the concept of social media marketing
in context to business?
Frequency
a) Yes 27
b) No 5
c) Neutral 3
Q2) As per your view point, social media marketing is important for
organisation growth and development?
Frequency
a) Yes 25
b) No 7
c) Neutral 3
Q3) According to your view point, does social media marketing helps in
improving brand awareness of company in retail industry?
Frequency
29

a) Yes 24
b) No 10
c) Neutral 1
Q4) As per your opinion, social media marketing strategies help in
enhancing overall sales and profitability of M&S in retail industry?
Frequency
a) Yes 18
b) No 7
c) Neutral 10
Q5) What is the significance and impact of strong social media presence
for retailors focusing on marketing mix strategies of M&S?
Frequency
a) Positive 20
b) Negative 10
c) Neutral 5
Q6) According to you, what is main reason that had made implementation
of social media marketing strategies important for M&S?
Frequency
a) Increase brand awareness 7
b) Drive website traffic 9
c) Boost brand engagement 10
d) Generating new leads 6
e) Grow revenue 3
Q7) According to your view point, what are the social media marketing
strategy adopted by M&S for promoting offerings in retail industry?
Frequency
a) Facebook 12
b) Instagram 7
c) Twitter 10
30

d) SEO 6
Q8) What is the importance and impact of strong social media presence
on marketing strategies of M&S?
Frequency
a) Building trust and loyalty among consumer 8
b) Better relationship with audience 9
c) Increase in competitive edge 9
d) Higher conversion rate 9
Q9) What are the challenges faced by M&S while implementing and
adopting social media marketing strategies?
Frequency
a) Lack of connections among departments 8
b) Identifying the right platform 6
c) Understanding the right audience 9
d) Creating fresh content 5
e) Lack of resources 7
Q10) According to you, what are the potential social media marketing
through which M&S can increase productivity and efficiency in retail
industry?
Frequency
a) Facebook 9
b) Instagram 9
c) Twitter 8
d) SEO, content and influencer marketing 9
Q11) What is the most appropriate benefit of social media marketing for
M&S?
Frequency
a) Increase in sales 12
b) Enhances ROI 15
31

c) Better consumer reach 8
Q12) Provide some recommendation, M&S to implement social media
marketing strategies to enhance social media presence in retail industry.
Chapter 5: DIscussion
Theme 1 Understanding of the concept of social media marketing in context to business
Q1) Do you have understanding of the concept of social media
marketing in context to business?
Frequency
a) Yes 27
b) No 5
c) Neutral 3
Interpretation
According to the above graph it has been stated that 27 out of 35 respondence raver with
the concept of social media marketing in context to business according to these respondence
viewpoint social media marketing is inclusive of various platforms such as Facebook Instagram
Snapchat etcetera which organization undertake as per their needs and wants to create awareness
among the masses associated to the organization services and products these respondents also
32

said that in order to sustain in this modern business environment social media marketing plays
crucial role as it provides business organization wider range of benefits through which they have
tendency to generate higher revenue and sales while on the other hand remaining 5 respondents
out of 35 did not agree with this concept as they did not have any form of understanding about
this concept of social media marketing in relation to business while remaining 3 respondents out
of 35 were neutral
Theme 2 Social media marketing is important for organisation growth and development
Q2) As per your view point, is important for organisation growth and
development?
Frequency
a) Yes 25
b) No 7
c) Neutral 3
Interpretation
According to the above graph it has been said that 25 out of 35 respondents are agreed
with that fact that social media marketing is important for organization growth and development.
According to these respondents viewpoint social media marketing allow business organization to
have a positive impression through a humanisation factors. These respondents also said that in
order to create awareness among the masses associated with organization services and products
33

social media marketing provides an effective opportunity through which organization can
improve their search engine ranking and can increase brand awareness among the masses. With
the help of this business can significantly enhance their overall ability to attract attention of
consumers. Furthermore it has been underlined that respondent’s also said that social media
marketing is important for organization growth and development as it provides authenticity cost
effectiveness and also compliments advertising. With the help of this platform organization can
undertake there advertising in relatively cost effective manner and can have flexibility to track
the activities. In addition to this it has been underlined at 7 out of 35 respondents did not agree
with this fact and other 3 respondents out of 35 were neutral.
Theme 3 Social media marketing helps in improving brand awareness of company in retail
industry
Q3) According to your view point, does social media marketing helps
in improving brand awareness of company in retail industry?
Frequency
a) Yes 24
b) No 10
c) Neutral 1
Interpretation
According to the above graph it has been analysed the 24 out of 35 respondents are aware
with the concept of the point that social media marketing helps in making improvement in brand
34

awareness of company in retail industry. According to these responsive point in terms with retail
industry consumers expectations are dynamically changing they are demanding for unique and
innovative products and services which influence their attention. In this social media marketing
plays crucial role that helps organization to influence consumer mindset in attractive way.
According to these respondents nowadays ease of internet provide access to organization through
which they can connect with different consumers around the group irrespective of the
geographical location. This helps them to have a significant portion through which they can
enhance their growth. While remaining 10 respondents out of 35 did not agree with this fact as
these respondents said that social media marketing is among one of the causes which is
increasing overall budget of company and is creating complexity in conducting advertising and
marketing activities which is affecting their other aspects. At last 1 respondents out of 35 were
neutral.
Theme 4 Social media marketing strategies help in enhancing overall sales and profitability
of M&S in retail industry
Q4) As per your opinion, social media marketing strategies help in
enhancing overall sales and profitability of M&S in retail industry?
Frequency
a) Yes 18
b) No 7
c) Neutral 10
35

Interpretation
According to the above graph it has been said that 18 out of 35 respondents are agree
with the fact that social media marketing helps in enhancing overall sales as well as profitability
of M&S in retail industry. These respondents said that with the help of strategies of social media
marketing companies and conduct cost effective marketing which provides them an opportunity
to generate higher revenue and sales. In addition to this social media marketing is also an
influential tool which helps organization to attract attention of customers in any country around
the globe. It also provide them an opportunity to conduct monitoring of their advertising status
which helps them to implement various changes accordingly. Furthermore these respondents also
said that social media strategy in today’s world is playing a crucial role in building engage
communities it helps organizations to have better service and improve audience insight. With the
help of this company’s can also increase conversion rate run can improve consumer engagement
as well as brand loyalty. While remaining 7 respondents out of 35 were neutral. According to
these respondents traditional form of marketing strategy is important for organization as it helps
them to attract consumers. Remaining 10 respondents out of 35 were neutral as they did not have
understanding about the concept of social media marketing.
Theme 5 Significance and impact of strong social media presence for retailors focusing on
marketing mix strategies of M&S
Q5) What is the significance and impact of strong social media Frequency
36

presence for retailors focusing on marketing mix strategies of M&S?
a) Positive 20
b) Negative 10
c) Neutral 5
Interpretation
Social media marketing is a powerful tool in today’s business world as it acts as an
effective form of marketing platform which provides advantages in various forms such as
increase in sales, connectivity, consumer service, building relationship etc. Social media is
mainly used for social interaction access to information and decision making. With the help of
various social media platforms organization can have valuable communication tool through
which they can share and spread information associated to the services products and brands.
Social media is important for companies growth and profitability as it provides them various
opportunities to attract attention of consumers. From the above graph 20 out of 35 respondents
said that there is a significant positive impact of social media presence for retailer as it helps in
maximising marketing strategy for M&S. While remaining 10 respondents out of 35 said that
there will be a negative impact. According to these respondents viewpoint with the use of social
media marketing company needs to invest lot of time on tracking social marketing activities
37

which affects the other operations and impact on overall growth in sales of company. While
remaining 5 respondents out of 35 were neutral.
Theme 6: Main reason that had made implementation of social media marketing strategies
important for M&S
Q6) According to you, what is main reason that had made
implementation of social media marketing strategies important for
M&S?
Frequency
a) Increase brand awareness 7
b) Drive website traffic 9
c) Boost brand engagement 10
d) Generating new leads 6
e) Grow revenue 3
Interpretation
38

According to the above Graham 7 out of 35 respondents said that the main reason that had made
implication of social media marketing important for Eminem’s is increase in brand awareness
according to these respondence viewpoint in order to stay competitive in this business
environment social media marketing is crucial tool with the help of different forms of social
media strategy such as content marketing campaigning organization have tendency to increase
brand awareness among consumers related with production services that company is serving
these respondents also said that social media strategy is necessary for organization to compete in
this modern environment where there is a stiff competition among the companies while
remaining 9 respondents out of 35 were in the favour of driving website traffic these respondents
said that to influence consumers and increase consumer engagement social media marketing
strategies is essential for a minute other 10 respondents out of 35 said that boost in brand
engagement is also the main region that has made implementation of social media marketing
strategies essential for Ms these respondents said that brand engagement helps organization to
increase sales market share and consumers engagement furthermore 6 respondents out of 35
were in the favour of generating new leads at last other 3 respondents out of 35 said that the main
reason that had made implementation of social media marketing strategies essential for M&S is
guru revenue these respondents at that in order to increase overall sales of organization social
media marketing strategies essential which helps them to acquire larger number of consumers
which helps organization to increase overall revenue
Theme 7: Social media marketing strategy adopted by M&S for promoting offerings in
retail industry
Q7) According to your view point, what are the social media
marketing strategy adopted by M&S for promoting offerings in retail
industry?
Frequency
a) Facebook 12
b) Instagram 7
39

c) Twitter 10
d) SEO 6
Interpretation
From the above graph it has been stated that 12 out of 35 respondents said that Facebook
is the social media marketing strategy that has been adopted by Ms to promote offerings in retail
industry according to these respondents viewpoint the companies taking advantage of Facebook
to conduct various campaigns in which they are sharing posting in generating new content on
day to day basis which is helping them to generate awareness among the masses this strategy is
also providing organization a successful advantage which is helping them to increase awareness
among the masses furthermore remaining 7 respondents out of 35 said that Instagram is the
social media marketing strategy that Eminem is adopted for promoting their services product and
brand in the retail industrial sector pamur remaining 10 respondents out of 35 were in the favour
of Twitter these respondents said that Twitter is a platform which helps in engaging wider best of
consumers from different graphical locations around the globe with the help of the strategy mnss
making promotion of a product and services getting apart unity to attract wider best of
consumers while remaining 6 respondents out of 35 were in the favour of seo
40

Theme 8: Importance and impact of strong social media presence on marketing strategies
of M&S
Q8) What is the importance and impact of strong social media
presence on marketing strategies of M&S?
Frequency
a) Building trust and loyalty among consumer 8
b) Better relationship with audience 9
c) Increase in competitive edge 9
d) Higher conversion rate 9
Interpretation
According to the above graph it has been stated that 8 out of 35 respondents said that
building trust and loyalty among consumers is the importance and impact of social media
presence on marketing strategy. According to these respondents said that with the help of social
media presence on different platforms M&S is taking advantage of trust and loyalty among the
masses which is increasing effectiveness of its marketing strategy. This is also helping
organization to generate lead and increase organization positive image in the market.
Furthermore it has been underlined that other 9 respondents out of 35 were in the favour of better
41

relationship with audience. These respondents said that the impact and importance of strong
social media presence on marketing strategy of M&S is developing stronger relationship ties
with audience which is helping them to have a loyal base of consumers effectively. Other 9
respondents out of 35 were in the favour of increasing competitive edge. According to these
respondents few points strong social media presence on marketing strategies of M&S is
providing them an advantage to generate competitive image in the market which is providing
them significant advantage to grow. At last remeaning 9 respondents out of 35 were in the favour
of higher conversion rate.
Theme 9: Challenges faced by M&S while implementing and adopting social media
marketing strategies
Q9) What are the challenges faced by M&S while implementing and
adopting social media marketing strategies?
Frequency
a) Lack of connections among departments 8
b) Identifying the right platform 6
c) Understanding the right audience 9
d) Creating fresh content 5
e) Lack of resources 7
42

Interpretation
According to the above graph 8 out of 35 respondents said that the major challenge that
has been faced by M&S the process of implementation and adoption of social media marketing
strategy is lack of communication among departments. These respondents said that due to
communication gap they were connections which lagged among the departments of M&S which
is creating challenges in front of company to adopt and implement social media marketing
strategies as it is creating gap among the employees which is affecting organization ability to
adopt social media marketing strategies successfully. Remaining 6 respondents out of 35 said
that identifying the right platform is the major challenge that has made M&S to face problems in
the process of implementation in adoption of social media marketing strategies. These
respondents said that it is essential for organization to select the right platform as to invest in the
same to grow major outcomes. Lack of ability to find the right platform to increase consumer
awareness is creating M&S to face the challenges like over expenses in advertising and
marketing which is causing adverse impact on other activities. While remaining 9 respondents
out of 35 were in the favour of understanding the right audience. These respondents said that the
major challenge that has been faced by M&S during adopting and implementation process of
social media marketing strategy is finding the right audience among the product and services can
be promoted. This affected company 2 make proper investments of budget and roles and
responsibilities. This is also affected organization in terms of wastage of funds. Furthermore 5
43

respondents out of 35 were in the favour of creating fresh content. According to these
respondents, now today’s consumer wants to get attracted by unique and creative content in this
company face challenges due to lack of understanding among employees which affected them to
influence consumers effectively. At last remaining 7 respondents out of 35 were in the favour of
lack of resources. These respondents said that due to lack of communication skill gap among the
employees face the challenge of lack of resources which affected them to implement social
media marketing strategy successfully.
Theme 10: Potential social media marketing through which M&S can increase productivity
and efficiency in retail industry
Q10) According to you, what are the potential social media marketing
through which M&S can increase productivity and efficiency in retail
industry?
Frequency
a) Facebook 9
b) Instagram 9
c) Twitter 8
d) SEO, content and influencer marketing 9
Interpretation
44

According to the above graph it has been stated that 9 out of 35 respondents said that
Facebook is the potential form of social media marketing which help M&S to increase overall
productivity and efficiency in the retail industry. According to these respondents viewpoint
Facebook acted as an effective form of social media marketing that help company to enhance its
overall efficiency and productivity. Respondents also said that nowadays ease of access of
Internet allowed individuals on a wider scale to use this platform around the globe which provide
opportunity for M&S to attract attention of different consumers around the world and further
create brand awareness. This significantly help M&S to enhance its overall sales and profitability
in the industry that played a significant role in increasing its competitiveness in the industry. In
addition to this other 9 respondents out of 35 were in the favour of Instagram. Furthermore 8
respondents out of 35 said that company is taking advantage of Twitter as a social media
marketing through which they are creating awareness among the masses and is increasing overall
productivity and efficiency in the retail industry. Other 9 respondents out of 35 were in the
favour of SEO, influencer marketing and content marketing.
Theme 11 Appropriate benefit of social media marketing for M&S
Q11) What is the most appropriate benefit of social media marketing
for M&S?
Frequency
a) Increase in sales 12
b) Enhances ROI 15
c) Better consumer reach 8
45

Interpretation
According to the above graph it has been stated that well out of 35 respondents said that the
most appropriate benefits of social media marketing for M&S increase in sales. According to
these respondents viewpoint with the help of social media marketing strategy generating
awareness among the masses which is providing them benefit to increase the profitability and
love them to enhance their overall sales in the industry. While remaining 15 respondents out of
35 were in the favour of enhanced ROI. Other 8 respondents out of 35 said that better consumer
reaches the appropriate benefits of social media marketing for M&S. These respondents said that
with the help of social media marketing company is taking advantage of attracting consumers on
different locations around the world which is providing them and opportunity to have better
consumer reach and provide the services and products on different level. This is providing them
clarity to enhance the overall sales in effective way.
46

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APPENDIX
Questionnaire
Q1) Do you have understanding of the concept of social media marketing in context to
business?
a) Yes
b) No
c) Neutral
Q2) As per your view point, social media marketing is important for organisation growth
and development?
a) Yes
b) No
c) Neutral
Q3) According to your view point, does social media marketing helps in improving brand
awareness of company in retail industry?
a) Yes
b) No
c) Neutral
Q4) As per your opinion, social media marketing strategies help in enhancing overall sales
and profitability of M&S in retail industry?
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a) Yes
b) No
c) Neutral
Q5) What is the significance and impact of strong social media presence for retailors
focusing on marketing mix strategies of M&S?
a) Positive
b) Negative
c) Neutral
Q6) According to you, what is main reason that had made implementation of social media
marketing strategies important for M&S?
a) Increase brand awareness
b) Drive website traffic
c) Boost brand engagement
d) Generating new leads
e) Grow revenue
Q7) According to your view point, what are the social media marketing strategy adopted
by M&S for promoting offerings in retail industry?
a) Facebook
b) Instagram
c) Twitter
d) SEO
Q8) What is the importance and impact of strong social media presence on marketing
strategies of M&S?
a) Building trust and loyalty among consumer
b) Better relationship with audience
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c) Increase in competitive edge
d) Higher conversion rate
Q9) What are the challenges faced by M&S while implementing and adopting social
media marketing strategies?
a) Lack of connections among departments
b) Identifying the right platform
c) Understanding the right audience
d) Creating fresh content
e) Lack of resources
Q10) According to you, what are the potential social media marketing through which
M&S can increase productivity and efficiency in retail industry?
a) Facebook
b) Instagram
c) Twitter
d) SEO, content and influencer marketing
Q11) What is the most appropriate benefit of social media marketing for M&S?
a) Increase in sales
b) Enhances ROI
c) Better consumer reach
Q12) Provide some recommendation, M&S to implement social media marketing
strategies to enhance social media presence in retail industry.
52

H,
Thanks for emailing the edited chapter 3 and the first draft of chapter 4. Did you get Ethical
Approval before you start collecting data?
Chapter 3 have somehow improved but would benefit from further editing and fine-tuning.
Chapter 4 is very weak! First, you need to present the demographic characteristics of the
respondents. Next, you need to analyse the data from the main body of the questionnaire using
appropriate methods for quantitative data analysis. The data should be presented in visual
formats and under each table or figure you need to interpret the data. The chapter should
finish off with a discussion of the findings which linkages to the research objectives outlined in
chapter 1 and backwards referencing to studies assessed in the literature review chapter.
I look forward to receiving an expanded chapter 4 and the first draft of chapter 5. Note: chapter
5 must be clearly structured and should end with practical suggestions for further research (not
a summary). Ensure that all research questions are fully answered.
I do not know if you have secured ethical approval. I did not see one in your folder unless the
module leader approved for you; this you must attached to the final project as an appendix
Best regards,
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