Role of social media influencer in increasing brand awareness of an organisation operating under retail sector of the UK

This research proposal aims to identify the role of social media influencer in increasing brand awareness of an organisation operating under retail sector of the UK, with a focus on ASOS. It includes literature review, research methodology, and limitations of research.

Research Proposal

Table of Contents
Title: Role of social media influencer in increasing brand awareness of an organisation operating
under retail sector of the UK............................................................................................................1
ABSTRACT.....................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Research Aim.........................................................................................................................2
Research Objectives...............................................................................................................2
Research Questions................................................................................................................2
Literature review..............................................................................................................................2
Understanding about the social media influencer and brand awareness................................2
Impacts of social media influencer on brand awareness of ASOS.........................................3
Challenges that could be faced by ASOS because of poor brand awareness in marketplace.3
Research Methodology....................................................................................................................4
Research Design.....................................................................................................................4
Data Collection and Analysis.................................................................................................6
Limitation of research.............................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

Title: Role of social media influencer in increasing brand awareness of an
organisation operating under retail sector of the UK.
ABSTRACT
Social media influencer is undertaken as someone who have developed credibility into
particular sector, also have access towards a larger audiences as well as may persuade other to
perform depends upon its recommendations. In fact, influencer marketing is known to be the
fastest evolving to become main tools into firms’ arsenal when performing effectively.
Moreover, it plays essential role in increasing brand awareness of an organisation (Alam and
Khan, 2019). In addition to this, Research Methodology enables investigator to identify reliable
and validity of it. With research methodology, scholar can solve study problems. Moreover, it
basically focus on rendering work plan of investigation there are various kinds of research
methodologies such as quantitative, qualitative, philosophy and many others. Also, the work plan
is developed with assistance of Gantt Chart.
INTRODUCTION
Social media influencers are considered as the individuals who have huge numbers of
followers on their social media accounts, as well as it leverages this, to influence or persuades
that following to purchase specific goods or services. Influencers currently have significant role
in the marketing strategies of various companies. Influencers can be described as people have
various social followers on digital platforms like Twitter, Instagram, and YouTube. In order to
become an influencer, individual must have power to influence the perception and viewpoint of
others. While talking about influencer marketing, the power can be used by influencer to enhance
the sale of the company for particular products (Ancillai, 2019). In current time, companies are
using influencer marketing in their marketing strategies as traditional marketing i.e., TV, print,
and desktop advertisements is becoming less effective among consumers. Influencers play a
significant role while talking about shopping decisions as their reach is expected to grow in
future. For accomplishing this proposal, the chosen company is ASOS plc which is known to be
one of the leading and developing British online fashion and cosmetic retailers. Its headquarters
is in London, United Kingdom. The topics which are going to be discussed in this report are
research aim, question, objectives, rationale, literature review and research methodology. Apart
from this, limitation of research and work plan is also discussed in this proposal.
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Research Aim
“To identify the role of social media influencer in increasing brand awareness of an
organisation: A study on ASOS”.
Research Objectives
 To develop basic understanding about the social media influencer and brand awareness.
 To determine the impact of social media influencer on brand awareness of ASOS.
 To analysis the challenges that could be faced by ASOS because of poor brand awareness
in marketplace.
Research Questions
 What do you understand about the social media influencer and brand awareness?
 What are the impacts of social media influencer on brand awareness of ASOS?
 What are the challenges that could be faced by ASOS because of poor brand awareness in
marketplace?
Literature review
Understanding about the social media influencer and brand awareness
As per the view point of Nash (2019), Social media influencer is undertaken as someone
who have developed credibility into particular sector, also have access towards a larger
audiences as well as may persuade other to perform depends upon its recommendations. In fact,
influencer marketing is known to be the fastest evolving to become main tools into firms’ arsenal
when performing effectively. After all, influencer have techniques as well as authenticity to grab
the attention of customers in consistent as well as may inspire other for expanding its social
reach. Additionally, it can be anyone from a blogger to a celebrity to an online business person
and others. In addition to this, an influencer may perform across several verticals, utilising posts,
stories and reels for making a name for itself over time. In case its audiences matches what they
are seeking to promote or what their brand promotes, thereafter it could highlights a solid tools
of marketing. Additionally, partnering along with influencers opens their business to never
before expanded avenues and various brands currently sets key performance indicators for its
influencer marketing campaigns for evaluating impact (9 of the Biggest Social Media Influencers
on Instagram, 2021).
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According to the view point of Amanda Walgrove (2020), Furthermore, brand awareness
is simple term defines as how familiar customers are with a brand or their goods. Additionally,
developing brand awareness is known to be the powerful marketing tool which drives clients
towards building an instinctive choice to brands and its commodities. For forming a recognizable
brands is at the heart of marketing tactics as this is a key aspects beside brand trusts and
indirectly generates sales. This is so as it is very initial step within marketing funnel and an
essential foundation that eventually grab the attention of consumers. In addition to this, brand
awareness considers to individuals competencies for recalling as well as recognisable their
business. Also, there are various reasons for developing and enhancing brand awareness. This
assists in keeping the firm’s brand into customer top mind set. In case, an individual understands
their brands, it may become aware as well as comfortable about this. Thereafter, when faced with
the decision to purchase from this or their rivals, they are much likely to purchase from them.
Along with this, brand awareness also aids in attaining a range of business goals. This may
explore its audiences, maximise trafficking of websites, develop brand affinity and generates
leads (Importance of Brand Awareness: Advantages and Perks, 2020).
Impacts of social media influencer on brand awareness of ASOS.
According to the view point of Sumeet Jindal (2021), Social media influencers have
impacts upon brand awareness of ASOS as when brands utilise a credible influencers known as
the brand ambassador. This may assists customer’s sales, spreads positivity related to particular
brands and enhances awareness. Additionally, social media is not only entertainment. While it
can has been the initial aspects which came to its mind before, currently they have become a
essential for developing their brands. Through utilising influencers as part of their marketing
plan, it may reach whole of its potential clients, while obtaining feedback upon that its
requirements and customers are. Currently, all they look on social media, influencer are
highlighting the clothes, foods, beauty products and many others. It is what encourages
individuals to buy particular items as they see someone it admire utilise them and desires to be
just be like them which directly or indirectly enhances brand awareness effectively and
efficiently (How Influencers are helping brands with social media marketing. 2021).
Challenges that could be faced by ASOS because of poor brand awareness in marketplace.
According to the view point of Konstantoulaki (2020), As present time developing brand
awareness is known to be the powerful marketing tool which drives clients towards building an
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instinctive choice to brands and its commodities. For forming a recognizable brands is at the
heart of marketing tactics as this is a key aspects beside brand trusts and indirectly generates
sales. While due to poor brand awareness within marketplace ASOS have to faced various
challenges which are described below:
Zero awareness
Zero or poor brand awareness may minimise the business operations of firm before they
even gets initiated. In case, no one understands that it exists, not anyone would come to them for
their items or services. If it would be an issue for their organisation such as ASOS, so for this
solution is easy for making individuals ware. One of the effective ways for performing it is social
media platforms.
Non- engaged Audiences
Few times they may obtain attention but have difficulties and holding it. Additionally, the
respective entity’s audiences can be representing them but not be interested. In addition to this,
the problems are to be fixed relatively simple through utilising interactive content. Moreover, the
host contests for their audiences, provide something away to them, share some info graphic or
post fun quiz or survey. Along with this, share something which needs its participation.
Research Methodology
Research Methodology is undertaken as technique which is utilised by determining,
evaluating, choosing and process of information of particular topic. In addition to this, it enables
investigator to identify reliable and validity of it (Audrezetde Kerviler and Moulard, 2020). With
research methodology, scholar can solve study problems. Moreover, it basically focuses to
render the work plan of investigation through using various kinds of research methodologies that
are as follows:
Research Design
 Research Philosophy: It is undertaken as the manner through that data is gathered,
evaluated and used. Additionally, it is mainly are of three forms like ontology, axiology
and epistemology. Moreover, whole these kinds are efficacious, for accomplishing the
respective study, epistemology would be selected philosophy. In addition to this, it
basically classified into three which are positivism, interpretivism and critical realism.
For this study, positivism is chosen as it assists to evaluates and examine numerical data.
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This essentially focus on analytical reveal which states forming practices by
representation how these practices are configured to obtain observable outcomes.
 Research approach: It is undertaken as boarder methods which essentially involves
inductive and deductive approach. These assist scholars to evaluate gathered information
associated with particular topic (Eid, Abdelmoety and Agag, 2019). In particular study,
deductive approach is adapted as it generally determined numerical information and do
not takes more time. It usually begins with intent as well as theory to develop effective
results.
 Research strategy: It states how researcher conducts their activities. Additionally, this
includes several approaches such as survey, experiments and others. Moreover, this focus
on describing the various information based upon its research aim which might be
conducted. Overall these strategies are efficacious but for present investigation, both
literature review and survey would be opted (Pöyry, 2019). Literature review is adopted
as this helps in gathering secondary and in depth information which does not required
more time, cost effective, facilitate in developing valid conclusion which aids to attain
study aim and objectives through research questions. Along with this, survey method is
also adopted for this studies to gather numerical information in shorter time duration.
Therefore, for this, questionnaires are developed wherein set of questions are formulated
in context of specific topic.
 Research choices: There are essentially two forms which are qualitative and quantitative.
Both are crucial but to conduct recent study, qualitative as well as quantitative choices
would be opted as it helps to gather reliable data from known sources. In addition to this,
quantitative information is undertaken with aids of questionnaires while on other hand
qualitative data is accumulated from books journal articles and so on. Both are essential
as it assists scholar to easily collect in-depth data.
 Time horizon: This aspect mainly focuses on the required period to accomplish the
complete project. Moreover, there are mainly two forms such as cross sectional and
longitudinal. For this study, cross sectional method is applied as it is utilised when
investigation is generally related to specific investigation phenomena at stipulated period
(Foltean, Trif and Tuleu, 2019). Along with this, time is crucial for researcher as it
facilitates to attain whole practices effectually.
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 Research ethics: Information has to be identified before rendering to investigator.
Additionally, the results of data analysis do not allow to re- determined the respondents
responses. Moreover, the recent study has focused on undertaking ethical approval from
opted entity to gather information from their workers.
 Sampling: This is regarded as techniques that assist to select larger number of
respondents from population. Additionally, there are basically two kinds such as
probability and non probability sampling. In particular study, investigator has chosen
probability sampling as this aids to opt respondents randomly (Ioanas, 2020). For this, 30
workers are choosing from Respective firm as it has effectual knowledge regarding
specific topic.
Data Collection and Analysis
 Data collection: It mainly involves tools and methods which are applied by study.
Additionally, it basically used for describing aim as well as ways of conducting study.
Moreover, there are two forms such as primary and secondary method (Seo, Park and
Choi, 2020). In particular study, both secondary and primary information are selected. In
addition to this, primary data is applied as it aids to gather initial data directly from
selected participants by questionnaires. Also, secondary information helps researcher to
conduct literature review with aids of journals, books and so on.
 Data analysis: It is regarded as the methods of utilising logical techniques to illustrates
and explain, determine, and condense information appropriately. This is beneficial for
using as this does not consider much time as well as helps in accomplishing research aim
and intents in effectual and proper way (Konstantopoulou, 2019). For instance, researcher
also utilise numerical data so for this frequency distribution analysis is used
Limitation of research.
This has been analysed that research limitation drives towards having pessimistic affect
over study as well as this would impact in attaining specified results. Moreover, the essential
constraints of particular investigation are shortage of timing for directing investigation practices.
Within particular study, researchers do have any appropriate time evaluation for performing
research task (Lal, 2020). Additionally, it would prompt negative impact of investigation
activities just as attainment of desires objectives. In addition to this, it is crucial for investigator
for beating the research limitation along with the particular thought process to accomplish
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desired goals. Along with this, through updating time period, investigator would able to exactly
desire know the particular period to attain objectives.
Research work plan
It is essential for researcher to formulate appropriate research plan which is vital for them
to effectually perform study activities. Moreover, investigator has to develop justifiable time
period to efficaciously as well as reliable for direct study practices. In addition to this, there are
several techniques and approaches which might be undertaken through researcher in order to
properly time scale activities of the investigation (Nash, 2019). For instance, Gantt chart is used
as it is known as an effective tool which aids investigators with grouping distinct considering of
study into appropriate and reliable manner. In addition to this, this also regarded as the bar type
graphical representation framework, which assists in highlighting all activities that might be
performed into investigation along with their initial and end time.
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CONCLUSION
As per the above report, it has been concluded that social media influencer plays crucial role
in increasing brand awareness of an organisation. As influencers currently have significant role
in the marketing strategies of various companies. Influencers can be described as people having
various social followers on digital platforms like Twitter, Instagram, and YouTube. In order to
become an influencer, individual must have power to influence the perception and viewpoint of
others in some way. In addition to this, influencer have techniques as well as authenticity to grab
the attention of customers in consistent as well as may inspire other for expanding its social
reach. Additionally, with research methodology, scholar can able to solve study problems.
Moreover, it basically focus on rendering work plan of investigation there are various kinds of
research methodologies such as quantitative, qualitative and many more in effective and efficient
way.
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REFERENCES
Books & Journals
Alam, M.S. and Khan, B.M., 2019. The role of social media communication in brand equity
creation: An empirical study. IUP Journal of Brand Management, 16(1), pp.54-78.
Ancillai, C., Terho, H., Cardinali, S. and Pascucci, F., 2019. Advancing social media driven sales
research: Establishing conceptual foundations for B-to-B social selling. Industrial
Marketing Management, 82, pp.293-308.
Audrezet, A., de Kerviler, G. and Moulard, J.G., 2020. Authenticity under threat: When social
media influencers need to go beyond self-presentation. Journal of business research, 117,
pp.557-569.
Eid, R., Abdelmoety, Z. and Agag, G., 2019. Antecedents and consequences of social media
marketing use: an empirical study of the UK exporting B2B SMEs. Journal of Business
& Industrial Marketing.
Foltean, F.S., Trif, S.M. and Tuleu, D.L., 2019. Customer relationship management capabilities
and social media technology use: Consequences on firm performance. Journal of
Business Research, 104, pp.563-575.
Ioanas, E., 2020. Social media and its impact on consumers behavior. Jurnal Analisa
Kesehatan, 1(1), pp.1-1.
Konstantopoulou, A., Rizomyliotis, I., Konstantoulaki, K. and Badahdah, R., 2019. Improving
SMEs’ competitiveness with the use of Instagram influencer advertising and
eWOM. International journal of organizational analysis.
Lal, B., Ismagilova, E., Dwivedi, Y.K. and Kwayu, S., 2020. Return on investment in social
media marketing: Literature review and suggestions for future research. Digital and
Social Media Marketing, pp.3-17.
Nash, J., 2019. Exploring how social media platforms influence fashion consumer decisions in
the UK retail sector. Journal of Fashion Marketing and Management: An International
Journal.
Pöyry, E., Pelkonen, M., Naumanen, E. and Laaksonen, S.M., 2019. A call for authenticity:
Audience responses to social media influencer endorsements in strategic
communication. International Journal of Strategic Communication, 13(4), pp.336-351.
Seo, E.J., Park, J.W. and Choi, Y.J., 2020. The effect of social media usage characteristics on e-
WOM, trust, and brand equity: Focusing on users of airline social
media. Sustainability, 12(4), p.1691.
Tajvidi, R. and Karami, A., 2021. The effect of social media on firm performance. Computers in
Human Behavior, 115, p.105174.
Online
9 of the Biggest Social Media Influencers on Instagram. 2021. [Online]. Available
through:https://digitalmarketinginstitute.com/blog/9-of-the-biggest-social-media-
influencers-on-instagram.
Importance of Brand Awareness: Advantages and Perks. 2020. [Online]. Available through:<
https://blog.taboola.com/importance-of-brand-awareness/>.
How Influencers are helping brands with social media marketing. 2021. [Online]. Available
through: < https://www.eastmojo.com/lifestyle/2021/08/29/how-influencers-are-helping-
brands-with-social-media-marketing/>
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