Impact of Social Media Marketing on Brand Awareness: A Study on Volvo in UK Automotive Industry

Research Project
(Secondary Research)

TITLE:.............................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................2
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................2
CHAPTER 4: FINDING AND DISCUSSION...............................................................................2
CHAPTER 5: CONCLUSION........................................................................................................2
CHAPTER 6: RECOMMENDATION............................................................................................2
REFERENCES................................................................................................................................3
APPENDICES.................................................................................................................................4
Appendix 1: Research Proposal..............................................................................................4
Appendix 2: Research Ethical Form.......................................................................................4
Appendix 3: Questionnaire.....................................................................................................4
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TITLE: Impact of social media
CHAPTER 1: INTRODUCTION
Research Background:
Marketing refers to the practices that a firm conduct in order to promote the selling and
buying of their offerings. It involves several practices such as selling, advertising and supplying
goods to the customers. There are various techniques of marketing in which social media
marketing has the crucial role. In addition to this, social media promotion refers to the utilisation
of various social media platforms in order to advertise the goods and services of the company
(Hanaysha, 2017). It supports the organisations in gaining new consumers as well as retaining
the existing customers while permitting them to promote their value, mission and culture as well.
The following research is based on the company Volvo which is Swedish multinational
manufacturing company having is headquarter in Gothenburg. It was founded in 1927 by Gustav
Larson and Assar Gabrielsson. Company specialises in manufacturing and supplying of various
auto-mobile vehicles.
Research Aim: To identify the impact of social media marketing in increasing brand awareness
of UK automotive industry: A study on Volvo
Research Objectives:
 To develop basic understanding about the social media marketing along with its types
used within UK automotive industry
 To determine the impact of social media marketing in increasing brand awareness of
Volvo
 To examine the ways that Volvo could be used for increasing brand awareness in market
place
 To evaluate the challenges that would be faced by Volvo because of poor brand
awareness in marketplace
Research Questions:
 What is the concept of social media marketing along with its types used within UK
automotive industry?
 How social media marketing has impacted in increasing brand awareness of Volvo?
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 What are the ways that Volvo could be used for increasing brand awareness in market
place?
 What are the challenges that would be faced by Volvo because of poor brand awareness
in marketplace?
Research Rationale:
The main aim of conducting this research is to effectually determine the actions that are
opted by the business in order to effectively understand the influence of social media marketing
in increasing brand awareness in automotive sector of UK. Moreover, the research shows the
knowledge related to the issues that the organisation might face due to the poor brand awareness.
The present study is secondarily conducted in relation to the personal as well as professional
development of the researcher. The following research will assist researchers to enhance their set
of skills as well as knowledge on the ground of related topic. Moreover to this, researcher will
gain the understanding and knowledge related to the social media as well as working of auto-
mobile industry in terms of marketing.
Research Significance:
The importance of this study is to primarily identify the influence of social media
marketing in enhancing the brand awareness of automotive industry of UK. In additions to this, it
is crucial for the researcher to analyse the methods of social media marketing for enhancement of
brand awareness of respective firm. Additionally, the following research will allow in
understanding challenges which the firm would face due to their poor brand awareness.
CHAPTER 2: LITERATURE REVIEW
Concept of social media marketing in automotive industry:
According to the view point of Miguel Hernandez, 2018, A transitional digital media
requires that the organisations learn to operate oscillating patterns of the customers as well as
competition with acclimating strategies. The automotive sector can do this by modifying their
tools and their social media marketing methods to gain the desired reach and visibility in digital
existence. Social media marketing permits a business to attain a wide division of the consumers.
These several platforms gather multiple data of users, permitting them to target certain audience
in an accurate manner and understand more regarding the online engagement of consumers.
Automotive companies that utilises social media platforms effectually construct brand attraction
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by reliable engagement. Additionally, it supports consumers with their questions regarding the
product before as well as after sale. In context to the company Volvo, management can boost
their online presence with various strategies that are mentioned below:
 Experience of consumer pre-eminent – In accordance to increase the online presence of
the brand, management need to concentrate on the satisfying the needs and expectations
of the consumers rather than merely focusing at the strategies or working of the
competitors or borrowing ideas. Management of Volvo need to research on the
preference of their customers and making their website easy in order to operate it for
optimal experience for users. The respective industry needs the utilisation of the social
media to attain more brand awareness as well as make the access more convenient.
Organisation ensures that they are visible in social media as it creates more possibilities
for new consumers, as easy to operate website makes more engagement.
 Focus on spending on social media campaigns – Effectual marketing in automotive
industry through social media merely depends on classifying exact knowledge,
behaviour, wants and geographic location of the customers. Management of Volvo need
to invest more in order to acquire this consumer data by their own customers database.
With the assistance of marketing as well as use of more certain ways of marketing like
content marketing, pay-per-click campaigns and various more, supports in developing
database of the loyal consumer base.
Impact of social media in order to increase the brand awareness of Volvo:
In accordance to the Jatin Ahuja 2020, transformation in digital media is majorly caused
by arrival of social media which is utilised by all the industry that are operating in accordance to
attain the attention of their potential consumers. Moreover to this, all sectors are executing the
ways of marketing in accordance to target their specific market share (Lee, 2018). . Before the
introduction of the digital media or social media, organisations were used to depend on several
costly methods of advertisement such as print media, television in order to attain more customer
base, engagement of the existing ones and better brand awareness of the firm.
According to Joshua Sherman, 2022, the automotive sector is utilising various social
media platforms to advertise the goods since long back. Additionally, as the development in
technology has lead the automotive sector to gain the best of these platforms, as by doing this it
can support in increasing their brand . In addition to this, some people examined that they had
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